CASTLEGAR NEWS, Thursday, May 6, 1976 Astudy published recently by three media researchers shows that newspapers dom- {inate other media in advertis- jing credibility. In a breakdown by com- munity size, the study said newspapers were chosen by more than 40 per cent of the as the medium: carrying the most believeable ladvertising, i. Radio, it said, was given ‘the next highest ratings with ‘only 10 per cent. And despite ‘findings of television domin- ‘ance in news credibility, the study said newspapers tend to be the medium selected as likely to carry the most believe- able ads. ‘The study was authored by Lee B. Becker, assistant pro- fessor and a member of: the Communications Research Cen- tre at the S.Il. Newhouse School of Public Communica- tions at Syracuse University; Raymond A. Martino, assistant professor of Newspapers are the Greatest When It Comes to Advertising The medium-sized commu: nities {20,000-50,000) offered more diversity, Each has either ‘a local television outlet or one ina slightly larger, neighboring community. Larger communities (over 60,000)offered the most diver- sity of media outlets. In the smaller communi- ties, newspapers were chosen by 43 per cent of the survey's respondents in that group as the medium with the most believable advertising, Radio was next with 11.2 per cent, followed by television (4.8 per cent) and magazines (3 per cent), Thirty-eight per cent saw no difference among the mediums. The authors noted that since questions used by other researchers and organizations have not allowed for the latter response, “it is difficult to know whether this type of response is unique to advertising or ap- St. John Fisher College, Ro- chester, N.Y.; and Wayne M. Towers, a John Ben Snow * research assistant at the New- house school. The data was gathered as part of the standardized Com- munity Newspaper Survey pro- ject at Syracuse University. ‘The project was made available to more than 200 newspaper publishers. Since the project's initi- tion in 1970 data from 15 studies conducted in 14 com- munities across the U.S, have been returned to the centre. The authors said the more ‘than 3,000 questionnaires pro- vided information on reading habits of the respondents, their preceptions of the medium likely to carry the most believe- able advertising, and answers to various demographic ques- tions. Research on media credi- bility, the authors write, “has focused almost entirely on news distribution function and large- ly ignored dissemination on Heetieres through advertis- F itte is known, they hold, about the . per of the plicable to credibility evalua- tions in general.” The male preference for newspapers compared to fe- male audience members, pre- dicted on the basis of findings for news credibility, the re- searchers said, surfaced in the survey only for residents of small communities. In the small communities, 46.5 per cent of the men and 37.8 per cent of the women chose newspapers as the med- ium with the most believable advertising. Consistent with literature on general media credibility, the researchers said, older persons tend to think news- papers have the most credible ads. “For each of the three types of communities exam- ined,” they ‘said, “those re- spondents 55 years old or older are significantly most likely to choose the newspaper over other media than are the respondents in the 18-to34- year-old group.” Newspapers, they said, gain strength among older audience members not at the expense of other media, but believabili ‘of the various media as advertising conduits of ‘the, relationship between such perceptions and relevant social variables, certainty, on -theit> part that? therev'is a difference.” The study also concludes that in each of the community groupings, the percentage of they said, is the Edenart between use of a medium and of thinking the media are the same in terms of a the believability of its advertis- ing. Based on studies of news - credibility, the study tested four hypotheses: Men should think news- papers more credible for trans- mission. of advertising mes- sages than do women. Older audience members should think newspapers more credible for adver le. creases with age. “The findings seem to have important implications for me- dia professionals,” the re- searchers said. “First, there is some evidence that in the case of young audience members newspapers are losing an ad- vertising edge they have with older audience members. “The younger respondents ea do younger, audience mem- aighly educated audience members should find news- see fewer di between the advertising in the various media and are less likely to name newspapers as the medi- um most likely to carry credible paper adverti: more ‘credible than do audience mem- bers with lower levels of education. Those audience members who use newspapers for news should show higher credibility ratings of that medium than do those members not ‘selecting newspapers for news. The communities, the au- thors said, differ somewhat in terms of media availability and were kept separate’ for all lyses. Each of the smal communi- ties (under 20,000), they said, are served. primarily by a weekly newspaper ‘and : local radio stations, Dailies and television come from neighbor- ing, larger commuiities. "Kojack's” ‘ SPRING PAINT SPECIAL complete, any car $199.95 IN OUR ACRYLIC ENAMEL CAPRI AUTO BODY 633 - 6th: Ave. S. BOOK NOW! at this price | 365-2226 Product Comes Close to Bone Substitute Improvements are con- stantly being made to the practice of medicine, and one example of this is in the use of various materials as bone sub- stitutes. Ceramic materials are | becoming popular because they are non-toxic, more Mexible than metal, and can be made to resemble the porous nature of real bone, Now a new ceramic sub- + stance has been produced that is an even closer substitute. Described in Canadian Patent, No. 974,927 granted to Allan ‘Auskern of New York State, it -ean-be- used as a bone gap bridge, a skull plate, or for pinning fractures. sa when: they -had -only.- one: That is ‘OU can lead a horse to water, but you can't make him drink. You can’t teach an old dog new tricks. You can’t make a silk purse out of a sow’s ear. To these old adages might be added another, closely related. , You can't create a fluent, sparkling, bilingual * cosmopolitan out of a dull,” middle-class, middle-aged civil servant. I'm glad to see that some semblance of sense has seeped into the senility surrounding the approach to bilingualism at Ottawa, Ff Keith Spicer, the. grand poobah of bilingualism, ap- pointed by the ‘Trudeau government to wet-nurse one ofits favorite babies, has finally ‘reached a conclusion that an average 12-year-old could have arrived at, without undue mental strain, in about 15 minutes. - He decided, and had the courage to admit, that the government program for creating bilingualism in the civil service was bass ackwards, Some unkind people might say that Ottawa civil ser- vants have always spoken with a double tongue, even language; ~ and’. why - have them speaking doubletalk in two? the Way It is in ace \ a¢Hoine, are completely at > | Sugar and Spice Instead of pouring millions into converting stodgy civil servants into connoisseurs of French language and cul- ture, Mr. Spicer concedes, the money should be spent in the schools, teaching French to children. Great thinking, Keith. Anyone with any knowledge of learning a second language could have told you that two years ago, Ordinary, every-day com- mon sense and experience shows us how true this is, Take an average family of im- migrants to Canada, Ger- man, Italian, whatever you like. The parents have great difficulty in learning English, and retain a strong accent all their lives. Their. children, even though their only language is their native one when they arrive here, and even though itis spoken almost exclusive- cise in English within a year. ar two. To hear them chirp Funeral Service is Held For Mrs. Annie Kalesnikoff Funeral services began last Friday evening and con- cluded Saturday afternoon from the Tarrys Hall for Mrs, Annie Kalesnikoff, a district resident since 1910, who passed away at the Castlegar and District Hospital on April 28 at the age of 68. Mrs. Kalesnikoff was born at Macado, Sask. in 1907 and moved with her family to Brilliant in 1910, She was _ married in 1927 and ‘lived at Champion Creek until 1943 when they moved to Brilliant and then to Thrums in 1955 where they had resided since. She was a member of the Union of Spiritual Communities of Christ. Surviving are her husband Peter; two sons, Peter of Thrums and Mike of Brilliant; eight grandchildren; four great- grandchildren; two brothers, Fred Labentsoff.of Nelson and William Labentsoff of Robson. Interment took place at the Brilliant Cemetery. and prattle away in the idiom, you'd never know that they weren't born and bred in English-speaking Canada, © For an adult, learning a new language is horribly hard work. And fora bureau- erat or civil servant, it must be doubly difficult, because . their minds are constitution French Frencty in our schools has been encouraged by govern- ment. In fact, the moneys for a practical, realistic approach to learning French have been held back from the schools and poured into that bottomless pit at Ottawa, French has practically been abolished as a p requisite for university en- trance. As a result, and because learning it requires some real effort, students shy away from it and look for “bird” courses. Result, French classes in our schools have shrunk deplorably. This, despite the fact that French is being taught better, and in a more lively, interesting, and re- anything French-Canadians who want to get somewhere in Canada, whether it's in business or politics, learn English because they have to. Whatever the pundits say, this is primarily an - English-speaking country, Most French-Canadian cabinet ministers are at least adequate in English. Some politicians, like Pierre ‘Trudeau and Claude Wagner, speak English beautifully, far better than most of their « Anglophone peers and oppo- nents. But when an Anglo politi- cianspeaks French, however atrociously, we look upon him or her with amazement, as though it were a sign of genius. What hypocrisy, ina country thatis, theoretically, bilingual. (Istill winceevery time John Diefenbaker strays into what he fondly -belioves is French.) As you may have gather- ed, Ihave strong feelings about bilingualism. Unlike a greal many Canadians, I am all for it. But the govern- ment's approach to creating that blessed state has been at best a farce, a charade, at worst a swindle of the tax- payers. Of course the beginnings must be with the children! On the surface, the study of - than ever before, (I studied French for five years in high school, three in university, and can barely proposition a girl, let alone order a meal in French.) O.K. Let's start all over again with our bilingual rogram, and forget that painful failure in Ottawa. Start teaching if fo kde| in Grade 1. Keep it up. Make it a prerequisite for univer- sity. 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Both jouda_ will melt readily a make this a time mie fasty m ° Hand Pepper bod oe ps bacon, i in pieces 1 medium onion, chopped 1 medion tomato, peeled a and 4 medium mushrooms, re qual | 1 ctpcoarsely shredded imported olland Edam or Gouda® For the ‘filling. sauté: bacon Pieces 2-3 minutes, then nee onion, tomato and mushroo! cook until tender. nod in va but 2 tablespoon: shredded im P foltand cheese. Meanwhile to make the omelet, peal ite ¢ sale aad pepper with a fork until yolks and whites are well blended (about 30 seconds), Place table- spoon of butter in omelet pan or non-sticking 7” skillet; set over high heat: Coat bottom and sides of the pan by swing the butter in it. seltles pour in the beaten ut shily stir eggs with the! art of fork whi le shaking the pan, have thickened ve filing across the middle of the omelet. Lift the closest - carefully roll the an warmed plate. Sprinkle with ene shredded | Holland cheese, Dot with butter. If desired, place under heated broiler.a moment until cheese melts. Serve seemed tei) Makes one or two servit The Scene at... KINNAIRD JUNIOR SEGONBARY, Seon ‘Laat Friday | we held our Spring Breakthrough Dance up here. People are grinning and asking “how come the ‘Break. through'?” Pimples? Chicken pox? Jail escape? (Well, we shouldn't really dignify that with an answer, + but we will) You might say that we were thinking in terms of “escape.” (Escape from the clutches of winter, mainly.) These are the summery months for us at K.J. Lighter clothes, lighter work load, Ughter spirits, Naturally we are in the mond to celebrate! The decorations for the dance were all in tune: “Wish- ing well, blossoms, bees and beaux. Daisies, damsels, dese, and dose.” The band we hired was Stellar Gallery. Danny Barnes told us that it was. “pretty good” and the kids enjoyed the music. His only criticism was that he, personally, would have liked a Kttle more variety, “a couple of waltzes would have been nice.” (It's the end of an era, folkal) * Altogether it was a real fun frolic, thanks to the good earted guys who pitched in and helped. You're included, Mrs. Jollimore. Those _ were honeystl) . nates oa went out that same Friday. And Monday evening parents trekked up to the school to “talk things over,” so to speak... gently... It's a funny thing, but parents and teachers seldom “lock horns” anymore, we've noticed. There » Future Seen in Sun Eight years of research have convinced Prof. Robert Swartman of London, Ont. that the sun is tomorrow's main power source, but the federal severone isn't sold on it. Other countries such as Saudi Arabia and the United States: are: involved in solar Prof. Swartman said. fature. 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