- §PECIAL BULLETIN | 8 20 COP v4 THE BUREAU OF BUSINESS RESEARCH ag - COLLEGE OF COMMERCE AND ADMINISTRATION Wat hs _ THE OHIO STATE UNIVERSITY | ne eae rf LOCATION, CIRCULATION, AND RATES OHIO DAILY NEWSPAPERS HOWARD C. GREER | eu CoLumBus, OxI0 a ye ; Tae : . JUNE, 1927 a ee Se ee ‘ 2 ~ * . — - ' te2 f ra or , - * ‘ A " . i , Jy . k . or > >ansF z o . > x ' = > ' . + A& , . rie Z 3 { oy < v COLLEGE OF COMMERCE AND ADMINISTRATION _ Bee Se Sh C0, BUGGIES, Dean ys eae | ‘THE BUREAU OF BUSINESS RESEARCH STAFF ae 2 | _ SPURGEON BELL, Director Poe Rak pee te WILLIs WISSLER RALPH J. WATKINS MAE aS 7 H. H. SHIVELY Grorce W. Stage 9) : i ‘ " f i ook . Es 4 So ; £ - Bs ' ; , , ; ites ri AOS “ aT \ % ' . , j f 4 ‘ \ + ' ; } \ { | OH 4 TAR | ‘ ‘ \ oe | ¥ \ ‘ - y, ° . I j ' " 3 4 tes ; A ie ; : aXe] x 4 4 SV aK. ey VOUD PREFACE At the suggestion of the School of Journal- ism of Ohio State University, and others interested in the publishing field, this Bureau undertook a study of the business problems of the smaller daily newspapers of Ohio. The results of this study are being issued in two reports. This study, which is the first of these two, deals with the general statis- tics in regard to the number of these papers, their Location, circulation, and advertising rates. The second, which will be issued at an carly date, will deal more exclusivcly with operating costs and incomes and with the business proccdure of thesc papers. The Bureau wishes to express its apprecia- tion of the assistance of the ncwspapcrs which co- operated in making this study possible. Spurgcon Bcll, Director June 14, 1927 S, »Senwot to foontss sit to oldevnsna is th patastetnk acadzo bits puitaceviat! sfege@ oid Ta mel, ; i S Aoosieshbas vsoivd aids . bhatt sntdei fice of abo i gitead taliame sdt io eaoldorg seaniund of? To yee STR vwnwte eitd to etisaot sAT .of'D sO stoqegerom youta eidt .atueqox owd ai Sovags aatod -atéede Inyanes oft adie slack ows seule Io seget odd ie Tiseks (Seon ag veons Lo tydmyn vAS of? Sieger a cokt ae onT .20dan anizisgtovis ins ,seisveinzstis (aelisses£ iitw ,wi85 yfiae 45 Js Bacasi wt [lhe dots lbxepes ©) Bumooani Sas ataes gakseicqgo dtiw yLoviaeuioxe otom foen (SAGER, Gaunt Io sie dvSoTG ssanisnd side Aiie irs - = =f =Si0v1gus avi sacotcxo of azizivy wsorisd an “od doldw axogscavon sdt to eonttugoa> odd Te meee Lafseoo youd inf avéviow <2 Det saowe oe TABLE OF CONTENTS — oo an) ee ore > Number and Location of Daily Newspapers ---~----------------- Proportions of City and Rural Circulation --------~------------ Relation of Advertising Rates to Location and Circulation ---- 13 234 ve s 3 Ye és Se wae ne ot a ee me SO TE seme NOLI SLs Be > sco. iI fool a3 ergrae) Fo agzar | - y4iad ico sosésaoy Sas s2etcnri saorlt sabe SevireS od of consrevs Sue ebrsdboata nlatrco : “pt efétaueq o¢ Siveda +2 ofdattove exys atdt to ateyhons aa eae etnesote tofal soitetteta anitetoce ort Vlisonlifotak stom yburta . “aay yrs yd beltqwooe bfett oft af costo odt onterreteh oF bee ,de - : e oyiuts tedt xf So tnssorqos avogeg te te a ibe afeatl airrcanao ynett ,trocor ‘cronkat lowg etat te mottsool See tedmen {2} serotort ackwoifet oft atiy ee on aotita ta noltssisnqog (cd) -Ole0 at bod iaki¢ivne : ctog aqaweee wits “a | areqoq Notsw at 20fdnuweo oS “HTOINE »toolto mk softer yatstivovbe (5) e8Toqag. oat vat onkas Hotiray o “Je nottelyotte (5) efotaoes ote 4 (Gis ‘ At mori yfogtsl noxtst sod aot etnteg osodt mm <0. B.: i? io we OM ae he States Census of 1920, the Standard Rate and Data Service of February, 1926, and from the individual reports of certain publishers who furnished an estimated distribution of their circulation as between city and country territory when that distribution did not appear in the published reports. In gen= eral the situation presented may be said to be that existing at the end of the year 1925, so far as newspaper location and circulation are concerned; the population figures are those of the year 1920. The Bureau experienced the difficulty commonly con- fronted in this type of analysis when an attempt was made to reduce the data from a large number of different publishing concerns to a comparable basis. Units of measurement and bases of estimation have probably not been identical in the case of all the papers included in the tabulation; it has, in fact, been impossible to secure even an estimate from a few of the papers with regard to the distribution of their circulation. In the main, however, the figures are believed to present a reasonably accurate picture of the situation under review. NUMBER AND LOCATION OF DAILY NEWSPAPERS At the end of 1925 there were being published in Ohio 123 daily newspapers. The distribution of these papers accord= ing to the size of the community in which they were located is indicated in Table I. (The population groups have been se~ lected with a view to combining those communities of similar characteristics.) * Mi ’ a] yp > ran wr ee ‘ot eben eew tqmotte ne atodw cieylene to o¢yt std? al gnifalideg taeTolt th te rodmm sgtal a mort adeh off 09 npeed fxs tmomotse2cm to altaT .atead ofdatsenes « ot aetecmes “te oa89 oft at L[eolinodi aood fom vidadotq ovat nattanises te «708% ai ,esd ti jmotrsloted off st Bobtrfost evegeq oat Ife end Ta wot £ morl odpattes es aove sieges of efétaseqmt mood -foltoluotts satedt to aokdidintetds offs of Seanot atiw atovsq : ® onosoig oF Sovolied ote sotemlt sAt .tovowod ,otam eft af ewolvet tobhbay neoltsyti«a otit. to orstet? etargoos yidanessoy a ~ - f ‘oT a & Wa" YILAG %O worrs MA Oi) ai hodeifdrq acted stew c1rod+ ASSL to hue odt $A a) i) gs =hU9908 Bicgsq easdt to notliietnib oft -2%eqeqswon ylied S8£ BS Beteoel stow yodt dottw nt ytioummoo of? to ogte ond oF ek 4 88 stood ovad aquoTy moltetogeg sdT) tf oLeeP at betsob het Tefiots 29. Sefticwmosc saoft sntniémes of wolv sc Adtw betook | (. sottatrosoaned . oes a TABLE TI DISTRIBUTION OF OHIO DAILY NEWSPAPERS BY GROUPS ACCORDING TO POPULATION OF CITY nD ba eee Population Number of Citios Hav- Number of Pap- _of City ing Daily Nowspapors ers Published Less than 4,000 3 4 4,000 to 7,500 24 26 7,000 to 15,000 22 29 15,000 to 30,000 15 el 30,000 to 60,000 | 18 More than 60,000 9 25 Total 84 123 It is evident that no one class of community has a monopoly on the daily newspaper. The large cities have a larg- er number of papers per community but there are more communities of smaller and medium size having papers. Taking all of the communities together it appears that at the end of 1925 there were 53 cities with a single newspaper, 25 with two newspapers each, 4 with three newspapers each, and © with four newspapers each. The number of cities of various sizes having one or more than one newspaper is indicated in Table II. TABLE If DISTRIBUTION OF OHIO CITIES BY POPULATION GROUPS ACCORD~ ING TO NUMBER OF DAILY NEWSPAPERS PUBLISHED Population One Pwo Three Four of City Paper Papers Papers Papers Total Less than 4,000 2 1 - - v5) 4,000 to 7,500 22 2 ~ ~ 24 7,500 to 15,000 L5 7 - > 22 15,000 to 30,000 3 6 - 15 30,000 to 60,000 5 5 i - 11 More than 60,000 ~ 4 a 2 9 Total Cities 53 25 4 ra 84 Totel Papers 53 50 12 8 123 =qot I9 toda “Van © Sotfetidat ato _atogengevst & 83 €5 : £s RE as ower Caf ss ; ; & aati yiinomice 19 esefo emo on tart tnehtve at dH = Werth © ored esttic estal sd? . teqsapwott yliah edd ae et Belvircummos stom ste stent jit vttosmos sea aIsiaq to Te am? to ff2 anxtin? .eteqng aotved ests mokbeat Bae 7 > | r + 7Se ~ . . >. . > gy? _ rene Cols io fins sd? ts ted? etroqer £2 teddened eats ic eteqsgewon owl Siw cS ,rsgsqewer siurte « atiw eelitie 86 2 | eserOqewes Tuoi iJiw 3 hus ,dese aveqscawer oeedd Agte & ef2so e702 TO ome uhivsd tents spottey to eattis * a CRAVSE P9bte suoiiey 30 settles to todanm eff .daae e+i Giuol of Setsothat af cteqeqewar ome set T ‘ - WSO em + ee ee oO = ror me sah ee he ah ’ . : - eet sl ae 7 a Te sO tr TOs ier 27 paid $4) % OTHO- mes _MOTTUET AT Geet ire aoe Sterns = - ah eee ne ae ES ECE ETAT dS 50. SRE? fans “on Of Se bee — 7 Le Tc sw ce ' e a) Se na salute dito vis omy Luqoe I €: et &B fousT SL1ec “i arass9 ¢e, ae wae s | Paes — ene - —_— -—— Pron —_ ae Patil Soll” 320 to. : ae 5 - : S 66.4 = eer $3 ; . ; pee oS > Bi : S °30 Od of O0RL8 ; ££ . ; ‘ , Se ee JG gC = ae ™ 068 pel Z cont a) s on ma aa a ol = S3 seivig £ o Ww ~ ar ) 23x = a Ss vhs ks 82 eie It is the general viow among newspaper men that the smaller cities can be bettor scrved by one newspaper then by two or more. In spite of that fact there are found in Ohio 16 communities of less than 30,000 population in which two daily newspapers are being published. In a few of these instances the two papers are under the same managemont and actually re- present little more than a morning and evening cdition of the same paper, Im most cases, however, the two papers are independent and in competition for the same market both as to advertising and circulation. Daily newspapers depend for their existence on urban communitics, or on rural territory of which their community is the trading center. The trading center in most rural counties is the county seat. It may reasonably be expected that cach county seat of any considerable size will have its daily newspaper, and that cities other than county seats will have pap- ers provided they are of sufficient size and import- ancee In Table III the cities of the state are clas- sified according to these criteria, and the distribution of the papers over such citics is noted. Included in this table are all county seats, regardless of size, and all non-county-seat towns of over 4,000 in popula- tion. ont va eve as todi0d od t£09 aohtio tofioma | 3. tock tans Xo stiqn nt .ortm to owt yd atadtd toqe a 8 mott egot to oottinuwaco Jf ofdd mh Degeet ota: om atognyevos ylicd owt dotdw at actinkugog | owt off coomstent ocof? to wot a mE ebodelidoe pat <9% Yflovtes ba5 taomeganw omee od* vebas S15 atogeq~ , oY moOftibo uttasve bar srierom o mot ctom efscrt owe ett .rowowod ,eoere f20m AT 4eqgng OMOe ott te: ae emme sft tot noisitocmo at Sno tnohmoqgoSnk ore erogeq ~~ ~mottefuertlo fas wrietiovhba o¢ ee dtodd Yotean +e _ e9Retaixe tions rot Anegyah eteq¢sqsion yfieg _ 34 ; foldw lo ywiedlere? Loner oo to (nolttromes muda ao gathers off .rottios anthert ont et ytfaemmoo atodd ea a 3X .dnee ytmoo ods ai eottnimo [our Jaom af codaeo to dnos ¥smuos Moco stadt fodeorxe od ytonooner Van | eteoqoqanon ylich efi ovodt Lktw oste ofdorvabkaxes Wes > “< - “qoq oved [fiw otcov yinwwo madd rofto aeitte tnde Baa -ttoqrt S20 osts tnotol tra %- onc yort Sshivony are v erat aT ae! pen tre 5s oe ae” oe P ond --s - BS.9 0f5 State edt to eottio of} Til side of ene RQtVGttsath ofd Bao .otrotix oacr't 5¢ ehtbvosen boktte . Gie Gf Sobulonl .hotom at eottto fogs i 7 a ee Me _ on : a re _ » , ray ne at ; rrarveOe ‘ste TH BY aig apy 8 TEUE 2 Lato? tetot oront es Siegel s0i3i0 sxegcs zege? xoget » ag £ & 88 seat yard) 000, ‘ 3 ff 8 see® yiauod) 00¢,9 ~ r * ~- ff er tose ; a a 5g ar 8 Sc « ‘stae2 ben sae natatais, ko | a Liv, 8 , er yt a | ee taee btept 8 000 ,08~000,86 8. afr ” S- ps ou bf 2 A 3 - ts9@ ytueed} 000 OES : b d & - s tedso as e e ” - tes yins0d} one, 03 19¥0 202s as kOe ates? ytnwed Latot as $2 e ss Ss areine) tedto IsteT ' a dads “otisimies svodls oft mast hovtesdo od SIftw af tiveo etiine oft seonstant tsem at DIB Morte Lingog 600,45 edd Soitnzoo ES ot to awd mE .hetslirroq Yleetsys tedtat st “moo emoa tl ytmimo odd wt Soave lidin teqaq Wiest a et ered $0 of out? o2fs gt etur «i898 vimuno oft wedt tedte al moltetirqoq © eed tess ytouven ond tointw mt esitasoo xia ent to witsh on ass fut 008, 5s Q00,3 soonted te’ Tegnq YEish « tuordilw otste ors fl seltinuen 38 etovewor then, att so Or otetT .teTsq 8 ora tuoqc¢ua of dagone «4 8BIsl of ot , tenet ¢2 sods * A xk undertaking. Weekly papers are, of course, published in most of the counties in anetion It is interesting to note the distribution of daily papers among the communities other than county Seats. There are 25 non-county-seat cities in the state which have daily newspapers, and 3 of them have two papers each. It will be noted, moreover, that 11 of the 25 are communities of less than 7,500 population. It would seem that if such communities are suitable lo- cations for daily papers a county seat town of even smaller population might be a satisfactory place for daily publishing operations. PROPORTIONS OF CITY AND RURAL CIRCULATION The next subject given attention in this study is the distribution of daily newspaper circulation be- tween the city in which the paper is located and the rural community surrounding it. In this and succeeding sections of the study the very large metropolitan cen- ters were excluded, and only papers in cities of less than 60,000 population were considered. Publishers reported all the way from el per cent to 87 per cent of their circulation as being in city territory. The average proportion of city circulation is approximately 58 per cont, but there are wide variations among the papers in this respect, as indicated by the grouping in Table IV. eotssorp at actaae’ 4 molting itteth oct o¢em ot anttessstot et a bass Ulecoo nett tcodte eolttmemmes off “tome etoqeg a > re SAT At zeitio tove~ytrveo-man a8 ots otertt esvad meat te © bes ,aveqaqawes yftsh ered dolde . ff tad ,tevoetom ,feten od [fiw tI .done ategqnd ows efottslugeg 000.7 nett eael to coltinmmmoo ors GS off to ~0f ofdstice ote settinummes dove Y} fsid asoe bivow tt move £0 mvwot tsos yfmuoo s sisqaq yfieh ret eaxciise— tot seni yrofontettce 2 od tigim ro tisLloqog =O Ee wats a senettsroqo anita ligug ylisb > ee ; am -~B-«- : Sails ifdag endalk to ots atOgeq | er ==) = d HOrr SIS TATUS CMA YTID TO ZH0 LPAOTOAT yoote eins nt nottasties fevin Jostidca txen olf : ~od folteiverte asqeqawen ¥fish to mottisiasetD ont af > 8 a. cof af soqoq oft dotdw of ytto ofS aeaws ; yt As BYffhooven: fra ateat mY 64d set incdorrse VI Lemma four “HOO motifoqorion ontes Yiscy off ySuta off to snottecs 7 6@0f to gsttis ni @7Tsqgsq virio pio »5ofufoxe eror atsd 7 sfotohtansg orew colina feroog 000,05 raat = « . —e seq [3 mott yow ont cre Sofraqor 2tedsiidg® : 4329 ml antiod an 89 Mo finfuorts “send? *+ sl wakistliuorin + edt Das bot: 3 tmo To¢ $8 oF tnoo oOROTave off -viotlntes todd tind tooo %oq 86 v¥iot t7is to moti I_*oxtq Saciselrey obty waive TSU SS ~~ eee oat yd Besnothnt ap »S90qaer ala op SI990q odt arom: - «¥E sidct ita » ¥ = TABLE IV DISTRIBUTION OF OHIO DAILY NEVSPAPERS* BY GROUPS ACCORDING TO PERCENTAGE OF CIRCULATION WITHIN CITY OF PUBLICATION Percentage of City Circu- Number of lation to Total Circulation Papers Less than 40% 14 40% to 50% 18 50% to 60% 22 60% to 70% 17 70% to 80% 16 More than 80% 11 Total 98 *Papers in cities of over 60,000 excluded, data for nine papers estimates It might be supposed that the percentage which city circulation is of the total circulation of a newspaper would tend to vary somewhat with the size of the community in which the paper is located. In the case of the cities of less than 60,000 population there is no indication that the size of the community has anything in particular to do with this distribu- tion. In Table V are given the lowest, the highest, and the average percentages of city circulation for the newspapers in each population group. There is no observable trend in one direction or another. | TABLE ¥ PERCENTAGES OF CITY CIRCULATION TO TOTAL CIRCULATION BY GROUPS ACCORDING TO POPULATION OF CITY OF PUBLICATION Population High Average Low of City . Per Cent Per Cent Per Cent Less than 4,000 71.4 50.9 30.0 4,000 to 7,500 86.6 61.7 2102 7,500 to 15,000 82 .6 5409 34.7 15,000 to 30,000 85.1 5661 37.8 30,000 to 60,000 83 8 60.7 3361 All cities “ 57 8 - ~*~ oa eo ow bial - — oe on wou ow eo aw Ow oD Yio falaw Repsre ato ov tad? beeegasea ed tdaia 2% i: - _ sie z0t ated ,Sefvfoxe 000,08 reve to esttio ft eee aa @ 4 ‘Setenites sxeqed ine ~Sivew zsqeqewor 2 te usitsfroxrto Lstet of? to ef ae detde et xttaumnes eff to esta off atiw tendwomen wrey oft aos _ “matt eeef to nettio sit? to onas ont of sdotanot st wegaq oda x 8h starts nolts Lagag 006,08 Oo? tslveitrad mt arntididveas eect \9 fame 9 yy ent to esis edt tet «> Siveolint 9 Lattety 12 etait ctiw of SHS De ,Teedald ott .tenwor ong meviz ota ¥ efdet ag “noid Gk Breqaqewes ent cot adtteiy vv “ec T19 yito te §saes Ke otog oRSTOvS: ere at brext sfdsvzendo on éi stent *{0TS molteLigog does. sTtoftone zo notsoeath ca ~~. = : — XT SaeAP > ed Ya SETI TATOT OT MoT Taroner9 YTEO FO ero, MOLTAMTAUT xO 219 To 20 MOT TAIVIGS OF | DI MAOODA Twn wor PRSISVA fal Moh teLureg ta9) i9¢ ¢299 te] $269 ‘rot ysis to By 0.08 e.08 boty 000; wett @ a ° $,.£5 T.£8 8.88 00%. of Pr ieyit if 7 et si) eae 88 090,.0f of OOS py” : o.38 £, 48 £. 4B 000,08 of O00! ag 7 £.86 $208 G.58 O00 08 oF 000,08 x at a —— ee ma gsi ae ae - 8 = The analysis of the distribution of circulation as between city and rural territory was followod by a further com- parison made to determine the circulation of each paper in pro- portion to the size of its community. City circulation was compared with city population, amd rural circulation was com- pared with the population of the county of publication, exzclu- Sive of the population residing in cities where a newspaper is published. This latter measure is a very arbitrary one and in many cases doubtless has no particular meaning. For a major- ity of the papers, hcwever, it does indicate to some extent how thoroughly the rural community is being covered. The variations in the amount of city circulation per 100 of city population are not quite so great as in the case of the proportion of city circulation to total circulati om. fhe lowest record found was that of a paper whose city circula- tion was only 6.1 per 100 of city population. The two highest records found were between 55 and 60 papers per 100 of city population, but the estimates in these cases so obviously in- volve an error in distribution between city and rural circula- tion that they have been disregarded for purposes of presenta- tion in the tables. The third highest paper in the list shows a city circulation of 45.9 per 100 of city population, but in that instance the figures included both a morning and evening edition under different names with the probability of consider- able duplication in sale. In Table VI the papers reporting are shown in groups according to the relation of city circulation to city population. 7 anos ode 5 ud Sow fot new qrosterod Leuart San ony at ToGeT Hose to seotweigetts oft anteeato gay co iteLuonts Utls . ys tame ‘gat to oats aft of =08 gow soldslimtis ist: Der rattalogon yrs 10 te > whom notsaok idug to yvirwoo od? to moive fisqog ond ditty pa qT | ake Teqayawet & stow agtits 22 antblaet soktsLoqog ond oe i c at ‘bas eno weriidrws yYrev a ot exurcen tottel ata? sorte £1 Ed ere . Tob sate BROT .gthtsom TsLuolitag on aan suetédueb gopeo wes eee emoe ot oteoibut gooh tf ,tevevi .Rtogag ont te wt . «Sevoves paled et ytiaummoa Latur ot ¥irtawotodt wor “Teg mobtsluoxto Wis To tasome oft nk emo iisinusy sx? a 4 ee _ e869 ent ni ee treva o9 otlup fom ots noitelyeeg utio to 0OL i toluorte infoy oF nolttefuerto ¥tts to sol troqotg odt ta -siverto ytio eeodw tegec s to tad} aaw boyet broget ‘teowol ad? | t Yeetigtd owt ad? .nottaluqod visio to OOL seq £,5 vino aaw molt Wie to OGL eq eregag 08 Bas 38 nsewded etew Sacot ebrooss | | “ht ylevotvdo on ac0r0 aaedd ot setsniiae eft tod to ttes Luqng ~Rinests Larus Sos vity coswtad mitofittety ak tectg me eviov “Binegeig Io vexssqid «0d ‘eirauoralh nsed eved yent sant mods : Swods teli eft mi secs jac: igti ASxidt off .Jseldad edt at molt “oq &.2) io goitslponte ytto a Sitnoeve bus yalmom s dtod behulont Spiinli oft conetant tedd ek AtiW aomen taet9it BA tobog noisthe : -sfeg rt xotigeot ined olde Steqeg off IY ofds® of _ ole a Wilco I6 moltsfor onz- of a: . “i on PI dud. ,aoltalugeq ylio te 0os —“Sohlanos Le yWiltdedor gq ony Saget! m] mycre ota mri stioqged ef0itaiuceg¢ ysis af noisafeorts a ee eo Se Tne common cxpericnee in this respect is well marked, but the cienificant factor is the extent to which cortain papers have been able to get botter than average results through an in- tensive cultivation of their field. It is ovident thxt papers with a city circulation of more than 30 per 100 of city popula- tion are making an exceptional record. TABLE VI DISTRIBUTION OF OHIO DAILY NEWSPAPERS* BY GROUPS ACCORD- ING TO CITY CIRCULATION PER 100 OF CITY POPULATION Circulation per Number of 100 Population Papers Less than 10 5 10 to 20 28 20 to 30 54 30 to 40 4 More than 40 4 Total 98 *Papers in citics of over 60,000 excluded; data for nine papers estimates. The average of city circulation per 100 of city pop- wlation is in the neighborhood of 22, or about one paper to evory 4% inhabitants. There is a tendency for the figures to run somewhat higher in the smaller towns, indicating in part that in these communities the local paper has a strong hold and in part that in the larger cities there is greater compe- tition for readors. This is shown in Table VII, in which the high, low, and average city circulation peor 100 of city population is given for each cf the population groups into which the cities have been divided. aft tnd ,hoxtam flow st siblion ciel ja omni @vad ctoqay nition datde of dmoded ond ot ne be ‘etogay ¢. 43 taobivc af 2] .hfe8r tlody to wkd 3 mi eaioge, wie te GOL roy OF edt oxem ts acottsinotio Ww te: MOLICAOTES YE -S2EGV2 BES wet tata sae GEM aqiors ce {te fuyor set Fs foa5 4k “oviy ck sottelpo hion Herts A for Tedoy Lseuf ode -Sohtyth mod ove teftts one indi : wo. te TABLE VII PERCENTAGES OF CITY CIRCULATION TO. CITY POPULATION BY GROUPS ACCORDING TO POPULATION OF CITY OF PUBLICATION Population of City _ High Average Low Less than 4,000 Ob al 27 24 25.0 4,000 to 7,500 40.7 26.8 12.4 7,500 to 15,000 A) wd. 2226 600 15,000 to 30,000 30.4 Ade bel 30,000 to 60,000 45.9 19.8 6.7 All cities - Ba o4 - aS ae ae ee ee ae ~~ — ae oe When the communities are divided into groups accord- ing to the character of the competition it is found that where another paper is published in the same town the average city circulation per 100 of city population is 17.4, but that where there is no other paper in the same county (and the county is not adjacent to one of the larger centers of population) the average of the city circulation $3 25.6 per 100 of city popu- lation. Papers in counties adjacent to the large centers do not fare badly as far as their own city circulation is con- cerned, (the average for all papers in such communities being 22.9 city circulation per 100 of city population): the cir- culation in their county outside of their own city is, how- ever, very considerably cut down by the competition from the large dailies. The percentages in groups according to the character of competition are shown in Table VIII- -b40998 Sqiotm aint Sobivid eras Beivinummoes edt codw Siedu Sedt Savot a sf nottiteynos edt to ssdostado oft of gmt _ Stedw dud? ind .d.94 ai molielueog ytto to OOL yeq notisiverte saa ne a mn MOLTAMORIO y3 MOITAITIIUS TO Y7TID Yo MOTTAIVaOT ¢ 0.83 ba PS £436 d,S1 8.38. v.08 G0 0.38 £. 08 Led &.e£ $,0€ v.a Sef C.Ge at Db. SS - esitio ffa- ex=2 eres Sues Ysio sgeteve odd twos omeg oft ot beiatidug ef regeg tedvoas -. Si YJavoo odd bez} ysuwoo ange sad Ni i9¢eq tead¢o on ef ovens ead {mokdeLugog to exed¢noo temiol edt to ono od sasostie don “HOG Yito To OOL r9q 3.88 wt notse{yorts ¥sio sdt to eysisve OD aieineo egtel oxi of Taste, he seltguon gi ereqse .notsel 09 ai Hoiteluotto ytto nwo tisds as 1st ag YLbed onset ton Saled asttinumnaon ilo add ~wod Sous mk euegeaq {Le 19% YASTSVE Odd) . Somren +(Mofsslugog ¥tio to 00s ISG Moitsloorio ytto 88 o84 ¥Si0 WO iladd to abteduo Vtaros tiont oF not talue Sid Gost notviteqmon ods ¥¢ Wvod suo VAdorshlamos yroy stove . odd OF autbreose SGOT, 84 BoRKtMONIEg say eteifisd mek 5 «ITTV sides? nt swodg tH KOlsisogmos te todssuedo ; tan -l- TABLE VIII NUMBER OF PAPERS AND CIRCULATION PER 100 oF POPU= LATTON ACCORDING TO COMPETITIVE POSITION Location with Respect Number of Circulation pe» 100 to Competition _ _Papers* Wigh Average Low Other paper or papers in same city 45 27 64 17 04 663 Nearest competing paper in other city of same county 30 40.7 Greb 1066 No other paper in same county and not adjac- ent to metropolitan areas 23 45.9 25.6 12.4 Adjacent to county con- taining city of over . 60 , 000 37 34.08 22 29 9.9 *Classifications overlap, Some papers being included in more than one group. Papers in cities of over 60,000 are excluded. AS was previously noted, the difficulties of compar- ing rural circulation with rural population render of doubtful value any averages drawn from these figures. There is a wide variation among the papers in the percentage of their rural circulation to rural population which is at least nominally associated with the town in which the paper is published. Sev=- eral papers, for example, show rural circulation of less than one paper per 100 of rural population, while one outstanding publisher has, on the other hand, a rural circulation equiva- lent to 58.7 per 100 of the rural population in his county. In this and several other cases, however, the situation of the publisher is such that his paper circulates freely in several adjacent counties where there is no local competition, and this has contributed to his high percentage. a ERS oF X “ ’ : Beteqsag ae Ja 2 + %f Th Gk 9 | ” | togsq attoqnos ance to yiio ted — af Po a e % es 7 = ery aha (i Ai 7 = 7 7 ence ak “ne qgeg ad eortbe tom bes enue , notkioqorsom o¢ as &,Sf 4&8 kat 63 300%R 7 “mo yttmo oF plc goa | ove to ytto *000 08 Mt HehyLont ante’ etoqarq omea .qrftova smiiveuaea 060.06 «ove to asitto mk exeqet -qiot, sso asdt stom -bebyfoxs ots © » toqmoo bo cettiyolttih ext ,Sston yleuotvoerg saw BA “a4 affine fvtFsuab to tebact nottatucor Lou ddlw motsetowrete Loe ote ohiw es ef exsd? .eetupit ssedd moxt math eoyerevs ye oriny . Letet sted? to esesrenreq eft mt axeqaq ont yaome cottsitey Wiastaen tesef ts at dofdiw motisivaog fester of nottelvotto evei .bereildsg at iecaq ond dotdw at swot edd ittw fefsioossa aedy asel Ye nottis{woris (stir woe ,efqmaxe tot .aveqaq fete : Brtinetetve sao slidw ,colisfigoq Leure te OOL toq reqgsq Sie eaviros seltsicotio Isrer 8 ,bned tests oft no eased tenati¢ug ettoeo aif nt noltefuqod fate off to OOF toq %.52 of Inel eat 30 soktectio aft ~rovewod ,aeuee cote fereves San stdt at Lferevea nt yleert seseliorts toged eld tarts cove et rorta LLdany. aldit bre ,notttteqmes feo0f on sh stent? sredw selitavoo transi ia +o8tasoTeY fald aid-es hetodirtdnso ead ' oe - _ - 12 The large cities make generally better records in respect to rural circulation than the smaller ones. The aver- age for all papers in cities of between 30,000 and 60,000 is a rural circulation of 21.4 per 100 of rural population in their countics. In the smaller communities the averages de- crease rapidly. Table IX presents a grouping of the papers ac- cording to the percentage of their rural circulation to the rural population, while Table X gives the high, low, and aver- age experience in each population group. TABLE IX DISTRIBUTION OF OHIO DAILY NEWSPAPERS* BY GROUPS ACCORDING Circulation per 100 Number of of Population Papers Less than 5 ao 5 to 10 SL 10 to 15 23 15 to 20 7 20 to 25 5 More than 25 7 Total 98 *Papers in citics of over 60,000 excluded TABLE X PERCENTAGES OF RURAL CIRCULATION TO RURAL POPULATION BY GROUPS ACCORDING TO POPULATION OF CITY OF PUBLICATION Population of City High Average ow Less than 4,000 12.6 6035 0.9 4,000 to 7,500 17 of 5el 0.7 7,500 to 15,000 22 04 9.9 Bel 15,000 to 30,000 39 9 11.1 0.7 30,000 to 60,000 ead 214 4 1 All Cities - 10.8 - —— = —— =e ote Fe we wee ea wwe mk ebuevox todted yiiorexog ate gottio eat soya of? .9m0 tofLaue oft sorts Ko ttaivont. ie a | @1 000,08 fme 000,08 noowted to soisto mt aweqsq £45 to Kt sofisiiyeq Ina to OOL toq b.f3 To sortaivozta Log, “6b Begotove oft aoltiammco sofinme oft st .contmuoo the “~bn eroqsr off to antquorz 2 etnoac1g XE efiat -wibiqat eason : i = eit oF mottefyerts Len ttovt to oysinvorog odt OF 3 1rS69 — “teve Bas .wol (Moth oft sovly X ofdet oftdw ,wotteLorod fers. > TSIBVON 2 stony +pilstivevSa ysofq d of Borraes, ‘teed sat 70% EGtee Sooubor cyad Siote;, omoea tadt $2 ote srodt toute to Sahs frermt 2 tuotsty “uC 4abrso0 stat tolg eholtotobtenes ot} wrt oft oF¢ Sit lageq goed tou cad Sat “ire mw loo® ogy - { oTAnan” ¢ t - 7- — o rit asd? totter «226 L3H Cero oferty tet elctsd eo as i .o ~ M 2O88 mood VS Doasr Wiltomota gy YontT 9 so -~ 14 » larger dailies, because of the fact that the papers in the small cities make their calmlations chiefly in inches, fhe inch rates themselves do not have any great amount of signi- ficance, as they are naturally low for the papers of small circulation and high for those of large circulation. Table XI gives briefly the high, low, and average inch rate effective in the daily papers in the cities of the various population groups. There are, aS may be observed, wide variations within each groupe Table XII shows the more significant figures for the papers in various circulation groups. In the case of this latter analysis the variations within the groups are less pro- nounced, but are still great enough in some instances to be rather surprising. TABLE XI MINIMUM DISPLAY ADVERTISING RATES PER INCH IN CITIES BY GROUPS ACCORDING TO POPULATION Population of City High Average Low Less than 4,000 825 Pal 615 4,000 to 7,500 2D6 ene ele 7,500 to 15,000 «56 330 eld 15,000 to 30,000 263 240 oL5 30,000 to 60,000 1.12 ef l aod All cities oo eo - fom clay cme Pn Se done — ae am eS D> ome TABLE XII MINIMUM DISPLAY ADVERTISING RATES PER INCH IN NEWSPAPERS BY GROUPS ACCORDING TO CIRCULATION Circulation of Paper. High Average Low Less than 2,000 e28 e20 wile 2,000 to 4,000 PySoy) o04 015 4,000 to 6,000 256 eo e2L 6,000 to 8,000 242 009 200 8,000 to 10,000 o70 edl e 5D 10,000 to 12,000 270 » 58 249 More than 12,000 1-12 085 063 eae 7 2G, ene a id at eteqey OAs sade tort oat to OP parton rt viva ‘hited a i | @tngfe to tmvomc teoxm wre aved ton'ob aavislnas | {Loa te atecag of? tot wel yiletutem ome yodt sa yok IX 6£40 snoktetwetts oczat ve scoxt wot Agi Bee 0k Siarane _ —- evitaotte ofer font oyatsva feo ywot , agld ont oe : = soktskugog awolucy e:tt ‘to usttioe off xt eveaeq “ftad « : a atdtiw ansttntesy ebty ebovtesda of yom ar ,oun rote aay 102 sotrglt fnocttiaats exo of? swore TIX oféa? squom dione Stat to eeno edt nt actor mottoiserts agotiay mt regan oft BM @20f ots eqsotn eit nidtiw anoltntasy eit eleylons xottat —" 68 Ot eoonssani anos mi dsv0m ?eorg {Lis ete tud ehoonsor | + uttta heqie sedge 1X SETA > I Ta: Zt DUICHODIA ESTORD YR —? | ag Na! - wot saczeva Eaik ow eit? Fa : aL. . £8. ofa 000,2 modt saer 7 Si, os, aa, 00a,7 ag 000, oon 2" oLe: OS » Od,. 000; af ov 008,71 él. Of &. G0O,0& of 000.65 Me ia, Sist 000,03 at 000,08 S25 Sos 3232 YCA YaroeTa Tt OEE on ienioas eros ve motte foeoxtd wor SSCTOVA ‘aig aoe to Sf. 08, 6S, OO8 5 rustt esa aL, de ce «=§: DOB oF 000.8 Fr. a ats 000,68 oF OOO & ob, Ee Sm 000.8 st 000.8 a, fz. OF, JOO.0L at 000.8 Ode is), oft. O60, 86 of 000,0f Fas CBs ~15¢e A&A study of rates themselves is less informative than & comparison of rates with circulation. Comparative figures are statcd in "rate per inch per 1,000 of circulation" - the function of this measurement unit being the same as that of the "milline rate" familiarly used by the larger dailies. Something approaching 4 uniform rate per inch per 1000 of cir- culation might be expected to appear in such a comparison. This relationship, however, is influenced by several factors which are not always evident to the casual observer. Certain papers, for instance, have greater drawing power than others, even for the samo amount of circulation. Certain papers are known to obtain circulation in territories outside of their own treding radius and their local advertising must according= ly be sold without reference to that particular circulation. Inactivity of a publisher or hostility of a business community to changes in long established custom may result in perpetuat- ing rates which are far too low in proportion to the circula- tion of the paper. This is apparent from the tabulations which follow. The lowest rate found in any Ohio daily newspaper in a city of less than 60,000 is approximately 3 cents per inch per 1,000 of circulation. Three papers show a rate of around 4 conts, with a considerable number in the groups from 5 cents uv. The highest effective rate noted is 19 cents and only 9 papers have a rate of over 12 cents. The number of papers with rates in cach group is indicated in Table XIII. oar - gers viscometer 2 ascf at mov foduort? votos te. | aor 1 oviveragas) .nobtciverto dsiw aosee aon oft — "“noliskvotin to 000, f t0q dant toq oto at hot, te dod? of ence oft gated sicor tnomotvanom ukat Ie | | e00lLieh toorst eft vo booy vier’ dart ®oter -tto to 0002 fog fent ter stot mroitas - gakdonergds 2 a . @03i%eg900 6 dont si tosqqe 377 bsetosaxe o¢ tila a . = @totost {stoves yo Sovace{tet ef .xevaver chtans tater ¢ | 4 tere. etovteads Ireeno eit of inebivs aystic tom Oe tot A =~ a. No medt towoe 4 2908 Jsom goteitrorbs {socl tiedt brn aslban maibort ovo smotiaivor ts talsotiueg tadit of sonotater tuott te Slee od yf - | I @PRewmn» Steuisrd o Iu ysifiteod «9 +edetidve » te Oise tan eqre¢ wt tiuast you motaun Sadebidotne ott af saprtardo aaa wy Ge ; oeeeeste emt of notirogorq at wok - tct ove. foldw gotez gak | iw anoliieledst eft moevt tro vg8 af ali? .rogesy off ty woke «woLict Teqgeqeven yliss otro Was mf Ansot ote to vol oc + c Ly ¢ a ~ TAvewR ’ font ToC aJNOO | rf ; if Ws if 000 OG its ta Beol TO ytio ii nt Tilsefsotio ta O00,£ tog i Toetun el(deishisngs pw te .ctRoo D> © ino brs Stren Of ck fata stun ) ‘4 "4 BE Dato atin Site teotatt om Sew BSiw ateces to tedium ane. s. tes Sf weve 4 ton of ain mee Ss ' | Q7 es & Svat etagne 7: sUIIX of6eT xt Botan +2 eee ~ | mcty fgse nt sete hamis to otag s rode areqog cers? - Q@uso 4 mor! aerete on 7 TABLS XIIT DISTRIBUTION OF OHIO DAILY NaviSPAPSRS* BY GROUPS ACCORDING TO ADVERTISING R..TD POR INCH PER 1000 OF CIRCULATION Rate per Inch per Number 1000 of Circulation of Papers Less than 4.5 cents & £.5 to 5.5 cents 15 5.5 to 6.5 cents 18 6.5 to 7.5 cents 20 7.5 to 8.5 cconts A 8.5 to 9.5 cents 12 9.5 to 10.5 cents 5 10.5 to 11.5 cents 4. More than 11.5 cents 9 Total 98 *Citics of over 60,000 excluded One other tendency evident in the effective rates of the newspapers is a trend in the direction of lower ratcs per inch per 1,000 of circulation in the larger cities. The low, high, and average rate in the citics of each of the population groups established is given in Table XIV. TaBLs XIV ADVERTISING RaTSS PSR INCH PER THOUSAND OF CIRCULATION BY GROUPS ACCORDING TO POPULATION OF CITY Population of City High isVErage Low Less than 4«<,000 19 odd 07 &,000 to 7,500 ~L95 ~ LO -06 7,500 to 15,000 13 07 .05 15,000 to 50,000 13 ~O7 05 30,000 to 60,000 209 ~Co 035 _—— ——— All cities 08 - =: j : i ene sod"! bt) to hobsioxs OOO, to BSaevee ovyisootto sens at Tog B0¢S4 towel to 0 4 5 r 5 ToR,tsl ewolt oT seoisg? Botsseiogog oft to toca to 2 VIX MOTTALUOAIO TO CiL.CUOHT PO EE ete Vo. e ie a OL. cu. yor GO. y SU. a.) -—— — —— ; ac, ~me =P tie ten orth oftte SLdoT sc i 2u¢ HORT Ct ects omer eaayde YTID FO HOTT wcUsOT oF *on-S.9F) oF “WOlPALUNATD FO OOOL ACT HOMI ASS Gis to dont xg ote 7 ol etaoo 3.2 sos asod @ eins @.8 of Geb avston at se i @ ry, atnros 6.8 of Gee - -—* etrop 6.8 of Ge |) age sinoo @.@ oF Of 7m esnoo See of doe einoo 6,ff oF G,0L etnon Ge! fh molt omtolf {a3 of 13 texo To aotdto* Stro yorshbret todo on0 ott mt Soowt o ef ateqaqsiron o£ wit mi nolisiserlp to 000,f foq tonk old at otst esptove Bus , agit (2 movlg el bodetidstas aqVvotr Vix esidat OKI TACOS. € . nottcoforog ehe oe ytid Te Ci. 200, send Bea el C f + 6a¢ x an J OGO Jeo bs 500,2f ot 00849 éJ . - Pi } e US ¢ é 000 al Le ve oer : Ud of O07, OS - @oitia If4 1 ei The material in the tables and comments presented above Should give some idea of the characteristics of the Ohio daily newspaper field, amd particularly of the papers falling into certain classifications of population, circulation, and rates. fm analysis of the operating results of various class- es of papers will be the more illuminating with this prelimin- ary data as a background. gune 14; 1927 JS i =<,” 4 . , Lope i. PL Ags Ais Saat rhs f aa ar eae Reh te ty 1 Aa ft i a “we ae | . * 7 * ; 4 ¢ ate gt ¥ mS wee 3 “4 ¥ Fy 1. Brearae Si ee tot . oe f Lona: £ = adic < ie MTU ts Se ce te ef Pe ES fe Mae Sod f-anioumeo: samtaategs, oid al, Sop tot am, “5 onde +6 dbitabbwoganeado ow %0 opt, map. evty, bios . arti * dabity Sr eat ed ose Cy ae Mi, Bae. Pied, otal MEADS shtoere nasin tama jie cao ttga ts tagnlo nites : fe ay 7% meselo ayoltoy to. aticuey. mrigareqgo odd .to DLS GOA aid S ws whimile tg aig? dike gutiantapi{fh ot 30 ont of f[liw ansqog 3 .basoratood 7 eg stab ee ae: Tse@L yet 40% ©