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Filmed as Xerox University Microfilms 300 North Z e a b Road Ann A rbo r, M ichigan 48106 I 74-6167 WILLIAMS, Lloyd Mark, 1921HIGHWAY TRAFFIC SAFETY COMMUNICATION: A STUDY OF THE OPINIONS OF MASS MEDIA REPRESENTATIVES IN THE STATE OF MICHIGAN TOWARD HIGHWAY TRAFFIC SAFETY INFORMATIONAL SERVICES. Michigan State University^ Ph.D., 1973 Education, teacher training U n iversity M icrofilm s, A XEROX Company , A n n Arbor, M ich ig an © 1973 LLOYD MARK WILLIAMS ALL RIGHTS RESERVED HIGHWAY TRAFFIC SAFETY COMMUNICATION: A STUDY OF THE OPINIONS OF MASS MEDIA REPRESENTATIVES IN THE STATE OF MICHIGAN TOWARD HIGHWAY TRAFFIC SAFETY INFORMATIONAL SERVICES By Lloyd Mark Williams A DISSERTATION Submitted to Michigan State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Department of Secondary Education and Curriculum 1973 ABSTRACT HIGHWAY TRAFFIC SAFETY COMMUNICATION: A STUDY OF THE OPINIONS OF MASS MEDIA REPRESENTATIVES IN THE STATE OF MICHIGAN TOWARD HIGHWAY TRAFFIC SAFETY INFORMATIONAL SERVICES By Lloyd Mark Williams People must be motivated to drive safely. Traffic safety communicators have an important responsibility in getting highway users to consciously "buy" their own safety. The primary objective of this study was to obtain an attitudinal evaluation of the respondent's professional views regarding acceptability of highway traffic safety communications received by their newspaper, radio or television station. Secondary objectives were to inves­ tigate the r e s p o n d e n t ’s acceptance of a statewide or regional highway traffic safety communicators/media conference or workshop, for such a workshop. and to obtain suggested topics An additional objective was the use of highway traffic safety information released by Michigan State University's Highway Traffic Safety Center. Lloyd M a r k Williams Highway traffic safety communication, as currently understood and practiced, is a relatively new discipline. To date four studies have devoted themselves to this topic. They were conducted by Arthur D» Little Dudley-Anderson-Yutzy (1966), (1968), Dudley-Anderson-Yutzy and Dr. Richard P. DeSantis (1969) (197 0). Description of Population and Questionnaire The population of the study included 27 0 weekly and 56 daily newspapers, members of Michigan Press A s s o c i ­ ation; and the 17 0 radio and 25 television stations listed in the Michigan Section of the 1971 Broadcast Yearbook. Separate questionnaires were developed for the press, radio and television stations of Michigan, questions three and twelve uncommon in wording to each media. Questions in each focused on five types of information: Sources, Priorities, Purposes, Utilization of HTSC materials and In-Service Workshop, Responses were received from 3 2,8 per cent of the press, 60.6 per cent of the radio and 100 per cent of the television representatives; cent. an overall return of 4 5,1 per Descriptive analysis of responses focused on five types of information received from those representatives. Lloyd Mark Williams The Major Findings of the Study The specific findings are summarized as follows: M i c h i g a n ls newspapers, daily and weekly, received "most useful" highway traffic safety communications from police, hospitals and similar sources: Highway traffic safety communications relating to driver practices received highest priority for editorial topics, news coverage and fillers, Michigan's radio stations received "most useful" traffic safety communications from private organizations. Highway traffic safety communications relating to driver practices received highest priority when radio stations considered material for editorials and public service time. Highway conditions received first consideration for news coverage. Michigan's television stations also received their most useful traffic safety communications from private organizations. Highway traffic safety communi­ cations relating to driver practices received highest priority when television stations were considering material for editorials and/or public service time. Highway conditions received top consideration for news progr a m s . It was interesting to note that a small segment (3,8 per cent) of Michigan's press representatives found the "scare" approach "unacceptable" for press usage. Lloyd Mark Williams Rather, respondents were inclined to rate the "scare" approach as "useful.” Sixteen and two-tenths per cent stated that it was a "very good" technique, 62.0 per cent were agreed the approach should be rated either "good" or "fair" while 18.1 per cent said it was a "poor" tech­ nique in so far as news value is concerned. There was rather even distribution in the ratings assigned to the "scare" approach by Michigan's radio representatives. Twenty-six and twenty-six hundredths per cent judged this approach to be "very good," 28.28 per cent rated it "good" and 25.25 per cent agreed that it was "fair" and 14.14 per cent stated that it was a "poor" technique. As with members of the press a small number of respondents, 5.05 per cent, rated this t e c h ­ nique as "unacceptable." The ratings given the "scare" approach by tele­ vision representatives show that 8.7 0 per cent felt it was a "very good" medium and 8.7 0 per cent felt that it was "unacceptable." Those remaining were divided as follows in their ranking of this technique: cent indicated that it was a "good" practice, 34.78 per 17.3 9 per cent agreed that it was "fair" and 30.45 per cent stated that it was a "poor" approach. Greatest use of Highway Traffic Safety Center material was reported by Michigan television representa­ tives , Lloyd M a r k Williams Press, radio and television representatives were interested in and would participate in a well-planned district highway traffic safety communicator/media w o r k ­ shop . Comments from press, radio and television repre­ sentatives indicated the need for continuous, original and localized traffic safety information and/or materials. Press respondents stressed preparation in newspaper style, answering the journalistic questions: When? Where? sized timing, Why? and How? What? Radio respondents empha­ twenty to thirty seconds, asked for video-taped c o l o r . Who? and television C o p y r i g h t by LLOYD M A R K WILLIAMS 1973 T h e c o p y r i g h t i n g of this t h e s i s is n o t i n t e n d e d to p r e v e n t use of the m a t e r i a l for h i g h w a y t r a f f i c safe ty i n f o r m a t i o n a l services. A l l i n f o r m a t i o n m a y be used, w i t h c r e d i t to the a u t h o r th e o n l y r e s t r i c t i o n being that the o r i g i n a l m e a n i n g shall be preser v e d . DEDICATION The w r i t e r d e d i c a t e s this t h e s i s to his wife, Irene, w h o for t w e n t y - e i g h t y e a r s has a s s i s t e d him, e n c o u r a g e d h i m and s a c r i f i c e d in o r d e r that his e d u ­ c a t i o n a l g o a l s c o u l d be a t t a i n a b l e . ACKNOWLEDGMENTS The writer is deeply indebted to many people for their assistance, counsel, encouragement and understanding Grateful appreciation is expressed to Seattle School District #1. A sound educational sabbatical p r o ­ gram gave m e the opportunity to complete, during the 197 0 1971 academic year, the doctoral residence requirement at Michigan State University. Initial gratitude, therefore, must be expressed to The School Board; Dr. Forbes Bottomly Superintendent? Mr. David Kroft, supervisor of staff development and Mr, Gordon F. Albright, principal of Nathan Hale High School, for their continuing support of my sabbatical program. Deep thanks go to the faculty of the Highway Traffic Safety Center of Continuing Education Service at Michigan State University. Especially, to my doctoral guidance committee chairman, Dr, Robert 0. Nolan, and committee member, Dr. Robert E. Gustafson. The other members of my guidance committee, Dr. Lawrence E. Sarbaugh of the College of Communication Arts, and Dr, Lawrence Borosage of the College of Education, c o n s i d e r ate. have been most Many thanks go to Mr. J. Robert Shinn, communi­ cation specialist; Mr. Gerald. A. Feddersen and Mr. Gilbert E. Apps, information specialists and Mr, Paul T. Nelson, graphics technician, of the Highway Traffic Safety Center for their constant encouragement during the writer's year of on-campus service as a graduate assistant in their office. Their service as consultants was invaluable as well as beyond the requirements of their employment. Indebtedness is acknowledged to: Sarbaugh, Dr. Lawrence E. College of Communication Arts; Mrs. Ellen Louhi and Mr. Harry Stapler, publishers of the East Lansing Towne C o u r i e r , Okemos Meridian Towne Courier and Williamston Enterprise; Mr. John Ward, news editor of the Lansing State J o u r n a l ; Mr. Richard Estell, manager, Michigan State University's radio stations WKAR and WKAR-FM; Mr. Tom Bradford, manager, Grand Rapids radio station WOOD and Mr. Howard Lancour, news director, Lansing television station WJIM-TV for their assistance in the development of the newspaper, radio and television questionnaires, Equal appreciation is extended to Mrs. Virginia A. Wiseman, executive secretary of the Graduate Student Affairs Office in the College of Education at Michigan State University, for her helpful suggestions and matriculation assistance. Also, to Mrs. Allaseba P. Gauthier, Mrs. Mary A. Judson, Miss Lavon A. Nelson and iv Mr. Stephen W. Ross for their assistance in compiling and mailing the questionnaires, data summarization and thesis proofreading. A researcher's gratitude to those representatives of the mass media in the state of Michigan who took the time to answer and return the five-page questionnaire designed for their newspaper, radio or television station. Finally, the writer owes special gratitude to the journalism and driver education students who have attended his classes since 1949, making teaching a highly enjoyable experience as well as encouraging his continued graduate study. v TABLE OF CONTENTS Chapter I. Page THE P R O B L E M ..................................... Statement of the Pro b l e m .................... The Importance of the s t u d y ................. Methodology of the S t u d y ..................... . Basic Assumptions of the S t u d y ............. Delimitations of the S t u d y .................. . Definition of Terms . ................... Organization of the Remaining Chapters . . II. REVIEW OF THE L I T E R A T U R E ..................... The Literature of Research in Safety Education................................. The Literature of the National Safety Council on Safety and Traffic Safety Research: 1957 - 1971 . . . . . . National Technical Information Service . Literature of the Insurance Institute for Highway Safety ........................... The Literature: Individual Contributions . The Denver Symposium on Mass Communi­ cations Research for Safety ............. The Literature of Presidential Committees for Traffic S a f e t y . .................... The Literature of the Oakland County Traffic Safety committee. . . . . . The Arthur D, Little Study of Traffic Safety Information: 1966 The Highway Safety Communications Problem: A Report of the Dudley-Anderson-Yutzy (DAY) S t u d y .............................. Communications and Public Support in High­ way Safety: A Follow-up Study by Dudley-Anderson-Yutzy.................... Literature of the National Project in Agricultural Communications: 1955 1960 vi 1 6 6 7 8 9 10 14 15 15 16 19 19 23 26 28 30 31 31 32 33 Chapter Page The Literature of Michigan State U n i ­ versity rs Highway Traffic Safety C e n t e r .................................. S u m m a r y ..................................... III. PROCEDURES USED IN CONDUCTING THE STUDY 34 35 . . . 38 Geographical Area of S t u d y ............. 38 Materials U s e d ........................... 39 40 Description of Po p u l a t i o n ................. Questionnaire Design . . . . . . . . 40 Personnel Involved in Questionnaire D e v e l o p m e n t ................................. 43 Questionnaire Distribution ................. 44 Questionnaire Returns ........................ 44 Processing the D a t a .............................. 49 S u m m a r y .................................. 50 IV. ANALYSIS OF D A T A ............................... Questionnaire Mailings and Return . . . Results of the Newspaper Questionnaire 51 . . . 52 53 S ources .................................. 54 P r i o rities................. 59 Purposes . . . . . . 66 Use of HTSC Materials . . . . . . . 70 In-Service W o r k s h o p .......................... 73 Results of the Radio Questionnaire. . . . 78 Sources. ........................ 79 Priori t i e s .............................. 85 Purposes ....................... 90 Use of HTSC M a t e r i a l s ................. 95 In-Service W o r k s h o p .................... 98 Results of the Television Questionnaire . . S ources ................. Priorities ................................ 108 P u r p o s e s ................................ 116 Use of HTSC Materials . . , . , . . In-Service Workshop. . . . . . . . Summary of the S t u d y ...................... 127 vii 102 103 121 123 Page Chapter V. SUMMARY, CONCLUSIONS, RECOMMENDATIONS AND D I S C U S S I O N ........................... Summary Statement Method of . of the Problem Study . . . . . . . . 128 . . . . . . . . . Major F i n d i n g s ............................... Sources of Highway Traffic Safety Information........................... Priorities . . . . . P u r p o s e s ............................... Use of Highway Traffic Safety Center M a t e r i a l s ........................... In-Service Workshop for Media P e r s o n ­ nel .................................. 128 128 129 13 0 13 0 131 132 134 134 Co n c l usions.................................. R e c o m m e n d a t i o n s ....................... Discussion . . . . . . . . . . . 13 6 138 139 SELECTED BIBLIOGRAPHY.................................. 14 4 APPENDICES Appendix A. Letters of Transmittal N e w s p a p e r .................................. R a d i o ...................................... T e l e v i s i o n .................................. E. Questionnaires N e w s p a p e r .................................. R a d i o ...................................... Television . . . . . . . . . . . C. 155 156 157 158 163 168 Number and Percentage of Respondents An s w e r ­ ing Questionnaire Items N e w s p a p e r ....................... R a d i o ...................................... T e l e v i s i o n .................................. 173 178 183 Appendix D. Page Population by D i s t r i c t s ............................ 188 N e w s p a p e r s ................................. 18 9 R a d i o ............................................ 211 T e l e v i s i o n ..................................... 221 E. C o m m e n t s ............................................. 224 LIST OF TABLES Table Page 3-1. Newspaper Questionnaire Distribution, Return and Percentage by D i s t r i c t s ................. 4 6 3-2. Radio Questionnaire Distribution, Return and Percentage by Districts .................... 47 3-3. Television Questionnaire Distribution, Return and Percentage by D i s t r i c t s ..................... 48 4-1. Questionnaire Distribution, Return and P e r ­ centage by M e d i a .................... 4-2. 4-3. 4-4. 4-5. 52 Rating of the Usefulness of Highway Traffic Safety Materials Received by Newspaper Respondents Answering Question Number One . Rank Order of Michigan Public and Private Organizations Who Provide the Most Useful Highway Traffic Safety Communications— Newspapers ................. H T S C 1s Communication Office Press Releases Received by Newspaper Respondents . . . 56 58 . 60 Rank Order of Editorial Subject Matter — Newspapers ................. 61 4-6. Rank Order of News Subject Matter— Newspapers 4-7. Rank Order of Filler Material Subjects — N e w s p a p e r s ....................... 62 Column Inch Allocation for Highway Traffic Safety Information, Estimate Per Edition, by Number and Percentage of Respondents — Ne w s p a p e r s ....................... 63 4-8, 4-9. . 61 Rank Order of Factors for Consideration of Highway Traffic Safety Information for Pub­ lication— N e w s p a p e r s ............................ 64 x Table 4-10. 4-11. 4-12, 4-13. 4-14. 4-15. 4-16. 4-17. Page Newspaper Appeals Directed to the Driver and/or Weekend Reader . . . . . . Newspaper Respondents Evaluate to Highway Traffic Safety. . . 66 "Scare" Approach . . . . . . 67 Aspects of Highway Traffic Safety Believed to Be Most Neglected in Releases Received by Newspaper Respondents . . . 68 Newspaper Respondents Evaluate Usefulness of Information and/or Materials Provided by HTSC *s Communication Office . . . . . . 71 Rank Order of—To p i c s Recommended for an InService Workshop for Highway Traffic Safety Communications Preparation P e r ­ sonnel— Newspapers . 74 Newspaper Respondents Answer Question Relating to Workshop Participation. . . . . . . 76 Rank Order of Highway Traffic Safety Communi­ cation Workshop Objectives— Newspapers . . 77 Rating of the Usefulness of Highway Traffic Safety Materials Received by Radio Respondents Answering Question Number One . 79 4-18. Rank Order of Michigan Public and Private Organizations Who Provide the Most Useful Highway Traffic Safety Communications— R a d i o ............................................. 83 4-19. H T S C 's 30-Second Spots Received and Programmed ........................ by Radio Respondents 84 Time Allocation of Daily News and/or Editorial Programming Devoted to L o c a l , State and National Highway Traffic Safety Infor­ ma t i o n — R a d i o ................. 85 4-20. 4-21. Rank Order of Editorial Subject Matter--Radio . 86 4-22. Rank Order of News Subject M a t t e r — Radio. . 87 4-23. Rank Order of Public Service Subject M a t t e r — R a d i o ............................................. 88 xi . Table Page 4-24. Rank Order of Factors for Consideration of Highway Traffic Safety Information for ............................... 89 Radio Broadcast 4-25. Radio Respondents Evaluate "Scare" Approach to Highway Traffic Safety, . 91 4-26. Aspects of Highway Traffic Safety Believed to Be Most Neglected in Releases Received by Radio Respondents ............................ 92 4-27. Radio Appeals Directed to the Driver and/or Weekend Listener ............................ 94 4-28. Radio Respondents Evaluate Usefulness of Information and/or Materials Provided by HTSC Communication O f f i c e ........................ 96 4-29. Rank Order of Topics Recommended for an InService Workshop for Highway Traffic Safety Communications Preparation Per­ ...................................99 sonnel — Radio 4-30. Radio Respondents Answer Question Relating to Workshop Participation. . , , . . . .101 4-31. Rank Order of Highway Traffic Safety Communi­ cation Workshop Objectives— Radio . . . . 102 Rating of the Usefulness of Highway Traffic Safety Materials Received by Television Respondents Answering Question Number One 104 4-32. 4-33. 4-34. . Rank Order of Michigan Public and Private Organizations Who Provide the Most Use­ ful Highway Traffic Safety Communications— Te l e v i s i o n ........................... 107 HTSC's 60-Second "Safety Spots" Received by Television Respondents. . . . . . . . 109 4-35. Time Allocation of Daily News and/or Editorial Programming Devoted to L o c a l , State and National Highway Traffic Safety Infor­ mation— T e l e v i s i o n .............................. 110 4-36. Rank Order of Editorial Subject M a t t e r — Television. ....................... 112 xii Table Page 4-37. Rank Order of News Subject Matter--Television 4-38. Rank Order of Public Service M a t t e r — ........................ 113 Television. 4-3 9. Television Respondents Evaluate Factors of Consideration for Highway Traffic Safety Information Broadcast ........................ 114 Television Appeals Directed to the Driver and/or Weekend V i e w e r ................. 115 4-40. 4-41. 4-4 2, 4-43. Television Respondents Evaluate "Scare" A p p r o a c h to Highway Traffic Safety. , . . . 112 117 Aspects of Highway Traffic Safety Believed to Be Most Neglected in Releases Received by Television Respondents . . . . . . . 119 T elevision Respondents Evaluate Usefulness of Information and/or Materials Provided by HTSC Communication Office. . . . . . . 121 4-44. Rank Order of Topics Recommended for an InService Workshop for Highway Traffic Safety Communications Preparation P e r ­ sonnel— Television .................124 4-45. Television Respondents Answer Question Relating to Workshop Participation. 4-46. . . 125 Rank Order of Highway Traffic Safety C o m m u n i ­ cation Workshop O b j e c t i v e s — Television . , 126 xiii . LIST OF FIGURES Page Figure D-l. State of Michigan; 83 Counties Divided Into 8 Reporting Districts ........................ D-2. Location of Michigan Newspapers, , , D-3 . Location of Michigan Radio Stations . D-4 . Location of Michigan Television Stations. xiv . . . . . 1 8 9 . . 188 211 . 221 CHAPTER I THE PROBLEM Societies' greatest— £#ar today may well be that civilization is, right now, undergoing the problems of fuel and energy shortages as well as motorized mayhem, because of the ability or unwillingness to recognize and correct the causes of those problems. Invented just seventy-nine years ago, the a u t o ­ mobile has literally transformed the face of America. And in the same period, automobiles themselves have undergone an amazing change. Thanks to the United S t a t e s 1 genius for invention and improvement, today's sleek, p o w e r-packed, vehicles have left the Duryea Brother's (Charles & Franklin) asthmatic gas buggy of 18 93, at Springfield, Massachu­ setts,'*' as far behind as that epoch-making vehicle out­ distanced the original oxcart of prehistoric and biblical General Motors Corporation, The Automobile S t o r y : Teaching Units for Elementary Classes (Detroit: Public Relations Department, General Motors Corporation, n.d.), p . 10. 1 2 man. The vehicles now rolling off the nation's assembly lines are almost supernatural marvels of beauty, speed, flexibility and comfort. Are such marvels deserved? Is society ready to be trusted with these feats of engineering? Last year, in the United States, 56,3 00 men, women and children were killed on urban and rural high­ ways. Total injuries climbed to a staggering 2,000,000 for the same period of time. For one year's motor- vehicle incidents an estimated cost of $17,500,000,000. 2 Last year 2,258 men, women and children were killed while traveling the streets and highways of the state of Michigan. 3 Injuries recorded during the same period totaled 178,929 as a result of 359,745 traffic 4 accidents; at an estimated cost of $630,000,000 for a year of t r a v e l . Does society want to end the abuse of driving privileges in the state of Michigan? Do highway traffic safety educators want to educate and/or communicate with the future users of our highway transportation system? 2 National Safety Council, Accident Facts, 1973 Edition (Chicago : National Safety Council, 425 North Michigan A v e . , 60611, 1973), pp. 40-41. ■^Michigan Department of State Police, 1972 Michigan Traffic Accident Digest (East Lansing: Department of- State Police, 48823, 1972) , p. 5. 4 Ibid. 3 Is there a desire to curb the onrush of traffic accidents? Is there a need to communicate with the present users of the highway transportation system and highway traffic safety instructors in the virtues of safe driving? We assume the answer to those questions is "Yes," and that the consequence would be reduced highway accidents. The continuing increase in accidents along with the continued expansion of population and traffic c o n ­ gestion suggests that never has there been a greater need for people in all phases of highway traffic safety to communicate among themselves and with other users of the highway transportation system in an effort to reduce risks of accidents on the highways. Never has there been a more urgent need for the silent majority to make its voice heard. Never has there been a greater need to communicate with politicians. Never has there been a greater need to acknowledge the highway traffic safety information the discipline provides. Never has there been a greater need for highway traffic safety communicators. Highway traffic safety communicators need to know whom to contact and convince. Representatives of the mass media create the unified and responsible voices that can make the wants of all highway traffic safety organizations ring clearly in the ears of political, industrial and social leaders. 4 It matters not which media each highway traffic safety communicator selects; newspaper, radio or television--the important point being that they are indeed utilized. Communicators may be both catalysts and instruments of education which can change the course of highway traffic safety. As concerned individuals, high­ way traffic safety communicators need to take the first step. Each year the Department of State Police, in its publication, Michigan Traffic Accident F a c t s , compiles a one-page listing, "Quick Facts," which should be utilized by highway traffic safety communicators as they tell the Michigan story. Byron M. Nichols, vice president of The Chrysler Corporation and chairman of the Information Task Force Committee of the 1971 Conference on the Problem Driver and Traffic Safety meeting in Lansing, had this to say following the first meeting about that committee's c o m ­ municative responsibility: Our committee has met to determine ways and means of informing all of the public of the countermeasures which the other five task force committees will recommend. Once we have a good safety program— an attractive "product"— we'll be ready to sell it. Our job will be to generate public support for the program once it is developed.5 5 Garnet M. Griffin, "State-Wide Conference on Problem Drivers Is Now Underway," TSA Bulletin (Detroit: The Traffic Safety Association of Detroit, XXIX, No. 6, October-November, 1971), p. 3. 5 Secretary of State, Richard H. Austin, chairman of the State Safety Commission and head of the coordinating council which planned the 1971 conference on the Problem Driver and Traffic Safety, issued a challenge at the opening session to the citizens and government officials that they bring forth fresh ideas and new methods of coping with the problem driver as well as develop a longrange program to curb the needless slaughter on the urban and rural streets and highways of the state of Michigan. His challenge: "It is hoped that the collective findings of the members of the six working task force committees examining the problem from varying points of view will offer solutions and techniques to strengthen Michigan's traffic accident prevention operations on all levels and in all areas. To secure implementation of "Quick Facts," the Information Task Force Committee's objective or to answer the Secretary of State's challenge, public support of the highest order is necessary and that suggests the need for more effective communication to enlist that support. Users of the highway transportation system must be encouraged to drive safely--to practice defensive driving techniques. For example, the installation of seat belts and shoulder harnesses or air bags in all 6I b i d ., p. 1. 6 motor vehicles can be legislated, but the use of safety devices is an individual act resulting from a specific motivation--*getting the driver to consciously buy his own safety. Highway traffic safety communicators and the mass media have an important responsibility in this area of salesmanship. Statement of the Problem The major purpose of this study was to obtain attitudinal evaluation bearing on the respondent's p r o ­ fessional view regarding the acceptability of the highway traffic safety communications received by his newspaper, radio station or television station. Secondary objectives were to investigate the respondent's acceptance of a statewide or regional highway traffic safety communicators/ media conference or workshop and to obtain suggested topics for such a workshop. An additional objective was the use of highway traffic safety information released by Michigan State University's Highway Traffic Safety Center. The Importance of the Study What are the mass media's sources of highway traffic safety information? What priorities do media representatives establish before publication or broadcast of highway traffic safety information? What opinions do the media representatives express about the purposes of highway traffic safety communication? What use is made, 7 by those receiving them, of the Highway Traffic Safety Center's materials? What support is there from media representatives for an in-service workshop? To date a study addressed to answering these questions has not been completed in the state of Michigan. Therefore, the findings of this thesis will make a positive contribution to the field of highway traffic safety c o m ­ munications by providing supplemental reference information for highway traffic safety communications courses, and providing media representatives with information relating to sources, priorities and purposes of highway traffic safety informational services as well as topics for inservice workshop discussion. The findings, also, will be m a d e available to the press, radio and television associations in the state of Michigan for use by their members who are actively p r o ­ moting highway traffic safety. Methodology of the Study Questionnaires were mailed to each of the 56 daily and 27 0 weekly newspapers published in the state of Michigan, and 131 A M to each of the 3 9 FM (Amplitude Modulation) (Frequency Modulation) radio stations licensed to operate in the state of Michigan and to each of the 25 television stations licensed to operate in the state of Michigan during the 1971 calendar year. 8 The questionnaires utilized c h e c k l i s t s T rating scales and opportunities for comments. Sixteen items were developed to assess the attitudes and opinions of the media representatives, Basic Assumptions of the Study This study proceeded on the suppositions that: 1. A comprehensive study of Michigan mass media representatives' opinions could provide valuable information for instruction purposes in highway traffic safety communication and education classes, 2. There was a positive relationship between the media's allocation of space or public service time and their judgment of the quality of the highway traffic safety messages received. 3. Data collected from each media representative was his opinion, not that of the media's owner­ ship,- expressed in answer to the sixteen questions developed to assess attitudes and opinions, 4. There existed a large volume of activity in the field of highway traffic safety communications competing for the public service space or time made available by the mass media. 9 Delimitations of the Study This study is limited to an examination of the expressed attitudes and opinions of mass media represen­ tatives to the acceptability of highway traffic safety information and materials received from public, private and governmental organizations in the state of Michigan. It is further limited to include only those representatives of daily and weekly newspapers listed in the Michigan Press Association's 1971 Newspaper 7 Directory & Rate Book; radio stations listed in the Michigan section, pages N-101 to 108 and television stations listed in the Michigan section, pages A-3Q and Q 31 of the 1971 Broadcast Y e a r b o o k . This study does not attempt to measure the high­ way traffic safety communicator's evaluation of the mass media's utilization of submitted materials nor the specific type of content required for the special audiences and/or publics of the newspaper, radio or television stations. 7 Elmer E. White, Michigan Newspaper Directory & Rate Book 1971 (East Lansing: Michigan Press Association, 1971), pp. 7-38. Q Sol Taishoff, e d ., Broadcast Yearbook 1971 (Washington, D.C.: Broadcasting Publications, I n c ., 1971), pp. A-30-1; B - 1 0 1 - 8 . 10 Definition of Terms The following definitions are construed to serve the needs of highway traffic safety communications. It is not likely that the meanings will be totally agreed upon by those representing the several related disciplines. A c c i d e n t .’’■-An accident, as popularly conceived, has long been regarded as a fortuitous event— something that "just happens11-"-a chance occurrence. The inescapable attributes of an accident are its unexpectedness, unplanned nature, its its unpredictability. C h a n n e l .— The medium or media (vehicle) carrying messages from the originator to the potential recipient and user. In this study, we're concerned with channels for highway traffic safety messages. Communication.— As a word, communication re p r e ­ sents the interchange of symbols— both verbal and n o n ­ verbal— among persons. one-to-one, This interchange may range from face-to-face, interchange to transmission of messages from one person to thousands or millions of persons via such media as television, radio, newspaper and books. Most of the time highway traffic safety c o m ­ municators will be thinking of it in a narrower sense— the exchange of information and ideas among themselves and/or media representatives. 11 Communication C a m p a i g n ,--A connected series of messages designed to bring about a particular response from a selected audience, users of the highway transpor­ tation system in our case. C om m u n i c a t o r .--The communicator is an individual who, through a series of actions or operations, sets in motion a process resulting in understanding and response I on the part of receivers (communicatees 1. Community R e l a t i o n s .--Results from contacts, whether official or private, between communicators and residents of the local community. C onsultants.— Individual representatives of media, bona fide media agencies or reputable self-employed writers, photographers and artists. F e e d b a c k .— The messages coming back to a communi­ cator from a receiver, especially those which serve a self-correcting function for subsequent interchange. It implies free two-way flow of messages. G atekeeper.--Any person who is so situated in the news gathering and disseminating process that he has c o n ­ trol over the content and form of the news which flow through the channels. 12 Highway Traffic Safety C e n t e r .— An administrative unit, identified by title, which is integrally within a university, but not in the sense that it is a separate department. It is university supported in a manner con­ sistent with that of other ongoing university programs. The center provides or coordinates multi-disciplinary efforts towards solving highway traffic safety problems in the way of education and training, public service and research (initiating, coordinating, conducting, collect­ ing and disseminating). These efforts are designated by the center's objectives. Highway Traffic Safety Communicator.’— The origi­ nator and diffusor of highway traffic safety messages to the mass media for their dissemination to their publics. Mass Communication.— A technical form of com­ munication which permits rapid transmission of information or publicity to large heterogeneous and impersonal audiences almost simultaneously. M e d i a .— Media are the vehicles which carry symbols from one person or group to another person or group. of these are: Some books, films, magazines, newspapers, radio, recordings and television; each differing greatly in char­ acter, organization and social function. Therefore, any 13 means of interpersonal or mass communication by which the highway traffic safety message is disseminated to our publics. News S t y l e .--Any arrangement, specified by the media concerned, of pertinent information for dis s e m i ­ nation which answers j o u r n a l i s m ’s creditable "Five W's and an H " : Who? What? Where? When? Why? and How? Press K i t .--Usually a mimeographed or printed package of information containing a history of the o r g a n i ­ zation or event, facts about its mission or timing, biographies of the staff, appropriate pictures and other background information. It is utilized to acquaint reporters and other important visitors with the org a n i ­ zation, individuals or particular significance of the event. Public I n f o r m a t i o n .— Messages for any person who wants it. In this thesis we are thinking of that portion which is p u b l i c i t y * t r a f f i c safety using available media but not necessarily coordinated use of such media and not necessarily designed to increase public support for highway traffic safety. Public S e r v i c e .--Newspaper space and radio or television time donated to communicators. 14 R e l e a s e .— A n y i n f o r mation— written, printed, oral or p h o t o g r a p h i c — w h i c h is disseminated to the publics by communicators through the media. O rganization of the Remaining Chapters Chapter II contains a r e v i e w of the literature and r e s earch w h i c h has been published relating to highway traffic safety communications. Chapter III contains the design of the study, examines the universe and describes the populations of specific mass media representatives as well as an e v a l u ­ ation of the analysis techniques utilized. Chapter IV presents a d e s c r iptive analysis of the m e d i a r e p r e s e n t a t i v e s ' answers to the sixteen questions relating to their specific mass media and the d a t a gathered relating to those universities offering courses in highway traffic safety. Chapter V, the final chapter, contains the summary, conclusions, cussion . recommendations, suggested research and d i s ­ CHAPTER II R EVIEW OF THE LITERATURE In order that the literature may be utilized as reference material for this study. Chapter II has been organized around the thirteen headings as listed in the Table of Contents: individuals, recognizing the contributions of safety organizations, universities, industry and governmental agencies. The Literature of Research in Safety Education It was interesting to note that little has been written with respect to the effect of communications upon highway traffic safety education. There were two studies during the first quarter of this century of research in safety education which contained specific points of interest relating to this thesis. Dr. Leon Brody, who completed his post doctoral study "Personal Factors in Safe Operation of Motor Vehicles" at New York University's Center for Safety Education, is the first to specifically mention media utilization. His recommendation number four stated: 15 16 Facts concerning safe operation of motor vehicles should continue to be disseminated, and more widely than hitherto, through traffic-safety and drivertraining programs in the schools and through various media of public education. A major portion of these programs should be devoted to personal factors.9 Dr. James Vaughan wrote his thesis "Positive Versus Negative Instruction" for the Ph.D. at the University of Chicago, Two of Vaughan's fifteen conclusions had appli­ cation for improving highway traffic safety communication techniques in Michigan, namely: Number eleven— Any form of instruction, positive or negative, or any threat which catches the indi­ vidual's attention and reminds him of pleasant or unpleasant experiences, frequently associated with the attainment of goals, is likely to exert the proper influence in shaping conduct. Number fifteen— The use of threats and p u n i s h ­ ment can be overdone.10 The Literature of the National Safety Council on Safety and Traffic Safety Research: 1 3 5 7 - 1971---Through the cooperative efforts of interested groups an outstanding publication program has been developed by the National Safety Council. A vast and needed literature is accumulating in each area within the safety discipline. All concerned in the promotion, development and distribution of the books, journals, 9 Walter A. Cutter and Duke Elkow, 25 Years of Research in Safety Education (New York: Center for Safety Education, 1 9 5 l i , pp. 45-46. 1 0 Ibid., pp. 68-69. 17 pamphlets, reprints, radio and television scripts, news releases as well as media materials should be justly proud of their highway traffic safety communicative and informational efforts. A feature article titled "Needed— A Breakthrough in the Research Barrier" published in the April, 1969 issue of Traffic Safety challenged Bruce B. Madsen, m a n ­ aging director of the Traffic Improvement Association of Oakland County, Michigan and Douglas W. Toms, former administrator of the National Highway Traffic Safety Administration, to publicize their beliefs and attitudes towards the improved utilization of research information. Madsen, utilizing the title "The Problem Is Accessibility" stated that: "Members of the press and other mass media are numbered among those 'traffic workers' whose influence upon traffic improvement is quite signifi­ cant but who spend relatively little time on traffic matters. The frequently outspoken Toms, recognized as an administrator, titled his article tation. " "The Key Is Implemen­ His paper represented an additional call for research with a message that is to the point as well as understandable when he wrote: ^ B r u c e B. Madsen, "The Problem Is Accessibility," Traffic Safety (Chicago: National Safety Council, LXIX, No. 4, April, 1969), 22-38. 18 To the man. on the street, all the research in the world isn't worth a thing if it doesn't make his life any better. Consequently, in my v i e w as a motor vehicle administrator, "ivory tower research" is especially frustrating; it only served to tantalize the practitioner without allowing him to implement the findings. To me, the key is implementation. There is a need for some organization or group to attempt to analyze and rewrite much of the research material that is presently available. . , . Every once in a while an exemplary piece of research will be cleverly abstracted; it then finds its way into our daily press. In m y view, this achieves more attention and does more good than hundreds of scientific articles,12 Because of a sustained interest in research, the Research Committee and the Medical and Health Committee of the National Safety Council, through systematic p l a n ­ ning, redeveloped a program of safety research information. As a result, in March of 1969, Vol. I, No. 1 of the Journal of Safety Research was published by the National Safety C o u n c i l . Norvin C. Kiefer, M.D., writing the guest e d i ­ torial, "An Introduction to the Journal," stated: " . . . The research worker needs to have a means of communication that assures him both of extensive transmittal of his conclusions and of prestige among his fellow workers that he rightly should acrue." 13 12 Douglas W. Toms, "The Key Is Implementation," Traffic Safety (Chicago: National Safety Council, LXIX, No. 4, April, 1969), 23-39. 13 Norvin C. Kiefer, M.D., "An Introduction to the Journal," Journal of Safety Research (Chicago: National Safety C o u n c i l , I, No. 17 March, 1969), 3. 19 National Technical Information Serv i c6 Secretary of Commerce Maurice H. Stans announced the establishment of the National Technical Information Service, on Tuesday, September 15, 1970, to simplify and increase public access to federal publications and data files of interest to the business, nical communities. scientific and tech­ Highway traffic safety communicators will be able to economically utilize their time scheduled for reference seeking and research as a result of the development of NTIS, Literature of the Insurance Institute for Highway Safety The Insurance Institute for Highway Safety (IIHS) is an independent, nonprofit, organization that carries out research, communication and grant-in-aid programs, IIHS communications programs make research find­ ings and conclusions available to the public insurers and government through print media, films, television, radio, special presentations and publications such as the semi-monthly Status Report newsletter which covers the national highway traffic safety program. Dr. Hugh M. Miser, vice president, Research Center, Inc., The Travelers speaking at the first IIHS Research Symposium Traffic Safety: Strategies for Research and Action made the following remarks relating to the need for better communication: 20 What seems to be the final picture that we emerged w i t h today? The efforts of the insurance industry have continued for a long time, but somehow or other, if we are to believe the witnesses that have addressed us, they have not created and communicated an e f f e c ­ tive image of the contributions of this industry to highway safety.14 Merrill Mueller, NBC News staff member from New York, in his opening remarks prior to the press forum "Safety Meets the Media," at the second IIHS Symposium, challenged the insurance industry with the following comment: In the days of the jet-powered automobile, or electric commuter cart, the multiple creation of bad drivers threatens us all* We had better free one of your computers, I suggest, to put the vital statistics in clear, basic English where they are urgently needed and where you are talking to people, not other computers.15 An additional report by Paul Benbrook and Murray Blumenthal, as co-chairmen of "Public Information Panel 1," urged media representatives to clarify the true meaning of the term "accident"— when they said: Use of the term "a c c i d e n t ” by media to describe highway mishaps suggests the absence of individual resp o n sibility for an unexpected or unintended event. A cHild very early learns that if an event is an accident he is not held responsible for its 14 Hugh J. Miser, "Concluding Summary and Synthesis," Traffic Safety: Strategies for Research and Action (Hart­ ford! The Travelers Research Center, I n c ., 1968) , p p . 2223. ■^Merrill Mueller, "Safety Meets the Media: A Press Forum," Driver Behavior: Cause and Effect (Washing­ ton, D.C.: Insurance Institute for Highway Safety, Wat e r ­ gate Six Hundred, 20037, 1968), p. 56, 21 consequences. It is noteworthy that the media rarely refer to airplane mishaps as accISents. Instead they are called crashes or c o l l i s i o n s .16 (Emphasis added.) Dr. Julian A. Waller and Paul Edwards, co-chairmen of "Public Information Panel 2 , ” reported to the symposium as follows: "Public information activities must recognize the existence of many different publics, requiring different messages, each perhaps or the same message in d i f ­ ferent ways with possibly different information and action goals. Mr. Jim Adams, of the Continental Research Insti­ tute, commenting on "Implementation of Traffic Safety Research Results," by Nils A. Lofgren in closing the third IIHS Symposium stated: "I'd start with the premise that communication is an art, and any one who communicates^.. as well is an artist."’1'8 Adam's comment would enable highway traffic safety communicators to become more proficient marginal 1 fi Paul Benbrook and Murray Blumenthal, "Public Information Panel 1," Driver Behavior: Cause and Effect (Washington, D.C.: Insurance Institute for Highway Safety, 1968), p p . 263-64. 17 Paul Edwards and Dr. Julian A. Waller, "Public Information Panel 2," Driver Behavior: Cause and Effect (Washington, D.C.: Insurance Institute for Highway Safety, 1968), pp. 266-67, 18 Jim Adams, "Comment: Implementation of Traffic Safety Research Results," Man and the Traffic Process (Washington, D.C.: Insurance Institute for Highway Safety, 1969), p. 136. 22 communicators in their relations with media if they would adhere to the following: This artist-communicator, I believe, needs another rather special characteristic— and again this is a pretty rare o n e — but it's the sort of thing the specialists call a "marginal man." A marginal man is one who lives on the margin of two different cultures. He belongs to two cultures and can speak the language of both.1 9 The fourth symposium "Man and the Traffic Process" was held June 9-10, 1970, in Washington, D.C. with the Nationwide Insurance Companies and Royal-Globe Insurance Companies as co-hosts. Mr. Albert Benjamin Kelley, vice president, com­ munications of the IIHS spoke at that meeting of a success­ ful highway traffic safety informational program, Rouge Project: "Baton Where To From Here?", when he remarked; . . . In Baton Rouge, we cooperated with the city in conducting an extensive campaign to get information to the community's people about the pre-arrest test ordinance before it took effect. , . . We developed both live and taped television and radio spots, generated television and radio interviews of local officials and in one instance an institute official, in the capacity of a technical advisor to the mayor, developed press stories discussing the pros, cons and intentions of the new ordinance. Public acceptance was overwhelming and press reaction was universally favorable.20 19I b i d ., p. 137. 20 Albert Benjamin Kelley, "Baton Rouge Project: Where To From Here?" Key Issues in Highway Loss Reduction (Washington, D.C.: Insurance Institute for Highway Safety, 1970), p. 66. 23 The Literature; Individual Contributions' As an aid to understanding the recent development of traffic safety communications, it is appropriate to review briefly what individual authors have said about the topic of this thesis. Dr. Herbert J, Stack, while serving as director of New York University's Center for Safety Education, wrote as follows: "Through the use of newspapers, radio, and television, as well as special evening courses and meetings for adults, the school administrator can conduct a broad program of adult safety education which will not only serve the community well but also strengthen its primary program of education for child safety," 21 Mr, Paul F, Hill, assistant general manager of the National Safety Council, in an article "Let's Teach Them To Live," made this comment; Your public officials and high level representatives of local newspapers, radio and TV stations, indus­ trial publications and house organs, local businesses and schools should be consulted during the planning stages of your projects. If these people are kept fully informed and are allowed to contribute to planning, you can usually expect their full cooper­ ation, which is essential to the success of your p r o g r am.22 21 Dr. Herbert J. Stack, The Administrator--and the School Safety Program (New York": Center for Safety Education, New York University, n.d,), p. 14. ^ P a u l F. Hill, "Let's Teach Them To Live," Traffic Safety (Chicago: National Safety Council, LXII, No. 1, January, 1963), 12. 24 Mr. E. E. Baker, director of attendance and transportation for the Fulton County Board of Education of Atlanta, Georgia, in an article titled "School Trans­ portation and Public Relations" spelled out for traffic safety communicators what he saw as the fundamentals for successfully keeping publics informed as to the effort to provide safe transportation for the Nation's youth when he w r o t e : Four fundamentals must be observed in order to have a successful public relations program: adequate planning, implementation without expediency, p e r ­ formance with flexibility, and constant consideration for the people s e r v e d . . . . Performance, finally, is the yardstick by which public relations are judged as excellent, good, or poor. Even the children can determine whether or not there is quality in a p r o g r a m , 23 Mr. Lawrence J. Hogan, president of Larry Hogan Associates Public Relations, speaking to the American Association of Motor Vehicle Administrators (AAMVA) Public Information Seminar addressed a specific problem to the discipline when he asked "Are We Reaching The Man Behind The Wheel?" and then remarked: We're living in an age of communication explosion: radio, tv, magazines of every kind, communication satellites, telephone, telegraph, posters, letters, etc., etc. We're constantly being bombarded with so m u c h information from all sorts of media trying to penetrate our senses that we do our best to block out the things we don't care about and only 23 E. E. Baker, "School Transportation and Public Relations," Safety (Washington, D.C.: National Commission on Safety Education, National Education Association, CXI, No. 1, January, 1967), 24. 25 let through the things we do^ care about. Your problem--our problem, as communicators--is to figure out a way to get through to the intended recipients of our m e s s a g e , 24 Mr, A, R. Roalman, director of communications for CNA Financial Corp., gave the beginning traffic safety communicator a basic list of realistic steps wh i c h he saw as "8 Steps to Public Support." They are: 1. 2. Start with hard facts, Have clearly written material describing your plan. 3. Lay the groundwork. 4. Go out and talk. 5. Get publicity for your speeches. 6. Get others to endorse your program. 7. Report successes. 8. Demonstrate h o n o r , Candor is refreshing in public life, and it wins support. And support is what traffic safety efforts need these d a y s . 25 Professor H. R. Crane, University of Michigan Department of Physics, conducted and reported on "An Experiment Toward Establishing Communication From Audience to Lecturer." In his summary he wrote: Many techniques, audio and video, are available for projecting a lecturer's performance to a large audience, but techniques for feedback from audience to lecturer are almost totally lacking. The return 24 Lawrence J. Hogan, "Are We Reaching The Man Behind The Wheel?", An Address to American Association of Motor Vehicle Administrators Public Information Seminar, April 17, 1967, Sheraton Silver Spring Motor Inn, Silver Spring, Maryland, reprint, p. 2. 25 A. R. Roalman, "8 Steps to Public Support," Traffic Safety (Chicago: National Safety Council, LXIX, No. 1, January, 1969), 18. 26 communication link, if available, would be an important factor in performances of lecturer and audience, hence in the educational p r o c e s s . 2 6 The Denver Symposium on Mass Communi" cations Research for Safety The National Safety Council and Dr. Harold A. Mendelsohn, professor in the Department of Mass Communi­ cations at the University of Denver, combined forces to conduct and publish The Denver Symposium on Mass Comm u n i ­ cations Research for S a f e t y . out of print) The resultant handbook (now is a reference which evaluated mass communi­ cations research and theory as an aid to those charged with the responsibility of highway traffic safety infor­ mation exchange and communications. In any phase of highway traffic safety, the educator should always plan ahead, larly true in communications. and this is partic u ­ Mendelsohn did the job in the Preface to Part 1 when he wrote: . . . the fact remains that this study is addressed primarily to the utilization of mass communication techniques in an effort to reduce accidents. This, and this alone, was the mandate given to the author. To the problems involved in mass communication for safety— and mass communications alone— does this study address itself.27 26 H. R. Crane, "An Experiment Toward Establishin Communication From Audience to L e c t u r e r , " An Abstract of Pertinent Research Related to Edex Educational Systems (Mountain View, Calif.: Edex Corporation, n . d .), p^ T o . 27 Murray Blumenthal, e d ., The Denver Symposium on Mass Communications Research for Safety: A Critical Review of the Literature and a Proposed Theory by Dr. Harold A . Mendelsohn (Chicago: The National Safety Council, 1964), p. 6. 27 In his Summary and Conclusions, Mendelsohn, to his initial mandate, true gave highway traffic safety c o m ­ municators a suggested model and theory of application for their utilization while concurrently giving his twenty critics a target they could effectively relate to when he concluded: A theory, known as the Subjective-ProbabilisticFunctional theory, has been d e v e l oped to satisfy the conditions in the preceding paragraph', and can serve as a basis for a traffic safety mass communications model, The theory states that the degree of correlation that exists between subjective and objective p r o b a ­ bilities that apply to given driving/pedestrian situations will determine, to a maximum extent, whether accidents will or will not occur in those situations. The ability to control traffic acci­ dents through mass and other forms of communication and instruction rests in the ability to establish control over subjective probabilities under various driving/pedestrian c i r c u m s t a n c e s .28 Part II, Critiques on "Mass Communication for Safety," is a compilation of selected excerpts organized by the editor Murray Blumenthal, manager of the research department of the National Safety Council, describing the reviewers' critiques as they related to the major steps in the administration of a mass media communications program. In answer to the question, "What are the major strengths and limitations of the study paper?" Blumenthal wrote: 28I b i d . , pp. 122-23. 28 There was agreement that the study paper provided an original and vigorous challenge to the reviewers, particularly in its presentation of an original theory. The emphasis on planning and measures of effectiveness were seen as strengths of the paper that also provided a foundation for further work in this a r e a , 2 9 Part III, "Conclusions and Preliminary Guidelines," presented the editor's admonition to highway traffic safety communicators who peruse the handbook, as follows: "Rather than providing a body of knowledge that could be translated into a series of rules guaranteeing the success of a mass communications effort, the study indicates a potentially useful way of thinking about the p r o b l e m , an indication of the kinds of questions a practitioner can raise about his own efforts as he proceeds--in effect, constituting a series of flexible guidelines, and empha­ sizes the need for feedback about the effectiveness of his e f f o r t s ."3 0 The Literature of Presidential Committees for Traffic Safety Dr. Erwin P. Bettinghaus, author and a member of the faculty of Michigan State University's College of Communication Arts, supported the purposes of the "Action Program" established by Presidential Committees when he s tated: In persuasion, what is important is not the actual role that any communicator or receiver is occupying but the relationship between the role occupied by 29I b i d . , p. 143. 30I b i d . , p. 255. 29 a source and that occupied by a receiver. Each role can be described in terms of status or the prestige associated with the role. The President of the United States has higher prestige because of his role position than does the governor of a state.31 It is in the area of public information for hig h ­ way traffic safety that the Committee made its greatest contribution. In the recommendations included by the Committee relating to "Public Information" the weakness of local and state programs was assessed with the follow­ ing areas noted as requiring attention: Public information programs have a long way to go; some communities and states are active in traffic safety, others are not; they are not geared to the common effort, and often go off on a tangent; failure to localize activities is frequent; activi­ ties are too often spasmodic, lacking the continuity necessary to sustain them over a long period. Employment of competent, professional personnel to promote a highway safety program through all public information channels.32 Mr. Franklin M, K r e m l , chairman of President Nixon's 12-man Task Force, titled the committee's report to the President "Mobility Without Mayhem." Published in October of 197 0 the report's Recommendation number ten, "Education of the Public," is of special interest to highway traffic safety communicators. It stated: "A program of public education must focus on clear and 31 Erwin P. Bettinghaus, Persuasive Communication (New York: Holt, Rinehart and W i n s t o n , I n c . , 1968) , pTI 110. 32 The President's Committee for Traffic Safety, Public Information, A Section of the Action Program for Highway Safety (Washington, D.C.: Superintendent of Documents, 1966), pp. 7-11. 30 realistic objectives for the national effort in highway safety. 0. 4- ’ tation, The goals set forth are recommended for presen. . . " 3 3 The Literature of the Oakland County Traffic Safety Committee The review of existing literature revealed that the Oakland County Traffic Safety Committee had published a report, compiled by seven study groups, containing specific recommendations for improving highway traffic safety in that county. The Sub-Committee on Public Information concluded: "This sub-committee's appraisal and evaluation of the present situation in Oakland County in respect to traffic safety communications indicates that there currently exists no coordinated effort— that each geographic seg­ ment tends to act in its own way and only in its own way and only in its own areas." 34 33 Presidential Task Force on Highway Safety, Mobility Without M a y h e m , The Report of the President's Task Force on Highway Safety (Washington, D.C.: Superin­ tendent of Documents, October, 1970), p. v. 34 Oakland County Traffic Safety Committee, Study Group VI, Public Information and Organization (Rochester, Mi.: Mott Center for Community Affairs, Oakland University, September, 1965), p. 29. 31 The Arthur D . Little Study of Traffic Safety Information: 1966 As still another example of the varied approaches needed, as well as utilized, in efforts to cope with the highway traffic safety communications problem the Arthur D. Little Study, Summary Report, "The State of the Art of Traffic Safety," has significance. project director, Dr. Richard C. Norris, stated that more than 1,8 00 selected documents, ranging from individual papers to monographs on traffic safety, were acquired by librarians and read by appropriate team members. Capsule comments, by Dr, Richard C. Norris, project director, which have bearing upon the topic of this thesis are: We have also found no substantive data on the effectiveness of general safety propaganda; the limited information available suggests that it is not particularly effective. The information on communications and signaling and their relationship to highway safety, as pre­ sented in the literature, is more suggestive than definitive.35 The Highway Safety Communications Problem: A Report of the DudleyAnderson-Yutzy (DAY) Study Of particular interest are the panels into which the 100 participants of the Airlie House Conference were 35 The Automobile Manufacturers Association, Inc., Summary R e p o r t : The State of the Art of Traffic Safety (Cambridge, Mass.: Arthur D. Little, Inc., June, 1966), pp. 12-25, 32 divided* To date this demonstrates the most comprehensive assessment of highway traffic safety information exchange. The five panels and their topic for discussion into which the selected participants and resource p e r ­ sonnel were divided were: The C r a s h : Considered need and means to improve public understanding of all elements in the highway crash event, and news coverage of the event. R e s e a r c h : Considered relationship between scien­ tific highway safety research and highway safety information activities, and useful translating the former into the l a t t e r . Government P r o g r a m s : Considered adequacy of Federal, State, and Local programs of information and education in highway safety, and ways to improve those programs. P u b l i c s : Considered need and ways to effectively identify specific publics concerned and affected by highway safety actions; the nature and extent of those actions' impact on each public, and improved ways of communicating with each such p u b l i c . C a m p a i g n s : Considered the effectiveness of past and present highway campaigns; need for improvements and coordination, and priorities for campaign themes and o b j e c t i v e s .36 Communications and Public Support in Highway Safety: A Follow-up Study by Dudley-Anderson-Yutzy The results of this follow-up study could be used in answering some of the questions which Michigan highway traffic safety communicators would ask as they relate both studies to their informational efforts. 36 Pendelton Dudley, George Anderson, and Thomas D. Yutzy (DAY), A Preliminary Assessment of the Highway Safety Communications P r o b l e m : Final Report U.S. Department of Transportation Contract No. FH-11-6874 (New York: Dudley-Anderson-Yutzy, November 1, 1968), Appendix #16, p. 1. 33 Highway traffic safety information communication problems in Michigan are not substantially different from the problems information specialists of other geographic areas face when competing for public service time and/or space from the media. As one of the twenty-six states surveyed this becomes apparent in Michigan when the study reported ; "The organized effort (STATES) never got off the ground sufficiently to have effect in: Michigan: . . , , . . . STATES had not reached a point of credi- bility where their assistance would be sought," 37 Literature of the National Project in Agricultural Communications: 1955 - 191T0 In order that those charged with dissemination of agricultural information would know what the research reported relating to communication channels and/or sources of information the W. K. Kellogg Foundation and cooperating institutions, organizations and indi­ viduals sponsored "NPAC SEARCH." John M. Parsey, research director, in his intro­ ductory remarks to "Where Do They Get Their Information?" wrote as follows: 37 Pendelton Dudley, George Anderson, and Thomas D. Yutzy (DAY), Communications and Public Support in Highway S a f e t y ; Final Report Amended Contract F H - i 1-7069 (Washington, D.C.: DAY, June 15, 1969), pp. 4-5. 34 Research findings should be used as soon as they have been reported. Accurate use depends on sound interpretation. Sound interpretation depends on judgement, on a knowledge of related research find ing, and on a continuing appraisal and integration of new findings. Even the best interpretation reflects, to some extent, the biases and opinions of the interpreter. Nevertheless, such interpre­ tation is often more valuable to the user than a complete technical report of the r e s e a r c h , 38 The Literature of Michigan State U n i v e r s i t y rs Highway Traffic Safety Center Dr. Richard P. DeSantis has been the only researcher to date to complete a study on a subject in the area of this t h e s i s . Six recommendations from his study which are worthy of study by highway traffic safety c o m m u n i ­ cators are: 1. Each finding should be tested and evaluated separately by designing a campaign around it. 2. Other specific communication campaigns, . . . , should be examined for additional generalizations which might conceivably be made and applied to traffic safety, 3. Campaigns from other fields should be examined, 4. There is need for specialized training and preparation of those people who will be involved in the business of constructing and implementing traffic safety communication campaigns. 5. Institutions of higher learning have a responsibility to provide curricula, for students of traffic safety, which would include basic train­ ing in public relations, advertising and communication arts. 38 John M. Parsey, research director, "Where Do They Get Their Information?" SEARCH, I, No. 1 (East Lansing: NPAC, Wells Hall, Michigan State University, June, 1955), 4. 35 6. Those who are now professionally involved in the broad field of traffic safety communications should be urged to evaluate their own level of knowledge in traffic safety as well as communication a r t s .39 Summary The objective of this chapter was to review that literature, published by individuals and organizations, which would be relevant to highway traffic safety infor­ mational services. National leaders realize such shortcomings as: Adequate planning, Accessibility and Technical vocabulary in the present-day highway traffic safety communications programs. Their writings and research indicated they are attempting to improve the use of mass media by highway traffic safety communicators. Many nonprofit organizations, Safety Council in Chicago, Illinois? such as the National the Insurance Insti­ tute for Highway Safety in Washington, D.C. and the Eno Foundation of Saugatuck, Connecticut are very active in highway traffic safety informational services and research. The literature reviewed in this chapter reveals that only four studies have devoted themselves, 39 in their Richard Phillip DeSantis, "A Descriptive Study of Strategies Used in Three Dissimilar Communication C a m ­ paigns for the Purpose of Making Generalized Applications to the Field of Traffic S a f e t y ” (unpublished Ph.D. disser tation, Michigan State University, 1970), pp. 131-32. 36 entirity, to research relating to highway traffic safety communications and/or informational s e r v i c e s . They are as follows: (1) The Arthur D, Little Study, "The State of the Art of Traffic Safety," published by the Automobile Manufacturers Association, (2) The Dudley-Anderson-Yutzy Inc, in 1966; (DAY) Report, "A P r e ­ liminary Assessment of the Highway Safety C o m ­ munications Problem," published by the U.S. Department of Transportation in 1968? (3) The Dudley-Anderson-Yutzy (DAY) Study, "Communi­ cations and Public Support in Highway Safety," published by the U.S. Department of Transportation in 1969; and (4) The doctoral thesis of Dr. Richard P. DeSantis, "A Descriptive Study of Strategies Used in Three Dissimilar Communication Campaigns for the P u r ­ pose of Making Generalized Applications to the Field of Traffic Safety," submitted to Michigan State University's College of Education in 1970. Highway traffic safety communicators depend heavily upon the mass media to submit the safety message to the audience. To fully understand the highway traffic 37 safety communication problem the literature tells us that we must consider four factors: The Sender, The Message, The Media and The Audience. Highway traffic safety informational services, therefore, must be analyzed in many different ways. It is apparent that the cataloging as well as utilization of this specialized literature and/or materials presents an exceedingly complex problem? many and varied approaches. the solution requires It is the sincere as well as firm conviction of this writer that improvements in highway traffic safety communications can only be effected through a planned, coordinated and continuing program of information services to the mass media in the state of Michigan. Chapter III explains the procedures used to c o n ­ duct this study. CHAPTER III PROCEDURES USED IN CONDUCTING THE STUDY The primary objective of this chapter is to p r e ­ sent a comprehensive description of the design of this study as well as the methods used to process the accumu­ lated data. To aid in a discussion of specific steps the writer has developed the following sub-topics for inclu­ sion in the chapter: Geographical Area of Study, Materials Used, Description of Population, Questionnaire Design, Personnel involved in Questionnaire Development, Questionnaire Distribution, Questionnaire Returns and Processing the Data. Geographical Area of Study The study of media personnel's attitudes relating to highway traffic safety informational services and/or communications was confined to the state of Michigan. The eighty-three counties of the state were divided into eight reporting districts; duplicating the Department 38 39 of State Police District boundaries. Figure D.l (Appen­ dix D) graphically delineates the aforementioned counties and district boundaries. Materials Used Three separate questionnaires were developed: one each for newspapers (Appendix B ) , radio stations (Appendix B) and television stations the state of Michigan. questions: (Appendix B) in Each contained sixteen original three and twelve were the only ones not common in wording to the other media. They were designed to secure information peculiar to the specific media as well as their use of materials provided by the communi­ cation office of the Highway Traffic Safety Center. Questionnaires were formulated following recommendations 40 set forth in Borg's "Educational Research," and Payne's "The Art of Asking Questions." 41 A total of four items was used for mailing as well as responding, reporting respondent's answers and tabulation of information relative to opinions concerning highway traffic safety informational services in the state of Michigan, they were: 40 Walter R. Borg, Education Research David McKay Company, Inc., 1954), 41 (New York: Stanley L. Payne, The Art of Asking Questions (New Jersey: Princeton University Press, 1951). 40 (1) Cover Letters (Appendix A); (2) Questionnaires (Appendix B ) ; (3) Envelopes; (4) Tally Sheets (Appendix C) , Description of Population The population of this study included: 326 members of the Michigan Press Association, and 56 daily newspapers, during 1971, stations, 131 AM and 3 9 FM, 42 the entire 270 weekly the 17 0 radio listed in the Radio-Section— Michigan of the 1971 Broadcasting Yearbook? and the 25 television stations listed in the Television Section-Michigan of the 1971 Broadcasting Yearbook. by districts, 43 Listings of those included in the study, will be found in Appendix D. Questionnaire Design The mail questionnaire method was selected for this study because it allowed for a complete coverage of the media population. This would have been impossible if the interview method had been used. 42 Elmer E. White, executive secretary, Michigan Newspaper Directory & Rate Book 1971 (East Lansing: Michigan Press Association, 1971), pp. 7-38. 43 Sol Taishoff, e d ., Broadcast Yearbook 1971 (Washington, D.C.: Broadcasting Publications, I n c ., 1971), pp. A-3 0 - 1 ; B - 1 0 1 - 8 . 41 It was determined that the study would consist of an analysis of survey data# experimental approach. rather than follow an This decision necessitated that data be gathered from each of the media, newspapers, radio and television stations, in the state of Michigan. Self-administered questionnaires were used to obtain the data. Other factors making it impractical to conduct personal interviews were: 1. The population was under stringent time scheduling commitments. 2. Geographically, the entire state was included in the study. 3. Trained highway traffic safety information inter­ viewers were not available. (Market research firms have trained interviewers but they are c os t l y . ) The cover letter was an attempt to spell out the objective of the study questionnaires. Personalized inside addressing and salutations were used in hopes of increasing attention given by addressees. The questionnaires sought five types of infor­ mation : 1. The opinion of media representatives as to the acceptability of highway traffic safety 42 information received from Michigan sources (compiled from their answers to questions one, two and t w e l v e ) . 2. The opinion of media representatives relating to priorities for selection and use of highway traffic safety information was embodied in their answers to questions three, 3. four, five and eleven. The priority attributed to the purposes of information received by media representatives who exercised the editorial judgment which ultimately determined the use of highway traffic safety information found in their answers to questions six, seven, eight, nine and ten, 4. The acquisition as well as use of highway traffic safety information or materials from Michigan State University Highway Traffic Safety Center as collected from media representatives' questions one 5. answers to "D," two, twelve and thirteen. The attitude of media representatives toward participation in an in-service workshop for highway traffic communicators was reflected in their answers to questions fourteen, and sixteen. fifteen 43 Personnel Involved, in Questionnaire Development Evaluative and critical comments were invited from ten consultants during the development of the questionnaires. Five were representatives of the media to be surveyed and five were communicators employed at Michigan State University, Media personnel and their affiliation were: Mr. Tom Bradford, news director, of WOOD-WOOD-FM; 44 45 Mr. Richard E s t e l l , manager, of W K A R - WKAR-FM; Mr, Howard Lancour, news director, WJIM-TV; 46 Mrs, Ellen Louhi, editor, of the East Lansing Towne Courier 47 and Mr. John Ward, news editor, of The State Journal in 48 Lansing. 44 Tom Bradford, news director, WOO D - W O O D - F M , Grand Rapids, Michigan, Personal Interview, 3:30 P.M., August 19, 1971. 45 Richard Estell, manager, W K A R - WKAR-FM, Michigan State University, East Lansing, Michigan, Personal Inter­ view, 11:00 A.M., July 27, 1971. 46 Howard Lancour, news director, WJIM-TV, Lansing, Michigan, Personal Interview, 10:15 A.M., July 28, 1971. 47 Ellen Louhi, Mrs., e d ,, East Lansing Towne Courier, Meridian Towne Courier and the Williamston Okemos"Enterprise, Personal Interview, 10:00 A.M., August 6, 1971. 48 John Ward, news editor, The State J o u r n a l , Lansing, Michigan, Personal Interview, 9:25 A.M. ~i~ July 27, 1971. Questionnaire Distribution The first step in gathering information was taken when the questionnaires were mailed to media representa­ tives on August 17 - 19, 1971, Follow-up questionnaires were mailed on October 8 - 15, 1971. Questionnaire Returns Figure D.2 (Appendix D) shows the location of the 56 daily and 27 0 weekly Michigan newspapers included in this study. Twenty-two responses were received from the 56 questionnaires mailed to representatives of the daily press; a 3 9.29 per cent return. Eighty-five responses from 27 0 questionnaires mailed to the representatives of the weekly press resulted in a 31,48 per cent return. A total of 107 of the 326 press responded; an overall return of representatives 3 2.82 per cent. The lowest return from any of the media. Figure D.3 39 FM (Appendix D) shows the location of the (Frequency Modulation) and 131 AM (Amplitude M o d u ­ lation) Michigan radio stations included in this study. Fifteen responses from the 3 9 questionnaires mailed to representatives of the FM Radio stations resulted in a return of 38.4 6 per cent. Eighty-eight responses from the 131 questionnaires mailed to representatives of AM radio stations resulted in a return of 67,18 per cent. A total of 103 of the 17 0 radio representatives responded an overall return of 60.59 per cent. 45 Figure D.4 (Appendix D) shows the location of the 25 Michigan television stations included in this study. A total of 25 responses from the 25 questionnaires mailed to the representatives of those television stations resulted in a 100.00 per cent return. The highest return from the media included in this study. Replies were received from 23 5 of Michigan's 521 representatives of press, radio and television stations who were mailed copies of the study questionnaire; an overall return of 4 5.11 per cent. Table 3,1 presents the number of mailed and returned questionnaires, by districts, from daily and weekly newspapers as well as district and total p e r ­ centages. This table shows that 22 responses were received from the 56 questionnaires mailed to the repre­ sentatives of the daily press; a 39.29 per cent return. Eighty-five responses from 270 questionnaires mailed to the representatives of the weekly press; cent return, a 31.48 per A total of 107 returns from the 326 press questionnaires, an overall return of 32,8 2 per cent. The lowest return from any of the media. Table 3.2 presents the number of mailed and returned questionnaires, by districts, from FM and AM radio stations as well as districts and total percentages. Data in the table indicate that 15 responses were received from the 3 9 questionnaires mailed to the TABLE 3.1, — ^-Newspaper questionnaire distribution, return and percentage by districts Per Cent Daily District Mailed Returned Per Cent Weekly Mailed Returned Total Per Cent Mailed Returned #1 5 3 60.0 30 12 40.0 35 15 42.9 #2 11 5 45.5 64 23 35.9 75 28 37.3 #3 5 1 20.0 53 15 28.3 58 16 27.6 #4 7 2 28.6 27 3 34 5 14.7 #5 8 5 62.5 14 5 35.7 22 10 45.5 #6 6 2 33.3 46 13 28.3 52 15 28.9 #7 7 3 42.9 23 10 43.5 30 13 43.3 #8 7 1 14 .3 13 4 30.8 20 5 25.0 Total 56 22 39,3 270 85 31.5 326 107 32.8 1. 3L Actual computed value rounded to the nearest tenth. TABLE 3 .2, ^ R a d i o questionnaire distribution, return and percentage by districts FM District Mailed Per Cent Returned AM Per Cent Mailed Returned Per Cent Mailed Returned #1 1 0 00.0 12 10 83.3 13 10 76.9 #2 19 7 36.8 20 12 60.0 39 19 48.7 #3 5 1 20.0 20 13 65.0 25 14 56.0 #4 3 2 66.6 14 10 71.4 17 12 70.6 #5 1 0 00.0 14 9 64.3 15 9 60.0 #6 6 3 50.0 20 14 70.0 26 17 65.4 #7 2 0 00.0 14 12 85.7 16 12 75.0 #8 2 2 100.0 17 8 47.1 19 10 52.6 Total 39 15 38.5 131 88 67.2 170 103 60.6 Actual computed value rounded to the nearest tenth. 48 representatives of FM stations; a 38.4 6 per cent return. Eighty-eight responses from the 131 questionnaires mailed to AM stations; a 67.18 per cent return. A total of 103 returns from the 17 0 radio questionnaires for an overall return of 60.59 per cent. Table 3.3 presents the number of mailed and returned questionnaires, by districts, from television stations as well as districts and total percentages. Indicated in the table are twenty-five responses from the twenty-five questionnaires mailed to the representa­ tives of television stations; an overall return of 100.00 per cent. TABLE 3.3.--Television questionnaire distribution, and percentage by districts District #1 #2 #3 #4 #5 #6 #7 #8 Total Mailed Returned return Per Centa 3 7 4 1 1 3 3 3 3 7 4 1 1 3 3 3 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 25 25 100.00 £ Actual computed value rounded to the nearest hundredth. 49 Processing the Data The information gathered from the questionnaires was hand tabulated to obtain frequency counts and p e r ­ centages for each set of responses. This method was determined to be more economical and feasible due to the time allowance and the size of the questionnaire. Because questions three and twelve were specifi­ cally designed to ascertain information relating to the media's (newspaper, radio or television) specific use of highway traffic safety informational materials and services the tabulation of attitudinal views, profes­ sional as well as personal, resulted in recording the data in three different media groups. Similarly, basic differences in the media required that certain data be separated into these groups for purposes of analysis. The sixteen questions of the study focused on five major types of information about the media repre­ sentative's beliefs about highway traffic safety infor­ mation and services. is also reported. Consistency, within a given medium, The five types of information, as well as the question numbers which supplied the data, are as follows: (1) Sources— Questions one, two and twelve; (2) Priorities— Questions three, eleven; four, five and 50 (3) Purposes— Questions six, seven, eight, nine and ten; (4) Utilization of HTSC Materials--Questions one "D," two, twelve and thirteen and (5) In"service Workshop— Questions fourteen, fifteen and s i x t e e n . Percentages of the media representatives respond­ ing to each question for each of the media were developed. In addition percentage comparisons related to the five types of informational data resulting from the answers to the sixteen questions were prepared. Summary In this chapter the procedures used in conducting the study were presented. Sub-topics included were: Geographical Area of Study, Personnel Involved in Questionnaire Development, Materials Used, Description of Population, Questionnaire Design, Questionnaire Dis­ tribution, Questionnaire Returns and Processing the Data. How informational services to the media have been received was the purpose of the study questionnaires. To that end 326 newspapers, 17 0 radio and 25 television stations of the state of Michigan publishing and/or broadcasting during 1971, represented by their editor or station manager, were included in this study. Chapter IV presents the analysis and findings of this study. CHAPTER IV ANALYSIS OF DATA This study was designed to obtain personal views reflecting the reaction of media representatives to hig h ­ way traffic safety informational materials and/or services made available to and received by them. Chapter III provided the specific steps and methodology of the study. This chapter will give the reader a descriptive analysis of the data provided by the representatives of Michigan's newspapers, radio and television stations. The data were tabulated and where possible percentages were computed to descriptively illustrate the findings. The results of this tabulation have been divided into five types of information about media representatives' beliefs relating to highway traffic safety information and/or services. These types, and the thesis questions which provided the information, are: (1) Sources--Questions number one, two and twelve; (2) Priorities--Questions number three, and eleven; 51 four, five 52 (31 Purposes— Questions number six, seven, eight, nine and ten; (4) Utilization of HTSC Mater i a l s — Questions number one D, two, twelve and thirteen and (5) In-service Workshop— Questions number fourteen, fifteen and sixteen. Questionnaire Mailings and Return Information concerning the media representatives' opinions were secured by mailing questionnaires to the population of the study (Appendix B) . Table 4.1 presents the number of mailed and returned questionnaires, by media, from newspapers, radio and television stations as well as total percentages. A total of 235 questionnaires were returned from the 521 mailed; an overall return of 4 5.1 per cent for the study. TABLE 4.1.— Questionnaire distribution, return and p e r ­ centage by media Per Cent3 Media Mailed Returned Newspapers, daily Newspaper s , weekly 56 27 0 22 85 39.2 31.4 326 107 32.8 39 131 15 88 38 .4 67 .1 170 103 60.5 25 25 100. 0 521 235 45.1 Rad i o , FM Radio, AM Television a Actual computed value to the nearest tenth. 53 The complete tabulation for each of the media (newspapers, radio and television) will be found in Appendix D . The tabulation of answers to questionnaires are in the sections of this chapter which follow. Resulrts of the Newspaper Questionnaire Upon receipt of completed questionnaires the news­ paper data were hand recorded and tabul a t e d ♦ The results of the tabulation were then organized for presentation as follows; (1) Sources, (21 Priorities, (3) Purposes, (4) Use of HTSC Materials and (5) In-Service Workshops. Appendix G contains the listing, by districts, of the newspaper as well as the individual and address to which the questionnaire was mailed; a total of 3 26 daily and weekly publications. Coded comments, by these press opinion leaders, are germane to the reader's understanding of what these press representatives implied through their answers to the questions of this study; therefore, each comment is to be found in the appropriate section of Appendix E. These comments and question answers combine to give the 54 reader an insight into the problems highway traffic safety communicators face as they accept their role as informational change agents. Sources Questions number one, two and twelve were included in this study to discover the media representative's rating of the usefulness of highway traffic safety infor­ mation or materials which they received from the sources listed in the questionnaire. Of the press representatives who responded to Question number one A, 97.1 per cent found the materials which they received from private organizations such as the Safety Councils, A.A.A. or insurance companies to be Useful. Specifically, 16.3 per cent rated such contri­ butions as Very Useful, 48.1 per cent said Useful, 32.6 per cent said Somewhat Useful and 2.9 per cent stated that such contributions were Not at all useful. The press also reported, in answer to Question number one B, that 99.0 per cent of the information which they received from police, hospitals and other sources about highway incidents, deaths, perty damage, etc. was Useful, injuries, p r o ­ Specifically, cent rated these contributions as Very Useful, 55.9 per 32,4 per cent rated such sources as Useful and 10,8 per cent said Somewhat Useful. Less than 1 per cent (0.9) stated that such contributions were Not at all useful. 55 In response to Question number one C, cent of the press rated federal, 97.0 per state and local go v e r n ­ ments as useful sources of information relating to research, standards and other programs. Specifically, 17.8 per cent said such information was Very Useful, 3 9.6 per cent said Useful while the same percentage 3 9.6 said Somewhat Useful. Only 3.0 per cent rated these sources of information and their materials as Not at all us e f u l . Answers to Question number one D revealed that 91.4 per cent of the press rated the materials and infor­ mation provided by Michigan State University's Highway Traffic Safety Center (HTSC) as Useful. Specifically, 18.3 per cent rated the contributions of the HTSC as Very Useful, 32.3 per cent said they were Useful and 40.9 per cent reported them to be Somewhat Useful. The remaining 8.6 per cent commented that they were Not at all useful. Table 4.2 presents the percentage of respondents rating the usefulness of materials received from the sources listed in study Questionnaire number one; parts A, B, C and D, Of particular interest is the fact that 38 of the 107 press respondents to Question number one also took the time to make a written comment following their evalu­ ation of the highway traffic safety informational sources 56 TABLE 4.2.— Rating of the usefulness of highway traffic safety materials received by newspaper respondents answe r ­ ing question number one Source Very Useful Use­ ful Somewhat Useful % % % Not At All Useful Total Useful' % % Private Organi­ zations 16.4 48 .1 32.7 2.9 97 .1 Police, hospi­ tals 55.9 32 .4 10.8 0.9 99 .0 Federal, state and local governments 17 .8 39,6 39,6 3.0 97 .0 Highway Traffic Safety Center MSU 18 .3 32.3 40.9 8.6 91.4 aActual computed value to the nearest tenth. and/or materials. The comments are available for perusal in Appendix E, part 1. It is important to note that these comments indicate that the traffic safety communi­ cator must localize, eliminate commercialism, make the point of the message clear, limit space and time required for printing if highway traffic safety messages are to be published by their newspapers. American Automobile Association reports were named by seventy-four papers as good source, one frequently used. Of the press representatives who responded by selecting a number one source in answering Question number two, 39.4 per cent selected their local police, 23.4 per 57 cent named the A , A . A . , 13,8 per cent supported the Michigan Department of State Police, the Wire Services, 6,4 per cent listed 5,3 per cent named both the Highway Traffic Safety Center and the National Safety Council, 3.2 per cent selected Traffic Safety for Michigan and 1,1 per cent named Michigan Women for Highway Safety, The remaining 2,1 per cent suggested a source not listed for ranking by Question number t w o . Table 4.3 presents the number of first through seventh place rankings given to the fourteen organizations listed in this study as supplying press of the state of Michigan with highway traffic safety information. Once again a number of respondents took the time to add their written comments after they had ranked, in order, those sources which they considered to be first, second or third; from a suggested listing of fourteen Michigan organizations providing highway traffic safety information. The comments are available to the reader in Appendix E, part 2. It is important to note, once again, insofar as the press respondents have concerned themselves in their comments to Question number two that they felt local application of highway traffic safety information and materials is a definite and needed action for the high­ way traffic safety communicators of this state to initiate. 58 TABLE 4.3.--Rank order of Michigan public and private organizations who provide the most useful highway traffic safety communications— newspapers Rank organization 1 2 3 4 5 6 7 % = Num­ ber O n e 3 22 28 20 5 1 0 0 23 .4 Highway Traffic Safety Center, MSU 5 11 10 2 1 0 0 5.3 Insurance Industry 0 1 7 3 1 2 0 0.0 37 15 7 5 0 0 0 39.4 Michigan Driver E d u ­ cation Assoc. 0 0 0 0 0 0 0 0.0 Michigan Good Roads Federation 0 1 1 0 0 1 0 0.0 Michigan Office of Highway Safety Planning 0 0 2 1 1 0 0 0.0 13 21 19 2 3 1 0 13.8 Michigan Women for Highway Safety 1 1 2 0 1 0 0 1. Michigan Traffic Improve­ ment A s s o c . 0 2 0 2 0 0 0 0.0 National Safety Council 5 7 14 4 2 0 1 5.3 Traffic Safety for Michigan 3 4 0 3 1 0 0 3.2 Wire Services (A,P., U , P ,I ., e t c .} 6 4 6 0 0 0 0 6.4 Others 2 1 0 0 0 0 0 2 .1 None 0 0 0 0 0 0 0 0.0 A .A •A . Local Police Michigan Department of State Police aActual computed value to the nearest tenth. 59 Of the eighty-five press representatives who responded to Question number twelve A, 71.77 per cent reported that they received the News Fillers distributed by the Highway Traffic Safety Center's Communication Office. In answer to Question number twelve B, about one-third (31.65%) stated that they had received the Snowmobile Study Editorial Materials. The notice of a Regional Meeting of Michigan Women for Highway Safety was received by 4 0.07 per cent of those reporting; answer to Question number twelve C. in Only 31.58 per cent reported that they had received notices of the Breathalyzer Recertification Press Conference; number twelve D. in answer to Question (It should be noted that the notices just mentioned were sent only to the media located in the district within which the meeting and/or program was being h e l d , ) Table 4.4 presents the number as well as p e r ­ centages of newspaper respondents stating that they had received the press releases mentioned in the preceding paragraph from the Highway Traffic Safety Center's Com­ munication Office. Priorities Questions number three, four, five and eleven were included in the study to develop a list of p r e ­ ferences which newspaper representatives gave for selecting highway traffic safety materials for publication. 60 TABLE 4.4.- - H T S C 1s communication office press releases received by newspaper respondents — — — ^ i _ . . j- News Fillers % # -- Snowmobile Study # Michigan Women for Highway Safety % # Breathalyzer Recertif ication % # % Yes 61 71.8 25 31.7 33 40.7 24 31.6 No 24 28 .2 54 68.3 48 59.3 52 68 .4 Table 4.5 presents the number of first through sixth place rankings given to the six editorial subjects suggested by this study; in Question number three. Of the press representatives who responded to Question number three, 50.62 per cent gave the highest editorial priority to Driver Practices; from a list of six factors which contribute to highway traffic safety. Table 4.6 presents the number of first through sixth place rankings given to the six subjects listed as topics for news coverage in Question number three. As their priority for news coverage about onethird (32.2%) selected Driver Practices as the factor which received publication space from a list of six suggested by this study; about one-quarter (26.7%) selected Highway Conditions. Table 4.7 presents the number of first through sixth place rankings given to the six subjects listed as sources of filler materials in Question number three. 61 TABLE 4.5,— Rank order of editorial subject m a t t e r — nev.'spapers Rank Subject Matter 1 2 3 4 5 6 % = Num­ ber On e a 41 7 4 4 11 0 50.6 Highway Conditions 6 23 20 7 3 1 7.4 Research 4 3 2 13 18 7 4.9 Traffic Laws 11 21 12 17 4 0 13.6 Traffic Legislation 15 7 18 6 8 1 18.5 Vehicle Condition 2 5 6 10 3 2 2.5 Others 2 1 0 0 0 0 2.5 Driver Practices aActual computed value rounded to the nearest tenth TABLE 4.6.— Rank order of news subj ect matter — ]n ewspapers Rank Subject Matter 1 2 3 4 5 6 % = Num­ ber Onea Driver Practices 29 14 8 5 4 0 32 .2 Highway Conditions 24 11 24 5 1 2 26.7 7 3 2 7 26 4 7 .8 18 28 13 3 2 0 20.0 Traffic Legislation 6 8 14 7 8 1 6.7 Vehicle Condition 2 6 2 25 13 2 2 .2 Others 4 1 1 0 0 0 4 .4 Research Traffic Laws Actual computed value rounded to the nearest tenth. 62 TABLE 4.7.— Rank order of filler material subjects— new s ­ papers Rank Subject Matter 1 2 3 4 5 6 % = Num­ ber On e a 34 2 4 3 3 0 65.4 Highway Conditions 2 13 13 5 4 0 3 .9 Research 6 10 3 1 14 5 11.5 Traffic Laws 5 8 6 3 9 0 9.7 Traffic Legislation 3 2 5 11 10 0 5.8 Vehicle Condition 2 3 13 9 7 2 3 .9 Others 0 0 0 0 2 0 0.0 Driver Practices Actual computed value rounded to the nearest tenth. Of the press representatives who responded to the selection of subjects for filler materials, two-thirds (65.4%) selected Driver Practices as the most important of the six subjects presented for consideration. Continued evidence that Michigan's press is r e c o g ­ nizing the importance of editorial, news and filler u t i l i ­ zation of highway traffic safety information is contained in the comments made in answer to Question number three. The reader will find these comments in Appendix E, part 3. Question number four called for the press r e p r e ­ sentatives responding to estimate the number of column 63 inches of space scheduled for editorials, news and/or fillers per issue relating to local, state and national highway traffic safety information. Table 4.8 presents the newspaper respondents* estimate of the number of column inches of space their publication schedules, per edition, for highway traffic safety information. TABLE 4.8.— Column inch allocation for highway traffic safety information, estimate per edition, by number and percentage of respondents— newspapers Column Inches 20 15 5 10 4 3 2 1 0 Number 19 16 19 21 3 4 5 1 3 Percentage 20.9 17.6 20.9 23,1 3,3 4.4 5.5 1,1 3 .3a Actual computed value rounded to the nearest tenth. Of the press representatives responding 20,9 per cent estimated that a total of twenty column inches was allocated by their paper, per edition, traffic safety information. centages were: Other estimates and p e r ­ Fifteen column inches, Ten column inches, for highway 20.9 per cent; 23.1 per cent; Four column inches, 17.6 per cent; Five column inches, 3.3 per cent; Three 64 column inches, 4.04 per cent? Two column inches, 5.5 per cent? One column inch, 1.10 per cent and NO space allo­ cation by 3.3 per cent. Question number five called for the press repre­ sentatives to rate their first consideration as to whether highway traffic safety information was to be scheduled for publication. Table 4.9 presents the number of first through fifth place rankings given to the five factors provided by the study governing the selection of highway traffic safety information for publication. The percentage of first choice is also given. TABLE 4.9.--Rank order of factors for consideration of highway traffic safety information for publication— n e w s ­ papers Rank Factors 1 2 3 4 5 % = Num­ ber Onea 19 27 13 1 0 23.2 4 17 18 8 0 4.9 56 13 3 1 0 68 .3 Preparation Style 1 5 13 14 0 1.2 No Opinion 0 0 2 0 2 0.0 Others 2 0 0 0 0 2.4 Available Materials Communicator Credibility Interest to Reader aActual computed value rounded to the nearest tenth. 65 In response 68.3 per cent of the press represen­ tatives rated Interest to Reader as their first consid­ eration as to whether highway traffic safety information was to be scheduled for publication. Availability of Material was stated by 23.2 per cent, Communicator C r e ­ dibility was selected by 4.9 per cent, Other areas of information was suggested by 2.4 per cent and 1,2 per cent gave Preparation Style as their first consideration for publication in the newspapers which they rep r e s e n t e d . Personal comments which were added to Question number five will be found in Appendix E, part 4. Question number eleven requested the respondent to indicate the appeals which his publication directed to the driver and/or weekend reader. Table 4.10 presents the number, percentage and rank order of appeals, listed in Question number eleven, directed to the driver and/or weekend reader. Of those press representatives that made selections 31.4 per cent chose Alcohol/drugs and driving. Other choices and percentages were: and/or vacation trips, traffic warnings, cent; 2 6.2 per cent; Official highway 25.1 per cent; "Scoreboard" appeal, 3.2 per cent; Scenic "Scare" appeals, 7.9 per 3.7 per cent; Other appeals, No special appeals, 2,1 per cent and Michigan's Point System by less than 1 per cent (0.52%). 66 TABLE 4.10.--Newspaper appeals directed to the driver and/or weekend reader Number %a Alcohol/drugs and driving 60 31.4 1 Official highway traffic warnings 48 25.1 3 1 0.5 8 "Scare" 15 7.9 4 Scenic and/or vacation trips 50 26.2 2 "Scoreboard" 7 3 .7 5 None 4 2.1 7 Other 6 3.2 6 Appeal Point system Rank Actual computed value rounded to the nearest hundredth. Written comments, added to Question number eleven, from the newspaper representatives are found in Appendix E, part 5. Purposes Questions number six, seven, eight, nine and ten were included in the study to give media representatives an opportunity to express their opinions relating to the aspects of a highway traffic safety communication which make them acceptable for publication. Michigan's press representatives accepted nominal use of the "Scare" approach to highway traffic safety 67 information as evidenced by the percentage ratings of their answers as well as written comments to Question number s i x , Table 4.11 presents the number, percentage and rank order given to the "Scare" appeal technique by the newspaper respondents to this study. TABLE 4.11.— Newspaper respondents evaluate "scare" approach to highway traffic safety Value Rank Number %a Very Good 17 16.2 4 Good 32 30.5 2 Fair 33 31.4 1 Poor 19 18 .1 3 4 3.8 5 Unacceptable aActual computed value rounded to the nearest tenth. Of those press representatives responding 16.2 per cent rated the technique as Very Good, marked Good, 30.5 per eenL 31.4 per cent selected Fair and 18.1 per cent said the approach was Poor. Only 3.8 per cent were opposed to the technique and rated it Unacceptable, Interesting comments added to some of the answers to Question number six will be found in Appendix E, part 6. The newspaper respondents did not call for the wholesale abandonment of threat appeals. What they advised was 68 to get rid of the irresponsible use of "Scare" techniques by well-meaning highway traffic safety communicators. Question number seven requested the newspaper respondent to indicate those aspects of highway traffic safety they believed to be the most neglected by those who prepare the releases in two categories: A. General news coverage and B. Public education and promotion. Table 4.12 presents the number, percentage and rank order of those aspects of highway safety most neglected by those who prepare the releases. TABLE 4.12.--Aspects of highway traffic safety believed to be most neglected in releases received by newspaper respondents Aspect Number A. tenth. 60 24 30 25 2 4 2.6 17.0 21.3 17.7 1.4 1 4 2 3 5 Public Education and Promotion Highway conditions Legislative action Point system Techniques of communication Vehicle inspection Other 3 Rank General News Coverage Causes of accidents Needed legislation News of enforcement Status of legislation Other B. %a 36 17 24 18 25 2 22.5 13,9 19.7 14.8 20.5 1.6 Actual computed value rounded to the nearest 1 5 3 4 2 6 69 Answers to Question number seven A revealed that 42.3 per cent of the press who responded regarded Causes of Accidents as that aspect of highway traffic safety which was most neglected in the area of General News coverage by those who prepare the releases. News of Enforcement received 21.4 per cent, In addition: Status of Legislation was listed by 17.8 per cent, Needed L e g i s ­ lation received 17.0 per cent, Other aspects were listed by 1.4 per cent as their selection of the most neglected areas of general coverage of highway traffic safety. Answers to Question number seven B revealed that 29.5 per cent of the press responding regarded Highway Conditions as the aspect of highway traffic safety Public Education and Promotion which was most neglected by those who prepared the releases. Vehicle Inspection received 20.5 per cent, Point System gained 19.7 per cent, Tech­ niques of Communication received 14.8 per cent and Legislative Action garnered 13.9 per cent of the responses which selected a neglected aspect of preparation. Other neglects were listed by 1.6 per cent. Additional comments included in some answers to Question number seven are found in Appendix E, part 7. Of the press representatives responding to the questionnaire 4 7.7 per cent took the time to answer Question number eight? an open-ended message to highway traffic safety communicators. These informative answers, 70 included in Appendix E, part 8, urged highway traffic safety communicators to localize current statistics and conditions. Question number nine elicited responses from 67.3 per cent of the press representatives who returned the study questionnaire. It was an open-ended opportunity for the press respondents to state what they believed the purpose of highway traffic safety promotion should be. Those members of the press who took the time to write an answer provided the reader with the admonition to assist in incident prevention. Their answers are presented ^n Appendix E, part 9. Sixty-four and five-tenths per cent (64.5%) of the press representatives who returned the study question­ naires responded to Question number ten; an open-ended attempt to ascertain the first things which they look for in a highway traffic safety communication when selecting information for publication. A majority of respondents stated that they were interested in localization. Their complete comments are included in Appendix H, part 10. Use of HTSC Materials Questions number one D, two, twelve and thirteen were included in the study to ascertain media represen­ tatives 1 awareness as well as use of the Highway Traffic 71 Safety Center Communication Office's materials which were available, on a limited basis, prior to the distribution of the questionnaire. Table 4,13 presents the newspaper respondents* opinions as to the usefulness of highway traffic safety information and/or materials distributed by the H T S C *s communication office. TABLE 4.13.— Newspaper respondents evaluate usefulness of information and/or materials provided by HTSC's communi­ cation office Usefulness Number %a Very useful 17 18 .3 3 Useful 30 32.3 2 Somewhat useful 38 40.9 1 8 8.6 4 Not at all useful Rank aActual computed value rounded to the nearest tenth. Given four choices, in Question number one D, of the usefulness of the Highway Traffic Safety Center c o m ­ munication office's contributions in the promotion of traffic safety, 18.3 per cent of the respondents rated the information and/or materials received as Very Useful, 32.3 per cent evaluated the materials as Useful, 4 0.9 per cent selected Somewhat Useful as their choice and 8.6 per cent checked that such contributions were Not at all useful. 72 Comments specifically addressing themselves to Question number one D were offered by twelve of the press representatives who returned the study questionnaire. These comments will be found in Appendix E, part 11. In Question number two the press respondents were asked to rank in order, zations, their first, from a list of fifteen org a n i ­ second and third place choices for sources of the most useful highway traffic safety communi­ cations. Table 4.3 on page 58 shows that as a number one source the HTSC communication office received 5.3 per cent of the first place selections. In Question number twelve press representatives were asked if their publication had received, HT S C 1s communication office, from the any of the four releases distributed on a limited basis during the time of this study. Table 4.4 on page 60 shows that, as previously reported, the materials and percentages receiving them were as follows: News Fillers, 71.8 per cent; Michigan Women for Highway Safety meetings, mobile Study editorial materials, 40.7 per cent; Snow­ 31.7 per cent and releases relating to the Breathalyzer Recertification Press Conference and Luncheon were received by 31.6 per cent of those responding to the study questionnaire. In Question number thirteen press representatives were asked if their publication had sent a representative to the Breathalyzer Recertification Press Conference and 73 Luncheon. They responded as follows: No, 66.7 per cent and Not Notified, Yes, 4.0 per cent; 29.3 per cent. (The reader is reminded that invitations are sent only to the media published in the district in which the program is being conducted.) The comments made by seven newspaper representa­ tives are included in Appendix E part 12. In-Service Workshop Questions number fourteen, fifteen and sixteen were included in the study to develop an understanding of the attitudes of press representatives towards improved highway traffic safety communications and to ascertain the need for greater two-way communication between high­ way traffic safety communicators and the press by suggest­ ing participation in a state and/or district workshop. Eight original and separate In-Service Workshop topics were suggested; press representatives were then asked if they would participate. Finally, the respondent was requested to rank proposed safety communications ob j e c ­ tives in case such a workshop was held. Table 4.14 presents the number of first through ninth place rankings given to the nine topics recommended for an In-Service Workshop for the improvement of highway traffic safety communications originated by highway traffic p ersonnel. 74 TABLE 4,14.---Rank order of topics recommended for an inservice workshop for highway traffic safety communications preparation personnel--newspapers Rank Topic 1 2 3 4 5 6 7 8 9 % Num­ ber Onea Measure of Success: Self-Criticism 3 2 9 0 9 1 1 2 0 4.5 Competition for Public Service Space 3 5 9 3 1 7 1 1 1 4 .5 23 8 11 5 1 1 0 0 0 34 .3 Organizing a P u b ­ lic Service Schedule 2 4 3 16 2 1 0 0 0 2.9 Press-Highway Traffic Safety Jargon 0 2 5 2 1 2 9 0 0 0.0 Role and Responsi­ bility of C o m m u n i ­ cation Preparation Personnel 9 3 5 1 11 2 0 0 0 13 .4 What Is News? 23 23 6 1 1 0 3 0 0 34.3 Writing Style 1 9 3 5 1 0 0 11 0 1.5 Others 3 1 1 0 0 0 0 0 0 4.5 Functions of the Local Press Actual computed value rounded to the nearest tenth. 75 The in order ranking of the topics included in Question number fourteen resulted in a tie for first choice; 34.3 per cent of the press representatives said that "Functions of the Local Press" and "What Is News?" were their recommendations as preferential topics for discussion. "The Role and Responsibility of Communication Preparation Personnel" was recommended by 13.4 per cent of the respondents to this question, Success; Self Criticism," "A Measure of "Competition for Public Ser­ vice Space" and "Others" each received 4.5 per cent of the first choice responses. "Organizing a Public Service Schedule" was the first choice of 2,9 per cent of those responding. "Writing Style" was the recommendation of 1.5 per cent of the press representatives. "Press— Highway Traffic Safety Jargon" did not receive any first choice selections. Appendix E, part 13, contains the newspaper respondents1 suggestions if they could change the topics, by adding Others, in commenting on Question number fourteen. Table 4.15 presents the number and percentage of newspaper respondents who answered Question number fifteen, "Would you participate in a statewide and/or district workshop?" 76 TABLE 4,15,— Newspaper respondents answer question relating to workshop participation Number %a Yes 19 20.4 No 24 25.8 Undecided 50 53 .8 Answer a Actual computed value rounded to the nearest tenth. In their answer to Question number fifteen, n i n e ­ teen of the ninety-three newspaper respondents said Yes; twenty-four (25.8%) (20,4%) said No; and fifty (53.8%) recorded that they were Undecided as to whether they would attend a workshop. Comments written by the newspaper respondents to Question number fifteen will be found in Appendix E, part 14. Asked in Question number sixteen to rank three safety communication objectives and/or suggest Others for the workshop, newspaper representatives gave a d e f i ­ nite majority to their choice. Table 4.16 presents the number of first through fourth place rankings given to the three objectives recommended for an in-service workshop for the improve­ ment of highway traffic safety communications originated 77 by highway traffic personnel, sixteen. in answering Question number The percentage of first choice is also given. TABLE 4 . 1 6.--Rank order of highway traffic safety commun i ­ cation workshop objectives— newspapers =.i I,. ..i u igjf'ii i Rank Objectives To Develop Public Awareness as well as Willingness to support Highway Traffic Safety (financially) To Improve the Public Image of Highway Traffic Safety A d m i n ­ istrators and/or Communi­ cators To Keep the Public Informed C o n ­ cerning Purposes, Accomplish­ ments and Needs of Highway Traffic Safety Others 1 2 3 4 % Num­ ber One3 28 27 7 1 34 .2 3 11 34 0 3.7 51 20 6 0 62.2 0 2 1 0 0.0 aActual computed value rounded to the nearest tenth. "To Keep the Public Informed Concerning Purposes, Accomplishments and Needs of Highway Traffic Safety" was the objective which was selected as first choice by 62.0 per cent of those making a selection. "To Develop Public Awareness as well as Willingness to Support High­ way Traffic Safety (financially)" was their second choice; receiving 34.2 per cent of the first place rankings. far distant third choice was the objective "To Improve A 78 the Public Image of Highway Traffic Safety Administrators and/or Communicators" receiving only 3,7 per cent of the first choices recorded. Written comments were not offered by the news­ paper representatives who answered Question number sixteen. Results of the Radio Questionnaire Upon receipt of completed questionnaires the radio data were hand recorded and t a b u l a t e d , The results of the tabulation were then organized for presentation as follows: (1) Sources, C2) Priorities, (3) Purposes, (4) Use of HTSC Materials and (5) In-Service Workshop. Appendix D contains the listing, by districts, of the radio stations of Michigan included in the study as well as the individual and address to which the questionnaire was mailed? a total of 17 0 AM and FM broadcasters. Coded comments by these radio opinion leaders are germane to the reader's decoding what these r e p r e ­ sentatives of radio stations implied through their answers to the questions of this study; therefore, each comment is to be found in the appropriate section of 79 Appendix E. These comments combined with question answers will give the reader an insight into the problems highway traffic safety communicators face as they accept their role as informational change agents. Sources Questions number one, two and twelve were included in this study to discover the media representative's rating of the usefulness of highway traffic safety information or materials which they received from the sources listed in the questionnaire. Table 4.17 presents the percentage of radio respondents rating the usefulness of materials received from the sources listed in study Question number one; parts A, B, C and D. TABLE 4.17.— Rating of the usefulness of highway traffic safety materials received by radio respondents answering question number one Source Very Useful Useful Somewhat Useful Not At All Useful % Total Useful3 % % % Private O rgani­ zations 41.00 38 .00 18 .00 3 .00 97 .0 Police, h o s­ pitals 57 .73 19.59 19.59 3.09 96.9 Federal, state and local governments 14 .29 39.80 38 .78 7 .13 92.9 Highway Traffic Safety C e n t e r — MSU 13 .16 42.11 32.90 11.83 88 .2 Actual computed value to the nearest tenth. % 80 Of the representatives reporting for Michigan's radio stations who responded to Question number one A, 97.0 per cent found the materials which they received from private organizations such as the Safety Councils, A.A.A. or insurance companies to be Useful. Specifically, 41.0 per cent rated such information as Very Useful; 38.0 per cent reported that they were Useful; cent said Somewhat Useful. and 18.0 per Three per cent reported that such contributions were Not at all useful. Ninety-six and ninety-one-hundredths per cent of the representatives reporting for radio stations, in answer to Question number one B, stated that the infor­ mation which they received from police, hospitals and other sources about highway incidents, deaths, property damage, etc. was Useful. injuries, Specifically, 57.7 per cent rated these contributions as Very Useful; 19.6 per cent rated such sources as Useful and another 19.6 per cent said that they were Somewhat Useful. Three and nine- tenths per cent stated that such contributions were Not at all u s e f u l . In response to Question number one C, 92.9 per cent of the representatives reporting for radio stations rated federal, state and local governments as Useful sources of information relating to research, and other programs. Specifically, such information was Very Useful; standards 14.3 per cent said 3 9.8 per cent reported 81 such information was Useful and 38.8 per cent said govern­ mental information was Somewhat Useful. The remaining 7.1 per cent rated these sources of information and their materials as Not at all u s e f u l . Answers to Question number one D revealed that 8 8.2 per cent of the representatives reporting for radio stations rated the materials and information provided by M S U 1s Highway Traffic Safety Center as Useful. cifically, Spe­ 13.2 per cent rated the contributions of the IITSC as Very Useful; 42.1 per cent said that they were Useful and 32,9 per cent reported them to be Somewhat Useful. The remaining 11.8 per cent commented that such contributions were Not at all useful. It is noteworthy that forty-five of the ninetyeight, 45.9 per cent, of the representatives reporting for Michigan's radio stations responding to Question number one also took the time to make a written comment following their evaluation of highway traffic safety information sources and/or materials. The comments are available in Appendix E, part 15. Of the representatives reporting for radio stations who responded by selecting a number one source of useful releases relating to highway traffic safety, in answer to Question number two, 4 8,5 per cent named the A.A.A. (Automobile Club of Michigan, American Automobile A s s o c i ­ ation) . 82 Table 4.18 presents the number of first through seventh place rankings given to those organizations listed in the study as supplying the radio stations of Michigan with highway traffic safety information. The in order ranking of organizations in answer to Question number two resulted in the A.A.A., with 48.5 per cent of the radio representative's selection, as their first choice. In addition 23.7 per cent named the Local Police, for second place; 11.3 per cent supported the Michigan Department of State Police, for third place; 2.1 per cent named the Insurance Industry and the Wire Services, a tie for fourth place and 1.0 per cent named the Highway Traffic Safety Center, Traffic Safety for Michigan and Others, a tie for sixth. None (0.0%) named the Michigan Driver Education Association, Michigan Office of Highway Safety Planning, Michigan Women for Highway Safety or did not make a first choice of organizations who provide the most useful highway traffic safety c o m ­ munications . Comments relating to Question number two were added to the study by twenty of the ninety— seven r e p r e ­ sentatives of radio stations who completed this question. Their statements are included in Appendix E, part 16. Table 4.19 presents the number as well as p e r ­ centage of radio respondents stating that they had received and utilized the 3 0-second spots "Know-How Makes the Difference." 83 TABLE 4.18.— Rank order of Michigan public and private organizations who provide the most useful highway traffic safety communications--radio Rank Org ani z ation 1 2 3 4 5 6 7 % Num­ ber Onea 47 12 13 2 3 1 0 48.5 Highway Traffic Safety Center, MSU 1 7 6 4 6 1 1 1.0 Insurance Industry 2 2 3 2 1 5 2 2.1 23 13 14 6 6 0 0 23.7 Michigan Driver E d u ­ cation Association 0 1 0 0 0 1 1 0.0 Michigan Office of Highway Safety Planning 0 2 1 1 1 3 4 0.0 11 29 19 9 1 0 0 11.3 Michigan Women for Highway Safety 0 0 0 0 0 2 0 0.0 National Safety Council 9 11 16 14 10 3 0 9.3 Traffic Safety for Michigan 1 1 1 4 1 1 0 1.0 Wire Services CA.P., U .P .I ., e t c .) 2 12 13 15 0 3 1 2.1 Others 1 2 4 1 0 0 0 1.0 None 0 0 0 0 1 0 0 0.0 A.A.A. Local Police Michigan Department of State Police 3 Actual computed value rounded to the nearest tenth. 84 TABLE 4 .19.--HTSCls 30-second spots received and programmed by radio respondents Answer Number Per Cent3 Received Yes No 18 65 21,7 78 .3 Programmed S c h e duled, used Scheduled, not used Not used 14 2 2 77 .8 11.1 11.1 a Actual computed value rounded to the nearest tenth. Of the representatives reporting for radio stations who responded to Question number twelve A, 21.7 per cent stated that they had received, from the H T S C 1s communi­ cation office, the 3 0-second spots "Know-How Makes the Difference"; a green plastic, 4" x 6," file box contain­ ing thirty public service announcements. Answers to Question number twelve B stated that 77.8 per cent of those stations which received the 3 0second spots had scheduled and presented them. They were Scheduled and Not Used by 11.1 per cent of the reporting stations. The same percentage, 11,1 per cent, reported that the spots were Not Used. Comments relating to Question number twelve will be found in Appendix E, part 17. 85 Priorities Questions number three, four, five and eleven were included in the study to develop a list of preferences which radio representatives gave for selecting highway traffic safety materials for broadcast. In answering Question number three the r e p r e ­ sentatives reporting for radio stations stated, in their opinion, the approximate number of minutes ment scale: (the assess­ More than Four Minutes to None) which they scheduled per day for highway traffic safety information. Table 4.2 0 presents the radio time allocation, number of respondents selecting and the percentage making each time choice. TABLE 4.20.--Time allocation of daily news and/or editorial programming devoted to local, state and national highway traffic safety information— radio Time More 4 Min 3 Min 2 & 1/2 Min 2 Sec 1 & 1/2 60 Sec 30 Sec None 7 1 Min Number select­ ing 15 12 14 2 20 6 16 Per­ centage 16.1 12.9 15.1 2.2 21.5 6.5 17 .2 17 .5 1.1 Actual computed value rounded to the nearest tenth. 86 Comments relating to Question number three, p r e ­ sented in Appendix E, part 18, reveal that local events and time estimates often dictated the amount of time which specific stations programmed for the presentation of highway traffic safety information. Question number four asked the representatives reporting for radio stations to rank five contributing factors in order of their editorial, news and public service time programming. Table 4.21 presents the number of first through fifth place rankings given to the five editorial subjects suggested by this study. TABLE 4.21.— Rank order of editorial subject m a t t e r — radio Rank Subject Matter 1 2 3 4 5 % Num­ ber Onea 11 7 2 2 1 52.4 Highway Conditions 5 5 6 2 2 23 .8 Research 2 1 2 4 9 9.5 Traffic Laws 2 5 8 3 3 9.5 Vehicle Condition 1 4 3 5 4 4 .8 Others 1 0 0 0 0 4.8 Driver Practices aActual computed value rounded to the nearest tenth. 87 Editorially, 52,4 per cent gave the highest priority to Driver Practices. Table 4.22 presents the number of first through fifth place rankings given to the suggested subjects for news c o v e r a g e . TABLE 4.22.-—Rank order of news subject m a t t e r - -radio Rank Subject Matter 1 2 3 4 5 % Num ­ ber Onea Driver Practices 14 18 7 4 7 17 .9 Highway Conditions 49 9 9 4 1 64 .1 2 4 10 11 20 2.6 10 15 17 7 6 12.8 Vehicle Condition 1 5 8 17 1 1.3 Others 1 1 0 0 0 1.3 Research Traffic Laws a Actual computed value rounded to the nearest tenth. The top factor in News Coverage, selected by 64.1 per cent of those responding, was Highway Conditions. Table 4.23 presents the number of first through fifth place rankings given to the five subjects suggested by the study for allocation of public service time. As their priority for Public Service time a l l o ­ cation 56.3 per cent selected Driver Practices as the 88 factor which received preference over the other four of the list of five suggested by this study. TABLE 4.23.— Rank order of public service subject matter — radio Rank Subject Matter 1 2 3 4 5 % Nu m ­ ber One3 Driver Practices 45 19 7 2 3 56.3 Highway Conditions 13 12 8 11 11 17 .5 Research 6 5 8 12 24 7.5 Traffic Laws 9 21 21 13 5 11.3 Vehicle Condition 6 15 22 13 9 7.5 a Actual computed value rounded to the nearest t enth. Additional evidence that Michigan's radio stations recognized the contributions of highway traffic safety communicators to their editorial, news and public service programming is contained in the Comments added to Question number four. The reader will find these comments in Appendix E, part 19. Table 4.24 presents the number of first through fifth place rankings given, in answer to Question number five, to the factors governing the selection of highway traffic safety information for radio broadcast. 89 TABLE 4 . 24.— Rank order of factors for consideration of highway traffic safety information for radio broadcast Rank Factors 1 2 3 4 5 % Num ­ ber On e a 21 24 7 3 1 28 .4 9 8 10 7 7 12.2 36 13 5 4 0 48 .7 Preparation Style 4 6 10 7 5 5.4 Length of Material 1 5 12 6 9 1.4 Others 3 0 1 0 0 4.1 Available Materials Communicator Credibility Interest to Listeners Actual computed value rounded to the nearest tenth. In response to Question number five, 48.7 per cent of the representatives reporting for Michigan's radio stations rated Interest to Listeners to be their first consideration as to whether highway traffic safety infor­ mation is to be scheduled for air-time. In addition: Availability of Material garnered 28.4 per cent of the first consideration ratings, Communicator Credibility was selected by 12.2 per cent, Preparation Style was the consideration of 5.4 per cent, Other factors received 4.1 per cent of the selections and Length of Material was registered by 1.4 per cent of those answering the question. 90 Personal comments which were added to Question number five will be found in Appendix E, part 20, Question number eleven, an open-ended invitation to comment, was answered by 87,3 per cent of the respon­ dents, A majority were concerned with timing, length, localized interest and communication of information which would arouse interest. Those comments, relating to the things radio respondents look for in a highway traffic safety communication, will be found in Appendix E, part 21, Purposes Questions number six, seven, eight, nine and ten were included in the study to give radio representatives an opportunity to express their opinions relating to the aspects of a highway traffic safety communication which make them desirable for broadcast. Michigan's radio station representatives did not oppose the use of "Scare" approaches to highway traffic safety information as evidenced by the percentage ratings of their answers to Question number six. Table 4.25 presents the number, percentage and rank order given to the "Scare" appeal technique by the radio respondents to this study. Of those radio representatives responding 26.3 per cent rated the technique as Very Good, recorded their evaluation as Good, 28.3 per cent 25.3 per cent marked the approach as Fair, Poor technique, 14.1 per cent stated that it was a 5.1 per cent voted the approach Unacceptable and 1.0 per cent had No Opinion to express. TABLE 4.25,— Radio respondents evaluate "Scare" Approach to highway traffic safety Value Number Per Centa Rank Very Good 26 26.3 2 Good 28 28.3 1 Fair 25 25.3 3 Poor 14 14 .1 4 Unacceptable 5 5.1 5 No Opinion 1 1.0 6 Actual computed value rounded to the nearest tenth. Twenty of the radio respondents wrote comments in answer to Question number six. Appendix E, part 22, contains these comments. Question number seven requested the newspaper respondents to indicate those aspects of highway traffic safety they believed to be most neglected by those who prepare the releases in two categories: A. General News Coverage and B. Public Education and Promotion. Table 4.2 6 presents the number, percentage and rank order of those aspects of highway traffic safety most neglected by those who prepare the releases. 92 TABLE 4.26.— Aspects of highway traffic safety believed to be most neglected in releases received by radio respondents Aspect Number A. Per Centa Rank General News Coverage Causes of Accidents 37 35.9 1 Needed Legislation 18 17 .5 3 News of Enforcement 28 27 ,2 2 Status of Legislation 15 14 .6 4 6 4.9 5 Other B. Public Education and Promotion Highway Conditions 14 13.9 5 Legislative Action 19 18 .8 4 Point System 21 20.8 1 Techniques of Communication 20 19,8 3 Vehicle Inspection 21 20.8 1 6 5.9 6 Other aActual computed value rounded to the nearest tenth. 93 Answers to Question number seven A revealed that 3 5.9 per cent of the representatives reporting for radio stations regard Causes of Accidents as that aspect of highway traffic safety which was most neglected, in the area of general news coverage, by those who prepare materials for radio programming. In addition: News of Enforcement received 27.2 per cent, Needed Legislation received 17.5 per cent, Status of Legislation had 14.6 per cent and Other aspects were listed by 4.9 per cent of the respondents as their selection for the most neglected aspect of general news relating to highway traffic safety. Answers to Question number seven B revealed that 20.8 per cent of the representatives reporting for radio stations regarded each of the aspects: Point System and Vehicle Inspection as the most neglected by those pre­ paring such materials for radio programming. In addition: Techniques of Communication received 19.8 per cent, Legislative Action followed closely with 18.8 per cent and Other aspects were listed by 5.9 per cent of the respondents as their selection for the most neglected aspects of Public Education and Promotion relating to highway traffic safety. Respondents' comments added to questionnaire answers, as they applied to Question number seven A, will be found in Appendix E, part 23. Comments added to Question number seven B, by radio respondents, are included in Appendix E, part 24. 94 Of the representatives reporting for radio stations 47.1 per cent responded to open-ended Question number eight; discussing what kind of additional information, relating to highway traffic safety, would be the most helpful to their station in its day-to-day editorial, news and/or public service programming. These thought-provoking comments, included in Appendix E, part 25, called for emphasis upon driving tips and highway conditions. Table 4,27 presents the number, percentage and rank order of appeals listed in Question number nine directed to the driver and/or weekend listener. TABLE 4.27.— Radio appeals directed to the driver and/or weekend listener Appeal Number Per Centa Rank Alcohol/drugs and driving 65 29.3 1 official highway traffic warnings 50 22 .5 2 3 1.4 7 "Scare" 30 13,5 5 Scenic and/or vacation trips 36 16.2 3 "Scoreboard" 31 13.9 4 7 3.2 6 Point system Other aActual computed value rounded to the nearest tenth. 95 The study questionnaire provided a selection of seven choices. Alcohol/drugs and driving was the first choice of 29.3 per cent; information relating to Official Highway Traffic Warnings ranked second, used by 22.5 per cent; Scenic and/or Vacation Trips ranked third, used by 16.2 per cent; the highway traffic "Scoreboard" appeal ranked fourth, used by 13.9 per cent; "Scare" appeals ranked fifth, used by 13.5 per cent; Other appeals ranked sixth, used by 3,2 per cent and Michigan's Point System, ranked seventh, was listed as an appeal by 1.4 per cent of those radio representatives responding to this question. Radio respondent comments added to answers to Question number nine are included in Appendix E, part 26. Question number ten, an open-ended opportunity to state what they believed the purpose of highway traffic safety promotion should be, was exercised by 77.5 per cent of the representatives reporting for Michigan's radio stations. Those who took the time to write a comment provided the reader with a view of the purpose of highway traffic safety communications. These comments are included in Appendix E, part 27. Use of HTSC Materials Questions number one D, two, twelve and thirteen were included in the study to ascertain radio represen­ tatives' awareness as well as use of the Highway Traffic 96 Safety Center Communication Office's materials which were available, on a limited basis, prior to the distribution of the questionnaire. Table 4.28 presents the radio respondents' opinions as to the usefulness of highway traffic safety releases distributed by the HTSC communication office. TABLE 4.28.-— Radio respondents evaluate usefulness of information and/or materials provided by HTSC com m u n i ­ cation office Usefulness Number Per Centa Rank Very Useful 10 13.2 3 Useful 32 42.1 1 Somewhat Useful 25 32.9 2 9 11.8 4 Not at all Useful Actual computed value rounded to the nearest tenth. Given four choices, in Question number one D, of the usefulness of the Highway Traffic Safety Center C o m ­ munication Office's contributions in the promotion of highway traffic safety 4 2.1 per cent rated the material as Useful, ranked first; 32.9 per cent found the materials Somewhat Useful, ranked second; materials as Very Useful, 13.2 per cent rated the ranked third and 11.8 per cent stated that such materials were Not at all useful. 97 Comments specifically addressing themselves to Question number one D were made by thirty-three of the radio representatives who returned the questionnaire. They are included in Appendix E , part 15. In Question number two, representatives reporting for radio stations were asked to rank in order, list of thirteen organizations, their first, from a second and third place choice of sources of the most useful highway traffic safety communications. As a number one choice MSU's Highway Traffic Safety Center, as previously reported in Table 4,18, received 1.0 per cent of the choices. For their second choice 7,21 HTSC and 6.2 per cent gave the HTSC as per cent listed the their third choice. In Question number twelve representatives reporting for radio stations were asked if their station had received, from the Highway Traffic Safety Center's communication office, the 3 0-second Public Service Spots "Know-How Makes The Difference." If they had, whether they were scheduled for program use. eighteen stations Fourteen of the (77.8%) receiving the spots had scheduled them for presentation. presented in Table 4.19, This information was In Question number thirteen representatives reporting for radio stations were asked if their station had sent a representative to the "Breathalyzer Recertifi­ cation" press conference and luncheon. They responded 98 as follows: Yes 3.6 per cent, Notified 37.8 per cent. No 58.6 per cent and Not (The reader is once again reminded that the notices and invitations were sent only to the media broadcasting in the district in which the recertification program was being presented.) In-Service Workshop In an original effort to understand the attitudes of M i c h i g a n ’s radio station representatives towards improved highway traffic safety communications, as well as ascertain the need for an in-service workshop of this nature, Questions number fourteen, fifteen and sixteen were included in the study. The eight different in-service workshops, listed in Table 4.29, were those which the radio representatives were asked to evaluate participation potential as a statewide and/or district workshop. Finally, the respondents were asked to rank proposed objectives were such a highway traffic safety communication workshop to be scheduled. Question number fourteen provided the suggested list. Table 4.29 presents the number of first through eighth place rankings given to the eight topics r e c o m ­ mended for an in-service workshop for the improvement of highway traffic safety communications originated by highway traffic safety personnel for the use by the radio stations of the state of Michigan, 99 TABLE 4.29.--Rank order of topics recommended for an inservice workshop for highway traffic safety communications preparation personnel--radio Rank Toprc 1 2 3 4 5 e 7 8 % Num­ ber One3 A Measure of Success: Self -Cr it ic i sm 6 5 3 2 4 2 3 4 10.7 Competition for Public Service Time 5 11 3 3 2 2 3 2 8.9 Functions of the Local Radio Station 18 5 10 5 1 2 0 0 32.1 Organizing a Public Service Schedule 5 4 2 7 4 4 2 1 8.9 Radio-Highway Traffic Safety Jargon 2 9 5 6 1 3 3 3 3 .6 Role and Responsibility of Communication Preparation Personnel 3 4 9 4 4 2 2 1 5.4 Script Style 5 7 9 1 6 2 4 0 8 .9 11 6 5 7 2 2 0 2 19.6 1 0 0 0 0 0 0 0 1.8 What Is News? Others Actual computed value rounded to the nearest tenth. 100 The order in ranking of the topics included in Question number fourteen resulted in 3 2.1 per cent of the representatives of Michigan's radio stations selecting Functions of the Local Radio Station as their first choice. What is News was the topic selected by 19.6 per cent; A Measure of Success; Self-Criticism received 10.7 per cent; Competition for Public Service Time, Organizing a Public Service Schedule and Script Style each received 8.9 per cent; Role and Responsibility of Communication Preparation Personnel was recommended by 5.3 per cent; Radio-Highway Traffic Safety Jargon was the selection of 3.5 per cent and Others was suggested by only one or 1.7 per cent of the representatives of radio stations making first choice recommendations. No comments were offered by the radio respondents to this question. Table 4.30 presents the number and percentage of radio respondents who answered Question number fifteen "Would you participate in a statewide and/or district highway traffic safety communications workshop?" Thirty-four of the eighty-seven respondents, 39.1 per cent, said Yes they would participate; 14.9 per cent, said No and forty, thirteen, 4 5,9 per cent, reported that they were Undecided, Comments written in addition to checking a selec­ tion for Question number fifteen will be found in Appendix E, part 28. 101 TABLE 4.30.--Radio respondents answer question relating to workshop participation Answer Number Per C e n t a Yes 34 39,1 No 13 14 .9 Undecided 40 45.9 aActual computed value rounded to the nearest tenth. Asked in Question number sixteen to rank three safety communication workshop objectives and/or suggest Others, representatives of the radio stations gave a clear majority to their first choice. Table 4.31 presents the number of first through fourth place rankings given to the three objectives. To keep the Public Informed Concerning Purposes, Accomplishments and Needs of Highway Traffic Safety was the objective selected by 70,4 per cent of those r e s p o n d ­ ing. To Develop Public Awareness as Well as Willingness to Support Highway Traffic Safety Cfinaneially) was their second choice; receiving 20.9 per cent of the first place rankings. A far distant third choice was the objective To Improve the Public Image of Highway Traffic Safety Administrators and/or Communicators; receiving only 4.9 per cent of the ratings as first choice. Other suggestions accounted for 3.7 per cent of the respondents' selections. 102 TABLE 4.31.— Rank order of highway traffic safety communi­ cation workshop objectives— radio Rank Obj ectives 1 2 3 4 % Num­ ber Onea 17 28 15 0 20.9 To Improve the Public Image of Highway Traffic Safety Adminis­ trators and/or Communicators 4 15 36 0 4.9 To Keep the Public Informed C o n ­ cerning Purposes, Accomplish­ ments and Needs of Highway Traffic Safety 57 19 1 0 70.4 3 1 0 1 3.7 To Develop Public Awareness as Well as Willingness to Support Highway Traffic Safety (finan­ cially) Others Actual computed value rounded to the nearest tenth. The comments added to Question number sixteen will be found in Appendix H, part 29. Results of the Television QuestionnaireUpon receipt of completed questionnaires the television data were hand recorded and tabulated. The results of the tabulation were then organized for presen­ tation as follows: (1) Sources, (2) Priorities, (3) Purposes, 103 (4) Use of HTSC Materials and (5) In-Service Workshop Appendix D contains the listing, by districts, of the television stations included in this study as well as the individual and address to which the questionnaire was mailed; a total of twenty-five. Coded comments, by these television opinion leaders, are germane to the reader's decoding what these representatives of television stations implied through their answers to the questions of this study; each comment is to be found in Appendix E. therefore, The comments and question answers combine to give the reader an insight into the problems highway traffic safety communicators faced as they accepted their role as informational change agents. Sources Questions number one, two and twelve were included in this study to discover the media representative's rating of the usefulness of highway traffic safety infor­ mation or materials which they received from the sources listed in the questionnaire. Table 4.32 presents the number as well as p e r ­ centage of television respondents rating the usefulness of materials received from the sources listed in study Question number one; parts A, B, C and D. 104 TABLE 4,32,— Rating of the usefulness of highway traffic safety materials received by television respondents a n s w e r ­ ing question number one Source Very Useful % Useful Somewhat Useful % % Not At All Useful Total Usefula % % Private Organi­ zations 45.5 40.9 13,6 00. 0 100. 0 Police, hos­ pitals 59.1 13 .6 13,6 13 .6 86.4 F e deral, state and local governments 34 .8 34 .8 30.4 00,0 100.0 Highway Traffic Safety CenterMSU 45.0 30.0 20.0 5.0 95.0 aActual computed value to the nearest tenth. Of the representatives reporting for Michigan's television stations who responded to Question number one A 100 per cent found the materials which they received from private organizations such as the Safety Councils, A.A.A. or insurance companies to be Useful. Specifically, per cent rated such contributions as Very Useful; 45.5 4 0.9 per cent reported that they were Useful and 13.6 per cent said Somewhat Useful. No tallies were recorded for Not at all useful. Eighty-six and thirty-six one hundredths per cent of the representatives reporting for television stations, in answer to Question number one B, stated that the infor­ mation which they received from police, hospitals and 105 other sources about highway incidents, deaths, property damage, etc. was Useful. Specifically, cent rated these contributions as Very Useful. remaining percentage was equally divided, among each of the following: injuries, Useful, 59.1 per The 13.6 per cent, Somewhat Useful and Not at all useful. In response to Question number one C, 100 per cent of the representatives reporting for television stations rated federal, state and local governments as Useful sources of information relating to research, and other programs. Specifically, standards 34.8 per cent said such information was Very Useful, another 34.8 per cent reported such information as Useful and 3 0.4 per cent said governmental information was Somewhat Useful. No tallies were recorded for Not at all u s e f u l . Answers to Question number one D revealed that 95.0 per cent of the representatives reporting for tele­ vision stations rated the materials and information p r o ­ vided by Michigan State U n i v e r s i t y ’s Highway Traffic Safety Center as Useful, Specifically, 4 5,0 per cent rated the contributions of the HTSC as Very Useful, 3 0,0 per cent said that such materials were Useful, 20.0 per cent evaluated the materials as Somewhat U s e ­ ful. Five per cent commented that such contributions were Not at all useful. 106 It is noteworthy that twelve of the twenty-five representatives reporting for Michigan's television stations, 48.0 per cent, took the time while responding to Question number one to make a written comment following their evaluation of highway traffic safety informational sources and/or materials. The comments are available for perusal in Appendix E, part 30, Of the representatives reporting for television stations who responded by selecting a number one source of useful releases relating to highway traffic safety, in answer to Question number two, 31.8 per cent rated the National Safety Council as their first choice. Table 4.33 presents the number of first through seventh place rankings given to the twelve sources listed in this study as supplying the state of Michigan's tele­ vision stations with highway traffic safety information and/or materials. The in order ranking of organizations, in answer to Question number two, resulted in the National Safety Council with 31,8 per cent of the television representa­ tives selection as their first choice. 27.3 per cent selected the A,A.A., In addition 13.6 per cent named both the Local Police and the Michigan Department of State Police, 9.1 per cent supported Michigan State University's HTSC and 4.6 per cent selected the Wire Services as their number one source. The Insurance 107 TABLE 4 .33,— Rank order of Michigan public and private organizations who provide the most useful highway traffic safety communications--television BSBBB^aUSB Rank Organization % Num­ 1 2 3 4 5 6 7 ber One& A. A.A. 6 7 3 1 0 0 0 27 .3 Highway Traffic Safety C e n t e r , MSU 2 3 2 2 1 0 0 9.1 Insurance Industry 0 1 2 1 0 1 0 0.0 Local Police 3 2 3 0 2 0 0 13 .6 Michigan Driver Education Association 0 0 1 0 0 1 1 0.0 Michigan Office of High­ way Safety Planning 0 0 2 0 0 0 0 0.0 Michigan Department of State Police 3 6 2 3 0 1 0 13 .6 Michigan Women for High­ way Safety 0 0 0 0 0 0 1 0.0 National Safety Council 7 2 4 0 2 0 0 31.8 Traffic Safety for Michigan 0 0 0 0 0 0 1 0.0 Wire Services 1 1 1 2 0 1 1 4.6 None 0 0 0 0 0 0 0 0.0 Others 0 0 1 0 0 0 0 0.0 aActual computed value rounded to the nearest tenth. 108 Industry, Michigan Driver Education Association, Michigan Office of Highway Safety Planning, Michigan Women for Highway Safety, Traffic Safety for Michigan and Others did not receive any of the television respondents first choices as a number one source of information. Although limited in number the respondents' comments to Question number two are included in Appendix E, part 31, to provide the reader with those suggestions c o n ­ tributed by television's opinion leaders. Of the twenty-five representatives reporting for television stations who responded to Question number twelve a total of twelve, 48.0 per cent, stated that their station had received the 60-second, color, video spots listed in the question as having been distributed by the Highway Traffic Safety Center's communication office. Table 4.34 presents the number of titles received as well as the number of scheduled "60-second Safety Spots." Although there was no space allowed, in Question number twelve, for written comments four of the respondents volunteered pertinent information. Their comments will be found in Appendix E, part 32. Priorities Questions number three, four, five and eleven were included in the study to develop a list of prefer­ ences which television representatives gave for selecting highway traffic safety materials for broadcast. 109 TABLE 4.34.— H T S C *s 60-second "Safety Spots" received by television respondents Titles Received FTV-681 "Share the Road" and Motorcycles) %a Scheduled (Cars FTV-68 2 "Speed & Changing Conditions" 5 5 100.0 6 6 100.0 FTV-683 "Alcohol and Traffic" 7 7 100.0 FTV-684 "Following Too Closely" 9 9 100.0 FTV-685 "Ran Off Roadway" 7 7 100.0 8 8 100.0 10 10 100.0 FTV-7 02 "Collision Course" 10 10 100. 0 FTV-7 03 "Passing Judgment" 8 8 100,0 FTV-68 6 "Obeying Traffic Signal 11 FTV-701 "Blocked Vision" aActual computed value rounded to the nearest tenth. In answering Question number three the represen­ tatives reporting for television stations stated, opinion, scale: the approximate number of minutes More than ten and/or programmed per minutes to None) in their (the assessment they scheduled day for highway traffic safety messages. Table 4.3 5 presents the number of respondents selecting each of the time categories as well as the percentage making the choice. Of the television representatives responding, Zero per cent (00,0%) estimated that a total of ten minutes or more time was allocated each day for highway TABLE 4.35.--Time allocation of daily news and/or editorial programming devoted to local, state and national highway traffic safety information— television Time Number Selecting Percentage3 More Than 10 Min 10 Min 5 Min 3 Min 2 Min 90 Sec 60 Sec 30 Sec 0 0 2 4 3 3 2 2 2 8.7 8.7 8.7 00.0 00.0 8.7 17.4 13.0 13.0 3 Actual computed value rounded to the nearest tenth. T T ■ Varies None 5 21.7 Ill traffic safety news or editorial programming. Other estimates and percentages were: 8.7 per cent; Three Minutes, Five Minutes, 17.4 per cent; Two Minutes, cent; Ninety Seconds, 13.0 per cent; cent; 8.7 per cent; Thirty Seconds, 13.0 per Sixty Seconds, 8.7 per "Varies," 8.7 per cent and "None," 21.7 per cent. Comments offered by television respondents relating to Question number three are presented in Appendix E, part 33. Question number four asked representatives report­ ing for television stations to rank six contributing factors in order of their editorial, news and public service time programming. Table 4.36 presents the number of first through sixth place rankings given to the six subjects suggested by this study for editorial comments on Television. Table 4.37 presents the number of first through sixth place rankings given to the suggested subjects for news coverage by television. Table 4.38 presents the number of first through sixth place rankings given in answer to Question number four relating to the selection of Public Service items. Editorially Table 4.36 indicates that 44.4 per cent of the television representatives responding gave the highest priority to Driver Practices. The,most important factor in selecting highway traffic safety 112 TABLE 4 .36.--Rank order of editorial subject m a t t e r — television Rank Subject Matter 1 2 3 4 5 6 % Num­ ber Onea Driver Practices 4 1 1 0 0 0 44 .4 Highway Conditions 1 1 0 0 1 0 11.1 Research 1 1 0 0 1 1 11.1 Traffic Laws 1 2 1 0 0 0 11.1 Traffic Legislation 1 4 1 0 0 0 11.1 Vehicle Condition 1 0 2 2 0 0 11.1 Others 0 0 0 0 0 0 00.0 aActual computed value rounded to the nearest tenth. TABLE 4.37.--Rank order of news subject m a t t e r --television Rank Subject Matter % Num­ ber Onea 1 2 3 4 5 6 1 1 3 0 5 0 6.3 11 2 1 0 0 0 68 .8 Research 1 3 1 4 1 0 6.3 Traffic Laws 1 3 2 1 0 0 6.3 Traffic Legislation 1 4 3 0 0 0 6.3 Vehicle Condition 1 1 0 4 0 1 6.3 Others 0 0 0 0 0 0 0.0 Driver Practices Highway Conditions a Actual computed value rounded to the nearest tenth. 113 TABLE 4.38.— Rank order of public service matter— tele­ vision Rank Subject Matter 1 2 3 4 5 6 % Num­ ber One3 12 1 3 0 0 0 70.5 Highway Conditions 0 4 1 1 4 0 0.0 Research 0 0 2 3 4 0 0.0 Traffic Laws 4 4 1 1 0 0 23.5 Traffic Legislation 0 2 3 0 1 0 o * o Vehicle Condition 1 4 4 2 0 0 CO • in Others 0 0 0 0 0 0 0.0 Driver Practices Actual computed value to the nearest tenth. information for news coverage, as evidenced by Table 4.37, shows that 68.8 per cent of those responding selected Highway Conditions, As their priority for public service time allocation respondents indicate in Table 4.38 that 7 0,6 per cent of those responding selected Driver Prac­ tices as the factor which received preference over the other five subjects suggested by the study. Comments added by the television respondents to Question four will be found in Appendix E, part 34, In response to Question number five, 50.0 per cent of the representatives reporting for Michigan's television stations rated Available Material as their first consid ­ eration as to whether highway traffic safety information 114 was to be scheduled for viewing, 4 0.0 per cent selected Interest to viewers and 10,0 per cent named Other factors. Communicator Credibility, Preparation Style and No Opinion were not selected as first considerations by any of the r e s p o n d e nts. Table 4.39 presents the number, percentage and rank order given, in answer to Question number five, to the six suggested factors for consideration of highway traffic safety information for television broadcast. TABLE 4.39.— Television respondents evaluate factors of consideration for highway traffic safety information broad­ cast Factor Number Per Cent3 Rank 10 50.0 1 Communicator Credibility 0 00.0 0 Interest to Listeners 8 40.0 2 Preparation Style 0 00.0 0 No Opinion 0 00.0 0 Other 2 10.0 3 Available Materials aActual computed value rounded to the nearest te n t h . Comments added by the television respondents in addition to answering Question number five will be found in Appendix E, part 35. Question number eleven requested the television respondent to indicate the appeals which his station 115 directed to the driver and/or weekend viewer. offered a selection of eight choices. The study Of those responding to the request 33,3 per cent selected Alcohol/Drugs and Driving as their number one choice, 28.2 per cent stated that they used information relating to Official Highway Traffic Warnings, 15.4 per cent used "Scoreboard" appeals, 10.2 supported "Scare" appeals, Scenic and/or Vacation Trips, 7,7 per cent selected 5.1 per cent stated None and Michigan's Point System was not listed as an appeal by any of the respondents to this question. Table 4.4 0 presents the number, percentage and rank order of appeals, listed in Question number eleven, directed to the driver and/or weekend viewer, TABLE 4.40.— Television appeals directed to the driver and/or weekend viewer Rank Number Per Centa Alcohol/drugs and driving 13 33 .3 1 Official highway traffic warnings 11 28 .2 2 Point system 0 00.0 0 "Scare" 4 10.3 4 Scenic and/or vacation trips 3 7.9 5 "Scoreboard” 6 15.4 3 None 2 5.1 6 Other 0 00.0 0 Appeal aActual computed value rounded to the nearest tenth. 116 Of those television, representatives responding to Question number eleven, 33.3 per cent directed tele­ vision appeals relating to the use of Alcohol and Drugs and Driving to the week-end v i e w e r , percentages were as follows: warnings, 28,2 per cent? "Scare," 10,2 per cent; Official highway traffic "Scoreboard," 15,4 per cent; Scenic and/or vacation trips, 7.8 per cent; No Appeals, Zero per cent Other selections and 5.1 per cent and Point system, (00,0%), The comments of television respondents, added to Question number eleven answers, are included in Appendix E, part 36, Purposes Questions number six, seven, eight, nine and ten were included in the study to give media representatives an opportunity to express their opinions relating to the aspects of a highway traffic safety communication which make them desirable for broadcasting. In their answers as well as written comments to Question number six Michigan's television representatives accepted nominal use of the "Scare" approach to highway traffic safety message presentation to their viewers. Table 4.41 presents the number, percentage and rank order given to the "Scare" appeal technique by the television respondents to this study. 117 TABLE 4.41.— Television respondents evaluate "Scare" approach to highway traffic safety Value Number Rank Per Centa Very Good 2 8.7 4 Good 8 34 .8 1 Fair 4 17.4 3 Poor 7 30.5 2 Unacceptable 2 8.7 4 Actual computed value rounded to the nearest tenth. Of the television representatives responding 8.7 per cent rated the technique as Very Good, 34.8 per cent recorded their evaluation as Good, 17,4 per cent recorded their evaluation as Fair, 3 0,5 per cent marked the approach a Poor technique and 8.7 per cent responded that the approach was Unacceptable. None of the respondents stated that they had No Opinion, Interesting comments added to four of the answers to Question number six are included in Appendix E, part 37. Question number seven requested the television respondent to indicate those aspects of highway traffic safety they believed to be the most neglected by those who prepared the releases, in two categories: A, General news coverage and B. Public education and promotion. 118 Table 4.42 presents the number, percentage and rank order of those aspects of highway safety most neglected by those who prepare materials and releases for television presentation. Answers to Question number seven A revealed that 3 5.7 per cent of the representatives reporting for tele­ vision stations regarded Needed Legislation as that aspect of highway traffic safety which is most neglected, in the area of general news coverage, by those who prepare materials and releases for television programming. addition: In Causes of Accidents received 25,0 per cent, News of Enforcement received 21.4 per cent, Other aspects received 10.7 per cent and Status of Legislation received 7.1 per cent of the neglect responses. Answers to Question number seven B revealed that 37.0 per cent of the representatives reporting for tele ­ vision stations regarded Vehicle Inspection as the aspect of highway traffic safety public education and promotion which was the most neglected. 29.6 per cent, Legislative Action received Highway Conditions and Techniques of C o m ­ munication each received 14.8 per cent and Michigan's Point System was listed by 3.7 per cent as those aspects needing a t t e n t i o n , None of the television respondents offered c o m ­ ments in addition to their answers to Question number seven, 119 TABLE 4-42.— Aspects of highway traffic safety believed to be most neglected in releases received by television respondents Aspect Number A. Per Centa Rank General News Coverage Cause of Accidents 7 25.0 2 Needed Legislation 10 35.7 1 News of Enforcement 6 21.4 3 Status of Legislation 2 7.1 5 Other 3 10.7 4 B. Public Education and Promotion Highway Conditions 4 14 .8 3 Legislative Action 8 29.6 2 Point System 1 3.7 5 Techniques of Communication 4 14 .8 3 10 37 .0 1 1 3.7 5 Vehicle Inspection Other aActual computed value rounded to the nearest t enth. 120 Of the representatives reporting for television stations 3 9.1 per cent responded to open-ended Question number eight discussing what kinds of additional infor­ mation relating to highway traffic safety would be most helpful to their station in its day-to-day editorial, news and/or public service programming. answers, These informative included in Appendix E, part 38, call for high­ way traffic safety communicators to provide a continuous report of research and local follow-up information. Question number nine elicited responses from 52.2 per cent of the representatives reporting for tele­ vision stations. It was an open-ended opportunity for television respondents to state what they believed the purpose of highway traffic safety promotion should be. Those who took the time to write an answer provided the reader with the admonition to educate the users of the highway transportation system regarding safe driving and incident prevention. These statements are quoted in Appendix E, part 39. Question number eleven, an open-ended invitation to respond, elicited comments from 56.5 per cent of the television respondents relating to the things they look for first in a highway traffic safety communication when selecting material for programming; make the message usable on television was the clear suggestion. Their specific comments are included in Appendix E, part 40. 121 Use of HTSC Materials Questions number one D, two, twelve and thirteen were included in the study to ascertain television repre­ sentatives ' awareness as well as use of the HighwayTraffic Safety Center communication office's materials which were available, on a limited basis, prior to the distribution of the questionnaire. Table 4.4 3 presents the television respondents' opinions as to the usefulness of highway traffic safety information and/or materials distributed by the H T S C 1s communication office. TABLE 4.43.— Television respondents evaluate usefulness of information and/or materials provided by HTSC communication office Usefulness Number Per Centa Rank Very Useful 9 45.0 1 Useful 6 30.0 2 Somewhat Useful 4 20.0 3 Not at all Useful 1 5.0 4 aActual computed value rounded to the nearest tenth. G iven four choices, in Question number one D, as to the usefulness of the Highway Traffic Safety Center communication office's contributions in the promotion of highway traffic safety 45.0 per cent of the respondents rated the information and/or materials received as Very 122 Useful; additionally: 3 0,0 per cent said the contributions were Useful and 20.0 per cent marked them as Somewhat U s e ­ ful, Five per cent marked them as Not at.all useful. Comments specifically addressing themselves to Question number one D were not received from the tele­ vision representatives who returned the questionnaire. In Question number two representatives reporting for television stations were asked to rank in order, a list of eleven organizations, their first, from second and third place sources of useful highway traffic safety com/ m unications. Table 4.33 shows that as a number one choice H T S C 1s communication office received 9.1 per cent of the responses. In Question number twelve representatives rep o r t ­ ing for television stations were asked if the station had received, from the H T S C 1s communication office, the 60- second, color, video "Safety Spots." they scheduled for showing. If they had were Table 4.34 shows that 52.2 per cent reported that they had received one or more and 100 per cent of those receiving them reported they had scheduled the spots for viewing. In Question number thirteen representatives reporting for television stations were asked if their station had sent a representative to the "Breathalyzer Recertification press/TV conference and luncheon." responded as follows: Yes, 37.50 per cent; No, They 37.50 123 and Not Notified, 31.3 5 per cent. (It is noted that invi­ tations to these meetings are sent only to the media in the district within which they are being held,) In-Service Workshop Questions number fourteen, fifteen and sixteen were included in the study in an original attempt to understand the attitudes of M i c h i g a n rs television station opinion leaders towards improved highway traffic safety communications and to ascertain the need for an in-service workshop of this nature. Eight different In-Service Work ­ shop topics were suggested; television representatives were asked if they would participate in a statewide and/or district workshop? finally the respondent was requested to rank proposed objectives in case such a highway traffic safety communication workshop was to be scheduled. Table 4.44 presents the number of first through eighth place rankings given to the eight topics recom­ mended by this study for an In-Service Workshop for high­ way traffic safety communication preparation personnel. The order in ranking of the topics included in Question number fourteen resulted in 25.00 per cent of the representatives of television stations selecting Organizing a Public Service Schedule as their first choice, Competition for Public Service Time and the Role and Responsibility of Communication Preparation Personnel both received 18.8 per cent of the first choice 124 TABLE 4.44.— Rank order of topics recommended for an inservice workshop for highway traffic safety communications preparation personnel— television Rank Topic 1 2 3 4 5 6 7 8 % Num­ ber One3 A Measure of Success: Self-Criticism 2 1 0 2 0 0 1 0 12.5 Competition for Public Service Time 3 2 1 1 0 0 0 1 18 .8 Functions of the Local Television Station 1 0 3 1 0 2 0 0 6.3 Organizing a Public Ser­ vice Schedule 4 0 1 0 2 1 1 0 25.0 Role and Responsibility of Communication P r e ­ paration Personnel 3 4 1 1 1 0 0 0 18 .8 Script Style 0 3 1 1 0 0 0 0 0.0 Television-Highway Traffic Safety Jargon 0 0 2 0 1 0 0 0 0.0 What is News? 2 2 0 2 0 1 0 0 12 .5 Others 1 0 0 0 0 0 0 0 6.3 aActual computed value rounded to the nearest t enth. 125 responses. A Measure of Success: Self-Criticism and What is News? both received 12.5 per cent of the first choice s e lect i o n s . Functions of the Local Television Station and Others each received 6.3 per cent of the respondent's first choice selections. None of the television respondents to Question number fourteen added written comments to their answer. Table 4.4 5 presents the number and percentage of television respondents who answered Question number fifteen, "Would you participate in a state-wide and/or district workshop?" Comments will be found in Appendix E, part 41. TABLE 4.45.— Television respondents answer question relating to workshop participation Answer Number Per Centa 10 47.6 No 2 9.5 Undecided 9 42 .9 Yes p Actual computed value rounded to the nearest tenth. Asked in Question number sixteen to rank safety communication workshop objectives and/or suggest Others representatives of the state's television stations gave a clear majority to their first choice. 126 Table 4.4 6 presents the rank order of Highway Traffic Safety Communication Workshop Objectives as rated by television station respondents. TABLE 4.46.-'-Rank order of highway traffic safety communi­ cation workshop obj ectives— television Rank Objectives % Num­ ber One3 To Develop Public Awareness as well as Willingness to Support Highway Traffic Safety (financially) 45.0 To Improve the Public Image of Highway Traffic Safety A d m i n ­ istrators and/or Communi­ cation To Keep the Public Informed Concerning Purposes, Accomplishments and Needs of Highway Traffic Safety 10 11 0.0 55.0 Actual computed value rounded to the nearest tenth. To Keep the Public Informed Concerning Purposes, Accomplishments and Needs of Highway Traffic Safety was the objective selected by 55.0 per cent of those respond­ ing to Question number sixteen. To Develop Public A w a r e ­ ness as well as Willingness to Support Highway Traffic Safety (financially) was the first choice of 4 5.0 per cent of those responding. To improve the Public Image of Highway Traffic Safety Administrators and/or 127 Communicators was not the recipient of any first place responses. No alternate choices were supplied in the comment section of the question. Summary of the Study This chapter presented a descriptive analysis of the study data provided by representatives of Michigan's newspapers (56 daily and 27 0 weekly), radio stations (39 FM and 131 AM) and television stations (25). Figures showed the locations of each of the media. Tables presented the media representative's selection of responses as offered in the study. Data presented in the chapter were divided into four major sections: (1) Analysis of Questionnaire Returns, (2) Result of the Newspaper Questionnaire, (3) Results of the Radio Questionnaire and (4) Results of the Television Questionnaire. The results of the findings of the study in each of the media sections were sub-divided in order to provide the reader with five types of information from the opinion leaders of press, radio and television. information were: These types of Sources, Priorities, Purposes, Utili­ zation of HTSC materials and In-Service Workshop. Chapter V contains the summary, conclusions, recommendations and discussion. CHAPTER V SUMMARY, CONCLUSIONS, RECOMMENDATIONS AND DISCUSSION In the preceding chapter the descriptive analysis of the data provided by the representatives of Michigan's newspapers, radio and television stations was presented. In this, the final chapter, following information: the reader will find the A summary of the problem, method of study and findings, conclusions based on the data, recommendations and recommendations for further research and discussions. Summary Statement of the Problem The major purpose of this study was to obtain an attitudinal evaluation of the respondent's professional views regarding the acceptability of the highway traffic safety communications received by his newspaper, radio station or television station. Secondary objectives were to investigate the respondent's acceptability of, as well as suggested topics for a statewide or regional highway 128 129 traffic safety communicators/media conference or workshop. A n additional objective related to the use of highway traffic safety information released by Michigan State University's Highway Traffic Safety Center. A review of literature pertaining to highway traffic safety communication revealed: National leaders recognize shortcomings of present-day highway traffic safety communication programs, such as: Accessibility, Adequate planning and Technical vocabulary. Institute for Highway Safety Safety Council The Insurance (IIHS) and the National (NSC) provide a majority of printed high­ way traffic safety information. Compiled literature, also, indicates that there currently exists no coordi­ nated highway traffic safety informational services on a statewide basis; geographic areas tend to act in their own way and interests. Method of Study Questionnaires, employing opinion and checklists, rating scales and opportunities for comments, were mailed to media representatives in the state of Michigan. Questionnaires were mailed to each of the 56 daily and 27 0 weekly newspapers published in the state of Michigan, 39 (FM) and 131 (AM) radio stations operat­ ing in the state of Michigan and 25 television stations licensed to operate in the state of Michigan during the period of this study. 13 0 The investigation of media personnel's opinion of highway traffic safety informational services and/or communications was designed to conform to the boundaries of the state of Michigan. The data were tabulated and where possible p e r ­ centages were computed in order to descriptively compare the findings. Results of this tabulation were further divided into five types of information about media repre­ sentative's beliefs relating to highway traffic safety information and/or services. These types were: Sources, Priorities, Purposes, Utilization of Highway Traffic Safety Center Materials and In-Service Workshop, Major Findings The section which follows is a summary of the findings of this study; reflecting the expressed opinions of newspaper, radio and television personnel responding to questions relating to the information and materials submitted for printing or broadcast. Sources of Highway Traffic Safety Information Of the Michigan press representatives responding, 88.25 per cent stated that the information and materials they received from police, hospitals and similar sources about highway accidents, deaths, injuries and property damage, was either "very useful" or "useful" when c o m ­ pared to information received from private organizations 131 or from federal, state and local governments. Data indi­ cated that 8 0.7 and 7 9.2 per cent, respectively, of the press respondents felt that materials and information from the private and governmental sectors was not as beneficial as that obtained from police, hospitals and similar sources and therefore should be ranked as either "useful" or "somewhat useful," Among those responding for Michigan's radio stations, 7 9,0 per cent expressed a feeling that infor­ mation and materials received from private organizations and 77,3 per cent ranking information received from police and hospitals stated that it was either "useful." "very useful" or Information from the government sector was again ranked by 78.6 per cent of the majority of respondents as being "useful" or "somewhat useful," Representatives of Michigan's television stations were of similar opinions with the majority, 8 6.4 per cent and 72.7 per cent, respectively, ranking the materials and information received from private organizations and police and hospitals as being "very useful" or "useful." Unlike the press or radio respondents, television repre­ sentatives felt that materials and information received from governmental agencies, also, proved beneficial. Priorities Of the Michigan press representatives responding, 65.4 per cent stated that the information and materials 132 they received relating to "Driver Practices" (driver's action when vehicle is underway) was the most Important subject for filler material. ority, data, The highest editorial pri­ 50,6 per cent, was given to the same factor. also, The showed that priorities for space allowance were given to "Driver Practices" when newspapers make space allocations for news coverage. Sixty-four and one-tenth per cent of the Michigan radio representatives stated that the information and materials they received relating to "Highway Conditions" was given top priority for news coverage. "Driver Prac­ tices" was given the highest editorial priority rating for television scheduling. Purposes It was interesting to note that a small segment (3.8%) of Michigan's press representatives found the "scare" approach "unacceptable" for press usage. Rather, respondents were inclined to rate the "scare" approach as "useful." Sixteen and two-tenths per cent stated that it was a "very good" technique, 62,0 per cent were agreed the approach should be rated either "good" or "fair" and 18.1 per cent said it was a "poor" technique in so far as news value is concerned. There was rather even distribution in the ratings assigned to the "scare" approach by Michigan's radio representatives. Twenty-six and three-tenths per cent 133 judged this approach to be "very good," 28.3 per cent rated it "good" and 25,3 per cent agreed that it was "fair" and 14.1 per cent stated that it was a "poor" technique. As with members of the press a small number of respondents, 5,1 per cent, rated this technique as "unacceptable." The ratings given the "scare" approach by tele­ vision representatives show that 8,7 per cent felt it was a "very good" medium and 8.7 per cent felt that it was "unacceptable." Those remaining were divided as follows in their ranking of this technique: cent indicated that it was a "good" practice, 34.8 per 17.4 per cent agreed that it was "fair" and 3 0.5 per cent stated that it was a "poor" approach. Of the press representatives responding, cent regarded 4 2.6 per "Causes of Accidents" as that aspect of highway traffic information which is most neglected in general news coverage. Data indicated that a plurality of, or 3 5,9 per cent of, the radio personnel responding regarded "Causes of Accidents" as that aspect of highway traffic safety information which is most neglected in general news coverage. Of the television representatives responding, 35.7 per cent regarded "Needed Legislation" as that 134 aspect of highway traffic safety information which is the most neglected in general news coverage. Use of Highway Traffic Safety Center Materials Michigan's press representatives indicated the usefulness of materials and/or information from the High ­ way Traffic Safety Center when 40.9 per cent rated these materials as Somewhat Useful, 32.3 per cent marked U s e ­ ful, 18.3 per cent rated them as Very Useful and 8,60 per cent marked such contributions as Not at all useful. Michigan's radio station representatives viewed materials from the Highway Traffic Safety Center thusly: 4 2.1 per cent marked them as Useful, Somewhat Useful, 3 2.9 per cent marked 13.2 per cent rated them as Very Useful and 11.8 4 per cent marked such contributions as Not at all useful. Michigan's television station representatives ranked the usefulness of Highway Traffic Safety Center materials as follows: Useful, 4 5,0 per cent rated them as Very 30.0 per cent Useful, 20.0 per cent Somewhat U s e ­ ful and 5.0 per cent as Not at all useful. In-Service Workshop for Media Personnel "Function of the Local Press" and "What Is News?" were most often suggested as topics for in-service w o r k ­ shop, Each received 34.33 per cent of the press 135 * representative's support for discussion in the event that a highway traffic safety communicators-media representa­ tives workshop was s c h e d u l e d , Three out of ten (20.4%) said "Yes" they would attend a workshop relating to highway traffic safety, half (53.8%) were "Undecided" and one-fourth (25.8%) of the responding press said they "Would Not Attend." The topic "Functions of the Local Radio Station" received 32.1 per cent of the radio station representa­ tive's choices as a topic for discussion should a highway traffic safety communicators-media representative's w o r k ­ shop be offered. Thirty-nine and one-tenth per cent of those r e p ­ resenting radio respondents said "Yes" they would attend such a workshop, 4 5.9 per cent stated that they were "Undecided" and 14.9 per cent said they "Would Not A t t e n d ." The topic "Organizing a Public Service Schedule" was selected by more television representatives (25%) as first choice for discussion than any other topic in the event that a highway traffic safety communicatorsmedia representative's workshop would be scheduled. Of those representing television stations about half (47.6%) said "Yes" they would attend such a w o r k ­ shop, 4 2.9 per cent indicated they were "Undecided" and 9.5 per cent said they "Would Not Attend." 136 Conclusions The following are the conclusions based upon the findings of this study: 1. Michigan's press representatives were agreed that materials and information received from police, hospitals and similar sources had greater usability in the daily and weekly press than materials received from any other source. Therefore, it might be concluded that private and governmental agencies have not produced newsworthy, localized releases and materials. 2. Michigan radio stations looked to private or g a n i ­ zations and police as equal sources of information and materials. 3. Television stations used material and information received from either private organizations, police or government agencies, 4. “Driver Practices" rated most newsworthy with members of the press. 5. The topic "Highway Conditions" lends itself best to radio coverage. 6. Television, because of its visual nature, is ideally suited to the topic "Driver Practices." 137 7. It was generally agreed among media representatives that the "scare" approach is of some value in disseminating the highway traffic safety message to the publics, 8. Michigan*s newspaper and radio personnel desired additional information regarding accident causation, 9. M i c h i g a n ’s television stations would consider additional information relative to needed traffic safety legislation, 10. An organization such as the Highway Traffic Safety Center can provide news media with useful highway traffic safety materials and information. 11. Michigan*s media representatives were generally agreed that in-service workshops devoted to a discussion of highway traffic safety information would be desirable. 12. Highway traffic safety communicators arc admonished to recognize a concern relating to organizational publicity within messages and/or materials. 13. The findings of this study indicate that highway traffic safety communicators need to know which of the mass media is best suited for specific messages. 138 14. There is a need ascertain media for a carefully designed study to attitude towards highway traffic safety informational services— the number of messages, their sources and publication and/or broadcast. 15. The findings of this study indicate that personal contact and closeness to the source have a marked effect upon the use of highway traffic safety information and materials. Recommendations As a result of this study, the following recom­ mendations are presented: 1. The findings of this study should be incorporated in highway traffic safety communication courses taught in the state of Michigan. 2. The Michigan Office of Highway Safety Planning and the Highway Traffic Safety Center of Michigan State University should, on a cooperative basis, conduct one-day highway traffic safety communicator-media representative workshops; selected from this study. using topics The workshops should be scheduled on a district basis similar in nature to those of this study. 3. Michigan Women for Highway Safety, through the organization's Secretariat and County Chairmen, 139 accept a major role in the establishment of high­ way safety communicator and/or media representa­ tive localized informational services, working out better methods of disseminating traffic safety information, 4. A national conference, Symposium, 5. replicating the Denver should be conducted. Specialized segments of this study radio and television) (newspaper, should be prepared and distributed to all of those media. Discussion Traffic safety campaigns which make heavy use of the mass media are being conducted by many communicators and organizations. dictory. Methods vary and are sometimes co n t r a ­ Regardless of the communicator's good intentions, many campaigns fail because the messages do not motivate the public to drive safely. Highway traffic safety communicators must, there­ fore, continually analyze their program to see if attitudes and behavior are being altered. If not, the reason for communication failure must be sought out and corrected. In order to get the motor vehicle operator to heed highway safety mass communications, the message must realistically state the problems in terms of deaths and injuries. Having done this, the highway traffic safety communicator should not create scapegoats nor rely on generalized slogans and "gimmicks." The highway traffic safety communicator should deal in messages which are specific in helping the "average" individual to become a safer, more knowledgeable user of the highway transpor­ tation system. Mass media reaction to safety communications depends upon a variety of physical and psychological factors, as well as upon the economic setting at the time the communication is r e c e i v e d . Whether a message will become effective depends upon the highway traffic safety communicator, sentation, the media used, the manner of p r e ­ the message and the situation in which the idea is received. The highway traffic safety communicator should strive to develop public support for the traffic safety program. He must inform and convince press, radio and television representatives to support and disseminate those messages which are intended to curtail the traffic toll. Representatives of the mass media are sensitive to the problems of highway traffic safety. National surveys have shown that the role of the mass media, collision prevention, ‘ in is important and can be improved. Motorists seem to expect some solutions of highway traffic safety problems through the mass media. 141 Mass highway traffic safety communications should convince the public to adopt safety innovations. A con­ tinued effort by both mass media and face-to-face com­ munication through highway traffic safety legislative and community leaders is a necessity. It would seem, therefore, that the findings of this study further emphasize the need for the continued personal delivery by Highway Traffic Safety Center per­ sonnel of releases and/or materials to the newspapers, radio and television stations of the state of Michigan and increasing the service wherein possible. Abstracts of this study, specifically prepared for and delivered to press, radio or television media in Michigan would establish personal contact as well as report to those media the results of their representative's participation in the study. In addition, this discussion would not fulfill its purpose if it lacked comment relating to the develop­ ment of a "communication awareness" among present and future secondary driver education instructors. Hopefully this will provide the basis for personal, local and pro­ fessional highway safety communications and/or materials desired by respondents to this study. Even though Michigan's media view the "scare" technique as useful, research indicates that it has little chance to help traffic safety. Even if emotions 142 are suitably aroused, the methods of capitalizing on them are not usually clear and probably the receivers will then be confused. Man's need for sleep imposes a limit on the media's work day. Highway traffic safety messages are available by the ton or hour, but the users of the high­ way transportation system take them by the ounce or minute. The mass media reader, listener or viewer wants information and/or entertainment, not instructions, during his driving or leisure time. The role of the mass media in accident prevention, therefore, is to make c e r ­ tain the ounce or minute of the traffic safety message which is accepted by the receiver influences him to become a safer user of the nation's highway transportation system. Nevertheless, all audiences must be made aware of how highway accidents can be avoided. They must know what is being done— or what is not being d o n e — to prevent motor vehicle accidents. This information, provided by highway traffic safety communicators, must be based upon local facts and research. A model for effective media contact by highway traffic safety communicators, therefore, must be based upon specific local information. the model to make assumptions; There is no room in all information needs to be factual and localized if traffic safety educators 143 desire to establish credibility with the media personnel making comments in this dissertation. There is reason to hope that traffic safety communications based on this theory will be considerably more effective than past efforts. SELECTED BIBLIOGRAPHY SELECTED BIBLIOGRAPHY Books Adams, Julian, and Stratton, Kenneth. Press Time; Student Journalism. Englewood Cliffs, N .J .t PrenticeHall, Inc., 1969. Albig, William. Public O p i n i o n . Row, Publishers, 1939. New York: Harper & Arnold, Edmund C., and Krieghbaum, Hillier. The Student Journalist: A Handbook for Staff and A d v i s o r . New York: New York University Press, 1963. Barnlund, Dean C. Interpersonal Communication: Survey and Studies. 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East Lansing, Michigan, Towne Courier; Meridian, Michigan, Towne Courier; and Williamston, Michigan, Okemos Enterprise. August 6, 1971, 10:00 A.M. Sarbaugh, Dr. Lawrence, Professor. College of Communi­ cation Arts, Michigan State University. East Lansing, Michigan, July 8, 1971, 9:00 A.M. and August 9, 1971, 2:00 P.M. Ward, John, News Editor. The State J o u r n a l . Michigan, July 27, 1971, 9:25 A.M. Lansing, 151 Publications of Organizations Adams, Jim. "COMMENT; Implementation of Traffic Safety Research R e s u l t s ." Man and the Traffic P r o c e s s . Washington, D.C.: Insurance Institute for Highway Safety, Suite 711, Watergate Office Building, 2600 Virginia Avenue, N.W., 20037, 1969, American Automobile Association. Driver Research P r o ­ jects . Washington, D.C.: American Automobile Association, 1712 "G" Street N . W . , 20006, 1955. Banzhaf, Dr. John F., III. "Some Novel Legal Issues." Key Issues in Highway Loss Reduction. 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Rochester, M i ,: Mott Center for Community Affairs, Oakland University, 48063, September, 1965, Summary Report of Recommendations All Study G r o u p s . Rochester, Mi.: Mott Center for Com­ munity Affairs, Oakland University, 48063, 1965. O'Day, James, ed. Driver Behavior: Cause and E f f e c t . W a s h i n g t o n , D . C .: Insurance Institute for Highway Safety, Suite 711, Watergate Office Building, 2600 Virginia Avenue N . W , , 20037, 1968. Parsey, John M., research director. What Influences Choices? East Lansing: NPAC, Wells Hall, Michigan State University, 48823, SEARCH, IV, No. 1 {January, 1958). Where Do They Get Their Information? East Lansing: NPAC, Wells Hall, Michigan State U n i ­ versity, 48823, AGRISEARCH, I, No. 1 (June, 1955) Research Committee, School and College Conference. Pre­ liminary R e p o r t . Chicago: School and College Conference, National Safety Council, 425 North Michigan Avenue, 60611, 1955. ________ . 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Traffic Safety; Strategies for Research and Action" H a r t f o r d , C o n n .: The Travelers Research Center, Inc., 250 Constitution Plaza, 06103, 1968. White, Elmer E., executive secretary, Michigan Newspaper Directory & Rate Book 1 9 7 1 . East Lansing: Michigan Press Association, 257 Michigan A v e . , 48823, 1971. Unpublished Materials Beach, Ruth. "The Effect of a 'Fear-Arousing1 Safety Film on Physiological Attitudinal and Behavioral Measures: Pilot Study." Safety Research and Education Project. New York: Columbia University, 1964. (Mimeographed.) DeSantis, Richard Phillip. "A Descriptive Study of Strategies Used in Three Dissimilar Communication Campaigns for the Purpose of Making Generalized Applications to the Field of Traffic Safety," Unpublished Ph.D. dissertation, Michigan State University, 1970. England, George A. "How Can Public Information and Safety Education Assist in Solving Critical Issues Facing Motor Vehicle Administration and Enforcement?" Address to AAMVA Public Information Seminar, April 17-20, 1967, Sheraton Silver Spring Motor Inn, Silver Spring, Maryland, 20900, reprint. Governor's Special Commission on Traffic Safety, "Inform­ ing the Public." Lansing: Governor's Special Commission on Traffic Safety, September 23, 1964. Hartman, Dr. Charles H. "Research Challenges in Driver Education and Driver Licensing," Address to Highway Research Board, Special Anniversary Session, Sheraton-Park Hotel, Washington, D.C., January 21, 1971, reprint. Hogan, Lawrence J, "Are We Reaching the Man Behind the Wheel?" Address to AAMVA Public Information Seminar, April 17, 1967, Sheraton Silver Spring Motor Inn, Silver Spring, Maryland, 20900, reprint. APPENDICES APPENDIX A LETTERS OF TRANSMITTAL NEWSPAPER Highway Traffic Safety Communications Survey Box 2212, Michigan Avenue Station Lansing, Michigan 48911 All of the media have contributed substantially to efforts to further highway traffic safety. As a newspaperman, you are in a unique position to suggest communication needs and/or ways to reduce highway traffic accidents. It is my desire to get opinions of people in your position to guide me in planning and developing highway traffic safety communication materials. Will you please take the time to complete the enclosed questionnaire, adding comments w h i c h you would consider important? Respectfully requested, Lloyd M. Williams, Graduate Assistant Traffic Safety Information Exchange Room 58, Kellogg Center Michigan State University East Lansing, Michigan 48823 LMW:j j Enclosure 155 RADIO Highway Traffic Safety Communications Survey Box 2212, Michigan Avenue Station Lansing, Michigan 48911 All of the media have contributed substantially to efforts to further highway traffic safety. As a broadcaster, you are in a unique position to suggest communication needs and/or ways to reduce highway traffic accidents. It is my desire to get opinions of people in your position to guide me in the planning and development of highway traffic safety communication materials. Will you please take the time to complete the enclosed questionnaire, adding comments which you would consider important? Respectfully requested, Lloyd M. Williams, Graduate Assistant Traffic Safety Information Exchange Room 58, Kellogg Center Michigan State University East Lansing, Michigan 48823 LMW:jj Enclosure 156 TELEVISION Highway Traffic Safety Communications Survey Box 2212, Michigan Avenue Station Lansing, Michigan 48911 All of the media have contributed substantially to efforts to further highway traffic safety. As a television broad­ caster, you are in a unique position to suggest communication needs and/or ways to reduce highway traffic accidents. It is my desire to get opinions of people in your position to guide me in the planning and development of highway traffic safety communication materials. Will you please take the time to complete the enclosed questionnaire, adding comments which you would consider important? Respectfully requested, Lloyd M. Williams, Graduate Assistant Traffic Safety Information Exchange Room 58, Kellogg Center Michigan State University East Lansing, Michigan 48823 LMW:j j Enclos ure 157 APPENDIX B QUESTIONNAIRES NEWSPAPER highway traffic safety communications survey Lloyd M. Michigan Williams, Graduate Assistant State University Highway Traffic Safety Center East Lansing, Michigan 4 8 823 NEWSPAPER QUESTIONNAIRE Please check and/or rank your answers to the following questions. Comments will evaluate* as well as aid, in the planning of future highway traffic safety communications for printed media. 1, You or someone at your plant receives many materials from public and private organizations promoting traffic safety in one form or another. You may find the information you receive from some organizations is more useful than from others. {Please check how useful.) A. From private organizations; such as the Safety Council, AAA, or from insurance companies: Very useful Useful _____ Somewhat useful Not at all useful COMMENT: B. From police, hospitals, and other information sources about highway accidents, deaths, injuries, property damage, etc: _____ Very useful Useful Somewhat useful Not at all useful COMMENT: C. From federal, state, and local governments on highway traffic safety research, standards, and other programs: . Very useful Useful Somewhat useful Not at all useful COMMENT: newspaper Q u e s t i o n n a i r e - 2 159 D. From Michigan State University's Highway Traffic Safety Center: Very useful Useful Somewhat useful Not at all useful ' COMMENT: 2. flank in order the public or private organizations which provide you with the most useful communications relating to highway traffic safety. (Please select 1st, 2nd and 3rd: more if you wish.) AAA Highway Traffic Safety Center# Michigan State University _____ Insurance industry Local police Michigan Driver Education Association Michigan Good Roads Federation Michigan Office of Highway Safety Planning Michigan Department of State Police Michigan Safety Council and/or National Safety Council Michigan Women For Highway Safety Michigan Traffic Improvement Association Traffic Safety for Michigan Wire services None Others (specify) :_______________________________________________ COMMENT: 3. Among the various contributing factors of highway traffic safety# to which do you give the highest priority In your editorial# news# or fillGr spaces? (l = highest; 5 “ lowest; please rank each column.) EDITORIAL NEWS FIHERS Driver Practices ________ ____ ______ Highway Conditions — _____ ____ ______ Research ________ ____ ______ Traffic Laws _________ _____ ______ Traffic Legislation _______ ____ ______ Vehicle Condition ________ ____ ______ Others (specify): COMMENT: Newspaper Questionnaire - 3 160 t, In your opinion# approximately how many column inches per publication of editorial# news# and/or fillers does your publication devote to local# state and national highway traffic safety communication? (Please check.) 20 in. 15 in. 10 in. 5 in. U in". 3 in. 2 in. 1 in. 5, Why do selected factors in question #3 gst the most attention? in order of your preference.) Available material Communicator credibility Interest to reader Preparation style No opinion Others (specify) 0 in. (Please rank COMMENT: 6. How do you rate the "Scare" approach to highway traffic safety — i.e.# the holiday vieekend predictions, scoreboards, safety fillers# yearly totals and accident pictures or advertisements? Very good Good Fair Poor Unacceptable No opinion COMMENT: What aspect(s) of highway traffic safety do you believe is (are) most neglected by those who prepare the releases? (Please check one or all.) A. In general news coverage Causes of accidents Needed legislation News of enforcement Status of legislation Other (specify): B. In public education and promotion Highway conditions Legislative action Point system Techniques of communication Vehicle Inspection Other (specify): COMMENT: COMMENT: What kinds of additional Information relating to highway traffic safety would be most helpful to your newspaper in day-to-day coverage? tnewspaper Q u e s t i o n n a i r e - 4 161 9, What purpose do you believe highway traffic safety promotion should serve? 10, What are the first things you look for in a highway traffic safety communication? 11, What appeals do you direct to the driver and/or weekend reader? Alcohol/dxugs and driving Official highway traffic warnings Point system "Scare" Scenic and/or vacation trips ''Scoreboard'' None Other (specify) J________ __________________________ COMMENT: 12. Did your publication receive* from the Highway Traffic Safety Center's Communication Office, the following releases: (Please comment regarding publication.) A. "NEWS FILIERS"? _____Yes No COMMENT: B. Dr. Al King's "SNOWMOBIIE STUDY" editorial material? Yes No COMMENT: C. Regional meeting of Michigan Women For Highway Safety? Yes _ _ No COMMENT: B. "BREATHALYZER RECERTI FICATION" press conference and luncheon? Yes No COMMENT: Ite’ .-rspaper Questionnaire - 5 • 162 T>. Did your newspaper send a representative to the "Breathalyzer Recertification" press conference and luncheon? _____ Yes ____ No " Not notified COMMENT: •#, Which topics would you recommend for an in-service workshop for highway traffic safety communications preparation personnel? (Please rank in the order of your preference.) A Measure of Success: Self Criticism Competition for Public Service Space Functions of the Local Press jOrganizing a Public Service Schedule _Press - Highway Traffic Safety Jargon _Role and Responsibility of Communication Preparation Personnel _What is Hews? _Writing Style Others (specify): COMMENT: 15. Would you participate in a statewide and/or regional workwhop? Yes - Topic selection:_____________________________ No Undecided COMMENT: 16. Please rank the following safety communication objectives in the order you would have them presented to the workshop: To develop public awareness as well as willingness to support highway traffic safety (financially). To improve the public image of highway traffic safety administrators and/or communicators. To keep the public informed concerning purposes, accomplishments, and needs of highway traffic safety. Others (specify):________________________________________ COMMENT: THANK YOU for your assistance. Lloyd M. Williams RADIO R highway traffic safety communications survey M. Williams, Graduate Assistant Michigan State University Highway Traffic Safety center East Lansing, Michigan 48821 Lloyd RADIO QUESTIONNAIRE [please check and/or rank your answers to the following questions. Comments will avaluate, as well as aid, in the planning of future highway traffic safety communications |for the broadcast media. 1. You or someone at your station receives many materials from public and private organizations promoting traffic safety in one form or another. You may find the information you receive from some organizations is more useful than from others. (Please chock how useful.) A. From private organizations; such as the Safety Council, AAA, or insurance companies: Very useful Useful Somewhat useful Not at all useful COMMENT: B. From police, hospitals, and other information sources of highway accidents, deaths, injuries, property damage, etc: Very useful Useful Somewhat useful Not at all useful COMMENT: C. From federal, state and local governments on highway traffic safety research, standards, and other programs: Very useful ^Useful Somewhat useful Not at all useful COMMENT: 163 ladlo Q u e s t io n n a ir e - 2 164 D. From Michigan State University's Highway Traffic Safety Center* Very useful JJseful Somewhat useful Not at all useful COMMENT: 2. In your opinion, what order of usefulness of communication relating to highway traffic safety results from the following public and/or private organizations? (Please rank in order 1, 2, 3: more if you wish.) AAA Highway Traffic Safety Center, Michigan State University _____ Insurance Industry Local police Michigan Driver Education Association Michigan Office of Highway Safety Planning Michigan Department of State Police Michigan Women For Hi^iway Safety National Safety Council Traffic Safety for Michigan Wire Services None _____ Others (specify)* ________ __________________________________ COMMENT: 3. In your opinion, approximately how much time of the daily news and/or editorial programming does your station devote to local, state and national highway traffic safety communication? (Please check. ) More k min. 3 mln. 2-§- min. 2 min. T§- min. 60 sec. 30 sec. None ^ Among the various contributing factors of highway traffic safety, to which do you give the highest priority in your editorial, news, or public service time? (l “ highest: 5 “ lowest) EDITORIAL NEWS PUBLIC SERVICE Driver Practices___________________ ________ ____ _____________ Highway Conditions __________ ____ _____________ Research___________________________ ________ ____ _____________ Traffic Laws_______________________ ________ ____ _____________ Vehicle Condition ____________ ____ _____________ Other (specify:) COMMENT: Radio Questionnaire - 3 165 5. Why do selected factors in question #4- get the most attention? (Please rank in order of preference.) Available material _____ Communicator credibility _____ Interest to listeners _____ Preparation style _____ Length of material _____ No opinion _____ Other (specify): COMMENT: 6. How do you rate the "Scare" approach to highway traffic safety — i.e.# the holiday weekend predictions, scoreboards, safety spots, and yearly totals? _____ Very good _____ Good _____ Eair Poor _____ Unacceptable No opinion COMMENT: ?, What apectc(s) of highway traffic safety do you believe is (are) most neglected? A. In general news coverage: _____ Causes of accidents _____ Needed legislation _____ News of enforcement _____ Status of legislation _____ Other (specify): COMMENT: B. In public education and promotion: _____ Highway conditions _____ Legislative action JPoint system _____ Techniques of communication _____ Vehicle inspection _Other (specify) t___________ COMMENT: E. What kinds of additional information relating to highway traffic safety would be most helpful to your station In day-to-day coverage? R I Badio Q u e s t i o n n a i r e - b 166 9. What appals do you direct to the driver and/or weekend listener? _____ Alcohol/drugs and driving _____ Official highway traffic warnings _____ Point system "Scare" _____ Scenic and/or vacation trips _____ "Scoreboard" _____ None _____ Other (specify)i COMMENT: 10. What purpose do you believe highway traffic safety promotion should serve? .1. What arc the first things you look for in a highway traffic safety communication? (length* timing* localized* fear* etc.) :2. Did your station receive* from the Highway Traffic Safety Center's Communication Office, the 30-second spots "KNOW-HOW MAKES THE DIFFERENCE"; the green, plastic box containing 30 public service announcements? A. B. Received? _____ Yes _____ No Programmed? _____ Scheduled, used _____ Scheduled, not used _____ Not used COMMENT: 13. Did your station send a representative to the "BREATHALYZER RECERTIFICATION" press/radio conference and luncheon? _____ Yes _____ No , Not notified COMMENT: idlo Questionnaire - 5 167 If, Which topics would you recommend for an in-service workshop for highway traffic safety communications prepration personnel? (Please rank in order of your preference.) A Measure of Success: Self Criticism _____ Competition for Public Service Time _____ Functions of the Local Radio Station _____ Organizing a Public Service Schedule Radio - Highway Traffic Safety Jargon _____ Role and responsibility of Communication Preparation Personnel _____ Script Style _____ What is News? _____ Others (specify): COMMENT: 5. Would you _____ _____ _____ participate in a statewide and/or regional workshop? Yes - Topic selection1 No Undecided COMMENT: 16. Please rank the following traffic safety communication objectives in the order you would have them presented to the workshop: _____ To develop public awareness as well as willingness to support highway traffic safety (financially). _____ To improve the public image of highway traffic safety administrators and/or communicators. _____ To keep the public informed concerning purposes* accomplishments, and needs of highway traffic safety. _____ Others (specify}:________________________________________________ THANK YOU for your assistance. Lloyd M. Williams TELEVISION w 1 I highway traffic safety communications survey Lloyd M. Williams, Graduate Assistant Michigan State University Highway Traffic Safety Center East Lansing, Michigan 4882J TELEVISION QUESTIONNAIRE Please check and/or rank your answers to the following questions. Comments will evaluate, as well as aid, in the planning of future highway traffic safety communications for the television media. 1. You or someone at your station receives many materials from public and private organizations promoting traffic safety in one form or another. You may find the information you receive from some organizations is more useful than from others. (Please check how useful.) A. From private organizations; such as the Safety Council, AAA, or insurance companies: _____ Very useful _____ Useful _____ Somewhat useful _____ Not at all useful COMMENT* B. From police, hospitals, and other information sources about highway accidents, deaths, injuries, property damage, etc* _____ Very useful Useful Somewhat useful _____ Not at all useful COMMENT: C. From federal, state, and local governments on highway traffic safety research, standards, and other programs: _____ Very useful Useful Somewhat useful Not at all useful COMMENT: 168 Television Questionnaire - 2 169 D. From Michigan State University’s Highway Traffic Safety Centert Very useful Useful _____ Somewhat useful Not at all useful COMMENT: Z. Hank in order the public or private organizations which provide you with the most useful communications relating to highway traffic safety. (Please select 1st, 2nd and 3rd; more if you wish.) AAA _____ Highway Traffic Safety Center, Michigan State University _____ Insurance industry _____ Local police _____ Michigan Driver Education Association _____ Michigan Office of Highway Safety Planning _____ Michigan Department of State Police _____ Michigan Women For Highway Safety _____ National Safety Council and/or local Council _____ Traffic Safety for Michigan _____ Wire services _____ None _____ Others (specify): ___________________________________________ COMMENT: 3. In your opinion, approximately how much time of the daily news and/or editorial programming does your station devote to local, state and national highway traffic safety communications ? (Please check.) More 10 min. 5 min. 3 min. 2 min. I? lain. 60 sec, 30 sec. None Among the various contributing factors of highway traffic safety, to which do you give the highest priority in your editorial, news, or public 3afety service time? (l = highest; 5 “ lowest) EDITORIAL NEWS PUBLIC SERVICE Driver Practices____________________________ ____ _____________ Highway Conditions ________ ____ _____________ Research___________________________ ________ ____ _____________ Traffic Laws ________ ____ _____________ Traffic Legislation ________ ____ _____________ Vehicle Condition _______ ____ _ _ _ _ _ _ _ Others (specify) : COMMENT: Television Questionnaire - 3 170 5, Why do selected factors in question #h get the most attention? (Please rank in order of your preference.) _____ Available material _____ Communicator credibility _____ Interest to listeners _____ Preparation style _____ No opinion _____ Other (specify) 1__________________________________ COMMENT: 6. How do you rate the "Scare" approach to highway traffic safety — i.e., the holiday weekend predictions, scoreboards, safety spots, and yearly totals? _____ Very good _____ Good Fkir _____ Poor Unacceptable _____ No opinion COMMENT: ?. What aspect(s) of highway traffic safety do you believe is (are) most neglected? A. In general news coverage: _____ Causes of accidents _____ Needed legislation _____ News of enforcement _____ Status of legislation _____ Other (specify) :_________________________________________________ COMMENT: E. In public education and promotion: _____ Highway conditions _____ Legislative action _____ Point system _____ Techniques of communication _____ Vehicle inspection _____ Other (specify):_________________________________________________ COMMENT: What kinds of additional information relating to highway traffic safety would be most helpful to your station in day-to-day coverage? ^Television Questionnaire - b I 171 ,9, What purpose do you believe highway safety promotion should serve? 10. What are the first things you look for in a highway traffic safety communication? 11. What appeals do you direct to the driver and/or weekend listener? Alcohol/drugs and driving _____ Official highway traffic warnings _____ Point system "Scare" _____ Scenic and/or vacation trips _____ "Scoreboard" None _____ Other (specify) :_____________________________________ COMMENT: 12. Did your station receive# from the Highway Traffic Office, the following 60-second "Safety Spots" and i-ublic service time? Receivedi Yes FTV-681 "SHARE THE ROAD" (Cars and Motorcycles) ___ 682 "SPEED & CHANGING CONDITIONS" ___ 633 "ALCOHOL AND TRAFFIC" ___ Safety Center’s Communication have you scheduled them for No Scheduled: Yes Ho ___ ___ ___ ___ ___ ___ __ __ __ 68b "FOLLOWING TOO CLOSELY"__________________ ____ ____ ___ ___ 685 686 701 702 703 "RAN OFF ROADWAY" "OBEYING TRAFFIC SIGNAL"_____________ ___ "BLOCKED VISION" ___ "COLLISION COURSE" "PASSING JUDGEMENT" ___ ___ ___ ___ __ __ __ 13- Did your station send a representative to the "BREATHALYZER RECERTIFICATION" press/TV conference and luncheon? _____ Yes _____ No _____ Not notified COMMENT: 5 Television Questionnaire - 5 172 Which topics would you recommend for an In-service workshop for highway traffic safety communications preparation personnel? (Please rank in order of your preference.) A Measure of Success: Self Criticism _____ Competition for Public Service Time _____ Functions of the Local Television Station Organizing a Public Service Schedule _____ Role and Responsibility of Communication Preparation Personnel _____ Script Style _____ Television - Highway Traffic Safety Jargon _____ What is News? _____ Others (specify)* COMMENTi 15. Would you participate in a statewide and/or regional workshop? _____ Yes - Topic selection * No _____ Undecided COMMENT: 16, Please rank the following safety communication objectives in the order you would have them presented to the workshops _____ To develop public awareness as well as willingness to support highway traffic safety (financially). _____ To improve the public image of highway traffic safety administrators and/or communicators, _____ To keep the public Informed concerning purposes# accomplishments# and needs of highway traffic safety, _____ Others (specify); COMMENT* THANK YOU for your assistance. Lloyd M, Williams 1 APPENDIX C N UMBER AND PERCENTAGE OP RESPONDENTS ANSWERING QUESTIONNAIRE ITEMS NEWSPAPER highway traffic safety communications survey :Lloyd M. Williams, Graduate Assistant M ic h ig a n State University Highway Traffic Safety Center East Lansing, Michigan 48823 NEWSPAPER QUESTIONNAIRE : Please check and/or rank your answers to the following questions. Comments will ) evaluate, as w e ll as aid, In the planning of future highway traffic safety communications for printed media. 1. You or someone at your plant receives many materials from public and private organizations promoting traffic safety in one form or another. You may find the Information you receive from some organizations is more useful than from others. (Please check how useful.) A. From private organizationsj such as the Safety Council, AAA, or from insurance companies: 17 Very useful 16.35% Useful 48.08% 97.12% = Useful 50 Somewhat useful 32.69% 2.89% 3 Not at all useful COMMENT: Appendix E., Part 1 B. From police, hospitals, and other information sources about highway accidents, deaths, injuries, property damage, etc: 55.88% JU­ Very useful 99-02% = Useful JJseful 32,35% 11 Somewhat useful 10.78% 1 Not at all useful 0 .98% COMMENT: Appendix Part 1 JU. C. From federal, state, and local governments on highway traffic safety research, standards, and other programs: 17 .82 % 8 Very useful 39.60% 40 Useful 97.03% = Useful 39-60% 40 Somewhat useful Not at all useful 2.97% COMMENT: Appendix e » Part 1 173 Newspaper D. Questionnaire - 2 174 From Michigan State University’s Highway Traffic Safety Center: 17 Very useful 18.28% 32.26% 91.A0% = Useful 30 Useful AO.86% 38 Somewhat useful 8.60% 8 Not at all useful COMMENT: Appendix E, Part 1 2. Rank in order the public or private organizations which provide you with the most useful communications relating to highway traffic safety. (Please select 1st, 2nd and 3rd: more if you wish.) 22 AAA 23 •*0% 5 Highway Traffic SafetyCenter* Michigan State University 5.32% 0 Insurance industry ® •00% 37 Local police 39.36% 0 Michigan Driver Education Association 0 .00% 0 Michigan Good Roads Federation 0.00% 0 Michigan Office of Highway Safety Planning 0.00% 13 Michigan Department of State Police 13.83% 5 Michigan Safety Council and/or National Safety Council 5.32% 1 Michigan Women For Highway Safety 1.06% 0 Michigan Traffic Improvement Association 0.f)0% 3 Traffic Safety forMichigan 3.19% 6 W ire services 6 .38% 0 None 0.00% 2 Others (specify): 2.13% COMMENT: Appendix E, Part 2 3. Among the various contributing factors of highway traffic safety* to which do you give the highest priority in your editorial* news, or filler spaces? (l = highest; 5 “ lowest; please rank each column.) EDITORIAL NEWS FILIERS Driver Practices Al = 50.62% 29-32.22% 3A = 6 5.39% 6 = ■ 7. Al% 2A=26.67% 2 = 3-85% Highway Conditions 6 = 11,5A% Research A - 4.9^t% 7= 7.79% 18=20.00% 5 = 5.65% 11 = 13.56% Traffic Laws 6= 6 .67% 3 = 5-77% Traffic legislation 15 = 18.52% 2= 2 .22% 2 = 3-85% 2 = 2.^7% Vehicle Condition 0 = 0 .00% a = "a :a a % Others (specify) : 2 = 2.A7% COMMENT: Appendi x E , Part 3 .'Newspaper Questionnaire — 3 q 175 b. In your opinion* approximately how many column inches per publication of editorial* news* and/or fillers does your publication devote to local* state and national highway traffic safety communication? (Please check.) 19 16 19 21 3 't 5 1 3 20.883; 17^58% 20.88% 23.08% 3.30* k.kQ% 5.50* 1.10* 3.30* 20 in. 15 in. 10 in. 5 in. b in. 3 in. 2 In. 1 in. 0 in. 5. Why do selected factors in question #3 get the most attention? (Please rank in order of your preference.) 19 Available material 23.17* I* Communicator credibility **•88% 5& Interest to reader 68.29* 1 Preparation style 1.22* 0 No opinion 0.00* 2 Others (specify) :___________ 2 . k k % ________________________________ COMMENT: Appendix E , P a r t k 6, How do you rate the "Scare" approach to highway traffic safety — i.e.* the holiday weekend predictions* scoreboards, safety fillers, yearly totals and accident pictures or advertisements? 17 Very good 16.19* 32 Good 30.k 8 % 33 Fair 31.^3* 19 Poor 18.10* k Unacceptable 3.81* 0 No opinion 0.00* COMMENT: Appendix E , Part 6 7. What aspect(3) of highway traffic safety do you believe is (are) most neglected by those who prepare the releases? (Please check one or all.) A. In general news coverages 60 Causes of accidents *»2.55% 2k _Needed legislation 17*02% 30 News of enforcement 21.28% 25 Status of legislation 17.73% 2 Other (specify): 1.A2% ___________________________ B. In public education and promotion: 36 Highway conditions 29.51* 17 Legislative action 13*93* 2 k Point system 19.67% 18 Techniques of communication 1k . 75% 25 Vehicle inspection 20.A9% ___Other (specify): COMMENT:------------------------------------------------Appendix E, P a r t 7 COMMENT: Appendix H, P a r t 7 8. What kinds of additional information relating to highway traffic safety would bo. most hoi pful to your newspaper in day-to-day coverage? Appendi x E , Part 8 11 Newspaper Questionnaire - Ur ;| 17 6 9. What purpose do you believe highway traffic safety promotion should serve? S e v e n t y - two responses; 67- 23% of those answering the questionnaire. Appendix E, Part 9 | 10. What are the first things you look for in a highway traffic safety communication? S i x t y - n i n e responses; 64.49% of those answering the questionnaire. Appendix E, Part 10 11, What appeals do you direct to the driver and/or weekend reader? 60 Alcohol/drugs and driving ' 31.41% 48 Official highwaytrafficwarnings 25.13% 0.52% _J__ Point system 15__ "Scare" 7 .85% j>0__ Scenic and/or vacationtrips 26.18% 7 "Scoreboard" 3 .67% _4__ None 2.09% _J>__ Other (specify) J 3.14% COMMENT: “ Appendix E, Part 5 Did your publication receive, from the Highway Traffic Safety Center's Communication Office, the following releases: (Please comment regarding publication. A. "NEWS FTLIBRS"? 61 Yes 71.77% 24 No 28.23% COMMENT: See D. b e l o w B. Dr. A1 King's "SNOWMOBIIB STUDY" editorial material? 2j> Yes 31*65% No 68.35% COMMENT: See D. C. Regional meeting of Michigan Women For Highway Safety? 33 Yes 40.74% 48 No 59.26% COMMENT: See D. D, below below "BREATHALYZER RECERTIFICATION" press conference and luncheon? 24 Yes 31.58% 52 No 68.42% COMMENT: Appendix E , Part 11 newspaper Questionnaire - 5 ! 177 - p,. Did your newspaper send a representative to the “Breathalyzer Recertification" press conference and luncheon? k Yes t.Ot% So No 66.67% 29 Not notified29.29% COMMENT: Appendix E, Part 12 It. Which topics would you recommend for an in-service workshop for highway traffic safety communications preparation personnel? (Please rank in the order of your preference.) 3 A Measure of Success: Self Criticism t.t8% 3 Competition for Public Service Space t.t8% 23 Functions of the Local Press 3^- 33% 2 Organizing a Public Service Schedule 2 .99% 0 Press - Highway Traffic Safety Jargon 0.00% 9 Role and Responsibility of Communication Preparation Personnel 13.t3% 23 What is News? 3t.33% 1 Writing Style 1.t9% 3 Others (specify) :_______________________________________________ t.t8% COMMENT: Appendix E, Part 13 15. Would you 19 2t 50 participate in a statewide and/or regional workwhop? Yes - Topic selection:____ 20.43%___________________ No 25.81% Undecided 53-76% COMMENT: Appendix Part It V;. Please rank the following safety communication objectives in the order you would have them presented to the workshop: 28 To develop public awareness as well as willingness to support highway traffic safety (financially). 3t .15% 3 To improve the public image of highway traffic safety administrators and/or communicators. 3.66% 51 To keep the public informed concerning purposes, accomplishments, and needs of highway traffic safety. 62.20% 0 Others (specify): 0.00% COMMENT: None THANK YOU for your assistance. Lloyd M. Williams RADIO highway traffic safety communications survey Lloyd M. Williams, Graduate Assistant Michigan State University Highway Traffic Safety Center East Lansing, Michiqan 4882^ RADIO QUESTIONNAIRE flcase check and/or rank your answers to the following questions. Comments will evaluate, as well as aid, in the planning of future highway traffic safety communication for the broadcast media. 'J: I. You or someone at your station receives many materials from public and private organizations promoting traffic safety in one form or another. You may find the information you receive from some organizations is more useful than from others. (Please chock how useful.) A. From private organizations; such as the Safety Council, AAA, or insurance companies: Very useful Ifl .00% 38.00% 38 Useful 97-00% = Useful 18 Somewhat useful 18.00% 3 Not at all useful 3.00% COMMENT: Appendix E , Part 15 B. From police, hospitals, and other information sources of highway accidents, deaths, Injuries, property damage, etc: 56 Very useful 57-73% 19 Useful 19-59% 96.91% = Useful 19 Somewhat useful 19.59% Not at all useful 3-09% "COMMENT: Appendix E , Part 15 From federal, state and local governments on highway traffic safety research, standards, and other programs: Ilf _Very useful Ilf.29% 39 -80% _22_ .Useful 92.86% = Useful 38.78% -1&. .Somewhat useful Not at all useful 7.1 lf% COMMENT: Appendix E , Part 15 178 dio Questionnaire - 2 179 D. From 10 32 25 Michigan State University's Highway Traffic Safety Center* 13.16% Very useful 42.11% 88.16% = Useful Useful 32.90% Somewhat useful Not at all useful 11.81*% "COMMENT: Appendix E, Part 15 In your opinion# what order of usefulness of communication relating to highway traffic safety results from the following public and/or private organizations? (Please rank in order 1, 2, 3; more if you wish.) 1*7 AAA 48.45% 1 Highway Traffic Safety Center# Michigan State University 2 Insurance industry 2.06% 23 Local police 23.71% 0 Michigan Driver Education Association 0.00 0 Michigan Office of Highway SafetyPlanning 0.00 11 Michigan Department of State Police 0 Michigan Women For Highway Safety ooo* 9 National Safety Council 1 Traffic Safety for Michigan 1■ 2 Wire Services 2.06% 0 None ® 1 Others (specify) :__________________________________________ ^ .03% COMMENT! Appendix E, Part 16 Please see TABLE 4.12 for Rank Orderof these organizations; 1st through 7th place rankings by radiorepresentatives. In your opinion# approximately how much time of the daily news and/or editorial programming does your station devote to local# state and national highway traffic safety communication? (Please check.) Appendix E, Part 18 . , iq 12 14 2 20 6 16 1_____ J ___ More 4 min. 3 min. 2 f min. 2 min. !§■ min. 60 sec. 30 sec. None 16.13% 12.90% 15.05% 2.15% 21.51% 6.45% 17.20% 7.53% 1.08% Among the various contributing factors of highway traffic safety# to which do you g i v e the highest priority in your editorial# news# or public service time? (l ■= highest; 5 " lowest) EDITORIAL NEWS PUBLIC SERVICE Driver Practices 11— 5 0 . 0 0 % 14— 1 8 . 1 8 % 45— 5 6 . 9 6 % Highway Conditions 5~22.73% T 9 - 6 3 .64 % lj~ 16.46% Research 2~~ ^ •09% 2~ 2 . 5 8 % *V»t>'9% Traffic Laws 2~ ^ •09% 10~ 12 .9 9yo g— 1 1 . 3 9% Vehicle Condition 1~ 4 . 54% 1~ 1 . 3 0% 6 ~ *'7.59% Other (specify:) 5’754% ■[— 1 . 3 0 % o~ u .u0% COMMENT: Appendi x E , Part 19 iio Questionnaire - 3 180 .......... Why do selected factors in question get the most attention? (Please rank in order of preference.) 21 Available material 28.38% 9 Communicator credibility 12.16% 96 Interest to listeners 1*8.65% 4 Preparation style 5.1*1% 1 Length of material 1.35% 0 No opinion 0.00 9 Other (specify) !____________ 1*.05%___________________ COMMENT: Appendix E, Part 20 6. How do you rate the "Scare" approach to highway traffic safety — i.e.* the 1 holiday weekend predictions, scoreboards, safety spots, and yearly totals? V o v n t good 26-26% 26 Very 26.26% 28 Good 28.28% 25 Fb-lr 25.25% 11* Poor 11*. 11*% 5 Unacceptable 5-05% 1 No opinion 1.01% COMMENT: Appendix E, Part 22 ?. What apects(s) of highway traffic safety do you believe is (are) most neglected? A. In general news coverage: 37 Causes of accidents 35-92% 18 Needed legislation 17. 1*8% 28 News of enforcement 26.92% 15 Status of legislation ll*.l*2% 6 Other (specify) :________ 5.77%______________________________________ COMMENT: Appendix E, Part 23 ii. In public education and promotion: 1k Highway conditions 13•86% 19 Legislative action 18.81% 21 Point system 20.79% 20 Techniques of communication 19-80% 21 Vehicle Inspection 20.79% 6 Other (specify) t_____________ 5_-9i*%_______________________________ COMMENT: Appendix E, Part 2 k E. What kinds of additional information relating to highway traffic safety would be most helpful to your station in day-to-day coverage? Appendix E, Part 25 Forty-eight responses; 1*7-06% of those answering. ifedio Questionnaire - 4 ! 181 :9, What anpeals do you direct to the driver and/or weekend listener? 65 Alcohol/drugs and driving 29.28% 50 Official highway traffic warnings 22.52% 3 Point system 1.35% 30 "Scare" 13-51% 36 Scenic and/or vacation trips 16.22% 31 "Scoreboard" 13-96% 0 None 0.00 7 Other (specify) :____________________ 3.15%_______________________ COMMENT 1 Appendix E, Part 26 10. What purpose do you believe highway traffic safety promotion should serve? Appendix g., Part 27 5 Seventy-nine responses; 77-^5% of those answering. 11. What arc the first things you look for in a highway traffic safety communication? (length, timing, localized, fear, etc.) | Appendix E, Part 21 Eighty-nine responses; 87-25% of those answering. i Did your station receive, from the Highray Traffic Safety Center’s Communication Offico, the 30-second spots "KNOW-HOW MAKES THE DIFFERENCE"; the green, plastic box containing 30 public service announcements? Received? £ a A. CO I/.. 6^ No Programmed? 1k Scheduled, used 2 Scheduled, not used 2 Not used COMMENT: 21.69% 78.31% 77-78% 11.11% 11.11% Appendix E, Part 17 13- Did your station send a representative to the "BREATHALYZER RECERTIFICATION" press/radio conference and luncheon? if Yes 3 •o0% 65 No 58,56% J*2 Not notified 37-8**% COMMENT: None dlo Questionnaire - 5 182 Which topics would, you recommend for an In-service workshop for highway traffic safety communications prepratIon personnel? (Please rank in order of your preference.) 6 A Measure of Success s Self Criticism 10.71% 5 Competition for Public Service Time 8.93% 18 Functions of the Local Radio Station 32.1*»% q Organizing a Public Service Schedule 8.93% ? Radio - Highway Traffic Safety Jargon 3*57% 3 Role and responsibility of Communication Preparation Personnel 5.36% 5 Script Style 8.93% 11 What is News? 19*6*f% ] Others (specify) :_______________________________________________ jj 79% COMMENT: None Would you participate in a statewide and/or regional workshop? lb Yes - Topicselection* 39.08%____________________________________ n no v r m hn Undecide d 45.98% COMMENT: Appendix E, Part 28 Please rank the following traffic safety communication objectives in the order you would have them presented to the workshop: q ^ 17 To develop public awareness as well as willingness to support highway traffic safety (financially). It To improve the public image of highway traffic safety 4-94-d administrators and/or communicators. 57 To keep the public informed concerning purposes, accomplishments, 70.37% and needs of highway traffic safety. 7 7n5, 3 Others (specify): Appendix E, Part 29 THAUK YOU for your assistance. Lloyd M. Williams TELEVISION ! highway traffic safety communications survey Lloyd M. Williams, Graduate Assistant Michigan State University Highway Traffic Safety Center East Lansing, Michigan 48823 TELEVISION QUESTIONNAIRE Please check and/or rank your answers to the following questions. Comments will (evaluate, as well as aid, in the planning of future highway traffic safety communications . z oyo '0 -'0 .00% j — 1 1 . L L Y o Research 1 - 1 1 .11% 1- 6 . 2 5 % ' 4 - 2 4 . 7 1 % Traffic Laws 0 - 0 .00% Traffic Legislation 1 - 1 1 .11% 1- 6 . 2 5 % 5.87% Vehicle Condition 1 - 1 1 .11% 1- 6.25%_. o- 0 .00% Others (specify): 0 0 .00% 0 - 0 .00% COMMENT: Appendix g, Part 34 levision Questionnaire - 3 185 YJhy do selected factors in question get the most attention? (Please rank in order of your preference.) 1Q Available material 50.00% 0 Communicator credibility 0.00 8 Interest to listeners 40.00% 0 Preparation 3 tyle 0.00 0 Ho opinion 0.00 ? Other (specify) :___________ 10.00%___________________ COMMENT: Append!x E , Part 35 How do you rate the "Scare" approach to highway traffic safety — i.e.# the holiday weekend predictions, scoreboards, safety spots, and yearly totals? T - S "5 7 6004 Fair Poor ^Unacceptable No opinion "COMMENT: 3®:7sl| « . « * - Good 17-39% 30.45% 8 .70% 0.00 Append! x E , Part 37 '.hat aspect(s) of highway traffic safety do you believe is (are) most neglected? A. In general news coverage: 7 Clauses of accidents 25.00% 10 Needed legislation 35.71% 6 News of enforcement 21.43% 2 Status of legislation 7-14% ^ Other (specify) :__________ 10.71%___________________________________ COMMENT: None B. In public education and promotion: 4 Highway conditions 14.82% 8 Legislative action 29.63% 1 Point system 3•70% 4 Techniques of communication 14.82% 10 Vehicle inspection 37-04% \ Other (specify) :______________ 3.70%________________________________ COMMENT: None What kinds of additional information relating to highway traffic safety would be most helpful to your station In day-to-day coverage? Appendix E, Part 38 Nine responses; 39-13% of those answering. elevislon Questionnaire - 4- 186 9. What purpose do you believe highway safety promotion should serve? Appendix E, Part 39 Twelve responses; 52.17% of those answering. . What are the first things you look for in a highway traffic safety communication? Appendix e . Part 40 Thirteen answers; 56.52% of those answering. What appeals do you direct to the driver and/or weekend listener? jj__Alcohol/drugs and driving 33.33% H __ Official highway trafficwarnings 28.21% _Q__ Point system 0.00 Jt__"Scare" 10.26% Scenic and/or vacation trips 7.69% _6__"Scoreboard" 15.39% _2__Hone 5.13% _Q__Other (specify) :____________________ 0.00 COMMENT: Appendix E, Part 36 . Did your station receive, from the Highway Traffic Safety Center's Communication Office, the following 60-second "Safety Spots" and have you scheduled them^ for t,ublic service time? 12 of 23 questionnaires returned; 52 .17% answered this item. Received: Yes No Scheduled: Yes No FTV-601 "SHARE THE ROAD" (Cars and Motorcycles) 5 _5_ ___ 682 "SPEED & CHANGING CONDITIONS" 6 _ 6 _ ___ 633 "ALCOHOL AND TRAFFIC" CPA "FOLLOWING TOO CLOSELY" 685 "BAN OFF ROADWAI" 686 "OBEYING TRAFFIC SIGNAL" -8— ___ ___ 701 "BLOCKED VISION" 10— --1£L- ___ 702 "COLLISION COURSE" 11 ___ JJL. ___ 703 "PASSING JUDGEMENT" 8 B. , Appendix E, Part 32 • Did your station send a representative to the "BREATHALYZER RECERTIFICATION" press/TV conference and luncheon? — 6 Yes 37.50% 6 No 37.50% 5 Not notified 31.25% COMMENT: _ None . ________ television Questionnaire - 5 | 187 [/;. Which topics would you recommend for an in-service workshop for highway traffic safety communications preparation personnel? (Please rank in order of your preference.) ^ 2 A Measure of Success: Self Criticism ’^ 3 Competition for Public Service Time A oil 1 Functions of the Local Television Station ^-25% 4 Organizing a Public Service Schedule ip 3 Role and Responsibility of Communication Preparation Personnel „ 0 Script Style n nn 0 Television - Highway Traffic Safety Jargon „ 2 What is News? 12.50% 1 Others (specify) t_____________________________________________ S.25% COMMENT: None 5, Would you participate in a statewide and/or regional workshop? 10 Yes - Topic selection: 47*62% 2-- Ho------------------J75?%-------------------9 Undecided 42.86% COMMENT: Appendix E, Part 41 Please rank the following safety communication objectives in the order you would have them presented to the workshop: 9 To develop public awareness as well as willingness to support highway traffic safety (financially). 45.00% 0 To improve the public image of highway traffic safety administrators and/or communicators. 11 To keep the public Informed concerning purposes* accomplishments, and needs of highway traffic safety. 55 *00 % _____ Others (specify):___________________________________________ COMMENT: None THANK YOU for your assistance. Lloyd M, Williams APPENDIX D POPULATION BY DISTRICTS j T~^ Mt^lMOlKNCr 454 P-- Figure D-l.— State of Michigan; 8 Reporting Districts 188 83 Counties Divided into NEWSPAPERS Location of Michigan Newspapers £= o Daily • W eekly riuiLr«Oil 3 HURON Uchui «-* utrol farCM ru t hni E l m e r E. Whfta, E x e c u t i v e S e c r e t a r y , M i c h i g a n Press A s s o c i a t i o n , Ne w s p a p e r D i r ectory A R a tebook, 1971# p p . 46 - 47. Michigan Figure D - 2 , — L o c a t i o n of Mich i g a n N e w s p a p e r s 189 190 DISTRICT ft 1 ARGUS-PRESS = D J.E. C a m p b el l, e d i t o r 201 East Exchange S t . OWOSSO, Ml. 48867 ENTERPRISE & OBSERVER = W Philip Power, publisher P., 0. Box 24.28 Livonia FARMINGTON, Ml. 48151 DAILY RECORD-LEADER = D David C. Elliot, managing editor **14 North State St. ALMA, M l . 48801 GAZETTE = W Frank M. Braendle, publisher 211 Wes t Ma in CARSON CITY, Ml. 48811 DAILY SENTINEL-STANDARD = D Fred M. Kidd, Jr., editor 114 North Depot IONIA, Ml. 48846 GRATIOT COUNTY HERALD = W John B. Stafford, editor 123 N. Main St. ITHACA, M l . 48847 THE DAILY NEWS = D Mack Wample, managing editor HERALD = W William C. Sliger, publisher 101 N. Lafayette SOUTH LYON, Ml. 48178 109 N. Lafayette GREENVILLE, Ml. St. 48838 THE STATE JOURNAL = D John D. Ward, news editor 120 E. Lenawee LANSING, Ml. 48919 INDEPENDENT = W Georgene W. Cantine, publisher 215 South Bridge St. GRAND LEDGE, M l . 48837 ADVERTISER = W Dwight C. Brown, publisher 13 Bridge Street SARANAC, Ml. 48881 INGHAM COUNTY NEWS « W Richard W. Brown, editor 222 West Ash MASON, Ml. 48854 BANNER-NEWS = W Dwight W. Cowden, publisher IONIA COUNTY NEWS = W Fred M. Kidd, Jr., publisher 114-116 N . Depot IONIA, M l . 48846 112 N. Pleasant BELDING, Ml. 48809 CLINTON COUNTY NEWS = W Rollin A. Huard, Jr., publisher 120 E. Walker Street ST. JOHNS, Ml. 48879 JOURNAL = W Arthur W. & Ethel J. Carstens, publishers 156 S . Ma in EATON RAPIDS, Ml. 48827 ENTERPRISE = W Harry Stapler, publisher 101 W. Grand River WILL1AMST0N, Ml. 48895 LIVINGSTON COUNTY ARGUS-DlSPATCH « W Richard Ode, managing editor 107 E. Grand River BRIGHTON, Ml. 48116 191 LIVINGSTON COUNTY PRESS = W Allen Nequette, managing editor ]11 N. Michigan HOWELL, Ml. 48843 SHIAWASSEE COUNTY JOURNAL = W Raymond L. Watkins, publisher 107-109 East 2nd St. PERRY, Ml. 48872 LOCAL REPUBLICAN = W John Gingus, publisher 126 South Main LESLIE, Ml. 49251 THE COMMUNITY NEWS * W Richard W. Brown, publisher Holt Plaza - P.O. Box 2 HOLT, Ml. 48842 MERIDIAN TOWNE COURIER * W Harry Stapler, publisher 423 Albert St. EAST LANSING, Ml. 48823 TIMES PRESS Fred J. Veith, publisher 100 E. Grand River LAINGSBURG, Ml. 48848 TIMES Robert T. Gharrity, managing editor 445 North Main MILFORD, M l . 48042 RECORD = W Charles H, Geiger, publisher 129 Division CLARKSVILLE, Ml. 49325 TOWNE COURIER = W Harry Stapler, publisher 423 Albert St. EAST LANSING, Ml. 48823 REPUBLICAN-TRIBUNE = W Franklin W. Sassaman £ Wells H. Rauser, publishers 114 E. Lovett St. CHARLOTTE, Ml. 48813 TOWN CRIER £ BRIEF SUN Charlotte B. Camp, publisher 110 1/2 North Clinton St. STOCKBRIDGE, Ml. 49285 Eugene R. Stone, publisher 125 E. Main EDMORE, Ml. 48829 WAVE * W REVIEW * W Richard Rudnicki £ Lena I. Klein, publishers 135 North Grand Ave. FOWLERVILLE, Ml. 48836 REVIEW £ OBSERVER = W Joseph J . Blackmore, publisher 333 Kent St. PORTLAND, Ml. 48875 SENTINEL = W John £ Gloria Nelson, publishers 135 Ma in St. SUNFI ELD, M l. 48890 Richard L. Foltz, publisher 1010 - 4th Ave. LAKE ODESSA, Ml. 48849 192 DISTRICT til NEWS = D CITIZEN = W David Tefft, news editor 340 E. Huron St. ANN ARBOR, Ml. 48106 Joseph Kargol , publisher 11901 Jos. Campau Ave. HAMTRAMCK, Ml. 48212 THE FREE PRESS = D Vincent Klock, news editor 321 Lafayette Blvd. DETROIT, MI. 48231 CLARION = W Charles G. Seed, publisher 313 Main St. ROCHESTER, Ml. 48063 COMMUNITY NEWS = W Ben Nathanson, publisher 16300 Harper MT. CLEMENS, Ml. 48224 THE NEWS * D Albert L. Abbott, news editor 615 Lafayette Blvd. DETROIT, Ml. 48231 COURIER = W Charles Hasse, publisher 1216 St. Clair River Dr. ALGONAC, Ml. 48001 THE PRESS = D John Kauffman, news editor 20 E. Mighigan Ave. YPSILANTI, Ml. 48197 EAGLE = D Ray G. Clift & Wesley F. W i 1lett, pub 1ishers 35612 Michigan WAYNE, Ml. 48184 TIMES HERALD = D Louis Dunn, news editor 907 Sixth St. PORT HURON, Ml. 48060 ADVANCE = W C. Neff Shorter, publisher 3281 Coolidge Hwy. BERKLEY, Ml. 48072 ALLEN PARKER = W William S. Melius, publisher 1661 Fort St., Lincoln Park ALLEN PARK, Ml. 48146 ANCHOR BAY BEACON = W Warren Stromberg, publisher 511 70 Wash ington NEW BALTIMORE, Ml. 48047 EAST SIDE NEWSPAPER GROUP = Ben Nathanson, publisher 16300 Harper DETROIT, Ml. 48224 ECCENTRIC = W Paul Neal Averill, publisher 1225 Bowers Street BIRMINGHAM, Ml. 48012 ENTERPRISE & LEGAL TIMES Ray Clift & Wesley Williett, pub 1ishers 330 Main St. BELLEVILLE, Ml. 48l11 EVENING NEWS = D David Bagnall, city editor 20 Wes t Fi rs t St. MONROE, Ml. 48161 193 EXPOSITOR = W LINCOLN PARKER = W Arthur £ Bonnie M. Brown, publishers 21 South Main YALE, Ml. *48097 W illiam S. M eliu s, 1661 Fort St. LINCOLN PARK, Ml . p u b lish er **8l**6 GUARDI AN-REVIEW = W MACOMB DAILY = D Roy Clift 6 Wesley Willett, publishers Patrick J. Sloan, news editor P. 0. Box 707 29215 Ford Rd. MT. CLEMENS, Ml . *480*43 GARDEN CITY, Ml . **8135 HERALD (TIMES) = W Walter W. & E. Virginia Schultz, publi shers 7*4230 Fulton ARMADA, Ml. *48005 HIGHLAND PARKER = W John P. Parks, publisher 30 Bartlett Ave. HIGHLAND PARK, Ml . *48203 JEWISH NEWS = W Philip Slomovitz, publisher 17100 W. 7-Mile Rd. DETROIT, Ml. *48235 JOURNAL = W Charles J. Hasse, publisher 1216 St. Clair River Dr. ALG0NAC, Ml. **8001 MAIL & OBSERVER - PLYMOUTH = W Philip Power, publisher P.O. Box 2*428 LIVONIA, Ml . *4815*4 MADISON NEWS = W John P. Parks, publisher 251 E. 9 Mi. Rd MADISON HEIGHTS, Ml. **8220 MESSENGER = W Harry E. Lester, publisher 1209 Monroe Ave. CARLTON , Ml . *4811 7 MESSENGER = W William S. Melius, publisher 1661 Fort St. LINCOLN PARK, Ml . *48l**6 MICHIGAN CHRONICLE = W JOURNAL AND EMMETT EXPRESS = W L. M. Quinn, editor Thomas A. & Nola J. Sadler, publishers *479 Ledyard 126 N . Ma in DETROIT, Ml . *48201 CAPAC, Ml. *4801*4 NEWS = W LEADER = W James A. Sherman, publisher Marguerite H. Webster, publisher 5 South Main CLARKSTON, Ml. *48016 25105 W. Warren DEARBORN HEIGHTS, Ml. **8127 NEWS = W LEADER = W Robert B. Edgar, publisher James A. Sherman, publisher 99 Kercheval Ave. 38 S. Washington GROSSE POINTE, Ml . **8236 OXFORD, Ml. 1*8051 194 NEWS = W John P. Parks, pub lisher 25) E. 9 Mi. Rd. FERNDALE, Ml. 48220 PRESS = W Robert Foley Smith, publisher 14510 Michigan DEARBORN, Ml. 48126 NEWS & FRANKLIN FOUR CORNERS PRESS * W PRESS = D Betty Lewis, publisher Jack Stroud, news editor 48 W. Huron St. 29455 Northwestern SOUTHFIELD, Ml. 48705 P.O. Box 9 PONTIAC, Ml. 48056 NEWS-HERALD = W Frank J. Beaumont, publisher RECORD = W 2245 Eureka Ave. William C. Sliger, publisher WYANDOTTE, Ml. 48192 101 North Center St. NORTHVILLE, M l . 48167 N. W. OAKLAND COUNTY HERALD-ADVERT SER Donald J. Campbell, publisher = W REDFORD OBSERVER = W 115 Martha St. Philip Power, publisher HOLLY, Ml. 48442 P. 0. Box 2428 LIVONIA, Ml. 48154 NOVI NEWS » W William C. Sliger, publisher REPORTER = W 101 N. Center St. Frederic Flox, publisher NORTHVILLE, Ml . 48167 139 Riley St. DUNDEE, M l . 48131 REPORTER = W Paul L. T u l l , p u b l i s h e r 106 W. M i c h i g a n Ave. SALINE, M l . 48176 OBSERVER = W P h i l i p H. Power, p u b l i s h e r P.O. Box 2428 LIVONIA, Ml. 48151 REVIEW = W M a r t i n A. C a r l s o n , p u b l i s h e r 30 N o r t h Broadway LAKE ORION, M l . 48035 OBSERVER = W M e lv in E. B l e i c h , p u b l i s h e r 124 West S t . C l a i r ROMEO, Ml. 48065 ROMULUS ROMAN = W Ray G. C l i f f & W es le y p u b li shers 330 Main S t . BELLEVILLE, M l . PARKLAND COURIER = W H ar ry H. Wei nba u, p u b l i s h e r 16862 Joy Road DETROIT, Ml. 48228 PETERSBURG SUN = W Frederic Flox, p u b lis h e r 139 R i l e y S t . DUNDEE, Ml. 48131 F. W i l l e t t , 48l11 SOUTHGATE SENTINEL * W W i l l i a m S. M e l i u s , p u b l i s h e r 1661 F o r t S t . LINCOLN PARK, M l . 48146 195 SPINAL COLUMN = W T. J. C o l f o r d , p u b l i s h e r Box 14 UNION LAKE, M l. 48085 THE LEGAL ADVERTISER & GAZETTE TIMES = W John P. Parks, publisher 251 East 9“Mile Rd. FERNDALE, Ml. 48220 ST. CLAIR COUNTYINDEPENDENT-PRESS = W Harry E. Atkins, Jr., generalmanager 504 S. Water MARINE CITY, Ml. 48039 THE REVIEW = W Harry Atkins, manager 693^7 Main St. RICHMOND, Ml. 48062 TAYLOR TRIBUNE = W William S. Melius, publisher 1661 Fort St. LINCOLN PARK, Ml. 48146 THE TROY TIMES = W Catherine Neff Shorter, publisher 37 East Maple TROY, Ml. 48084 THE BOOSTER & MILAN LEADER = W John P. S Barbara Stommen, publishers 5 W. Main MILAN, Ml. 48160 TIMES = W Kenneth R. Weidner, publisher 2702 Riverside Drive TRENTON, Ml. 48183 THE COURIER-MONROE AD-VENTURE = W Richard F. Daggert, publisher 727 East Main TEMPERANCE, Ml. 48182 TIMES HERALD = W Frank H. Bewick, publisher 22656 Michigan Ave. DEARBORN, Ml. 48124 THE DAILY SENTINEL = D Joy Smith, managing editor 45184 Cass UTICA, Ml. 48087 TIMES-HERALD & THE DRYDEN NEWS = W Thomas A. & Nola J. Sadler, publishers 137 Mp. Main ALMONT, Ml. 48003 THE DAILY TRIBUNE - D Grant W. Howell, managing editor 210 E. Thi rd St. ROYAL OAK, Ml. 48068 WARRENDALE COURIER = W Harry H. Weinbau, publisher 16862 Joy Road DETROIT, Ml. 48228 THE GUARDIAN = W Frank J. Beaumont, publisher 26330 E. Huron River Dr, FLAT ROCK, Ml. 48134 WEST SIDE COURIER = W Harry H. Weinbau, publisher 16862 Joy Road DETROIT, Ml. 48228 THE LEDGER STAR = W WESTLAND EAGLE = W Ray Clift & Wesley Willett, publishers Ray G. Clift & Wesley F. Willett, 26701 Michigan pub 1ishers INKSTER, MI. 48184 2211 N. Wayne Rd. WAYNE, Ml. 48185 WESTLAND OBSERVER = W Philip H. Power, publisher P. 0. Box 2428 LI VON IA1, Ml. 48 151 196 DISTRICT #3 MIDLAND, Ml. 124 S. McDonald St. 48640 BLADE-CRESCENT = W Robert A. Neuman, publisher 111 Eas t Ma in SEBEWAING, Ml. 48759 HURON DAILY TRIBUNE = D Clare J. Hewens, Jr., editor 211 N. Heisterman BAD AXE, Ml. 48413 CHRONICLE = W John Haire, publisher 6550 M a in CASS C I T Y , M l . 48726 THE JOURNAL = D Richard F. Shappel1 , news editor 200 E. First St. FLINT, Ml. 48502 COURIER = W William A. Engel, publisher Main Street UBLY, M l. 48475 THE NEWS « D James P. Brown, editor 203 So. Washington Ave. SAGINAW, M l . 48605 DEMOCRAT £ BAY COUNTY PRESS = W Richard E. List, publisher DAILY NEWS = D Norman C. Rumple, e d ito r TIMES = D David C. Miller, news editor 311 Fifth St. BAY CITY, Ml. 48706 ALCONA COUNTY REVIEW » W Ethel H. Chapelle, publisher 111 Lake Street HARRIS V I LLE, Ml., 48740 ARENAC COUNTY INDEPENDENT = W E. J. £ F. A. Perlberg, publishers 203 East Cedar STANDISH, Ml. 48658 309 - 9th Street Ml. 48706 BAY C I T Y , ENTERPRISE « W Marguerite Caswell, publisher 6008 State KINGSTON , M l . 48741 EXPRESS = W Owen A., Jr., £ Betty Rood, publishers 219 No. Saginaw St. DURAND, Ml. 48429 GAZETTE = W Kenneth J. £ Charlotte Taylor, publi shers 3957 Huron St. NORTH BRANCH, M l . 48461 ARGUS = W Thomas W. Howell, publisher 118 East Broad St. CHESANING, Ml. 48616 BANNER =W Robert £ Elizabeth Warren, publishers 4121 Main St. BROWN CITY, Ml. 48416 GENESEE COUNTY HERALD = W John A. £ Alice M. Harrington, publi shers 11738 Saginaw Street MT. MORRIS, M l . 48458 GENESEE COUNTY LEGAL NEWS = W Helen M. Gillett, publisher 111 W. Young Street CLIO, M l . 48420 197 GLADWIN COUNTY RECORD = W Paul D. Moon, publisher 400 West Cedar Ave. GLADWIN, Ml. *4862*1 JOURNAL = W Ernest J. LaPorte, publisher 111 E. Third St. PINCONNING, M l. 48650 HAMPTON OBSERVER = W Charles E. & Patricia McMartin, publishers 701 Elm St. ESSEXVILLE, M l . 48732 LAPEER COUNTY PRESS = W Robert M. Myers, publisher 69 Nepessing LAPEER, Ml. 48446 James D. Wilson, publisher 8719 State St. MILLINGTON, Ml. 48746 LABOR NEWS = W William J. Call & Walter R. Kackmeister, editors 817 E. Genesee St. SAGINAW, Ml. 48607 HERALD = W William A. Engel, publisher 1524 Main St. MINDEN CITY, M l . 48456 LEADER = W Marion & Beverly Stimer, publishers 716 No. Bridge St. LINDEN, Ml . 48451 HURON NEWS = W John C. Hewens & Clare J. Herens, Jr. pub 1ishers 8713 Lake St. PORT AUSTIN, M l . 48467 LEADER = W Robert C. Neumann, publisher 6427 Morris St. MARLETTE, Ml. 48453 HERALD = W INDEPENDENT = W Robert G. Silbar, publisher 125 South Leroy St. FENTON , M I. 48430 INDEX = W Bradley Owen, general manager 112 So. State DAVISON, Ml. 48423 IOSCO COUNTY NEWS = W J. Berkeley Smith, publisher 110W. State St. TAWAS CITY, Ml. 48730 JOURNAL = W Lloyd F. Buhl, publisher 4002 Chandler St. CARSONVILLE, Ml. 48419 MESSENGER = W Helen M. Gillett, publisher 111 West Young St. CLIO, Ml. 48420 MONITOR = W William & Joanne Langford, publishers 6071 Fulton St. MAYVILLE, Ml. 48744 MONITOR £ HEMLOCK HERALD = W Odessa R. Smazel, editor 140 W Sag inaw MERRILL, Ml. 48637 NEWS = W Clinton Grainger, publisher 613 South Main FRANKENMUTH, Ml. 48734 198 NEWS = W Morton D. Stebbins, publisher 1151*1 So. Saginaw GRAND BLANC, Ml. 48439 NEWS = W Paul B. Adams & Maxine E. Maul, publi shers 801 *i Miller Road SWARTZ CREEK, Ml. 48473 REPORTER = W Clinton Grainger, publisher 613 South Main REESE, Ml. 48734 REPUBLICAN-TRIBUNE = W Eldon W. Felker, publisher 43 South Elk SANDUSKY, M l . 48471 D. E. & R. E. Beebe, publishers 208 East Main FLUSHING, Ml. 48433 SANILAC COUNTY PRESS = W Elizabeth S. & Robert L. Warren, publi shers 14 West Lapeer PECK, Ml. 48466 OGEMAW COUNTY HERALD = W Robert S. Marshall, publisher 215 W. Houghton WEST BRANCH, Ml. 48441 SANILAC JEFFERSONIAN = W Carl Black, editor 66 Howard Ave. CR0SWELL, Ml. 48422 OSCODA COUNTY NEWS = W Keith W. Cournyer & Son, publishers MIO, M l . 48647 TAWAS HERALD = W Nelson E. & William Thornton, publi shers 408 Lake St. TAWAS CITY, M l . 48763 OBSERVER = W PIONEER TIMES = W Erne st J . L a P o r t e , p u b lish er 101 So. Ma in St. VASSAR, Ml. 48768 PRESS = W J. Berkeley Smith, managing editor 311 South State St. OSCODA, Ml. 48750 PRESS = W Karen L. Baxter, editor 408“10 Hancock St. SAGINAW, Ml. 48602 PROGRESS-ADVANCE = W Asel B. Collins, publisher 7232 E. Michigan Ave. PIGEON, Ml. 48755 RECORDER = W Lloyd F. Buhl, publisher 2534 Black River St. DECKERVILLE, Ml. 48427 THE BULLETIN = W Thomas J. M i t c h e l l , p u b lish er 124 Ross Street BEAVERTON, Ml. 48612 THE TOWNSHIP TIMES = W Rudolf Schmitt, Jr., publisher 6115 State SAGINAW, Ml. 48603 TIMES = W R. J. Busch, publisher 123 No. Fi rst St. HARBOR BEACH, Ml. 48441 TIMES = W C. Clair Cross, publisher 131 Bancroft iMLAY CITY, M l . 48444 199 TUSCOLA COUNTY ADVERTISER = W Rudolph H. Petzold, publisher 3*1** No. State St. CARO, Ml. **8723 UNION = W Paul W. Grim, publisher 336 So. Saginaw SAGINAW, Mi. **8655 VALLEY FARMER = W James Gerity, Jr., publisher 905 Henry BAY CITY, Ml . **8706 200 DISTRICT Hk Herbert W. Spendlove, editor 214 S. Jackson St. JACKSON, Ml. 49201 BLAZER = W Ben Wade, publisher 1124 Page Ave. JACKSON, Ml. 49203 DAILY NEWS = D Richard L. Connor, managing editor 33 McCol1urns HILLSDALE, Ml. 49242 CRESCENT = W Raymond K. Smith, publisher 150 N. Main CLIMAX, Ml. 49034 DAILY REPORTER = D Seton C. Bovee, editor 15 W. Pearl St. COLDWATER, Ml. 49036 ENTERPRISE = W Harry Macomber, publisher 11 East Main MANCHESTER, Ml. 48158 DAILY TELEGRAM = D Donald L. Frazier, editor 133 N. Winter St. ADRIAN, Mi. 49221 GAZETTE = W Robert Gordon Jones, publisher 126 N. Main BELLEVUE, Ml. 49021 ENQUIRER and NEWS = D Bruce H. McIntyre, managing editor 155 W. VanBuren BATTLE CREEK, Ml. 49016 HAN0VER-H0RT0N LOCAL * W Lloyd M. Baker, publisher 116 Wes t Mai n HANOVER, Ml. 49241 EVENING CHRONICLE = D Dean Broetzman, managing editor 115 S. Grand St. MARSHALL, Ml. 49068 HERALD = W James C. Lincoln, publisher 110 E. Logan Street TECUMSEH, Ml. 49286 EVENING RECORD = D George V. Mather, editor 111 W. Center St. ALBION, Ml. 49224 INDEPENDENT = W Robert E. Dunn, publisher 261 E. Chicago J0NESVILLE, M l. 49250 ADVANCE = W Duane DeLoach, publisher 131 S. Lane St. BLISSFIELD, MS. 49228 INDEX = W Blair C. Bedient, publisher 122 East Main HOMER, Ml. 49245 ARGUS = W Dwight L. Phi11ipps, publisher 88 W. Battle Creek St. GALESBURG, Ml. 49053 JOURNAL = W Raymond W. Smith, publisher 113 W. Ch icago S t. BRONSON, Ml. 49028 CITIZEN PATRIOT = D 201 LEADER = W Walter P. Leonard, publisher 8071 Main St. DEXTER, Ml. 48130 REG ISTER-TRI BUNE = W James E. Hawkins, publisher 114 Hammond UNION CITY, M l . 49094 LOCAL = W H. H. Farley, publisher 108 Tecumseh St. CLINTON, Ml. 49236 SIGNAL = W Richard W. Dobbyn, publisher 104 Maple St. SPRINGP0RT, Ml. 49284 MAPLE VALLEY NEWS = W John Boughton, publisher 110 Maple Street NASHVILLE, Mi. 49073 SQUARE Thomas 138 N . BATTLE NEWS = W Lina J. Pardee, publisher 12327 Spring Arbor Rd. CONCORD, Ml. 49237 STANDARD = W Walter P. Leonard, publisher 300 North Main CHELSEA, M l. 48118 NEWS = W Robert 6 B. H. Mather, publishers 237 E. Michigan Ave. GRASS LAKE, Ml. 49240 THE EXPONENT = W Wm. T. Schepeler, publisher 160 S. Main BROOKLYN, Ml. 49230 NEWS = W Rae S. Corliss, publisher Box 38 PARMA, Ml. 49269 THE FARMER'S ADVANCE = W Woodrow W, Wilcox, publisher 124 S. Main CAMDEN, M l . 49232 OBSERVER = W Robert G. Green, publisher 120 North Street M0RENCI, Ml . 49256 THE WRIGHT GUIDE = W Mary Ann Marker, publisher 100 Main St. WALDRON, Ml. 49288 OPTIC = W Stewart A. Graham, publisher 129 N. Main OLIVET, MI. 49076 POST-GAZETTE = W Edward Potter, publisher 113 S. Market St . HUDSON, Ml. 49247 DEAL = W S. Erickson, editor Di vi s ion CREEK, Ml. 49017 202 DISTRICT ff5 COMMERCIAL * D C h r i s t o p h e r Williams, e d i t o r 124 No. Main St. THREE RIVERS, Ml. 49093 ADVERTISER-RECORD = W Joseph A. Cox, publisher 169 South Washington CONSTANTINE, Ml. 49042 DAILY JOURNAL = D Douglas Bullock, editor 307 W. Chicago Road STURGIS, Ml. 49091 ARGUS = W Victor Spaniolo, publisher U. S. 12 Main St. EDWARDS BURG, Ml. 49112 DAILY NEWS = D David T. Hayhow, editor 203 Commercial St. D0WAGI AC, Ml. 49047 BERRIEN COUNTY RECORD = W Caryl A. Herman, publisher 111 Days Ave. BUCHANAN, Ml. 49107 DAILY STAR = D Jack E. Backer, editor 217 N. Fourth St. NILES, Ml. 49120 COMMERCIAL = W Meredith & Bernice Clark, publishers 109 South Main St. VICKSBURG, Ml. 49097 DAILY TRIBUNE = D Donald V. Schoenwether, editor 259 Kalamazoo St. SOUTH HAVEN, Ml. 49090 COMMERCIAL - RECORD = W Arther L. Lane, Jr., publisher 403 Lake Street SAUGATUCK, Ml. 49453 GAZETTE = D Daniel M. Ryan, editor 401 S . Burdi ck St. KALAMAZOO, Ml. 49003 COMMUNITY ENTERPRISE = W Dorthea Crocker, editor Telephone Building BRIDGMAN, Ml. 49106 THE HERALD-PRESS = D W. J. Banyon, editor 116 State Street ST. JOSEPH, Ml. 49085 COURIER = W Gordon E. Banaslk, publisher 138 Ma in COLOMA, Ml. 49038 THE NEWS PALLADIUM = D W. J. Banyon, editor Oak £ Michigan Streets BENTON HARBOR, Ml. 49022 COURIER LEADER = W Felix A. Racette £ James R. Freer, pub 1ishers 114 S. Kalamazoo St. PAW PAW, Ml. 49079 ADVANCE = W Richard M. Rosga, publisher 228 W. Monroe Street BANGOR, Ml. 49013 COUNTY NEWS - GAZETTE = W John J. Axe, publisher 221 Trowbridge St. ALLEGAN, Ml. 49010 SUN & CALEDONIA NEWS = W Donald E. Boysen, publisher 12*+ East Mai n St . MlDDLEVI LLE, Ml . *+9333 TIMES = W Vi Ima A . Roumel1 33 North Barton NEW BUFFALO, Ml . UNION « Richard 109 So. OTSEGO, *+9117 W K. Dorothy, publisher Farmer Ml. *+9078 VIGILANT = W Victor Spanlolo, publisher 127 South Rowland CASS0P0L IS , Ml . *+903 1 204 DISTRICT #6 DAY SPRING = W Jack C. Sinclair, publisher 315 RN. Center HARTFORD, Ml. 49057 ENTERPRISE = W Charles Barrett, publisher 200 East Bridge PLAINWELL, Ml. 49080 EXPRESS = W Melvin Plath, publisher 216 East State St. COLON, Ml. 49040 EXPRESS = W Chandler L. Garrison, publisher 1i5 North Grand SCHOOLCRAFT, Ml. 49087 GAL IEN RIVER GAZETTE = W James R. Boughner 110 North Elm Street THREE OAKS, Ml. 49128 HERALD HEADLINER = W Karl W. Coons, manager 7616 S. Westnedge PORTAGE, Ml. 49081 JOURNAL - ERA = W Charles D. Mierau 111 W. Ferry Street BERRIEN SPRINGS, M l . 49103 NEWS = W Ossian B. Mosses, publisher State St. GOBLES, Ml. 49055 NEWS = W Charles H. Geiger, publisher 129 Divis ion FREEPORT, Ml. 49325 NEWS = W Donald D. Moorman & C. D. Moorman, publi shers 149 East Main MARCELLUS, Ml. 49067 GLOBE = W Irvin P. Helmey, publisher 133 East Superior WAYLANO, M l . 49348 POST = W Donald D. Moorman, publisher 117 S. Kalamazoo St. WHITE PIGEON, Ml. 49099 RECORD = W Gordon E. Banasik, publisher 138 Mai n WATERVLIET, M l . 49098 HAM ILTON-PRESS = W Cliff Paine, Jr., publisher 127 W. Main PENNVILLE , M l . 49408 HERALD = W Cliff Pa ine, Jr. 127 Ma in St. PENNVILLE, Ml. 49408 REPUBLICAN = W Glenn G. Hayes, publisher 121 So. Phelps St. DECATUR, Ml. 49045 ST. JOSEPH CO. OBSERVER = W A1 Grossman, publisher 113 E • Main St. CENTERVILLE, Ml. 49032 205 DAILY TIMES NEWS = D Clair Hekhuis, managing editor 215 North Main MT. PLEASANT, Ml. **88**8 CLIPPER = W Niels T. Andersen, publisher 90 North Main St. CEDAR SPRINGS, Ml . **9319 DAILY A. W. 101/3 GRAND ENTERPRISE = W Fred E. Butler, publisher 313 Lincoln Ave. LAKE VIEW, Ml. **8850 TRIBUNE = D McCal 1 , edi tor No. Thi rd St. HAVEN, Ml , *»9**17 EVENING SENTINEL = D Werner Veit, editor 5*t/6 West 8 th St. HOLLAND, Ml. **9**23 FORUM-WHITE LAKER = W Don F. Seyferth, publisher 10** Colby WHITEHALL, Ml. **9*»6l PRESS W. A. Press GRAND GEORGETOWN STAR = W Anne Frahm, publisher **005 Chicago Dr. GRANDVI LLE , Ml . **9*tl8 = D Butler, publisher Plaza, Vandenberg Center RAPIDS, Ml. **9502 THE CHRONICLE = D Robert C. Herrick, editor 981 Third St. MUSKEGON, Ml. **9*i**3 JOURNAL = W Jack W. Corbin, publisher 123 State Street HART, Ml. **9**20 THE PIONEER = D John Fairman, editor 118 N. Michigan Ave. BIG RAP IDS, Ml . **9307 LAKE CO. STAR = W Floyd E. Hubbard, publisher 712 - 9th Street BALDWIN, Ml. **930** ALMANAC = W Anne Frahm, publisher 652 Lovett S.E. GRAND RAPIDS, Ml. **9506 LEDGER SUBURBAN LIFE = W Francis E. Smith, publisher 105 No. Broadway LOWELL, Ml. **9331 ARGUS = W George E. Grim, publisher 213 Wright Ave. SHEPHERD, Ml . *18883 NEWS = W J.M. & J.L. Grim, publishers 206 Main FARWELL, Ml. **8622 CITY NEWS = W W. A. Butler, publisher 5*1/6 West 8 th Street HOLLAND, Ml . **9**23 OBSERVER = W James H. Soencer, publisher 371 Main St. C00PERSVI LLE, Ml . **9*l0** 206 F r e d e r i c k G i g a x , publisher 867*1 Ferry St. MONTAGUE, Ml. 49437 STAR - W Anne Frahm, publisher 4005 Chicago Dr. GRANDVILLE, Ml. 49418 OSCEOLA COUNTY HERALD = W Alfred R. Bransdorfer, publisher 101 West SIosson REED CITY , Ml . 49677 THE SOUTH KENT NEWS - WYOMING ADVOCATE = W Charles C. Vaughan, publisher 4215 So. Division Ave. WYOMING, Ml. 49508 OCEANA HERALD = W E. C. Huggard, managing editor 170 No. Michigan Ave. SHELBY, Ml. 49455 TIMES = W Ralph B. Rogers, Jr. 3350 Main Street RAVENNA, Ml. 49451 RECORD = W Minnie M. Farmer, publisher 133 White St. HOWARD CITY, Ml. 49329 TIMES-1NDICATOR = W R. E. & P. M. Hostetler, publishers 44 Wes t Ma in FREMONT, Ml. 49412 RECORD = W Corey VanKoevering, publisher 16-22 South Elm St. ZEELAND, Ml. 49464 WALKER STAR = W Anne Frahm, publisher 4005 Chicago Dr. GRANDVILLE, M l . 49418 REGISTER = W Duncan Cameron, publisher 120 Courtland Street ROCKFORD, Ml. 49341 WYOMING STAR = W Anne Frahm, publisher 4005 Chicago Dr. GRANDVILLE, M l . 49418 REVIEW = W Fred S. Smith, publisher 226 No. Mai n EVART, Ml. 49631 FORREST HILLS ALMANAC = W Anne Frahm, publisher 4005 Chicago Dr. GRANDVILLE, Ml. 49418 SENTINEL = W William D. Elden, publisher 112 Wes t 4th St. CLARE, Ml. 48617 NORTH END ALMANAC = W Anne Frahm, publisher 4005 Chicago Dr. GRANDVILLE, Ml. 49418 OBSERVER = W SENTINEL-LEADER = W Baert D. Brand, publisher 343 South Union SPARTA, Ml. 49345 207 DISTRICT if7 DAILY TRIBUNE - D Myrton M. Riggs, publisher 308-310 No. Main Street CHEYBOYGAN, Ml. **9721 ANTRIM COUNTY NEWS = W Cyril A. £ Shirley E. Dolezel, pub 1ishers 206 No. Bridge St. BELLAI RE, Ml . **9615 OBSERVER = W Myrton M. Riggs, publisher 308-310 No. Main Street CHEYBOYGAN, Ml. **9721 EVENING NEWS =D Craig Vollmer, news editor P. 0. Box 616 CADILLAC, Ml. **9601 LUDINGTON DAILY NEWS = D Paul S. Peterson, managing editor 202 North Rath Ave. LUDI NGTON, Ml. **9**31 MASON CO. PRESS = W John E. Legault & Clayton M. Spencer, publi shers 100 W. Broadway SC0TTVI LLE, Ml. **9*»5*+ NEWS « D Phil Richards, editor P. 0. Box 367 ALPENA, Ml. **9707 NEWS ADVOCATE = D Gerald J. Skiera, editor 75 Maple Street MANISTEE, Ml. **9660 NEWS-REVIEW = D James Doherty, editor 319 State Street PET0SKEY, Ml. **9770 THE RECORD EAGLE = D Robert A. Batdorff, editor 120 W. Front St. TRAVERSE CITY, Ml. **968** BENZIE COUNTY PATRIOT = W John W. Peterson, publisher **06 Main St. FRANKFORT, Ml. **9635 BENZIE-RECORD =W Norman E. Curtis, publisher 2**9 Benzie Blvd. BEULAH, Ml. **9617 COURIER = W Thomas R. McDaniels, publisher 111 Bridge Street CHARLEVOIX, Ml. **9720 CRAWFORD CO. AVALANCHE = W Howard D. Madsen P. 0. Box **90 GRAYLING, Ml. **9738 HERALD-NEWS = W Darrel K. £ Elsin S. Matheson, publi shers 905 Lake Ave. ROSCOMMON, Ml. **8653 LEADER & KALKASKIAN = W Wilson W. £ Wilma Rowell, publishers 2**8 South Cedar Street KALKASKA, Ml. **96**6 LEELANAU ENTERPRISE-TRIBUNE = W E. J. Ziebell £ Clifford Egeler, pub 1ishers 112 Chandler LELAND, Ml. **965*+ MANISTEE COUNTY = W May Buel1, edi tor 7686 Lake Street BEAR LAKE, Ml . **96l*» 208 MONTMORENCY CO. TRIBUNE = W John F. Weber, publisher ATLANTA, Ml. 49709 THE HARBOR-LIGHT = W Wes Maurer, publisher 683 Pine Street HARBOR SPRINGS, Ml. 49740 NEWS = W Richard T. Apking, publisher 303' State Street ONAWAY, Ml. 49765 TORCH = W Paul E. Lisk, publisher CENTRAL LAKE, Ml. 49622 NORTHLAND PRESS = W A.G. Smith, publisher 106 So. Lake Street BOYNE CITY, M l . 49712 TRIBUNE RECORD « W I. T. Wedin, publisher 419 No. Lake St. CADILLAC, Ml. 49601 NORTH WOODS CALL = W Marguerite Gahagan, publisher P. 0. Box 37 ROSCOMMON, Ml. 48653 WATERFRONT = W Ross G. 6 Martha Bradley, publishers 100 North Main LAKE CITY, M l . 49651 OTSEGO CO. HERALD TIMES = W James L. Grisso, publisher 122 North Otsego Ave. GAYLORD, Ml. 49735 PRESQUE ISLE COUNTY ADVANCE = W Harry H. Whiteley, publisher 104 South 3rd Street ROGERS CITY, Ml. 49779 PROGRESS = W Ward Babcock, publisher 215 River St. ELK RAP IDS, M l . 49629 RESORTER = W Robert J. Hamp, Jr. 4049 W. Houghton Lake Dr. HOUGHTON LAKE, Ml. 48629 STRAITSLAND RESORTER = W Patricia Rogers Hamlin, publisher 3595 Club Road INDIAN RIVER, Ml . 49749 209 UP DISTRICT MUNI SING NEWS = W Mr. M. J. Kiley & Mr. S. Sadak P. 0. Box 30 MUNI SING, Ml. 49862 DAILY GLOVE = D Mr. George Nelson, editor 118 E. McLead Ave. IR0NW00D, Ml. 49938 L'ANSE SENTINEL = W Mr. R. W. Menge & Mr. K. W. Menge 202 North Front St. L'ANSE, Ml. 49946 HERALD = W Maureen K. Winter, editor 109 E. Mary St. BESSEMER, Ml. 49911 DIAMOND DRILL = W Mr. Ralph G. Dalpra, editor 229 Superior Ave. CRYSTAL FALLS, Ml. 49920 NEWS = W Mr. George W. Westlund, editor 412 Sunday Lake WAKEFIELD, Ml. 49968 REPORTER * W Mr. C. P. Sheilds, editor 230 W. Genesee IRON RIVER, Ml. 49935 DAILY MINING GAZETTE = D Irene Waisanen, editor 65 Isle Royale St. HOUGHTON, Ml. 49931 NEWS = W Mr. M, B. Fretz, editor 314 Newberry Ave. NEWBERRY, Ml. 49868 THE WEEKLY WAVE = W Mr. R. L. Easterbrook, editor P. 0. Box 112 CEDARVILLE, Ml. 49719 REPUBLICAN NEWS & ST. DAILY PRESS = D Jean Worth, editor 600 Ludington St. ESCANABA, Ml. 49829 IGNACE ENTERPRISE = W Mr. W. J. Chatelle & Edwyna C. Nordstrom, editors 128 North State ST. IGNACE, Ml. 49781 HERALD = W Mr. Edward F. Wolfe, editor 326 River St. ONTONAGON, Ml. 49953 DELTA REPORTER = D Mr. R. A. W at son , e d i t o r 11 North 9th St. GLADSTONE, Ml. 49827 NEWS = D Mr. Ray Crandall, editor 215 E. Ludington St. IRON MOUNTAIN, Ml. 49801 PIONEER TRIBUNE = W Mr. James M. Tagg & Mr. David A. Rood, THE EVENING NEWS = D edi tors Mr. George A. Osborn, editor 212 Walnut Street 109 Ar1ington St. MAN ISTi QUE, Ml. 49854 SAULT STE MARIE, Ml. 49783 THE HERALD LEADER = D Mr. Roger Williams, editor 122 Sixth Ave. MENOMINEE, Ml. 49858 MENOMINEE CO. JOURNAL = W Mr. Francis A. Bayee, editor STEPHENSON, Ml. 49887 THE MINING JOURNAL = W Mr. Ken Lowe, editor 249 Washington St. MARQUETTE, Ml. 49855 RADIO WJMS L I ' I ^ L i ____BSPB ‘ j " j U|KB WNBY VOMJ f-«,WNWR(FM) i WGO N ' jwMIQ i— -. i WDBC WT IQ . WS0° , S B VBON J. WACN WCBY WHAK WTAK MICHIGAN 7 WGRY » X ' ~ - ^ District #1 WATT JJWAH ! Ingham: WILS,WITL,WJIM,WKAR, WSWM(FM),WUNN,WVIC .. t Wl OS IfHGR 1 \WKLA District HI L Washtenaw: WAAM,WNRZ(FM),WPAG, , WSHN IwBRN ® -* jw M lfl jwLCI* * » . #- .. WLEW , \ I I JCRH |WQI C j- WXOXj 1v, W A B ^ ^ m } |>}^FG(FM).WCAR.WCHB ’ W ;R 7) U K id f w W i r ! wkn8Bsa« WKYO ! WCHB(FM),WDEE,WDET(FM),WDTR V ”“‘> (FM), WHPR(FM) , WJLB.WJR.WKNRAWTRO : *. ftea. WLDM(FH),WMUZ(FH),W0MC(FM) , *( 8 ) ; W YON( -M WQRS(FM).WQTE, WWJ.WWWW(FM) J W^BJj 1 Oakland: WEXL.WOAK.WHFl(FM).WATSD(FH), .VM* WPON.WSHJ[FH),WXYZ '(7) WB WAOP | *1— i jWBI H j^CER (7) i 1 .L . J District HZ Wayne: n ^ /r°"f5]W ifilTR'15)2 Gcnusse: WAMH ,WFBE(Fn),WFDF (FM),WKMF,WMRP,WTAC,WTRX District H 5 T tT3 <"YC“■*«* , '-'U" W5JFT ' Kalamazoo: WKLZ.WKMI,WKPR,WKZO,WMUK(FM).WYYY.WTPS District H6 Kent: WAFT WFUR WORD WJEF,WUAV.WOOD,WVGR(KM),WXTo(FM).WZZMfFH).WJPW.WERX Midland: WJBL,WSVC(FM) ’ Fi gur e D - 3 .--Location of M i c h i g a n radio stations 211 212 DISTRICT //I WCER David L. Hicks, Box 218 CHARLOTTE, Ml. g e n e r a l mana ge r ^8813 WKAR/WKAR-FM (Interview) Michigan State University Richard Estell, general manager EAST LANSING, Ml. **8823 WFYC David W. Sommervi11e, station manager Box **29 ALMA, Ml. **8801 WSWM-FM WFYC WUNN Bill Burns, program director Box **29 ALMA, Ml. **8801 Warren Bolthouse, director MASON, Ml. **8854 John F. Casey, station manager P. 0. Box 289 EAST LANSING, Ml. **8823 WVIC/WVIC-FM WILS/WI LS-FM E. L. Byrd, general manager 600 Cavanaugh Rd. LANSING, Ml . **8910 Bill Light, news director 2517 E. Mt. Hope Ave. LANSING, Ml . **8910 WRBJ WITL/WITL-FM Bob Lee, program manager Michigan National Tower LANSING, Ml . **8933 David Hall in, program director P. 0. Box 320 ST. JOHNS, Ml. **8879 DISTRICT # 2 WITL/WITL-FM "Chuck11 Mefford, president Michigan National Tower LANSING, Ml. **8933 WJIM/WJiM-FM Bryan S. Halter, program director P.O. Box 1226 LANSING, HI. **890** WJIM/WJIM-FM Harold F. Gross, president P.O. Box 1226 LANSING, Ml. **890** WKAR/WKAR-FM Michigan State University Dennis Larson, news director EAST LANSING, Ml . **8823 WAAM Wayne W. Adair, general manager Box 1600 ANN ARBOR, Ml . **8107 WABX-FM Harvey Oushinshy, news director 3307 David Scott Tower DETROIT, Ml. **8226 WBFG-FM James Clark, news director 8009 Lyndon Ave. DETROIT, Ml. **8238 WBRB/WBRB-FM Paul Allen, program director P. 0. Box **89 MOUNT CLEMENS, Ml. **80**3 213 WCAR/WCAR-FM Attn. : News Di rector 18900 James Couzens Highway DETROIT, M l . 48235 WHPR-FM WCHB Gary S h e p h a r d , news d i r e c t o r 32790 Henry R u f f Ed. INKSTER, Ml . 48141 WJLB Thomas J. Warner, general manager 3100 Broderick Tower DETROIT, Ml. 48226 WCHD-FM Charles Henry, general manager 2994 W. Grand Blvd. INKSTER, Ml. 48202 WJR/WJR-FM William Harris, news director 2100 Fisher Bldg. DETROIT, Ml. 48202 WDEE WKNR Lawrence H. Webb, news director 7441 Second Ave. DETROIT, Ml. 48202 A1 Morgan, news director 15001 Michigan Ave. DEARBORN, Ml. 48126 WDET-FM WLDM-FM Alan B. Hendry, news director 15401 W. Ten Mile Rd. DETROIT, Ml. 48237 John B. Buckstaff, station manager Wayne State University 5035 Woodward Ave. DETROIT, Ml. 48202 Greg Byndrian, program director 12541 Second Ave. HIGHLAND PARK, Ml. 48203 WMUZ-FM WDTR-FM Mrs. Ethel Tincher, general manager 9345 Lawron Ave. DETROIT, Ml. 48206 WEXL Gordon A. Sparks, general manager P. 0. Box X-I00 ROYAL OAK, Ml. 48220 W0AK-FM Royal Oak Public Schools 709 N. Washington ROYAL OAK, Ml. 48067 WHFI-FM Tom Miles, news director P. 0. Box 404 BIRMINGHAM, M l . 48012 Chuck Cossin, Jr., program director 12300 Radio Place DETROIT, Ml. 48228 WNRZ-FM Larry Dotxon, operations manager Box 5 ANN ARBOR, Ml. 48107 W0MC-FM Garnet G. Sparks, president Box XI00 DETROIT, Ml. 48220 WPAG/WPAG-FM Ted Heusel, news director Hutzel Bldg. ANN ARBOR, M l . 48108 WPAG/WPAG-FM WHLS/WHLS-FM Ralph Iden, news director Box 807 PORT HURON, Ml. 48060 Edward F. Baughn, president Hutzel Bldg. ANN ARBOR, Ml. 48108 214 WPHS-FM Warren Consolidated Schools Charles E, Lamplnen, station manager WARREN, Ml. *i8093 WATSD-FM Board of Education Waterford Township Mihran Kupelian, general manager 2800 Bender St, DRAYTON PLAINS, Ml. 48020 WPHM Woodruff B. Crouse, president 905 Sixth St. PORT HURON, Ml. 48060 WPON William E. Morgan, station manager Riker Bldg. PONTIAC, Ml. 48059 WPON Fred Henzi, news director Riker Bldg. PONTIAC, Ml. 48059 WU0M-FM Fred Hindley, news director University of Michigan ANN ARBOR, M l . 48107 WVM0-FM Ed Fortin, manager Box 701 MONROE, Ml. 48161 WWJ/WWJ-FM W. R. Williams, program manager 622 Lafayette Blvd. DETROIT, Ml. 48231 WWWW-FM Ron Rose, program director 2930 East Jefferson DETROIT, Ml. 48207 WXYZ/WXYZ-FM Andy Driscoll, program manager 20777 W. Ten Mile Rd. SOUTHFIELD, Ml. 48075 DISTRICT #3 WQRS-FM Stanley Akers, president 901 Livernois Ave. DETROIT, Ml. 48220 WQTE Bill Carnett, news director 944 Free Press Bldg. DETROIT, Ml. 48226 WQTE Richard E. Jones, president 944 Free Press Bldg. DETROIT, Ml. 48826 WSHJ-FM John Dell Monache, manager 24675 Lahser Rd. SOUTHFIELD, Ml. 48075 WSHA David R. Sommerville, news director 5300 Marine City Highway MARINE CITY, Ml . 48039 WAMM Tony King, program director 740 So. Saginaw St. FLINT, Ml. 48502 WFBE-FM Flint Public Schools Susan Kilmer, manager Oak Grove Campus FLINT, Ml. 48503 WFDF William Betts, news director 406 Garland St. FLINT, Ml. 48502 WGMZ-FM Roy Youngmark, program director 903 Stevens St. FLINT, Ml. 48503 215 WKMF Jim Harper, news director 505 Citizens Bank Bldg. FLINT, Ml. 48502 WI0S John J . Carroll, president 523 Meadow Rd. TAWAS C I T Y , M0. 48763 WMRP/WMRP-FM WMDN Steve Brouwer, news director Box 1513 MIDLAND, M l . 48640 Ellis L. Fenton, general manager 3217 Lapeer St. FLINT, Ml. 48503 WBCM/WBCM-FM Ted A. Peloubet, news director 81^ Adams St. BAY CITY, Ml. 48706 WGER-FM WQDC-FM Jay Allen Woosnam, news director 229 E. Main St. MlDLAND, M l . 48640 Gale Sullivan, station manager 100 Wenonah Park Bldg. BAY CITY, Ml. 48706 WKNX Joseph Kiss, news director 5200 State St. SAGINAW, Ml. 48603 WX0X David Maurer, news director 306 Phoenix Bldg. BAY CITY, Ml. 48706 WSAM/WSAM-FM Bill Corbier, news director Box 1776 SAGINAW, Ml. 48605 WX0X Donald K. Mayle, executive vfcepres ident 306 Phoenix Bldg. BAY CITY, Ml. 48706 WSGW/WSBM-FM Jerry Schroeder, program director 400 Mason Bldg. SAGINAW, Ml. 48607 WTAC Peter Cavanaugh, program director Box 600 FLINT, Ml. 48501 WTRX Les Root, news director Box 1330 FLINT, Ml. 48501 WLEW/WLEW-FM John F. Wisner, general manager 935 So. VanDyke Rd. BAD AXE, Ml . 48413 WI0S Sandy Curtis, news director 523 Meadow Rd. TAWAS CITY, Ml. 48763 WWWS-FM Don Mott, news director 114 1/2 So. Washington Ave. SAGINAW, Ml. 48607 WMIC/WMIC-FM George E. Benko, president 19 So. Elk SANDUSKY, Ml. 48471 WKY0 John Bowles, news director 101 No. State St. CARO, Ml. 48723 WYNZ Attn.: Program Director P. 0. Box 1520 YPSILANT1, M l . 48197 216 DISTRICT #4 Jerry Wolder, news director 121 W. Maumee St. ADRIAN, Ml. 49221 WKFR/WKFR-FM Rick D'Ami co, news director 710 Michigan National Bank Bldg. BATTLE CREEK, Ml. 49015 WALM/WALM- FM Richard Watson, station manager Irwin Ave. ALBION, Ml . 49224 WKHM/WKHM-FM Don Weal, news director 1700 Glenshire Drive JACKSON, Ml. 49201 WBCH/WBCH-FM David McIntyre, program director Box 88 HASTINGS, Ml. 49058 WLEN-FM Richard D. Lackte, station manager Box 374 ADRIAN, Ml. 49221 WBCH/WBCH-FM Kenneth R. Radanl, president Box 88 HASTINGS, Ml. 49058 WSAE-FM Spring Arbor College SPRING ARBOR, Ml. 49283 WABJ WBCK James Cleaver, news director 390 Golden Ave. BATTLE CREEK, Ml. 49015 WVAC-FM Craig Kallio, station manager Speech Dept. Adrian College 110 S. Madi son St. ADRIAN, Ml. 49221 WCSR Tony Flynn, general manager 170 Northwest St. HILLSDALE, Ml. 49242 WTVB/WANG-FM Dick Peterson, general manager Box 32 C0LDWATER, Ml. 49036 WCSR Park Hayes, news director 170 Northwest St. HILLSDALE, Ml. 49242 WTVB/WANG-FM Larry C. Schubert, news director Box 32 COLDWATER, Ml. 49036 WIBM/WBBC-FM Robert B. Lees, general manager Box 180 JACKSON, Ml. 49204 WV0C James Roberts, news director Box 17 BATTLE CREEK, Ml. 49016 WJC0 William Hart, general manager Box 380 JACKSON, Ml. 49204 217 DISTRICT //5 WAOP A l g e r R. Workman, program manager Box 980 OTSEGO, Ml. 49078 WYYY Larry Knight, program director 2315 Schippers Lane KALAMAZOO, Ml. 49001 WDOW John Cureton, news director Box 150 DOWAGIAC, Ml. 49047 WLKM Dennis W. Nickel 1, general manager Box 1510 THREE RIVERS, Ml. 49093 WHFB/WHFB-FM J. P. Scherer, general manager Box 608 BENTON HARBOR, Ml. 49022 WNIL/WNIL-FM Wallace Simpson, program director Box 221 N1LES, M l . 49120 WJOR Ken Coe, general manager 559 Phoenix St. SOUTH HAVEN, Ml. 49090 WSJM/WSJM-FM Charles Hoffman, program director 4l4 State St. ST. JOSEPH, Ml. 49085 WKLZ Dan Daniels, station manager 2315 Schippers Lane KALAMAZOO, Ml. 49003 WSTR/WSTR-FM Lee Droeger, manager Box 70 STURGIS, Ml. 49091 WKMI James R. Higgs, news director 1360 Melody Lane KALAMAZOO, Ml. 49003 WTPS Neil Rogers, general manager Box 248 PORTAGE, Ml. 49081 WKPR DISTRICT #6 Carl Fielstra, news director Box 867 KALAMAZOO, Ml. 49003 WKZO Daryl Sebastian, public affairs di rector 590 W. Map 1e St . KALAMAZOO, Mi. 49003 WMUK-FM Garrard D. Macleod, program director Western Michigan University KALAMAZOO, Ml. 49003 WCEN/WCEN-FM Jim Hughes, news director Box 407 MOUNT PLEASANT, Ml. 48858 WCEN/WCEN-FM Charles E. Anthony, general manager Box 407 MOUNT PLEASANT, Ml. 48858 WCMU-FM Arthur A. Bartfay, general manager Central Michigan University MOUNT PLEASANT, Ml. 48858 218 WCRM/WCRM-FM Russell Holcomb, general manager 11170 No. Mission Rd. CLARE, Ml. 48617 WAFT Carol S. Haines, news director 355 Cove 11 Rd. GRAND RAP IDS, Ml. 49504 WFUR/WFUR-FM Attn.: News Editor 399 Garfield Ave. S.W. GRAND RAPIDS, Ml . 49504 WGRD Ron White, program director 35 Lafayett N.E. GRAND RAPIDS, M l . 49503 WJEF/WJEM-FM Carl E. Lee, executive vice-presi 280 Ann St. N.W. GRAND RAPIDS, M l . 49504 WLAV/WLAV-FM Mel Vandegevel, news director 1010 Waters Bldg. GRAND RAPIDS, Ml. 49502 WOOD/WOOD-FM Dick Cheverton, news director 120 Col lege Ave. GRAND RAP IDS, Ml. 49502 WVGR-FM Fred Hindley, news director Cherry Valley Ave. MIDDLEVI LLE, Ml. 49333 WXT0-FM Boyd Conrad, news director 1607 Robi nson Rd. S.E. GRAND RAPIDS, Ml. 49506 WY0N-FM Dan Coltrane, news director Box 143 IONIA, Ml. 48846 WZZM-FM Bill Holen, program director P. 0. Box 13 GRAND RAPIDS, M l . 49501 WJPW Jack Lee Payne, manager ROCKFORD, Ml. 49341 WERX Bill Hoogewind, news director Box 9082 WYOMING, Ml. 49509 WBRN Richard Cook, program director 1357** Northland Drive BIG RAPIDS, M l . 49307 WKBZ John Graska, news director 592 W. Pontaluna Rd. MUSKEGON, Ml. 49444 WMUS/WFFM-FM John Sicard, program director 517 W. Giles Rd. MUSKEGON, Ml. 49445 WTRU Bill Trap, news director Box 248 MUSKEGON, Ml. 49443 WKJR Jim Stapleton, manager Box 178 MUSKEGON HEIGHTS, Ml. 49444 WSKN James Collier, news director Box 191 FREMONT, Ml. 49412 WGHN/WGHN-FM Attn.: Station Manager 228 1/2 Washington St. GRAND HAVEN, M l . 49417 219 WHTC/WHTC-FM Ralph Valentine, news director Box 911 HOLLAND, Ml . 49423 WJBL/WJBL-FM Attn.: News Director Box 808 HOLLAND, Ml. 49424 WSVC-FM Dennis Rosenblum, program director Saginaw Valley College 2250 Pierce Road UNIVERSITY CENTER, Ml. 48710 WPLB/WPLB- FM Attn.: Program Director P. 0. Box 3 GREENVI LLE, Ml . 48838 DISTRICT H i WATT Gary Knapp, news director P. 0. Box 603 CADILLAC, Ml. 49601 WWAM/WWTV-FM Gene Ellerman, general manager P. 0. Box 627 CADILLAC, Ml. 49601 WATZ/WATZ-FM Drew McClay, manager Midwest Broadcasting Co. ALPENA, Ml. 49707 WHAK Harvey A. Klann, president Moltke Drive ROGERS CITY, Ml. 49779 WHGR/WJGS-FM Gordon B. Sparks, general manager 3431 Houghton Lake Drive HOUGHTON LAKE, Ml. 48629 WIAA-FM Thomas Torbet, news director INTERL0CHEN, Ml. 49643 WKLA Marty Kryger, news director Box 609 LUDINGT0N, Ml. 49431 WMTE Charles Hedstrom, president P. 0. Box 128 MANISTEE, Ml. 49660 WMTE Bernard Schroeder, news director P. 0. Box 128 MANISTEE, Ml. 49660 WGRY Attn.: General Manager P. 0. Box 141 GRAYLING, Ml. 49735 WCCW/WCCW-FM Attn.: Program Director 346 East State St. TRAVERSE CITY, Ml. 49684 WHSB-FM Harvey A. Klann, president Water Street ALPENA, Ml. 49707 WMBN Attn.: General Manager PET0SKY, Ml. 49770 WCBY/WCBY-FM Loren James, news director P. 0. Box 384 CHEBOYGAN, Ml. 49721 WJML Attn.: General Manager Perry-Davis Hotel PET0SKY, Ml. 49770 WTAK John Blair, manager P. 0. Box 87 GAYLORD, Ml. 49735 220 UP DISTRICT WAGN Loren B. Koes1ing, president Box 325 MENOMINEE, Ml. 49858 WMPL/WMPL-FM Dick Storm, news director 326 Quincy St. HANCOCK, M l . 49930 WCKD WMPL/WMPL-FM William Blake, president 326 Quincy St. HANCOCK, Ml. 49930 Mr. Wesley Larson, news director ISHPEMING, Ml. 49849 WJPD Lane Dawson, program director Box D - U. S. 41 West ISHPEMING, Ml. 49849 WDMJ/WDMJ- FM Mr. Eldon W. Wallace, program direc 249 W. Washington St. MARQUETTE, Ml. 49853 WIKB Jim Murphy, news director Box AC IRON RIVER, Ml. 49935 Wl DG Thomas M. Winston, general manager Box 216 ST. IGNACE, M l . 49781 WNMR-FM Northern Michigan University Learning Resources Center Bruce G. Mitchell, manager MARQUETTE, Ml. 49855 WJMS Robert Knutson, general manager 124 E. McLeod Ave. IR0NW00D, Ml. 49938 WDBC Jim Pinar, news director 606 Ludington St. ESCANABA, Ml. 49829 WGON Tom Feldhusen, news director 250 N Box 326 MUNI SING, Ml. 49862 WLST David J. Pinozek, manager Box 608 ESCANABA, Ml. 49829 WMIQ Attn.: News Director 211 E. Ludington St. IRON MOUNTAIN, Ml. 49801 WGGL-FM Michigan Tech. U. Read G. Burgan, director HOUGHTON, Ml. 49931 WNBY Van Brown, news director Box 1 NEWBERRY, Ml. 49868 WHDF Roland B. Burgan, general manager Douglass House Hotel HOUGHTON, Ml. 49931 WS00 Ernest Michaud, news director Box 400 SAULT STE. MARIE, Ml. 49783 WTIQ Peter Denman, news director 1501 Deer St. MAN IST IQUE, Ml. 49854 TELEVISION MICHIGAN . - L - '■W wpb R - t v y WWTV i( *W#i I tm, 4-TW AT* WKNX-TV; w o o o -rv WZZM^fI ! _ i P i WJRTWNEM- 1 ... I VKZO-J WUHQ-frV Figure D-4 v- Location of Michigan television stations 221 L Z ----------------------------------------- I I I CKLI/-TV WjJBK-TV WKBO-TV WTVS-TV WWJ-TV WXON-TV WXYZ-TV 222 DISTRICT //) — TV WILX-TV Thomas M. R ussell, Box 380 JACKSON, Ml. news d i r e c t o r 4920** WJIM-TV Tom Jones, o p e r a t i o n s manager P. 0. 1226 LANS IN . M ’. 48904 WXON-TV Harry Elstermann, program manager 100 Decker Rd. WALLED LAKE, Ml. 48099 WXYZ-TV Frank Benesh, news director 20777 W. Ten Mile Rd. SOUTHFIELD, Ml. 48075 WMSB-TV Kay Ingram, crogram manager 600 Kalamazoo, St. EAST LANSING, Ml. 48823 DISTRICT ( f l — TV Dl STRI CT #3 — TV WUCM-TV William J. Ballard, general manager Delta Cot 1ege UNIVERSITY CENTER, Ml. 48710 CKLW-TV J. Ruttle, program director 1450 Guardian Bldg. DETROIT, M l . 48226 WNEM-TV Tom Eynon, news director 5700 Becker Rd. SAGINAW, Ml. 48606 WJBK-TV Todd Spoeri, program director 7441 Second Ave. DETROIT, Ml. 48202 WKNX-TV William J. Edwards, president 5200 State St. SAGINAW, Ml. 48603 WKBD-TV Ernest A. Jones II, program director Box 359 SOUTHFIELD, M l . 48075 WJRT-TV Luke Choate, news director 2302 Lapeer Rd. FLINT, Ml. 48503 WTVS-TV James N. Christianson, general manage 269 W. Eleven Mile Rd. SOUTHFIELD, M l . 48075 DISTRICT #4 — WWJ-TV W. R. Williams, program manager 622 Lafayette Rd. DETROIT, M l. 48231 TV WUHQ-TV John W. Lawrence, president 1609 Security National Bank Bldg. BATTLE CREEK, Ml. 49016 223 DISTRICT §5 - - TV WKZO-TV Daryl Sebastian, public affairs di rector 590 West Maple St. KALAMAZOO, Ml. 49003 DISTRICT tt6 — TV WCMU-TV Mary Lou Galician, program director Central Michigan University MOUNT PLEASANT, Ml. 48858 WOOD-TV Dick Cheverton, news director 120 College Ave. S.E. GRAND RAP IDS, Ml. 49502 WZZM-TV Jack Hogan, news director Box 13 GRAND RAPIDS, Ml. 49501 DISTRICT #7 — TV WWTV Bob Lee, news director P. 0. Box 627 TRAVERSE CITY, Ml. 49601 WPBN Harry R. Lipson, general manager Paul Bunyan Building TRAVERSE CITY, Ml. 49684 WTOM-TV Attn.; News Director CHEYB0YGAN, Ml. 49721 UP DISTRICT — TV WJMN-TV Charles Leonard, news director 1181 E. Mason St. GREEN BAY, WISCONSIN 54305 WLUC-TV Don Ryan, program manager Box 460 MARQUETTE, Ml. 49855 WWUP-TV Bob Lee, news director Box 627 TRAVERSE CITY, Ml. 49601 APPENDIX COMMENTS APPENDIX E, Part 1 Newspaper Respondents W r i t t e n Comments t o Q u es t io n //I #5- Many times it appears to be a pitch for private organizations to get free ink.(1A) Quite often make good feature material.(1C) Generally locally acceptable. (ID) #8. In most cases, they are more interested in promoting themselves rather than safety.(1A) These people are interested in saving lives, not their own materialistic ends.(IB) Tend to be too broad and general for small community use - nothing local, or of local interest - this is for big papers. (1C) Interesting to read, but would be better used if in story format rather than digest form.(ID) #9. Very Useful, if local ized. (1A) #14. Seldom use this stuff, it's usually too lengthy & general.(1A) Only if it concerns local statisties.(1B) Nope - our paper just doesn’t have the room.(1C) Again, only if pertaining to our readers.(ID) #17- Safety Council only.(lA) #19- We use very little 'canned stuff.' Even if it is good, which I'm sure all highway traffic safety material is. Our problem is space. We have a large staff and we cover a large area just current news fills our col­ umns with some left over. Our editorials are on local issues schools, millage, sanitary landfills, etc.(l) #21. Safety Council only.(1A) Just starting to receive.(ID) #31. Insurance company material is excellent although too commercial.(1 A) We get very little.(IB) If presented in readable form.(lC) We use an MSU traffic safety filler every week. They are concise and to the point.(ID) #43. They always put some of the company's advertising in, mostly their name.(IA). #59. We use little of this type of material - seldom local enough.(l) #71. All info is useful; we don't use all, but we cto study, file and/or use. (1) #74. We are a legal newspaper and unlike a community or daily newspaper, we do not disseminate news be it judicial or otherwise, we are comprised of legal notices, bar association notes and the like.(l) #76. Local, Local, Local.(IB) Wasted, not enough read or care. (1C) The Fi 1lers .(ID) #8l. Particularly at high-traffic holiday periods.(1A) Not always as cooperative as we'd like.(IB) Don't recall obtaining much material from this source.(ID) #92. Hospitals seem reluctant to give info other than patient's con­ dition. (1B) #104. Especially insurance companies. Some politicians privately ridicule Safety Council findings and choose to ignore its useful findings.(lA) A use­ ful aid would be statements from police and doctors concerning drinking driv­ ers and the .10 drunk driver level.(IB) Sometimes difficult to separate red tape from useful information.(IC) #130. AAA sends material in a form we can use readily without a lot of re­ writing; so do State Police on some things like monthly traffic death re­ ports, etc. We have to pry the record of local accidents out of police and 224 225 Comments to Q u e s t io n #1 c o n t i n u e d : sheriff's deputies, but where and how of local accidents is the best material local citizens can get as to how to avoid accidents in the community -- loca­ tion, circumstances, time, conditions, etc.(l) # 135* State Highway Department info very useful, accurate, relevant.(1C) #155- Not familiar with what we get.(ID) #175- We receive very few things about highway safety from anyone. We do get AAA Motor News(which we use) and occasionally one from Michigan State Police, but very little more.(l) #190. AAA does a good job.(l) #194. AAA, State Highway Department, State Police and Traffic Safety for Michigan releases very useful; most of rest not.(lA) #197- Especially the AAA and the Safety Counci 1.(1 A) #199. Mostly background.(1A) If they would cooperate.(1B) #234. AAA's the best - public service oriented and do not tout their organization, policies, etc.(lA) Tend to be somewhat dry and fact-fi1led.(1C) Good fill but - overuse of MSU in references.(1D) #237* Don't believe we receive any.(ID; #243. Our local law enforcing officers aren't very cooperative on these basis.(IB) #252. From the weekly standpoint, releases about local problems are best National releases have little application.(1C) #269. Good statistical presentations and news stories well done and more tightly edited.(1A) We must exercise caution in using data and other details relating to accidents and deaths because of possible legal actions.(IB) Many contain good information but are too lengthy and often too late; their con­ tents have already been incorporated into news wire service stories.(1C) This has been valuable. It deals frequently with regional news in our area, which we always look for.(ID) #273. AAA's "Bring 'em Back Alive" material - namely the special events maps, are used regularly in the COURIER throughout the summer.{1A) #276. We have especially found items from Safety Director James Hove quite useful.(1C) #277. Nothing is geared to small weekly newspapers. Their interest is in promoting their own organizations.(1A) None received.(IB) #278. 1 don't recall receiving any.(ID) #286. AAA releases often are timely and interesting. Traffic Safety news releases used for editorial comment. Preceding holidays is best timing.(1A) This is not a source of traffic news here other than law enforcement people. (1C) #289. Particularly cartoon material.(1A) #294. We use absolutely no canned highway safety material. Regretab1.e as It may seem, 1 feel that highway fatality reports make the strongest and pos­ sibly the only impression on people in regard to highway safety.(l) #304. More should be forthcoming from these specialists in field- many are at times reluctant to provide other than bare essentials.{1B) #319. AAA{Michigan) useful; some insurance output, not most.(lA) Much better accident investigation needed. (IB) Sometimes difficult to separate red tape from useful information. 226 APPENDIX E, Part 2 Newspaper Respondents Written Comments to Question f t l H i. Our information from other agencies is very limited - we apparently do not receive regular releases. #13. Michigan TIA would rank 4th if you include county(Oakland) branch in your appraisal. #36 . Detroit Traffic Safety Assn. - //l. #42. Traffic Safety Association. #59- We find little space in a paper our size. It 76. #1 - fi 1lers. #84. County Highway Department. #98 . Wire service usually has AAA, State Police, National Safety Council reports. #130. t t l Local Police - But we have to go after the information we need. Traffic Safety for Michigan -- Information but not in shape for us to use without rewriting time we don't have. #135- State Highway Dept. Newsletter. #190. Michigan - seven titles, Not really aware which group the informa­ tion comes from. #192. #1 - Local Post Michigan Department of State Police. #194. Michigan State Highway Department releases. #243- Need more local promotions. #252. Road Commission - County. #269. Ratings are based solely on our local experience. #289. Get lots of junk little usable, practically nothing of alocal nature. ft 304. Daily contacts essential in our coverage and fall into separate cat­ egory - or lead position in relation to GAZETTE coverage of the news. #319* Wire Services - not a source. APPENDIX E, Part 3 Newspaper Respondents Written Comments to Question #3 USThese vary too much as to weather conditions, time of year(is legislature in session?), etc. to evaluate. #13- We use news items on space available basi unless there is specific loca 1 appli cat ion. #14. Seldom use any of this stuff except for fillers. tf 19. Accidents^ fatals. #50. Motorcycle helmet law. Monroe County District judges don't recognize state helmet law - declared unconstitutional. At least three people without helmets have died in County recently because they were without helmets. #61. Horsepower, speed oriented ads. //71. We use fillers regularly. It 76. Accidents - staff written, local aspect only. Use all fillers if smal1. 227 Question #3 c o n t i n u e d : //79. Because we are a local community paper we do not have the space for news stories -- but we do use information supplied to us for crusading for greater traffic safety. #130. Very few accidents due to vehicle failures through the years. Tire blowouts used to cause more accidents; not so many of them in recent years. #132. Courts & Judges. Feel that a judge should be stricter on the drunken driver and on narcotics abusers. #190. Fillers - not provided in right form. #237- Space at a premium except for storiesinvolving localpeople, places £ events. 7/277- Snow conditions. #278. We usually have so much local news that it crowds out this type of materi al. #30. Use all whenever data is available and frequently rewrite with additions in editorial - we attempt to be as comprehensive as possible. #307These are the areas in which we can help. #319In specific cases, driver practices £ vehiclecondition hardly ever ascertainable for news articles. APPENDIX E, Part 4 Newspaper Respondents Written Comments to Question #5 #5- Timeliness. #8. We have some nasty road conditions in this area which contribute to at least 5 deaths per year and hundreds of injuries. #13- Local application is of primary importance. 7"'130- We cover local accidents every week. We use outside material on the subject when it is in shape so we can use it readily, within our space Iimt tations. #132. Time element. That is holiday traffic or weather conditions -- also recent rash of auto accidents. #194. Driver practices get most editorial attention because they cause most crashes. Traffic laws get most news attention so we can keep public informed. #237. Interest to LOCAL readers. #250. Readily available from Chief of Police who provides material almost weekly. #304. To promote greater awareness of need of safety practices. "You can trust habits more than yourself." ff 307. Areas in which wc have most influence. APPENDIX E, Part 5 Newspaper Respondents Written Comments to Question #11 #14. Personal appeal. Question #11 //21 . #98 . #199#200. #252. #277#307- continued: Additional police £ auxiliary on patrol + helicopter. Pertinent to area people. Just be careful. Important local accidents. The familiar could kill you. Occasional traffic safety reminder. Drive Safely. APPENDIX E , Part 6 Newspaper Respondents Written Comments to Question #6 #5* Has proven a failure over many years. #l*i. May work for awhile but effect wears off. #31 . It can't happen to me. #8**. Approach is not too good for weekly papers wince we publish midway between last weekend's mishaps £ next weekend's #92. Statistics, if many are used in same story, are dull and are often confused. An occasional figure in a filler is fine; a few scattered stats in one story OK. But other than stats, that is, mere statements in scare tactics usually are impressive. #98. Wolf, Wolf approach wears off. We try to stress positive aspects Plan Ahead, take time for holiday trip. #130. But don't repeat the same one over and over again. Clear, concise, harsh pictures and articles, but the next time use a different one. #175. Around here no one seems to grab the "Scare" tactics as real things. We haven't had anyone die in an auto accident here in the past twoyears. #19*** Good, if not used so often that they become a case of crying "Wolf." #199- Fair, but unproductive. #23*1. Poor taste - there's a better way to education other than "scaring" people into something...it has to be a personal level approach. #252. To a certain extent "scare" tactics repulse the people in this area. Blood has no place in a weekly newspaper. #269 . Sometimes Iquestion how effective this approach is, butit seems that the 'shock' treatment does reach the individual driver. #273. Few drivers believe It is ever going to happen to them. Major emphasis should be on family protection and injury to others. APPENDIX E. Part 7 Newspaper Respondents Written Comments to Question #7 #130. Many accidents reported wrong by officers, including State Police. #192. Causes of accidents, in detail. #19*1. Our belief is that nuts behind the wheel probably cause as much as 90£ of smashups; more concentration on bad drivers needed to improve safety. 229 Question til continued: //197* They(the listed aspects) are good as they are. #273- Not traffic points but insurance points. Few of our readers really understand what poor driving record will do to their insurance. #289. Causes of accidents. Would be most interested in number of accidents that are caused by smokers momentarily having their attention diverted from driving. Think this is a long neglected cause of accidents... But, if you are a smoker, You'll laugh this one off. APPENDIX E, Part 8 Newspaper Respondents Written Comments to Question #8 Regular releases - satisfactory. Driving warnings. #5- Most should be geared to time elements; i.e., Holiday traffic, tire stud laws, etc. tt 8. Causes of accidents - what can our people be on the alert for - a list of "fatal" intersections, roads, areas, etc. tf 9. Safety of vehicles, Causes of Accidents, Local Law enforcement practices in traffic safety. #13- We are a weekly newspaper. Better local police(city, township, county and state) cooperation and communication badly needed. ff\k . More info on how to phase out the automobile. #19. None //31 . To get the message across somehow, someway, that "SPEED KILLS." //33. This can hardly be specific. #36. More background on research, possible Legislative solutions. ffbO. No special need. #6l. J - Safety of cars, rated by experts. 2 - Vehicle safety research projects. #69 . Local references, statistics, conditions, etc. #71. Inasmuch as we are a local community newspaer, we need stories that are localized. Thus, mail releases that can be localized are so handled -- with the work £■ time - for our publication. We need localized stories. it 85 . Brief concise articles on conditions, i.e.: detours, traffic flow on hoii days, etc. #92. More holiday - related info -- before and after: weather conditions, statistics, quotes, etc. #10*1. Statist ics - Alcohol involved accidents, defective vehicle acci dents, . . . #107. ? #132. ? #136. Articl es relating to causes of accidents. #189. DetaiIs . #192. Progress of traffic law enforcement: Ticket after accident, Court action, sentence, actual fine paid or time in jail served. ifl. i t 3- 23 0 Question #8 c o n t i n u e d : #19*1. Perhaps a monthly analysis of the erratic driving pract ices res pons i ble for that month's death toll: wire service or highway dept. #229. Day by day toll, not just on weekends. #232. Highway improvements. #234. Causes of accidents - accident profiles, perhaps showing causes... also status of legislation & status of improvements. #237- More on accidents involving local people. #2^3- What corrective measures are going to be taken -such as Accident Alley - M - 21 . //252. Local i f poss i b l e . a r e a news - road c o n d i t i o n s , Bad a r e a s researched & " c o rre c te d #273* (See #7) Not traffic points but insurance points. Few of our readers really understand what a poor driving record will do to their insur­ ance premiums. #277* Releases pertinent to our county, #286. Traffic safety research data. Information on defensive driving techniques, driver mental attitudes. Alcohol & driving. #290. Local accident cost & lives and insurance costs. #304. Constant promotion of safety awareness, driving tips and hints, need for caution and mental alertness - everything helps. #319. Facts - what is being done - why? What should be done - why? APPENDIX E, Part 9 Newspaper Respondents Written Comments to Question H9 #3* Reduce number of injury & fatal accidents. #5* Inform reader in interesting fashion. ff 8. The saving of lives. H3. E lim in atio n o f a c c id e n ts . R e ad er e d u c a t i o n , safety. #13. Reduction of accidents. Should relate to the Individual rather than group - should bring statistics "closer to home.11 #21. Research £ correction. #28. Alert dr ivers to need for safety in driving. #31• To save 1ives. ft 33* Saving of lives, prevention of injuries, preservation of property. #1*0. To keep the public aware of safety problems and cures. fi\h. tfk 2. Get k i d s in h i g h s c h o o l s involved. #50. Attempt to keep drivers alert for ever present dangers. #61. Cut down accidents by teaching drivers and making manufacturers more safety conscious. #73- Prevention of injury, Saving of lives. #79- To keep the public constantly aware of the need for careful driving at all times and a reduction in accidents on highways. #8^. To enlist the aid of as many motorists as possible in safe driving. #85 . Alert pub 1ic on problem and educate them on ways of prevention. Question #9 c o n t i n u e d : //92. Informative to public with *punch1 for reader to remember. //98 . To reduce wrecks. //lO^f. Instigators of highway safety reform. //106. Saving lives. //116. To inform & teach public. //119. Keep down accidents. //130, Traffic Safety, NOT LAW ENFORCEMENT unless it has something to do with traffic safety. Point up good driving practices, driving hazards, points on defensive driving, courtesy to other drivers. #132. Relay warnings as to road conditions. Inform drivers of highway improvements. #136. The purpose, highway traffic safety promotion should serve, is to keep people informed on how they can save themselves from self destruction on our h ighways . i f \ k 8. Education - Prevention. tt 184. Caution and strict attention of driver at all times. No Mixing of alcohol and driving. # 189. To make the public aware. #192. Inform on basis of new facts from research. #19*1. To reduce traffic injuries and losses. #197* Decrease traffic accidents. #226. Safety. #229. Educate driver's continuously. #232. Public awareness. #234. You just answered that - highway traffic safety promotion. #237- Safer driving habits - increased sense of personal responsibility by drivers. #250. Prevention of accidents £ saving of lives. §232. Warn public of bad roads - conditions. Warn of enforcement - "YOU1* may get a ticket approach. Generally good driving practice. #273. Redcuing accidents. #276. Prevention - driver mis-conduct; car failures mechanically; road condi tions. #277. To inform the public. #278. To awaken the public to the menace(but how?). #286. Reduction of highway injuries £ deaths, driver safety education, better safety engineering in highway design. #290. Encourage safety. #292. To save lives - prevent accidents. #30*1. Education never stops. #307. To try to reduce accident toll. #312. To promote safety - as they have been doing. #319. Starts as individual responsibility. 232 APPENDIX E, Newspaper Respondent W r i t t e n Part 10 Comments t o Q u e s t i o n //10 ft 3 . Any local application. News value. What is it about - is it local? 113. Local applicability in news or editorial possibilities; e.g., safe driving on 4th, drunk driving. ft 13* Local application. It 14. Is it local? #21. New research S correction of interest to the reader. #28. Local interest. #31. Readibi1ity. tt 33. Relevance. #36. Clarity - thoroughness. t tk 0. Subject matter, timeliness. #42. Who £ where. #50. Local interest. #59- Our town's name. #61. Is it tied to the fatals we had this year? Does it call the facts straight or butter them up? #71. Is it local to appeal to our readers? #73. Local area information? #76. How far is the "30 dash?" #84. Local angle, maximum reader identification. #85. Local aspect; then condition to urban centers. #98 . Pertinent to area people. #10*4. The topic - whether it's a space filler or of real interest. #116. Good lead - public interest. #119. Is it of interest to local readers. #130. Guess I've got to say good sense. AAA does good job on drunk driving, bad driving records of repeaters, some other things. But when something comes through showing blind devotion to the word "speeding" I threw it away. Reckless driving, yes; careless, anything but the overworded cover-up word "speeding." #132. Local interest. #136. Fatality rate - cause of accidents. #139. If there are trade or company names we throw it out. #148. Credibi1ity. #184. Some factor that applies to local area or state drivers. #189. Statistics. #192. Something new - too many tend to be merely harping on safety without adding new facts to back it up. #1§4. Something new or different. #197. Nothing special. #226. Reader interest. #229. New approach. #5. jf 8. #232. #23*4. Sou rce o f i n f o r m a t i o n . I f i t w i l l appeal to our s p e c i a l i z e d suburban readership. 233 Question //10 c o n t i n u e d : #2*0#2*45. #250. #252. //266. #273• #276 . county #277. #286. #290. #292. #304. #307. #312. #319- The aim, the focal point, the results. Something that hasn't been said a hundred times before. Is it local? Does it apply in our area(rural 6 semi-rural)? Locat draw or appeal. Reader interest - through that, effective impact. Facts . If it applies to anything of recent happening in our community - state. Information pertaining to Leelanau County. Local implication. Local tie-in. Brevity. Local or regional interest. Chances of readership. Local interest. What readers ought to know. APPENDIX E, P a r t Newspaper R e s po nd en ts W r i t t e n ft 5. ft 8. rather #14. #21. #31. to the #76 . #81. #155. #23*4. G en erally lo c a lly Comments 11 to Q uestion //12 acceptable. Interesting to read, but would be better used if in story format than digest form. Again, only if pertaining to our readers. Just started receiving. We use MSU traffic safety filler every week. They are concise and point. The f i1lers . Don't recall receiving much material from this source. Not familiar with what we get. Good f i l l but - over use MSU i n Don't believe we receive any. #269. This has been valuable. It deals of our area, which we always look for. #278 . ! don't recall receiving any. references. if 237. frequently with regional news APPENDIX E, Part 12 Newspaper Respondents Written Comments to Question #13 #5. We covered with picture & story. #19. Not notified. Would probably have gone.(We've had stories on the breathalyzer when it was inaugrated in Brighton Police Post.) If we cover a meeting personally we do a story. Everything in our paper is done by the staff. Question #1 3 c o n t i n u e d : #59. Not close enough. #61. Reporter took test, main story and sidebars. #71. No - small staff. #194. No - but we did a couple of features on breathalyzer with local officers and participants. #269. Our reporter was guinea pig for demonstration. APPENDIX E, Part 13 Newspaper Respondents Written Comments to Question #14 #14. Add a course called, "What the editor does," or something similar. #85 .Discuss releases too long for a weekly paper. #130. Writing style - Put in a form we can use with least possible revi­ sion— we'e short on time as well as space. #175. Field trip: to a small town Press. How not to tell peopleabout highway traffic safety. #194. More concentration on the No. I and by far major problem: the habitual bad driver. APPENDIX E, Part 14 Newspaper Respondents Written Comments to Question #15 #3. If available. #5- Would probably send a representative.(Had checked No.) #13. This survey is being completed by the managing editor of theSouth Lynn HERALD as it effects this local newspaper; onthis topic, noattempt is made to speak for the publisher. #14. I'm very busy. #28. Yes, What is News. #36 , Have to see program & format. #6l. Yes, How to get press response. #71. Do not feel state1 .-.'?de workshop would be localized enough to produce results. #92. Would depend on date, my schedule at time, location, etc. #106. No time = I am sorry. #130. Getting the bad and poor drivers off the road! Getting at the real cause of accidents. #199. It would need to be challenging. #252. Yes, Local Traffic Safety. Death is death, but I am more interested in a low death toll in Osceola County than in Detroit. #263. Not unless it was fairly close to us. #273. Depends on when, where & tume of weekand year. #276. It would depend on circumstances considerably. #286. Don't feel qualified. #307. Probably not. 235 APPENDIX E, P a r t 15 Radio Respondents Comments t o Q u e s t i o n if 1 #2. AAA only. Others very little.(1A) Iterns used for newscasts. Undated items practically non-existant.(IB) Very limited in quantity and quality. Often stories that are received are written more for newspapers than for radio. (1C) None ever received, to my know 1edge.(1D) fi 7. But if they buy time elsewhere - material cannot be aired - nor name. Prime example - AAA.(lA) Never receive from them.(ID) H3 . 1 don't see much material coming from MSU.(lD) ff 26. It depends on what it is that they have going at that particular time.(1A) #36. Use A.A.A. info exclusively.(1A) State Police & H'way Dept, releases used.(IB) #38 . The AAA reports - particularly the weekend and holiday traffic reports are broadcast regularly on WHLS.(lA) These sources are essential in reporting news of accidents.(1B) These reports form the basis of news items and are frequent sources of persons for special interviews.(1C) We occasion­ ally refer to the Traffic Safety Center for information.(lD) #40. Too many PSA's spoil the broadcast! Saturation of media with PSA's is a reality.(lA) Rarely received here.(ID) j f k 3. Actually, this applies only to AAA which supplies telephone reports of traffic conditions on weekends and special occasions. Most scripted traf­ fic tips, fatality forecasts and other information is almost totally useless. {1A) In reporting news of traffic mishaps, State Police operations bureau is good source of preliminary information, but is handicapped by delays in get­ ting data from other enforcement agencies which hold onto it, sometimes for many hours, without any obvious reason. This process should be improved.(1B) We cannot rank MSU Center because I simply cannot remember when we last re­ ceived anything we were able to put to use. If the information has been coming in, it has not come to my attention.(1D) #58. AAA is best.(lA) Useful to our News Department.(IB) Most of it is unimpressive - dull stuff that we don't like put on our air.(lC) The trouble with such material is that we get a flood of it from so many sources and Traffic Safety is but one of many Public Service undertakings.(1D) #80. Propoganda no longer carries the weight needed for inspiring public They've heard it all before.(1 A) Dependent on severity of accidents, or incidental detail, valuable source of running news material.{IB) Features often make for interesting presentations.(1C) Statistics, no - trends and new developments, yes. (ID) #86 . Exception: Triple-A "Bring-*Em-Back Alive" traffic reports and road condition reports.(1A) Not familiar with these reports.(ID) #89 . Sometimes too broad in nature to be 'localized.' #92. To my knowledge, we did not receive any of your materia Is.(1D) #93. We use AAA Holiday News Service - Tire Industry Safety Council promos are good. Could use more.(1 A) State Police announcements are about the best source; in fact only regular source we have.(lB) State Highway Dept, weekly news letter.(1C) Do not recall receiving material from this source.(ID) I 236 Question #1 c o n t i n u e d : #9*». S t a t e P o l i c e h e l p f u l i f we c a l l them. H o sp itals - fo r g e t i t ! (IB ) # 9 6 . AAA - V e r y U s e f u l . A l l o t h e r s - U s e f u l . (1 A) #10 2. AAA weekend r e p o r t s and p r o m o t i o n p a c ka ge s p r o v i d e t h e bac kbone of our t r a f f i c s a f e t y p r o m o t i o n s f o r e a c h h o l i d a y . ( l A ) No t a t a l l u s e f u l (q u a lifie d ). Only source in a r e a M ic h ig a n S t a t e P o l i c e h o l i d a y p u b l i c s e r v i c e an n o u n c e m e n ts , w h i c h a r e o f d u b i o u s v a l u e , as t h e y a r e o n l y s c r i p t s . A c t u a l i t y t y p e m a t e r i a l has b e t t e r i m p a c t and i s e a s i e r t o h a n d l e . ( I B ) We have l i t t l e c o n t a c t , c a n n o t e v a l u a t e . ( 1 D) #115T r i p l e A Road R e p o r t s on H o l i d a y Weekends and in W i n t e r c o n t a i n road i n f o r m a t i o n and a s a f e t y t i p and a r e used on o u r s t a t i o n r e g u l a r l y . ( I A) Don't r e c a l l w h a t has been s e n t . ( I D ) #12 2. No t a w a r e o f w h a t , i f a n y t h i n g , we r e c e i v e f ro m t h i s s o u r c e . ( I D ) #126. Local - Very Useful. Others not so communicative.(1B) get info from You?(ID) #128. AAA best.(1 A) #133. Unknown to me. (ID) #136. Can't recall receiving before this past week.(ID) #1*»2. We a r e n o t rece ivin g Do we the m . ( I D ) #ll»5. Do not receive that much.(lA) Mainly from Allegan Sheriff. Usually good for news. Also Michigan State Pol ice.(IB) Receive very little.(1C) Receive v e r y little .(ID ) #1^6. Do not receive.(ID) //l60. It is the only resource we have to utilize.(lA) Have not received anything at all from MSU's Center. (ID) #161. Not sure we have received any informat ion.(1D) # 164. T h e r e a r e no v a r y i n g d e g r e e s . . . t h e i n f o r m a t i o n f r o m a n y o f t h e ab o ve sources is e i t h e r u s a b l e o r n o t u s a b l e . Each o f t h e s e o r g a n i z a t i o n s d i f f e r e n t o c c a s s i o n s . . . d i s t r i b u t e d i n f o r m a t i o n w h i c h has f a l l e n i n t o c a t e g o r i e s . ( U s e f u l , Not a t a l l U s e f u l ) . ( l ) h a s ...o n bo th #170- Should be 'localized' when possible; at least 'Regional' within state (1C) Haven't seen any. (ID) #175. I am not aware of any material forwarded to me from Center.(1D) #186. AAA only.(1A) # 189. I t seems t o me t h a t mo st o f t h e money t h a t c o u l d be used f o r p r o ­ moting s a f e t y is u s e d , i n s t e a d , f o r p u b l i c l o b b y i n g f o r more ro a d b u i l d i n g . The State spends thousands for useless P.R.(lC) #193. Most helpful is the information from the State Police. But it would help if local authorities assisted.(lB) I have not seen any from your organi­ zation, But would like to. (ID) #199* It is useful only when we can get a local representative of that company to sponsor same. Otherwise, it generally gets in a free plug for the sponsoring organization, which we will not allow.(1A) It is useful only when it applies to local situations, or contains local statistics.(1C) Again, it is useful only if we can apply it locally.(ID) #200. We r e c e i v e l i t t l e o r no m a t e r i a l f ro m f e d e r a l a g e n c i e s , some from s t a t e and l o c a l a g e n c i e s . ( 1 C) We r e c e i v e l i t t l e m a t e r i a l f ro m MSU's T r a f f i c Safety C e n t e r . (1 D) 237 Q u e s t io n # 1 c o n t i n u e d : #20*». Particularly useful are the holiday road reports. (1 A) Don't recall receiving much of any th ing .(1D) #208. AAA supplies timely and functional material of a very tangible nature. Absolutely the best, and largely localized.(1 A) This information is not as educational, but is rather an indicator of what lack of safety means.(IB) Very little received of local value.(1C) Very little of local value.(ID) #223- Not familiar with MSU Center.(ID) #233. Being a public station, all material received is at least looked at before being tossed aside. However, much of the material is too commercial­ ly biased for our use - unless we re-write it. And then we could have done the original.(lA) Could be useful, but since none have been submitted, judgment is difficult.(IB) These make up a sizeable portion of our aii— ready PSA's.(1C) Could be useful, but since none have been submitted, judgment is difficult.(ID) #236. Sometimes information is dated and, too often, slanted.(1A) Once again, dryly presented statistics detract from message's impact.(1C) #237- They do not relate to the Western Upper Peninsula.(1D) #303. State Police Public Service Spots have an excellent presentation.(1C) #305- #"A Holiday Hourly Traffic Reports enable listeners to avoid heavy traffic areas - plus create awareness of defensive driving.(1A) Haven't recei ved any!(ID) #306. AAA in particular. (IA) APPENDIX E, Part 16 Radio Respondents Written Comments to Question ft2 #2. Goodwin Construction. Goodwin currently working on 1-69 around Charlotte. #7. Alcohol Safety is important! Need to know what material is avail­ able for each of these sources. #38 . Those numbered are our sources of information for news, and some special programs. We receive di rectly, little material from the other organi zat Ions . #*♦0. Unranked sources rarely, if ever, apply to WHPR. #43* Michigan Emergency Patrol(Citizen band radio information on traffic conditions). “Active" information comes only from these sources. “Passive'' items, such as spot announcements do come from MSU, the National Safety Council, The Michigan Secretary of State, etc., but most of them are either sophomoric or are played and replayed ad nauseam. #58. In other words, the newsier and the more localized it is, the better. #99. Have found info from Genesee County Traffic Safety Commission very valuable. Has been used frequently in news and have also devoted several weeks of a public affairs series to this purpose. #115. Michigan Dept, of State - highway safety announcements. 238 Question //2 c o n t i n u e d : #145. Ailegan County Sheriff. I j \ $ k . Local Safety Council. #l6l. The rest would rate about the same. #164. Cannot be accurately determined. Any of the above may distribute useful information at times and unusable material on other occasions. #166. Michigan Highway Department. #168. Department of Highways. #178. It would be difficult to rank these, since all are useful to some extent. #195. Dept, of transportation. #199. Very difficult to assess. #222. We are not receiving MSU Safety Messages. #223. Very little contact from most agencies listed. #233. These being the only contributors to date to this station limits judgment. APPENDIX E, Part 17 Radio Respondents Written Comment to Question #12 #9- Not certai n. #11. Not scheduled, used. #43. Public service department handled. #59. Question for Program Director. #75. Do not remember it recently. #80. Too lengthy for scheduling in periods when all public service type agencies and causes compete for availabilities. #86. Not aware of this material being received. #89. Would probably have run them if received. #126. Not to my knowledge. #154. Yes * If these came within the last 2 or 3 years (none recently). #160. Would like to have it. #161*. | do not recall having seen it. #195. No...to my knowledge. #197- Not known. #199. Prefer recorded spots. #200. WI sh we had! #204. Don't know. #241. L imi ted use. #303- No record of receipt - but would like them. #304. Don't know - I didn't see personally. If we did, we used it. If not we would like to have it. 239 APPENDIX E, Radio Respondents W r i t t e n Comments Part 18 t o Q u e s t i o n HZ 117. ffS, 2 minutes to 60 seconds + editorials. 3 minutes(But varies greatly). #26 . More on weekends and Holidays. If30. 7 mi nutes . #3f>. Average (heavy on week-ends and holidays). If38 . In news very difficult to answer, since this varieswith what news stories of this nature are breaking - some days nonesome days more than If mi nutes . MO. 60-seconds PSA's. M3* Impossible to estimate. Much info communicated outside thenews. #58. This would be an impossible figure to come up with. It would vary seasonally and with transient local conditions. #99. Variable. #100. More - Spots & Programs; 2 minutes - News. #126. More -(news); 60 seconds -(minimum PSA). Much more at holiday times - at least 10 minutes. #l4l. 4 minutes, monthly average. #145* Some days more, some days less - 3 minutes. #164. None specific. Dependent on day of the week,time ofyear, holiday, etc. #173* Much variation - won't try to measure. #199. Very Little. #204. 2 minutes - it varies, of course. #216. Varies from none to 20 minutes per day. #303. More - includes News Copy. APPENDIX E, Part 19 Radio Respondents Written Comments to Question #4 #4. Very little done on a News basts, area too small; NoEditorials, do use AAA Holiday Road Reports. #7- Alcohol: Editorial #1; Public Service #1. #26. We don't do editorials. #38. In commentary, I, as news director, have voiced my conviction that drivers are more important in highway safety matters than any other consideration - and I have said publicly that if drivers would use good judgment and common sense at all times, this would do more for safety than any other factor. #43. An entertainment programs. #91. Public service - No priority. #94. I would prefer more PSA, etc. material on driver practices & would gladly schedule more time but small staffs don't have the time to research or write this material. We rely on material sent to us. 24 0 Question #4 c o n t i n u e d : //96 . Driving defensively - watch out for the other guy - Editorial If 1, News //1 and Public Service I f } . #100. We are in a rural area and could use 20 sec., 30 sec., Spots on Slow Moving Farm Units on our High Speed Highways; also could use back to School Safety Spots. #102. Acctdent-Fatality Impact. The Accident-Fatality Impact is more properly an effect than a cause, but we consider this to be a major ramificat ion - it should be listed. #127. Traffic Volume. #136. No Editorials. #A0. No edi torials. m 2 . We use all we can - Time. #145. Sheriff Interviews on each subject; replaces editorials. #160. No editorials. #161. No edi tori als. #162. No editorials. #164. It is my opinion driver error and/or neglect is the major factor contributing to highway accidents. Public service time is so oriented. #189. We do not editorialize. News stories stand on the!r own merit. #199. Traffic problem areas. #200. No editorial coverage given to traffic safety. #211 . Accident reports. #233. No editorials or news. #236. Statistical information. #300. Do not editorialize on highway safety. APPENDIX E, Part 20 Radio Respondents Written Comments to Question #5 #36. We feel the B 1GGEST factor is Driver Ed. £ Auto maintenance. #38. You failed to list - Accurate source ofInformation. Accuracy is in my opinion, along with availability, the most important reason for using material. #53. Direct reports from police agencies. #102. Obviously, we consider the MOST important, and the most effective & easiest way to reach the listener. #126. We try to cover police news, highway safety, and good driving in that order, with the big push on holidays & bad weather days. Ml. What ever becomes most important to the safety of people. #154. Relevance to safety problems(in our opinion). Criteria for news differs from others - reply based on Public Service." #160. Preparation style, some cases. #164. Desired psychological effect. #178. They are most compatable with radio and vice versa. #189. It's obvious that poor driving cause most accidents so that's what we concentrate on.! I 241 #199. Importance to local traffic situation. #200. More locally oriented material is preferred. #303Editorial & News staff accepts - what we believe is proven statistics That people(Driver) is by far #1 Problem in Traffic Safety. APPENDIX E, PART 21 Radio Respondents Written Comments to Question //ll if 2. if 3. Listener association. Good presentation of information. Timing & local . #4. 1. General content, 2. Localized, 3. Length. t i 7. Localization, length, continuity, originality - and if it can be done with "Jocks." #8. Localized. Does it motivate? Is it creative enough to 'catch1 listener then 'move' them. #9- A reason to justify its use. #10. Localized, impact, time. #11. Local, timely. #1*t. Length, quality of production(mus1c - sound effects, etc.), interest to 1isteners. #26 . Timing, localized. #30. Brevity, importance to listeners in our audience, source and immediacy. #3*t. Appropriateness to local listeners, length of script. #36. Length, immediate impact, importance, will the listener react? #38. Timing, length, localized interest, communication ofinformation which will arouse interest. #40. Educate and motivate re.; safe driving techniques. #**3- Pertinence to the listener. #1*7- Purpose. #53. Length. #57- Local, the length. #58. Brevity, localization, scare element. #70. Length and listener interest. #71. Length - localized. #75. Length of announcement, evaluate contents. #77- Localized - seasonal - if taped = length. #80 . It must, first, have local appeal, and second have some meaning to the listeners. #82 . Length and localization. #86. Localized, length. #89 . Length, localized. #91. Relevant meaning, length, interest, local interest. #92. Timing. #93. Local impact, length, what does it say? Is it a valuable new approach. #9*1. Loca 1ized . #96. Length, Is the spot vital to our audience? 242 Q u es t io n #11 continued: #]00. Length, timing. #102. 1. Quality, 2. Relevance, 3. Timing. #103. Localized if possible & holiday info - we are a large tourist area. #115. Memorability - did I learn something from it? #122. Length, timing, localized. #123- Timing, localized. # 126. Timing, does it communicate? #127. Believabi1ity. #128. Length, localized. #133- Honest, believabi1ity - approach - not more than 30 sec. #136. Timing, recorded quality. #137- Timing. #11*0. Length, localized. #11*1. Localized, impact potential, will it help. #11*2. Loca 1ized . #ll*5. Length & how interesting it is. #11*6. Length, timing. #ll*7- Length and professionalism of material. #151*. Combination of factors - again depends on intended type of air usage, #160. Localized, fear. #162. Locali zed, #161*. Psychological effect, subject matter. #166. Locali zed. #168. Length. #169. Locali zed. #173. Does it hold the listener's attention? #175. Loca 1ized. #189. Quality & significance. #193. Locality, timing, length. #194. Loca1Ized. #195- Audience appeal along with length, timing and local interest. #197. Timing, Localization. #199. Locali zed. #200. Local appeal, level of significance, timing, written in an interest­ ing style. #201*. Content. #205. Quality approach. #208. Length, timing, localized, #211. 1. Localized, 2. Timing, 3- Length and 1*. Fear. #216. Length, tImi ng. #218. Length & localized. #219. Length. #220. Localized. #222. Timing. #227. Localized -- timing. #233. Length. Is it a PSA, or a ser ies of 5 min. programs, or a half-hour special? 243 Q u e s t i o n #11 continued: #23*+. Localization, length and timing in thatorder. Length, of course, then immediacy, content, localization and impact, not necessarily based on fear. #2*+l. Length. //300. Different approach than most. Original idea, quality of recording, effect locally. #303- All - or combination of: length, timing, localized and fear. #30*». Localized - interest - length. //305. Shortness £ effectiveness. #306. Length, localized. #307 ■ Localized. #315* Localized. ff 236. APPENDIX E, Part 22 Radio Respondents Written Comments to Question #6 #2. Safety Spots, very good; poor, all others. #*t. Don't have much effect do they... in final totals? #7. Unfortunately - you can cry wolf for years £ when people are met with a crisis they have forgotten. Need fresh ideas - always. #38 . Skilled educational material - able to arouse motorists' participation - would be truly effective. MO. Scare tactics overused in all types of PSA's; dulling effect. M3. Poor when taken alone. Predictions are anathema. But we sometimes use weekend statistics on Monday morning when other state news is unavaila­ ble and when the period has been particularly good, particularly bad or major mishaps have occured. #9*+. Vie should educate drivers and not try to scare them into obeying traffic rules. #126. If done right - too much, or done poorly, they're a detriment. #128. Safety is basically a negative item in the first placel #l*+2. The hard true approach is best. #1*»7- This type of information dissemination during holiday periods need not necessarily be of a "scare" nature; simply an appeal to the aware­ ness of obvious hazards. #15*+. Necessary evil. #16*+. I believe the "scare" approach is the only way to jar motor vehicle operators out of the habit and complacency in the limited time radio has to devote to this subject. #197. I don't feel that very many people pay much attention to them anymore. #200. Research indicates that the "boomerang effect" in "scare" approaches is highly probable - turns people off. #208. It's a personal preference - I prefer fact to scare. #233. Personally - silly. Station - related -- again, no submissions, no judgements. 244 Q ues tio n #6 c o n t i n u e d : $23k. My opinion is that the safety spots probably do the most good with the weekend predictions and scoreboards doing almost no good at all. #236. Generates a definite apathy in listeners. A case in point is the relative ineffectiveness of anti-smoking "scare" campaigns. #303- Possibly running tota1s(fata 1s) have been over used in some instan­ ces & new approachs may be needed. APPENDIX E, Part 23 Radio Respondents Written Comments to Question #7A i t 7. News tends to cover the worst - but the small accidents are identifi­ able to all. #3 . Causes of accidents, especially types of people who tend to have accidents - ages, etc. #36 . Who was at fault(if) & why? #38 . I believe all of the above are rather well covered in the news reporti ng. #75 - Too much tolerance for the drunken driver. §80. Seldom does investigating agency provide adequate follow-up. I f ] 00. Need for more creative announcements on all facits. #136. Vehicle inspection. #15*1. Leniency in court handling of traffic cases. # 16*1. None specific. News is news...and often information such as listed above is simply not available. # 189 , It is essential the public knows that high point, drinking drivers cause so many accidents. #200. Bad roads & road conditions. #208 . I.E. The drinking driver seems to be a large contributor yet, particularly on fatals, by the time a driver is adjudged drunk - it's old news and not used. #237* Better highways. #303. Stronger enforcement for reckless driving & driving without a license & insurance. APPENDIX E, Part 2 k Radio Respondents Written Comments to Question #7B #2 . #10. Proper driving habits maybe not neglected, but needs more emphasis. Causes of accidents, laws. $]k. Affects of Drinking & Drugs on Driving. #38. Skilled preparation of educational material to arouse driver part ici pat ion. $k0. Auto maintenance. #58. Not sure. 245 Q u e s t io n #7B c o n t i n u e d : Seasonal: 60 Sec. discs/tapes. Causes. Driver Practices. #9K #100. Spot announcements on Safety. #102. Public support for strict enforcement in Courts. #147. None. Most stations receive all sorts of material and can successfully formulate an all-encompassing program with prudent selection of subjects to fit all the time they have available. //164. Driver Practices...defensive driving techniques. Properly operated, motor vehicles are a safe and convenient mode of transportation. Driver awareness and technique must be stressed. Mechanical malfunctions are rare, if vehicle is maintained. #189. We should make it tougher - But that's a legislative, not broadcasting problem. #208. The courts could do more public relations in regards to penalty. #77 . mo. APPENDIX E, Part 25 Radio Respondents Written Comments to Question #8 #2. Road conditions in progress on major highways throughout the state. Bad highways or intersections to be avoided if possible. iij. News-w ise. ..noth ing much. Public service-wise - A lot. Need causes, prevention, projects - etc. #9. Good PSA's that really have something to say. //30. More highway/road condition information for use in traffic reports. #38. Possibly some sort of a weekly report - county by county - of areas where heavy traffic congestion exists or is expected, along with alternate routes to by-pass these areas. #40. Positive advice, re.: car maintenance & driving techniques. #43- Driving conditions, particularly those based on fast changing weather cond it ions . #47. Highway conditions. #57- None that we can think of. #58. I believe we have a wealth of information now - more than we can effectively use. #75. :10 sec and; 30 sec.spot announcements for long weekends, with other not-dated for day-to-day use. #80. Guidance on trends in causes other than driver error - Also, more reasonable access to experts in highway design safety. #89 . Information relative to pending traffic legislation. #91. Tips on driver techniques. #93. More professional public service recordings. 83k. Basic driving rules! Slow traffic to right, etc. #96. 30 sec. spots on tape of good technical quality. Not a "garbage" DUB!" #100. Spot announcements. 246 Q u e s t io n ft8 c o n t i n u e d : #108. Promotional material to urge more strict legislation £ court en­ forcement of existing laws. #115. AP should give causes of accidents when they report them and drop their emphasis on the tabulation of accident victims. //122. AAA Holiday £ Winter reports are interesting, factual, £ attentive. Wish we could have more things like this on a continuing basis, however we do get complaints from area insuran s salesmen because AAA receives so much 1Free Publi ci ty.1 #126. Continual hints on good driving. #127. Heavier news coverage of accidents, injuries, driving records of involved drivers. #128. No specific comment. #133- Vehicle safety standards. ft\hO. Fatalities per day not just weekends. ft\k\ . Continual traffic conditions, continual driver education. #11*2. State standing - How many accidents per/day/year - take lives in state. #15**. Regular news on number of convictions for traffic violations - It's obviously impressive when we dig it out - another "scare tactic." #160. Bad roads and road repair. #161*. 'Quicky1 arlver education capsules promoting safe operating practices and defensive driving techniques. #168. Highway conditions, public service announcements. #193. Traffic conditions and status of roads around the state, a daily report for airing as a news story. #199. Anything local. #200. More road condition reports, especially in summer - more road construction reports £ detour info. #20**. Running summary of legislation - w/views of the various highway groups concerned. #205. Suggestions for action in specific accident situations...Example "What do you do to avoid hitting a deer when it stops in the road," etc.? #208. Answered previously. #211. A closer contact £ willingness to co-op with police. #218. Major causes of accidents ---? #222. Detour £ construction areas. #227. Accurate winter driving conditions on a regional basis. For Example - A road report for the U.P. only....a report designed for a specific area. #233. Have no day-to-day coverage at present. However, drivers and riders need seat belt habits. Tell them about road conditions(not traffic the road itself). Stress vehicle condi t ion checks . #236. Simply that news is more effective if broadcast when it happens, rather than hours or days later. #300. Road construction news, regionally. #305. Tips on what motorist should be aware of - in different seasons, time of week, etc. 247 Q u e s t io n # 8 c o n t i n u e d : //307. Areas of high accident and the causes of the accidents at each dif­ ferent area. More info as to road construction, i.e.: lanes closed, times they closed, best alternate, route to avoid. //315. Number of persons who would escape injury or death if they were wearing seat belts. APPENDIX E, Part 26 Radio Respondents Written Comment to Question ft 9 Accident reports. Would love to get info on scenic &/or Vacation Trips - Desperately. General Safety. ff\h. Seat Belts. //26. Holiday highway traffic warnings. #36. Scoreboard(from UP wire). MO. Driver 'do's and dont's*. M3 Except for actual reports on conditions, our public service depart­ ment handles scheduling and data on spot announcements, features, etc. ff 58. Road conditions. #128. All of these. #161. Road conditions. #16^. Safe driving practices and defensive driving. #193. AAA - Bring 'Em Back Alive Slogans. MOO. Preventative measures, defensive driving. #219. Weather and Traffic Conditions. #233- We do not direct. We offer. We offer what we receive, we receive none of the above(unless "Highway Hi-lights" qualifies under 9 ~ 5) ifl. #7* f t 10. APPENDIX E, Part 27 Radio Respondents Written Comments to Question #10 n. #3 . M. #7. #8. #9. #10. drivers. #11. Education of the driver. Warnings of the major causes of accidents. Stop deaths S accidents on highway. Should inform, not scare, work for tougher laws. To prepare people in situations, stressing defensive tactics. To eliminate highway accidents, naturally. Reduce accidents - make people aware of dangers. Road conditions(Michigan), Impact (as opposed to scare) for Michigan To Change(Improve driver attitudes). fl\k. To make safer drivers & cut accidents. #26. Less accidents. #30. Should be of immediate interest to the motorist listening on his car/t ruck radio. Give him information that will help him or her. 248 Question #10 c o n t in u e d : #3*1. To reduce highway accidents and fatalities through information to public. # 36 . To make people aware of their responsibilities to themselves and others #38 . Primarily to arouse drivers to use common sense and good judgment - so they will stay away from dangerous situations and drive within the limits of their ability and the capabilities of their vehicles. H kO . Educate & motivate re. safe driving techniques. Hk3. To keep driver, educator, legislator, carmaker and insurer posted as to his responsibilities to each other element, to himself and to the public at large. //1+7- Make the driver think. #57. To help reduce fatals & accidents. #58. Make the driver take his safety more seriously. #71* Prevent accidents. #75* Fewer accidents. #77- Alerting drivers to hazards from themselves & other drivers. //80. To force the driver to continue to think, and therefore act, safely. #82 . Information. #86. Promote defensive driving. #89 . Be both informative and educational. #91. To educate drivers — provide correct information to help them avoid mi shaps. #92. To save lives. #93Instill that second conscience to keep you cool even when the 'putsers*(slow vehicles), hills, curves £ clocks are against you. #9*1. Promote good driving at home, in city, etc. Everything seems to be directed to expressway driving. #96. To make the listener more aware of traffic safety. #99* Emphasis on defensive driving. #100. E d ucatio n. #102. 1. Motivate the citizen to force governmental action on highway safety. 2. Reduce fatalities during difficult driving periods. #103. Lower accidents of all kinds. #115. To get the point across. #122. Save lives; prevent injuries, reduce accidents. #123. To inform the highway users. #126. Solid reminders of good driving habits, overcoming seasonal difficulty and fighting misconceptions. #127. Education, indication of and follow-up on prosecution of drivers. #128. To save lives. #136. Driver education & re-emphasis in known causes. #137. Awareness, to the point of being receptive for action - attitude. #140. It should serve as a curb to accidents & lower insurance rates. #l*tl. To reduce traffic accidents. #1*12. Reduction of Death £ injuries. #!*f5. Getting bad drivers off the road. #]*t6. To remind £ inform. 249 Q u e s t io n H 10 c o n t i n u e d : #147. Make people aware of traffic hazards and how best to avoid needless acc iden ts. #154. Reduce traffic accidents. //l60. Should educate, i.e. - information on laws, points, etc. #164. First, to lay the blame squarely where it belongs...on the driver... to strip away his defenses, then stress saie operation and defensive driving. #168. To reduce deaths resulting from traffic accidents. //173- To save as many lives as possible. #175. To cut down the DEATH TOLL. # 189. Slow down motorists 6 make them more concerned about driving. //193. To promote and alert the driver to be prepared for the unexpected "Watch Out for the Other Guy," "Defensive Driving." #194. Reduction of Traffic fatalities. #195- To prevent traffic accidents. #197- To educate the apparentignorant driver of his driving problems. #200. M a k i n g d r i v e r s highway c o n d i t i o n s . #204. S afety. #205. #208. w ith p re v e n ta tiv e m e as ur es and i m p r o v i n g Make most information available before the nuts hit the pavement. Save lives and reduce P.I. accidents. #211. Keep #216. Save 1ives. #218. fa m ilia r lis te n e rs inform ed. Educate. #219. A reminder of road and weather conditions. #222. Educating d r i v e r s . #233- Reduce vehicle accidents, promote vehicle tourism. #236. #241. #300. D e c r e a s i n g t h e r a t e and number o f Reduce a c c i d e n t r a t e . To r e m in d d r i v e r o f s a f e t y . m ishaps,m ajor #303#304. #305. As listed in question #9 above. Point out specific benefits to driver Inform motorists. #306. To r e d u c e f a t a l i t i e s in any way tra ffic & m inor. in terms of dollars ^ life loss. p o s s ib le . #307. Save lives - move traffic smooth. #315. The safety a person has while riding in an auto. We are more Inter­ ested in learning if a person was wearing his seat bell in an accident. APPENDIX E, Part 28 Radio Respondents Written Comments to Question #15 #2. #7. #10. Effective means of communication. Alcohol is now - & will on further topics of importancy. Competition for Public Service time #26. If ! have the tim e .(T h a t's my w h o l e p r o b l e m . ) #38. Sometimes, with a small staff, it is difficult to arrange time away from station - but if this can be arranged, I would beglad to participate. 250 Question #15 c o n t i n u e d : ffk3’ Would need to know what such a workshop purported to accomplish and how it would be conducted. #58 . It would depend on when and where It was held. Like most radio stations, we have a small, compact staff, and we're all busy all of the time. It is quite a sacrifice to devote substantial time to an outside activity. #80. Workshop would accomplish little if more understanding of the true nature of the problem is not generated. #82. We do not have a news dept, as such, so that would hinder our participation somewhat. #86. With small staff it's difficult to make a commitment. #89 . If 1 can be of any more help please contact me. #102. Our staff is too limited to participate. #103. If at all possible. #115- Limited time available. #128. If time permitted. #133- We would be happy to send our public service director. #137- Any topic. #1^2. 1f poss ible. #1^5- Mo time. #t*»7- Regional problems. #16*1. Would be unable to do so. #173. Yes, if time is available. # 189. Any responsible broadcaster would be well-aware of the needs in this area. Workshops waste time and money. #193. Please place me on your mailing list to receive your materials, if I can help you. #211. Schedule them in local areas so local problems can be taken up and minimum time from work. #236 . Cooperation between media and their sources. Given an opportunity to prepare and a locale within reasonable travel distance. #237If it were held at Northern Mich. University. #303. Material most useable by media. Would suggest news oriented persons. Also depend on location. #305. Limited personnel. APPENDIX E, Part 29 Radio Respondents Written Comments to Question #16 #9. Make public aware of causes of accidents, demographics of typical people involved in accidents. #38. The need for SKILLED presentation of information so as to arouse drivers to participate in safe driving practices. May I have a copy of the results of this survey. #80. Keeping the public informed - The others would be a waste of time. 251 Q u e s tio n #16 c o n tin u e d : #102. To develop an advertising campaign designed to get legislators, courts and insurance companies to stop the prattle and start acting and quit leaving traffic safety up to the good will and competence of the motoi— ing public. To get out of the public relations business on traffic safety with pap like this and stimulate actton by the public servants. #115. To study entertaining and/or Tnformative communications and discover why they are successful. (I.E. Triple A Reports; Dept, of State's humorous spots; news stories that explain how accidents occurred.) #1^2. Urge Public Involvement - one and all approach. #189. Why waste time on any of them? Just work getting the massage of Who causes accidents. #233* Why should we develop a way to get the public to pay for highway safety? They paid for their cars, and their insurance, and their gas. Teach them to use what they have already paid for, and they will be less hostile to the idea. Who would buy anything labelled "We'll only charge you a little money to do something you could just as well do free?" #303- Discover new ways of motivating public demanding higher standards by drivers, etc. APPENDIX E, Part 30 Television Respondents Written Comments to Question #1 #2. Interestingly enough radio material superior to T.V.(lA) General excellent coop, from official sources In this area...unusual, by the way.(IB) Inclined to "Pap" and "Puffery."(1C) Visually static generally.(1D) #3. Because --- does not have a 'nightly' news service we are not in need of this type of information. #7. Safety Counci 1.(1 A) No news program to use them in.(IB) Not familiar with service. (ID) #9. Have not received any materia 1.(IB, ID) #10. Material could be more useful if it were mailed directly to the Editorial Director.(1D) #11. Useful for background and commentary purposes.(1C) Film spots most useful .(ID) #12. Prefer to eliminate commercial ident from Ins. Co. material.(1 A) Don't get much.(C) #13. Some of these tend to go beyond the line that separates public service from commercial material and can't be used.(lA) Some of these tend to be poorly produced and look amateurish and can't be used.(lC) #H. Haven't received. #15. AAA stories on issues such as Zilwaukee Bridge, Sleeping Bear Dunes, etc. very usefu1.(1 A) More useful when applied locally.(1C) If it includes film w/s tory .(ID) #17. We don't get enough.(ID) #20. We are able to utilize, not too much due to market size.(IB) 252 APPENDIX E, Part 31 Television Respondents Written Comments to Question //2 #2. Also valuable = Michigan Driver Education Association and Michigan and/or National Safety Councils. #5- Some wire service material is based on information from other Sources 1isted. #8. T.S.A. about as good. #16. Local Safety Council. //17- As mentioned, we get very little. But, could use much more. #19. We cannot run AAA Auto Safety Spots. #20. AAA rates high due to it's assistance with roadreports during Peak of Holiday Seasons. Not necessarily wo with announcements of PSA's. APPENDIX E, Part 32 Television Respondents Written Comments to Question #12 #6. Actual titles not available by count. #9- Some of the spots run were some time ago & nothingcurrent has been ava i1ab 1e . #10. Please mail to Public Service Director. #23. Don't know - I'm News Director not Public Service Director. APPENDIX E, Part 33 Television Respondents Written Comments to Question #3 ffk. a7. #8. #13. #18. 2 or 3 times a month(60 sec.) or when warranted. No news or editorial programming. Varies. 5 min. weekly(approx.). News - much variation - won't try to measure. APPENDIX E, Part 3^ Television Respondents Written Comments to Question #*». #9. #23- We do not air daily newscast - only specific community news. We don't editorialize. 253 APPENDIX Television #8. #16. #20. Respondents W r i t t e n E, P a r t 35 Comments to Q uestion They are all most important. Relevance to Safety Problems in our area. Need for understanding in these areas. #5 Length of Material APPENDIX E, Part 36 Television Respondents Written Comments to Question #11 #3#9. To some degree through PSA spots. None are directed specifically, messages are rotated. APPENDIX E, Part 37 Television Respondents Written Comments to Question #6 #5#12. #16. #19. Predictions-No, Comparative totals-Yes. Do not think it is working - A case of crying Wolf. Necessary evil. They are not listening. APPENDIX E, part 38 Television Respondents Written Comments to Question #8 #2. #3. Research Info. Since we do not program daily - no comment. f tk. News of research & legislation would be easy to slot in newscasts due to viewer interest. #6. PSA's. #8. We're most interested in anything which will help traffic safety. #12. Follow-up information on "Causes" i.e.: Driver Fault(Drunken, Poor Eyesight, Lack of Knowledge of Laws, etc.); Poor highway Design; Automobile Fault. #16. Regular news on number of convictions for traffic violations. #19. Satisfied. #20. More positive stand on Hiway Issues - less dodging. 254 ' APPENDIX E, Part 39 Television Respondents Written Comments to Question #9 #2. Common sense incentives to safety. #5. 1. Prevent deaths, injuries. 2. Reduce costs of driving, i.e. in­ surance rates. #6, Public Information & Education. #9. Advising people how to avoid accidents. Updating people on current & past driving laws. #12. Reduce accident potentials. #13* Attitude change and control. ff 16. Reduce traffic accidents. #18. To save as many lives as possible. #19. Showing people what life is like without any other member of their family. if 20. Aimed at stopping or definitely slowing accident rates. #21. To educate the public to drive safely. #22. Educate; defensive driving for all. APPENDIX E , Part 40 Television Respondents Written Comments to Question 10 #2. Pertinence, believabi1ity, honesty. #5. 1. Novel approach. 2. Believabi1ity. 3. Effectiveness and 4. Perti nence. #6. Clarity, relevance, Good taste. #9. Content and overall message. #11. Good communication of an effective message. #12. Credibility, Viewer Impact. #13. Importance of message. Lack of commercialism. #16. Combination of factors - Depends on intended type of usage. #18. Does it hold the viewers attention? #19. Usability for television. #20. Fresh approach. #21. Immediate area conditions. #22. Local application. APPENDIX E, Part 41 Television Respondents Written Comments to Question #15 #15. #16. #17. #18. #19. #20. Yes, if in FIi nt. Competition for Public Service Time. Yes - If possible. Yes, if time is available. Our time is limited to public service. Stat ion Function - etc. It wouldn't be useful to us.