I.P.A. NATIONAL READERSHIP SURVEYS

CODE LIST FOR QUARTERS 16-31

January 1960 - De~embe, 1963

BMRB/52036 14.9.69

T. V. AREA

london Midland Northern Southern East Angl ian South Wales and West Scottish North East Outside I. T. V. South West North East Scotland Border

QUARTER

16 17 etc. 20 ,,\" (' .. ~

21 etc. 30 31

ADDRESS SERIAL NUMBER

01 etc.

INFORMANT IS

Elector Non-elector Living at Institution

SERIAL NUMBER OF INFORMANT

(Instikltion! only) 1 2 etc.

16-21 Col. Pos.

1. 1 2 3

.4 5 6 7 8 9

QUARTERS

22-23 Col. Pos.

1. 1 2 3 4 5 6 7 8 9 0

.

(1/; 24-31

Col. Pos.

1. 1 2 3 4 5 6 7 8 9 0 X Y

16-31 Col. ·Pos. --2. X/6

X/7

3/4

5.

6.

··'etc y Y/l etc 0' 0/1

0/1 "tc •

I. 2 .• 3.

1. 2 .. etc

REGISTRAR-GENERAL'S REGION

Northern East and West Ridings North Midland Eastern South-Eastern Southern Sauth-Western Wales Midland North -Western Scotland Greater London

IDENTITY CODE OF CONSTITUENCY WITHIN STANDARD REGION

1 2 etc.

IDENTITY CODE OF POLLING DISTRICT WITHIN CONSTITUENCY

P. D. from upper stratum P. D from lower stratum

PolliQg Districts are stratified by "J" index value of wards and divided into two strata. (a) Upper - the half of the warcls with the highest

UJ" index values (b) lower - the half of the wards with the lowest

IIJ" index values

TOWN SIZE

Greater London Other major conurbations· Other urban Other rural

• Including the South Wales Conurbation

PERCENTAGE OF CONSE~VATI~E: TO LABOUR VOTES IN THE CONSTITUENCY

1% 217% etc

QUARTERS 16-31

Col. Pos.

7. 1. 2 3 4 5 6 ~

:7 8 9 o X Y

8/9 0/1

10.

11.

0/2 etc

1. 2 3 4

12/13/14.001 217 1\etc.

PERCENTAGE OF JURORS TO ELECTORATE IN THE WARD IN WHICH THE POLLING DISTRICT liES ("J" INDEX)

None or less than 0.5% 1% 2% etc Scottish Constituences

) ENGLAND AND ) WALES ONLY )

Not I isted (Ward changed since J indices calculated) - England and Wales only

DAY OF WEEK OF INTERVIEW

Monday Tuesday Wednesday Thursday Friday Saturday

DAY OF MONTH OF INTERVIEW

lst 2nd etc

MONTH OF INTERVIEW

January February March April May June July AU9ust September October November December

QUARTERS 16-31

Col. Pos.

15/16. --OJ OT. 02. elc XX

YY

17. 1 . 2. 3. 4. 5. 6.

18/19. 01.' 02. etc

20. 1. 2. 3. 4. 5. 6 .. 7. 8. 2. O. X. Y.

•

BOOKLET USED FOR INTERVIEW

1 2 3 4 5 6 7 8 9 o Xl X2 X3 X4 X5 X6

SEX AND HOUSEHOLD STATUS OF INFORMANT HEAD OF HOUSEHOLD

Male Informant is H.O.H. is NOT H.O.H.

Female Informont is H.O.H. is NOT H.O.H.

HOUSEWIFE Male Informant is H/W is NOT H/W

• Shares duties equally - All '. . "~MRB" H/W ON L Y

Female Informant is H/W (I.P.A. Housewives) is NOT H/W

• Shares duties equally ~ All "BMRB" H/W ONLY

• All informants who share duties equally are coded Males = X Females = 3/5. Those who share the duties equally and who are housewives according to the "BMRB" definition are also coded Y or 6 according to sex. Housewives for the purposes of the I.P,A. National Readership surveys are ONLY those femal eS coded 3 on column 22

QUAR~ 16-31 .

Col. Pos.

21 . 1 . 2. 3. 4. 5. 6. 7. 8. 9. O. Xl X2· X3 X4 X5 X6

22. 1. 2.

7. 8.

9. O. x.. y.

· .'

iNTERVIEWER'S CODE NUMBER

001 etc.

ClASSIFICATION OF INFORMANT AND HOUSEHOLD

Elector Non -elector Institution Ord i nary househo I d

EMPLOYMENT STATUS OF PERSON ON WHOM SOCIAL GRADE IS BASED

Self-employed with employees Self-employed without employees Managers Foreman!Superv isors Other employees

MARITAL STATUS OF INFORMANT

Married S ingle/Widowed/Divorced Not stated

AGE OF INFORMANT Exact Age 16 etc. Refused/Nor stated Estimated"

~ coaed in addition to age

Age Groups 16-24 25-34 35-44 45-54 55-64 65 and over Estimated

, 16-25 Col. Pos. 30. 1

2 3 , 4

5 X

QUARTERS 16-31

Col. Pos.

23/24/25. 001 etc.

·}6-25 only 'Col. "os.

26. 1. 2. 5. 6.

26-31 Col. Pos.

26. 1. 2. 3. 4 .• 5.

16-31 Col. Pos.

27. X Y O.

28/29. 16 etc. YY -X

26-31 Col. Pos. 30. 1

2 3 4 5 6

QUARTERS 16-25 26-31

AGE WHEN FULL-TIME Col. Pos. Col. Pos. EDUCATION FINISHED

r 15 or under 30. 6. 30. 7. ')

16-1B 7. B. 19-23 B. 9. 24 or over 9. O. Still at school or college O. X. Not stated Y. Y.

16-31

COMPOSITION OF HOUSEHOLD Col. Pos. ADULTS 16+

1 31. 1. 2 etc 2. 10 X. 11 or mQre Y. Not stated O.

CHILDREN 5-15

32. 1. 2 etc 2. 10 X. 11 or more Y. Not stated O .

• INFANTS UNDER 5

33. 1. 2 etc 2. 10 X. 11 or more Y. Not stated O.

TOTAL NUMBER OF PERSONS IN H/H

1 34. 1. 2 etc 2. 10 X. 11 Y. Not stated O.

TYPE OF HOUSEHOlD

Adults only Adults and children Adults and infants Adults, infants and children Household composition not stated

NUMBER IN H/H WITH FULL-TIME JOBS ~te Households

2 etc 9 or more

Inst itutlons

All Households

2 etc 9 or more Not .tated

Adults = 16+ Children = 5-15 yrs Infanh = under 5 yrs.

16-25

Col. Po,.

36. 1. 2. 9. X.

Y

Fu II-t ime = 30 hours per week or more

SOCIAL GRADE OF HOUSEHOlD

A B C1 C2 D E

INFORMANT OCCUPIED OR NOT

Occupied full-time Retired Unoccupied Occupied port-time

. . '.

QUARTERS 16-31

Col. Pos.

35. 1. 2. 3. 4. O.

26-31

36.

1 2 9 Y

16-31

Col. Po •.

37. 1 2. 3. 4. 5. 6.

;'6 , .-

c. 0: , y

38. 1. 2. i , 3. 4 .

\ (\

INCOME OF PERSON GRADED rexperimental purposes on Iy)

Up to £250 p.a. £250 - £350 £350 - £450 £450 - £550 £550 - £650 £650 - £750

£750 - £850 £850 - £950 £950 -£1,200 £1,200 - £1 ,450 £1,450 - £1 ,700 £ 1,700 - £ 1,950 Over £1 ,950 OK/Refused/Estimated (coded in addition

to income group)

DAILY MORNING NEWSPAPERS LOOKED AT YESTERDAY

News Chronicle Doily Express Doily Mirror Do ily Sketch Doily Mail Doily Mail and News Chronicle Doily Herald The Times Daily Telegraph The Guardian Doily Record (Scotland only) Financial Ti .. "nes

(1)

(1) (1)

(2) (3)

QUARTERS 18-31

Col. Pos.

37. 7. 0

8. I

9 -. '

o. " X.c, Y.'

38. 5. ' 6. -', 7. \ 8.' 9.-

0'1 K' X" '

Y.

c"l. P " col. Pos. lD,QUAR>TERS"1

39. 1. 5fl 2. 1.0:3. ~ 14.

&Z 5. , , 5. bJ 6. b 1f'7. 658. (, '" O. 67X. fdY.

16-19 (18.10.60) 16-31 16-31 16-31 16-19 (18.10.60) 19 (18.10.60)-31 16-31 16-31 16-31 16-31 18 (4. 7.(0)-31 20 (1. 1.61)-31

(1) NEWS CHRON ICLEwas incorporated in DAILY MAIL with effect from issue dated 18th October 1960

(2) DAILY RECORD was included in the survey from-4th July 1960.

(3) FINANCIAL TIMES was included in the survey from Jonuary 1961.

EVENING NEWSPAPERS LOOKED AT YESTERDAY

Evening Standard Evening News Evening News and Star Stor

(4) (4) (4)

40.'''1. 2.

) I 2. 3.

16-31 16-19 (18.10.60) 19 (18.10.60)-31 16-19 (18.10.60)

(4)THE STAR was incorporated in THE EVENING NEWS with effect from the issue dated 18th October 1960.

,--,1 , I , ',-

" - , )

SUNDAY NEWSPAPERS LOOKED AT WITHIN LAST 7 DAYS Col. Pas. QUARTERS --

Sc;~day Telegraph (5) 40.7Z 4. 20 (6. 2.61) -31 News of the World (6) 41. II. 16-19 (23.10.60) News of the World & Empire News (6) 'I. 19 (23.10.60)-31 Empire News & Sunday Chronicle (6) 2. 16-19 (23.10.60) Sunday Times ~ 3. 16-31 Sunday Express (7) 4. 16-21 (18. 6.61) Sunday Express & Sunday Dispatch (7) , 4. 21 (18. 6.61)-31 Sunday Pictorial (8) 15 . 16-29 (7. 4.63) Sunday Mirror (8) .. , 5. 29 (7. 4.63) -31 Sunday Graph ic (9) 6. 16-19 (4.12.60) Observer S 7. 16-31 People " 8. 16-31 Sunday Dispatch (7) 9. 16-21 (18. 6.61) Reynolds News (10) "] O. 16-26 (23. 9.62) Sunday Citizen & Reynolds News (10) - O. 26 (23. 9.62)-31 Glasgow Sunday Post 'S X. 16-31 Glasgow Sunday Mail "I Y .. 16-31

(5) SUNDAY TELEGRAPH commenced publication in February 1961.

(6) EMPIRE NEWS was incorparated in NEWS OF THE WORLD with effect from the i.sue dated 23rd October 1960.

(7) SUNDAY DISPATCH was incorparated in SUNDAY EXPRESS with effect from the issue dated 18th June 1961.

(8) SUNDAY PICTORIAL was redesigned and title changed to SUNDAY MIRROR with effect from the issue dated 7th April 1963.

(9) SUNDAY GRAPHIC ceased publication with effect from the issue' dated 4th December 1960.

(10) REYNOLDS NEWS was redesigned and title changed to SUNDAY CITIZEN AN D REYNOLDS NEWS with effect from the issue dated 23rd September 1962.

GENERAL WEEKLY MAGAZINES lOOKED AT WITHIN LAST 7 DAYS Col. Pas. gUARTERS

Punch 42. II 1. 16-31 Reveille 1<' 3. 16-31 Today The New John Bull I;; 4. 16-31 Universe 'I>- 5. 16-31 Christian Herald , ., 8. 16-31 Tit-Bits I b X 16-31 Weekly News/G. Weekly News

in Scotland IlY 16-31 T. V. Times I " 9. 16-31 T. V. Guide (Scotland only) (11 ) 2. 16-25 (5. 5.62) The Viewer (Scotland only) (11 ) 11 O. 25 (5. 5.62)-31 Television Weekly (S. Western

and Wales only) zo 2. 16-31 look Westward (S. Western only) (12) :> \ 6. 22 (1. 7.61)-31 The Viewer (Northern only) 2. 16-25 The Viewer (Northern on Iy) ;:>~ 7. 26-31 listener 43. ·:;'3 1. 16-31 Weekend Q 4-2. 16-31 Parade and BI ighty (13) 3 16-19 (3.12.60) Parade (13) ~5 3. 19 (3.12.60)-31 Radio Times :2 l. 4. 16-31 Top Spot (14) 5. 16 (12. 1.60) Picturegoer (15) 6. 16-17 (28. 4.60) Picture Show (16) 7. 16-19 (31.12.60) Weekly Post (17) X. 19

(11) Title changed from T. V. GUIDE to THE VIEWER with effect from issue dated 5.5.62.

(12) lOOK WESTWARD added to survey from beginning of July, 1961.

(13) PARADE AND BliGHTY changed its title to PARADE with effect from the issue dated 3.12.60.

(14)" TOP SPOT was incorporated in FILM FUN with effect from the issue dated 12.1.60. FILM FUN is not included in the survey.

(15) PICTURfGOER was irlcorporated in DATE with effect from the issue dated 28.4.61'>.

(16) PICTURE SHOW ceased publication with effect from the issue dated 31st December 1960.

(17) WEEKLY POST was included in the survey as from 1.10.60 and ceased publ ication as from 1.1 .61 .

WOMENS WEEKLY MAGAZINES LOOKED AT WITHIN LAST 7 DAYS

Woman's Day Woman's Realm Roxy Bliss Secrets Date

Family Star Marilyn Woman's Mirror Woman Woman's Companion Woman's Weekly Silver Star Silver Star and Lucky Star

Woman's Own Woman's Illustrated Red Star Red Letter People's Friend lucky Star Mirabelle Mirabelle and Marty Valentine Valentine and Roxy My Weekly Weekly Welcome My Weekly and Welcome

___ ~oyfriend Romeo Marty

(18)

(19) (20)

(21 )

(22)

(23) (23)

(24)

(23) (25) (25) (19) (19) (26) (26) (26)

(23) (25)

~Pos.

43. 8. VI. 9. <'90.

44. 2. 1-..03 .

4.

"3\ 5. 5<6. ~>7.

34-8. 9.

~;; O. X. X.

~"'Y. 45. 1.

.1,3. 'l'4.

1>"1>5. 6. 8.

4"11. 4c 19.

9. 4~-0.

Y. O.

'1'37. 41f,-X.

48.4 50.

QUARTERS

16-22 (9. 9.61) 16-31 16-30 (21. 9.63) 21 (24. 6.61) 16-31 17 (20. 4.60)-20

(28. 1.61) 16-31 16-31 16-31 16-31 16-20 (25. 3.61) 16-31 16 (16. 1.60) 16 (16. 1.60)-19

(29.10.60) 16-31 16-22 (9. 9.61) 16-31 16-31 16-31 16 (16. 1.60) 1,6-28 (2. 3.63) 28. (2. 3.63)-3l 16-30 (21. 9.63) 30 (21. 9.63)-31 16 (9. 2.60) 16 (9. 2.60) 16 (9. 2.60)-31 16-31 16-31 16 (18. 1.60)-28

( 2. 3.63)

(18) WOMANs DAY was incorporated in WOMAN'S OWN with effect from the issue dated 9th September 1961 .

(19) ROXY was incorparated, into VALENTINE with effect from the issue dated 21 .9.63.

(20) BLISS was included on the survey from the beginning of quarter 21 and waS incorporated into BOYFRIE~D with effect from the issue dated 24.6.61.

(21) DATE was Included on the survey from 20.4.60 and C.'OISed publication on 28.1.61.

(22) WOMAN'S COMPANION was incorporated into WOMAN'S WEEKLY with effect from the issue doted 25.3.61

(23) LUCKY STAR was incorporated into SILVER STAR with effect from the issued dated 16.1.60. SILVER STAR and LUCKY STAR was incorporated into MARTY with effect from the issue dated 29.10.60.

(24) WOMAN'S ILLUSTRATEDwa$ incarparated into WOMAN with effect from the issue dated 9.9.61 .

(25) MARTY was incorparated into MIRABELLE with effect from the issue dated 2.3.63.

(26) WEEKLY WELCOME was incorparated into MY WEEKLY and the title changed to MY WEEKLY AND WELCOME with effect from the issue dated 9.2.60.

GENERAL MONTHLY MAGAZINES LOOKED AT WITHIN LAST 4 WEEKS

lilliput (27) Practical Householder Argosy Reader's Digest Ideal Home House Beautiful Homes and Gardens Wide World Men Only Photoplay Practical Motorist Do it yourself Homemaker Car Mechan ics

(28)

Col. Pos. --46. 1.

"'72. /flO 3. 1j.<J 4. b o 5. s·, 6. 5'2..7.

6"~ 8. S L;-9. 6"; O.

S '" X. ''7 Y.

48.$'68. 6"1X.

QUARTERS

16-18 (August 60) 16-31 16-31 16-31 16-31 16-31 16-31 (Nov. 63) 16-31 16-31 16-31 16-31 16-:31 16-31 16-31

(27) L1LLlPUT was incorparated into MEN ON LY with effect from the issue dated August 1960.

(28) HOME was incorparated into HOMES AND GARDENS with effect from the issue dated November 1963. (Home was a woman's

_monthly publication) ..

WOMENS MONTHLY MAGAZINES LOOKED AT WITHIN LAST 4 WEEKS ~. Pos. QUARTERS

Woman and Beauty 47. 1£,11 1 • 16-.31 Vogue 6z2. 16-.31 My Home b33. 16-.31 True Romances '10 4. 16-.31 Modern Woman r. 5. 16-.31 She Co 6. 16-.31 Good Housekeeping (., 7. 16-.31 Home (30) b 8. 16-.31 (Nov.63) Van ity Fair b 9. 16-.31 True Magazine: ..., O. 16-.31 Woman ond Home 71 X. 16-.31 Wife and Home (29) Y. 16 (Feb. 1960) True Story 48.'7Z 1. 16-.31 Woman's Journal '"73. 16-.31 Everywoman '"l 4 . 16-.31 Housewife ..., 5. 16-.31 Woman's Story (31) 76. 20 (Jan. 61 )-.31 Sinc;erely (34) 7. 16-22 (Aug.61) Flair (32) ;79. 19 (Oct.60)-.31 Honey (33) '1''tf . 16 (Mar. 60)-.31

(29) WIFE AND HOME wos incorporated into MY HOME with effect from February 1960.

(30) HOME was incorporated into HOMES AND GARDENS with effect from November 1963.

(31) WOMAN'S STORY was added to the survey as from the beginning of 1961.

(32) FLAIR was added to the survey as from October 1960.

(33) HONEY was added ta the survey as fram March 1960.

(34) SINCERELY was incorporated into TRUE MAGAZINE with effect from the issue dated August 1961.

QUARTERS 16-.31

HOW OFTEN CINEMA VISITED THESE DAYS Col. Pos.

Twice a week or more often 49. 1. Once a week 2. Once a fortn ight 3. Once a month 4. Less often 5. N ever go these days O.

NUMBER OF TIMES CINEMA VISITED IN LAST WEEK

Once 50. 1. Twice 2. Three times 3. etc. etc None O. Not stated Y.

TELEVISION SET AT HOME

No television 51. O. Not stated X.

WHAT STATIONS RECEIVED

B.B.C. only 51. 1. B .B.C. arid I. T. V. 2. Not stated Y.

HOW OFTEN TELEVISION WATCHED THESE DAYS

B.B.C. 5 or more days a week 52. 1. 3 or 4 days a week 2. Once or twice a week 3. Less often 4. Never view these days 5,

I.T.V. 5 or ~ore days a week 6. 3 or 4 days a week 7. Once or twice a week B. Less often 9. Never view these days O.

QUART~RS

16-31

STATION VI~W~D Y~ST~RDAY Col. ~ Neither 53, O. , B.B.C. 1. j I.T V. 2. Not stated Y.

STATION VIEWED ON SATURDAY 28-31 (Monday Interv iews only)

Neither 53. 3. ""F') \

B.B.C. 4. ,Ii (/ i il t: -,.

loT. V 5. ~/ Not stated X.

HOW LONG B.B.C. VIEW~D YESTERDAY

Up to and inc luding ~ hour 54. Y. Over ~ hour and up to I~ hours X. Over 1 ~ hours and up to 2~ hours O. ! '_or Over 2i hours and up to 3~ hours 1. Over 3~ hours and up to 4~ hours 2. Over 4! hours 3.

HOW LONG B.B.C. VIEWED ON SATURDAY (Monday Interviews only)

Up to and including ~ hour 4. Over ~ hour and up to I! hours 5. Over 1 ~ hours and up to 2~ hours 6. Over 2! hours and up to 3! hours 7. Over 3! hours and up to 4~ hours 8. Over 4! hours 9.

HOW LONG I.T.V. VIEWED YESTERDAY

Up to and including! hour 55. Y. Over! hour and up to I! hours X. Over I! hours and up to 2! hours O. Over 2~ hours and up to 3~ hours 1. Over 3i hours and up to 4! hours 2. Over 4i hours 3.

HOW LONG I. T. V. VIEWED ON SATURDAY (Monday Interviews only)

Up to and including ~ hour 4. Over! hour and up to I! hours 5 Over I! hours and up to 2! hours 6., Over 2! hours and up to 3~ hours 7. L./ Over 3! hours and up to 4! hours 8. Over 4~ hours 9.

QUARTERS

lHL 28-31

HOW OFTEN RADIO LUXEMBOURG Col. Pos. Col. Pos. LISTENED TO THESE DAYS

5 or more days a week 53. 4. 56. 1. 3 or 4 days a week 5. 2. Once or twice a week 6. 3. Less often 7. 4. Never I isten these days 8. 5.

NUMBER OF TIMES RADIO LUXEMBOURG LISTENED TO IN LAST WEEK

Once 54. l. Twice 2. etC. etc. ,; None o. Not stated Y.

RADIO LUXEMBOURG LISTENED TO YESTERDAY

Yes :- 57. 6. \ I No 7. V

Not stated X /

RADIO LUXEMBOURG LISTENED TO ON SATURDAY W,ondaylnterv·iews only)

Yes 57. 8. No 9. Nat stated Y

HOW LONG RADIO LUXEMBOURG LISTENED TO YESTERDAY

Up to and including ~ hour 58. Y. Over ~ hour and up to 1 hour X. Over 1 hour and up to 1! hours o. . !

/ Over H hours and up to 2 hours l. Over 2 hours and up to 2! hours 2. Over 2! hours 3.

RADIO LUXEMBOURG LISTENED TO ON SATURDAY (Monday Interviews only)

Up to and inc.luding ! hour 58. 4. Over! hour and up to I hour 5. Over 1 hour and up to H hours 6. Over 1! hours and up to 2 hours 7. Over 2 hours and up to 2~ hours 8. Over 2! hours 9.

QUARTERS 16-27 28-31

WASHING MACHINE AT HOME Col. Pas. Col. Pas.

Yes 55. 2. Not stated Y.

CAR AT HOME

Yes 56. 1. 59. 3. No O. Not stated Y.

IF YES - DOES INFORMANT BUY MOST OF THE PETROL

Yes 56. 2. 59. 4· No 3. Not stated X

YEAR OF CAR

1957 57/58. 5.7 1939 etc. 3.9 etc Pre-War (no further information given) X.X Not stated Y.Y

USE OF CAR

Business only 59. O. Bus i ness and PI easu re X. Pleasure only Y. Not stated 9.

LAWN MOWER AT HOME

Yes 59. 1.

REFRIGERATOR AT HOME

Yes 59. 2.

MOTOR CYCLE OR MOTOR SCOOTER (Owned by informant)

Yes 59. 5.

ANY PHOTOGRAPHS TAKEN IN LAST YEAR BY INFORMANT

Yes 59. 6. )

IF YES BLACK AND WHITE OR COLOUR

Black and White only Colour only Both

OWNERSHIP OF HOUSE

Rent Own (or are buy ing) Live rent free Institution Not stated

SMOKING HABITS

Cigarettes only Pipe only Cigarettes and pipe Neither Not stated

HOW OFTEN BEER, SPIRITS WINE DRUNK

Beer g once a week or more often Beer, I eSS often Spirits, once a week or more often Spirits, less often Wine, once a week or more often Wine, less often If ~ not stated (Beer, Spirits or Wine) Beer, never Spirits, neyer Wineg never

COSMETICS USED IN LAST 7 DAYS

Lipstick Facepawder Nail Varnish Cleansing preparations Rouge Liquid foundations Mascara Eye make-up Eye shadow Hair colourants None of the above Not stated Cosmetic users*

QUARTERS 16-27 28-31

Col. Pos.

16-27 Col. Pos.

62.

63 .

1. 2: 3. 4. 5.

6

7

8 Y 9.

Col. Pos.

59. 7. 8. 9.

16-31 C;J:Pos. ~-1-.

61.

61.

62.

2. 3. 4. Y.

1. 2. 3. 4. Y.

5. 6. 7. B.. 9. O. X·= 9. O. X.

28-31 C;J:Pos. --62. 1.

2. 3. 4.

5

6

7 8 Y

63." 9.

r;>'

• Cosmetic users. Those coded on one or more of the positions Col 62.,Pos 3,4,5,6,7.

HOME DECORATING IN LAST 12 MONTHS

YeS No Not stoted

No Doily Newspaper looked at "yesterday" No Sunday Newspaper looked at in last 7 days No General Weekly magazine looked at in

last 7 days No Woman's Weekly'magazine looked at in

last 7 days No General Monthly magazine looked at in

last 4 weeks No Woman's Monthly mQgazine looked at in

last 4 weeks Age x Sex x Region Weighted cards Non-elector weighted cards

HOLIDAY AWAY FROM HOM!; THIS YEAR·

Yes No Not stated

QUARTERS 16-31

~.

63.

64.

64.

Pos.

X. Y." O.

1. 2.

3.

4.

5.

6. 8. X

9. O. Y.

• This question was only asked about in quarters 19,27 and 31, and a/so during the months of November and December in quarter 23.

PETS AT HOME

One dog Two dogs Three or more dogs One cat Two cats Three-"o·r more cats

One cage bird T we cage birds Three or more cage birds Not stated - dogs Not stated - cat. Not stated - cage birds

16-27 Col. Pos.

65. 1. 2. 3. 4. 5, 6. 7. 8. 9. O. X. Y.

• !

OCCUPATION OF INFORMANT (If not H.O.H .. )

Not stated See special code list

OCCUPATION OF INFORMANT Registrar General's 1961 Occupation C09F:

No occupation/private means Information refused Retired - coded in addition to 3 -fis\!re ''1;ode of previous occupation Informant is person graded

OCCUPATION OF HEAD OF HOUSEHOLD Registrar General's 1961 Occupation Cade

Not stated Retired - coded in addition to 3 -fig'lre

cade at previous occupation

OCCUPATION OF PERSON GRADED Registrar General's 1961 Occupation Cpde.

No occupation/private means Infonnation refused Person graded not members of informant's household Retired - coded in addition to 3 -figure code of •

previous occupation Person graded is deceased

QUARTERS 16-25

66/67

26~1

Col. Pos.

66/67/68 4.0.0. 5.0.Q." '" - -.y ..

X --

16-25

Col. Pos.

70/71/72 I,

-~'f !:ha'YS.'f'b·t\,

?2cl! Col. Pos.

70/71/72 4.0.0. 5.0.0. - ..;·X

- ..;<r y.- -

16-25 26..:11

COMPOSITION OF HOUSEHOLD ~. ADULlfS AGED 21+

~ Col. ~

1 68. 1. 73,. 1. 11-2 2. 2. etc. etc. etc.

10 x. iX. 11 or more Y. Y. Not stated 0, O.

INFANTS AGED UNDER TWO

1 2 10 11 or more Not stated

NUMBER OF RESIDENTS AGED 16 + AT INSTITUTION '.'

QUARTERS ~ 26-31

Co/. ~ Col. Pos.

69. 1. 69. 1. 2. c 2. X. X. Y. Y. O. O.

1 73/74/75 --1 74/75 -1 2 10 100 200 300 400 or over Not stated Over punched if figure estimated

NUMBER OF ELECTORS IN PRIVATE HOUSEHOLD

2 etc 10 or more Estimated

NUMBER OF NON -ELECTORS IN PRIVATE HOUSEHOLD

2 etc. 10 or more Not stated Estimated

EXPE~'M~NTAL SOCIAL GRADE

A B Cl C2 D E

--2 -2 -10 10 100 00 200 XO 300 YO 400 Y9/'(. --X -X ·--Y -Y

!2..:5!!.. Col. Pos.

76. 1. 2. etc o Y.

77. 1. 2. etc O. -X. Y.

QUARTERS 16-25 26-31 - -~. Pos. Col. Pos.

78. 1. 2. 3. 4. 5. 6.

QUARTERS 16-25 26-31

NUMBER OF CALLS Col. Pos. ££!.. Pos. ;~

1 79. 1. cSJ 2 2. 0' 3 3. 4 etc. 4 etc Not stated Y

JOB NUM8ER 78/79/80 4.2.4 80. 672

l \

~. 0.: /l-l)Olrl .,~~.!; Pl!!}l K ,\ l' :::;.;.;;:; iN BOOKLST

fi.:>NE G(l;:-:G 1'0 Q •• '.

,. I wpro! yt:u to go throuch thit booldet' with 1':"', III,d lI·n '""", {or ("OIeh paper, vthdher you hapl'l'U to ha\'~ looked lit any ('OF)' vf it in tho pl.U three Jlumth., it doelR't matter ...... e.,l:.

-W F.XYLAIN: 'lool,,~d /lot'. 'any cOPY'. 'pal. 3 month.' (i. e. ""\nee ••••••• ,,). ~doean'f matter where',

'Tr.R I,LL PUBLiCATIONS HAVr BEEN DEALT 'WITH II:'Ek <J.T. 1\5):( O. 2: FOR EACH PUBLICAT''J~~.~~

iN pA."ir ) MONTHS' (Coo. A). TAKE GROUPS IN m-: CRDER /IS IN THE FiOOKl.1r.T. ---- , '

,. When wu the t .... t lime yO\l looke4 lit .. I:opy oC ........................... ?

SR1:CiARD ANY READiNG ON THE' DAY OF IN'TEIWIEW:

tr.e a.nlwer IB 'to-d .. y' Io"k:

When did yOl.l Ja.t look M a cOpY. tlprt (,-tlm

IO_day'1' '

-- .~'d'" I / DAlJ~Y MOlUHNG II EVENING NEWSPAPERS

--p. J (in la. 0.1. (lfCode o\)

3 mo~LM) W~ .. n la,t 10{l~d a,:

PUllLICATION Da, 'Ye.lllrdO-f """k

N., hndude

,.d '00. fare Saturday ,.d e.t -.. Ill' Monda!,

a< nlily lntll!'t"v{e ..... )

l:..?!.f91QNS -1. _I' .• w. CI·ronldo IcDI.,. OWlI" A B C , J~LI) l"ple" - A » C , D­o.

';.I.,. Mirror .Iy Sketch

,\

• B C , • C •

ity MI.U Uy H~nld '" "" T 'I., ;"iml"

u il., Tl"lltlrAph

hil!" G\,Iard~n

l7'l~Ii" SOTiIU: l;MI. .J J.~ .'; 1", ,,/.In S..QJl!!::!!!!!:! .... .! . : ,

~~!iNS ONLY 'O, " .... , S1'lndard "~,,.t\& Nil ....

I_~-~~."

A B C , A D C • • B C , A • C • A • C 0

~.

A • C , A • C , .. B C ,

FT r- /' SUNDAy NEWSPAPERS ,..-p. I (In I .. Q.Z (II Cod. A)

3 "'''''th.) WhlJR l.at looked

~UB1.1CA;'lON at:

- t-aok No. Over! ., look~ 7 I Within the

•• . , day. 'la.t 7 day • -..... - .. ..:. . ~ .!: ... ·:t) ... S !!..

.. , ... ·"'7.~-;'0'1'1~ . .. \' '.h ~ ...... Sun. Chl'OII

A B C, , A B C ,

-'.'./1'_. ., ...... r·"".a • D C ,

• • C • ".,,' ... , 1t"'T~"1 .~ .... ";,·· ...... ic A B C , .,.r" ... -. A B C •

" A • C , '" '~'.

A B C • . , ." .. '''' "' ....... • • C • .. , ........ '.,. ..... A • C •

' ... h'·."6. ". , A • C X ., - .. • C - .. , y !."

I Oruer: t ,'1170

r-:-,:~·-T "-...

i ,-- - ... _ .. , .. . .. -'.--

./ WEEKLY MAGA1.UU.'S , /' MONTHLY MAGAZINES i

1a·'(I~';' 10·, HI,,:

h" (m "" I"; ~~;:',~:i A) A; month. ) .tIeu la.' \I)".' 't~,

look .. 4 .... : lo:"~erl ....

PUBLICATlON PUBI.lCATlON

L.ok· ~~~I, I::;' I'E

f-,., I,:.~, Ov_ "i' C',' •

ad a~ , I

" I";' : ., ad \ a' •• wk.

a< I ~i. ~d" . .. I;.;" "~'I 1£. Wi

PInch A • C , LnHpllt A B C , , Reveille A B C , P",ctlcal A B C l

I To~!ay - A B C • ArlOl, A B C , Ttle Ne'lll JON' Bull I

UniveJ"e A • C , Reader'u D!.s,nt A B C • Chri"'tiall Her~ld • • C C Ideal Home A B C • TV T;tnel A B C , llou.o 2.,a'\l.tl£ .. 1 A B C • TVQuJ~~/T" Wettkly/ Home~ • Garden. A D C ,

The Viewer A B C , Wide ,VOILl. A • "' •

Tlt--Eh. A B C X

Villi!. OIIoly A D C ,-",

~.e(' ... It;~~ Newa Photoplay A » C •

lu Scotl.nd) A » C y A

I:!!; Pr.cUcet Motori5t • C X

Do it Touraelf A • C Y

Lilte"e" • B C Ii!.' Weeken!! A B C ,

H ..... ,uun.ker A B C • Pnade • Bl1&:hlT A • C , CiaI' Mec:h.llt~. A B C , Radw Time. • B C •

I PiC::lIIl'"er<:lf'J' A • C •

~ lie. ! Picture Show A B C ,

, I Wo","" • ;)~al!ty • n' c' VOlUe A • "

, My Home"

Wf(e Ik }'lome " • C ,

~@"-True Romro.nc:ell A D C , MocIeS'a. 'Yfom>1a. A ~ C ,

Wm-l"·," P"y Sha • & " " A B C • Woman''II Ro:alm A B C • ftOK),

Good Hovukl'cllinK A " C 1 A B C

~: I .. ",,· Hom..: • • C •

A B C Date).. V .... ky Fab A » C ,

• fl C , F .. mlly SU,r -' B C , Tru. Mal.",\n. A n C • I M .. n,. A D C • WOIn.1I a. }lom(: " D C <

Mll'l"or A- D C , Iw.m .. A B C • I~;

C.nnpanlon A • C' Trlle Story • B C • Wee.-ly A D c..l • Woman'. Journal A B C ,

ISHm , -J-.u~-k;_ Sta.S' • B C X Everywoman A » C •

• B C

,~ HOIl.ewife , • • C ,

muatrated A " C Sincerely A • C 'h.,

IRed St.r A D C , HOlleY • B C ~

IRo:d Letter A • C , A B C ,

Mirab .. n. A B C • Valentine A B' C • ~ My Weekly

&. Wel<,ome A B C • Boyhhlnd A B C , Romeo A B C

~ Ma:rtr ,. B C

i

" H'QW ohell the Ie day. de. you go to tbe cinema?

T .... ice a·week or more olten Once a w<I\'ek

Once a fortlli.f;ht OliCO a month

Le •• often

.!!..

lZ.

z 3 t

•

Vo yOIl 0 ... your fafro:!:y re:l.t or own the place you live in?

Priva.te Hou.e· hold. only

lnltituUem •.•

[R~'t Ovm (or are buyms)

Live reDt fre,.

Never So tho.o day. o Ill. ,Do you Imoke? CiRarette. Ql'Ilv Pipe Oftly

t. How many tUn1ll1 have you beeD ill the t....t week?

.!!. Cil" arid pipe Neither

5{.)o Do you have a televi.1.on .et at home yet 1

Y •• Ala. How often do you bave a driDlc of:

IF 'YES' (b). Can you ,et both the Bo B. C.

and lbe IlI.depeDdent TV llation em it. or not?

ASK ALL

No

BBC only BBC • ITV

.!!.. 0

z

r.-HoW oCteD theu days do you _tcb BBC televil1oll? ••• aDd wbat a1:.OI1t Indepeadent TV?

!.!£. 50'1' more day. a week 5Z,l 3 or 4 d&y •• week - Z

Otieo or twi.ce .. week 3 Le .. of tell 4

Never vie ... {!le.e day. 5

7.

••

Did you v.w eit,",r .tatian ye.ter.),1

Neither

aBC lTV (rUlS Z code. if fteee"&.I'Y)

Aboltt bow often theee ~y' do you lilten to Radio LWII'embolira 1

5 or more cia,. a week l or 4. day. a week

On.ce or hric:e • _elr. . Le .. ottell

Never liltell tbeae d& y.

9. How many time. have you li.tofted to Radio Luxembo\.r, In th. 1.ut _ek?

10. Do you bave • _.bln, . machine .. t bome 1

y" No

l1(a). Do you haVe a car at home? Yu

~'

(0). Are you tbe pero\cm who buy. moet oC th. petrol?

(c). Ye.i:.r of ear1

('). II tbe car lI.ed for: I BU$mUII Only?

No

Y •• No

2\ume •• an.d ple.I!!l"e?

(P"R) Plealure only?

L NOTF$ ,:t"', _____ _

19

.!!Y

• 7

• • o

!!. 0

I Z

15'4

t

• • 7

•

S5. Z -A

.!!. o

" , ~/.?!

59. 0 - Xi

y

oace a. week or more o(tel\

Leu often

Never

.!!!!.! !!.. S

• !!. 9

Spirit. ?

7

• 0

ASK ALL. WO'-A"E"N

IS. Which t)f the follo .... ing have you uled in tbe la.c 7 U.,.' INole: CleanaUl, Preparuicma in­clude dealllin, c ... eArn/mi.lk/lotion. OI1ly: NOT cold crean»--

ASK ALL

LlplUek F"ce powder

Hall varailb CI •• D.in, pftpara.

tiOll.lI

Rouse M.I.&c:ar-a

Eye .ba.dow None cof th~ above

loCa).Have you iD. tbcil_t 1Z mO!lth. takeD part 1D iliDy pa1Dt:nS or decor;,tin, of ""y ~rt of your boule?

Y ..

No

17.

IF YES (b). What 1

Heve you Any DC the Collo­win, pet. at hortl:'!? st.te DUmber:

E3!

c ...

N_ I

Z 3 or more

N~.

I 7-) or mo ... e

CaS' Bircb None I

z 3 or mo:re

,0

t.l Q""" •• I'I!i !~

IQOn:UH;:noc:on

Se ... a.l No. InrOl"m;.n~ i.!: \ cof ii".form.nt

ITJ·.!. Elect('"j".';" 8" -60. J - Z ,

, I 4. ,I

61. I - Z

I I ,.

, i '" ~

~

9 c X

... I - Z

t

• • 7

•

ll. X

Y

A

!.~: 1 Z , a , , ,~ 1

C 7

• •

ii

, , Non-olectc.. l '. / . 1..i. ... ..,( )t .t

~. titution 3

R Con,. P.D. T.S.

• r ~ r' Sampli ....... A:toa Code: , elL J

IOFFICF USE ONLY !! r -r !1 r Con.ti.tIit!DCy:. .

poUma Ciatrict:

N&me of infOrlnAnt: Mr/Mr./Ml.I.

FUll Po.tal Addre .. :

Da.y of mtel'View: Mcmth o( intervioew: Monday .!.!. 1 Ja.nu&ry .!!_ 1 Tuelc!ay Z FebTl1.l.r)" . • Wednesday , March 3 Thuuday t AprU • Frida)' , M>y • Saturday • J_ •

JII\Y i AloIiu., •

I Septembf:1" 9 October •

OaT of m.onth: I l.!/19 . No ... emb$:t X Deeeft".ber y

Booldet uaed for iltt.ervie ..... : f Sez. a..ad hou'en.old IIt&WI Dl InfOl'n'\OI.D.t: Info:o-rmarrt .. Ii" F •

Md. male

Head of Roulehold ri lDfonnaa.t iI H. 01 H. 7 blforrna.at 1. !!2!. H. of if. • • Hovle ... ile

~!OJ'mlO.at ill 1I01ely/m.amly r"'poalihle 9 ,

Otber pe::-'OIJ; t. aoielY/m.e.mly rel$poDllible • • In(07mR"!).t IIoh;L~1 e uaU,. ... it;.: X 3/'

s..

Ar-

I !!f Z4/ZS !A« rvw.wer·1 N\IU\be .. : /

OiTICE rISE OULT r MArital Sta!u. M"rr1ed !l.X ot iD!orr.>::nt: S~b/\'!.-idc:we<i/dhoro:"ed Y

NNfiQNAL RE".\!::£R3HlP ~

Et_.:.~" 113 ("_~

Britiilh Market Reile_re\\ BUr .. :..;) l,tt. .• 1?, U~r Grosven.ol' Street. !.Or-.:~);, VI ,"

'.. .hae 01 lnformallt: 1 "'-'1 '1 F.~"ct ase: i

Aae croup: 16 - 14 ~. 1 2~ • 34 Z

:'5 - 4i 3 45. 64- 4

6s 0'1' ove:r 5

How old _.-. you 15 en- OD6er , when yOll filli.lbed 16 _ II 7 YOQr~.!.

., )9 - II • education? Z4 or over 9 StUl at Ie-boo! or t"olle e t)

Compo. itioa Numbeor of &4!.Utl 21+ fl!. rtf lfoulehold:

f--N~r of aQlts 1.6 ,:a~

Number of chUdre:a 5 - 15 f!l -

I(omber 0( lafal1t. Z - 4 ~

;..-Number '0£ ~te IIII.lier 2

ll, Tot.l (checll; with mrorm&llt) :

35 OFFICr USE ONLY r,;.

How many co! t.'1em '-ve fQll-ti:l":Mt job.? rl OCC"lJPATION AJ1D lNDUSTRY 07, I Hearl of HOiJlIe~old !nfonnant'ifoctH.ofH.!

•

.' , "

Social A ~. 1 Infol'~t UI oce\l,p~d: Crade: B Z Full-time l!. I

CI , . Pa .. t_titDe • ci' • ?etlred Z D , I V=.c'Ccuniuj , E , I

LeDati> of II:;tervie"\O'e=: Interview:

. :r.i. ..... \ Supe:rvilic.r: ---

~'l'.~<-~ •. ~I .

. '. '. .~

:,:1' "'-~;-t~ ··i_i·~."·

A

" A A

• A

• • • C • t • e • .C;

"~

• I, I ,

.~'::-;:~.

........ ~"".Mow ~ ",". .

A' • A •

A A • • • a • • A •

A

A ..

A

• Ii

• • • • •

t • c , c ~

C • -I: -. : ,e , ~.

e 1

• C' •

c •

c c c c

~

c

c c

c

c

• • • •

.....na' ......

. 'rI'-'

.... -!~\; ... <

.................. "" ..... ,~.

h"My"~ .

TtlM ...... ,.··

w ....... +. <'_:.i<~.·.·

.'V~"7 "j,

. "

, .

.'I'I'~'1D1X \A..c'f'.HE' SAMPLE . '-. ~,-

\ ~ b, sampling popolatioa \.

?rho sample is designOd to be representative of the '::: ~ of (lreat Britain aged 16 years or pver, excluding

UIoso living north of the Caledonian Canal On the basis "the moot recent information published by the Registrar 0eDcra1 at the time of publication, the survey population is estimated to hnve been approximately 38,300,000 at the ... d of June, 1960. .

The survey employs a three·stage probability sampling aethod. with stratification at the first and second stages. A brief description of eaeh stage of sampling follows.

fInt .... ,_~-# At the ftr8t stage of sampling, 160 parliamentary consti­

tlI=des wae selected after the following three stages of ~.". IdIm. All constituencies were first grouped by ... ' • Rqion; then, within each Standard Region, C4 +4"--',. in towns of 200.000 or more population wen aroaped M;:parately from other constituencies; finaI1y, -withia CIICh of the resulting groups, constituencies were IN1bd by the ratio of non-Labouf to Labour vote and 4IvicIed mto strata of approximately equal size. From each of the reauIti"8 strata two constituenCIes were selected with ~ proportionate to their electorates.

F4a- ..... II0111ples (each of 160 constituencies) are used itt tilt ... or a year, one in each quarter of the year, so

. -tIat a )IeIl"'s .fieldworkj,includes virtually all the consti-

. ___ ia the country.r.

s-.. .... ' pollliIg dlstricU\I WitIIiD each of the selected constituences two polling ~ are then selected. In England and Wales the irslitueney is first divided into two eqnal parts after the

wards hnve been ranked by "I-Index" (thelroportion of the electorate qnaliJied for jury-service) an one polling district is then selected, with probability proportionate to electorate, from each of the resulting strata. In Scotland, where the "J·lndexn is not available, the division of the constituency into the two strata in urban areas is done on the basis of the non-industrial rateable value per elector; in landward areas it is based on the electorate per acre. (The necessary informatiorris obtained from the Government Social Survey's publication, "Some Useful Data When Sampling tbe Population of England and Wales" by P. G. Gray, Elizabeth Parr aod R. M. Blnoden and a similar pUblication relating to Scotland by the first- and last-named authors.)

Each survey report, based on a ye;ars fieldwork, is thus based on interviews made in 160 X 4 X 2 = 1280 polling districts. Polling districts are not ~ited and a fresh sample of them is selected each yearrt

For each person selected the sampler records the fuU name and address and, in addition~ the full n::lmes of aU olher persons registered at the same address. (Tl:::e name of the selected person is rnar~ed ",ith un asterisk to distinguish it from the other names.)~ , .u "Electors"\,

SOn calling at aoy address the interviewer first estab];,hcs \whether or not the selectel1 person is living there. If ~O, she attempts to hrrerview that person, who thus become!' part of the sample of 'electors.' If the sclec!ed person has moved, no attempt is made to fOllo",him or her to the new address and no substitute is taken. "~

\ ,1: "Non-e1ectors'"1'l

I ~ In addition, and at every ad.dress on her list, t'he interviewer "lists any "non-electors" resldent there ~ho are members of the selected person's household-that 1S, any member.i of that household aged 16 or over whose names do not

~ stage: ioditiduaJs-f appear on the inter-,.iewer's copy of the .register foy that '" . . ., address. (Where the selected person n.as \noyea. the

, It was at the third stage of sampling that certain modifi- household concerned is the !cmainder of Ius or her fcrm~r cations to the existing procedur~ were m~d~ as from the hou~ehold. Where the \yhclc household has rnoved av~ay beginning of 1960. The follOWing descnption relates to with the selected persoc, it is the household now occupymg the revised procedures. . the same accommodation.)

For the purposes of the ~nal stage of sampling, the If there is only one "non-elector" in the household the pop~tio~ ,!hich. the survey anns to cover can be regarded interviewer proceeds to interview ~t ~crson .. If there are as being diVIded mto two groups:-. two or mo~""non-electors," the m.tervlewer lists theIr'. (on

~'electors," defined as persons named m the current a "contact sheet" to be returned for each nl~/~e"5s). SUi'11aroe \eJec1oral register ~ and ~til1 living at their registered first. followed by initials. She then numbers the~ (1, 2, 3 " .. )

rf,ddress when the mtervlewer calls; and in alphabetical order. She then refers to a [:ample table "non-electors,n all other persons aged 16 years and printed on the back of the "contact sheet" which gi~

'over; these include not only young people between for any serial number of the address on her samy.1e list the ages of 16 and 21, but also ~ple o~ the age (from I to 15) and for any number of "non-elcctors' JD tho of 21 ,,!,hose names hnve been entirely onntted from household (from 1 to "6 or more") which ?De to ,elect for the regIs.ter for any reas.on or who. have moved f.rom interview. The aim of this pr0cedure 1S to sej~t for

S' their regIstered address ~nce .the:: regISter was compiled. interview one "non-elector" at random from t.i.ose m th..:: I Within each selected pollmg dIStnct". a sample of nal?es household, where there a;e two or more.¥-is drawn from the current electoral regISter for that polling" district, by taking every nth name thro~out !he register, 'Weighting of ''non-eIectors-lf beginning at a randomly selected starting pomt between ' . ... • l"k 1 and n, where n is the sampling interval calculated to \ 5rbe sample of "non-electors which. res:Uthts hasbn~ili '. e yield the required number of names. the uelectO!s" sample, been selccte~ WI pro a tleS

53

-----.~'"---_-.'T __ .:~_"~ ....... __ ~_.~ ......... ".,. ... __.. ___ _..__,~_" "'~_..,..,.."~'"_~\~ ____ "''''''_''A __ ''

\

equal for all membeni of the sample and it therefore requires· persons on the interviewer's list are always included in the weighting. The relative probability of selection of any number of attempted intervi<ws, provided that they are ·'non--elector'· is, in fact, given by the fra.ction:- residents; if the numberofpersoris to be interviewed exceeds

f • . I . th h h Id the number of selected persons who are eligible. the the number 0 names ~ the register ,,~ding to at ouse 0 interviewer is instructed to seek access to a list of resi"dents

the number of non-electors m that household and to select the required additional number of persons and a weight equiva1ent to the reciprocal of this fraction, i from it by a random ProcedureA' No weighting is applied ie.:- f.,1 to persons interviewed at institutions.~

the number of Hnonae1ectors" in that household ., I,

the number of names in the register leading to that household Numbers of caDs * is therefore applied to each "non-elector" in the aoa1y,;s I hterviewers are instrueted to make at least thIee caDs, ( of the results.~ ,. where necessary, before abandoning the attempt to interview

\ any person selected for interview, whether "elector", "non~ 1

~ ~thoUghi the above distinction between "electors" and f "nono.electors" can be sua::essfuDy employed with private

househOlds, who form, of coune, the great majority of the population of the country, there are several practica1 difficulties in rigorously applying it to the population of institutions. The very large number of names tbat may appear in the electoral register for one institutional address is one obvious difficulty. A modified procedure is therefore uaed in these cases. .

elector" or member of an institution. No substitutes are taken in any circumstances, and the instructions and recording procedures employed in the selection of "non­electors" and members ofinstill?pons are carefully delrigned to avoid concealed substitution.,.

The term "institution" is uaed in· the survey to cover hotels, public houses, boarding houses and hostels; hospita1lJ, old people's homes, nursing homes and prisons;· and schools, colleges and other similar establishments. They mayor may not be recognizable as such·in the electoral register.

For such addresses (where they are recognizable iIi the register) only the selected name or names are recorded on the sample-list issued to the interviewer. The interviewer is instructed to establish at her first call at the address the number of relridents aged 16 or over, excluding patients and inmates of hospitals or similar institutions and temporary guests at hotels and boarding houses. If there are less !ban 50, she attempts one interview; if 50-99, two interviews; if 100-149, three interviews, and so on. (These instructions are delrigned to apply approximately the same sampling fraction to the institutional population as is applied to the private household population in the main part of the sample-<lesign.) The selected person or

S4

AH'END1X: B THE INI'EltVIEW

The object of the survey is to measure the readership of a number of newspapers and magazines. By the "readership" of a particular periodical is meant the number of people who bave a chance of being exposed to an advertisement appearing in the average bsue of the periodical during the course of its life, I>y virtue of having looked at the periodical in question.

The principle of measuring "readership" which has been used in these surveys since their inception is to attompt to establish at each interview w~lether or not tbe person interviewed has looked at any copy of the periodical in question during a period hack from the day of intemew· equal to the interva/ at which the periDdkal appears. (Reading. on the actoal day of interview is not included.) Thus for each daily paper the surveys attempt. to establish whether . or not the person interviewed looked at a copy of it

_"T_ ---...... -----....... -~ ;; -",...---- '---'

Hyesterday," the (h,y before tht: interview. (No in~er,· .. are made on Surc!ays. Saturday. as well as SlH~ct:r, treated as "yesterday" for intcrvi.ews made on ;,,{,-., For each Sunday paper or weekI)' magazine they nnd t

whether or not the informant has looked at a cc P)t or in the past sellen days., and for each -i1lOnthly 1J:r!g"~-il whether or not he has l('c·'(cd at a copy of it d1!r:ng- Ii, past four weeks.

The questions and ir:terviewing technique used t'J elicit this information have also rema:lled uDch:nged sin'.' the survey began. The procedure is shown in Questions ! and 2 on thc.questionnai.rt:!'repre9ttxd jn AfJ'pe:fH!i?: F.

The ubouk1eC' referred to in Ouestion 1 consists of ~: set of black and white photograp~c rep:cductions of ~;­mastheads of each periodical covered by the sl~n··:,.'. printed on thin. cards mc:,:.uring six inches by ~:'::-~e l"f'; and bound togeflcr in ttle f0r.:n of a bock.1t'!. ~; spe:cimoRs ef the r:proQ..H.-;tious Or wttS . .heads ~-: "7: booklet_.a.._-i .. ~ •• Je, F.

The mastheads for the four main groups of periodiC'lL covered by the survey--d:-_;:y newspapers. Sunday new:­papers, weekly magazines and 1"'J(,:i~;1iy maga2,tr.es-- _ ';; kept separate in the boc'det; Jut in or.:ier to '!"'-ZQ o'..\t DQ::..:;'·· p;

effects of fatigue on the part of the info:r::a'(-_:'s, two t:,·, ;:, of rotation of the order are used. First, t..he order in ';\i" the groups of periodicals appear is varied !'rom boa"" ~t to booklet using, eight differcn.t .orders as follo'h'"S:-' l

~ .\;' .. '.' ;r ... '..c.' I.',' ~ O.r'!er In '?"~,~rj ::,!:!~~E~:'~.--', .';fonps :tpnr,T '.

'.- if:. (r_r.;e?· . .'r.~ ';'2fWOns ""'.j t~if bc')~dct tJ ) I Version of .~. ~l.\"" r. ':. \,. '.,' ~ -:J..A.~I/" booklet First Seco!id Third -. Fourth

1 Dailies S!;~da'\"" We~k!ies ),Iont;'fic:s 2 Monthlies Dr,deS S'..l,:~jays ~V,;.:-k;i~.'· 3 S!_~~cays !:vfonthIies '';,'':-i"::dies l)ai~ies 4 \.Vc::klics ['l:-:;Ues M(1~:r1ies Sl~1·riarS 5 JJailies 'Ne~Jrl;,!s ~'..': -:'j':.;:Jics 3L'c:ays 6 ' Sunc~ys :M~~,t:'iies Dai;ies V.;i..':;:1~cs 7 \Veekiles Sm~d,:.-IS D~r;iies ~'f0:::n:_:c 8 \fontbli;$ "',vc.;:;:;ics Su:-::::ys TJ,:;}ics

Within each of t}1e~e ~;.,.i:'" d~':;:, ,'~t .:)T(1crs. h.,1f " boo~dets have the ?,~riGriic".;'.~ T\l ,.",='1 ~(l·.1:' hI:;' ,"

ruch they appear on the questionnaire and half have the rlodicals within groups listed in the reverse of this order. lOre are thus 16 different basic versions of the booklet. The allocation of booklets to interviewers is oontrolled such a way that all the different versions of the booklet : used in each region. [he readership questions are asked at the beginning of

interview and the remaining questions follow in the ler shown on the questionnaire.

'PENDIX C-FIELDWORK AND :SULlS n .... JIf tables in the report are based on the combined hiews taken from four separate samples. The dates each were:-4th January, 1960-2nd April, 1960. -4th April, 1960-2nd July, 1960. 4th July, 1960-lst October, 1960. -3rd October, 1960-31st December, 1960 .. illy trained female interviewers were- used on the ey and a very high standard of accuracy and reliability set. This was maintained by a comprehensive editing edure and constant superviSion. Every questionnaire Ig to come up to the standard required by reason of sioN or inconsistencies was rejected. Ie fignres given below show the fieldwork results for leriod covered by the report. The following explana­of some of the terms used may be helpful. F(nown 10 he away temporarily meaDS that the inter .. newer. found that the person to be interviewed would lOaway from home for the whole of the interviewing ",riod in that area. This category will. of course, nelude some who were away sick in hospital. JUI, 3 or more calls means that the person to be nterviewed was known to be "in. residence" but was ·ut on each of the three or more occasions that the lterviewer caUed. :efused ihcIudes all refusals both by and on behalf of le person to be interviewed. These include refusals n behalf of that person on the grounds of illness. lterview not taken means that the interviewer saw the ,rson to be interviewed but decided that they were

? .

. . - .. --- ------ : ....... '" 1if".fS) ....... • JJ!ti .. ~

incapable of giving a satiafactory interview because ofsickn .... infirmity. deafn .... inability to speak English or other such incapacity.

Named Pers01l8 Total names issued

Less Address not located Premises empty or

demolished Not known at address Dead Moved away

50

347 93

256 1.484

18.337 IOCl.O%

2,230 12.2%

Total attempted interviews with named individuals 16.107 100.0% Less No reply received at

any call 570 Known to be away

temporariJy 787 Out, 3 or more calls

made 774 Refused 1.194 Interview not taken 148 Other reasons for no

interview 163 3.636 22.6%

Number of interViews obtained with named individuals 12,471

Other Persons Number of other persons seIeeted

for interview (i.e. "non-elec­tors" and additional interviews required at institutions) 4.067 Less Known to be away

temporarily 243 Out, 3 or more ca1Is

made 371 Refused 280 Interview not taken 18 Other reasons for no

interview 84

77.4%

100.0%

996 24.5%

Number of interviews obtained with oth~r selected persons 3.071

.--.-,..-" ----_._---

75.5%

, Cj60

All Persons Total number of interviews ob­

tained Number of questionnaires re­

jected -at editing stage

Number of questionnaries avail-

15.542

271

JOO.O%

1.7};'

able for analysis 15,271 93.3:;-; During the course of the anaIysjs the information from

a further 89 questionnaires was rejected by the computer owing to minor discrepancies. All of these could have t.een corrected. but it was felt that delay at this point would have been unwarranted; similar difliculties are not expecteC '.0 occur on this scale in the future. The anaI}'S1s was, I;JH~!'Cc fore, finally based on 15,182 interviews.

APPENDIX D-ANALYSIS

The editing and coding and prepara:ticn of pu...~ch.;(i cards was carried out by the British 1\:.arket ~~.:s'.:':<,;-~:l Bureau Ltd. The tabulation was carried out on li·\.'·r bebalf by C.E.I.R. (UX.) Ltd. on an I.B.M. 7090 cled'C';::r computer.

All weighting processOR. for the whole period cov",od by this report, were carried out by the computer. This i; more efficient than the weighEng methods nece~~ary . ., analysis by punched cards since jt nlakcs use of 1;;,e inform· won obtcined from every I.~ligiblc intenlew. It rer·ccTS un~ necessary beth the discarding of ql1-:stlonnaires, -;':here weights of less than unity have to be applied. and also ~hc process of selection involved in the punched cart! n~~! ... ~·.:::ct when applying non-integral weights f,'·eater than ~"ity.

Two weighting procedures were necessary. ;-he fi~t was to bring the sample of "ilQ;:-(~t'crors" into E,-:, ".vl~.h that of the "electors" and has already been doccribcd in Appendix A. The second weighting process W'lS necessary to ensure that the sample was representatively balara,;cd by sex. age 3...TJ.d region. The number of interviews was broY.::.!p. down into 60 cells (by sex, by five age groups, by ,;~ sv·"y regions) and each of these celIs: was w~~:;hted ~Q :-.".~J~g it ~0 its correct proportion of the population.

This was carried out independently for each qm:rtcr·s fieldwork and the weights applied to eacll colI ,,-e shown io the following tables.

-;., ..... ~~ ..... ,~.,..'"'-' . .,.- .... ..-.

~

I "~E-DEFINITIONS USED IN THE SURVEY 1/ '. .

I Saney RegloM

The sUrvey regions are defined mainly iIi terms of the Registrar General's Standard Region.. The county of Dorset with the exception of tbe Municipal Borough of Poole was transferred by the Registrar General from the Southern Standard Region to tbe South Western as from 1st January, 1959. However, for the purposes of the survey tbe old definitions of these regions bave been retained, since the sample-design is based on them.

Survey Region Registrar Generars Standmd Regions

London and London and South Eastern South East Eastern

South West and Wales

Midlands

North West

North East and North

Scotland

. Southern

South Western Wales

Midland North Midland

North Western

Northern East and West Ridings

Scotland south of the Caledonian Canal.

The areas of Scotland excluded from tbe survey are the ",unties of Caithness, Ross & Cromarty and Sutherland; he follo\\1ng administrative areas in the County of Ar~:­he Burgh of Tober!nory, and the Landward Districts of .rdnamurchan, lslay, Jura & CoJonsay, Mull, and Tiree , Coli; and the following Landward Districts in the )unty of Inverness:-Aird, Barra, Harris, Lochaber >art of), North Uist, Skye and South Uis!.

I.. Toft SIze etA:.

I Oreater_London: I . Eight Major s...­~ ...... bations:

I

Urban/Rural

,~',­

JDSIitatiom 111.

1. defined by the Registrar General ...

The fonowing s"';en conurbations as defined by the Registrar General­Greater London, CentraJ Clydeside, Tyneside, West Yorkshire, South East Lancashire, Merseyside, and West Midland-and also • "South Wales Conurbation" consisting of the county of Glamorgan and also tbe following administrative areas:­Newport CB, Uanelly MB, Abercarn UD, Abertillery UD, Bedwas and Macben UD, BedweUty UD, Bryn­mawr UD, Caerleon 00, Cwmbran 00, Ebbw Vale UD, MynyddWwyn UD, NantygJo & Blaina UD, Rbymney UD, Risca 00, Tredegar UD and Magor & St. Mellons RD .•

"Rura!" includes all administrative Rural Districts in England and Wales and Landward Districts in Scofland, except for those already included in the eight major conurbations listed above. All other administrative areas are "urban". .,

aotels, public houses, boarding bouses and bostels; hospitals, old people's homes, nursing homes and prisons; sclfools, colleges and other similar establishm!'l1ts. Ordinary households containing four or more bnarders are treated as boarding houses and thus as "institutions".

All persons a~ 16 or over living at such establishments • (except for patients, inmates and temporary guests) are treated as "members of institutions" for sampling purpo ..... I . Prbllte households "Ii<

I A private hcusehold consists of eitber one person living

alone or a gronp of persons, usuaUybut not always, members

of one family, who live together and whose food and other household expenses are managed as oDe unit. Resident domestic servants, and uboarders~', "lodgers", etc. (however described), are included in the household provided that they have at least one main meal a day from tae common so~. ~

.-Uoeewife ~

A hopsewife is defined as the female mernb~r of a prlvate household who is solely or mainly responsiblo lor be housebold duties. '"

I Head of household '"

1 The head of a private househc1d is that member sf the

household who either owns the accorrr:,o";,l:ion ocC'l!:':::'-;t! by the household or is responsible for the rent, or, If the accommodation is occupied rent-free, the person ';',';\0 is responsible for the housebold baving it rent·free. 7f!hi • person is a married woman whose husb::l.:~d is a rr:~-nbe:!' of the household, then the husband is Cf'l~:;ic(', as i.!J.e :'l{:::~c.

of Household". '" ,

i I : Soda! grade ~ I ' , he social grade of an informant is nOITJ'l"!lJy 1-~3':G on

the occupn.tion of the head of his or h~f" ~'c~~;.-::~,:::.,;,~; i;" :;~e Head of HousehoJd is retired it h b~~;e2 on lhc 1 -··::"d C:~~' Household's former occupation. Where there :5 no ~;.'jch occupation, or infonnation about it is ll:;oor.ainable, ~he assessment of social grade is based on ~nv~::onmenta1 factors such as the type of dwelling, the ~mtdties in the home, tht.. presence of domestic help, and so on.

I The social grade of boarders, lodgers 2::'_,: r~-<::!7J.t

domestic servants in private hcr~e:~dds. ~_:,.d <so t:~~ L of members of instjtutions, is ba5ec on t~Je :::}orn:).~' . .':·s OWL

. occupation. ""

"

.~--~ . .;----.... ----.. ~~~=-~~--~~~::::::::::~~~~::::~~~:::;~:'::~""------.. --.. , .. --.......... " .. .• _~ ___ 6,~ ''''_",,"e4<~-;.IO, '~" .; .. _ ..... ~-.;,;,.;"';'-. , •. ",,"~,",," .. _*-:~.,.. .. ,E·, 4»U._o ","",;n)fri~re; ... 13.1' -"'-,-..,..--., ... '- .... -~.--, •• -,--,------.

,.

The following table broadly defines the six social grades wed. It should be noted, however, that the income ranies quoted are given only as indications and are not used in determining the social grade.

I I Head of Household',,- I I &ow &OW Im:ome likely , Grade Status Occuptltion to be .

A Upper Higher managmial, £1,750 or middle administrative or over per c"iass professional annum i

a Middle Intennediate managerial, £95O-£I,7~1 , class administrative or per annum

to-prof<>l$iooal i

Lower Supet'\'isory or cleri<:aI, Under£95O ; middle aod junior managerial, per annum class administrative or

! professional •

C2 S!tilIed SlcilIed manual _ Between working £12 aod class £lOper

week

D I Working Semi and unskilled £6 10..-£12 class manual workers per week

E Those at State pensioners or Under lowest widows (no olb« £610.. _of earner) oasuaI, or perweek

I subsisteoce lowest-grade worken

f

APPENDIX F-FIELD DOCUMENTS

This appendix contains reproductions of the following:

Sample List Contact Sheet Specimen pages from the recall-aid booklet Questionnaire. .

At the sampling stage, each selected name is entered on the sample list together with the address and the names of aU other persons registered at that address. The selected name is indicated by an asterisk. The interviewer is required to complete for each name the "classification of persons registered". -The number classified uAu. "B" or "c" gives "the number of names in the register leading to that hOU3ehold", which is the denominator of the weight applied to each non-elector as described in Appendix A.

A "contact sheet" is completed for every starred name on the sample list. On it the interviewer records:

(i) whether the selected person is resident at a private hoU3ebold or at an institution;

(Ii) the date and time of each call made;

(iii) for institutions only: the type of institution and the number of "residents" aged 16 or over;

(iv) the names of non-electors at a private household or the names of additional persons selected for interview at ~ institution;

(v) the result of each call.

The recall-aid booklets contain reproductions of the title­blocks ofevery pUblication covered by the survey. Four specimens are shown here. They are printed on 6 in. X 3 in. card and are bound together to form a booklet.

The que&lioruuJire reprodw:ed here is redw:ed in size from that actnaIIy used. in the field.

---c;::-, .. ~tAL., ,£ 3a::b":S:::: .. 23.<-i •• ~"/,!:> "'-:.;'_ '""':'

Sunday Newspapers

Introduction to the lTV Area Tables EMPIRE NEWS was incorporated in N",,,,~ 01 11lr \\ ..... ' .. " effect from the issue, dated 23rd October, 1%0.

T HIS report, in the series of National Readership Surveys, is based on fieldwork carried out continuously duting the period 4th January, 1960 to 31st December, 1960. There were 15,542 interviews actnally carried out and the tables are based on 15,182 of these. The sample used was a three-stage probability sample representative of the population, aged 16 years or over, of Great Britain south of the Caledonian Canal.

The research organisation responsible for the surveys . is the British Market Research Bureau Ltd.

The basic techniques used remain the same as for previous surveys in this series but as from the beginning of 1960 certain minor modifications were made to the sampling method and Ihe "naIysis of the survey was transferred to an electronic computer. The methods used are fully described in the Appendices to the second main report of the 1960 surveys.

This report contains tables showing the readership within ITV areas of all publications covered by the survey. The ITV areas used in the report coincide with the aress defined by Television Audi~oe Measurement Ltd.. as at the following dates:-

rrv areas London Midland Northern Southern East Anglian South Wales and West Scottish NorthEast

Dale May-June, 1958 May-June, 1958 May-June, 1958 July-August, 1959 June, 1960 May-June, 1958 November-December, 1958 September-October, 1959

In order to enable this analysis to be made, each of the polling districts in which interviews were made during the period was allocated to one or more lTV areas according to the definitions of these areas referred to above; all

'"

interviews within any polling district were thus allocated to the same area or areas.

As some poHing districts were thus allocated to more than one lTV area, it foHows that the sum of the population figures given in this report add up to more than the total population and, for individual publications, the sum of the readership figures is greater than the total readership of the publication.

It should be noted that the areas used in the original selection of interviewing points to ensure a representative distribution of interviews throughout the country were the Registrar General's Standard Regions, not the ITV areas themselves; the subsequent weighting of the sample was also done in terms of com\linations of these Standard

. Regions. For this reason the estimated populations of the ITV areas derived from the survey and shown at the head of the columns must be regarded as being only approxima­#ons to the true populations of the areas as defined at the dates quoted above.

Publication Changes A number of publications have been added to the survey list

during the period covered by this report. certain others have IilC3sed separdte publication on incorporation in other publica­tions; others have ceased publication altogether, and others have changed their titlcs.

The changes are:-Daily Morning Newspapers DAn.Y RECORD was included in the suivey from 4th July, 1960. It is, however, only included for interviews carried out in Scotland. NEWS CHRONICU was incorporated in DAILY MAIL with effect from the issue dated 18th Oc .... ober. ]960.

Lon40D Evening Newspapers THE STAR was incorporated in THE EViNING NEWS with effect from the issue dated 18th October. 1960.

SUNDAY GRAPHIC ceased publication with effect frum Ihr 'ill:. "

dated 4th December, 1960 and hence no figures fN thi~ r' ~ tion have been included in the report.

Gene.ml Weekly Periodicals Top SPOT was incorporated in FILM FUN with effe<:t fr,1m t~. issue dated 19th January, 1960. (FILM FUN is not includ~1 '. the survey.) No figures for this publication have been inchh\o:-.' in the report. THE LISTTh'ER changed its title to THE LJsTn..u A':'-"D B.S.C 'I'ELEvIsION REVIEW with effect from the issue dated ..t .•• February. J960. JOHN BULL changed its title to TODAY THE NEW JOHN Btu. k

effect from the issue dated 24th February, 1960 . PJ(-:TUREGOER ""'as incorporated in <3. new publication ~~, (cl:::.ssified as a Women's Weekly Periodica1) with effect from::t issue dated 28th April. 1960. and DATE was included in the sur.~ from that time. This periodical ceased publication v.rith effec: from the issue dated 28th January, 1961 and hence, no figure! have been' included in the report. PARADE AND BLImrrv changed itS title to PARADE with eff~ from the issue dated 3rd December, 1960.

PICTURE SHOW ceased publication with effect from the issue dated 31st December, 1960 and hence, no figures for this publication have bee!1 included in the report.

Women's Weekly Periodicals MARTY was included in the survey from 18th January, l%'l LuCKY STAR was incorpomted in SILVER STAR with effect from the irisue dated 16th January, 1960 and the combined public:ti{lr­SILVER STAR AND LuCKY STAR was incorporated in MARTY wilh effect from the issue dated 29th October, 1960. WEEKLy WELcoME was incorporated in My WEEKLY with ctl"C-I.1 from the issue dated 13th February, 1960. The title of ,;..c combined publication My WEEltLY AND 'WEl..COMF WII.~ c1!.'''~~ to My WEEKLY with effect from the issue dated Rlh co. r.- ..... 1%0. WOMAN'S MUlROR radicaily changed ifs fhntl.1t with .~ff", f !'-- ....

the issue dated Jst October. 1960. WOMAN'S CoMPANION was incofl".lr,Jlcd in ,~, ... ~.,', \oO.~"'" with effect from the issue d:alC'd 2!'ifh Mllt'(h. ; ..... ,

\

l

,~t.

, ;. '. ~ t'"

" h\."" <y « e.,

ct

o is

I. n , , t

1

(

tI/J ............ , t"wtWJa.h ---:.. ' ..... ~·l'fr-tr~'t'.1 in MfN ONLY with effect from the

,::.. .:.:.I.\u..,:U'it, JQ60.

.., __ .. ', .\I../ilth'y Periodiaals . _I \"1(111".\11' w.tS incorporated in My HOME with effect from

: ,,,LI(' J.ttcJ March. 1960. The title of the combined publica~ i1 \'1' HelM! AND WlfE AND HOME was changed to My HOME

;'m drect from the issue dated October, 1960. ~~.Sl!r was included. in the survey from 15th Marcb~ 1960. HAiR W:!S included in the survey from 5th September, 1960 but ,., figuRlS have been included in this report as only one quarter's :iddwork: is available. .

Where possible new mastheads were included in the recall-aid booIdets from the relevant dates. However, in those cases where IkI notice of the changes was given by publishers, the new mast­heads were included in the booklets as soon as they were • ..uable.

Procedure for reporting on changed publications An unusuaUy large number of publication changes have

occurred during the period covered by this report. In compiling !he report, therefore, the following principles have been followed:

(a) In view of the fact that the samples are designed on a quartetly basis (see Appendix A), the quartet is regarded as an indivisible unit of fieldwork in the analysis of the survey results.

fb) In view of (a) above, no figures are given for individual publications for quarters dnring which the pnblications concerned were involved in mergers or in changes of fOtmat so radical that they constitute essentially different publications.

(0) Two complete quarters' ha", been regarded as the mini­mum period of fie1dwork necessary in order to provide adequate bases for the usual brNkdow1U.

Hence the figures given for the following publications an:: not based on a complete year's inteniewing. Figures for LULJPtrr and MEN ONLy are based on the two quarters prior to their merger, Le. January-June. 1960. Figures for NEWS CHRONICLE, DAILY MAIL, THE STAR., THE E\'ENlJ'.,"O NEWS. EMPIRE NEWS and NEWS OF THE WORID are based on the three quarters prior to the mergers between them, i.e. January~mber, 1%0. Figures for WOMAN'S MlRltoR are baaed on the three quarters prior to it!. change offonnat, i.e. January-September, 1960.

.. .A_, __ ~" ____ "f'IO'i.~~·.i".',~~=~~~

Figures for SILVER STAB. and MARlY arc based on the two quarters prior to their. merger, i.e. April-September, 1960; figures cannot be given. for the January-March. 1960 quarter as during this period LUCKY S'rAR was incorporated in SILVER STAR, and MARTY was not pubJished until after the fieldwork had commenced and hence a complete quarter's figures are not available. Figures for HoNEY and DAlLY RECORD arc based on the two quart ... July-Dea:mber, 1960. HoNEY was first published in March, 1960 and several weeks wettI necessary for the reader­ship level to settle down; hence only two complete quarters' figures are avaUable. DAD-Y RECORD was not included in the survey until July, 1960. Figures for My HOME and My WEEKLY are based on two quarters after their mergers with Wm AND HOME and WBEKL y WELCOME respectively, i.e. July-Deoember, 1960.

, Definitions used in the Survey Survey Regions

The survey regions are defined mainly in terms of the Registrar General's Standard Regions. The county of DOniet with the exception of the Municipal Borough of

. Poole was transferred by the Registrar General from the Southern Standard Region to the South Western as from 1st January, 1959. However, for the purposes of the survey the old definitions of these regions have been retained, since the sample-design is based on them.

Survey Region London and

South East

South West and Wales

Midlands

Registrar General's, Sltwinrd Regions London and South Eastern Eastern Southern South Western Wales Midland North Midland

North West North Western North East Northern

and North East and West Ridings Scotland Scotland south of the Caledonian Canal.

The areas of Scotland excluded from the survey are the counties of Caithness, Ross and Cromarty and Sutherland;

the following administrative areas in the County of ArgyU:­the Burgh of Tobermory, and the Landward Districts of Ardnamurchan, Islay, Jura & Colonsay, Mull and Tiree , & Coli; and the following Landward Di,tricts in the county of Inverness:-Aird, Barra, Harris, Lochaber (part of). North Uist, Skye and South Uis!.

Town Size etc. . Greater London: Eight Major Con­

lIl'bations:

Urban/Rur~ _

Institutions

As defined by the Registrar General.' The following seven conurbations as

defined by the Registrar Gen.ral­Greater London, Central Clydeside, ' Tyneside, West Yorkshire, South East Lancashire, Merseyside, and West Midland-and also a "South Wales Conurbation" consisting of the county of Glamorgan and also the following administrative areas:­Newport CB, Llanelly MB, Abercarn UD, Abertillery UD, Bedwas aud Machen UO, Bedwellty UO, Bryn­mawr UD~ Caerleon UDt Cwmbran UD, Ebbw Vale UD, Mynrddislwyn UD, Nantyglo & Blailla UD, Rhymney UO, Risca UD, Tredegar un and Magor & St. Mellons RD.

"Rural" includes all administrative Rural Districts in England and Wales ~ and Landward Districts in Scotland, except for those already included in the eight major conurbations listed above. All other administrative areas are "urban.~'

.Hotels, p:ublic houses, boarding houses and hostels; hospitals, old peoples' homes, nun;ing homes and prisons; schools, colleges and other similar establishments. Ordinary households containing four or more boarders are treated as boarding houses and thus as "institutions."

All persons aged 16 or over living at such establishments (except for patients, inmates and temporary guests) are treated as "members of institutions" for sampling pu,rposes~

1.7

.-,_~~~. _____ , __ ~. __ ._. __ .. ~ _ .. __ ._ ..... __ ..... _ .. _,_.·.ft ..... _______ . ______ . .-,-_. ___ .. '"_ .... _~, _""'_;---~...,. .. '""":"_-.-.,-.'""'""_,....""' .. _ ,_~ ____ __

Private hon."holcls A private household consi.sts of either one person living

alone or a group of persons, usually but not always, members Of tine family, who live together and whose food and other household expenses are managed as one unit. Resident domestic servants, and "boarders", "lodgers", etc. (however

_ de<cribed), are included in the household pro,;ded that they have at least one main meal a day from the common source.

H~e _ . A housewife is deJined as the fetnale member of a private

household who is solely or mainly responsible for the household duties.

Head of household . The head of a private household is that member of the household who either awns the l\CCOIlll1lodation O<.'CUpied by tbe household or is responsible for the rent, or, if the accommodation is occupied rent-free, the person who is responsible for the household having it rent-free. If this person is a married woman whose husband is a member of the household, then the husband is connted as the ''Head of Household."

- Soda! grade The social grade of an informant is normally based on

t."e occupation of the head Of his or her household; if the. Head of Household is retired it is based on the Head of Household's fonner occupation. Where there is no such occupation, or information about it is unobtainable, the assessment of social grade is based on environmental factors such as the type of dwelling, the amenities in the home, the presenee of domestic help, and so on.

The social grade of boarders, lodgers and resident, domestic servants in private householcls, and also· tbat of

. members of institutions, is based on the infonnant"s own occupation.

The foUowing table broadly defines the six social grades used. It should be noted, however, that the income ranges quoted are given only as indications and are not used· in determining the social grade.

148

_~------ w; ~"'~. ".~

. ...:....40.'.~,

H~ad 0/ HOUSI!hoId's:-

Social Social I..'ncome likely GrtKk Status OCCUpatiOIl . to~ ,

A I Upper I Higher m:l"gerial, £1,750 or I middle administrative or over per class professional. annum

B I M!ddle Iln .. rmedia .. nIlI11agerial, £95~£l,750 Class admi.niW'ative or perannmn

professional

CI LO\\"er . ! Supervisory or clerical, Under £950 middle· and jwior managerial, per annum class ! adtninistmtive or

professiona1

C2 Skilled I Skilled manual worIc"", . Bel""",, £12 working and £20 class' per week

D Working 1 Semi and unskilled £610s.-f12 class ma.-ru,cI.! \\"Orkers per week

i ~ : 7.

E Those at Slate pensionen or Under lowest widows (no other £610s. levels of earner) casual, or pcr w.eI: subsistence lowest-gradc worlceB

- ._"_._- ._. --- _._.- ------- -i.

'-.

'.

. :0,

\/.)

~ ~

---J

><~

uu

~.

«

;~ .. !,,::; .. -: ~

•

~.

\~bo

LWERJ'RETATION OF THE SYMBOLS USED IN THE REPORT

PubUcaUoD noles -..Fjgures relate to' a period before a change in the publica­tion. a. Figures based on the 2quartersJanuary-June,196Oonly. b. Figures based on the 3 quarters January-September, 1960

only. c. Figures based on the 2 quarters April-September, 1960

only. d. Fijluresbasedonthe2 quarters July-December, 19600niy.

> 1. NEWS CHRONICLE was incorporated in DAILY MAIL

with effect from the issue dated 18th October, 196O.lo/. Both publications are reported upon for the three quarters' fieldwork before the incorperation, i.e. January-September, 1960.

2. t,AJLY RECORD was included in the survey from 4th July, 196()l1\,nd readership information has been col· 1ected in Scotland only. II is reported upon for the poo quarters' fieldwork July-December, 1960.

. 3. hm STAll was incorperated in THE EVENfNG NEWS with effect from the issue dated 18th October, 196O!'!­Both pUblications are reported upon for the three quarters' fieldwork before the incorporation, i.e. January-September, 1960.

4. tm.JRB NEWS was incorperated in NBWS OF THE WOltLD with effect from tbe issue dated 23rd October, 1960:" Both publications ar< reported upon for the three quarters' fieldwork before the incorporation, i.e. January-September, 1960.

5. JOHN BULL changed its tiU\ to TODAY THE NEW JOHN BULL with effect from the ~ue dated 24th February, 1960.

6. The individual lTV pro amme publications were asked about only in those urvey regions containing the areas in which they circu teo These were:-

Publication vey Region TV GUIDE d TELEVISION WEI!KLY Sou West and Wales TIlE VIEWBR Nort East and North

----- '. -~ -._.------_.-._--_._---. __ .-

7. THE LlSThNER ChaOg"'~its title to THE LLSTENF.R AND BoB.C. TELh"VISloX REV \V with effcct from the issue' dated 4th February, 19 . .

8. PAJW>E AND BUGHTY <\\nged its tiUe to PARAD. with effect from the issue datel\3rd December, 1960.

9. The format of WOMAN' IRROR was radically changed with effect from the issu dated 1st October, 1960. It is reported upon for th three quarters' fieldwork before the change, i.e. Jan -September, 1960.

10. LUCKY STAR W~i rperated in SILVER STAR with , effect from the iss aated 16th January, 1960.' MARTY

• was included i he survey from 18th January, 1960. ~SlLVER STAR A:r-.'D LUCKY STAR was incorporated in

MARTII' with effect from the issue dated 29th October, 1960lf Figures are given in t~tables for MARTY and SILVER STAR AND LUCk"Y S based on the two quarters' fieldwork April-Septe r, 1960.

II. WEEKLY WELCOME ~ incorporated in My WEEKLY with etTeet from the iss e dated 13th February, 1960 and the ,itle of the comb ed publication My WFJlKLY AND WELCOME was chang to ~lY WEEKLY with effect from the issue dated 8th ober, 1960. Figures are given for My WEEKLY d on two quarters' fieldwork after the incorporati D, i.e. July-December, 1960.

12. THE ROMANTIC THREE COIlSl\ts of MARILYN, RoXY and VALENTINE. '

13. TIlE FEMININE FIVE consists okREo lErrBR, REo STAR, S'CRBIS, FAMILY STAR and M~ WEEKLY. S .

14. LILLIPUT was incorporated in MEN ONLY with effect from the issue dated Aug!'st, 1960.# Both publications are reported ~pon for the two quarters'

.. fieldwork beJore tbe incorperation, i.e. January­June, 1960.

15. Two issues of VOGUE were I"l.~ad~ in ·Fcbnmry, March, September and Oc~obcr. 1960. J.'40 adjustment was made either to the form of qucsti6ning or to the method of analysis to allow for these" additional issues. The rr.:ad..:-rship figures for tn;( magazine arc thus not strictly comparable with )!lose for magazines which had only one issue each mQiith.

16. WIFE AND HOME was incorporated.-tn My Hom with etTect from the issue dated March,A96O. The title oflbe combined publication My Ho~ AND WIFE AND HOME was changed to My HOi'<!E WIth effect from the issue dated October, 1960. Figures are given for My HOME blS~d on t-;o ~rters' fieldwork aJter the ml,.,--orporat.lOn, l.e. Jt.ly-D~cember, 1960 .

17. Two issues of VANITY FAIR were mad~ in March. April, September, October and NoveIjlber, 1960. No adjustment was made either to the rm of questioning or to the method of analysis to ow. for these addi­tional issues. The readership gures for this magazine are thus not strictly compa . )le with those for maga­zines which had only O'1C L.">Sue each month.

I~. HONEY was include<l in the s .y from 15th March, 1960. Allowing one quarte or the readership of this publication to settle dow t is reported upon for the two quarters' fieldwork JUly-December, 1960.

19. WOMAN'S COMPANION was incPrPorated in WoMAN's WEEKLY with effect from the/lssue dated 25th March, 1961. /

Table symbol *le~s than 0.5 %

·.M .... " .... _ .•.. ~."*._.". ___ '" ____ ... ___ ~

1~9

..,.., .~ HIS report, in .the series of National Reader­

ship Surveys, is based on fieldwork ~rried out continuously during the period 1st August, 1959 to 2nd July, 1960. There ere 15,892 interviews actually carried out the tables are based on· 15,182 of these.,. The sample used was a three-stage prob ility sample repr~sentative of the T'opuJatio aged 16 years. or over of Great Britain south 0 the Caledonian Canal.

'-Thc research OrganiSatiOntspons.ible for the

! 959 interviews was ReWIre Services Ltd. but :cs from the bq:,nninr; DC 19 0 the surveys have been conducted by the lkit;sh Market Research Bureau Ltd. It is the polity of the Institute of pc,!ctitioners in Advertising to change the ccsearch organisation el)'lployed from time to d1T~e. /

, The basic teChni'1ll'./ used remain the same as for previous survey in tills series but as from the beginning of 19" certain minor modifica­,ions were made to tlie sampling method and the "r.~1ysis of the sl\fvey was transferred to a '~erranti PEGASUS Computer. The methods e"'0 are fully described in the Appendices at the end of this report together with ,details of the fieldwork 'and nunibers of interviews ~!~~1iev~d.

/ riih~·:cl~lion t.:h:1nt:es !

~

\ ,,'::nb:r of nllbli~ations have been added to ":"., '.TV lis;' dilTing the period covered by

Introduction to, the first 1960 Report

this report, certain others have ceaSed separate publication on in~O ration in other publica-tions and others changed their titles. The changes are:- ,

1HE MANCHESTER GUARDIAN changed its title to THE GUARDIAN on 24th August, 1959i~

ROMEO was included in the survey from 31st August, 1959; 11' "

BOYFRIEND was included in the survey from 3 I st August, 1959. ~ , ,

BLIGHTY changed its title to PARADE AND BUGHTY on 14th November, 1959.\\

CAR MECHANICS was included in the survey from 4th January, 1960,. ~ . ,

LUCKY STAR was incorpo~ed in SILVER STAR on 11th January, 196O~. t,

MARTY was included in the survey from 18th January, 19601t

TOP SPOT was incorporated in FILM FUN on 19th January, 1960. (WLM FUN is not covered by the survey)l. ~ .

THE LISTENER changed its title to THE LISTENER AND B.B.C. TELEVISION REVIEW on 4th February, 1960t,~

WEEKLY WELCOME ~as ~orporated in MY WEEKLY on 9th F~, 196Qi.t

JOHN BULL changed its title to TODAY THE NEW JOHN BULL on 24th February, 1960;:'11

WIFE AND HOME was incorporated in MY HOME 26th February, 196Oj.'" ,

" HONEY was included in the survey from 15th

March, 196O.,.ji.

PICTUREGOER was incorporated in a new,_ publication DATE on 28th April, 1960; and ; ( 7) DATE was added to the survey from that . , . time.~

New mastheads werejnCfuded in the recall-aid booklets from the ryIevaIjt dates.

The figures given the tables for CAR MECHANICS are b on six months interviewing only.

, . ~No figures are~n for MARTY, HONEY

or DATE as less th six months interviewing has been compl~ for th¢"'publications.

TheresultsforL:CK STAR, TOP SPOT, WEEKLY WELCOME, WIFE AND OME and PIC'I1JREGoER are excluded as these azines no longer exist in­dependently of ,0'ther publications.

•

J ,

•

Circulation figures /

This report again contains circulation figures where these are available. The Aigures quoted are averages for the twelve Imonths period

• July, 1959, to June, 1960. ;the only figures accepted were tl:iose Of~ Audit Bureau of Circulations or certified ne sales. Where these were not available, no fi res are given.

fnterpret:ttion of the symbols used in the report

1. TIlE MANCHESTl!R GUARDIAN cianged its title to TIlE GUARDIAN on 24th Afgust, 1959.

2. JOHN BULL changed its titl~ /-0 TODAY TIlE NEW JOHN BULL on 24th FebfUary, 1960.

6

3. The individual I.T.V. pr e publica-tions were asked about on in those survey regions containing the a s in which they circulate. These were:-Publication Sur 'Y Region TV GUIDE " Scot d. TELEVISION WEEKLY SOU West & Wales TIlE VIEWER Nortli East & North

4. TIlE LISTENER changed its ~tle to THE LlSTIiNER and B.B.C. TELEVISIO~REV1EW on 4th February, 1960.

5. BUm-lTY changed its 'tige to PARADE AND BUGHTY on 14th Novem~r, 1959.

\q~V

6. ROMEO was included in the sf' ey from 31st August, 196e:- \~SDj ,

7, BOYFRIEND was included in/the survey from • 31st August, ~ 1'10£0.,. i

8. LUCKY STAR' was incorpoJted in SILVER STAR on 11th January, 1960.

9. ~Y WELCOME was incorporated in MY WEEKLY on 9th February, 1960, and .~Il. title changed to MY WEEKLY AND WELCO""'l\\'

10. TIlE ROMANTIC TIIlUlIl ~nsists of MARILYN, ROXY and VALENTINE! '

II. TIlE FEMININE FIVE con~is of RED LIlTfER, RED STAR, SECRETS, I' Y STAR and MY

• WEEKLY AND WELCOME.

12. ~AR MECHANICS was inc!\Ided in the survey from 4th January, 1960.1f>~e report are b~on fieJdwei'k for the seco~r only.' ,

13. VOGUE and VANITY FAIR. Two editions of each of these magazines

were P'Vblished in March, 1960, and two in ApriL'Jf No aGjllstmeat wa~ made either to the form of questioning or to ih&method of analysis to allow for these additional issues. The readershiP~shown for these two magazines are thus ot strictly comparable with those for . es which had only one issue in th onths.

..

14. WIFE AND HOME was incorporated in HOM!! on 26th February, 1960.

A. Audit Bureau (arculatiOns.

B. Combined dilation of the group.

C. Certified neY' sales. i

D. TV GUIDB 292,000 A; TELEVISION WEEKI 323,000 A; TIlE vmWBR 286,000 A.

E. July-December .1959, only figure availabl. for PARADE ym BLlGHTY.

,

F. January-June 1960, only figure available foe CAR MECHANl~OMBMAKBR and BOYFRIEND,

, G. Net sale of VOGUE certified to be in excess

l

of this figure for the period October 1959 to March 1960, the only figure available.

H. TRUE MAGAZINE and SINCERELY, combined circulation 221;000 C.

X. No A.B.C. 9r certified figures available. I ,

* less than 0.5 %.