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COLLEGE OF HOE/1E ECONOMECS
EAST LANSING, MICHIGAN

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MICHLGAN STATE UNWERSITY
COLLEGE OF HUMAN ECOLOGY
EAST LANSLNG, MlCH. 48823

AR AfiALYSIS C? FCCD ARTICL;5 AKD FCQD ADVgfiTISISG

13 L103? 5¢L~3?h3 flgffifilLLITLfl BAIL flLdJlfif;R$

Catharina 3. Love

A incszan ygyéa

aubmtttod to
fiiohlgan State University
in partial fulfillment of the toquiromenta
for tho degrao or

fiAQTLR a? 3311335

Institute for Extenalon kcrnonnol Developmont

1965

The author wishes to cxyresc lincere (ppteciation
to Dr. fianward L. fitlln who gave tha initial impetus
and diraction for this study; to Dr. Essen A. billet
for guidnnco and onccuragement in tho canpletlon of
the manuscript; to fir. fiery L. chhart and Dean
Joanctto A. Lee for thatr eonatructiva criticism,
cooparntion, and interest. onnowlodgnent in also
extended to the writer's colleaguan for their continuoua

tutors-t and support.

11

iAaLi C? ccnr;xr;

fiCKECKLEDGfi$R?3 e e e e e e e e e e e e e e e e e e
Llwr 0? TABLLd e e e e e e e e e e e e e e e e

CRAITiR

I IEE§C§UCTIC§ e e e e e e e e e e e e e e e
chkgrnund to the PTOBIQI e e e e e O
inportence of Consumer Internation

end nducetion e e e e e e e e e e e e

Review of Related Studie-

e e e e e e e
11 5TUDY BigIGN e e e e e e e e e e e e e e e
{130 FIFiOd. e e e e e e e e e e e e e e
SpflO. RGKIUICDBnt e e e e e e e e e e e e
bubJCGV flutter Content 0 e e e e e e e e
Cetegcriee for article Classification . .

III filial-Zia“ O O C O D O O O O O C O O O O O .

niCTlCfi It
ihyaicnl Characteristics of the Feed
IEQOI e e e e e e e e e e e e e e e e e
Runner of Issues Containing Advertis-
ing and firtiBl.’ e e e e e e e e e e
Pages of Food Advertising . e . . . e .
Column Inches Of nrticlee e e e e e e e
Coepnrison or ndvertieing space and
article 3plfi. e e e e e e e e e e
Relationship o: Article Lynne to
Number or Issuee Containing Articles.
Comparison of herket nine and
Circulation with Advertising end
Article 5936. e e e e e e e e e e e
fiumner: 0f finding! e e.e e e e e e e e

niCTICR II:
5Ub36€3 flatter Content e e e e e e e e
cleeuirieation or irtiolee . . . . .
number and Dietribution of
Cetegoriee e e e e e e e e e e e e
Comparison of iregeretion Cetegory
with All Cther categories 0 . e . .
Breakdown of ireperetion Category:
ntenderd end Gourmet . e e . . . .
fielntionnbip of Space: Preperntion
to £11 Cthflr Cetegory e e e e e e e
Anelyeie of Article Content end
Advertising Eupport . e . . . . . e
EUflQIP! 0‘ Flfldiflfi. e e e e e e e e

iii

0 O

1?
i7
20
23

25

23
29

33
5)

39
42

‘7
51

IV ‘Uwrn: I A53 CCHCL”SIC§3 e e e e

Finding“ e e e e e e e e e

ihyeicni Characterieticn .

Article COOtBDt e e e e e e
Conclusione and Implication!
Reconnendntione to: Further St d:

C...
0....

e
e
e
e
.
u

BIBLIOGRiihz e e e e e e e e e e e e e e e e

fili~§DICfis e e e e e e e e e e e e e e e e 0

iv

00....

0.0...

00....

LIST C3 TABLHS

number and gercentage of ieeuee containing
food advertising and ertiolee, oleneified
by day of the wee: for two one-week yeriode.
JUDG and July 1963 e e e e e e e e e e e e e

Runner end percentage of ieeuee containing
food advertising end ertiolee. classified
[or each ne-egnper for two one-week
periods, JHDO and Jfllf 196) e e e e e e e e

number or pages, oolnnn inchee and per-
centage used for Iced edverticinn in
selected newspapers. clneeited by day of the
week for two oneneeek periods, June end
July 1965 e e e e e e e e e e e e e e e e e

Hunter of peace, colunn incnee. and per-
centage: of food edvertining, classified
in selected newspaper for two one-week
periods, June end July 1965 . . . . e . e .

somber of pegee end percentage difference
in food edvertieing tor one week in June,
coupnred with one week in July. 1965 e . . e

Column inohee and percentage of food
ertiolee cleeeitied by do: of the week
for tea one-week periode. June end Jul:
1965.00.00.0000000000000

Rank end percentage connerieon or food
edvertieing nnd article space by day of
the week, for two one-ween pericde, June
end July 1965 e e e e e e e e e e e e e e e

number end percentage of column inches of
load ertiolee. cleeeified by newspaper for
tuo one-week pericde. June and July 1965 0

Rent reletionehip of eecunt ct erticle epece
to number or ieeuee containing food
ertiolee in selected newspapere for two
one-week periods, June and July 19%) . . . .

.2!

18

19

21

22

22

2Q

24

25

26

11

12

15

1k

15

16

17

15

19

r909

 

Comparieon ot edvertising end erticle enece
by percentage end rank, end percentage
difference for eelected newspapere for
two one-week poriode, June end July 1965 e 27

Total number of column incnce of food
edvertieing end ertiolee for two ORG-HOOK
periods, June end July 1965 e . . e e . . 28

Comparieon of rnnke in eiee of food nerket
ecrvioed and circulation of paper with
tonne in percentage of advertising and
ertiole epeoe in selected newspapere
during two one-ween perioce, June and
July 196} e e e e e e e e e e e e e e e e 29

Eunber and dietribution of subject netter
categoriee in selected nee-papers for two
one-week periode. June end Jul: 1965 e e e 3?

Kosher end percentage of eecn category for
eelected neulpepere for two one-nook
p.310dl. June and JUI’ 1965 e e e e e e e 53

Sumter and percentage in Eroyaretion
cetegory congnred with All Other cetogory
for selected newspapers {or two one-Hook
pGP‘OdI. June .35 July 1965 e e e e e e e #0

Comparison of Ironeretion and All Ctner
category by individuel paper. for selected
newspapers, for two one-ween periods.
Juno cnd JUI, 196} e e e e e e e e e e e e “1

Hunter and porcentege ot Ercperntion
category itone cleeeified etnndnrd or
gourmet for selected newspaper: for two
one-woe: periode. June and July 1963 . . . 42

Sunber end peroentege of troperntion
category itcne cleecified standerd or
groueet by individual newspaper for two
one-week pericde, June end July 196) . . e 45

The reletioncnip of total column incnee of
{reparation cetegor: to total coluen
inches or ill ttnor category for eclected
newspapers. two one-reek poriode. June
end July 19$} e e e e e e e e e e e e e e 46

vi

TABL: lace
m m

20 Number of food nrticleu. out of total food
articlee, referring to fresh ucctn and
Arcduce, for tuc cue-week periode for
eclected neucgapcra. June and July 1963-. . #8

21 The relationahip between rerezencec to
fresh acct. nnfi produce in articles and
edvcrticing support to trash mcxtc End
prcducc {or eelcctcd newspapers, two
oncnvcek periode, June and July 1963 . . e 49

22 Each compariccn of article content with
casual support from advertising for
selected newcgppcrc, two one-wees periods.
JMQ‘MJRIYI‘fifieeeeeeeeeeee 50

vii

Ciiiu’l‘ 1.34: I
1 51 1‘3? b11331 £35

Lack of coneunicaticn between the retailer end
the eon-nae: ie one or the neJor problene in present-day
market structure. Current trende indicete thet thie gap
will widen ee eociet: beconee more urban. markete more
complex. end the eerlety or goods and cervicee increaeee.
Continuing decline in personel eeleenensnip end content
nee forced ccnennere. knowingly or unknowingly. to look
to other sourcee for informeticn end eeeietnnce in buying.

Heeepepere ere e neJor connonicetion medium be~
teeen the teteiler end coneuner end ere potentially at
lenet e good eource or buying inforneticn. The purpoce
c: thie etudy ie to investigate the content of food
edvertieing and food feature erticlee in e selection of
metropolitan dnil: pepere. 3peciticnlly, the objectivee
ere:

1. To noneure end compare the epnce ellocoted

to food advertieing end to erticlee ebout
food.

2. To enelyee the content of tho erticlee to

determine the ecope of the subject matter

covered.
1

km...“ ...-“NEW

2

3. To exenine the extent to which edvertieinz
end article content ere notnelly nonportive

end/or conpienentnry.

Background to the iroblen

Renewed interest in improving and expanding
oonsuner information and ednootion nee come about since
the end of world Hnr II. Circuoetmncee evolving from
repidly changing narkete, rrodnot growth, and tine
renuired to they have given impetus to the trend.

The complexity nod wide range or noode ie illus-
trated by the fact tnet e gient supernorcet or dieoount
house any cerry ee non: ee 20,000 different iteee.1
According to e recent United atotee Department of Agri-
culture teleoee. coneuoore chop in eupernorkete that etock
on the average tron 6,600 to 6,000 items, compared with
only 500 items 50 yenre eerlier. For example. of the 135
kinde end cute or meet oveileble. selection may often be
and. Iron ee nan: ee as cute in e oingle etore.2

While this research is focused on food. I einilnr

 

lanynond U. fioecker end Bale Andereon. “The
rodern Supermarket - finerice'e Trademark.‘ A.rioulturoi
Ferret no. united fitoteo fiepertnent of Agriou are,
E‘s“ £5 a. De 0e. “3’ 1965. P0 13.

     

z'nuperobundance at the Supermarket," Food and
acne notee, United Btntee Department or nation tore,
E€¢6EBG§WE. 1965. De ‘e

5

range of choice in en apparent among houeobold febrioe
end clothing. In addition to the neturtl fibere. once
eeeily identifiable. there are 16 major tyoee of non-mode
fibere, eoob eveiieble under e variety of nenufnctorere'
trede nenee. Further veriebilit: oonee free nuneroue
coebinetione end blends of the fibere. ee well no the
finiebee epplied to the febriee.3
these exemplee of food and fiber variability illne-
trete the necessity for conoumerc to have continuel eoceee
to reliable eourcee of inforoetion before ohopring. In-
proved connunicetione between retailer end consumer would
contribute to increased consumer eatiefection end in.turn
would benefit retoilere eince e satisfied cuotooor ie one
beeie for bunineee eucoeeo.
Irjcrtonce c£230nrumeg
Ergxxnotion and educgtm
In en enelycie of coneunor buying problems grior

to the product explosion of the pott~tcrld-tor-Ilera.
finrgeret Reid, professor of eoononice, Iowa State Unia
vereity, obeerveda

The mejor defect in the information

concerning goode ie its incompleteness....

Lince buying in on over preoent problem

and practical questions arise tron do: to

day. considerable ettention in consumer
education neede to be given to eourcee

 

5American none iconomice Textile handbook, 1965.

n

of information. To be eetiefoctory the:
ruet be rcodili accessible. coolly unscr-
etood end e¢ei 1 reliable on a guide.
the further maintained tnet 'inprovenent in
ooneuner buying competence will.cone with better eo-
queintnnoe with the product and the market, end elec fro.
changing merchandising practices so that it it easier to
exercise wisdom in deciding what and where to bu:."
in e diecaeeion of opprOprinto eroronchee to
coneuncre' problona. Goon Bynorc of the Boyertment of
Eonoebold icononice and ucnnnecent, Cornell University.
outlined nine gcuie for consumer education. Two of tneee.
pertinent to tbie study. tangent that efforte to educate
ooneunere ebould include: etnnderde of quelity communi-
cated to the purchasing public in nontecbniccl language,
end e knowledge of eourcee of information about products.6
bore rccently, Eergoret Linton. hood of none
fienngenent end irofeecor of Loooooioe. Iowa Stete Uni-
‘Veroity propoeed special rclee for foniliee that require
ettontion in reletion to their conrunption. Lne of the
prtpoeele eusgeeze e need to: “Capitnliee on the po-

tentiele of the proceecee of demand creetion (cdvertieing.

_...i A

‘hergorot 5. field, Sonfiumcrn andrtbe Sorbet, New
York, I. n. Croft: end 00., 1742, p. 100.

51b1de. De 139.

633cc J. Byrero. “Concunor Lducation end the Home
Loononiet,‘ gourno; of Hone_bconcrigg, no: l9n5, p. 527.

5

etc.)...to cuooee products to be bought which are in keep-
ing with the necdc or the ultimate Ionily uoerc.‘ In
connecting on thie point further. Liston edvoceted that
leuiliee learn to use end be epprecietive or edvertieing.
one concluded that "occdccic teaching, continuing econ
cetion. ena eeee-ocdie communications have e gigantic
tack or helping families ee consumers to be euare of,
interested in. end ective...ae coneumore in e dynamic and
abundant or high-level consumption eociety.‘7
Botn private end public inetitutionc concerned
with the diceemination of coneuocr buying and marketing
information rely increeeiugly on once media to reach ex-
pending audiences. Although tnc tendency nee been for
radio and television coverage to grow in recent years.
newspapere continue to be the noet important source of.
local marketing inforoetion. Local retoilcre ere the cedar
purcheecre of newspaper eoece {or edverticing purpceee.
Since the end of Ucrld II. their eugencituree for newspaper
edvertioing have risen {too 9120 million to 55.7 billion
in 1962. (I tnie amount. $2.9 billion woe spent by locel

advertieere.B ficoctdino to the editors of govertigigg

 

7fisrgoret i. Liston “Synceicc of Coneumption,‘
paper preecotec et the Con erence on Mobility, love otete
Univercity, September 2965. p. 20.

B'Advertieing iinell Tops 12 Billion,‘ Irintoze
Ink. Hobrucry 15. 1965. Pe go

6

Age, the American public page more than one billion
dollere e year to purchaee copiee or nowegepcre. so

other cediun derivce thet ouch eupport from the public.9

Bovine or geletcd Studies

finny coneunur behavior etudiee have dealt with
the kinds of product information desired by potential
enoppere; othere nave focused on the ncdie preferred
for the dissemination of thie inforuetion.

Jenee anytonlO found that certain voluee and
motivations operated in urban nczenokcre' nindn an the:
thought about meal planning and grocery chopping. Some
econonic ecnect euch ee getting a good buy, saving
money, or coet of {cod woe most frequently mentioned.
Doeire to provide edecunte health and nutrition for the
family and bow to tell Quality were mentioned no the
next cost important considerations.

Higher income honenekere with more education were
more interceted in knowing how to get the best quality
for the money. The: eleo were more concerned with the
nutritionel copecte then were the once with low income

end leee education. lhe letter. ee well ee older

9'The world of Advortieinc.‘ Advert in: A
epeciel edition, Jenner: 15. 1965, p. on.

lanuce ?. Bayton. “An prlorctory Study of the
Harketing Information irogrea for Consumers,“ fintionel
Analysts. lno., inilndolphic. Eonnoylvonie, April 1956.

 

7

ehoypere, listed no important the need to cave none: and
keep within e budget. Younger ohOppere vented to know
how to congerepricee in order to get the best buy.
Boston further observed that look of familiarity
with producte, high yrice. and the inehility to recognize
quality were berricre to buying some foods. Heete end
treeh produce were mentioned most frequently on topice
where more inroreetion would be helpful.
chton round that more per-one (59 percent)
preferred newspapere to other medie for merketing end
buyinfi information. Only 13 percent named television
88 the favorite eource tor {cod information. compared
with 9 percent for tedio. It won pointed out that the
lee-income end lower educated urban homemakere eore those
who revered radio for food information.
11 study

in e enell coal mining community eon concerned with the

In contreet, one phase of Julie dhenk’e

communicotion channole need for food buying information.
L: the 94 households, 71 were on some form or public
assistance. Col: tour of the householde' herds were
employed. The rest were either unemployed or retired.
sixty percent said that newspapers were used most often

for obtaining food inrornetion, tough 90 percent of the

 

nJolie thank, ”The hutritive Intake of and
interaction Hedie Used by e Group of Food ataop hecipi~
ente.” xenneylvanie otete University. 1954.

If.

J!

8

household. bod tCICVSoion and radio. shank'l findings
suggest that neveraporo have potential at a means or
communication for this kind or information to low-income
tazilioo.

In a stag, to evaluate the oovorago or the Fichigan
Knrkotiog Information for Consumers rolosaos. Suysond E.
aorton found that more than half of tho persons contaotod
in 8 of tho 11 newspayor surveys had read the reloaoc at
some time. fie further reported tact information in tho
rolooso had reached twice no many pacple through newspaper
so by either radio or tolevision.12

A: garb of the fiiohigan evaluation series, Kory
5. Holmes investigated homemakera’ knowlodgo of food buyb
in; and their attitudes toward food information. She
found that oomsonly accepted food buying terms used in
regards to quality. gradoa, or otrndnrda were frequently
niaundorsnood. fie: conclusion you that these torma, if
inclufiod in food information, must be defined or ex-
plainod.13

...—

lzaaymond :. Horton and James D. ahotfor, “The
Audience. for infornotion holoaooo by the fiichigan
fiaraoting Information agents through fiewspayer, Tole—
Vioion Ina audio.“ Article 41-3, Department or Agri-
culturyl boono&ica, flichigan fitate University, August

1958.

13fisry 3. doiaoo, 'Eomo Iaplicationl of Level
or Knowlodfio and Cpiniona or micnigan fionemahers about
{ood Buying," floater‘n Thesis. fiichigsn abate University,
E56.

9

Following a content annlyain of kichignn reloalol,
Enrol. F. Gilloogio repoxtod that the moat nanful typo.
of'infornntion.relntod to tl.o current market situation
and buying guido inforxation. Emphasis in this latter
respect. nho concluoed, ohoulfi be on guide; that focus
on selection according to kind, oino, and quality of
foodola

in 19%}. John 3. nobortn published a report of n
regionnl study involving none than 7,230 women in 114
different southern urban areas. Cno phone notornincd
the connunicntlon channels noon and attonpted to find
out if food shapporo associated specific buying do-
cinionl with any of tonne. nignty-throo percent reported
buying agooiflo itonn boonuno of grocery utorn névcrtioo-
monts in nowogagors. Roberts regorted tht education
level was a more discriminating factor than income.
College-trninnd women were twice on responoivo to grocery
stoxo advertisements no menu thoso with unoor fan: years
of annealing. Arise was given firnt on too main reason

15

for referring to nauagapor sources.

1“ “floral: fl. Gillespie, "An "valnotion of salootnd
Molasses of “trkotin Information for Consumers,"
finatnr‘n locals, fiionig n .tato University. 1158.

15John 5. Aoborto, "Gourcoa of Information and
Food angina; Decisions, ” ‘outh.orn Goo; orntivo o. ion
Bulletin 65, University of Acntuoky, A5ri cultural
4x e; inent tation, 1 i'ril 1T 3, pp. 21-?3.

This review, tnoufn not oxhauativo, outlines too
dinenoiono of too problem under study. It shows that:
(l) oonoaooro use newcgayera more than othor neurons for
tarkcting and buyinf intorootion; (9) they asoooiuto
agocific purchaac: with ojvertinomonta‘ and, (i) tho:
have a variety of needs for inforzution.

Tncoo latter nxoda include information on juflging
quality and coognrinz prices. Aaloctina moot anfi froth
proioce have been indie ted as opacifio area: whet.

acre infarmotion in desired.

A selection of night metropolitan daily news-
pupors yrovidod the raw data. An ottoApt no: msda to
chooao newspapers from fiiffesnnt aarket areas nsd thoae
that nafi a circulation of 15C,QGG r over. ine payers

selected included:

 

 

Launnrrono Circulation1
Atlanta Constitution 2G2,E}5
nonvor Loot lfil,7fi
Detroit Free ireon 52%,95A
hanaoa City linen 43,5 (‘8
ion Angelos limos 757,0?6
Loulavillo Gautier-Journal 22C.13O
Lilwaukoe Journal 55§.8S7
inilvdolzhia Bullotin 73,,751

A-ile it HA: rocrgnixed tint the pApora varied ocnoid.or-
ably in tho number or pages, it wAa felt tfiat bocauoe

of tho erylorctory nature of this study, 6139 would not
be consiéerod a nigniticnnt variable.

loouzca: :tsaflsrfi Patg:gni batgr,Arvico. July

 
 

9'30
11

12

According to the itendard Aatg and fats Legzigg
classification. there are 242 major metrOpolitan food
narkct areas in the United States. The parAra chosen
achid 8 of tho top 55 toad marge: areas. based on volume
of .8108. These areea, according to the clasaitication.
ranged in rank tron second for gas Angelou to thirty—
tiftb {or the Louisville area. Together, tho payer.
circulate in urbAn areas that represented alnoat a A?
billion food market. or 12 percent or the matroyolitan
food store sales in 1&52.2 Ago Apptndix A to: listing

of each Aarket area.

-Ti:o iorioflg

. Although it was recognised that any time period
would have nutriood, two aha-weak periods from June 23
to Jun. 29. 1965. and from July 16 to July 22, 1965.
more ohooea.bocuuso Inpplieo or {roan fruits and
vegetable. are generally larger during the aumaor months.
It Ell lllo“ time that an: nest convenient for acquir-
ing the aeoosaary data. Because of difficulties in ct-
taining issue. or the §$l339§£2m§235323 2c: the on-
cablisbcd Jun. dates, tho period from Jana 20 to June 27,
1963 was aubntituted.

A11 insufil for tho two ono~wock porioéa var. ra-

vicvod. Thou. oonteining food advertising uni/or food

_._.._

21b14.

:3

L3.

15

article: were rotAinod for the cnnlycio. Bocaooo two
papers published no Sundoy issues, 108 isouoa were
accumulated. Ct this number, 5) contained either
articles or advertising. or a combination of the two,

listing 55 iosucc to bo discarded.

hcthodo for obtaining Desired Information

Contact analyoio on: used to investigate both
article: and advoctioing. The intention was to describe
what categoriou of food information are available for
patential food choppers win that. newspapers. frooodurc
involvcd in tho study included both measurement of cocoa

and cloccifioation or subject nutter.

Advertising was recorded according to tho ozo-
portion ct space allocated on a given pa§8. Coly food
advortioomcnto occuzying at loAct coo-fourth of a cage
were tabulatod.

Because of the dirroronce in length 0: articloc.
the column inch, 3 c;aco one column wido and one inch
deep, was decided on on a manAgoAblo unit or measure.
Includcd in tho also. measurement more illustrations and
hoao inc: accompanying the articles. AAprintc of food
articlea in Agpondix 3 show how the column inch was used
as the recording unit.

For purpose of comparing the amount or ogaco

14

cllocctcd to advertising with the cocoa occupied by
articles, 170 column inches was not to reprooent a
standard page even though slight variationn in page since

existed among the papers.

Fiublilog g getter Coming

The cnclycic Iocnood on two broad categories-
freon neat. and produce. Thane cutegoriee were picked
because they: (1) repreeent the two single lergeet
consumer food expenditureegg (2) require rapid turnover
to orcvect loss of money for the retailer; (5) have lose
label information then processed foods; cod (4) are
designated by ooneunere to treat where more information
would be helpful.

ltenc in the two broad arena or fresh manta and
produce were recorded according to their prominence in
advertisements. ironinenoe in this sense pertained to
items that stood out or attracted the attention of the
render. These were designated by (l) placement on the
pag.‘ (2) nice or printt and/or. 5) use of illustration
or art work. in exonple of this clceeificntion technique

is reproduced in ingondix C.

 

51c 1965, fresh coats, noultry, and rich accounted
for 16.5 percent of grocery store sales; froeh fruit:
3nd vegotnbloc. for 10.5 percent. Eocd Tooioo, Annual
Survey of Consumer Expenditures, Bacon or an .

  

15

 

Categcriea f0 Attic}
C £.___.._2

ass JAQEtflog:

 

 

 

 

Subs-o: nutter catagcries were dcve10ped to

decoribc tht content or the artxoloo. when. categories

were dcchOpod from (1) a preliminary roviov or a

roprunentativ. number or nrticlcl from tho different

plpitl. and (2) catcgorian used in previous consuucr

studios.

Elna broad clauniticutiouu or theme: on-

ccapnuaing 2} nubaivinlons evolved. incao included:

1.

90

5.

‘o

5.

6.

ireparation

Standard or Legals:

Gourmet - fiiacorical, Buttonality Foods
Basia cooking irinciplo or T19
Torsonllity Eeaturcl

fiandors' uxchaugu Lorvico

F3210.

Haulth
Rutrition
310:. Calories
iood Value.
honaarch

Buying fluids:

kmount to Buy

Cost Comparison.

Guide. to Quality, Grade. 31:.
criteria for fihooning

Caro

Handling attcr Eurchaao

Typo GI atoragc or Length at Elmo
fiasagenont

Time
Honey
nuick and Laly Techniques

16

7. fiarkcting Functicne

flow Products and How Proceeaee
iroduction and Uictribution icpocte

8. Sugply

ficcconclitr
Availability
hcrxeting horcccct

9. flicoollnnooue

The food articlee were read and olaaoified
according to the foregoing categories. Contact ecphaoie
and titlea were abetraoted for each article. Special
notation. were cede when an article included information
about or featured freen neatc and produce. Thin latter
information use neoded to shoe to what extent edvertiaing
and article content were complementary end/or actually
eupportive.

Because of tho nature of tho subject of food,
aono article: included core than one category. When
thie one the caee, tho subject matter one recorded in
more than one classification. Tho purpose of categoriea
woe to tabulote tho froqucncy of reference code to a
eubjcct. not nccceearlly the length or depth to which e

topic was diocuasod.

CEAET43 Ill
$134133;

The firet section of this chapter presents
physical characteritttoe of the food aoctione in tho
nevepcpere etudiod. including tho number of iceuce
containing either food advertising or food erticloe and
how these coupcred by do: of the ace: cud among papers.
Alto included are amounts of epece allocated to
advertising and ertioloe and the compariocn of those.

The subject matter content of the articlee cud

ita relationchip to advertieing are included in tho

second eoction.

 

fortybcix, or 32.6 percent. of the 168 nevepapcre
contained come food advertising. Thirty-four. or 31.5
percent. contained at loo-t one article about food. The
frequency of edvcrtiecnente end articloe by day of the
week for the individual pacere ie tabulated in Appendix D.
Those frcqoonciee are given for iecuee of all pdpord

together, by days, in Table l.

l?

15

TABLA 1.0-Hunber and percentage of issues containing
food edvertising end articles, classified by day of
the seek for two oncavoek periods, June and July 1965

. _ » ___ AA. A ‘-

 

 

 

v M“:

Rucher_of Issues

 

2=====fiu~

w

A

 

 

 

 

 

 

deerticing farticles
Bey A_ H 1 H 5;‘
gandey ‘ 8e? ‘ 11.8
ficndmy 9 19.6 5 14.?
Tuesday 1 2.2 1 2.9
Wednesday 8 17.‘ 6 17.6
Thursday 15 28.2 1} )8.)
Friday 6 3.0 4 11.8
Saturday 5 10e9 1 2e9
Total 46 100.0 5# 100.0
========E :; #4 A fl-zr»cr4 : zc==

 

The highest percentoso of food advertising
appeared in the Thursday issues. Twenty-eight percent,
or 13 issues, cocteined such advertising (see Tobie 1).
flonday rankcd second with 19.é percent, while .ednesdcy
was third with 17.4 percent. Only one (2.2 percent) of
the Tuesday issues contained advertising.

Thursday use also the most popular day for publish~
in; food articles. Thirteen. or 38.3 percent. of the
Thursday issues featured one or more food articles.
.ednesday was second with 17.6 percent, followed by honday
with 14.7 percent. Only one of the Tuesday and Saturday
issues contained articles. Clearly, then, sdvertioing

end food articles tended to appear on the some doys out

19

of etch week and to appear in roughly the same preportion
or issues each day.

here issues of the contained food

 

advertising than did any or the other papers (see Table 2).
dine out of 12 issues featured ease [cod advertisement.
The Denvs; rest and the fiilgockoe chgg 1 were second.

Zach had 7 out of 10 issues with food advertising. The
asdiae for all papers was 5 issues. or 10.9 percent of

the total. The itiants Constitgticg ranked lowest with
only 5 issues contsihing food advertising for the period
analysed.

ThBLE 2.-flumbcr and percentage of issues containing

toad advertihing and articles. classified for each
heuspaper for two one-see: periods. June and July 1963

A ___- ._‘.

4wEusbc; of Issues

A ‘.‘

 

 

 

 

 

Advertising Articles:f_
heesphper AA _ “A 1! % A 2! ‘fi ”_
Atlanta Constitution 3 6.5 s 11.8
Denver 10st 7 15.2 5 8.8
Detroit fires Press 5 10.9 a 25.5
dances City Times 9 19.5 6 17.6
Los Acacias Times 5 10.9 2 5.9
Louisville Courier-J. 5 10.9 4 11.8
Kilssukee Journal 7 15.2 2 5.9
Ihiladelphia Bulletin 5 10.9 5 14.7
Tote1 46 100.0 54 100.0

 

2O

tors issuos c! the Sstrcit Frye Erect contained
food articles than any of the other pagers (see fable 2).
eight of the 12 issues published some form of food
article. It was interactih: to note that the reco"s
C * Tine , which yublishcd no sundry issue. ranked
second in tothl number of icsccs with articloo. his
of tho 1? issues conteinod secs form of food article.

in. :03 gnfalgg fangs and CD! TiIWHUKEB Jourfigl were

lowest. with only two issues each containing orticlcs

 

{or the two coo-woes periods.

L;geg¢hf Food idzcrgioin:

The number or gages of advertising for each day
of the tech was consistcht with the anchor of issues
containing advortisihc for the {opera studied. he was
noted with iscuss, ihursdhy she slco the outcthhdioc day
[or pages. fifty-nine and hug hair gercent, or 144
pages of odvertininz,wos rccordec for thic do: (ace
Iabie 3}.

the soot significant dittcrohcc noted Uh“ that
even thou h Eondfiy sis ccccnd in number of issues ccn¢
tsicih: advertisinz, it w'o third in anchor of ysxes
with $3 pogos (15.5 gercsnt), outrhnked by .cdhosisy
with 3% pages (14.3 gerccnt). only coo-fourth of a
page or aivcztghihz was tabulated for Encodhy.

The ?ilw«utce igurcgg ranged first with 51 pages.

—‘

21

Tina; 5.-§umber or rages, ooluan inches and percentagc

used for food advertising in selected novapnpors.

classified by as: e: the week for two one-week periods.
Juno ant July. 1965

 

 

 

 

 

 

 

::===:fi +* — "4a32fl==========$==========F:' x :3:
food advertising

30. at Coiuzn .Percentu 0
Day _ ‘_4__ irzosfl__‘ Inches‘ of Tctgfln
Sunday 4.0 650.0 1.6
Honda: 52.50 5,595.0 13.5
fiuoaday 0.23 42.5 0.1
todneaday 56.20 6,120.0 1¢.3
ihursday 144.30 2a.43e.0 53.5
Friday 18.95 3,120.5 7.6
uaturday 7.25 1,252.5 2.9
Iotal IQZ.25 41,132.} 100.0

 

__ .__.__... ....i _‘ A.

 

’170 column inches used to represent a stundard page.

or 21.2 percent of the totsi gages or food advertiaing

to: the gexiod atudiad (as. Table 4).

 

giggg vita «5 pages, or $.8 percent. and the range;
235; with 32 pagaa, a: 15.) percent, ranked second and
third, resgactivaly. fhe Detrcit Frqgflirges. tha Lg;
£n~ n_:im3§, an: the .hilagalggia Buigatin were layout,
nvorsging about 20 pages each. or 5.3 yerceat oi the
total sanglo.

Katie 5 BhOdS that tbs number at pages of advertis-
ing published in uach or the twa week: was relatively
consiutont. 30 change in the amount of afivertiain: occurred
in the issues of the flare g 51:; Times. Eon: of the paper.
had lgg§_tdve:tisina in July than in June. Three had 5953

22

TABLE &.-—Kunbor or pages, column inches, tad yoroontaooo
of food advortioinq, olaasiried in selected newspaper for
two ens-rook periods, June and July, 1965

 

Food Advertising ’

 

 

to. or Colu_n ioroentago
Hcvspnper . .mflu_ Page: Inghgp' of iot i“
‘It1.n:. Conttitution 20.50 4,545.0 11.3
Beaver foot 52.85 5,&52.5 15.)
Detroit Fro. irons 20.53 5,435.0 8.5
Kansas City Timon 45.50 7.755.0 18.6
Lon angels! iimol 20.00 5,4d0.0 8.2
Louisville CouricrwJ. 25.60 4,250.0 10.5
zilnaukoo Journal 51.25 8,712.5 21.2
ibiiadolphia Bulletin 19.25 5,272.5 7.9

 

10‘31 242. 25 41.13205 100.0

-...—. v.”- --..—.-. v~- .— - ......“ - -..—u. ......— o-bg—u .....- “...-.3 uM‘ g..- _..n. ...- -, .-

 

'170 column 1..n.. used to ......an. o standard page.

TABLE 5.-Rumbor or page: and poroontsgo dittoronoo in
food advertising for on. week in June, compared with
on. not: in July, 1955

mid --c-w~ afl--.rO—w~-’ -.. u—ang-u-c u»... ~w

 

Bunber of i1 3..

 

 

 

: Percontago
Howapoper L# “A _Juno July ADifroronco_
itiaata Constitution 12.75 15.75 0 25
Don't: rout 11.50 20.75 ¢ 80
Eotroit Fro. Krona 11.53 9.00 - 81
Kansas City Time: 22.75 22.75 0
Lou Angelou Time: 10.25 9.75 - 4
Louiuvillo Gourior-J. 11.50 13.50 + 17~
Hiiwonkoo Journal 2¢.75 2&.5O - B
1hiladolphio Journal 10.75 8.50 - 20
124.50

Tot§1 1

17.75

 

2)

odvortioing in Jul: tnon Juno. Tho exceptionally high
tango at nine pogoo noted in the gonvoz¢iont may have
boon o rorlootion of tho popor'o policy concerning food
interaction during o nook that prooodod A holiday.1
unotnor or not this popor cnangod tno regain: do: for
publioning food odvortioing during the following nook woo

not invootigotod.

We! ofjniolog

Sovonty-tour poroont of tho orticlo column incnoo

 

woo oubliohod in the Thursday iooueo (coo Isblo 6).
.odnoodoy with 10 peroont woo occond highest, followed by
sunday which oocountod for 7 porcont of tho totol ooaoo
givon to toad orticloo. The lowest number of oolunn
inohoo woo rooordod tron Tuoodoy and Eoturday ioouoo.
icon or tnooo dnyo accounted for loco than ono porcont

of tho opcco occupiod by orticloo.

 

Thoro woo o high corrolotion (.61) in tho ranking
of dcyo of tho nook and the ooount or opooo ocouoiod by
ortioloo ond odvortioing (coo Tobio 7). lucodcy, .odnooday;
Thursday, and Friday ioouoo ranked oinilarly. Tho por-
oontagoo or opoco in Soturdoy, Sunday, ond Honday ioonoo

mono loco ordorod.

 

1Thursday, July 4.

20

TABLE 6.-—Column inohoo and poroontcgo or food nrticloo
cloooitiod by any of tho weak for two one-rook poricdo.
Juno cnd July. 1965

============a=============z====z======z=================

Column inchon

 

#7

 

 

0g! finmbor * iorcootago w
nondoy 125.00 2.0
Tuesday 19.00 0.5
iodnoodoy 573.75 10.0
Thursday 4,287.75 74.2
iridny 312.75 5.5
SCtumq 135.50 0.8
total ~

5,760.00 _ 100.0

m M
V-rv Y, -7 , , t... H

 

 

Y WT fi_,__r
w v.. , i ‘7

ToBLE 7.-£cnk nod porcontogo conporioon of food
odvorticing and ortiolo opnco by any of tho nook, (or
too ono—wcck poriodo, June and July. 1965

 

 

 

 

 

 

=======a===========gud§eztioingAA Article

‘23; w y“ Egooontogo “RnnE' reroentggo Rank:
Sunday 1.6 6 7.2 5
Kondny 13.5 3 2-0 5
Tueoday 0.1 7 0'5 7
Hodnoodny 14.8 2 10.0 2
Thursday 59.) 1 7o.2 i
iridoy 7.6 4 5.5 a
accuracy 2.9 5 0.8 6
Total 100.0 100.0

     

Rank ordor correlation - .81

25

no shown in chlo 6. tho opoco ollocctod to
ortioloo vcriod oonoldorobly noong tho individual poporo.
Too poporo, tho Boots; toot onn louiozillo Couriog-
goggggi. occn hon iooo thon 175 colnnn inohoo, which woo
olightly onto thon ono pogo for tho too oooko. Too

poporo. tho and tho Eiloaukéo Journal,

 

publiohod coon i.130 column inchoo during tho oano tino
period. Tho giigoukoo Joggggi|ocoountod for 27.3 percent.
tho oqnivolont of 9.) pagoo; tho Log iggolog Tinco {or
19.7 torocnt or 6.7 pogoo. Thcoo too poporo nod ranked
loooot in nunhor of iocuoo contoining orticloo (oco ratio
2) yot highoot in opoco oliocotod to orticloo.
TABLhra.-3unhor ond poroontogo or column inchoo or

food orticloo. cloooitiod by nonopopor for too one-woo:
periods, Juno and July, 196}

   

 

 

 

Columnfincheo;_
Iow‘zogor —*#, huober Eoroontngow
itionto Constitution 897.25 15.5
Donvor root 160.50 2.8
Dotroit Froo Prooo 795.00 13.8
Ram 01” Timon 213“], Boa
Loo ingoloo rinoo l,ltl.00 19.7
Loniovillo Courion-J. 171.50 3.0
flilwaukoo Journal 1,578.50 27.}
Philodolphio Bullotin 817.50 lt.l
Total 59730.00 100.0

W

wait:

.32

'4:

MN ‘~.Mwo

26

Folntionchi* of hrticlo
L;acg_to agiber of 180060
ontETnin; Artic *

        

A oompoiloon or orticlo ognco with nunbor o:
iooooo publishing orticioo rovonion on invoroo relation—
ohip botooon tho too (coo Toblo 9). ;hns the higher tho
rook in nonbor or ioouoo with orticioo, the lower tho rank
in onount of tho orticlo opoco.
T5835 9.-Rnnk rolotionship or amount of article opnco

to nunbor of ioouoo containing rood orticloo in ooloctod
nooopoporo [or too onoaoook periodo, Juno ond July, 1965

--W" ”... *-¢~’*-H~‘W u. ..a‘ --~.WWCo n-w-vog,...—valo-womd'-n

   

 

 

 

 

 

 

 

hank

flonbor or Anonnt of

Issues with Articlo
Boooggpor _ irtio1oo - hpoco
Eotroit Frco lreoo 1.0 5
honooo City Tinoo 2.0 6
rhilodolphio Buliotin 3.0 o
Atlonto Constitution A.5 5
Louisvilio Conrior-J. 4.5 7
Doctor.ioot 6.0 8
Loo ingoioo Tinoo 7.5 2
fiiloonkoo Journal 7.5 l

‘7 “*I‘ x ““* : a;j==========z==================

rho . -o60

Tho Filwogkeo Journn; ranked first among tho
poooro in tho amount or both advertising and nrtiolc
opnco-aohooing 6 percent noro orticlo space (coo Tobio

10). Tho Eaggrg Cit; Tizcc, with tho second highest
ononnt of odvortining (18.8 porcont), ranked sixth in

K‘t

27

orticio opocc. Tho cp;ocito was tho coco for tho Lg;
Angclgo Timon. in 11.5 percent dittoronoo in ortiolo
opoco ovcr odvortioing cpnco who recorded. There oppoorod
to to no conciotcnt pottorn of tho proportion of oyaoo
givon to ndvortioing to that occupiod by articloo in tho

popcro tndiod.

TahLE lO.-Con§cricon ct odvortioing and orticlo opoco by
porcontngo can rcnh, ond poroontogo difrcrcnoo for ooloctod
novopapcro for two ono-oock pcriodo, Juno and July, 1965

 

W

 

 

 

Adv. _f Art. Biff, in E
howopopon _*. t hon: % hank Adv. hrt.¢
fiilonnkoo Journal 21.2 1 27.} 1 6.1
Eonono City Timon 18.0 2 5.8 6 15.0
Doctor Foot 15.} 3 2.8 8 10.5
itlonto Constitution 11.8 4 15.5 5 5.7
Lonioviiio Courier-J. 10.5 5 5.0 7 7.3
Dotroit froo Frooo 8.5 6 13.8 5 5.5
Loo Angelou Tinoo ~8.2 7 19.7 2 11.5
Ihilonolphio Bullotin 7.9 8 10.1 4 6.2

A A

rho . o5].

iotol odvortioing published in tho eight paporo
oxcoodod orticlo opoco by oovon to ono (ooo Toblo ll).
Tho onounto for both odvortioing and orticlco were found
to to rolotivoly conoiotont for occh of tho tine periods.
Advortioing retlcotod o 1.9 porcont incrooso in July;

ortioloo, o 1.9 porcont cccroooo. fiver-oil. more food

information (610 column inchoo) was published in July

than in Juno.1

Tosh; ll.-Totc1 number of column inchoo of food odvortio—
ing and orticloo for too one-nook poriodo, June and July.

 

 

 

 

 

 

 

 

1963
hdvcrtioing__ Articlco__ 9*Totnljf
Column Column Column
fionth lnchoo %' Inchco ‘% Incheo A
Juno 20.017o5 860? 50058o: 13o) 23.075.0
July 21.165.0 58.6 2.721.5 11.0 25.836.5
TGt‘l 41,183.5 37o? 5.780o0 12o, ‘6.962o5

 

Conrcrioon o!_§vrkot Sing
nd_0;rgufotion wit?
_gzcr=f§ing_an.éhrt,clo Song;

in night to oxpoctod. tho oico of the nnrkot and

 

 

 

circulation of tho poporo ooro highly rolotod. high food
onion in n norkot oroo tondod to corroopond to cite of
circulation for tho pcpor (coo Table 12). it was further
ohoorvod that tho three marketo highest in volumo food
onloo ranked loooot in tho porcontogo or ndvortioing.
Thooo tindingo ouggcot tho hypothooio that tho noro
notropolitnn in choroctor o nonopopor.bcoonoo. tho icon
will to tho onphooio given to nounpcpor food odvcrtioing.
Tho poroontogo or opooo occupied by nrticloo.
conporco oith norkot oiso ocd nooopopor circulation.

rovoolod no pottcrnon rolotionahip.

__‘

lcoloulotod tron a... tabulctod in Tnblo 11.

taco; 12.-Gonpcrioon of ranks in also 0: food ncrkot

oorvicod and circulation of pacer with that: in yoroontago

of advertising can article opoco in selected newspopcro
during two one-woo: poricco, June and July, on}

 

 

 

 

—:—‘:: n. __ -7 v“
hank M
oioo o: w
Food

fifirhflt Circulation forcontngo iorcontogo
City florVicod or lope: or .dv. _Aot £rt.w_
Loo Angola: 1 l 6 2
rhilodclphio 2 2 6 4
Dotrcit 3 5 6 4
fiilooukoo 4 t 1 1
Knuth! 5 5 2 5
Atlanta 6 7 4 3
Denver 7 8 3 6
Louisvillo 8 6 5 5

—¢-—.-—. ..-... ‘ .

 

  

Tho invootigotion of tho characteristico or food
page: in eight metropolitan daily newspapers for n two-
oooh pnricd retooled nonc importsnt differences. on toll
on oiniloritioo. in tho number of iocuoo containing food
inrornnticn one in tho oncunto or odvortining and nrticlo
opoco.

or the 103 ioouco occuhulotcd for the two nooks.
halt corriod food information. Eorty-oix issues foctnron
food ndvortining, while so contained at least one food

.ortiolo. Thursday icouon ooro outntnnding for both

50

urtiolea and advertising. although some food information
was carried each day.

fieaourement of colunn incneo to: the total amount
goblinned on each day or the wee; disclosed a high
correlation (.81) between aivortiaing arson and article
space. {needry. tedneoday, Thursday, and Eriaoy issues
ranked similarly in both article: and advertising. aundey,
xenon}. end Saturday inane: were 10!! ordered.

Siftyanine and one-half percent of the column
inches or advertising for the eight papers we. published
on Thuradey; 14.8 percent on Redneafloy and 14.5 percent on
fiendsy.

neventy~four percent of the column inches of
crtioiel was printed in Thursday issues. «caneodoy ranked
second with 10 percent. Lace thin one percent or article
space was found in Tuesday and satnrdoy issues.

Cf the total column inches of food information
published, 83 percent was advertising and 12 gozoant was
food articles. 30 conoietent pattern in the ;roportion
of advertising and ertic1o opaoo we: observed anon; the
poperm. into. paper: bed Iron 7 to 15 percent more of the
total odvertiaing than articlel. Five papers carried
Iron 4 to 12 percent more of the article then advertising
space.

taper: with tho largest circulation serviced

geogrhpnio areal that reflected relatively high food

31

sales. noucvcr. as circulation and union incrcneed.
advertising apocc declined. Althou:h Lon Antclca.
ihilrd¢1;hia, and :etrcit were rogrcscnt tivo or tnc
largest food naxkcts, papcro for tnecc sra 3 showed coma-
wtat lower amounts of advertitinr. Ea niz‘lar pattern
was found with circulation. food sales. or articla space.

than rogers were comgcrcd infiividually on the
number f lacuna publishing food information and the
amount or advertising and articles, the followinz was
found:

icvcn payerc bud advertising in from fivo to nine
of their issues. inc_£onssa titz Tires publicged 3150
issues with adverttningi tho gcnver East and the
{liceukee Journal to turad advertininr in seven iscuce.
four papera htd advertising in five issues. Lnly thrcc
isnue: of too Attoqgc Confit‘tntiog_bnd advertising.

none of the paper: had less than 19 9 gas of food
advertising {or the two vests. Ehree yapcrs had over
53 pages each. The Lijwaukeg_qucng; ranked first with
51 pagan followed by the cannon Cit; Timon with c5 pages,

the Egngeg ficcg with 52 gages. the atlggto Sonntituticg

 

 

filth 28 paint. and tho fouiaviilc Touriegygegcrgl hith

25 pages. The Votroit freq ireng, loo :ngolgs T1368,

 

and tze igilziclftin Eulletig on 3 had less tnan 25

page. of advertising.

:2

$ncwing less gatierainr than edveztmsinx, Lac
number of ibfiueu Hit} feed txticiea ranfiud ire; & hi'h

cf (lab: {er tue earsit fi:ca :: 21 to tag iiauca each

 

"... ' ‘ . ... r '4:- -. «v. ‘ ~ ' ... .-. ' 2'" Q. -
101' ‘3‘. l1..Y-..U..ui U“...rb£ufi§ “L1 «CB nu Vicar; a¢m£§€0
“‘mumw A _——-—

 

avar-Lll, cclumn inane; 9! articles varied con-

‘3 :- ~ - - ' " ' - l ‘ -' ‘ f ' n. 7: a r "'9 ~11 T- m '
a. er.blj. she .11“ u-re and 3-? an: ’03 ufl v.3n .i.e§

 

publiahei eve: 1.1”U Culan incLezg the 3e var rest and

._—

5.3
h

uisviilc ;OJF;Q:-JCUISEL 9 cu rad less trnn 175 cclumn
13699..

There was an inveraa relationship betueaa the
number of inauas with articles and totsl artfclo agacc.
aha :etrtit figcg .rfiss, :;ng~s~;ity Tixgg, and -hiia-

$911619 figllrtin h rhest in ixaues carrying food

‘4 AA
V—ww

articlan, r.n¢od lowest in 633cc gives the axticlea.
in. Eng r~elca Tiagg and i11u*uvq. Jaurn*l, r axing
latest in issues with nrticlea, were highest in article
optca.

Inc ovaroall ricture nu aaaza that a a rind aegrea
of patterning u»a present in the tubiiaaticn of food
info nation. T215 éoes ant, however, diacounc the
imyortanca of tha irf’viéuality cbaarved in 5036 of thv
yiyrara in theirspace filaments t0 road {wwture writing

and advortiainz.

55

biCTiLE 11
Subject flutter Content

Thu subject matter content of the articles and

its rclcticnabip to advertising content crc analyzed in

this acction.

 

The cllccitication is l tabulction of tho number
of references to a category, not the extent to which I
topic was discussed. In thin context. a one-column-icch
tiller carries on such weight as an article occutying
considerably more spacc.

It can recognixcd that newsrcpcr discussion: about
food are not generally restrictcd to cleor-cut cubjcct
cotter lines and that c topic would frequently encoagaon
more than one catcgory. in urticlc hlfihllghtinfi anyply
eight. for cxcmpla, includc anion. for selecting a
product. than thic occurred. each cctcgcry wan counted.

The author road and classified tho article:
according to categorien or themes outlined in chapter 11.
pago 15. In the majority of cocoa. tho titles themselves
were sufficient to: classifying the material. Some
cxccplcl reprcscntotivc cf the catcvoriol cra included in
the following list of titles and excerpts from the food

articles!

I.

2.

3.

Iro;cicticn

“Surging clong the way“

"Dining Afloat chuircc ilonning"

”Hints Kelp Bride Klan iarty'

"A Corny cubgcct in tho root icyulcr Cno"
“ill Loreca...?or lco Cream in July neat“
"Chicken Content irtvcc hxciting"

“Crcbmcot ?lcvoxa Cold Vichysooicc'
”Amorican tourists too by Greek Food"
'Lxctio fioconut Funco is Luau Tonto ilcocor”
"Lgyptian Etudcnt Describes Arctinn heal”
"Gourmet Dcooort Tops {If Kenn"

“Docacrtl load Requests This took“

”Sandor: Request Assorted Rociyca"

”Between flcighborc: Ict Recipes Lxchcngod“
ficnua

“$onior roou Ideas"

”A Econ Tailored for Two”

“Suggested chuc for Next took“

'Doliciou: ficnuc for tho Lntiro Heck”
ficulth

"iron Ecttloucr Coloricc Count“

“Caloric Guido Lists Fruits and Vogctoblca'
”Selection. Not Eoncy, Brings a iro;er Diet“

“creator Budarctaoding or rooticicoc'

_'Food Values Simillr for All Kinds of Broad'

#-

5.

6.

7.

35

Buying Guidee

“Rib Eye fiancle Scarce in Steak'

'Ehec $0 nycct in Beet Carcneo'

"flow to Judge it e Ieech ie Eire”

"Gen Homemaker Stretch Doliere Spent for fieet?’
”How finch fork to Bu:...Today'e budget-minded

choppere leave nothing to luck when eolecting
park it they know how much to buy”

Care

“Cpon Door Von't Hurt Frozen Food'

management

'uoak'e Beat Buye'

”snapping List, Ilenning Cute Hood Eudget'
'?ruit fiixturo Provicee Color at Low Coot“
'reck Sandwich for Brcekraoo on fictor Trip"
'cooping Along the Uey...P1en Aboad...£eep
hcnu Limrle'

'Dining Afloat Require: flenning...3310ct
Utensils, food with Gore“

Hérketing runotionn

“new Iroduote on.the nerket'

“raider Prooeee Convorte Grange Juice"
'Preeee-Dricd Chicken Recee with Toetere'
”Grocery manufacturere Predict Future Eroducte'

”Berry Businoee Blocee on Elentatione in
Jersey“

”300d ferocnnel Leora P’s end Q'e' (Food
ziotribution xrogrma e3 University or
Southern Ceiitornie.) ”come of the
market probiece which the conoumer may

2.”
JJ

not thin nbcit-—but wgich offoct her

sharpinf-are store layout. flow of

traffic. {rarit cyoteca, fancy and

dietetic £0030. handling {risen foods.

future of new rrsio...conc;xcr wisocs.”
8e ~11; :1!

”Eiuabexricc ;;erk Jessert'

“ictytcoa have u; in .ricc'

”Snider to Fetter sorbecucs‘

“Soctazinaa fr;i S‘lifcrnia"

"Jocd {teat éuyo...1f you'll chew"

"fore freon ¥€get bloc Jomin: ram how Jersey"

133: Sosa-fut Eirfis are «GfifififoI

.i h
"{"rec

m
3 5
buys 10!!

*6!

fi

”flood iettucc )eaeino 31gb: fitter Vegetables
393$ 5635‘

9. Ficcellcneoua
“fiermcfitfit icons lnit -111 “bu? fiff"

“Ltonciio atandcrdlcci to zit Gcnoamcr fleece”

"hurrl Chile itfcrod uzellenga" (seizure
story of [error :cace corza not ar_now
home economics rccoarch aegletflnt.)

EUTEC“ an! iigtr:buzicn
0:;Ufitcgoriea

The distribution ani classificttion of article

subject matter contcnt are ehown in Tobie 1E. L! the :3

IN

articles, £53 references were iiontificd ind zoccrded into

nine categorica. Totfil rotorcaoes for the individual

7

papers rrnrcd from a high of :9 for the :iLWfiu so oggznal

.A

to a low of nix [or the genver fact. Tho iodien was 52.

Lnivr.-unlnuv “Ila”
W A ‘

u ‘6'
‘|III|-‘I 1‘ \ti ..1

37

r
i
L

 

i

 

1
l
1
i

11

 

 

mam e .m “at, m ‘;w _ do am I‘m“ and mom naeuoa
on I w « ... .. a ... m S mw «3.39m afloaouzflm
an a m o n ... m m a on ...} 15:3. gaging
n .. .. a ... .. .. a .. n m. .2338 33:38
a; .. .. a n a a a ... nn 3 need.» eeuowcw e3
3 ... .m m a .. a a s a mu 3.5 38 .33“
on .. m m ... n a n e 8 mm 3.5.. ego. flan-n
o ... ... a a u .. .. m n m snow 388
on a d u a a m m c we 9. 333338 33.34
£11 «a 8 531% .31: 1 9 H I Hi I93 {I Rona
. .. a m w n w. m m u ... -35
m m w a w a .... a m :35

I I use. law 8 n a «0 hone-u

m o a u

. m. m. m.

m w e

O I

 

3.30326 .33.: :.m5

 

mean .35. one in .evoruom neeelese 25
no eueaaneeec ceaeenee Ia eeauomeueo heave:

.00 f- u. 8.395503 aid healing-team Manda

hi

:3

All categories were listed at least once in the
itlcgge ngotitutigg. the Eetrcit Free Fgeee published
article. that included all categories except hanagcaent;
the rglvouhce Journal covered everything except Core.
Two cetegoriee-chenue and Ju;§ly~uerc omitted in issuee
or the go; intolee Timeg. Ehe scorer 109% and tho
iguieville courier-Journoi,e.ch excluded six or the
cetegoriee.

in might be expected, tho olaoaifiooticn revealed
e high concentration in the ire? ration category. C!
the total 253 categories. 139 (63.3 garcoct) fall under
thie claooiticaticn (coo Table 14). Second hizhost.
yet showing e sharp decline. woe Health with 25 retor-
onoee. or 9.9 Dorcehh. Karieting Eunotionc, though low
TiBLE 14.-3unber end percentage of each category for
selected newspapers tor two coo-week oericdc. June and

July. l§65

WW

 

 

Getegory flogber A*_ keroentgg:
?reperction 159 62.8
fleclth 25 9'9
marketing Functions 17 6.7
tonne 13 5.1
Buying Guidee 11 e.)
Suppl: 9 3.6
flanegemenc 9 3.6
Cure 6 2.4
fiiaoelleneoue e 1.6
T0331 25’ 100.0

W

Ail.» Fin Fond

:
'4

3:

VI“.

59‘.

39

in_conpcrieou with Ercpcrction. renkcd third with 17. or
6.7 percent or the total. Col: 4.} percent woe recorded
under Buying Guidee, while the rcoeining cetogoriee-
Supply. homogenent. Cere. end hiccelieneouo—-each (.11
below 4 percent. '
Con;cricon of frcgjrcticn
githo x with “I;
Cther Categorieg

The proportionately higher number in tho irope-
ration category coiled for a comparison of thie category
with the combincd totals of tho remaining eight cote-
goriee.

is shown in Tobie 15. all other octagoriee
accounted for 37.2 percent of the 25} categories. com-
ptred with 62.5 percent for Properntion.

The higncet prooogticn of ”other” subject cctc»
gorioo woe published in iceuce of the hilwouhce Journc I

29, or 30.9 percent, of the 94 recorded. fioxt were the

   

t o‘ ? 1e Pro and the goo fingclec T3333 with 19.2
end 1? percent, respectively. The Atlanta Cooctitnt on.
which bed been first in Freneration. rented fourth in All
Cther. Theee {our neuepeporou~the gglgntn Constitution,

gee Angeloe Timon, fiilwookoo Journal, end the fictroit Free
freeg—oecch with the wideet range in eubjcct cotter (eoe

 

iobie 13), ranked highest in the ill Other category, and
eloo were the tiret {our neweospcrc in the Eropcration

cetcgory. Lowcet in rrcoeraticn and All Cthcr octagory

were tlc Louiivill. pourior—oournti “’

TaELH 15.-fiumber and Farcentflgo in [reparation category
damperod with All Ctaer category for selected ncwcpcjcre
for two one-weak periods, June and July, 1565

 

 

 

 

 

Eewepepor K i fl % H %
Atlente Conetitution #2 26.4 13 13.8 55 21.?
Beaver Iost 3 1.9 3 3.2 6 2.e
Detroit iroe ireoe 20 12.6 15 19.2 33 15.0
Kano I City Eimcc 7 4.4 G 6.4 15 5-1
Lou Anuoloe Times 35 93.8 16 17.0 #9 19.“
Ionictille Courier-J. 5 3.1 2 2.1 7 3.8
fiilweukoe Journal 30 13.9 2} 55.9 59 23.5
ihiledelghie Bulletin 19 11.3 7 7.# 26 10.5
Total 159 100.0 93 100.0 255 100.0
Zercentage of Total 62.8

57.2

 

 

‘ “W” __
W M1

l

 

it tho three newspapers with the lowcot percentagee

in totcl categorice. the octane Ci Tim-es end Louieville

 

goggigrndourncl bed no doeignetcd food editor (eee
Lppendix 1).
bed no epecific yartion labeled on food pagcc or section
as cheerved in.tbe other papers. '

Convereble rankinge among the papers euggect thet
e relationship exieted between the attention given to
food preyeration and recipes end the coverage of other
categorise.

:cwspcpcrc focusing moat on preparation

tended to include e wider vcriety of related subjects.

It was eleo noted that these two nowepepere

#1

To give some indication of the significance 3
neuayaper places on other type& of consumer information
about food, a comgarison of Pre;aration with tho cozbinod

totals of the other categorlen in pxeaented in Iablo 15.

TABLE 16.-Coapariaon of ireparktion and All Cther
category by inéividual ;&pet. for selected newspageri.
for two one-week yeriods, sun. and July, 1963

muL—‘Lm _ »- _-._- -_._._; A

a. r. w—

—" _*_.‘
A

 

 

 

Iroparngicg fill Egher
Rownpspor N S I 'i_ 4_
Atlanta Constitution #2 76.4 13 25.6
Dante: East 5 50.8 5 50.0
Dotralt firao Free: 29 52.6 18 a7.#
Kansas City Times 7 53.8 6 $6.2
L03 Angela: Time. 53 57.5 16 52.7
Lculfivillo Sou:1&r~J. 5 71.& 2 28.6
fillUfiUKO. Journal 50 53. 29 49.2
Jailsdalphia Bulletin 19 75.1 7 . A26.9
3;. __ q_w #W

 

 

This ca:;-risc:., however, has i:;crt ace only if the
newspaper in relativaly high in all categarlea; For the
five nouapapera loading in total column inches of food

articles-othe fglgzxg Qgpggltugion, Detroit rr2:a areas.

filwnu rec qurng;, ind the ‘0

   

Bulletin (so. Tfibl. B}-tho preportion at All ither ranged
frog 23.6 to “9.2 percent. The three pagers with smaller

over-all tot:13-—-Eemverwioct, apnsfis cgty Tires, and

15!?"1‘3'

h:

‘1
m.

m

1!

5p

&' 8'

5' 8‘ 5'

42

(sec Tablo 8)-had about to.

 

lama percentrgo range (L8.6 to 50) in the All Cthoo
category. Thus, regardless or the preponderance of food
pro oration information in o newspaper, about an equal
groporticn of attention won focused on related food
topica.

Erorkflowo of Eroyoratiog

Ca tut-go r1: # utbofisué
anaraouztc

   

Because of the predominance of material under
:ro;arotion, toio category has broken down further into

two classificotions-standard and gourmet (coo Tobi. l7).

IABLE l7.-Euobor and percentage of iregorntion categoty
items olnaaitiod standard or gouraet for selected newl-
paporl for two one-wooa poriooc, June and July, 19%}

AA;

A k A“

iropurotion

 

 

 

 

Agtonderd _§ourmot
Eeuoyogog *5 % fi ;§*
Atlanta Constitution 55 £5.2 9 32.“
Denver font 5 2.5 O 3.0
Dotroit Fro. irons 16 12.2 4 14.3
Kenna. City Times 7 3.3 O 0.0
Loo'iooeleo Times 25 21.4 5 17.8
Louiovillo Courier-J. 4 3.1 l 3.6
rilwoukoo Journal 22 16.8 8 23.6
Philodolphin Bullotin 18 13.7 1 5.6
total 131 100.0 28 100.0

Percentage of iotal 52.4 17.6

--—.. a ... -.-‘- v aunt-1 _ .“._*o—n--W

   

‘5

ihe purpose woe to £136 out that ocghauis is. boio; given

to gourmet, or unusual types or food preparation. as

opposed to cozmon or stoniord taro. Gourmet referred

to those techniques or recipes specifically inferring

exotic and unusual road: or to those that have prestige

or foreign agponl. It was found that title: or the

articles were usually sufficient to ceeignote the brook-

down.

Examples of these ore:

A ondn Re or

”Doll Up fiooely Vegetabloe'

"load Cocky fiix Bake: '33 in I Hurry“

"Do Hot hash filoo Before. After Cooking”
"melon Bonner: lakes Grange chip looping”

'lndiaao dad flora First but we fiod it Better“

Gourme
"Grecian Faro in Good food“
'Jopcnese Customo thanco Koala“

"Gourmet in a flinuto: rianiot ireparoc
nuoicol Chicken‘

'uxctlc ioce~3hangora for Cur Ootficor Chars”
"Kabob Cookery latices Lutioor Shot"

“Lamborjack Cooking Take: on {arty kirn for
motor“

'hioh Souffle fizkoe Jfin'a Blot Go 11ft!"

“Venezuelan Homily Cites Country’s Foods"

44

or the 159 tetcletione for ireperetion. 82.‘ per-
ccct ace oleeciriec ee etencarc end 17.6 percent ee
sour-ct.

The highest percentage (52.4) oi the gouroct
ertielee eppeercd in the Atiegtc Constitution, while 23.6
percent woe recorded in the tilgagkog gggrcal. The Egg

Angglgg giceg end the ggtgcig Fgcc grog; followed with
17.8 percent end it.) percent. respectively. with the

exception of the Ihiladelrhi Eu et a. which use con»
poretively low tor gourmet, pepere pcbliehing the higher
pcrcentagee ct gouroot erticlee elec rocked highest in
percentagee of standard {ere erticlee.

In order to eecertain the inpcrtonce to individual
paper placed on gourmet type at focal, the ireperation
category we. further enalysed for each nevepcper (see
Table 18). The perceutege devoted to gourmet x2ng2c tron

e high or 26.? percent for the

setting for the §g§;;£_£§g£,cnd the Kongo! git; Tioeg.
the W o as .Wandm
W21 “on «wot-d 20 parent or

their irepercticn category to gourmet fooce.‘ Bitb the

exception of the WW. u. nan-

papere with the higher perceatezee of gourmet also showed

 

the highest percentage in etencnrd tycce or food prepo-

reticn.

u
t:

[15”

“5

These percentages, however. ere confusing teoenee
or variation in space ei1oceted to food preparetion when
the newspapere ere compsred. For example. the Eggigzl;;g
ggggiegzgggrnei bed e tote1 of tiee-:et only one. or 20
percent at this emount. ees cieseitied ee gourmet; 60
percent ens stendard. 0n the other bend. the itigntg
gggggigggigg hed e total or «2 in the kreperetion

category. 21.3 percent or which was considered es gourmet.

TABLE 18.-Runber end percentege ct Properetion ostegory
items olnesified etendatd or gourmet by individusi neve-
peper for two one-week periods, June end July, 1963

0—..- -——- ~o-.—o-----~".~- --.--—..O-~-.- ”u- .-.-.-u h. an...

 

 

 

 

 

freperstion
standerd#_ # Gournet_‘_
neeepeper “A “h“Af fl V !_¢ ‘%
Atlante Constitution 53 78.6 9 21.t
Denver Post 3 100.0 0 0.0
Betroit Free Prose 15 80.0 t 20.0
Kansas City Times 7 100.0 0 0.0
Loe Angelee fine: 23 84.8 S 15.2
Louisville Courier-J. t 80.0 1 20.0
Kilvcukee Journal 22 75.5 8 26.7
Ihiledeiphis Bulletin 18 94.7 1 5.3

 

...»;me ..nu M... (1.. Nu ...w ..w- Hm nu nu auhunw. : .M e Hi. tn .3. In Lu .5 ..r. ....r e at 2.

 

1e shown in.Teb1e 19, epece ellotnent {or the
iropnretion category ranged from 132 column inches (5
percent) for the goons; Poo; to 1.17% colunn inches
(24.9 yerocnu) for the Eiggnnkeo Journal. at the cane
tine, the combined All Ctner cetcgory ranged tron lees
then 10 colnnn inches (one percent) in the Logicvillg
§93£1e3=J2ngg§1 to #04 cclunn inches (58.5 percent) in
the fiilvnnkgg iggrnel. This obeervetion concurred with
the previoue enelyeie or the frequency of categoriee as
shown in Table 15. In both inntnnoee, neunpnporn
213;; 19.~.Tne relationship of total column incnee of
Eroperetion category to totml column inches or #11

Other cetegory for selected newspaper: two one-week
periode. June end July. 19o

 

 

 

 

 

 

‘===g 1 , éa===========a==============================
$rererotion All Other
fialumn AAA. fiolumn 7.
Seeepeper ‘Mf inohee# ‘ % noneeAA ‘%
itlente Conetitntion 825.50 17.4 71.75 6.8
Senver Foot 142.50 3.0 18.00 1.?
Detroit Free Frose 611.25 13.0 135.75 17.5
Isnsee Cit: tines 171.75 5.6 47.00 #.5
Loe ingelee Times 881.25 18.6 259.75 2e.6
LORIBVIIIG Courier-J. 151e75 3e“ 9e75 1.0
fiilveukee Journal 1,17§.50 20.9 404.00 38.5
foiledelpnie Bulletin 765.25 16.1 54.25 5.2
Totel -‘e751e75 100.0 1.048e25 100e°

           

ti:
If
3
It
ti

~7

eoeounting tor tne highest number or rotoronoea none to
food properetion and related food topioe also accounted

for oorreepondingiy high enounto of total food ertiole

Ip‘OOe

~~ie of R 1:10 Cégtént
- a- . ou-"*r-

    

Cne of the primary purposee of this ntuéy woe to
find out to what extent eubJoot motto: content of the
ertiolee perslloled edvertieed features. ouch e oce-
perioon would give some indioetion of the eoope end
etrength or food peace on oouroee or ooeaunioetion be»
tween reteilore end ooneunere. Le was pointed out, treeh
rents and produce provided the unit for oomparieon.

C! the 209 articles. 119 (56.9 percent) fiisouaaod
et lenet one (took product (see fable 23). The yorceotage

of ertioiee referring to treeh‘eeate end proonoe ranged

from 21.8 percent for the Atlanta Congtitggigg to 2.5
parent for th- WWW. F1" of th-

neeepepere eooounted for over 12 peroent each. while the
reneinins three were belov 8 percent. The nedien use
15.8 percent.

Sore indioetion or the extent extiole content
coordinated with edvertieing ie preeenteo in Table 21.
Ct the 119 referenoee that pertained to some type or
inrornetion about freon meets or produce, 106 (89 per-

cent) were eupported by at least one edvertisonont in

run-

.I
1‘

ll 1‘

48

TABLE 20.-fiumber or food articles. out of total food

erticiee. referring to troeb meat: and produce, for

two one-week periods for eelected newspapers, June
end July 196)

References to
oroeh fleet

 

 

 

fiumbor end .roduoe
of “‘ “

Kevapage: ___ 4__ Aiticlel E %
itlente Conetitution 46 26 21.8
Denver Poet ‘ 6 A 3.4
Detroit Free rreee 28 13 15.1
Kaoese City fiiaee 12 9 7.6
Loe £33.10. fiioee 1 A2 24 20.2
Louievilie Courier-J. 7 5 2.5
fiilenukee Journol 46 20 16.8
{hiledelphie Eolletin , 22 15 12.6
Iotel 209 119 100.0
Percentage of Total 56.9

W

the some ieeoe. Col: 1) (10.9 peroent) or the rerogeooee
dieooeeed e troeh food that see not teetured in advortie-
ins. These (code in their treeh for: in eoet ceeee were
out o: eeaeon. or not ob their peak euppl: in June end
July by treditionei marketing etenderde, end/or were not
predominenti: edvertieed in the inane where the erticie

- eppeored. Some of theee Ioode were orengee. grapefruit.
cranberriee. york, emelt, he1ibot eteeke. enrimo. ooooout

ui1k. and duokling.

Dav u ...!“ I- I.“- I ...I a." eIJ L L 91. I... he. I l.‘ I!

“9

TAELE 21.-rho relationship between reforeocee to Ireeh

meats and produce in ertioiee end edvertieiag oupport to

fresh meats and proouce for selected noesgogora, two
one~eeet poriode. June and July, 19%)

    
   

-—-¢- v .... “a - an.-. .

50. Ref.

 

 

 

 

 

’ iopported by advertieiug
zzfzfrzgi: _

Bewagepor Produoeé _,E i H %4_
Atloote Cooetitution 26 23 21.7 3 23.1
Denver foot 4 4 5.3 O 0.0
Detroit Free Irene 13 16 15.1 2 15.4
Keneoe City T130. 9 6 507 3 2301
Loe Angelee Tiaee 24 22 20.7 2 15.4
Louisville Courier—J. 3 3 2.8 O 0.0
nileaukoe Journal 20 18 17.0 2 15.4
1 7.7

Philodeiphie Bulletin 15 14 15.2

 

 

. - ....»- won—-u‘"‘~-~..—~—v

none of the newspaper: made more than three
reteroncoe to fresh meets end produce that were not sup-
ported by advertising (see Table 21). Artioiee comple-
aented by edvertieing varied from 21.7 percent in the
EFEQQE” Cogggiggtigg to 2.8 percent in the gguiev311e
W511.

The reietive poeition or subject setter end its

 

compatebility with edvertieing are summarized in Table
22. Rook comparisone of the two nedor eubJoot nutter
divisions. Properotion end the 111 Cthor category. with
edeertieiog dieoioeed thet high reletionshipe within

50

these ereae existed for the individual pagere. For
exneple, the A an e Gene t w n, followed by the £23

An ales Time , ranked higheet in the Preyeration category.
in number or references to treeh meat: and produce, and
in their eutuel eopport from névertisinz. Ehe F _wn ke_
ggggggg end the £23£2;t_£rog Frogs, in the top position:
for the ptoportion of artiolee covering other food market»
ina and buying information. ranked third end fourth in
article content that was oompatible with edvertieing.

it the lower end of the «trey, content end atvertioing
ranks for the penyer_rogg, the Louiavglle Cougier-Journel.
and the Kansa C Tito were highly related.

TABLE 22.-fignk comparison of erticle content with

mutual support from edvertiaing for selected nevepegere,
two one-vest periods. June end July. 1963

 

Rank

Articles Articlee
Referring Eupported
{repea A11 to Fresh by ad-
Eewepaper ration Other Iteme vertiting
Atlanta Genetitution 1 e 1 1
Denver Font 8 7
Detroit Free Free: 4 2
Kensme City Time. 6 6
Lou fingelee Times . 2 3
Louisville Courier-J. 7 6
5 1
5 5

hilvnukee Journal
Ihiledelphie Bulletin

 

51

S F n.

Tho torssoing analysis of too srtlclo content
shovsd-thst although each of the nine categories was
representsd. considsrubis vsristion existed snoag the:
whoa infiividusl yspsrs were Graninsag

Tbs following sstsgoriss vars ussd for classify»
ins tbs srtislssz trepsrstion, nouns. Esolth. Buying
Guidss. Cort, fisnsgomsnt, fisrksting Functions Suoply.
sue fiisosilsnoous.

I In the 229 srtioiss soounulstsd. 253 rotoronoss
or tastes sofa identified which lent themselvss to tho
classifications. froyarhtion accountsd to: £13026 6)
porcsnt. The reosining eight satsgorios together
cosountsd to: 37 rerosat which was dividod ss follows:
fisolth. 9.9 psrosnt; fisrksting Functions, 7 psrosnt;
Eeaus. 5 percent: Buying Guidos, 4 porosnt; anyply. 4
porosut; nsnsgsssnt. a psrcontg Cars, 2 parosnt; and
nisosiisnoous, 2 poroont.

Further snslysis or Evaporation showoa thst 82
porosnt was concerned with standard food topics psrtain-
ing to prspsrstion and rvoipss. while 18 porosnt focused
on gourmet. $1: of tho pspsrs included gonrsct food
information.

In addition to tho sstogorisstion 0! s11 srtislo

oontant, s comparison of srtiolss with sdvortising,

52

limitsd to trash seats and prognos, was asis. A high
proportion of tbs orticls sextant within this context
psrsllelsd sdvsrtissd foatnros.

Gas hundrsd and ninstssn (57 porosnt) of tbs 209
articles referred to, or discussed s trash product.' 0:
this numbsr. 106 (39 porosnt) wore sutusll: supported
by at lsast ans advertisement appearing in the some
locus. Only 13 (ll pstcont) of tho artioios discussing
trash items wsrs not accompanied by supporting advertis-
ing. Rona or the pspors had mors than thrso articles
that did not psrollel sdvsrtisod features.

when the gspors were studiod individually. wide
Variations were noted in too incluaion or the ostsgoriss
and in the emphasis givsn than. Gvsrvsll. total ostoa
gorios for tho two wssks tongoa tron s high of 59 for

to s low of six to: tbs :egvor

 

East. was median tor all pspsts was $2.
The iglonga ngggisggigg, r s . . v a:
ggggggg E532 {£383. sad Eglwaukee éoggggl accouatad for
from 14 to 31 percent or the total rslatod intotsstion
slsssirisd as 'All Otnsr‘g tns gggigziglg_§gggiggp
‘ggggggl, * o E *, £3. of ’. sad ‘ lodeIWh
23;;33;3_sceountsd to: Iron 2 to 7 perosnt.

 

 

     

In gsnsrsl, papers osrrying frequent rotarsnoos

to food prersrgtion were sors likely to inoluds intorostion

53

related to the All Lthor category. Those pagors slso
tondod to carry acre of tho srtiolos ongbssising Ircsh
seats and produoo. when the ortiolos with references

to tho trash itoms were comgorod with sdvortisinx, thoxo
was s sirkod tondoncy for than to be sutually supportivo

ona coagleaontary to oooh other.

,9 . k v I
I ,. 7 r
V ..-O‘ h .a. .-

.. . Tr-r Isa .. .- .., . ..- . «'- '_ t I
.1“; a “-31 1.4.4 ..n ..svdlx :‘hud

I"

;he :urgoso c! tois atufly was to inveatig to the
content of food advertising 'n‘ fooi {ooturs articles
in a selection of ootrc;olit a daily nowsgnyora. A
review of ccnaumor behavior end a rkoting statios revealed
tnnt nowogwycrs are the moat frequently usud sou co for
too; buyinw infozmaticn and that commuaera desiro more
coagrohonaivo intortotion. Lolrted litortturo pointed
out thrt lock of communication totwoen too rat 119: and
consumor 16 one of the wager problems in prisont-doy
ofirket structure. 2L6 review furtnor rcvo led that today's
com:lex azr.ota make it nonessory toot inforzaticn pr0¢
pnztd for consumors bo oxgwn463 or imyrcvefl.

Eocnuoo flawspuptrfl are l major communication
:odius between the ret:ilor and connuxer, the specific
ongootivoa of tho atufiy wars: (1) to sexuure the space
slloo'tod to food odvortising ond articles and to show
tho rolotlonship of onch to tho othor; (2) to analyse
food ortiolo content in o:fier to determine tho scope of

subjoct matter; sad, (5} to nocortrin the extant to

5“

55

which tood advertlcing end srticlo content are mutually
supportive end/or conglonontery.

Eight newspaperoo—the Atlanta Conn: cation,
Bcnzg; ngg, Detroigwgrgouirggg, {encogAgitz liogc, £33

quelgg zgneg, Louisville Courier-Journal, {ilwnukee
on no . sad the Philadelngie Bulletigy-woro selected

 

 

 

 

for tho study; Issues for two one-week periods in June
snd July 1963 provided tho row dots.

Lech nowsyapon represented s different section of
the country and hsd s circuletion o! 150,000 or over.
The newspaper: carved eight of the top 35 food narkct
oreos in tho United Ltotee. Together they circulate in
urbsn creel that represented I o7 billion food market.
or 12 percent or the 1362 food store sales in the 242
nodor setropoliton food outlet sreao.

Content snslyeio woo uned to deecribc both food
article end advertising information available for
potentisl food choppers. irocoduro includod both
neesorenont of space snd cstegoritctlon of subject
nsttor. Advertising was recorded according to the pro-
portion of epoco slloceted on o pogo. Cnly thoeo
advertisements occupying st losst one—fourth of s page
were counted. The colunn inch.wos used to censure article
space plus scoonponying titles and illustrations.

Kins categorios wero octabliohod {or clsssifying

the article content: Iroperntice. Eonus, Roslth, Buying

56

Guidee. Core, fieoagcneot, Norkcting Functione, Supply,
and Miscelleneouo. Toe frequency or reference to each
category was tcbuloted. when en article included more
then one category, etch who counted.

aeecuce or their econocio importance to concucers
and retailers. trceh neote eni produce provided the basis
for examining the extent edvcrtioing and food feature

writing were mutually oupportive end/or complacentary.

Findings

 

The enelyeis or the generrl egoce ohnrnctorictics
of food page: revealed some important oinilnrities as
cell as wide divereitiee. Ono-half of the 168 issues
contcined eome food information. Fortyathroe yerocnt
featured edvertioing. while 33 percent published at
least one ertiole. Advertisements or articles were
published in one or more pnpcre on each do: of the week.
As was exocoted, Thursday isouoe wero the most outstanding
for both advertising and articles. Konccy and uedneoday
issues were next in importance, vitn Tuesday end gator-
dcy issues ranking lowest.

aevcntyorour percent or the column inches or
articles was printed on Thursdny‘ 10 percent on Wednesday;
end 7 percent on ceturdny. In comyorioon. 60 percent of

edvertieing epeoe nee featured on Thursday; 1? garcont‘

57

on Hodnosdoy, and 1“ po;oont on ficndoy. The observation
that fiondcy ranked third in flavortisiag oyoce. and
scoond in ioauoo containing advortioicg, documents a
trood away from the ompnasio that has traditionally been
given to end-ofnthc-vook chopping. Also implied in thin
observation is that changes in advertising yolicios tooo
to reflect similar changes in editorial mattor.

There no: u high correlation bctwoon one number
or daily issues with advertising and articles and amount
of Upton allotted to coon. Tueodpy, chnosdoy, Thursdoy.
5nd Eridoy ranked similarly in these aspects.

Article ogooo Voriod considerably among the newon
poporow-trom 160 column inches to more than 1,500 column
inches.

Inez. was an inverse rciotionehip in the number
of iooooo with articles an& the amount or article space
among the papers. For example. two papers-tho Eggggil
grog Egggg ond Kongo

issue: with articles. ronkod in the lower half regard-

highoot in number of

 

ing spoon given to thooo articles. Co the other hand.
the two govern accounting for the largest pray :tion or
food article space-otho fligwfiukee {o'rna and £93
ongeigs :imoca-oonoeotrotod tho articles in one weakly
issue.

Eono of the papers nod loss than 19 pages of food

advertising for the too oeoko. Thrao paparaoctho
‘E;;!®ukGQ#JO!£§£A. hanaaoflQity Tineo, and Leaver root.-
had from 52 to 51 pagan oaoh. Conaldorablo stability woo
rotlootod in the amount of advertising in that all but
ono of tho fiapora published appioximatoly tho some nunbor
or pagoo oaoh IGOR.

Cvoruall, advertising apaoo oxoooled ortiolo opaco
by seven to one. Ho consistent pattarn in amounts who
observed among tho yaparo. tr tho total a nglo, throo
paporo accounted for from 7 to 15 gortont more of tho
advertising than ortioloa. Fivo papers accounted for from
4 to 12 percent more of the tot 1 article space than
advertising ogaoo.

aa also of tho market area oorvioad'b: tho nowa-
paper and circulation inoroaotd, tho proportion of apaco
givon to food advertising doolinod. Rho goo Angolan
Eiggg, tho thilaoclphig Bulletin, and hotroit Free treat,
reprcaenting tho largoat markoto, ranked lowest in tho
amount of advortitinn. It would appear that only food
otoroo with unite throughout tho area oonoiderod nowa-
papor advortioing protitablo. also. circulation or thoao
papora io noro likaly to bo otatovida or regional.

no pattern oao found regarding tho relationship
of food acloo and circulation to tho amount or artiolo
apaoo. for axomglo, tho Loo Angolan Times, which served

tho largoat niriot area, woo oocond highest in article

59

space. Tho wide variations, or look of any patterned
relationships, nay ho attributed to oditorinl polloioo
or individual papers, controlled somewhat by tho prononoo
or nbnonco of a food editor. the paper‘s policy regarding
rayorting oonnunar information. ana tho oxtont to which

'horo in connonar ionand for such information.

égtiolo Canton

Tho anoiysia or article contont retooled that
although ooch of tho nino catagorioo (too pogo 15) was
represented anong tho total issues. considerable vari-
ations oxiotod in tho dittoront categories and among tho
individual papora. Ono category accounted for almost
twioc the combined totalo of tho rooaining eight. aixtyb
throo parcont woo olaooifiod no fireporotion. oomysrod with
only 37 poroont for tho other categories. In thio latter
group. tho ontogorloo. in ordot of inyortnnco, wart:
health. harkoting functions, Kenna. Buying Guinea, Supply.
Caro. Nanngonont. and Eiooollonoouo.

Total referencoo for the individual pa_org ranggd
from 59 for the Kilwnukea Joann-1 to Six for tho fignvo;
£355. Tho aodian for all paporo wao 32.

hxoopt tor niocollanoouo. oath category oao
tatatatod at loaot onoo in tho Atlanta Constitution.
honno~and napoly woro onittod in tho L35 ingoleo ggmag.
air ootagorioo waro excludod in tho tggvor F255 and

CO

Louioville Courier-Gonzool. Tho Lilwvukeo Jouynal
accounted for the only ontrieo in Xiacellaneouo. 41x
of too paoero included gOuruet 3001 information.

CVor half (37 Percent) of tho 239 articles
mentionud or discussed fresh meat or produce. Cf this
Inumoor, s9 porooot woo complementary with or lent mutual
support to odvertioinz. ff tho freon items diocuouod.
only ll percent was not aontionud in some-issue no artil-
ing. these latter items wore foods considered to be out
of oeaoon by traditional actuating standards. Co this
hauls, mono of the pagers had more than threo ortioloo
that were not surrortod by advoltiolng.

The findings indicate the rolotivo unimportonoo
placed on any cwtogory other than food froparntioo and
rooigoo. iigh concentration in this area suggests that
tho nouopayoro atuéied consider this ogyroaoh, oupplo-
mooted nooownat by odvortioing, on on adequate me on for
communicating with potontial food stepperu. flowupnporo
may also fool toot dioaominotioa of additional food-
ro;:ted toyioo, or other phases of oonouuor inforsation,
in beyoni the scope or their responsibilities and that
repetitivo and/or seemingly booio buying guides would
be on uncaphistlcotod opproooh loouio; in readership
opgool.

lt is aloe conceivable to t retriluzu, ofivartis-

ins ogoucioa, or traao Pssociatioou sugplyin; neua;apero

61

with oyudiootod toad ortioloo no: not be fully aware or
oxprooood oonouao: noodo for opooltio help in buying.
Inooo groupa no: aloo tool that a widor tango in oubJoot
aattor would not to ooononioally Ioooiblo. Or it on: to
opooaiblo toot tho littoront oogaento ot buoinooo tool
that tho ooonooio aopooto and ooaploxitioo or production,

prooooaing, and aarkotiog hold littlo intoroat for

3.35.1.0

 

tho analyoia hoa rovoalod oouo otriking differ.
onooo on well ao ooooiotont relationships botwoen food
odvortioing and artioloo whom the paporo wore oggrogoted.
voila no attoopt woo mado to account for why those
difforonooo occur. it would oooo apprOprioto to odvanoo
tho following rotionalo.

Tho proportionately larger aoount of food od-
vortioing than food artioloo no: to oonoidorod roasonablo
oinoo nowopoporo roll honvily on advertising rovonuo for
tioaooial support. Tho otobilit: maintained in the aoount
or advortioing {or oooh of tho two tioo poriodo indicatoo
tho dogroo to which food advortioins ia institutionalized.
Sinoo food aupplioo and oonouuor aooand do not uoually
rotloot ouddon ohangoo. advertising in turn would havo
littlo Justification for ohowiog wido fluctuations
within a ohort porioo of tioo.

52
Consumer educators might aunt sycoifia atteagtu
to cetrflia4to the oont¢nt of now: rolovoen with cone

current 444434-14 (44:11:14; 4. 1111941444 1131';- 4430143131333

(V

curva;tlaod ctuld rroviio a hhfli‘ for coueasors to tfittar
tuifierstaud the 44riet £41u4tien, ta ovaluate advertifio
in , and t; analyzo :40 Acts in 11 at of 6 464149 aants;
thsr941. f 6 11:49:34 cansuner éecieian 444in£o

in pro ar;nj 441:4141, adzgfitara ne4é to

4:666;n129 tn't tnois rate 4

*1

5 44¢ 14 cam:etlticn with

‘42-;

5444 644414444 my c01rare 1 I4r43. 41th the lattsr.
§4rnrza yuhlicit: and M1 114; 446 :41444y actives. Thio
tuggesta tuét ouucfitlo» l 1416 £66, in uriar t tomgeto.
need to h'vo aimilar 6;;041 as wall 4: provide factu41
infor4etion.

It «Gold 4160 £444 layortrut ta6t efi.c4tars work
more closcly with {:64 444 60444'6 grgn 4:;4444 in grfi-

‘t

via. 54 64446441 in 91:42 iLn. 4ur 43444: 14. wor4444 6 o;
oeaiereacoo 41:4 ze;roae&t4tivoa from fiurlaeoa, news-
;4401. ad401tiou, 451 64586443 344454.44 gnrtisigaato
aigxt be initlstad. 4rinfi4y 4436otivo4 of such 346448;
would but (1} to lacraam4 awareaoaa of the 346a to
4444416 cauoufiotfiz (S) ta c;mti{y tha r4a;set1va role
443 r44464aibilitlcn for @4ch of t4e 5&4t1c234ting grougg;
anl (5) to aerar £25314! by which consumar fiahfiv1ar

44 45:40:494 raaezroa £12,154 a 41~ht bo implemented

in grvotioml 44910 6118 to can4uger ;roblem

63

Re neondetion or
Fggt or ;tua

The conclusions of tnie content anelyaie raiee

 

aeverel queaticne end eugeeat the following ereea for
further research:

1. g ad: the 29;;91 of neveperere toward too;
integeggigg. that importance ie placed on the food
editorial matter? what ia a paper'e concept of subsecte
and topioa that interest readers? Ia it possible within
the Operational framework of e nee-paper to better
coordinate advertising with food article content? flow

neeaaeery ie it that these aupport each other?

 

tie egg gongerninn the inclusion of eceoifig boxing guideg.
Uhat eonld be the nerite or e broader approach to publish-

 

ing food information? Bee useful voulé it be to have
more knowledgeable consumere?

5. Anal 2 eedere' geegoneee t9 grticle content
and edvgggining. To enat extent does one or the other
motivate or influence chopping deciaionel In what we:
doea the article content reiee level or knowledge? Do
readers consider recipee per ea an an adequate aouroe
for buying information?

4.

 

root of the backgroung
relgegee and eeterlole used in writing the articles. 90

64

they represent the food categories studied? Ct what
educational Value ie the materiel?

While it is recognized that generalizatione tron
this research are somewhat limited because of the nine
or the couple. it is eeen an neking a contribution to
unceretsnding the relationship of menu communication to
e eyecitic ere: or eonauner choice. with the increased
enphaaie on rational decision-aahing regarding food, on
well no in other ereaa of consumer goods, there in no
doubt that continued and core sophieticeted reecorch

will be increasingly importent in the future.

tinnicoairnx

leek-

Ierelael. lei-nan. 'content Antwan." gangggofi a;

” ' Vol. I. edited y «or
y e Addison eelle: iubliehilfl
OCeQ IIOe. 195“. pp. ‘35-532e

 

 
   
 

toete. Helena 3. 'Tbe Antone-1 of the Gen-eeer.'
C drone Beha or. 701. 1. edited by Lincoln B.
‘ bee tort Univeraity Freon.

195“. pp. 16-)?e

    

13'

Gordon, Leieee J. . een ea.

IOI'Iorll Age: on! e.
field, fiergeret 0. C e e k . flee York:
I re 3e Croft e. e

wright. Garlic: 3. {gigggglfiagt III tetra The
Feeeillen COe. e

Artielee and Periedieele

”are, Gm J. “amour uoeetien and the ueee
£eoeeeiet.‘ J , Vol. 55.
no. 5. May 1

 
 
    

9 PP-
Heeeker nay-end H. and enderaon. Bole. “the nedern,
ampernarket-aheeriee e Trudeeerk.' ggfiiigfggg;
, United ntctea Deporteent o -
. fl" 1965. De 18o

c‘arian. Carol 3. ”The Gen-cue: in.en.A£tlnent oeeiety.‘
0 H . '01e ,3. H00 2. 93‘.

  
 

 

mi!

chatter, J. D. 'ceneulere believe The: ere lafleenaed
by seeepeper heed Advertiaeeente.' _§;;gnl§g£2;
gaggggigg, Kc. 7eo, Dee. l. 1955.

__ . ”Sane Gbeervatieee Oeeeerning the Relation-
ebip or GeneuIeI'Reeeereb to Genet-er odeeeti°n.'

iglgnfg 3‘ 3'5! «figgigisl. V.1e XXXI'. 50. ‘.
e P?-

65

66

'Superabundnnce et the Supermarret,' food and game
Rate}, United stntee Devertnont of igriouiturt.
‘ 0e ‘9 1965. p. ‘0

e 'The torld of Advertising,' hdvertisinq Ego,
Special edition, an. 15. 1965.

 

fiehnnri fiery D. and hheffer, Jenee D. “some Attitudes
and Approachee of homemakere to Food Buying,‘
Article 43.27. Department of ngriculturnl
hacnonice, miohigcn htete University, not. 1961.

Unpublished fiateriele

Gillespie. ficrfiie n. 'An Lvelueticn of Selected
Releases of Kerheting information for Schoonere.'
hnpubliehed fianter'l theeie, Hichigen otete
Univereity, 1958. '

holnee, fiery 6. “Sore Inplicntione or Level of Knowledge
end Cpinicne or hichigcn honenakere About Food
Buying.“ Unpubliohed heeter'e tnoeie, nichignn
Btete University. 1958.

Booblar, B. Q. 'Honenekere Veluee. fictivetione. end
Knowledge in Food Buying.“ Federal intention
cervice. Bepnrtnent ct agriculture, Eerhington,

Kyle, Jeannette. “in inelynie of the Women's Page in
fifty Bail: flew-papers." Unpublished Renter a
theeie. The atete Univereity of love, 195o.

Linton, fiergcret l. “nynenioe of Consumption.“ leper
presented at the Conference on Ecbility. Ioen
htete Univereity, wept. 1965. (nineogrephed)

chunk. Julie. “The Kutritive Inthke of and Information
fledie fined by e Group of Food Etenp Recipients.”
Unpublished fineter'e theaie. The lenncylvnnie
htete Univereity. 1964.

nhnrde, Jenn U. ”A Etudy or Honen'e Peace in love
Daily newspapers.“ Ungubliehed fleeter'e
theeie. The ctate Univereit: of love. 1952.

Von Born. Gcerge i. 'i Content Analyeie of iceocieted
Prone Sewn in Hinecnein.‘ Unpubliehed fiester’a
theeie, University of iieconein, 1951.

6?

3.11.818. end Repette

Beyeee. Jeeee I. “A: Explorneony acne: er the fierkee-
ies Internetien trogrsn to: Oeueueere.‘ Heeieeel
Anni ete lane. khiiedelphie. Eenueylvenie.
Apt 19%.

norm. 1. E. end Shelter. J. D. "me “time fee
lexeneeeiee Reieeeee e; the machine: Heeke *

Inter-etien fiuente tare leeepgxer ?e1 en.
end Bedie ' ’ . chisee Afri-
eeleurel gene: 3 e en. el. #1. le. . Leg;

195'!“ We 2“”.

Budd. Hieherd H. end Robert H. Therp. {5gE§;§£%%¥%31g3
fig ggntfgg Ang§zoig. love Gitis L

e
n Vere- y o are. 1965. pp. ~28.

Dickene. Eorothy. 'Seureee e! Internetion’Uhieh
Influenee Hoeenekere' Food Yuroheeee.‘ Nieeieeippi
seete Univereity Agrieulturei oxperieene seeeiee.
none Loononiee fieriee so. 2. he: 1962.

fleyere. Boeuel. “AI Eeonoeiet Ceneiaere the Yrebleee
of Interning Geneueereo' * ee 1 o -
n ” . e on . Council on boneueer

v0 or. O utfl . 9011*. 1961.

  
 

me: on.

Reheat. John B. 'fleureee of Intereeeien end Food any:
ing Deeieiene.’ Eouthern Geoporetive fieriee
Bulletin 85. Agrieultursl napeaieenu Stetiee.
Univereiey er keneuety. April 196).

EL’W’W’ W'“"""
e“ .6 “mt 3“U (a?!

69

A; .i 3.5 311 A

SiLuCTnD HLTRO in“. DaILY Nuabihfefi Clocuzlricog,
FUCD orca; 3&133, 1.33.3:33; co U.o., AED LAhK

January 1. 1962 to January 1. 1963

AA ...... ...-......
A. A. J

 

S?tp10 leper Food fielee £333.
City‘ Circulation (3000) fire! U.3. Renk‘;
Loe angelee 757.096 2.69%.135 e.6850 2
Fbilodelphie 709.751 1.320.701 2.465? .e
Detroit 539.256 1.246.275 2.16fi6 S
hiiuouxee 555.657 425.188 0.7554 19
Keneae City 2‘3.333' 355.918 0.6185 22
itlente 202.635 311.126 0.5436 25
Denver 181.788 505.574 0.5280 27
Louieville 220.140- 221.975 0.3857 :5

 

Total 3.177.631 6.979.195 12.1275

 

Total Food atoro Seiee in
2&2 fietropolitan ireee 40.551.529 70.4649

Total Food fioore Selee
for 0.5. $7,548,513 100.0000

>--...-—.\...—n......¢--- .... .- ..

'Eo designated food editor or food eeocion.

   

1|.“fi“l..l-"

7O

000d Ski?" y. ' Rib Eye Musclv
$31.61,... Sean’s in Slvnk

"v u, xn ..re 'hlnugh 'ho {in
.‘.'7‘ 'hrzr u e inn: mug-w v0.

‘.~ I' y. ‘N man "my" '11-:-
_ V

«594qu ;- ‘
%fim_pfl:_.g_<,w_m X9};

‘ M‘ *W "—97 enema
" “ "‘ 'IflVw n!" mltnrm

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APPENDIX B

'71

Igor/com YOUR 2...: Krm/vr gr (J/l _,K
‘7 CEHPONS ‘ W" " m

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W! '9; '. i?
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30 e Veal Steaks ...-:1.» ..... .. 89‘
Corned Beet... . 69‘

2:... 49¢

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COTTAGE

 

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Coffee ' w _

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Giant Tide ............................... ...59‘ Fresh Milk

...... CantaloK

35 Fo$r

Calif. Orangesirr- ... (49‘

Fresh, Peaches‘Z-c. 4 49‘

53.1 l LNDIX C

 

 

 

    

 

 

 

 

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EAST LAD-l 3i [-2 C5, [.13 i ii 5.7.11

Problem-44.8. 1965
Love, Catherine B.

An Analysis of Food Articles
and Food Advertising in
Eight. Selected Metropolitan
Daily NeWSpapers

 

 

..- “—4

MICHIGAN STATE III‘II‘.'EZ.‘3TSIIY
COLLEGE OF [IBIS-[f L’.';.3:‘.;;k‘/f2=33

EAST LANSING, MICHIGAN

 

IIIII IIII III! I II III IIIIIIII III I

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