CONSUMER USE OF W55 MEDIA FOR FOOD INFORMATION Thesis {or “19 Degree of M. 5. MICHIGAN STATE UNIVERSITY Raymond E. Borton 1957 CONSUMER USE OF MASS MEDIA FOR FOOD INFORMATION by Raymond E. Berton A THESIS Submitted to the College of Agriculture of Michigan State University of Agriculture and Applied Science in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE Agricultural Economics 195 7 ./«-7-5‘a‘ GL—Q'fiiSJJ Raymond Eugene Borton Abstract Consumer Use of Mass Media For Food Information The purpose of this thesis was to evaluate one portion of the Marketing Information for Consumers (MIC) program of the Michigan Coop- erative Extension Service. Successful achievement of the program's ob- jectives depends upon reaching large numbers of food buyers with the messages developed by the program; therefore, an important part of the program evaluation is to determine the extent of media audiences. Studying the consumer use of the mass media for food information may contribute suggestions to be used for improving the effectiveness of the program. Empirical data for the thesis was obtained from two surveys: a personal interview survey of 311 homemakers in Muskegon and a telephone survey of more than 12,000 homemakers in twelve Michigan cities where the MIC program is in operation. The surveys were designed to determine the potential and actual size of the MIC program.audience and to indi- cate something of the nature, preferences and sources of food informa- tion. The literature relating to the thesis topic was a third source of information and was used extensively. This included observations by economists and other writers related to the economic aspects of the MIC program, two surveys of consumer use of mass media for food information made in other areas, and radio and television listening and viewing patterns from commercial sources which form a basis for comparison with the original survey data and provide a further aid to program planning. ii iii Audiences of the three media surveyed by telephone - radio, television and newspaper - varied greatly between the twelve Michigan cities. Generally, the telephone survey showed between one-half and two-thirds of the consumers in each area had been reached by the kIC program at some time. Somewhat less than one-third had been reached during the week of the telephone survey. (Late April and early May) Newspapers were outstanding in reaching consumers with food information. More than one-half of the consumers in eight of the eleven newspaper surveys had read the agents' articles at some time. During the survey week, program information reached twice as large a proportion of the consumers through the newspapers as by either radio or television. One-fifth to two-thirds of the homemakers reported having seen the MIC agent on television at some time. Radio contacts ranged from one to eighteen percent on a weekly basis. In one city seventy-five percent of the homemakers had heard the agent on the radio at some time. The personal interview surveys showed homemakers prefer the printed media - magazines and newspapers - to radio and television as a source of food information. Homemakers with the most education and those in the average income bracket looked to magazines more than those in lower education and other income brackets. Telephone survey methods were reviewed and tested in this study. It was found that the recall telephone survey yielded essentially the same results as the coincidental survey and is well adapted for use in evaluating individual programs because of its economy and ease of ad- ministration. The telephone surveys were completed at a cost of about eight cents per schedule. Approved by x” iv. ACKNOWLEDGEMENTS The author wishes to acknowledge the many people who have helped to make this thesis possible. Dr. James D. Shaffer - for his encouragement, guidance and criti- cism which have added so much to the clarity and completeness of the manuscript. Also other members of the Department of Agricultural Eco- nomics who reviewed the project outline and the completed paper. Mrs. Miriam Kelley - for her excellent cooperation in conducting the surveys. All of the MIC agents - Mrs. Marjorie Gibb and Forrest Strand in Detroit, Mrs. Catherine Love in Flint, Miss Virginia Held in Grand Rapids, Miss Maryann Meldrum in Kalamazoo, Miss Marie Ferree in Lansing, Mrs. Ingrid Bartelli in Marquette, Miss Harriet Lundberg in Muskegon, Mrs. Josephine Lawyer in Pontiac, Mrs. Eleanor Gifford in Saginaw and Mrs. Ruth Hunzberger in Traverse City for their invaluable assistance in conducting the surveys. The National Project in.Agricultural Communications - for their financial assistance and their inspiration and training in agricultural journalism. The Cooperative Extension Service - for support of the extension evaluation project of which this thesis is a part. Hrs. Patricia wagner - for typing the completed manuscript. And to my mother, Mrs. Frances Berton - for her faith in my ability and her patience and encouragement throughout the completion of my graduate work. The author assumes full responsibility for errors. TABLE OF CONTENTS l Page AC KNWELEIH S e o e e e e e e e e e e e e e o o e e o e e o 0 iv LIST OF TABLES. e o o o e o o e e e e e e o e e e e e e o e o e Viii Chapter I O INTRODUCT I OPJ O O O O 0 O O O O O O O O O O O O O O I O O 1 Objectives - What we Need to Know mass Media as a Source of Food Information Relationship to Michigan MIC Program and Evaluation Study - Why We Need to Know Michigan Marketing Information for Consumers Program The MIC Evaluation Project Possible Use of Findings II. ECONOMICS OFIA PUBLICLY SUPPORTED CONSUMER INFORLATION mm“ 0 O O O O O O O O O O O O O O O O O I O O O O O 11 Basic Questions and Viewpoints Can We Increase Demand for Agricultural Products? Is the Income Spent for Food Constant or Expandable? ‘What Can.Advertising do for Agricultural Products? Is Consumer Education Ethical? What Need is There for Consumer Education? What Economic Basis Does Consumer Information Have? Relation of Questions to Evaluation of MIC Program III. REVIEW OF RELATED CONSUMER INFORMATION PROGRAM.STUDIES . 29 Louisville, Kentucky, 1953 Southern California, 1956 IV. CONSUMER USE OF MASS MEDIA FOR FOOD INFORMATION IN MUSKEGON, MICHIGAN - PERSONAL INTERVIEW SURVEY . . . . 38 How the Personal Interview Survey Was Made Results of Muskegon Personal Interview Survey Television Radio Newspapers Magazines Conclusions on Media Coverage and Response in Muskegon V vi Chapter Page Correlation of Media Use With Other Factors - Age, Education and Income Television NeWSpapers Magazines Iedia Considered Most Helpful to Homemakers for Food Information v. CONSUMER USE OF MASS LEDIA FOR FOOD INFORImTICN FRCM mo . PROGRAM IN TWELVE CITIES — TELEPHONE SURVEYS. . . . . . 5.14 How the Telephone Surveys Were bade Choice of Survey hethod Discussion From Literature Discussion From Experience Cost of Telephone Surveys General Survey Results Results by City Detroit Flint Grand Rapids Kalamazoo Lansing Marquette huskegon Pontiac Royal Oak Saginaw Bay City Traverse City VI. LiEDIA MTINGS FROM OTHER SCLMESO e e e e e e e e e o o o 115 Available Ratings From Nichigan Cities Detroit Kalamazoo Saginaw National Survey Ratings All Media Evaluation Survey VII. COMTLENI‘S BY CONsmmRS O O O O O O O O O O O O O O O O I O 126 On Television Surveys On Radio Surveys 0n Newspaper Surveys VIII. ANALYSIS AND CCRPRRISCN OF FINDINGS . . . . . . . . . . . 130 Comparisons Between Cities Comparisons Between Media Overlap Between Media vii Chapter Page Comparison of Survey hethods Comparisons of huskegon Surveys - Personal and Telephone Comparison With Other Survey Ratings Comparison to Other Studies Ix. SUMMARY AND CCNCLUSICNS . . . . . . . . . . . . . . . . lhl APPEMIXES o u c o O O O O O O O O O O O O O O O O O O O O O 0 lbs BIBLIWE’LPHY O O O O O O O O O O O 0 I O O 0 O O O O O O O O O 163 Table l. 10. ll. 12. 13. 15. 16. 17. 18. 19. 2o. 21. LIST pg TABLES Ways the People Prefer to Receive the Kind of tion on the Show 0 O I C O O O O O O O O O 0 TV Set Ownership in Muskegon. . . . . . . . . Homemaker Show Viewers in Muskegon. . . . . . Informa- Frequency of Homemaker Show Viewing in Muskegon Radio Ownership in Muskegon . . . . . . . . . Radio Homemaker Show Listeners in Ruskegon. Newspaper Coverage in Luskegon. . . . . . . . Newspaper Food Page Readership in.Muskegon. . Readership of Magazines for Food Information in Television Food Show Viewers by Age . . . . . Television Food Show Viewers by Education . . Television Food Show Viewers by Income. . . . Newspaper Food Page Readership by Age . . . . NeWSpaper Food Page Readership by Education . Newspaper Food Page Readership by Income. . . Newspaper Food Page Readership by Age . . . . Newspaper Food Page Readership by Education . Newspaper Food Page Readership by Income. . . Magazine Food Article Readership by Age . . . Magazine Food Article Readership by Education 'Magazine Food Article Readership by Income. . viii Muskegon. Page 32 hi L2 L2 143 L3 M4 h6 h? h? L8 h9 L9 50 SO So 51 51 52 Table Page 22. Media Preference for Feed Information. . . . . . . . . . S3 23. Number of Telephone Calls Completed and Attempted by City and Media Surveyed . . . . . . . . . . . . . . . . 65 2h. Percent of Total Attempted Calls Not Completed and Reasons byCityandTotal................... 66 25. Percent of Attempted Calls Which Nere Completed and Per- cent of Available Audience (disconnected phones and other number failures not counted) Which Were Completed By City . . . . . . . . . . . . . . . . . . . . . . . . 68 26. Detroit RIC Program Schedule - 1956. . . . . . . . . . . 7O 27. Results of Newspaper Survey in Detroit . . . . . . . . . 71 28. Results of Radio Survey in Detroit . . . . . . . . . . . 72 29. Flint MIC Program Schedule - I956. . . . . . . . . . . . 7h 30. Results of Newspaper Survey in Flint . . . . . . . . . . 75 31. Results of Radio Survey in Flint . . . . . . . . . . . . 77 32. Grand Rapids MIC Program Schedule - 1956 . . . . . . . . 78 33. Results of Newspaper Survey in Grand Rapids. . . . . . . 79 3h. Results of Radio Survey in Grand Rapids. . . . . . . . . 80 35. Results of Television Survey in Grand Rapids . . . . . . 02 36. Kalamazoo MIC Pro;ram Schedule - 1956. . . . . . . . . . 83 37. Results of Television Survey in Kalamazoo. . . . . . . . ch 38. Results of Radio Survey in Kalamazoo . . . . . . . . . . 85 39. Results of Newspaper Survey in Kalamazoo . . . . . . . . 86 RD. Lansing MIC Program Schedule - 1956. . . . . . . . . . . 87 hl. Results of Radio Survey in Lansing . . . . . . . . . . . 89 h2. Results of Television Survey in Lansing. . . . . . . . . 90 RB. Results of Television Survey in Lansing. . . . . . . . . 91 hh. Results of Newspaper Survey in Lansing . . . . . . . . . 92 Table Pa ge RS. Rarquette RIC Program Schedule - 1956. . . . . . . . . . 93 h6. Results of Newspaper Survey in Marquette . . . . . . . . 9h h7. Results of Radio Survey in Marquette . . . . . . . . . . 9S h8. Muskegon MIC Program Schedule - 1956 . . . . . . . . . . 96 h9. Results of Radio Survey in Ruskegon. . . . . . . . . . . 97 50. Results of Newsgaper Survey in huskegon. . . . . . . . . 9o 51. Pontiac MIC Program Schedule - 1956. . . . . . . . . . . 100 >2. Results of Newspaper Survey in Pontiac . . . . . . . . . 101 53. Results of NeWSpaper Survey in Royal Oak . . . . . . . . 102 Sh. Saginaw MIC Program Schedule - 1956. . . . . . . . . . . 10h 55. Results of Radio Survey in Saginaw . . . . . . . . . . . 105 56. Results of Newspaper Survey in Saginaw . . . . . . . . . 106 57. Results of Television Survey in Saginaw. . . . . . . . . 107 58. Results of Television Survey in Bay City . . . . . . . . 109 S9. Traverse City RIC Pregram Schedule - 1956. . . . . . . . 110 60. Results of Radio Survey in Traverse City . . . . . . . . 111 61. Results of Television Survey in Traverse City. . . . . . 112 62. Results of Newspaper Survey in Traverse City . . . . . . 113 63. Television Viewing During 3- and 6—Hour Time Spans . . . 118 6h. Share of Television Sets in Use by Time Period . . . . . 118 65. Weekly Television Viewing Hours for Men, Women.and Children. 0 O C C . O I O O O O O C O C . O . . C O O O 119 66. Percent of Stations Having Women's Shows . . . . . . . . 120 67. Television Viewing by Size of Family and Time of Day . . 121 68. Radio Usage Per Day 19’46 to 1953 o o o o o o o o o o o o 122 69. UoSoHomeSUSingRBd-iOooooooooooooococo 123 xi Table Page 70. Total Program.Audience by Survey and City Showing Total Percentage Contacted by the MIC Program.Through One or More Media as Reported on Each Survey . . . . . . . . . 132 71. Individual hedium Audience by City Showing Those Reached ByOneLiediumatSomeTime............... 133 72. Individual hedium.Audience by City Showing Those Reached By One Medium During the fleek of the Survey . . . . . . 13h CHAPTER I INTRODUCTION Objectives -- lhit _l_e_ N_e_e_d ’_I‘_c_> m Everybody eatsx To eat, one must have food, and to have food most Americans must use their income to buy it. Those who buy food (consumers) make purchases from the vast array of possibilities which they meet in every kind of food market. Where do they get the information on which they base the food buying decision? This is the question which prompts this study. Promoting the general welfare of society by providing informa- tion on which consumer food buying decisions can be made is the aim of tax supported consumer marketing information programs. These can be successful only when they reach the consumer audience for which they are intended and when the information provided is of more value and less cost to the consumer than if he had procured the information himself or gone without it. For the benefit and guidance of consumer food marketing informa- tion programs, we need to know something about the audience the pragram has and how it is reached. Hence, to both evaluate and benefit con- sumer food marketing information programs, we need to know: Through what media do consumers get their food information? How do the differ- ent media compare in reaching the consumer audience with food informa- tion? -2- To get the answers to these questions, we must investigate: l. The size of the audience - how many people are being reached and how many people there are available to reach. 2. The nature of the audience -- who is the fecd consumer that uses the food marketing information in food buying decisions. If it is the homemaker in each household, is there a difference in sources of food information between different age, education and income groups? 3. The preferences of the audience - through which media do different consumers prefer to get their food marketing information. If all the sources are available to them, which one do they turn to first for their food marketing information? h. The sources available to the audience -- what means are now being used to get food marketing information to the consumer. What is the potential of these means in reaching consumers? Reaching masses of consumers is made possible by the mass media -- the radio, the television and the newspaper. These media provide cover— age which no other means can provide. Because these mass media are the most important and far reaching means of contacting the consumer audience with food information, they have been selected for investigation in this study. Hence, the title: "Consumer Use of Mass Media for Food Infor- mation." -3- Relationship 32 Michigan Marketing Information for Consumers Program and Evaluation Study - fihy fig Need 29 Know This study is part of an evaluation of the Michigan.harketing Information for Consumers (MIC) program. Some background of this pro- gram will be reviewed and the relationship of this study to the program presented. .223 Michigan Marketigg Informatioangg Consumers Program State funds were made available to the MSU Extension Service in July 19SL to expand the extension marketing program including the con- sumer information portion which began on a small scale in l9h8. This made possible the employment of supervisory personnel in the state of- fice, Consumer Information Agents in eight cities, an agricultural econo- mist for Detroit and one in the state office. A state committee repre- senting agriculture and home economics (resident and extension) worked together in setting up a program plan.1 Since l9Sh the program has expanded from the original eight cities to ten and includes Pontiac and Muskegon, as well as Detroit, Flint, Grand Rapids, Kalamazoo, Lansing, Marquette, Traverse City and Saginaw. Working with consumers, retailers, wholesalers and producers using television, radio, newspapers, newsletters, store sheets and group meetings, these agents are continually gathering and presenting food market information. The information is designed to make better buyers lAnnual Re Ho cot-Micm n96—l, marketing” Informa- tion for Consumers, o(Cooperative Extens on aService, Michigan State University, East Lansing, Michigan, 1955), p. 13. -14... of our food consumers, provided they want to use the information which is made available by this program. The objectives of the program are national and state oriented. On the national level the listed objectives are: 1. To aid in the orderly marketing of agricultural commodities by: a. Helping to move normal and abnormal supplies. b. Encouraging the acceptance of new and improved market— ing practices. ‘ c. Reporting consumer wants and needs to producers and handlers o 2. To assist in the more effective use of agricultural prod- ucts by: a. Encouraging consumption of foods in season and in abundant supply. b. Informing consumers of availability, relative cost, selection, care, value, and use of agricultural prod- ucts. c. Informing consumers about new products. 3. To help consumers get maximum satisfaction from their purchases of agricultural products by providing them with timely marketing information and economic principles as a basis for decision making in selections, purchase, care, and use of agricultural products with regard to consumer needs and resources. h. To help consumers develop a better understanding of the marketing system, functions, and problems by providing them with information on such subjects as the production situation, economic trends, marketing services, marketing margins, and changes in the marketing system. 5. To motivate people to adopt improved buying practices.2 The Michigan law which appropriated the funds for the expanded ' Marketing Information for Consumers (MIC) program as well as producer and retailer marketing program lists the following objectives which 2Annual Report 2£.AMA Project - Michigan h525-6, Marketi Information for Consumers,‘(§ast Lansing, Michigan: Cooperative Extension Service, Michigan State University, 1956), p. S. pertain to the MIC program: Sec. 20 It is the intention of the legislature that the appropriations under the provision of this act shall be used to achieve the following purposes: To win a larger share of Michigan‘s vast food market for Hichigan's farm products; . To increase consumption of Michigan's farm prod- ucts in the national market; To provide information which will enable the more than 1,500,000 Michigan homemakers to develop more nutritious diets at lower costs... The administrators of the MIC program have developed an expanded interpretation of the original purposes as stated above. They are as follows: 1. To develop consumer understanding of food marketing problems and processing as agents. a. b. C. d. Learn, interpret, and tell consumers the story of production, what is involved, how products get to market. Make use of every source of information in local areas; develop understanding and coop- eration of producers, food handlers at whole- sale and retail levels. Take advantage of every opportunity to use products and food handlers in telling the story to consumers. Develop consumers' understanding and inter- pret their needs to producers and handlers. Provide opportunity for exchange of informa- tion and understanding of problems between producers, handlers, consumers. 2. To make use of every outlet for information with emphasis on mass media as an effective way of reaching large numbers of consumers. 3. To provide information for professional people to use with groups. BSenate 13111 No. 1285, Michigan 67th Legislature, Regular Session of 195h. .5- h. To develop statewide understanding of the program and to establish the service as a recognized source of regular, reliable information. 5. To evaluate accomplishments, remembering that pat- terns of work are not set, that the most good can be accomplished when the program is adapted to fit changing needs. That the consumer marketing agents are using the mass media is evidenced by the weekly communications schedule included in the 1956 annual report. The total schedule for the 10 city projects is: Television: 109 minutes of air time per week on 7 television stations in 7 city projects Radio: 326 minutes of air time per week on 17 radio stations in 9 city projects Newspaper: 18 daily papers in 10 city projects 55 weekly newspapers in 5 city projects 1 monthly newspaper in 1 city project Radio and TV Commodity Sheets and Store Sheets: 21,650 per week in 228 stores in 6 city projects Consumer Letters: 3,050 per week in 7 city projects Foodscoop (Market Information) for Institutions: h,050 per month in 5 city projects In addition to the objectives and the scope of the program pre- sented above, a comment on the economic basis of the consumer information yAnnual Report - 1956, op. cit., p. 5. 5Annual Report - 1956, op. cit., p. 13. -7- program is included here. The question of whether or not the program is justified in an economic sense will be eXplored later with help from economic writers. Part of the basis for the program is in its ability to increase the demand for agricultural products and hence utilize more of our agri- cultural resources. This increase in the use of land and labor would benefit the farmers, some of whom are in need of some sort of aid to bring them out of the low income brackets. This increase in use of agri- cultural resources is a national objective and also a state objective. At the state level it is limited to the state's resources. That the consumer needs more market information is established by his susceptability to food fads, advertising campaigns, and by the less than adequate nutritional level of a quarter of our population. If marketing information for consumers can be provided so that many people can benefit from its availability and at a cost to the public that is substantially less than each person would have to pay himself, it may increase the general welfare of our citizens. This study is designed to evaluate a part of the marketing in- formation for consumers pragram and to suggest ways of improving the efficiency of the program as it operates today. 2h: E2 Evaluation Project The questions and problems under consideration in this thesis are part of alarger program of evaluation for the MIC program. The objectives of this overall evaluation of the MIC program are: 1. To obtain information about consumers which will con! tribute to the development of a more effective exten- sion program in this area. 2. 3. h. -8- To obtain some measure of the effectiveness of par- ticular parts of the consumer information program. To obtain information which will contribute to our basic understanding of the processes involved in consumer buying decisions. To develop and/or test evaluation techniques which can be used by individual consumer information agents. More specific objectives - to determine: 1. 2. 3. h. 5. 6. 7. 8. 9. The current level of knowledge of consumers as related to food buying and use. Current sources of consumer information. The extent to which the program is now reaching the people in the area. The interests and needs of consumers in respect to consumer food buying. How information is used in making food buying decisions. The basic motives of consumers in food buying. Changes resulting from the consumer information pro- gram. a. Changes in level of knowledge b. Changes in information collecting patterns c. Changes in interests or attitudes toward food marketing information d. Changes in consumer behavior If particular types of survey techniques can be adapted for use in evaluating particular aspects of a consumer information program. The characteristics and needs of the part of the popu- lation most likely to be contacted by the program. Parts 2, 3 and 8 of the above objectives, the current sources of consumer food marketing information, the extent to which the program is 6James D. Shaffer, "Consumer Information Evaluation Project," unpublished paper. pp. 1-2. -9- now reaching the people in the areas and evaluation techniques are the sections relating to the questions to be studied in this thesis. Other parts of these objectives are being studied by other graduate students also working under the direction of Dr. J. D. Shaffer and financed by a special grant from the Federal Extension Service. Possible Use 2f Findings Findings on the consumer use of mass media for food information will be good guides for future MIC program development. Differences in media use may indicate that more emphasis should he placed on certain methods of getting the message through. By subtracting some effort frmu one aspect of the prOgram and concentrating more effort in another area, perhaps more efficient use of time, talent and the money used to get this time and talent will result. The program is limited by a budget. How to get the most results from the use of these limited resources is the question. It is a question of efficiency in the use of appropria- tions that prompts this study. In economic terms, if the marginal cost of attaining our objec- tive of reaching consumers with food marketing information is greater on one part of agents' work than in another, or in one aspect of the pro- gram than in another, perhaps we could increase efficiency by putting more of our resources into the low marginal cost area and less into the high marginal cost area. The first step is to determine the effective- ness of different parts of the agents"work and different aspects of the program. Each agent can then use these findings as a guide for compar- ing effectiveness with time and effort spent in producing each part. ‘When applied, the findings should help increase the efficiency of the program. ~10- Extension evaluation in consumer information programs is a relatively new area of research. In our efforts to investigate the mass media audience for food information, we will gain some experience in developing questionnaires and conducting surveys. Our experience may be of use to others as they continue this kind of inquiry into the ef- fectiveness of the MIC program and other related programs. For this reason, our methods will be presented, along with the costs involved. No evaluation of the cost versus results will be attempted. Anyone in- terested in using these techniques will need to evaluate the costs and results in the light of his own problem, perhaps using our experience as a guide. CHAPTER II ECONOMICS OF.A PUBLICLY SUPPORTED CONSUMER INFORMATION PROGRAM gagig Questions and Vieqpoints Before studying the audience of a consumer information program -— its size, nature, preferences and sources - a review of some questions basic to the existence of the MIC program and similar programs is in order. Perhaps we should first ask: Why do we have a marketing infor- mation for consumers program at all? Can sufficient support be found to justify its being? 'What good is it doing and for whom? To aid in answering these questions, the following section of views from economic writings is presented. Six general questions pro- vide the framework for the material, which is at times contradictory. The collection is not exhaustive of this kind of literature. It is designed to provide a background for analysis and evaluation of the MIC program.- the ultimate objective of this thesis, and the project of which it is a part. The questions which will be investigated in terms of the litera- ture are: 1. Can we increase demand for agricultural products? 2. Is the income spent for food constant or expandable? 3. What can advertising do for the agricultural products? -11- -12- L. Is consumer education ethical? 5. What need is there for consumer education? 6. What economic basis does consumer education have? The material presented is not designed to to conclusive. It is to be illustrative of the kind of thinking that has been done on these questions. Can fig Increase Demand For Agricultural Products? One of the purposes of the Research and Marketing Act of l9h6 is the increase of demand for agricultural products through consumer education programs. Section 203f allows for the appropriation of funds in cooperation with the states to engage in consumer education. This section reads as follows: To conduct and cooperate in consumer education for the more effective utilization and greater consumption of agricultural products. That no money appropriated under the authority of this act shall be used to pay for periodi- cal advertising gpace or radio time in carrying the purposes of this section. The Marketing Act funds are provided for both the benefit of "agriculture"8 in particular and the welfare of society in general. Consumer education is intended to be a means to both ends: a benefit to agriculture through increased demand for its resources and to society through the economy and other benefits resulting from more intelligent buying decisions. 7Marjorie Boyts, "Demand Shifts Via Public Institutions,“ (un- published report, Michigan State University, 1957). 8!Agriculture“ includes farm product production and marketing facilities and services as well as the farmers of the country. Aid to 'agriculture”is often intended primarily to help the lower income farmers. Help for the lower income farmer will result from an increase in the use of land and labor, "agricultures" raw resources. -13- Can a consumer information program aid in bringing "greater consumption of agricultural products" as the Marketing Act asks it to do? This necessitates an increase in the demand for food. 18 this pos- sible? Kramer says probably not: One difficulty in expanding the consumer demand for food is the inexpensibility of the human stomach. There are few people in the United States who eat less food than they desire. An increased consumption of one food must rep- resent, in most cases, a substitution of that food for some other food.9 This point is brought out in a discussion by DeGraff also: ...compared with other potentials, the food market is considered to be much more limited in size - to what can be accomodated in the collective stomach of the nation. Thus the marginal utility of successive increments of food drops abruptly. One point seems certain. We cannot expect to sell more total pounds of food per capita however aggressively we try. For nearly half a century the per capita disappearance of all foods in our market has varied only in a narrow range from an annual figure of approximately 1,550 pounds.10 DeGraff goes on to show how markets can be expanded through the development of new products and the promotion of higher agricultural resource consuming products. He points particularly to an expansion in the consumption of meat products as an outlet for surplus grain, and hence an increase in consumption of land and labor. Thomson lists the limits to expansion of demand as: 1. Physical, the human stomach. 9Robert C. Kramer, "The Place of Consumer Education in Increas- ing the Demand for Food," Journal 2; Farm Economics, XXXVII (December, 1955), 1370. 10Harrell DeGraff, "Economic Aspects of Food Advertising and Pranotion," Journal 2}: Farm Economics, XXXVII (December, 1955), lh68- lh69. -114- 2. Income, the constant percent of income spent for food.11 Economists have shown their concern for the Hatter of the stomach limiting demand for food, but at the same time, others (includ- ing economists) have shown their disdain for this limiting factor. In discussing stimulation of demand for food, Walter B. Carver of the Cham- ber of Commerce of the United States says: In turning to the demand for food, I have been amazed... to see repeated, time after time, by one economist to an- other, the old gag about the capacity of the human stomach being limited. I know of'no serious student of our demand problems to whom the point is important.12 Whether its importance is built up or belittled, the point in question still remains: Can we increase demand for agricultural prod- ucts? One hope for increasing demand for agricultural products may be in getting people to spend more of their ever-increasing income for food. This leads to the next question. 'Ig the Income §pent for Food Constant gr Expandable? . Accompanying the argument of limits to food capacity is the imit of income as listed by Thomsen above. The theory that a decreas- ing percentage of income is spent for food as incomes increase seems to be under fire. From the pages of Fortune magazine come optimistic words and figures: Ever since'WOrld'War II, in fact, Americans have been disproving the old dictum known as Engel's Law which has it that nations and individuals spend a diminishing percentage of their incomes on food as their income increases. Having 11Frederick L. Thomsen, A ricultural Marketin (New York: McGraw Hill Book Company, Inc., 31), pp. 325-355. 12Walter B. Carver, “Discussion: ”What Is The Food Industry Doing To Stimulate The Demand For Food?" Journal 22 Farm.Economics, XXXVII (December, 1955), 1h87. -15- spent some 2h percent of their cash income on food for years before World.War II, Americans in 1953 spent 27 percent of their cash income for food.13 However, a look into the make-up of these statistics explains some of the increase. Burck and Parker go on to say: ...Americans are consumigfi considerably more and better food than they did in 1953. And in this comment of “better food" is to be found a reason for Americans Spending a larger proportion of their income on food. Meat consumption increased 6% and Americans ate 9% more chicken, 15% I more turkey, 7% more cheese, 8% more butter and 3% more ice cream. Some of the rest of the increase is accounted for in rising purchases of more eXpensive "convenience" food. Frozen foods are a prime example. Between 1953 and 1956 there was an overall 23% increase in the consump- tion of frozen foods.15 As for Engel's Law, Shepherd points out that it was stated for one point in time only and does not apply over a period of time.16 Thus at any given time, the higher income family will spend a smaller percentage of its income for food than a lower income family but that comparisons of changes over several years are not explained. Hence he says: 13Gilbert Burck and Sanford Parker, "What A Country," Fortune, -LIV (October, 1956), 272 lthid., p. 273 lsIbid., p. 27h leeoffrey S. Shepherd, Marketin Farm Products, (Ames, Iowa: Iowa tate College Press, 1955), pp. 55-E9. -15. Engel's LaW'was not repealo., arm more than the law of gravity is repealed‘when an airplane rises into the sky; it was merely more than offset by other forces. Along with the change toward the more expensive foods went a rapid expansion in the use of more highly processed and, therefore, more expensive foods -- soluble coffee, canned and frozen poultry, prepared cake mixes, frozen fruits and vege- tables and juices, complete frozen dinners, etc... Part of the additional cost of prepared foods goes to cover wages for labor in prepared food factories. The fact remains that consumers are willing to pay more of their income for the combination of food and food marketing services. 'Whether this will result in an increased use of agricultural resources depends ‘ upon the product produced. The new combination may substitute for some existing product and reduce the demand for the latter while expanding it for the former. Thus in any discussion of demand expansion it must be kept in mind that we are dealing with different categories of demand shifts; total demand, demand for certain groups of products such as poultry and poultry products and for individual items such as eggs or broilers. 'When the total demand is dealt with, there is always the possibility that shifts'within it among the groups and individual items will be pres- ent also. The total demand may remain constant while shifts occur be- tween groups of products. The effect consumer education may have on such different kinds of shifts is stated by Shaffer. It is quite likely that increased demand for any one prod- uct stimuflated by consumer education will result in a reduction 17Geoffrey 5. Shepherd Marketin Farm Products, (Ames, Iowa: Iowa State College Press, 19553, p. 53 -17- in the demand for some other agricultural product and thereby worsen the position of its producer.- ‘What a consumer information.program might do in shifting demands and income expenditures might be likened to what an advertising campaign might do. Therefore, our next question is: What gall Advertising 22 Egg Agricultural Products? Individual groups have met with varying degrees of success in building demand for their farm product. Kohls cites several examples illustrating both success and failure in increasing demand. The sugar industry promoted a relatively undifferentiated prod- uct. Advertising expenditures ranged from $200,000 to over one million dollars annually. But the conclusion reached was that advertising did not have an appreciable effect on the eXpansion of sugar consumption. Even different brands of sugar are not differentiated enough to benefit from advertising by individual processors. The orange industry headed by the California Fruit Growers Ex- change expended large sums for promotion only to conclude that an in- creasing volume of oranges was not moved without price cuts. 0n the other hand, however, they admitted that the large crops probably could not have been moved with the price concessions made had not the con- sumer's desire for oranges been increased over the period. The lettuce industry was studied over the same period as the oranges as an example of no promotion. Like the oranges, it had a 18James D. Shaffer, "Some Observations Concerning The Relation- ship of Consumer Research to Consumer Education," Journal of Farm Economics, mm (1952), 55h. -13- xxmarkable expansion of demand but without the promotion.19 In a discussion of the article by Kohls, Robert M. Walch points out some more recent statistics. He points out that frozen concentrated orange juice has increased 'the total demand for oranges quite substantially. Sales of the new prod- 'uct have doubled in the first five years of this decade and now represent rnore than half of all orange sales. During the same period, sales of :fresh oranges declined only slightly and canned juice declined only 25%. Another example pointed out by Walch is the pranotion of lamb zand mutton in Salt Lake City. A definite increase in sales was reported aind some extra benefits besides. The cheaper cuts were selling at a higher price and the more expensive cuts were selling at a somewhat re- ciuced price with the total effect being increased returns on lamb and Inutton to both the retailer and the producer. Walch points to increases in butter sales, the creation of de- mand for wine and the success of the June Dairy Month promotions as adv ditional examples of increased demands being created for particular products of agriculture.20 Host of these examples are taken from differentiated products such as the oranges. Even though the demand for one product may increase, the total demand for agricultural resources may not be increased. The only result may be a shift of returns from one producer to another. 19R. L. Kohls, “The Place of Merchandising and Promotion in Expanding the Demand for Food," Journal 2; Farm Economics, XXIVII, (1955). 1383-1386. 2QRobert M. Walch, "Discussion: The Place of Merchandising and Promotion in Expanding the Demand for Food,“ Journal 2f Farm Economics, xxxVII (1955). 1396. -19- The questions of whether demand for food can be created and whether the amount of income that is spent for food can be expanded re- main. Conclusive answers are yet to be found. Advertisers are certain in their own mind that demand for a highly differentiated product can be created or expanded through aggressive promotion. Today's tremendous advertising expenditures are the answer to what business thinks adver- tising can do for them. In order for consumers to change their buying habits and cause a change in demand, they must be exposed to a means of motivation to change. Consumer marketing information programs such as MIC are designed to develop a useful message, which must be communicated to the audience in order to have an effect. This study in the consumer uses of mass media for food information may contribute to one part of the complex structure of actions and reactions which produce changes in consumption. These in turn guide production through the interaction of supply and de- ma nd . These observations only point out some of the things involved in justifying one of the purposes of a consumer education prOgram. Let us now go on to more questions about the existance of the consumer edue cation program. ‘lg Consumer Education Ethical? Should the producers or the government be molding consumer ac- tions to their own profit? Kyrk compares consumer information programs to political campaigns and their effect on voters. She says that in a democratic organization the ultimate power is vested in the voters just as the power of demand is held by consumers. An informed and intelligent electorate will use his voting power to approve good measures and put -20— the best men into office. An.informed and intelligent consumer will use his buying power to demand and get the most and best for his money. But who has the real power? In the political as well as the economic realm, there is evidence to indicate that the individual voter or buyer has little power or control. An individual voter cannot alter an election nor determine a public policy. Neither can an individual purchaser change the existing scale of prices or alter the course of industry. Is the real power held by the political bosses and the larger scale producers?21 Kyrk concludes that: "It is extremely difficult to draw the line, and to say where the one activity, the purely productive, ends, and where the other, the creation of demand, begins."22 ‘ a. Are we forcing consumers to buy against their will or without their knowing it? Where does education leave off and the manipulation of demand for profit begin? Considerations must be given to these ob- jections, remembering that criticism can be a constructive element. In discussing welfare and marketing research, L. W. Witt pro- poses consumer education as one suggestion for an ethical framework for marketing research and extension. To provide information that will enable consumers to dis- tribute their expenditures among food items, and ultimately between food and other expenditure items on the basis of facts, to the extent that consumers desire to balance costs and utilities ... Thus society says it is desirable to provide information that can help consumers to reach equilibrium posi- tions more quickly with changes in income, in family size and 21Hazel Kyrk, §_Theo ‘2; Consumption, (Cambridge, Mass.: The Riverside Press, 1923), pp. 9E-99. ' 221bid., p. 99 -21- composition, in variations in seasonal prices, or in changes in social position, and so on. To go beyond this raises seri- ous and tricky ethical questions. Society supports certain organizations and directs them to influence peoples' value systems in a broadly defined manner. It is the poor teacher and poor extension worker who fails to do likewise. But to urge society to adopt new pregrams to change value patterns in order to benefit one sector of the economy is more questionable than urging a new pregram because the new values are desirable in themselves. Distinguishing both of these positions from a practice of carrying on existing societal mandates to influr ence values, involves blurred rather than clear out distinctions. In a footnote to this passage, Witt states: As economists we presumably are charged.bg society with advocating means of cconowizing, of showing how to provide the goods and services desired by society with less resources and effort. But this is still a difference in kind from try- ing to influence society's desire for a particular set of goods and se rices to benefit one economic group. In his paper, Witt has raised the points for discussion as to whether we are justified in maintaining a program designed to influence one part of our economy -- the consumer —- for the benefit of one sector of production -- agriculture. In considering this question certain other functions of the consumer information program must be considered. First, the information presented to consumers is designed to be helpful to them. The better informed buyer will be able to use his resources to consume more and better goods. Secondly, the information is pre- sented on a take it or leave it basis, leaving the decision as to whether he uses it or not entirely to the consumer. These considerations do not eliminate the influence element being questioned by Witt but may help to counteract the criticism. The help that a consumer information program 23Iawrence Witt, "Welfare Implications of'Efficiency and Technological Improvements in.Marketing Research and Extension," Journal 23 Farm Economics, XXXVII, (1955), 922. can give to the consuqcr must be geared to his need. 50, our next ques- tion is: What hood I There For Consumer Educatigg? What good will it do tie consumer? Why does he need it, if he does? These are questions basic to the MIC program. Morgan ties these questions into our previous ones of ethics by saying that: x ...the democratic freedom of consumsfi choice must still involve the freedom to choose unwisely. The improvement of "buymanship” and the encouragement of more nutritious diets are some of the stated objectives of the conswner edu- ‘cation program.25 Hill consuner education help the consumer to choose more wisely? .mprove his “hugmanship?” Better his diet? The assumed affirmative answers to these questions form a large part of the justification for the MIC program. A number of writers have commented on the need for information by the consumer: To search out all the goods that are available, to higgle, to get the best buy, to equate marginal utilities is all a long energy consuming, painful process which will be avoided by ths6 consumer unless there are strong inducements to the contrary. The consumer never revises his estimates of goods or his knowledge of sources of supply systematically and simultaneously. All consumption changes are successive: and the toil and trouble of careful decision are such that changes in the basic 2hJames N. Morgan, Consumer Economics, (New York: Prentice Hall, Inc., 1955), p. 3110 2SShaffer, op, cit., pp. 551-552. 26Ruby Turner Norris, The Theo of Consumer's Demand, (New Haven, Conn.: Yale University—Press, §9h , p. 68. -23- . 9? pattern are relatively rare." At any rate, it can be concluded that useful information is difficult to find, transitory in its relevance, tricky to use 6 and harder still to remember unless you are really interested.20 Improvement in consumer's buyer's competence will come from better acquaintance with products and the market.29 To be satisfactory the narket should make services avail- able to those who want and use them, without forcing other cus— tomers to gay'for them. Little is known about the dynamics of expenditures on food and clothing, but there is no doubt that in many cases they follow habitual.;atterns. ...the smaller the single expenditure, the more probable is habitual behavior. Whether or not such expenditures are formalized in the family budget is not very important. They go 'en habitually until something disturbs the flow of behavior and leads us to make a new decision. Reid states a good case for consumer education in the following: Much of the interest in this (consumer) education arises from the belief that consumers might be trained to get more for their money. Again and again studies have been quoted revealing choices and practices which are the direct outcome of ignorance. Small scale unspecialized buying will always interfere with achieving a high level of competence. Never- theless, a well planned and executed educational program should achieve much. Systematic attention to market selec- tion has certainly been a neglected field. In many cases consumers need to be aware of their shortcomings; they need to be shaken out of a rut, to have their eyes opened to pos- sible benefits from gncreased knowledge aS'well as different methods of selling.3 27Ruby Turner Norris, The Theory of Consumer's Demand (New Haven, Conn.: Yale University Press, 19hl7, p. 7h. 2 OEorgan, op, cit., p. 126. 29Margaret G. Reid, Consumers and the Market, (New York: F. S. crOftS '35. CO.’ 19h2)’ p0 1090 30mm, p. 111;. 31George Katona, PhEchological Anal sis of Economic Behavior, (New York: McGraw Hill B00 00., Inc., l§5¥5 p._58. 32Reid, op, cit., pp. 99-100. -2h- Reid goes on to say that "The major defect in the information concern- ing goods is its incompleteness” and that: Since buying is an ever present prdblem and practical questions arise from.day to day, considerable attention in consumer education needs to be given to sources of informa- tion. To be satisfactory they must be readily accessible, easily understood and reliable as a guide.33 In speaking of food buying in particular, Reid refers to the sources of information used by the consumer before going to buy as one of the I'blind spots" of the picture that we have of consumer purchasing practices. ‘What use is made of what information is available is practi- cally unknown, she says, nor even who may be using it.314 That the consumer is in need of more information on which to base his buying decisions is one point of considerable agreement. Buy- manship can be improved through the use of more complete information. Having determined that there is a need for consumer education, let us now go on to our last question: M Economic 2131?. 2393 Consumer Education gale? When viewed in the framework of the 19th Century classical eco- nomic theory, a prognmn of the consumer information nature can be called a step toward the perfectly informed market place of the classical cone cept of perfect competition, where every buyer has perfect knowledge of every market. The classical economists' view is mentioned by Waite and Cassady: If the consumer'-research type of activity were carried out to its ultimate conclusion, it would result in a more 33Reid, op, cit., p. 100 3"‘Margaret G. Reid, Food_§or People (New York: Johaniley & Sons, Inc., l9h3), p. 352. -25- perfect market, since the improvement would come in the ordinarily inadequately informed buying side of the market.35 However, the 20th Century economist adapts the classical perfect competition model to our own time. Our present economy abounds in im- perfect competition, and its complexity eliminates the possibility of every buyer having perfect knowledge and foresight. The modern adapta- tion of the old idea says: an informed and intelligent consumption force can be the determining factor in directing our production economy toward less waste and more welfare. Intelligent consumption guides in- telligent production. ,0 Through the costs structure is one way to look at the economic basis of a consumer education program. Waite and Cassady say: There are also some possibilities of controlling costs through consumer education.... Consumer ignorance and thoughtlessnesz very probably lead to considerable mar- keting waste.3 Such a cutting in marketing costs would benefit the producer, says Kramer: Increases in marketing efficiency that reduce marketing costs and consumer prices may call forth increased supplies. Producers may gain in this case.37 Bringing the justification down to the marketing information for consumers program itself, Shaffer lists the following as aids the program may give to buying decisions: 35flarren C. Waite and.Ralph J. Cassady, The Consumer SEQ the Economic Order (NeW'York: McGraw Hill Book Co., Inc., 15595, p. 355. 36Ibid., p. 271 -26- 1. Reduce the cost of obtaining and interpreting observa- tions of value in waking improved buying decisions. 2. Contribute to the consumers ability to “collect" per- tinent information. 3. Contribute to the consumers ability to interpret data for decision making. h. Reduce the risk and uncertainty involved in individual purchases, and 5. Reduce the number of fggced actions resulting from a lack of learning time. The ccrsmner information progrars can provide information neces- sary for improved ‘Lmy'rzg :iecisiox‘us at a cost that is less to the indi- vidual than he would have to pay for it if he procured it individual y. However, it can only carry out this function if it reaches the consumer. The program is designed for the welfare of all consumers and is paid for by the taxes of all tax pay'ng citizens. Only if the information is getting through to the audience can it be a benefit to anyone. This study is an investigation of the "getting thrwugh to the consumer" aspect of the program. If it is getting through to enough people, the cost is less per individual reached. The mass media are the means of cutting this cost Ly'getting the message to more people. opinions will vary with politics on how much the government should provide for its citizens. However, education and efficiency are two quite well accepted goals which the government may aid without criti- cism. Consumer information can be an instrument in the education of the public, and it can be an aid to the efficiency of our economy. Hoyt com- ments on the educational aspect: The most obvious opportunity for the government to helpil. '- a .x . .' W. , v - g V. - . -‘ . - ‘ _ . | I .. e. ;:‘ [:1 up. u- ..i LVN“ unit of... “5,2,; mt. I, km t Lay, W. w- j" m. - ~- t ,_ -.:'.~ 1 k 9' 1 <7 __I 38James D. Shaffer, "Economic Considerations of a Consumer Information Program" (unpublished paper, Michigan State university, 1956-) -27- us toward a balanced standard of living is through education.39 Shaffer comnents on efficiency: Efficiency in production is meaninvless if based upon uninformed and unwise consuner buyingfl-O Relation of Questions to Evaluation 2: MIC Programs An evaluation begins by asking why. ‘We have begun this study by asking questions on why the MIC program exists at all. Searching the literature pertaining to consumption economics and consumer educa- tion, we have found some things to consider when trying in our own mind to answer the questions of: Call 143 increase demand £93 agricultural products?-If increased utilization of agricultural resources is the goal of a marketing program, then some increase in demand is necessary. People can eat only so much food so the opportunity exists for increasing demand only between dif- ferent agricultural products. If the demand for high resource using products can be increased, agriculture as a whole will benefit. If the denand is only shifted between products of equal resource use, some pro- ducers will benefit and others will forfeit. is the income m £31: £999 constant7—Consumers are paying a larger percentage of their income for food and food services than ever before. Hal'much of the increase goes to the services and how much to the food producers is a growing problem. Through the combination of higher resource using products and more services, the amount of the 39Elizabeth Ellis Hoyt, Consum tion in Our Society, (New York: McGraw Hill Book Co., Inc., 19385, p. $75. hOShaffer, Economic Considerations, op, cit., p. 11 consumers' income which goes for food can be increased. What can advertising 22 for agricultural products s?-Advefl .ising can increase the consumption of differentiated products, but there is doubt in the minds of many whether it can increase the consumption of the total agricultural product. Capitalizing on what it 232.do, we must advertise the products that require the greatest resource use thereby increasing the return to agricultural resources-~land and labor. [lg consumer education ethical?-Is it right to influence con- sumers for the good of producers? Consumer information programs are criticized as being influence for profit. If the programs can show themselves to be a benefit to consumers and can be presented on a free choice basis, this criticism loses its sting. cisions are based on limited knowledge. Consumers do not have the time nor the interest to obtain the information they need for better buymanr ship. Effective consumer education may result in more nutritional diets and savings to consumers. Lhat economic ba§i§.dgg§ consumer education h3337-eAn intelli- gent consumer will demand intelligent production. The result is reduc- tion in waste of our total resources. To have an effective consumer information program one that will help to use agriculture's resources, increase proportions of incomes spent for food, fill a consumer need and be justifiable in.an.economic sense, the program must reach as many people as possible with its infor- mation. Using the mass media is a way of reaching many consumers. The audience such as the MIC program can reach, its size, nature, prefer- ences and sources is the subject of this thesis. CHAPTER III REVIEW CF RELATED CONSUEER INFORLATION PROGRAM STUDIES Louisville, Kentucky, 1953 A marketing information for consumers program has been in opera- tion in Louisville since April l9h8. In 1953 a city wide personal inter- view survey of the program was conducted. Sources of information used by consumers Were questioned extensively. The study was planned and conducted by the Division of Extension Research and Training and Agri— cultural Economics Programs of the Federal Extension Service in c00pera— tion with the University of Kentucky and the University of Louisville. The survey results are reported in Federal Extension Service Circular h99, June 1955, entitled "How Consumers Got Information in Louisville." Eight main objectives are listed for the study: 1. To find out who in the city of Louisville was being reached by the entire program. 2. To define the radio and television audience reached by these . media. 3. To define the readership of the neWSpaper columns covered by the local daily and weekly papers. h. To determine the eytent to which radio listeners, television viewers, and neWSpaper readers were able to identify the program. 5. To determine the extent to which the program has influenced -29- -30. the buying habits of the food shoppers in Louisville. 6. To compare the relative effectiveness of one media with the other for this type of pregram and this population. 7. To find out about the attitude of the people toward this kind of service. 8. To define the food-shopping problems of the Louisville families. Using block sampling of the city and student interviewers from the Psychology Department of the University of Louisville, a total of 517 interviews were completed. Only the built-up area of the city was used in the sampling: suburbs and surrounding rural areas were not in- cluded. he sampled area contained 369,129 people in the 1950 census. There were 8h.3 percent white and 15.7 percent non-white inhabitants. The following findings show the way consumers in Louisville were reached with the food.werketing information pregram. The media were studied in terms of whether the food information program was received and also in terms of whether there was a potential for each medium or not. Persons were asked if they had heard a particular radio or tele- vision prOgram by the consumer agent and then asked if they'gzer listened to the radio or watched television during the hours that the agents' pro- gram was in progress. 1. Nearly two-thirds, 61 percent, of all the persons inter- viewed had at some time been reached by l or more of the 3 media included in this study. 2. There was relatively little duplication, in contacts, by the different media. 3. Newspaper columns were the sole means by which 30 percent of the persons interviewed were reached. h. Radio broadcasts were the only means by which 3 percent of S. 7. ()3 -31- the respondents were reached. Spot announcements car‘ied on another noontine radio farm program were the only means of contact with another 5 percent. About one-fourth of all the respondents who ever lis- tened to the radio on Saturdays between 10 a.m. and noon had heard at least one of the broadcasts at some time in the past. This group consisted of about 10 percent of all the persons interviewed. In addition, the spot an- nouncements carried on the commercial noontine farm pro- gram were heard at some time in the past Ly 5 percent of the reSpondents. Telecasts were the only means that reached 7 percent of the respondents. About one-third of he respondents with television sets or who had access to a set watched television during the noon hour. Three—fourths of these, or about 1 out of every 5 of all the respondents, had watched one or more (consumer information) telecasts at some time in the past. The store leaflets more the means of reaching 1 percent of the households, although about h percent of the respon- dents had received one. About half of the shoppers had purchased food from stores that did not receive a supply of the leaflets. The coverage of the leaflets was further impaired by having an inadequate number of copies to dis- tribute to all of the food stores. For that reason, no conclusions are inferred about the effectiveness of the leaflets. Regular or frequent contacts were made through the use of three mass media with about h2 percent of all the respondents interviewed. Newsgaper columns each week were the means of frequent or regular contacts in 32 percent of the homes. The weekly radio programs were the means of regular or fre- quent contact, two or three times a month, with about 3 percent. Telecasts twice a week were the means of regular or frequent contact - four or five tiHBS-u month -~ with at least one person in 7 percent of the households. ~ The clientele ever reached through the use of four media was limited to those who subscrihed to the afternoon edi- tion of the daily newspaper, those who listened to the radio on Satzrday mornings and those who listened to the commercial noontime farm program, those who watched tele- vision during the noon hour on.Wedncsdays and Thursdays, and those who bought food at the stores where the leaflets were available. -32- Regular readers of the afternoon paper abounted to 92 percent Of all the 'r'<:-S;/l):';:7i+?:ts i.‘ . at half Ll“ the p<_:te'r.- tial newspaper readership was ontacted at least once through the columns. The attitlal raj audience consisted of 39 {EIGHHL of the iespondents who said 13"”' listened to the radio UBLM‘tHQ IO a.m. and noon on Saturda"s. The potential coverage by the spot announce- ments of the commercial Loontime farm program is not known. The potential coverage of the store leaflets was limited tn the customers of the stores where they were available and by the next or of copies that were duplicated. \0 . In reply to questzc.J atout th::ther an; ixiormau-on flom the '1'.;"-‘i5 a; or coluz"; " s, the radic ole-Crane or the tele- ., I _ - A . _ ‘ ‘ an teen . son, 3. percent of the respondents said 'When the Louisville consumers who had seen consumer information programs on TV were asked which way the w* nrcferred to receive the kind of information given on the television show, they gave the responses shown in Table l. The question was only asked of those who had seen BLE 1. Ways the people pxefer to receive the kind of information given on the shcw.~« Item Percent Number answering the question......................... ?3 Preferred ways to receive the information: Television._....................................... ‘J BIewspaper......O.........................O........ 30 RadiOooooooooooooooooooooaooooo...ooooooooo-oooooo Other (TrifigaZineS and bOOkS) o o o o o o o o o o o o o o o o o o o o o o o \l \IV‘L NO Opinl'l.0n........................................ the television show, so it is not a true representation of the general o>inion txxt ratier an indzoation of those who disliked the television 1 h1"How Consumers Got Information in Louisville,“ Federal Exten- sion Service Circular h99 (U. S. Department of Agriculture, June 1955) p. iii-iv. h21mm, p. 23 ,3 show enough to say that they preferred to get their food information another way. About 37 percent of those interviewed said that thej had m“de use of some of the information appearing in the newsyeger column, the radio program or the television program. They said they used the infor- mation on good food buys, suggestions on buying food, recipes, informa- tion on food prices, suggestions for selecting food, and informaticn on nutritional values. Persons with less than eight years of schooling made less use of the information than those with eight years or more, and the information in the newspaper column tended to be used more as family income increased. There was a littke more irterest in this in- formation by families with children. The television program appeared to have more interest to lower income families. The people interviewed generally reported finding the informa- tion they received of valge and also that they'nade use of it. Readers of the newspaper column said they found the information interesting and they liked especially information on good buys and suggestions on economy. Listeners to the radio program said they liked recipes, marketing hints, information on good buys, and information on good preparation. About seven in every ten who had seen the television show said that they got some or very much telp from it. They liked the demonstrations, infor- mation on economy, buying hints, and information on good food buys. The evaluators of the Louisville survey, while realizing that it was only one survey in one city, arrived at a number of conclusions. The following findings are pertinent to this thesis. Extension can reach a substantial part cf the consumers in a city or other urban area with valuable food-marketing infor- mation. Mass media provide the means by which the limited - g"- '3 J personnel and funds can he used to get a regular contact with many consumers in an area. Here than one of the pass media outlets need to be uSed to reach large numbers of people. Wise use of the various media available is essential if the most value is to be obtained.‘ The Louisville study tells the story of how consumers get their food information in one city in terms of the existing program. Liner f aws in the questionirq;nay'be found, but the stud; is Without question the most complete one done in this area of consumer use of media for food information. Southern California, 1956 A study of the way consumers in California get their food in- foruation was conducted in early 1956. Its purposes according to the author were: 1. To evaluate the effectiveness of mass media in disseminat- ing food marketing infernation to large numbers of con- sumers. 2. To provide a tool which will sere as a guide in deter- mining effective methods of reaching consumers. 3. To illustrate a method of obtaining specific informa- tion which will be helpful to Home AdVisors d specialists in any area of program planning.~ Two hundred nail quessionnaires were sent to each of ten counties in the southern part of California. Half of these went to homemakers selected at regular intervals from county extension lists. The other i 1“3U. S. Department of Agriculture, Better Informed Conswuers, Extension Service Circular 502 (washington: U. 8. Government Printing Office, 1955), pp. lO-lh. thonstance Burgess, ”Consumer Marketing Information Survey" (Berkeley, California: University of California Agricultural Extension Service, 1957), p. 2.‘ ‘vl Ll \ LL perrxt“f of the 2,0-0 FirsblofinderS were returned, representing L3p ercent of those set to the Extension list and 26 per roe :t of tho -sent to tha nan-exter15i on lists. The questions were p33 ased in General terms and not geared to any particular eztension program. Of the C93 quesoionnaires returned, CC percent reported that thev depend z.on radio, neVasea:ers, television, etc. for regular food buyinb information. Arother 8 percent reported that they sometimes get informatie :1 from these sources. This gives a total of three 0 at of every four {etzle u 0 get food buyin: in ormati 011 from newspapers, radio and/or television. Specific questions about the source of information revealed that Ml hClC 5h newspapers are most com only referred to for food iuyin; helps, radio and T75 robra.: s also reach nary peeple. The study showed that: Three out of four seeple got sore :arketing information from wsLeL er Cre out of six Lew s got scme information from radio probrcns or cc- wxarcials. One out of seven people got some information from TV prog ans er coniercials. 'Within the three- . Mdi concerned, fu ther rasu-ts were found; however, each of the findings must ue vicwr:d uiM the d‘eriouticn of the returns in mind. Some areas responded ouch more heavily than others, and the extension orientated consumers responded more heavily than the non-extension orientated ones. The findinbs regarding ;ach nm edia are as follows: _').-/~.. J" ‘ 41“ 1 “0' O u 1" ‘.' -’|' _., V, ‘ . . . ,v‘, ..1-3 ,_ ,“3 _- . Lidia . :1 ten Lunch-inert.) a‘:.‘~.‘.‘H_‘Ieh 1m: ..Lr;.'_,o.,(1ns ri’é‘r-‘l-‘b V- .. n J‘.~‘ -— ,. . f“ . ..~.., ~ ‘ .. ..»‘. .. 1 ,9 . ..y— ets. C. tris numter, c) igicewt oeisnu u~on dell; Laters only A L i‘ii'1-IIS‘.:I'.L 1 for food ‘onyirg irfor raiion, lo perce t ‘egend u.on fldtfilv Lagars onlg, n - - ~‘ -- ~ -‘ r~ ‘ 3 1 - \ " If I 3 - c0 pxrfiewt deyeru on , in, uhO 1 percent deyenus an seul- w‘fltxly yapzrs. ‘ ‘ ‘- 2 I\ "t -‘ . ' . ..~'~ . 'V . . - . f.‘ .. Seventeen yearned, or we out of sir/C {worm}. I81MIEJJIb the dies- ti O‘rtx’aaire: .3: udicated twat toe, do bit he] Ml] fut»: rut-11‘-‘H'-;timr and prepare.- tion infol‘r‘mi inn FI‘HIL H's. radio. 1‘ , _ , _|_ Q (VIP. (Wt- fl: 3 7123' l’3:.l)x)?. “JP.” .8 TGPLW‘ha-em - . .\ .~ ‘ , -. .- -\r J . .y f. I J . .- ' - f\ s . , r V“ -- \_ ‘3 1 ing u--.(l Lzl‘vrpuuz I:_.: -.3 formui on ft‘ww ., ~"~.’io.-«JI;. 1141‘“! 0.1. an. t {.4818 of w‘rd reijwrs 'r wt putt U lufc1uu fr this sourle, i'CT d? L ""w'i TV," "" .1 w, '1‘ .1}. Jr: (71:191.; Gout-inn," "poor 1';‘.C€L‘tion," {i‘u‘t " f ‘ “kilfUJ, iTOb‘L ..‘o. Sewer: out 0," Km o r-spon.“:e‘. 3.:3 t‘w quest-i .1 Hair”3 refinri-xd 1,:1'8,’ t ‘10:? do “.1! 5-,- Hf‘ the food :(zr'27'313'b 5.:ft.1r:.‘la‘.1(:n which 57%;? I“:- Ceive. One out of ten renorted thwt the, in not use it, and two of each ten failed to answer the question. The conclusions reached 'n this California study recs 1 312114. I" 1.5%: m" nass 'HP'Ea for firm”? {hf ‘1'11I'2'z EM! are based 0:1 Ur: I‘Lr'uI'HL v,v-Lv- .0 or- ...v‘ -.,1 1.. ,1'. r- .- '_'." tfki'; ~.,.'l‘l°k:9 Curl Ll 1~.':Ll' riff)"(.‘1!(.ie}t,b LU) -.,_'oc9 LA: ale--31., 5P3" bun-2 n-zn Hf food marketiu¢ infernatiox. lulS 7rdicates a TPdQ)-L~L- audience for this kind of on; ram, and the yotertial for more audience was pointed up by comments of those who did not use the media such as: "little or ro telgful information available," "no local column," "tiIne of r i0 or TV program rot Convenient," etc. The firdings of hese two survey 5, lOuh on food marleting infor- 1 ration audin ass as re:- Ached tlmr 15h tne mass media, will 9 COII‘L' ared to (r; the findings of this thesis in a later chapter. The findings of the ‘3?" ..-fi '..--,- c. ‘J 0‘ Q‘ko~ ‘ ‘0 . .... 1__ _ ‘ .L" ‘0: __."I‘ , I . .‘. J 1 3111‘“an 1.2;.H‘1iaet1 .U- 'II‘L) Means Jill uu Of ~._-JL,.) LJB Luz-(>5 L‘BLJI“?,~.\3£ILQ:H w-.. H .. W -.L. LY, m1 -‘I .J' __, vv‘ ‘— ,_, -‘ , f' .." 11.; ..L") ACLU 1.9.“; and Cum—ir'hlna bu‘wsadlrs: ‘KJL Will “(:3 {D‘Jad‘fiu to LULA. ‘. ' l O . \~ n ‘- ‘ - pf >1 ' w \ ‘. . '. t -‘ ya ~‘ .- -1 - 'f . i r- A. - . ififflnkflflrfl 1mg;rw1a1.Dtm1th93mnm.zudi¢‘un pditVudJ be gad€fi to five skecific consumer marketing information program which is in ogera~ tion in Kickigan at the plvsent time. CHAPTER IV CONSUMER USE OF MASS MEDIA FOR FOOD INFORMATION IN MUSKEGON, MICHIGAN, PERSONAL INTERVIEH SURVEY How The Personal Interview Survenyas Made During the first three weeks of September 1956, a personal inter- view survey'with 311 Muskegon homemakers was completed. This survey 'was designed to do some exploratory question pretest work in surveying consumers which could be used in further studies. Four groups of ques- tions were included in the survey to find out: ’ 1. What is the current level of consumer knowledge? 2. ‘What kind of information do consumers say they want? 3. ‘Where do consumers look for food information? h. ‘What are some of the characteristics of consumer food-buying behavior? Material and data from question area three will be used in this thesis. The other areaS'will be covered by other graduate students in their respective studies and theses. The Muskegon situation provided an opportunity to survey a city 'where no MIC agent had been assigned. The agents in Grand Rapids and Kalamazoo reached the area through television and a few newspapers, but no agent had been active in the immediate area. A new agent was being assigned to the Muskegon area immediately following the period of the survey. In this situation there was a chance to gather local material for program planning by the new agent, an opportunity to establish a .38... .39- kind of benchmark for consumers who had not had the chance to receive the local type of program material and an opportune place to test ques- tions on an industrial urban population, quite typical of this part of the United States. To use this situation, two different questionnaires were written and used alternately by the interviewérs, 153 of one being completed and 158 of the other. Some questions were identical and others were alike in nature and area but with a different approach to finding the answer. 'Where identical questions made it possible, tabulations were made on the entire group of questionnaires. Other questions were grouped together if possible or results presented on only one set of questions that were nearly the same. See.Appendix A for the portions of the questionnaires that were pertinent to this thesis. The sample to be interviewed was selected in a random manner from the Muskegon City directory published by R. L. Polk and Company. A total of 311 homemakers were interviewed by Mary Strictland, Marjorie Boyts, and the author, graduate students in.agricultural economics and Harriet Lundberg, newly assigned consumer information agent for the Huskegon area. The interviews were conducted with the homemaker or other persons who bought food regularly. In a few cases this was the husband or one of the children, and at times both the husband and the ‘wife were interviewed together. One call back was made to the no answer households and efforts were made to call back when the occupant would be at home based on information gathered from near neighbors at the time of the first call. Some of the interviews were conducted in the evening in these cases, but most were conducted during the day, Mbnday through Fri- day) 9-12 a.m. and 195 p.m. The interviews varied in length from 15 -ho- minutes to an hour and a half depending on the respondent. Muskegon is a city of h8,h29 (1950 census) people located north- west of Grand Rapids on.the shore of Lake Michigan. It is an industrial city, the principal industries being foundries, aircraft motors, machine ery manufacture and shipping. There are no colleges or governmental agencies and offices of any appreciable size located there. The popu- 1ation includes severa1.distinct racial and nationality groups. The non-white population is substantial, and distinct groups of Polish and Hungarian immigrants are present. The predominant religious group is Dutch Reformed, which reflects the Dutch ancestry of much of the Grand Rapids, Kalamazoo and Muskegon area of Michigan. Tabulation of the schedules was completed by student employees of the Department of Agricultural Economics. 92225 g; Surveying For the information of people contemplating methods such as were used in this study, the costs.incurred on the surveys reported in this thesis are listed here. Muskegon Personal Interview Survey Interviewers (cost computed at rate of $360 per month - the rate being paid to inter- viewers by the Ag. Econ. Dept. at this time) About 500 hours at $250 x.h........................... $1,000.00 Expenses (mileage, meals, lodging) $125 x h........... 500.00 Schedules (duplicating - estimated cost at abOUt $2.60 per 1,000 pages.........o................. 16000 Total...........o $1,516.00 Cost per completed schedule (not including ubmtion)...........00.00.000.000.......OOOOOOOOC... 8 hOB'? For the purposes of this thesis, not more than one-fourth of the information included on the schedules was used. Other portions of 4,1- the information will be used on further studies and other theses. Results 22 Muskegon Survey On the personal interview study we tried to find out what media the consumer says is her source of food information. Each homemaker interviewed was asked about each of four media: television, radio, news- papers and magazines. She was asked if she used.each one as a source of food information and then asked to indicate which was her most impor- tant single source of food information. To find out if they used the sources indicated, homemakers were asked to give an example if informa- tion'which they had used from one of the media. This is what the homemakers in Muskegon said: Television-Eighty-six percent of the homemakers interviewed said they had a television set. This is more than the national average of three out of five homes having television.h5 (See Table 2) TABLE 2. TV set ownership in.Muskegon National Muskegon Avera e TV households 86 75 NoneTV households 1h 25 (N - 221) 'When asked if they ever watched the homemaker television shows, h3 percent said yes. No particular time or show was specified in this l‘5"Television Homes Reach 35 Million," Broadcasting and Tele- castin , July 30, 1956, p. 36. THES‘L: -ug- question. They were just asked if they ever watched television shows dealing with homemakers activities.) (See Table 3) TABLE 3. Homemaker show viewers in Muskegon Yes Do you ever watch homemaker shows on TV h3% (N ' 221) About one out of ten homemakers interviewed said they watched homemaker shows of some kind frequently and one-fourth reported that they watched them sometimes. (See Table h) Almost two-thirds did not TABIE h. Fraquency of homemaker show viewing in Muskegon Frequently 11% Sometimes 25% Never or no answer 6h$ (N I 221) watch during the day or did not answer. (The no answers include all ‘those who do not have TV sets.) Eadig-Of the group interviewed, 86 percent of the households reported having a radio. On a national scale the percentage is about the same - 87 percent."‘6 Comments such as ”we gave our radio away when h6‘8fit of U. S. Homes Use Radio Weekly,“ Broadcastigg Telecasting, July 23, 1956. 1: THE- -10.. 'we got our television“ might explain a few of the noneradio households. These figures do not count the people with radios in cars. (See Table 5) TABLE 5. Radio ownership in Muskegon Radio households 86% Non-radio households 114% (N - 221) The homemakers were asked "Do you ever listen to particular radio programs about food?" Seven percent of the respondents said yes. (See Table 6) TABLE 6. Radio homemaker show listeners in Muskegon Do you ever listen to particular radio yes programs about food? (N ' 221) NewsEper-Jl‘he coverage of newspapers in the Muskegon area is about 93 percent according to our survey. 011 a national scale there are 55 million daily newspapers. sold which is an average of slightly more than one per family.’47 (See Table 7) TABLE 7. Newspaper coverage in Muskegon Homes that receive newspaper 93% (N a 221) mmirculation of U. s. Dailies Soars Above 55 Million.“ Editor and Publisher, February 5, 1955. p. 78- -hh- When asked if they read the food page in the newspaper, 37 per- cent of the homemakers responded that they read them daily, another hh percent read them sometimes and only 15 percent said they never read them. (See Table 8) TABLE 8. Newspaper food page readership in Muskegon Read Food.Articles Percent Every day 37 Sometimes hh Never 15 No answer h '(N - 197) Maggzines—-'Do you read magazines for food information?" brought a yes response from three-fifths of the interviewees. Thirty-five per- cent said no and h percent did not answer. (See Table 9) TABLE 9. Readership of magazines for food information in Muskegon Question Yes No No Answer Do you read magazines for food information? 61% 35% ufi (N I 221) Conclusions 32 Media Coveragg and Response in Muskegon-eAIthough Muskegon has no TV station of its own, the television coverage of the area is substantial due to the good reception that can be obtained from stations in Grand.Rapids and Kalamazoo. Milwaukee and Chicago stations .445 .. can also be received at times when the weather is good across Lake Michigan. Through the television set the consumer agent has a gateway into 85 percent of Muskegon households. Thirteen percent of the home- makers reported having seen either the Grand Rapids or the Kalamazoo agents on television programs. However, daytime TV viewing is limited. Up to two-thirds of the Muskegon respondents don't view daytime TV programs and only about one in ten is a frequent daytime viewer. This, of course, limits the potential audience for consumer food information via television. The radios are available in Muskegon homes, but people just don't listen to them for food information. ‘At the time of the survey, of course, there was little or no consumer market information available on the local radio stations. At one home, however, where an interview was being conducted, the writer heard the Lansing Consumer Marketing Information Agent presenting a program of market buying information on _ the radio during the interview and the respondent still said that she did not listen to the radio for food information. Having the radio on but not listening to it seems to be a general.American.habit. We use the radio as a sort of working companion but do not pay very close attene tion to what is being said. This indicates the potential for consumer information on the radio in.Muskegon.may be best exploited by=spot an- nouncements as well as or rather than regular programs. Newspaper coverage in Muskegon is very good, and the readership of food articles is high too. Four-fifths of the homemakers had read food articles at one time and one-third were daily readers. This leads to the conclusion that the newspaper is the most certain way to reach large numbers of consumers in.Muskegon. T! 446- Magazines have good coverage also with three-fifths of the respondents saying they read magazines for food information. The maga- zines mentioned were primarily the national circulation ones, Ladies Home Journal, Women's Home Companion, Better Homes and Gardens, Good Housekeepigg, ani McCall's were the most popular. National magazines do not provide an opportunity for the local agents to get marketing in- formation to consumers, but the possibilities of using this kind of a medium for this kind of information could be considered. Monthly con- sumer letters which have been used in some cities could become a sort of marketing information magazine. Agents could use some of the ideas for presentation used in magazines and perhaps even tie some of their information in with national magazine features. Television—(See Tables 10, 1.1., and 12) There is little signifi- cance to be found in a comparison of homemakers who watch some television food shows and their age, education and incomes according to our Muskegon survey. Of the total group who reported that they did watch television food shows at some time, one-third were less than 35, one-half were be- tween 35 and 55 and one-fifth were over 55. Television food show viewers by age* TABLE 10. i of i of Group I of TV Pood Age Sample In Who Watch Show Viewers This 93an TV Food Shows In Each Grcnyp Less than 35 28 59 33 35 to SS 148 51 h? 214 L3 20 More than 55 Average 51 (N I 207) *Significant at .30-.20 Level Education and television viewing for food information were not found to be significantly correlated in this survey. The largest group of those who watched television for food information had completed high school. TABLE 11. Television food show viewers by education* % of i of Group 5 of TV Food Education Sample In ‘Who watch Show Viewers This Group_, TV Food Shows In Each Group Grade school only 25 55 2h Some high school 17 50 15 Completed high school hl 56 hi Some college or more 17 69 20 Average 57 (N = 195) *Significant at .20—.10 level TABLE 12. Television food show viewers by incomei % of i of Group 5 of TV P053 Income Sample In Who watch Show Viewers This Group_ TV Food Shows In Each Group Less than $3,500 23 - hh 19 33,500 - $6.000 50 53 51 More than $6,000 27 57 30 Average 52 (N = 199) ISignificant at .50-.30 level Income level did not become a significant factor in television viewing for food information in the Muskegon sample of homemakers. About half of the homemakers of all income groups reported they had watched -148... television shows for food information. 01‘ the total who watched tele- vision for food information, about half were in the middle income bracket, $3,500-S6,000, two-fifths in the lower than $3,500 group and three-fifths in the more than $6,000 group. Newspaper—(See Tables 13, 1h, 15, 16, 17 and 18) There was no correlation between age of homemaker and reading of the food page. In all of the age groups about one-fourth of the homemakers said they read the food articles daily, about one-half read them sometimes and the re- maining never read the food pages. Of the daily readers of the food page, one-half were in the middle age group and one-fourth were younger or older. TABLE 13. Newspaper food page readership by age!!- Age % of Total f of Group Who Ream Page Daily Sometimes Never Less than 35 28 2h . 52 2h 35 - 55 ha 28 at _ 29 More than 55 2h 25 148 27 Average 26 ’47 27 (N I 219) *Significant at .90-.95 level There was some correlation between newspaper food page reader- ship and education. As might be expected, the homemakers with the least education were less avid newspaper readers. The largest group of both iaily arxi sometimes readers were in the completed high school education CI‘ cup 0 There was a significant correlation between newspaper readership 1d income level. The middle income group ($3,500-$6,000) has less of -hg- TABLE lb. Newspaper food page readership by education* % of Group Who fiead Food Page Education % Of Total Daily Sometimes Never Grade school only 23 15 51 3h Some high school 16 31 38 31 Completed high school hl 32 52 16 Some college or more 20 29 hh 27 Average 27 L8 25 (N I 205) *Significant at .20—.lO level TABLE 15. Newspaper food page readership by incomefi Income Group % of Total % of Group Who Read Food Page Daily Sometimes Never Less than 33,500 21; 21; L3 33 $3,500 - 36,000 h? 13 6h 2h More than 86,000 29 30 143 28 Average 20 53 27 (N - 188) *Significant at .os-.02 level the daily readers and more of the sometimes readers than the average. The higher income bracket has a high percentage of daily readers and the lowest income bracket has a high percentage of never readers. The largest group of daily food page readers was in the highest income bracket and the largest group of sometimes readers in the middle in- C 01118 group. -50. TABLE 16. Newspaper food page readership by age % of allfiily 7,5 of Sometimes i of all Age Readers in Each Readers in Each Never Readers Age Group Age Gropp in Age Group Less than 35 26 31 25 3S - 55 51 us 50 More than 55 23 2t 2t (N = 219) TABLE 17. Newspaper food page readership by education % of all Daily 70 of Sometimes % of all Readers in Each Readers in Each Never Readers Education Agp Group_ Age Groupk in Age Group Grade school only 12 2h 31 Some high school 18 12 20 Completed high school h8 h5 27 Some college or more 21 18 22 (N = 205) TABLE 18. Newspaper food page readership by income 3 of all Daily- 5 of §Lometime3 % of 8.11 Never Readers Income Readers in Each Readers in Each Age Group Age Gropp in Age Group Less than . 83,500 29 20 29 $3,500-ss,ooo 29 S7 hl More than 36.9000 142 23 29 (N = 188) -51- Itiagazines—(See Tables 19, 20 and 21) Readership of magazines and age were not significantly correlated. In general two-thirds of the respondents read some magazines for food information. The distri- bution of the readers was on the same percentage as the distribution of age groups 0 TABLE 19. Magazine food article readership by age! ‘ fof 3’5 of Group Who % of all Age Total in Read Magazine Magazine Food This Group Food Articles Article Readers Less than 35 32 68 33 3S - 55 m 66 us More than 55 2h 60 22 Average 65 (N = 209) *Significant at .50-.70 level Magazine readership and education were associated with a high level of significance. Magazine readership increases with education TABLE 20. Magazine food article readership by education! 70f f of Group Who % of all Education Total in Read Magazine Magazine Food This Grog) Food Articles Article Readers Grade school only 23 39 13 Some high school 20 5h 16 Finished high school bl 76 h6 Some college - or more 16 100 25 Average 67 (N I 200) *Significant at less than .01 level -52- from a low of 39 percent of the homemakers with only grade school edu- cation to a full 100 percent of those with at least some college. Three out of four of those who had graduated from high school read maga- zines for food information. Almost three-fourths of all the homemakers who read magazines for food information had completed high school (in- cluding those with some college). Magazine readership for food information was related to income, with the middle income group ($3,500—86,000) being the most avid readers. Magazine food article readership by income! TABLE 21. A i of 32 of Group2Who % of all Income Total in Read Magazine Magazine Food Thig Grog _Food Articles Article Readers less than $3,500 22 39 16 83,500 - $6,000 1:9 62 59 29 hh 25 More than 86,000 Average 52 (N l' 188) *Significant at less than .01 level Sixty-two percent of this group reported that they read magazines for food information. Among the higher income families, readership was some- what less (W) and among the lower income families, it was substantially About six out of ten of the homemakers who read magazines less (39%). One-fourth of all for food information were in the middle income group. the magazine readers for food information were in the highest income group 0 Media Most Helpful 3.2 Homemakers for Food Information When the Muskegon homemakers were asked which media of the four -53- mentioned, television, radio, newspapers and magazines, was the most helpful to-them as a source of food information, magazines were the most Forty-one percent said magazines were the media frequently mentioned. Newspapers were next they thought most helpful for food information. Television was the choice of 18 percent and 2 percent with 29 percent. A few homemakers mentioned listed radio as their most helpful media. more than one media, the most frequent combination being magazines and (See Table 22) newspapers. TABLE 22. Media preference for food information Most Helpful Media Percent Television 18 Radio 2 Newspaper 29 hi Magazines From these findings it appears that seven out of ten homemakers in Muskegon find the printed media most helpful for food information. The conclusion indicated is that the best way to get food information Two out of ten to consumers is through the newspapers and magazines. find television most helpful, while radio falls at the far bottom of the It would appear that these media are far less acceptable 'than the 11513. printed media as a means of reaching the mass audience in Muskegon with food information . CHAPTER V CONSUMER USE OF MASS MEDIA FOR FOOD INFCRMATION FROM MIC HiCBRAM IN TWELVE CITIES, TELEPHONE SURVEY How The Telephone Surveys Were Made To assist in evaluating the MIC program throughout Michigan and to find out how the program is reaching consumers, a series of telephone surveys was executed in each of twelve cities where the program is in Operation. In some cities all three media, the newspaper, the radio and television, are used, and a survey was conducted on each media sepa- rately with a question included on the other two media in operation so that the extent of double and triple exposure could be determined. In two cases adjoining cities were surveyed to see the effect. of special programs which the agents were carrying on in addition to their own pri- Surveys were completed in the following cities and media: mary city. Detroit. . . . . . . . . . . . . . .Newspaper and Radio Grand Rapids. . . . . . . . . .Newspaper, Radio and Television Bay City. 0 o o o o o o o o o o e OTGIGViSion Kalamazoo. . . . . . . . . . . . .Newspaper, Radio and Television Lansing. . . . . . . . . . . . . . .Newspaper, Radio and Television Muskeg-on. . . . . . . . . . . . . .Newspaper and Radio Marquette. . . . . . . . . . . . .Newspaper and Radio Pontiac. . .... .........Newspaper Royal Oak.............Newspaper -55- Saginaw” . . . . . . . . . . . . .Newspaper, Radio and Television Flint.. .... . . . . . . . . . . .Newspaper and Radio Traverse City. . . . . . . . .Newspaper, Radio and Television The goal set was 300 calls in each individual survey; however, with varying percentages of no answers etc. , it was not reached in some cases. The questionnaries were designed in consultation with each agent to fit each individual program. The names of programs and news articles were used wherever possible to identify the article or program in ques- tion. In addition to asking whether the respondent either read the arti- cle, heard the radio broadcast or saw the television show, questions were included to find what part of the program was of particular interest to the respondent and if they could use the information given. These questions on interests and use were included to prompt comments and re- marks which may be used for program planning. Each survey was conducted during a period immediately after the release of the article in a daily newspaper or following a major radio broadcast or television show. For example, in Lansing the regular weekly news release appears in the Thursday afternoon paper. The survey was conducted on Friday, asking whether or not the respondent had read the article. In the case of television in Lansing, the agent appears as a regular guest on a Friday morning homemakers show at 11 a.m. The call- ing was begun at 11:30 immediately following the completion of the show nd continued throughout the afternoon and evening. In the case of radio ~oadcasts, the survey was geared to a particular program where possible ‘ to all radio work of the agent when spot announcements on more than U 2 station were a major part of the radio work in that city. . l r I m. l o x I .b I -56- Callers were hired by the agent in each city and were paid $1.25 per hour for their work. This method was generally satisfactory, but in some cases there was a wide variance in the speed of the completion In pre—tests conducted in Lansing it was found that callers of the calls. However, could make at least 15 and at times 20 more calls per hour. this rate did not hold for an average for all callers. Calls were made during the day, 9 a.m. to 12 noon and in the Evening calls were made during the period 7 to afternoon 1 to 5 p.m. Callers were instructed to make two call backs on those not 8:30 p.m. Call backs reached the first time due to no answer, phone busy, etc. were to be made at least one hour later and during another period of the day where possible, for instance, afternoon call backs were to be made on morning no answers and evening ones on afternoon failures, etc. Some of the questionnaires as they were returned indicated that this was No check could be carried out well, while others gave no indication. Questionnaires were accepted as filled out by callers. made on this point. The telephone numbers for the calls were selected at random from current telephone books of each city. Patterns for indicating every nth munber were made and only the household addresses used. Numbers were taken from the telephone books by student employees at Lichigan State in most cases. The surveys were conducted during the first two weeks in May, 1957, in all cases except the Lansing television survey which continued Some agents reported that over three weeks in late April and early May. musually good weather on the days of the surveys added to the rate of During the entire two week period of 3 answers which were obtained. the temperatures were above normal and fair weather prevailed. .e survey, -57.. The writer believes that if the survey had been conducted earlier in the year, the results may have been more favorable for the LLIC program, and had it been conducted later in the year, especially the swmer months, the results would have been less favorable so that the time was probably good for an average sort of view. In addition to the recall survey outlined, a coincidental survey was conducted in lensing, on the consumer Iziarketing agents portion of the television Show. Calls were made during the 10-12 minutes that the agent was being televised. Recall surveys of the type used in other cities were done on the same prOgjram with the calls being made after the pro- gram was finished and continuing through the afternoon and evening. This combination of coincidental and recall surveys on the same televi- sion show was conducted first over a period of three weeks in late April and repeated on hay 2h. Choice of Method The telephone type of survey that was used has the advantage of being one of the most economical methods of surveying that is available. It also has some disadvantages in the sample that is obtained. A brief discussion of these advantages and disadvantages is warranted here. Discussion from literature—The following merits of the telephone survey are paraphrased from Parten: The telephone interview is the quickest of the survey techniques. The refusal rate is usually low among people who are reached by phone. The approach and questions are easy to standardize on each interview. The cost per cormleted interview is low for the sample covered. Interviews may be scattered throughout a wide area within a city without adding to the cost. As compared with the mail questionnaire, the telephone survey provides more complete returns, and they can be more effectively controlled when desired. The disadvartag'es of the telephone survey include: v not be representative. In Telephone subscribers 1.0., 1950 less than half of all homes in towns over 2,500 had tele- phones. Detailed data can't be obtained this way. Questions must be short. when observation of the situation is necessary, it is un- usable. Information about the respondent must be limited to one or two facts. Items such as age, nationality, income, etc. are difficult to secure by telephone. Attitudes and opinions are difficult to mea sure. Limited to urban audiences. The brevity of the introduction and the questions do not give the inforrant much time to orient himself to the subject matter of the survey. Reactions requiring careful thought cannot be obtained by telephone. The task of checking the no answers, wrong numbers, busy signals, etc. is time-consmuing but must be done if the sample is to be representative of telephone subscribers. If the telephone techniques have been used too frequently in an area, respondents develop an antagonism to all telephone inquiries. Lisinformation is hard to detect and check in short inquiriesJ‘B 5, Polls and Sam less Practical Pro- ham'ilo‘red Pa rten, Survey Harper Bros., I§§dT:-pp. -93. dares, (New York: -50- / The recall type of survey that was used has some disadvantages too. Calling in a period after the show or after the newspaper has been out for a day is reputedly not as accurate as calling coincidentally to the radio or television program or personal interviewing on readership, but it is much more economical. Some of the disadvantages according to Chappell and Hooper are paraphrased below: Memory is the big thing in recall surveys. Do people re- member correctly when asked about a certain program? Most of the recall surveys formerly used by radio rating services were the unaided recall type where no mention is made of the pro- gram by name. The respondent is just asked what radio programs he may have heard in the past few hours, usually a given period of perhaps two to four hours. Some factors that seem to affect memory show up when recall is compared to coincidental surveys. The age of the program has an effect. If it has been on the air a long time as a regular feature, people tend to re- member it better. In the unaided recall surveys the older, more established programs rated higher on the recall than on coincidental, while the newer programs rated lower on the re- call 0 Program length has an effect too. The longer the program, the higher above the coincidental rating will be the recall rating. An hour program rated at 13h.2% of the coincidental, while 15 minute ones rated at only 88.1% of the coincidental survey. Popularity increases the ratings on recall as compared to coincidental too. The more popular shows get the best ratings. Also, the type of program affected the ratings. Iews broadcasts received much lower recall ratings in com- parison with coincidental than did the variety shows, concert music, and drama programs. Another possible source of bias of the recall method that must be recognized is the shifting base of the at home people. Some who are at h9h’atthew N. Chappell and C. E. Hooper, Radio Audience Measure- ment, (New York: Stephen Daye, 19%), pp. 138-1 . -60- home at the time of the call are not at home at the time of the program This can vary with the season and the locality. Under and vice versa. normal conditions there is no one at home in approximately fifty percent more homes in July and August than in January and February. Different parts of the country affect this percentage being at home too, but that does not concern us, as all the calls made were in leichigan. ratings On the basis of these disadvantages, the commercial radi are mostly done on the coincidental basis at the present time, but the advantage of the ease of operation and low cost of the recall survey method to use in this study. The seasonality factor 4- made it the best was not present, the surveys being done in hay, and the locality factor was cancelled by all the calls being made in Michigan. The memory fac- tor was partially compensated for by the aided recall, asking about a particular program by name. The influence of the length, popularity and type of program are not so great in the aided recall. However, the memory factor is still present and perhaps there are those who answered incor- rectly due to lack of/or wrong recall. Discussion From Egperience-wBecause of the several disadvantages pointed out in the literature on radio surveys, some investigation of the effect of these bias factors on the surveys conducted in this study Coincidental surveys on television shows in Lansing seemed necessary. Also a spot check of were made at the same time as the recall surveys. the Lansing cit; directory was made to determine the percentage of homes with telephones. Coincidental Survey Results—The two sets of recall and coinci- iental surveys conducted in Lansing on the same television show give us check on the accuracy of our recall method of surveying in other cities -6-1- as well as Lansing. In the four surveys conducted on two television programs, the following results were obtained: (See Table 22) TABLE 22. Comparison of coincidental and recall survey results Survey ngtd Sing 7 338:???“ First Coincidental 156 13 First Recall 23b 7 Second Coincidental 111; 12 Second Recall 163 . lO None of the percentages of total contacted seeing the television show are significantly different at the critical level. The low of 7 percent on the first recall was rather close to being critically differ- ent (within the 15 percent level) from the 13 percent obtained on the coincidental. The results of the pre-test of the recall survey were 10 and ll percent, which might indicate that the 7 percent was unusually low. Differences in the day, the weather and the particular show might have caused some variance. The results of this test of the method would tend to disprove the hypothesis that there is a great deal of difference between the co- incidental and recall methods of telephone surveying. That there were no significant differences in the two Lansing. coincidental and recall surveys lends credence to all of the surveys done in 11 other cities on ,he recall basis. All of the recall studies may be as accurate as a oincidental survey might have been. The cost of the coincidental survey would have been prohibitive. all of the radio and television surveys had been done on a coincidental -52- basis, it would have been necessary to have almost 500 callers. Using the recall method on all three media, including newspapers, it was neces- sary to hire and supervise only 69 callers. Using the recall method makes this kindiof a survey possible for such a program as MIC. The memory factor is still the biggest disadvantage of the re- call method. The comparison of the Lansing coincidental and recall find- ings show a slight difference in favor of the coincidental survey, al- though it was not significantly different. The aided recall conducted imediately after the program corrects the memory bias to a large extent and on the basis of the findings presented here, the difference would not be significant. A spot check of more than 1100 households listed in the 19514 Lansing city directory showed that 92 percent of the households had a telephone. No accurate figure was available for 1957, but it would be logical to say that the number of households with telephones would be higher now than in 19511. Lansing is quite representative of the cities surveyed. From these facts it‘can be concluded that the telephone survey, with numbers selected at random from telephone books, will reach a cross- section of the population of the cities surveyed. Cost of Telephone Survey : Questionnaires (Duplicating-estimated cost $2.60 per 1,000 pages) ti: 13,000 25 33.80 Callers (hired by agents in each city for $91.25 per hour) 582 hours 727.50 Students (Taking phone numbers out of books) $1.25 per hour 31.25 Total $792.55 Cost per completed schedule (not including tabulation) .07 -63- Tabulation (One girl, two weeks at sloh.oo $1.30 per hour) Cost per completed schedule (Including .08 tabulation) From comparisons of the costs, it can be seen that the telephone survey makes possible the kind of extensive coverage that the personal interview cost would prohibit. At the rate computed above, the cost of the 11,193 completed telephone surveys, if done on the personal inter- view basis, would have been 35h,509.9l. were congleted on a minimum number f" All of the .elephone surveys The standard errors of the percents that are shown in the follow- baSiSo ing taltlcs Show the variance which is possible within the small sample with which we worked. The total audience percentage figures are listed with a plus or minus number in parenthesis. The chances are 95 to 100 that the results would be within the ranges of the plus or minus figure ( indicated if the survey were repeated. According to Cl'nappell and Hooper, the minimum number of calls They chart for a radio rating is 300, the number we set as our goal. the minimum variance with 300 calls to be plus or minus 5 percent when dealing with ratings of the size which we were finding. The findings of any sampling system were expected to be less than this 5 percent toler- ance in 90 out of 100 cases in the computations of these commercial rat- ing makers. 50 General Survey Results With each city setting up its own survev system, using different Sofiatthew N. Chappell and C. E. Hooper, Radio Audience Measure- Stephan Daye, l9hh), Chapter V and VI. rent, (New York: -614- sets of callers, practically all of which were inexperienced, it is not surprising that there is a great deal of difference in the number of calls completed in each survey. Our goal of 300 completed calls on each survey was a good mark to shoot for but not always attained. Three- fourths of the surveys completed more than 250 calls. Lack of experience on the part of the callers was probably the one factor that contributed the most to the small number of calls com- pleted in some surveys. It takes some time to get the "hang of it" and probably some of the inexperienced women who were doing the calling were just getting proficient when the survey was completed. In the case of the girl in the Agricultural Economics Department at hSU'who did most of the calling on the pre-tests and some on the regular survey too, it was observed that her speed increased with her experience. Between one pre- test and her final calling, there was an increase from 12 calls per hour to about 30 calls per hour. ‘we expected the callers in each city to com- plete about 15 to 20 cal}; per hour, but thisiwas higher than many achieved. Table 23 shows the number of calls completed in each city on each medium survey. Traverse City encountered a change in telephone numr bers problem. Many of the home numbers taken from the book were being Changed or discontinued pending the completion of a dialing system. Detroit reported the inexperience of its callers as the Largest single factor in not completing its calls. Most of the cities show a great deal of effort by the agent in completing the calls. Table 2b presents some of the problems of telephone surveys: the no answers, the busy signals, the non-cooperators, the disconnected phones and other failures to reach the party designated. In our survey an.added factor, whether the homemaker was at home or not, contributed to the inci- dence of non-completion of questionnaires. .../,5- TABLE 23. Number of telephone calls completed and attempted by city and media surveyed City 11:23:; Radio viii; C eggted {Eggs Detroit 21414 15 7 h01 69o Flint 2 8? 298 585 952 Grand Rapids 301 265 335 901 1,h86 Kalamazoo 338 275 318 931 1,1471 Lansing 151 207 23h 592 1,261; Traverse City 206 22h 22h 651; 1,153 Marquette 282 299 581 811 Muskegon 299 216 SM; . 915 Pontiac 270 270 hS 8 Saginaw 276 273 285 8314 1,h97 Bay City 25h 25h 1478 Royal Oak 255 255 1456 Total 2,909 2,2143 1, 650 6, 802 11, 631 "No answer" is the biggest cause of no contact. People who work are not at home during the day, and the housewife may be away from home. In a strictly radio audience measurement survey such as Hooper makes, the :0 answers are assumed to be either asleep or away from home and are sub- raeted from the total to get the "at home and awake" base figure.sl Callers were asked to make repeat calls when no one answered the 51Albert E. Blankenship, editor, 1193 to Conduct Consumer §_n_d nion Research; (New York: Harper & Bros.,'l9 , p. . -oo- TABLE 214. Percent of total attempted calls not completed and reasons by city and total Percent Home- Busy maker No City No Sig- Not at Coop- Discon- Other Answer nal Home eration nected Failures Detroit 16 3 10 7 3 3 Flint 10 it 9 8 3 h Grand Rapids 1.1 S 10 11 1 1 Kalamazoo 1h 3 S 7 2 1 Lansing 29 h 9 2 l O Traverse City 12 5 5 1t 9 8 Marquette 12 h S 2 2 3 Muskegon 16 8 10 , it 1 2 Pontiac 12 6 13 h S 1 Saginaw 1h 6 S 13 3 5 bay City 21 S 7 10 1 3 Royal Oak 16 h 8 3 2 7 Average 15 l; 7 7 It 2 first call, but no check could be made on how well they carried out this nstruction. The number of no answers in Lansing seems particularly igh even though it is known that at least part of the callers in this :stance completed their callbacks. The busy signal response is quite constant throughout the 12 ions. Again its fluctuation can be partly attributed to failure to 1 back as directed. -67- The number of homemakers who were not at home is of course atly influenced by the day of the week and the weather. I Throughout first week in May when the surveys were made, there was bet‘er than era ge weather. One agent (hiuskegon) mentioned that this factor was ».Cluenc ial in her surveys. The day the calls were made in Muskegon was 11‘: and warm, and extra heavy crowds of shoppers were seen downtown. Non-cooperation varies considerably between cities. Two causes xight explain it. First, the callers' manners and attitudes can make a great deal of difference in the response. No check could be made on how much influence this may have had.~ Secondly, some cities have been used in telephone survey and selling campaigns more than others. If people have been called repeatedly, they are quick to refuse to answer. No check has been made to find out what influence this might have had on this survey. Disconnected and other failures ran high in Traverse City because of a change in the numbering s;s'stem which was in progress just as the sur- vey was made. Many numbers had been changed to businesses which increased the failures to contact a homemaker considerably. Other failures include business phones - numbers which were taken from the book by mistake. The students taking the numbers from the telephone books were instructed not to take any business number but apparently failed to notice closely enough on some numbers. Also included in this group are households of single men who do not shop for food. A consumer survey indicated 3 percent of the households in Lansing are without an adult female member.52 52.1. D. Shaffer, "Profile of Lansing Consumers", " uarter letin of Bul- Michian A icultural Engaerimergg Station, (Michigan: Michigan STaTé Uiiversiéy, way, , pTBBI. I A . o'- v... .1 has nfinrfius brouu will nst be a sivnificant factor in the results. L. U 1 Lo Ehezan.of the above factors are considered, the percents es of I \— wnflmedcdlswhich are shown in Table 25 are perhaps in line with TaELE 25. Percent of attempted calls which were completed and pmreflLOTavaileble audience (disconnected phones and other number failures not counted) which were completed by city z'ConpletEd’Calls % Completed of Those Lechanically City Calls of Possible to Con-plete Total (disconnecteds and Attempts other failures not counted)_ Detroit 58 61 Flint 62 65 Grand Rapids 61 62 Kalamazoo 66 68 lensing 51 52 Traverse City S? 60 Kcrquette 72 76 Muskegon S9 60 Pontiac :9 63 3a ginaw 56 59 Bay City 5’3 S9 Royal Oak . 59 6h 58 63 t is to be expected. Available "at home and awake" audience ratings 21 Hooperga‘ range up to 70-85 percent, but considering the method, the c’ ’3B1an}:enship, op, cit.,‘p. 158. -69.. personnel used, the time of day, etc., the ratings we have obtained, ranging from 52 to 76 percent when calculated without the mechanical failures, are reasonable. Results 22.9i31 Detroit 'Nith a listed population of 1,8h9,568, Detroit is the fourth largest city in the U. S. It is the center of a group of cities which include a population of two to three times the listed figure. It is the auto center of the world. Detroit's MIC program is largely through.the newspapers and the various newsletters, one regular radio program having been added recently (See Table 26). In late March 1957 a MIC automatic telephone service was installed. Consumers may now dial for recorded market information. Newsager—fiSee Table 27) Newstaper coverage by the consumer agent in the city of Detroit is shown on the survey to be extremely good - 1ittle short of phenomenal. The three large daily newspapers in Detroit all carry an article by the consumer agent each week, and a total of 73 percent of the homemakers contacted reported having read the article the week of the survey. Four out of five homemakers had either read it this week or in a previous week. Half of these readers said they read the column every week. These results reflect the cooperation the agent re- ceives from the Detroit newspapers in printing her material. Eagig-(See Table 28) Out of a small sampling (157 completed calls), 8 percent of the homemakers said they had heard the agent on her part of the Jack Harris Show that morning. In cross-checking the newspaper article readership on the radio survey, the coverage failed to -70- TABLE 26. Detroit MIC program schedule - 1956 Communications Media Circulation Newspapers: Daily Detroit News - Thursday* h53,579 Detroit Times - Thursday*' 396,h56 Detroit Free Press - Fridays h56,768 Newspapers: 'Weekly Associated Hungarian Weeklies Burroughs “B" Liner Dearborn Press 11,312 East Side Shopper 16,911 Grosse Pointe Press Review 5,135 Grand River Record Highland Parker 10,135 New Center News 5,800 Rouge News wyandotte Tribute 11,587 Radio Fillers: WXIZ, 'NJBK, CKIW, WDTR, WJR, WNJ - h per week Radio: NJR’ 9:30 - 9:h5 every Thursday (Jack Harris Show 7-8 minutes) Store Sheets: 20 stores, 100 copies per store 2,000 weekly Radio & TV Commodity Sheets 1,000 weekly Foodscoop for Institutions 3,500 monthly Consumer Letter 1,200 weekly “Survey'subject -71- TABLE 27. Results of newspaper survey in Detroit Number of completed calls - 2hh Total audiencefi 202 or 83 (:7) percent of completed calls TABLE 27a. Size of consumer agent's newspaper audience TABLE 270. Size of con- .sumer agent's audience reached through each medium as reported on newspaper questionnaire 5 Comp Question Number pleted Yes Calls Did you receive one of these papers? 230 9b Did you read food articles? 161 66 Did you read agent's article? 177 73 If not today- previously? 21 9 Can you use the information? 121 50 TABLE 27b. Regularity of consumer agent's newspaper audience fliNews- Frequency Number paper audience Every week 73 55 Every 2-3 weeks h6 3h Almost never 15 ll Com- Medium pleted Calls Newspaper 81 Telephone service h Radio 10 TABLE 27d. Part of total audience* reached through each medium % of Medium Total Audience* Newspaper 98 Telephone service 5 Radio 12 lTotal audience is composed of people reached by the Consumer Marketing Agent through one or more media. -72... TABLE 28. Results of radio survey in Detroit Number of completed calls - 157 Total audience* 22 or 1h (:9) percent of completed calls TABLE 28a. Size of consumer agent's TABLE 280. Size of con- radio audience sumer agent's audience reached through each % Com- medium as reported on Question Number pleted radio questionnaire Yes Calls lzflcomr Did you hear agent Medium pleted on Jack Harris Calls Show today? 13 8 Newspaper 11 Can you use this information? 7 L Radio 8 TABLE 28b. Regularity of consumer TABLE 28d. Part of total agent's radio audience audience* reached through 11 each medium %7Radio Freqpency» Number Audience 1 of Medium Total Every week 2 29 Audience* Every 2 weeks 3 h2 Newspaper 69 Almost never 2 29 Radio 57 *Total audience is composed of people reached by the Consumer Marketing Agent through one or more media. in any way measure up to the newspaper survey. The Detroit agent at- tributes this to the fact that the callers were inexperienced on the radio survey, it being the first one completed, and also to the fact that the radio survey was completed on Nednesday,'while the newspaper articles do not come out until Thursday and Friday. The radio survey question may have been worded in such a general sense that the respondents -73- did not remember the articles in the neNSpaper, while on the newSpaper survey itself, they were asked about the article by name. Giving the name would aid in recall of the article. A telephone marketing information service had been started in Detroit about three weeks before the survey, and a cross-check was in- cluded on it to see if peOple in a random sampling of this kind would r have heard about it. No one on the radio survey reported using it, : while h percent of the respondents to the newspaper survey had used it. The telephone service had not received much publicity, and the L percent is suprisingly large. The coverage of the newspapers in Detroit orershadows the effec of each of the other means surveyed. C2 the newsyaper survey 98 percent of the coverage was from newspapers alone. The overlapping of the media was heavily in favor of the neWSpaper. (See Appendix B, Table 3) Flint Flint, the third largest city in Michigan (163,1h3), is an almost entirely automotive industry city. Racial and national groups are promi— nent among the industrial working population, the negro group being the largest. Flint's MIC program includes newspapers, a daily radio program and various store sheets and consumer letters. (See Table 29) Newsgaper-—(See Table 30) Fifteen percent of the homemakers in Flint had read the agent's newspaper column on the day before the survey and another 39 percent of the total completed calls (287) had been reached through the newspaper at some previous time. Forty—six percent of this newspaper audience said they read the column every week. The cross-check on radio showed 15 percent of the homemakers had heard the agent on the radio at some time. -?L- TABLE 29. Flint MIC program schedule - 1956 Communications Media Circulation Newspapers: Daily Flint Journal - flednesdayfi 92,706 Newspapers: Weekly Flint Weekly Review - Thursday 33,898 Liberty News Stand Grand Blanc Press Fenton Independent Linden Leader Lapeer County Press Clio hessenger Genesee County Herald Flushing Observer Davison Index Swartz Creek News Television: WNEM - Bay City - h230 p.m. (12—20 minutes) Every other Friday Radio: W’FDF - Flint* - 9:55 a.m. (3%; - 5 minutes) Daily Radio Fillers: wssc, wmr, Nimitz, mo - 6 per week Store Sheets: 55 stores, 50 - 500 per store 10,000 bi-monthly Foodscoop for Institutions 200 monthly Consumer Letter 800 monthly *Survey subject -75- TABLE 30. Results of neWSpaper survey in Flint Number of completed calls - 287 Total audience* 13h or L7 (:9) percent of completed calls TABLE 30a. Size of consumer agent's TABLE 30c. Size of con- newspaper audience sumer agent's audience reached through each %,00m_ medium as reported on Question Number pleted newspaper questionnaire Yes Calls %_Com- Did you receive Medium pleted Flint Journal? 955 92 Calls Did you read the Newspaper hl food section? 1L6 51 Radio 15 Did you read food articles? 107 37 Did you read agent's column? hh 15 If not today- previously? 7h 39 Can you use the information? 12h L3 TABLE 30b. Regularity of consumer TABLE 30d. Part of total agent's newspaper audience audience* reached through fit each medium % News- Frequency Number paper i of audiengg Medium Total _ Audience* Every week 60 h6 Newspaper 87 Every 2-3 weeks 57 20 Radio 32 Almost never 1h 5 *Total audience is composed of the people reached by the Consumer mar- keting Agent through one or more media. '3 I 3 "L F.) O I I /\ (I) *3 F4 (D \. :- V "rj H ,1 D 'xo percent of the HJfiChd/firV contacted .had heard the apart on the radio on the day of the alrtey and a :ther TABLE 3L. Results of radio alive" in Grand Rap ids Number Of completz-‘zd Calls " 265 Total audielcefi 9C or 3€r(t9) percent of completed calls . Size of con- nt's audience 1 TABLE Bha. Size of consumer agent's Ta"m radio audience ('i; () M3 I a no} ed ea t rough each X Com— ediu m as reported Question Nurber pleted ra io ques tiunnaire Yes Calls :— COL..- rid you hear agent hadiun pleted cn radic today‘ 13 5 Calls If rot todaV—- pens.arcr 12 Pr ‘r d.) ~r‘) 33 12 Television 20 Radio 17 TABLE 31m. Regulari tr of consumer TABLE 314d. Part of total agent's radio audience audience* reached through each medium g'or Frequency Number Radio ziof Audience Medium Total Audience* 3 times every week or acre 3 2L Newspaper 33 l or more times Television 56 every week 9 26 Radio h7 Every 2 weeks 12 35 Almost never S 15 *Total audience is composed of the people reached by the Consumer Market- ing Agent through one or more media. ‘..... -..r... --..-- The excellent circulation of the Flint Journal in the Flint area is supported by the finding that 92 percent of the homes contacted re- ceived the paper. Half of those contacted read the food section. About three out of four of the food section readers read the food articles. We might assume that those who did not read the articles must have just looked at the pictures and advertisements. Radios-(See Table 31) Only two homemakers of the 298 completed cells had heard the agent on her program that morning. However, another 39 said they had heard her at some previous time giving a total radio audience of lb percent. The cross-check on each survey of the other medium is especially good in Flint (see Table 30c and 310). 922.4% Grand Rapids is second only to Detroit in size among Michigan cities. Known for furniture manufacture, it also produces many small appliances and goods. One-fourth of the 176,515 inhabitants are of Dutch ancestry and maintain several distinct Dutch communities within the city. The Grand Rapids agents' program schedule (see Table 32) includes radio, television and newspapers. Newspapers-(See Table 33) Getting through to consumers by means of the newspaper in Grand Rapids is hampered by the fact that only 28 percent of all the respondents received the Grand Rapids figgald. It is a morning paper, and another paper which does not carry the agent's column gets the afternoon trade. Those who do get the gerald are faith- ful readers of the agent's column. Sixtybeight percent of the newspaper audience said they read it every week. -77- TABLE 31. Results of radio survey in Flint Number of completed calls — 298 Total audience* 152 or 51 (:9) percent of completed calls TABLE 313. Size of consumer agent's TABLE 31c. Size of con- radio audience sumer agent's audience reached through each % Com- mediu; as reported on Question Number pleted radio questionnaire Yes Calls for C om- Did you hear the medium pleted agent on radio Calls today? 2 1 Newspaper L6 If not today-- previously 39 13 Radio 1h Can you use this information? 31 10 TAELE 31b. Regularity of consumer TABLE 31d. Part of total agent's radio audience audience* reached through each medium iiRadio Frequency Number Audience % of Medium Total Every week ll 28 ~ Audienc§* Every 2-3 weeks 15 39 Nevspaper 90 Almost never 13 33 Radio 27 “Total audience is composed of the people reached by the Consumer harket- ing Agent through us or more media. -91- TABLE [3. hosults of televisior errvey in Lan31n ,_.7__:’,_ , 'v ’ CO'AJ;.ud calis - it? TACLS L’a. Size of consumer arent's TAILE h3c. Size (f con- television audience 5; er 3:2;t'3 ani' ce iwlcild through each — K'Com- nedium as regsrted cn Quosi_on Yunlor Listed television questionnaizo Yes Calls _*‘_‘ (,a CC:!..- Did you 338 Copier Medina pleted Kettle Show iodaf? 16 10 _ Calls 0-: ‘7-f\ - 1 11.2 + O . Ip- I" a " _ Did you see agent. is 9 generator L If not today-- Television LS previously? 60 33 n, _ ., 4. - son you use this inf'orzz‘at ion? 62 37 oasune' TABLE L3d. art of total c ace audience* reaoied throuun each MQdLWA n. Frequency Number viSion i of - - ance Medium Total Audience* Every'week l9 ZS \ NCwS‘ diJEI' 4.) EVE-31V 2 733-}: -‘L‘L'S 2’) 3': Television 71 Almost never ;_ 57 ‘ “Total audience is the no: * *‘cugh one or more me is. out of the peogle called who had teen reached ‘ny the Consumer 11:3,}- t H -92- V" ' ‘ ~~ n - « 'r'fl-‘r W V ”r ' ' ' . TA:LE h4- Brealta of netsgarer srrvey in ImnSlnE v 1," | _ ,' hum; I Hf Cflgw- - . ,n. / Total audiencefi go or c0 (:12) percent of congloted calls T1312 LLE- Size of consun r a;ont's TABLE th. Size of con- noisfi*3‘1 aLdionce sumer agent' audience reached through each 3 Con- medium as reported on 'Qnostion Nomher elated newsgaper questionnaire Yes Calls 4:730;- Medimn rletcd e . , i w ' 'nal? ii 93 Calls TTop'fi I" r ’1’! .-..srake- /v) Television L“ Did you read articles in food section? 76 :0 Radio 19 Did you read agent's column? :3 33 If n‘t today—- previously? 30 20 Can you use this information? jo 37 '. r . . ° .. - - . ‘ 7‘} . ‘, r TADLS th. Regularity of conrnner AchE had. raJt of total nee a rient's 115:1'IS'Klp-el' audixe J n '.' -.- ‘L . .- 1 ‘ ...1 ; aciencem leached tarouca (33 Ch H‘LCdimrl D.) fiiNews: Frequency Number paper s of Audience Medium Total Audience* Every week S2 62 Newspaoer 93 Every 2—3 weeks 31 37 Television 30 Almost never 1 1 Radio 32 *Total audience is the percent of the people called who had been reached Ky the Consumer karheting Agent through one or more media. -93- heat of the southern Ci‘ies. 36V yrominent, the Finnish Leing t? ‘I A *- “" uv 7“ fit 7' 1" I ~ r‘ 7’ oral '.i'UIJ Llldyuum Ll” rs a-o - w v'r‘ \H‘ c moat auheznrt to c :sio: IS and 1....A 4 Jr . fl . _ 0 M ‘ o - _- c . la M1; a: e of tte old country. LClnb a smaller City, Lt l3 not sur;rls— -nL t) lino the or s. «r aLent has L'-n 3 :co s,f * 1r :Cac\11: a rich percenfzge of the yopuioticn lrcu h radii aid nevoregors (see Tatle L: . vs r’ r .- ‘ , ‘a ‘ 1 A : — F'/ TA-LE hp. ianth 911C pwrogla scnu'ulc - l”;v Poununicatiors media Circulation News apers: Dail'r IbdngJouni ~.h®ms¢W'M'Tuw5'"* M”SQ, Radio .._ ‘.- 1 .. ” q' '- ‘ .- m ,. ° A «DLJ - uarquetie - 9:)l—}:u5 a...* Llrgsday lS Nivutes) . ’ .0 ' I r-’ o HJDD — Ishyening - 11:00—11:15 a.m. wednesday \l; rinutes) Censurcr Letter 500 weekly Foodscoop for Institutions 30 northly Home Demonstration and Prof~seiwnal Agents release 155 weekly *Surve; Subject ' ’t“. 1 ‘ ' Lowsrauer--\ooe Taole 46) Six of ten 7: omemalxe rs contacted had r3iher 13a:l t}:e agent's colunn on the day of the Sirvey er at save time . '.~.v-\—1.-‘ «.“ -. |Jl ‘U "1'1 . 49—- “Sly. . day and t‘e hl p«:rcert who had read it previ Th“ ”' lfferunce Between l n— fi"ures which have a n inci -N-\ couclus fe'w ha thxt tee}: and night later 1“ the I- r ‘. n;- r-.‘« q \ I Radio—"(DUE TulLLU L7) ‘k {,0 w the nengaper. .Sixty percent t 3 he 13 percent who had read it that l ‘ t‘ the ire- uslv co. lived dence of regular readers would lead a not };d tizm at: r;-' the colw n Cia‘v 0 Le outdone, radio equaled the cover- (:makg-rs said of the contested hom -9h- TABLE h6. Results of newspaper survey in Marquette “ i " *- Number of completed calls - 282 Total audiencefi 182 or 65 (:9) percent of completed calls TABLE héa. Size of consumer agent's TABLE héc. Size of con- newspaper audience sumer agent's audience reached through each %_Comr medium as reported on Question Number pleted newspaper questionnaire Yes Calls . S Com- Did you receive Medium pleted Mining Journal? 261 93 Calls Did you read Newspaper S9 agent's column? 51 18 Radio 60 If not today-- previously? 115 Ll Can you use this information? 119 h2 TABLE h6b. Regularity of consumer TABLE h6d. Part of total agent's newspaper audience audience* reached through each.medium News- Frequency Number paper 4710f Audience Medium Total Audience! Every week 73 h? Newspaper 91 Every 2-3 weeks Sh 3h Radio 92 Almost never 30 19 fTotal audience is composed of the people reached by the Consumer Market- 1ng.igent through one or more media. -87- rcflaership of the aLent's column make the newspaper the media thrcvgh wnic ch C9 percent of the total audience is ILw bed. 0n the nenSpaper survey, television maintained its position as the media throchh figich one-third of the Kalamazoo consumers are rLached h" the agent. Lansinr Lansing plus East Lansing includes 112,hfiL Leople. Automobile and automotive parts, state gave z-nsxont and Lichigan State Univm SLtv are the La ex 501: ces of income to Lansing residents. The Lazising LIC pro- gram schedule ( es Ta 1e hO) includes radio, television and nenSpagm r TABLE L0. Lansing IMIC proger schedule - 1956 Communications Nedia Circulation Lansing State Journal - Thursday* 6b,055 Television fiJIM-TV - Lansing - 10:30 a.m. Friday* (7-20 ".1inutes) Copper Kettle Show NKnR— TV — East Lansing - 6:300 p.m. N8-:1nesday (9 minutes) Radio JKAR- East lensing - L: 15 ,.n. Londoy through Thursd—v (7 minutes) . WKAR - East Lansing - 8:30 a.m. Thursday (7 minutes) WJIK - Lansing - 30 second spot annoancmcnts, two daily Foodscoop for Institutions 60 copies monthly Store Shec‘ Us 65 stores, 10-300 copies per store 7,900 weekly *Survey subject The txrged.30 second shot radio a: cnrce ents arc the newest addition to the IEtMlSi g RIC prefram schedxle. Radio-~(Sce TuUle bl) Jhen asked if they had heard the aLent on dio recontlv l7 oercent of Lansin” homemakers said ves. a larre s ’ d- :4 U s. L . Pi) *J 4;" a grcuocction of this radio audience was on quL.*1ere the a»“nt has 30 secorui spot announcements given during disk jockey proerams. Television-(See Tahl cs L2 and L3) Two “u 'eys were cougleted on telexrision in Lane in ori;r to Le comparable to the coincidental sr - £15, VeVES (zomgleted on the sane show. Both the results are reported here, and tfliey are almost identical in many Ies nects. Seven and 10 percent of i3“? Ifinsing homemakers called said the; had seen the television show in Wh143kl‘tre abent ap::,ars. The few that didn't see the agent on the show ”El” fEIve tuned in too late,as her part of one program is the first 7-lS :Ti“ 4'— . 1, 14. 1 L , .11. . iluU'C- L) or {1:}; :mlf-W.:Ul bfsai'VQ Lalf Of the home- L—u‘ Newspaper-«(See Talle Lu) A little more than .L'zTL-v- .‘C. . . ° ‘ . ‘ ”k”19119 1n Lans1ng contacted on his survey nad read tne agent's food a rt’i 10343 in the newstagerc er the day of the Sirvey or pre eviously. 1' a o ' ' Llnuosi; as many had seen her on telev151on. Regular readership is es- 1e cieillfrgnmd in La::sing, with 52 out of the 55 who had read the column thim Vhfiek saying that they read it every week. Marquette is the only LIC pr gram city looted in the nger «xénila of kichigan. Smaller (17,202) than most of the £10 prOgran C1113: - f‘ 4 ‘ J:° ~Ln the Lower Penninsula, it has a tightly grouoed society ano is know . I 111? its local spirit. Formerly a mining and lumber town, it now H1811u .._ ferrttires mining ecJLyrcnt, lroduces chemically processed wood prod- ucts '— 0 a “ryi <3pens its gates to the annual summer flood of tourists escaping -95- TABLE L7. Results of radio survey in Earquette Number of completed calls - 299 Total audience* 23h or 78 (38) percent of completed calls TABLE hYa. Size of consumer agent's TABLE h7c. Size of con- radio audience sumer agent's audience reached through each 1 Com- medium as reported on Question Number pleted radio questionnaire Yes Calls li:Com- Did you hear Medium pleted agent today? Sh 18 Calls If not today- Newspaper 52 previously? 119 to Radio 58 Can you use this information? 132 hh TABLE th. Regularity of consumer TABLE h7d. Part of total agent's radio audience audience* reached through each.medium % of Frequency Number Radio i of ' .Audiengg Medium Total Audience* Every week 97 60 Newspaper 66 Every 2'weeks 33 20 Radio 7h .Almost never 33 20 *‘I‘otal audience is composed of the people reached by the Consuner Market- ing Agent through one or more media. they had heard the agent on the radio at one time or another. 0n the day of the calls, 18 percent had heard her. or those who have heard her, six out of ten say they are regular every week listeners. -96.. Muskegon Huskegon and its companion city of Muskegon Heights total 67,257 inhabitants at the 1950 census. There are 99 factories in the area pro-. ducing industrial parts, small machinery, aircraft motors and other small products. Foreign groups are prominent among the industrial workers and comprise at least one-third of the population. This city program (see Table hB) is the newest of the MIC programs and includes radio and news- papers. Television is available from neighboring cities only. TABLE h8. Muskegon MIC program schedule - 1956 Communications Media Circulation Newspaper Muskegon Chronicle - Thursday* hh,902 Radio WKBZ " 11:00-11:15 aelfle’ "' Friday (15 111111111383) IMUS - 2:00-2:15 p.m. - Thursday (15 minutes) NKNK - weekly information supplied to woman's editor 'WHGN - Grand Haven - weekly information supplied to woman's editor Consumer Letter 300 copies monthly *Survey subject Ragig-(See Table h9) Of the homemakers contacted in.luskegon on this survey, 11 percent had heard the consumer agent on the radio the day of the survey and another 11 percent had heard her at another time. This is a substantial increase over the 7 percent who reported on the personal interview in the same city that they listened for food infonmation -97- TABLE h9. Results of radio survey in Muskegon Number of completed calls - 2h5 Total audience* 130 or 53 (:10) percent of completed calls TABLE h9a. Size of consumer agent's TABLE h9c. Size of con- radio audience sumer agent's audience reached through each Com- medium as reported on Question Number pleted radio questionnaire Yes Calls Did you hear Medium pleted agent today? 27 11 Calls If not today- Newspaper hl previously? 28 11 Television 1h Can you use this information? 21 9 Radio 22 TABLE h9b. Regularity of consumer TABLE h9d. Part of total agent's radio audience audience* reached through each medium *irbr Frequency Number Radio ’i;of Audience Medium Total Audience* Every'week 20 h5 Newspaper 77 Every 2 weeks 13 30 Television 26 Almost never ll 25 Radio hl *Total audience is composed of the people reached by the Consumer Market- ing.Agent through one or more media. programs on the radio. The difference may be in the sample, but it is more likely that the agent has been able to build up the radio listner- ship for food information with her programs. Almost half of those answer- ing the regularity question said they listened every week. -107- TABLE 57. Results of television survey in Saginaw Number of completed calls - 285 Total audience* 127 or hS (19) percent of completed calls TABLE 57a. Size of consumer agent's TABLE 57c. Size of con- television audience sumer agent's audience reached through each 'fii Com— medium as reported on Question Number pleted television questionnaire Yes Calls :ZiECom- Did you see Medium pleted agent's show today? 11 h Calls If not todayb- Newspaper 22 previously? 6h 22 Television 26 Can you use this information? 29 10 Radio 17 TABLE 57b. Regularity of consumer TABLE 57d. Part of total agent's television audience audience* reached through each medium 3 Tele- Frequency Number vision —1 of Audience Medium Total Audience* Twice a week or more l2 17 Newspaper h9 Every week 35 h9 Television 58 Almost never 23 33 Radio 38 *Total audience is composed of the people reached by the Consumer Market- ing Agent through one or more media. regularity of viewing the agent on television said they saw her every Week or oftener. Cross-checking the media in Saginaw fails to show any one with a very great advantage over the other. Overlapping appears to be _“~"T"‘-rr~ -108- occurring in all of the media but with no one medium being dominant. 92219221 Bay City (52,523) is part of the "tri-city' area which includes Saginaw, Midland and Bay City. Formerly a lumber town, it now has some small industry in addition to beet sugar refining and ship building. The MIC program in Bay City is part of the work of the Saginaw agent. Television-—(See Table 58) The Bay City television survey was designed to see if the effort being put into the extra show in a town outside the Saginaw agent's immediate area was reaching people in a com- parable way to the other efforts of the Saginaw agent. The results shown I indicate that the Bay City television show is reaching a higher percen- tage of people than the television show in Saginaw. About one-third of the homemakers in Bay City reported seeing the show at some time, and 7 percent had seen it on the day of the sur- vey. That three-fifths of the homemakers who had seen the show said they could use the information is an indication of the effectiveness of the program. Traverse‘gity Traverse City is the smallest of the MIC program cities with a listed population of 16,97h. The population is swelled by the summer tourist trade because of its location in the Northern part of the Lower Penninsula along the shore of Lake Michigan and at the base of the Leelenau.and.Mission Penninsula areas. Many cherry orchards and other fruit are the agricultural resources of the area. The MIC program (see Table 59) covers all three media: newspapers, radio and television. The coverage of this smaller population area is the highest among the MIC cities. -loh- TABLE 5h. Saginaw MIC program schedule - 1956 Communications Media Circulation Newspapers: Daily Saginaw News - Thursdayw- h9,702 Midland Daily News - usually Saturday 10,3u3 Newspapers - Weekly Alma Record, Alma 5,52h Gratiot County Herald, Ithaca 5,381 Huron County Tribune, Bad Axe 3,173 Sebewaing Blade, Sebewaing 1,673 Chesaning Argus, Chesaning 2,3h5 Frankenmuth News, Frankenmuth 1,760 St. Charles Union, St. Charles 1,250 Merrill Monitor, Merrill 1,636 Reese Reporter, Reese Saginaw Press, Saginaw 78h Bay City Times, Bay City (listed as daily) 35,897 Television WKNX-TV - Saginaw - 3:00 p.m. (15 minutes*) Monday, Nednesday and every other Friday 'WNEMJTV - Bay City - h:30 p.m. (15 minutes*) Every other Monday Radio IKNX - Saginaw - 12:h5 p.m. (15 minutes*) Monday, Rednesday, Friday ‘wscw - Saginaw - 12:h5 P.m. (15 minutes*) Tuesday, Thursday Radio Fillers: WKNX, WSAM,'WSGW - 6 per week Store Sheets: 22 stores, 3-h times a month, 5,000 copies Buy-Lines 80 copies weekly *Survey subject -1Qg- TABLE 55. Results of radio survey in Saginaw Number of completed calls - 273 Total audience* 12h or h5 (:9) percent of completed calls TABLE 55a. Size of consumer agent's radio audience % Com- Question Number pleted Yes Calls Did you hear agent this morning? 8 3 If not today- previously? hh 16 Can you use this information? 33 7 TABLE 55b. Regularity of consumer agent's radio audience TABLE 55c. Size of cone sumer agent's audience reached through each medium as reported on radio questionnaire %’Com- Medium pleted Calls Newspaper 29 Television 21 Radio 19 TABLE 55d. Part of total audience* reached through each medium i of Frequency Number Radio Audience Every week 18 38 Every 2 weeks 16 3h Almost never 13 28 ‘7: of Median Total Audience* Newspaper 6h Television h? Radio he *Total audience is composed of the people reached by the Consumer Market- ing.Agent through one or more media. -110- TABLE 59. Traverse City MIC program schedule - 1956 Communications Media Circulation Newspapers: Daily Traverse City Record Eagle - Thursday* 12,760 Television WPBN‘TV - h330 p.m. - Wednesday* (15 minutes) Radio . WTCM - 9:30 a.m.* - Monday, Wednesday and Friday (15 minutes) Consumer Letter h50 copies twice monthly Foodscoop for Institutions 200 monthly Store Sheets 16 stores, 25-50 copies per store, hOO-SOO every two weeks Home Demonstration Agents Release 16 copies weekly Food Notes 36 copies weekly *Survey subject §§§$2"(5°° Table 60) Sixteen percent of those contacted had heard the agent on the radio during the day of the survey and another 59 percent had heard her at some other time. This gives a total of 75 percent coverage on radio alone. Television-(See Table 61) Ten percent of the homemakers called had seen the television show on which the agent appeared on the day of the survey. One-third of these did not remember seeing the agent on the show. Those'who had seen her at some previous time totaled h3 percent and an additional 12 percent had seen her on the Cadillac television sta— tion. Newspaper--(See Table 62) Traverse City proved to be the only *T 0 ing TABLE 62 . -113- Results of newspaper survey in Traverse City Nwml‘oer of completed calls - 206 Total audience” lhh or 70 (1'10) percent of completed calls TABLE 62c. Size of con- sumer agent's audience reached through each medium as reported on newspaper questionnaire TABLE 62a. Size of consumer agent's riewspaper audience % c651: Question Number pleted Yes Calls I3id.you see the Eagle today? 178 86 Did you read agent's column? 68 33 If not today- previously? 1:8 23 Can you use this 1i41formation? 112 Sh TEALBLE 62b. Regularity of consumer a-gent's newspaper audience 1Z'News- Frequency Number paper Audience Ianrery week 68 33 Every 2 weeks 33 16 ‘lklsnost never l5 7 n 8%:Com- Medium pleted Callg_ Newspaper 56 Television L9 Radio 56 TABLE 62d. Part of total audience* reached through each medimn % of Hedi um Total Audience* Newspaper 80 Television 70 Radio 80 t‘ll audience is composed of the people reached by the Consumer Market- Agent through one or more media. -11h- example of the newspaper being bested by radio and television. One- third of the homemakers called had read the column the week of the sur- vey and an additional 23 percent had read it at another time for a total of 56 percent coverage for the newspapers in Traverse City. Other Data In Appendix B are listed tables showing the direct overlapping of one media on another as determined by each survey. In many cases the number of homemakers involved is so small that the findings are not sig- nificant. The findings are presented as an added indication of the dup- lication of the media in each city but fail to show definite tendencies. In Appendix C are listed tables showing the results of each sur- vey in each cit).r so that the reader may compare the media ratings given on each survey for general consistency of the surveys in each city. In DetrOit there was a very wide spread between the newspaper rating as determined by the newspaper survey and the new3paper rating as determined by t'he radio survey. Some discussion of this point has already been given. Other cities show much more uniformity of ratings between each media . As might be expected from the make-up of the questionnaires, the media being asked about in detail generally gets its biggest rating from its Own survey. However, it is not always the case. Uniformity '33 gr eattest in the smaller cities where a larger proportion of the popula- tion Was sampled. CHAPTER VI MEDIA RATINGS FROM. OTHER SOURCES Available Ratings E Michigan Cities In some cities the agents have been able to get estimates of ratings from the newspapers and radio and television stations to add to their annual reports. Three of these ratings are presented here. Some Present a contrast and others reinforcement to our findings in the tele- phone surveys. Detroit, In Detroit the newspapers estimated readership of the food sec- tions at 30 percent of their total circulations. The circulations are as fOllows: I Detroit News h37,9h7 x 30 percent 131,38h Detroit Times hll,66l x 30 percent 123 ,h98 Detroit Free Press hlh,026 x 30 percent 121M208 Total 379,090 In our survey we found the potential for the readership to be considerably above the 30 percent mark. or course, this was limited to homermakers, and the survey asked about specific articles within the food section. If our potential is correct, the coverage would be much greater than estimated by the newspaper. Detroit radio station WJR estimates its potential at 15 percent or the more than four million radio homes within the WJR range in both the United States and Canada. Our survey showed the radio potential to -115- = "ciu‘. -._ '1' -115— be about half of this in regards to the one program in which we were interested. Kalamazoo The Kalamazoo newspaper estimates that it has readership of their food page of 75 percent of the women and 37 percent of the men. For a specific article on the food page, the figure is 52 percent of the women "Rial It" and 7 percent of the men. This corresponds to the findings of our sur- vey. The Kalamazoo radio station WKZO estimates (based on Pulse rat- ings) that they have 35 percent of the radio audience listening at the time of the agent's program and that the total audience is about 25 per- cent of the homes. The resulting 8.75 percent of the total homes is close to our findings -- that 11 percent had heard the agent recently. The Kalamazoo television station estimates (based on Videoindex 1"altirigs) that they have an audience of 12.6 percent of the homes at the time of the agent's program. This coincides almost exactly with our finching of 13 percent having seen the program on the day of the survey. These Kalamazoo commercial ratings being very close to the find- ings of our survey may lend some credence to our method; by inference if not statistically. 3%: Television viewing in the Saginaw area on WKNX-TV is estimated by the station agent in her annual report as 15 percent. Our results were only 1; percent watching on the day of the survey and 22 percent more Who had seen it at another time. In Bay City the television estimate by the agent in her annual rep 01‘ t is 20 percent of the sets. As in Saginaw, our findings were -117- lower, with 7 percent saying they saw the show on the day of the survey and 26 percent more having seen it at some other time. Considered in the light of many variables,inc1uding time of year, that are present in the ratings and in our survey, perhaps these are not really so dif- ferent. The Saginaw agent estimated the newspaper coverage at less than 'flm' the 51 percent which we found to be the total on our newspaper survey. However, the lower figures for the newspaper which were reported on the radio and television surveys would tend to substantiate her estimate. These ratings are helpful to the agents in their evaluation of [I their programs and the degree of uniformitwahich'we found may help them to depend either more or less upon the ratings they find available to them from stations and newspapers in the future. National M13 My Ratings Some of the national ratings which apply to all television or radio households may be another source of comparison for our surveys. Following are some recent findings from Neilsen and other surveys. The following findings show the amount of television viewing carried on in television homes throughout the day. Published in Editor 329 Publisher, these ratings are from Nielsen.Sh Sh'Nielsen Data Underscore Strength of Daytime TV", Editor and Publisher, November 10, 1956, p. 17. -118- TABLE 63. Television viewing during 3- and 6—hour time spans Percent of Average Time Per Time Span Television Home Reached - -Homes Hours: Minutes 'Three hour span 6 a.m. - 9 a.m. 2O :hl 9 a.m. - 12 noon 36.8 1:13 12 noon - 3 p.m. hh.3 1:19 3 p.m. - 6 p.m. 59.2 1:21 6 p.m. - 9 p.m. 850,49 . 1:59 9 p.m. - 12 midnight 82.7 l:b6 £5ix hour span 6 a.m. - 12 noon hl.3 1:25 12 noon - 6 p.m. 66.7 2:0h When expressed in terms of sets in use, Broadcasting-Telecasting W for 1955'56 gives the f0110‘u‘v’ing figuresgss CPABLB 6h. Share of television sets in use by time period Tfine Period Share of Sets in Use 7? a.m. - noon, Mon.-Fri. noon "’ 3 p.m., MOHO'Fri. £3 p.m. - S p.m., Eon.-Fri. S p.m. " 7 p.m., “Ono-Fri. 7 p.m. ' 10 p.m., Sun.-Sat. 10 p.m. - midnight, Sun.-Sat. midnight " 2 a.m., Suno"sato W bu H wmgmsmc o o o NO‘MK‘UOO‘WR g For purposes of comparison to our surveys, it is most interest- inE; 130 look at the breakdown of television viewing by men, women, and 55James W. Seiler, "Novelty Factor in Viewing: It's Myth, geafirch Shows", (BroadcastiAnSE-Telecastirg Yearbook-Marketbook, 1955-55): -ll9- children.56 TABLE 65. Weekly television viewing hours for men, women and children (Source: American Research Bureau, 1955) fSét ‘Hen fi%men Children Time Hours Hours Hours Hours 7 a.m. - noon, Mon.—Fri. - 3.38 . .88 .2.86 2.39 noon - 3 p.m., Mon.-Fri. . 2-33 . .61 .2.31 1.39 3 p.m. - S p.m., MOl’l.-Frio 1076 0’41 102.19 1.68 S p.m. "' 7 p.m., MOHo'Frio 3.53 1.66 2.19 14066 7 p.m. - 10 p.m., Sum-Sat. 1h.15 11.81 15.98 10.81 10 p.m. - midnight Sun.-Sat. h.56 3.88 h.76 .80 Midnight "' 2 acme, Sun.-Sat. 051 037 0149 006 Total 30.22 19.62 30.08 21.79 The morning and early afternoon television audience is primarily women plus pre-school children at home. The homemaker shows all appear in this period in order to attract the homemaker audience. However, the women's total viewing during this morning and early afternoon period is only about one-half hour per day. Hence, the competition for that one- half hour of the homemaker's time is high. The MIC agents must take this fact as a challenge to have a program good enough to get the available homemaker audience. Another recent survey throws cold water on the magnitude of the female audience during the day. It says, in short, that the housewife may have the television on but she doesn't watch it, in fact most of the time she is in another room.57 56Leo Bogart, The A e 2f Television, (New York: Frederick Unger Publishing 00., 1956) p. 63. 57nstudy of Daytime TV Finds Few Gals Watch," Edgy-93 ing P_u2- lisher, (November 10, 1956) p- 17- -120- New York was the lowest of several cities surveyed to find whether the homemaker is watching or not. Full attention was being given to the television set in 2.8 percent of the New York homes, although the set was turned on in 25 percent of the homes. This survey concluded that three out of four housewives in homes with television sets in use during daytime were not watching them. Other cities varied from 3.2 to 8.1 per- cent of the homes with housewives giving full attention to the television program. These sort of surveys and the falling ratings of the homemaking shows have caused a decline in the number of homemaking shows available on television stations trhoughout the country. Sponsor magazine says 13 percent of the television stations have dropped kitchen shows from their schedules in the last two years.58 The percentage of stations with other women's shows has fallen too, as illustrated in the following chart from the above mentioned Sponsor magazine source. TABLE 66. Percent of stations having women's shows In 1956 In 1957 Fashion shows - 71 69 Kitchen show 87 77 Baby care shows L9 38 (Source: Buyers Guide Survey) 58“Can the TV Homemaker Shows Come Back Strong?', 8 onsor, April 27, 1957, p. 38. -121- Sponsor says the causes of these slips in womens' shows popue larity and programming can be corrected. They say the dependence on ratings is a poor judge of the womens' shows. The potential and actual customers that are contacted through the womens' shows are much greater than the ratings would indicate. The format can be improved by consid- erable pepping up in many cases. Fresh material, new faces and ideas are needed. And better client (sponsor) communication would help: that is, the sponsor should be told how specialized an audience these shows have and what a real reaction he can get to his product through them.59 Other factors which concern our interest in television for home- makers might be the number of children in.the household and the time of year. Following are reports on these two factors showing their influence on television viewing. In l95h the Telecasting Yearbook pointed out that children are a key to television viewing. (See Table 67). TABLE 67. Television viewing by size of family and.time of day60 Average Viewing Hours Per Week Morning_afternoon - 6p.m. 6 p.m. on Household of l or 2 adults only 2.7 _5.8 20.3 3 or more adults 2.9 7.1 23.1 Adults plus children 6 years and older 3.7 9.h 23.2 Adults plus children under 6 years Old So? 1201 211-2 Time of year also had an effect on the amount of television view- ing that each family does. Neilsen shows daytime television viewing in 59Ibid, p. 38-39 6oJames‘W. Seiler, “Children in the TV Home are Key to Total VieWing,' (Broadcasting and Telecasting Yearbook, 195k) p. 17. -122- the summer to be 79 percent of the average for the year. Winter day- time viewing is 126 percent of the average and spring (the time of our survey) was 105 percent of the average.61 These findings of the national surveys may not apply directly to our survey because we did not always ask the same questions and did not have the same purpose, but they can certainly be used as guideposts for comparisons and tools in shaping the development of-the program. Radio survey findings may be used in our analysis in the same capacity as the above mentioned television studies. First to be mentioned would be the decline of radio use with the coming of television. Accord- ing to Broadcasting Yearbook 23.1223: there has been a decline of radio usage per day since 19h8. (See Table 68). TABLE 68. Radio usage per day, 19h6 to 195362 iEtimated Total Hours Year Radio Homes Hours of Per Day (millions) Radio Usage (millions) 19h9 39.3 h832 178.3 1950 h0.7 hzlo 169.7 1951 hl.9 3:39 152.1 1952 h3.8 3:10 139.0 1953 hh.8 2:53 129-5 This trend away from the radio to the television set is partly offset by the increase in morning hours radio listening which is the 6LA. 0. Nielsen, "The Radio and Television Audience - 1956", p' 13. 62A. C. Neilsen, "Radio Usage in 1953', Broadcasting Yearbook £92 1951., p. 17. “"“"' -123- present trend. It is the morning hours that the LIC program is most concerned with, and there is evidence to say that morning listening is increasing. (See Table 69). TABLE 69. U. S. houses using radio (in thousands)63 Time 195h 1955 6 a.m. 15h2 1619 7 a.m. hl73 L628 8 acme 5806 61128 9 a.m. 6032 6520 10 a.m. 6758 5759 ll a.m. 68011 6’471} noon 7620 6752 1 pom. 7711 7399 2 p.m. 7016 6659 3 p.m. 7121 6150 u p.m. 6713 610a Neilsen says that radio is still the medium that follows the population both by density and by geOgraphic areas. He points out that television is still concentrated in the metropolitan areas and particu- larly the east coast. In 1955 there were h6.2 million homes with radios and 12 million (27 percent) did not have a television set. What about the auto radio? Is it important to the MIC program? Neilsen surveys say that during the rush hours of 8-9 a.m. and 5-6 p.m. when car radios are being used the most, there are about 1.32 million car radios in use 8-9 a.m. as compared to 6 million home radios in use during the same period and from 5-6 p.m., there are 1.7 million car radios in use as compared to 5.68 million home radios. The car radio 63Ibid., p. 15 “lau- audience is about one-fourth female. Like television, radio listening varies with the season of the year also. Expressed as a percentage of the average for the year, Janur arbeebrua y daytime radio listening is 111 percent of the average, Larch- April is 108 and July-August is 87.61‘ Hence, it appears that our hay surveys were conducted at the average time for overall results. All Media Evaluation Survey "Pulse" has developed a new all media yardstick which will tell advertisers through which media they will get the best coverage in tenis of remembrance of advertisements for the least money.65 This is an imp provement over any of the ratings which tell only if the people have been reached and give no mention of the way people remember what they see and hear. The remembrance aspect is the real effect of an advertisement, or if applied to the MIC program, the effect of a marketing information message. Interviewers ask questions on all three media: radio, television and newspaper in all of the personal interviews on which this system is based. They ask people to look at a newspaper and tell the advertise- ments they remember having seen in yesterday's edition and they ask if they remember having heard or seen the various commercials that had been used on the local radio and television stations. In Salt Lake City the results of this new remembrance scale gave a rating of 3.h (reaching 3.h percent of all homes in the metropolitan 6hA. C. Neilsen, "Radio and Television Audiences", op. cit., p. 13. 65 hl "Found: A.New AlléMedia Yardstick", Sponsor, (May 25, 1957). pp- 39- . -125- area) to the average quarter-hour radio show on six different stations. For the newspaper it was a rating for the §altfl£gkg_§ity_Tribune of 3.h and for the Desaret ngg’a rating of 3.7. Compared to the usual figures of circulations and coverage such as in Richmond, Virginia, where the newspaper gets to 95 percent of the homes and the radio to h8 percent and the television to 80 percent of the homes in the area, this new scale gives quite a different slant to some old ideas about which medium gets through to the people and is re- membered. In Baltimore the figures gathered on this new system were com- puted on the basis of cost to reach 1 percent of the population. Com- pare the results: Baltimore Sun $223 - $350 depending on size of advertisement Baltimore News-Post $267 - 5610 depending on size of advertistment Television station 6 17 - 9 13 depending on time of (20 second announcement) day Radio station 3 9 - 8 13 depending on time of (1 minute announcement) day It must be remembered that this survey was conducted on advertisements only. These reports are an indication of the fallacy of some of our standards of measurement and perhaps a new type of media rating will de- velop. Perhaps we can use our experience in this survey and combine it with some of the new "remembrance" techniques for a more effective evalua- tion of MIC and similar programs. -126- CHAPTER VII COMLENTS BY CONS Ui'ERS On each telephone questionnaire there was a question asking “what part of this information was of particular interest to you?“ These were included to get the homemaker to comment on what things are uppermost in her mind. The results were to be used as a guide for the program in its future development. They are not all inclusive and represent the expressed feelings of only a few of the homemakers called. ‘93 Television Survey The general reSponse of the "everything is of interest“ type was often received and the I'good marketing buys and tips" type was the most frequent comment made by the consumers. These types of responses indi- cate very little in terms of ideas for program planning but may be con- sidered as indications that people do understand the work of the program in providing this marketing information to them. When specific items are mentioned, it is most often meat. One- fourth of the people commenting in Lansing expressed a particular interest in meat information and the other cities all received meat comments in excess of 8 percent of the total questionnaires with comments. All of the agents received a few comments favorable to them per- sonally such as "watches specifically on Thursday for Maryann‘ and "En- joys Maryann so much more than some who have been on" etc. The Kalamazoo, Traverse City and Saginaw agents each received three or four such com- ments. -127- There were some comments of a negative nature, too. Each city survey had a few who said the program held “nothing of interest" for them. Some people just plain don't pay attention to this kind of infor- nntion and admitted it. In Traverse City two homemakers mentioned the program came at the wrong time for them, and this comment appeared on the pretest surveys in Lansing too. "Friday is cleaning day" they said, and "we don't have time to watch." When asked if they could use the information given, a few home- makers in Lansing and Traverse City mentioned that it helped them either when they were shopping or when they were making out their shopping list. 23 Radio Surveys As in the television surveys, the most frequent comments were "everything" and "market buys and tips“ when the homemakers were asked what information was of particular interest to them. Marquette radio questionnaires reported 115 comments of this general type. New food ideas were of particular interest to seven Traverse City homemakers and to several in Kalamazoo, Lansing and huskegon too. Cooking, canning, freezing, pascaging, and meal planning all were mentioned by two to seven consumers in different cities. Meat was again the number one specific food item mentioned and produce following not too far behind. Twenty-two people in Traverse City mentioned meat as the thing they were particularly interested in. Other items that brought comments include eggs, frozen foods, cottage cheese, holiday foods and coffee. Recipes are the thing that twenty-five homemakers in karquette are interested in knowing more about and Traverse City also had a high total of recipe comments. Q v’ I AW}; -128- In the personal comments from the radio surveys, Lansing led with six mentions of "I like her", "She's funny", "She's so friendly", "Always has clever things to say" and the like, undoubtedly inspired by the agent's spot announcements which are used on disc jockey pregrams. In the negative comment category, there were again those who said that the information was of no interest to them, and those who have the radio on but just don't pay any attention to it. On Newspaper Surveys There was a tendency to find more comments on the newspaper sur- xrey'questionnaires than on radio or television. Again the "All or everything" comments along with “good market- :Lng buys and tips" were the most frequent. Scattered comments appeared <>n "new food ideas“, "cooking tips”, ”canning", "freezing" and "meal Inlanning". Meats were again the leading food item with produce getting some comments in most cities too. Recipes were the thing that thirty homemakers in Traverse City were interested in, and several mentioned it in Detroit, Kalamazoo, I'v'f<‘31“'q_11ette,, Pontiac, Saginaw and Royal Oak. Personal comments were made most freely in Traverse City where ‘tiaey said “articles intelligently written with housewives interest at lifaart“, "good reading for the entire family“, "a nice informative column" etc. Comments indicating usefulness were given on most of the surveys hilt; in small numbers. Royal Oak had the greatest response in this cate- gory with thirteen comments of the "helps to make out shopping list" type . The comments indicate an interest in the program by consumers, -129- the Specific ones indicate some of the areas that the program can and . develop. The items mentioned are the things that consumers are most ins terested in learning more about, and hence they will he receptive to this kind of information even if it may be sandwiched into other kinds of inform ti on . "Market buys", "Tips" and current market information that can he xnat into this form are the sort of thing the consumer is most interested it), and meats are the first concern when it comes to specific foods. Rnecipes get lots of votes also. These are the things the homemakers said Weere of particular interest to them. A complete report of all comments is being prepared for the use 0 f each agent . ~130- CPtiPTEEi VIII AVA YSIS AT'TD CCIJ’ARIS NS CF FINDINGS Analysis and interpretation of the findings of the two types of surveys reported in previous chapters and. the various measures that were reviewed is hardly possible in the very strict sense. To generalize on all the findings is to mislead many and to analyze each lccal bit of in- formation is endless and of value only to the administrators and agents of the MIC program. Detailed findings will be available for use by the agents in. evaluating their programs. It is hOped that the results of the surveys will he used to help the agents make better use of time and effort to get the food marketing information to the consumer. The analysis of the findinbs which follows is not the orly pos- Sii‘ le set of conclusions, and interested readers are invited to look at the findings arxi draw their own conclusions in the light of the work Which they are doing. fifty‘arisons Eetween Cities Between the cities there is a great deal of variation in results. Some area audiences of the L110 program include a high percentage of the homemakers living in the area and some other areas the program reaches only a small percentage. One medium may be much more effective than others in one city such as the newspapers in Detroit. In another city it may be another medium that leads, such as the radio in Traverse City. Each city must be considered in the light of the prOgram that is in op- eration at the present time. -13]- When looking at the two smaller cities, Traverse City and Marquette, it seems that the program is getting through to a larger per- centage of homemakers in the area. However, the larger cities even though they have lower p2rcentages may have an actual audience of several times the smaller ities because of their extensive potential audience as compared to the limited number of residents in the area of the smaller «:itics. Higher percentages of homemakers reached are not entirely limited t4: the smaller cities. Detroit newspaper readership and Kalamazoo over- eill.coverage is also high. Comparison of total audiences (those reached fdwrough one or more media) as determined by each of the 26 media surveys :iss given in Table 70. Two generalized statements can be made from the overall findings: 1. The hIC program is reaching a little more than half of the tacmmmakers in the areas surveyed through a combination of all three media. 2. On a weekly basis, the MIC program is reaching somewhat less “titan one-third of the homemakers in the area through a combination of all three media. Some cities have consistantly high total audiences on each of t11€3 three media surveys in that city. Others are consistently low, such a5; Grand Rapids. Between the two media in Detroit, there is the greatest arncvunt of inconsistency of total audiences. Flint shows the most con- Efiiffhant pair of total audience figures with only h percent difference on the two surveys. It is hoped that these surveys of each city will not be used to j‘“3{:e one agent in comparison with another. Viewed alone, these findings ‘10 Ifiot give a measure of the work of the agent in each area. Using the mass media to get food information to the consumers is only part of the -132- work of each city program. Each area is different, so the programs must re designed to fit each situation. TAELE 70. Total RIC program audience by survey and city showing total percentage contacted by the MIC program through one or more media as reported on each media survey Total—(non-duplicated) audience reported on: —— Radio Television Newspaper Survey Survey, Survey Detroit 1h - 83 Flint 5’1 - W Grand Rapids 36 2h 20 Kalamazoo 60 7h 72 Lansing Sh 63 60 Traverse City 90 89 70 Marquette 7E - 65 Kuskcgon 53 - 69 Pontiac - - 53 Saginaw LS h; on Bay City - he - Royal Oak - - 31 _—Average or Percentages 53 56 58 Cfimparisons Between media Table 71 compares the individual media ratings as established in tfiua 'telephone surveys. Figures shown are the total contacted at some time by each medium. The neWSpaper is the best medium for reaching consumers with food ilhfcunnation according to the results of this study. However, even this ..133- general statement must he considered with caution, for in two cities, Grand Rapids and Traverse City, the television and radio were equally TABLE 71. reached by one medium a Individual nedium audi nce by city showing those * O t. '1 " Total (non-duplicated) audience reported on: Radio Television Newspaper Survey Survey_ Survey Detroit 8 - Cl Flint 1h - hl Grand Rapids 1? l9 l7 Kalamazoo ll 50 6h Lansing 17 39 56 Traverse City 75 66 56 Larquette SS - 59 Euskegon 22 — 55 Pontiac - _ 52 Saginaw 19 26 51 Bay City - 3h - Royal Oak - - 31 Average of Percentages 27 38 51 (XF' more effective in reaching the consumers than the newspaper was. On tJlGB average figure, half of all the homemakers in each area are reached throtugh newspaper . Television is next after newspaper with 38 percent of the home- , . . . ma”5611‘s being contacted through this medium. In Grand.Rapids this is the leading medium for reaching the consumer audience. Radio is the least effective, and at the same time, reached an -13h- average of 27 percent of the consumers. This average figure conceals the Spread between cities on the radio surveys - from a low of 8 per- cent in Detroit to a high of 75 percent in Traverse City. ‘With such a diversity between cities, it is again difficult to generalize on each media and each finding must be considered by the agents in each city as they pertain to their own situation. The percentage of consumers reached through the three media dur- 1115 the week of the survey is shown in Table 72. Some differences from TAELE 72. Individual medium audience by city showing those reached by one medium during the week of the survey Weehly audienceTIpercentjireported on: Radio Television Newspaper Survey Survey Survey_ ___ Detroit 8 - 73 Flint l - 15 Grand Rapids 5 7 11 Kalamazoo 11* 10 2h Lansing 17* 10 36 Traverse City 16 10 33 Marquette l8 - 18 Muskegon ll -- 11 Pontiac - - 17 Saginaw 3 h 21 Bay City - 7 _ liqyal Oak - - 16 -—_Average 10 8 23.5 g *Question did not refer to specific program but asked if homemaker had heard the agent on radio recently. -135- {fine total contacted are evident. The reduction from the total to the weekly basis is less for radio than for the other media and television loses more than the newspapers. Except for Saginaw, the 7-10 percent television weekly audience 143 (constant for each city. When viewed with the commercial ratings in nuirud, it would seem that perhaps the potential for morning television audiences is being exploited to its limits in these cities. The weekly coverage by newspapers and radio leave considerable potential audience yet to be reached. Radio coverage may be easier to expand than television. Newspaper readership leaves much room for ex- Pansion. The reduction in percentage reached through the newspaper on a l-'v’eek:l.ybasis from the total reached at some time previously might have 1Deen less than indicated because of the time the calls were made. In menst cases the calls were made starting at 9 a.m. on the morning after 'tHEB‘agent's release came out in the afternoon paper. Some comments on thfié lensing pretests indicated that a few homemakers had not had a chance to look for the article in the paper yet but would read it later in the day. % Between Media In.Appendix B are bles showing the overlap between media in each city. When the telephone survey asked about a particular television program, it concluded by askinv if the respondent had also either heard m18 agent on the radio or read her newspaper articles. The tables men- tiOned above show the results of these questions. In many cases the numbers concerned are too small to be an indi- cation of any general trend of overlap. This is especially true on the -136- ;raxiio surveyS'where the immediate audience was small. In.Detroit the newspapers cover the audience, are there is very Initxtle indication that the radio program has much audience that isn't also covered by the newspaper. In Grand Rapids the television audience stands very much alone. Theisbher the newspapers nor the radio reach the same people as the tele- xnission show does according to the television survey. However, on the reactio and newspaper surveys, some overlap was indicated. Kalamazoo audiences each overlap the other to a considerable ex- ‘tenat. Lansing televLsion overlaps newspaper and radio audiences particu- lfiurlyu In harquette and Traverse City, there is extensive overlap be— tween all media. Each city is different in this amount of overlap, and the figures Prwesented are not conclusive enough to make generalizations. COmEaJ'ison pf Survey Methods The two methods of surveying used are comparable to a lhnited €X1nent, Personal interviewing is necessary for getting details, opinions, reactions and other depth data. Telephone interviewing is adapted to tfi1€> quick answer question about one definite subject, and little data ahdbtrt the characteristics of the respondent can be gathered this way. For finding the size of the MIC program audience, he telephone ‘41“vey is certainly the most economical to use, the cost being eight CEHJts per completed schedule in the surveys reported herein. When information on the nature and preferences of the audience 31$ needed, the personal interview method must be used. The cost in the LiLlSkegon personal interview survey was approximately five dollars per c0mpleted schedule. About one—fourth of the material on each schedule is included in this thesis. I -‘Cl-u-x’ .1“ —137- Coincidental telephone surveys were made on a very limited scale in Lansing for comparison to the recall type used throughout the twelve cities. There were no significant differ; see in the results obtained by these different types of telephone surveys. The results obtained on the Kalamazoo recall survey were the same as the professional coincidental survey strtistics. The difierence in administration.makes tie recall survey possible for the MIC program. To Complete coincidental surveys fl“ equalling the recall surveys done in the twelve cities would have re- quired ten times as many callers, which would have been a financial and 1 ! administrative impossibility. 3" Comparison 2: Hushcgon Surveys - Personal and Telephone Between the personal interviews made in huskegon and the tele- phone surveys conducted in the same city, there are some cenuarisons which can be ventured. When asked on the personal interview about their use of televi- sion as a source of food information, L3 percent of the Muskegon home- makers said they watched the homemaker shows sometimes. This included all the various shows available to them. bout 13 percent of the total interviewed said tiey had seen the consurer harheting agent from either Grand Rapids or Kalamazoo on television. When ashed this same question on the telephone surveys, lh percent of those called on the radio survey said they had seen the agents on television and 29 percent of those called on the new3paper survey had seen them. Thus, the one telephone survey almost exactly duplicates the personal interview and the other more than doubles the number. Only 7 percent of the homemakers interviewed on the personal inter- view survey said they used the radio as a source of food information. -13 8... When asked if they had heard the agent on the radio in the telenhone survey, 11 percent said they had heard her on the day of the survey and another 11 percent said they had heard her another time. This is a con- siderable gain of listnership over that indicated by the personal inter- view survey. The fact that the agent has programs available to the con- sumers now may be the factor in increasing their use of the radio as a source of food information. There are many other factors too which might have influenced the results, not the least of which is the tine of year each survey was conducted. The September personal interview survey came following a sumaer of less radio listezing than the winter and early spring, following which the hay telephone survey was made. On the newspaper side of the surveys, the coverage was quite close; 93 percent of the households interviewed on the personal inter- view survey received a new3paper regularly, while 96 percent of those called on the telephone survey received the Muskegon Chronicle. This might be expected, as some of the homes reached through the personal in- terview survey did not have a telephone, and those without telephones are less likely to take the newspaper. When asked on the personal interview survey how often they read the food page in the newspaper, 37 percent of the Muskegon homemakers said they read articles every day. When asked how often they read the agent's article on the telephone survey, 38 percent said every week, practically identical results if variation in the question is ignored. The rest of the regularity responses followed almost exactly the same on both surveys: in the personal interview survey, hh percent said they read food articles sometimes and 15 percent said they never did. On the telephone survey h2 percent said about every two weeks and 20 percent said almost never. 0 Although the questions are a bit different and the frequencies‘ are different in respect to the once a week release of the agent's arti- cle, this is evidence that the agent has readership equal to that of any or all other food articles that appeared tefore regula puhlication of her article in the newspaper began. Centerisons With Other Survex Ratings It has already been pointed out that the findings of our tele- phone survey in Kalamazoo are the same as the commercial ratings avail- able from the Kalamazoo media. The Jetroit and Saginaw ratings were not quoted as ratings from the independert commercial surveys such as Kalamazoo was able to obtain. From the national ratings of television and radio such as the Neilsen reports, the LIE program can learn something of what an average audience is like and how it behaves and use it as a guide for planning the future levclopments in theSe media fielis. Comparisons to these national averages can be misleading unless interfreted in the light of the local situation. Perhaps a large metro- . politan area such as Detroit will conform to such findings, but smaller cities, especially Traverse City and harquette, must plan according to the available media and audience in their area. The NIC program can learn from the advertisers of food products. The advertisers are vigilent in watching changes in attitudes, reactions to new approaches, etc. Most of the techniques they use are tested for effectiveness, and from these plus the other surveys, better ways and means of reaching consumers with food information can be developed. Comparison to Other Studies The findings of this survey and those of the two studies reviewed in Chapter III are quite similar in many reapects. Each will be compared separately. Louisville, Kentuchy, 1953 -'In numbers of people reached through the mass media by the consumer food information program, some Michigan city programs exceed the Louisville survey results and others are some- wnat less. The Kichigan average is only very slightly less than Louis- ”in ville (56 percent in Michigan, 61 percent in Louisville). Newspapers reached the most people in both the Michigan and ! Kentucky studies. Television reached about one in ten consumers in both surveys, and radio was more successful in reaching Michigan consumers . than Louisville households. hany of the comments collected on the hichigan surveys indicated consumers' interests in food buying information to be about the same as in Louisville. Good buys and suggestions on economy are of interest to many consumers wherever they are. The general conclusions of the Louisville study (see page 33), could be equally well drawn from the surveys reported in this thesis. California, 1956 - The potential for consumer reception and use of food information indicated by the California study is substantiated by our Richigan survey results. The potential for each media shown in the California study has been exhausted in some Michigan cities. Newspapers lead in reaching consumers with food information in '40 California as well as hich gan. Radio was given the edge over television in California but dropped slightly behind its competitor in several Michigan cities. Consumer interest in food information is established in all of the studies. CHAPTER IX SUhhARY AND CONCLUSIONS The Marketing I formation for Consumers (KIC) program must reach the consumer audience to be effective. uccessful achievement of the prOgram's objectives depend upon its ability to communicate its message to the food buyer. Reaching large numbers of consumers through use of the mass media is our way of reducing hrs. Consumer's cost of learning to he a better buyer. As part of an extension evaluation program, this study seeks to determine the size of the HIC program audience and how this audience uses the mass media for getting food marketing information. The objectives and the purposes of the RIC pregram, which depend upon the consumer use of the mass media for food information, are dis- cussed early in this thesis. The pregram is questioned from several points of view, and the different aims cemmented upon in a review of writings pertaining to programs of this nature. This study uses two surveys to measure consumer use of mass media for food information: (1) telephone surveys to determine how many people are being reached by the RIC pregram through the mass media, (2) a per- sonal interview survey to determine some characteristics of the potential food buying audience in respect to their use of mass media for food in- formation. The tolcphone surveys covered three media: radio, television -m. -1h2- and newspapers. More than 12,000 calls were made to randomly selected households in twelve cities where the MIC prognwm is operating. These telephone calls yielded measures of total audience size and media ef- fectiveness. It was found that between one-half and two-thirds of the people called had been contacted by the MIC program at some time. The total audience for all three mass media varied greatly between cities. On a weekly basis, somewhat less than a third of the consumers were reached through the three media surveyed. Individual medium audience ratings also varied widely between cities. In eight of the eleven newspaper surveys, more than one-half of the consumers had read the agent's newspaper articles at some time. Television surveys were conducted in the six cities which have regularly scheduled MIC programs. Total audience contacted at some time through this medium ranged from one-fifth to two-thirds of the consumers in the area surveyed. Television contacts during the week of the survey were 10 percent or less in each city. The radio audience for LIC programs was surveyed in nine cities. weekly audiences ranged from 1 percent to 18 percent, while the home- :nkers contacted at some time through the radio ranged up to 75 percent of those surveyed in each city. More contacts were made during the week of the survey by radio than television. However, the total number of homemakers reached at some time was more by television than by radio. The telephone surveys were the recall type: the calls being made after a particular radio or television program.was completed and on the day after the agent's newspaper release. It was found that the re- call method yielded essentially the same results as the coincidental —1h3- method (calling during the program) which is used by many commercial . rating organizations. Also, the results of the recall surveys corres- ponded.with the commercial ratings of the same programs. Because of their ease of administration and low cost, the recall survey method is recommended for the MIC agent's use in checking program effectiveness. The minimum number of calls (about 300) can be made for eight cents each - total of $2h. Only about five personal interviews can be conducted for the same expenditure. Available commercial survey data on radio and television use in the home was reviewed for comparison and program planning purposes. Sump maries of comments made by homemakers to the telephone interviewers are also included as program suggestions. The personal interview survey of 311 Muskegon homemakers was used to learn the nature and preferences of the consumer use of mass media for food information. Homemakers with higher education and in the middle income brackets looked to magazines as a source of food information more than the homemakers of lower education and other income groups. "When asked what media they preferred as a source of food infor- mation, the Muskegon homemakers favored the magazines. Both newspapers land magazines were preferred over radio and television. It is interesting to note that the use of the radio as a source «of food information by Muskegon homemakers increased between the time of the personal interview survey and the telephone interview survey seven Inonths later. During this time the MIC program was launched in Muskegon aand several radio prOgrams initiated. This is an indication that home- Inakers will use the media on which the food information becomes avail- erble even though it may not be the preferred source. -m- The value of this entire study lies in its application to the MIC program. It is hoped the findings will be helpful in program.develop- ment. Efforts to reach consumers through mass media can be concentrated on the media that are most successful in reaching the audience of food buyers. Economy and efficiency in use of time, money and talent may be the result of the use of these findings. APPENDIX A SAMPLES OF SURVEY SCHEDULES -1245- MUSKEGON PERSONAL INTERVIEW SCHEDULE Sample of Section Used 20. a. Do you have a TV set? Yes No b. What channels or stations do you get? c. Do you ever watch homemaker shows or other shows dealing with food buying? Yes No d. Which ones? (Are there any others?) e. How frequently do you watch them? f. Why do you like these shows? (If they watch them.) g. Have you seen the consumer marketing agent from Michigan State on TV? Yes No h. Have you ever seen (name) ___? Yes No 21. a. Do you have a radio in working order? Yes No b. Are there particular radio programs about food that you listen to? Yes No c. Which ones? d. How frequently do you listen to them? e. Have you heard the consumer food marketing agent from Michigan State on the radio? Yes No f. 'When.- ‘What time? 22. 23. 2h. a. b. c. d. 80 r.) g. h. a. b. C. d. e. -lb7- Do you get a newspaper? Yes No Which one? How often do you read the food page? What do you look for? Do you look for and read any particular food column? Yes No Which one? Could you give me an example of some items about food you read in the paper recently? How did you use this information? Do you read magazines for food information? Yes No Which ones? What do you look for in them? Could you give me an example of some food information which you found in a magazine recently? How did you use it? fr. Which of these sources of food information -- TV, radio, news- papers, magazines - is the most helpful to you? (Circle one) 4&3- SAMPLES 9E TELEPHONE INTERVIEW SCHEDULES MSU’Telephone Survey -‘22 Phone . Date . Time . Time to call back . No answer . Busy . Homemaker not at home . No cooperation . Hello, we are conducting a survey for Michigan State University, and I'd like to ask the homemaker of your house a few short questions please... 1. 2. 3. h. S. 7. . “shunn— Yes No Did you see the WJIM-TV Copper Kettle food show this morning? (If no--skip to question 3) -.a't L 'fi'i’i‘- . Did you see Marie Ferree, the Lansing Consumer Mar- s_[ l keting Agent who appeared on the Copper Kettle show this morning? (If no to l or 2) Have you seen Marie Ferree, the Lansing Consumer Marketing Agent on previous Friday Copper Kettle shows? (If no-skip to question 7) (If yes to 2 or 3) About how often do you see Miss Ferree on the Copper Kettle TV show? Every week. . . . . . . Every two weeks . . . . A1m03to never. 0 o o o o (If yes to 2 or 3) Could you tell me what particular information that Miss Ferree gives is of interest to you? (In your opinion, did she see the show? Yes___ No___) Can you use the kind of information Miss Ferree gives? Yes;__ No Have you ever heard Marie Ferree, the Lansing Consumer Marketing Agent on the radio? Yes____ No___ Or read her newspaper articles? Yes___ No Thank you very much. -1149... MSU TELEPHONE SURVEY - NEWSPAPER Phone . Date . No answer . Busy . No cooperation . Homemaker not at home . Time to call back a Hello, we are conducting a survey for Michigan State University, and I'd like to ask the homemaker of your-house a few short questions please.... . Yes No 1. Did you receive the Thursday edition of the Pontiac Press? 2. Did you read the food section on the Thursday Press? - 3. Did you read any of the food articles in the food section? b. Did you read the food marketing column called (headline) by the Pontiac Consumer Marketing Agent? 5. (If no) Have you read Mrs. Josephine Lawyer's column in previous weeks' editions of the Press? 6. (If yes to h or 5) About how often do you read this column? Every week Every 2-3 weeks Almost never 7. Could you tell me what part of the column was of particular interest to you? (In your opinion did she actually read the column? Yes___ No ) 8. Can you use this information? Yes___ No 9. Have you ever heard the Pontiac Consumer Marketing Agent on the radio? Yes___ No___ Thank you very much. -1so— MSU TELEPHONE SURVEY - RADIO Phone \. Date . Time . Time to call back No answer . Busy . Homemaker not at home . No cooperation . Hello, we are conducting a survey for Michigan State University, and I'd like to ask the homemaker of your house a few short questions please.... Yes No 1. Did you hear Ruth Hunsberger, the Traverse City Consumer Information Agent on the radio station “TOM this morning? 2. Have you heard Mrs. Hunsberger on the radio at another time? (If no, skip to 6) 3. (If yes to l or 2) About how often do you hear Mrs. Hunsberger on the radio? 3 times a week. . l or 2 a week . . Every 2 weeks . . Almost never. . . h. (If yes to l or 2) Could you tell me what particular information that Mrs. Hunsberger gives is of interest to you? (In your opinion did she actually hear Mrs. Hunsberger? Yes___ Nq___ 5. Can you use the kind of information Mrs. Hunsberger gives? 6. Have you seen Mrs. Hunsberger, the Traverse City Consumer Informa- tion Agent, on television? Yes____ No____ Or read her newspaper articles? Yes___ No___ Thank you very much. APPENDIX B TABLES SHOWING OVERLAP 0F MEDIA BY MEDIUM.AND CITY .1151; -152— TABLE 1. Part of Bay City television audience also reached through other media Tfiose who saw agent on television today who also Number Percent at some time havegé ...read her news articles 3 16 ...heard her on radio h 22 TABLE 2. Part of Detroit radio audience also reached through other media ----‘3‘..- Q ‘ 4 These'who heard agent on radio today who also at Number Percent some time haYPE. . fl“ ~A-..---- ..-...- oooread her news artiCleS 9 69 to M..‘--... -‘ _. um— ‘— TABLE 3. Part of Detroit newspaper audience also reached through other media Those who read agent's news article today who: Number Percent ...used telephone service 7 3 ...heard her on radio 17 9 TABLE h. Part of Grand Rapids radio audience also reached through other media Ticse who heard agent on the radio today who also at some Number Percent time have: ___ ...read her news articles 5 38 ...saw her on television 5 38 -153... TABLE 5. Part of Grand Rapids newspaper audience also reached through other media Those who read agent's news article today who also at Number Percent some time have: ...saw her on television lb bl ...heard her on radio 13 38 TABLE 6. Part of Grand Rapids television audience also reached through other media Those'who saw agent on television today who have Number ' Percent also at some time: ...read her news articles 0 O ...heard her on radio 1 8 TABLE 7. Part of Flint newspaper audience also reached through other media Tiose‘who read agent's news article today who also have Number Percent at some time: ...heard her on radio 1 25 TABLE 8. Part of Flint radio audience also reached through other media Those who heard agent on radio today who also have at some time: Number Percent ...read her news articles 1 SO -ISh. TABLE 9. Part of Kalamazoo newspaper audience also reached through other media. Those who read agent's news article today who also have Number Percent at some time: ...seen her on television bl SO ...heard her on radio 20 2h TABLE 10. Part of Kalamazoo radio audience also reached through other media Those Who heard agent on radio today who also have at some time: Number Percent ...read her news articles 19 62 ...seen her on television 20 I 65 TABLE 11. Part of Kalamazoo television audience also reached through other media Those who saw agent on television today who also have at some time: Number Fame“ ...read her news articles 18 hh ...heard her on radio 3 7 TABLE 12. Part of Lansing newspaper audience also reached through other media Those who read agent's news article today who also have Number Percent at some time: ...seen her on television bl 75 ...heard her on radio 16 29 ~155- TABLE 13. Part of Lansing television audience also reached through other media Those who saw agent on tele- vision today who also have . Number Percent at some time: ...read her news articles 3 l9 ...heard her on radio 2 l3 TABLE 1h. Part of Lansing radio audience also reached through other media These who heard agent on the radio today who also have at Number Percent some time: ...read her news articles 6 20 ...seen her on television 20 S9 TABLE 15. Part of Marquette newspaper audience also reached through other media Those who read agent's news article today who also have Number Percent at some time: ...heard her on radio 38 7h TABLE 16. Part of Marquette radio audience also reached through other media Those who heard agent on radio today who also have at some Number Percent time: ...read her news articles 31 57 ...seen her on television 20 SS ‘0 w. '8} -156- TABLE 17. Part of Luskegon neWSpaper audience also reached through other media Those who read agent's news article today who also have Number Percent at some time: ...seen an agent on television 15 h? ...heard her on radio 9 29 TABLE 18. Part of Luskegon radio audience also reached through other media Those who heard agent on radio “ _J_"‘ . today who also have at some Number Percent time: ...read her news articles 16 59 ...seen an agent on television 2 7 TABLE 19. Part of Pontiac newSpaper audience also reached through other media Those who read agent's news article today who also have Number Percent at some time: ‘--.- ...heard her on radio 5 ll ..- -— m--M C m.— ... TABLE 20. Part of Royal Oak newSpaper audience also reached through other media Those who read agent's news article today who also have Number Percent at some time: ...heard her on radio 5 12 .._- ._-- -157— TABLE 21. Part of Saginaw television audience also reached through other media Those who saw agent on tule- ' vision today who also at some Number Percent tum}mwn -—-—- --.—.mW ...read her news articles h 36 ...heard her on radio 5 hS _ V - :i TABLE 22. Part of Saginaw newspaper audience also reached through other media 1 Those who read agent's newspaper article today who also at some Number Percent ! time have: i _ m...” *—— q—.- k— --. - *-.—-—-.—__.. . “....” —_*--.— ,...- - .. - h- . - g. .— g .m.- h.” .. ".m... ‘.. .. _ ‘: ...seen her on television 29 L9 3*4' ...heard her on radio 29 L9 TALLE 23. Part of Saginaw radio audience also reached through other media Those who heard agent on radio today who also at some time Number Percent have: - ...seen her on television 2 25 ...read her news articles 2 25 TABLE 2h. Part of Traverse City radio audience also reached through other media Those who heard agent on radio today who also have at some Number Percent time: --~- ...read her news articles 22 63 ...seen her on television 19 5h ‘ ”—— '-"* TABLE 25. Part of Traverse City television audience also reached through other media Those who saw agent on tele- vision today who also have at Number Percent some time: .. —-——— ‘ .. --...- v -- ...-."m-~-. ...read her news articles 1h 61 ...heard her on radio 18 78 TABLE 26. Part of Traverse City newspaper audience also reached through other media Those who read'agent's news article today who also have Number Percent at some time: —.—-. —-—.——- i ...seen her on television 55 81 ...heard her on radio 57 8h APPENDIX C TABLES SHOWING MEDIUM AUDIENCE REPORTED ON EACH SURVEY -- BY CITY -159— —160- TABLE 1. Audience reached through each medium as reported on each survey in Detroit Newspaper Radio Survey Audience Audience Percent Percent Newspaper 81 10 Radio 11 8 TABLE 2. Audience reached through each medium as reported on each survey in Flint NeWSpaper Radio Survey Audience Audience Percent_ Percent Newspaper hl h6 Radio 15 lb TABLE 3. Audience reached through each medium as reported on each survey in Grand Rapids ——v -..—-.., Newspaper7~"““ Television Radio Survey' Audience Audience Audience Percent Percent Percent Newspaper l7 7 7 Television 13 19 11 Radio 12 20 17 TABLE h. Audience reached through each medium as reported on each survey in Kalam zoo Newspaper . Television Radio Survey Audience Audience Audience Percent;~h-wmw_h__Efg§§ntw__~. u_¥Percent Newspaper 6h 36 20 Television hS SO 12 Radio ho 33 ll —— -161— TABLE 5. Audience reached through each medium as reported on each survey in Lansing Néfispaper ‘w_—Television Radio‘uh Survey Audience Audience Audience Percent Percent- Percent Newspaper 56 h8 19 Television 31 39 15 Radio 21 3h 17 TABLE 6. Audience reached through each medium as reported on each survey in Larquette Newspaper Radio Survey Audience Audience Percent Percent NeWSpaper S9 60 Radio 52 58 TABLE 7. Audience reached through each medium as reported in each survey in Muskegon Newspaper Television Radio Survey Audience Audience Audience Percent Percent Percent Newspaper SS 29 31 Radio hl 1h 22 TABLE 8. Audience reached through each medium as reported in each survey in Saginaw Newspaper Television Radio Survey Audience Audience Audience Percent Percent Percent Newspaper 51 31 28 Television 22 26 17 Radio 29 21 19 -l62- TABLE 9. Audience reached through each medium as reported in each survey in Traverse City Newspaper Television Radio Survey Audience Audience Audience Percent Percent Percent Newspaper 56 A9 56 Television Sh 66 61 Radio 57 AS 75 BIBLIOGRAPHY Public Documents State of Michigan. 67th Legislature, Senate Bill No. 1235, 195b. Blankenship, Albert. flgw to Conduct Consumer and Opinion Research. New York: Harper & Bros., l9h6. Bogart, Leo. .223 Age of Television. New York: Frederick Ungar Pub- lishing 00., I§§6. Chappell, Matthew N. and Hooper, C. E. 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