Newspapers: TV Is No Substitute

Motivational research has been defined as the art of disguising soft ideas in hard words for a stiff fee. Now, in a refreshing reversal of form, Dr. Ernest Dichter's Institute for Motivational Re search has produced some hard facts about newspapers and television—for no fee at all.

Increasingly Thin. When Manhattan's seven dailies were about to be shut down by a strike just one year ago, the institute's vice president, Irving Oilman, saw a chance to probe for the values people find in newspapers when they cannot take them for granted and an opportunity to measure the ability of television...

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