The Bridgeport times and evening farmer., 1921-12-10

advertising receded as the towns grew in size. The percentage of coun- grew in size. The percentage of country advertising decreased even
 more rapidly. The smallest towns lad 42 per cent. of such advertising. in their papers.
 When these papers were analysed as to percentage Of country circula- ton it was found. as might be expect ed, that with the increase Of country circulation the total space given to local interests increased. A surprise is found here. however. in the fact that the largest percentage of thss To- cal space devoted to country papers was fin papers having from 51 to 75 per cent. of their circulation in the
 more than 75 per cent. rural cjrcula- ton carried alm ost as little country local news as did the papers with small country circulation. The total total space devoted to country inter ests. Although the cause of this con- dttion is not shown in the tables of the report, it is probable that the heavy use of boiler plate may have cut out local material. as the latter necessarily means office composition.
 Edit toEials seem to increase in inl- portance in the eyes of editors as the percentage of country circulation in creases. Ths. total space devoted to editorials and the percentage of this space devoted to local editorials alike increased as the country circulation grew.
 The total space devoted to news in creased with the increase of the coun- try circulation. The percentage of to- tai news space given to local news Is least in those papers having -25 per cent. Or IeEs country circulation. while 1t is greatest in the papers having from 26 to 50 per cent. local circuia- ton. The percentage Of local given to iCf1 a 1 those papers having from 51 to 75 per cent. country circulation and lowest. eight per cent, in papers having less than 25 per cent. local circulation.
 The papers with heavy country cir culation carried about 59 per cent ad. vertiAng. The greatest percentage Of total space, 72 per cent, Is among country circulation The next highest those papers having 25 per cent. or less the papers having the heaviest country circulation, which means the papers usually having patent ins-des- Only five per cent of the local ad- vertising space ie given to country ad- ver-tising by those papers that have the smallest country circulation. while the next smallest percentage is by the papers having the largest circulation 1 in the country.
 Prof. Taylor recognized in the ] country weekly a powerful rural ser l vice agency through its reading. news and advertising material. In his con ! clusions he pointed out that the ad- vertising agencies appear to have g3v- en more thought to the country tn- | terests than have the editors them l selves, if the larger percentage of | country advertising over country edt- | torial or news material is an indica- l ton.
 The whole report shows that only
 two-thirfs of the total space in these | papers is fMled with local material l Of the local material only fifth is | devoted to country interests, the ! towns getting four times much l This is notwithstanding the fact that ! almost 55 per cent. Of these pape~s send from 50 to 100 per cent. of their | circulation into country homes. 1 The papers that had over 75 per | cent. of their circulation In the coun- l try had only about one-s2Nth of their l total space given to country interests 1 The advertising material was Fl per
 cent. local. as comDared with 69 nel cent. editorial and 57 per cent. news i About nine per cent. of the local edi- torials, about IS per cent. local news and 25 Der cent. local advertising con- cerned country interests.