The daily Nebraskan. ([Lincoln, Neb.) 1901-current, May 08, 1984, Retailers' Edition, Image 1

Below is the OCR text representation for this newspapers page. It is also available as plain text as well as XML.

' ! if i
?1 " If
Tuesday, May 8, 1084.
Vol. 83 No. 154
University of Nebraska-Lincoln
By Mcna Z. Koppelrasn
No competition.
Summer publication of the Daily
Nebraskan i3 now possible, mainly be
cause there will be no competition
from the UNL journalism school this
Dan Shattil, DN business manager,
said the DN publications board talked
about summer publication "off and on
for the last 10 years." But competition
from the journalism school's Summer
Nebraskan, published by an 8-week
class of advanced reporters, discour
aged summer DN publication.
Shattil said the last attempt by the
board was made in September 1982.
Shattil said board members approach
ed Neale Copple, journalism school
dean, and Wilma Crumley, associate
They (Copple and Crumley) said
that the Lincoln market could not
support two summer college newspap
ers," Shattil said. They had already
signed contracts and had everything
going for the summer of 1083."
But journalism school staff wa3 not
united in their support of the Summer
Nebraskan. Some professors said the
summer student staff was too small to
put out a regular newspaper, Shattil
In addition, the Summer Nebraskan
was supported solely by advertising.
Only two or three summer advertising
students were available to sell ads for
the paper. Shattil said professors were
dissatisfied with ad support because
The Journalist, a newspaper published
by advanced reporting students during
the regular school year, is supported
by journalism school funds.
The Summer Nebraskan only pub
lished once a week, and publication
didn't start until the third week of the
eight-week summer session.
Dissatisfaction with the organiza
tion of the Summer Nebraska finally
caused the journalism school to change
their course schedule and not publish
the paper this summer. This left the
Daily Nebraskan free to start summer
MWe felt the need to publish during
the summer from both the students
standpoint and the advertising stand
point," Shattil said. "From the readers'
standpoint, there would be nothing
coming out on a regular bash that
covered campus-wide news, what'3
happening, and entertainment.
"From an advertising standpoint,
there is no viable medium to reach the
campus market of about 24,000 stu
dents that we had last year during all
three sessions," Shattil said.
The Summer Nebraskan didn't accept
classified ads, but the summer DN will.
The advertising department will oper
ate with a full staff to contact advertis
Continued on Page 2
Readers ' buying habits
f i i r$n yrl Ann, wi swljsyf (?fifwfpi
''!: .,
,. , t
Craig AndresenDaiiy Ntbrasksa
A UI.L ettideiii reMstlie Daily Nebraskan in ths Nebraska Union, a common pastime on the UNL
DyWcxdV.Trlplctt III
i. I
he four smsIL wooden plaques in the front of
Tracy Beavers' desk dont stand out among the
various photos,, engravings and. memos Beavers
ha3 to shift through every day. But those four
plaques are the most significant ofalL
- The plaques are the shards Beavers and the
1EC3-84 DzHyUtbizzlizjn advertising staffbrousht
back from the Collects' Newspapers Business
and A&vcitizizl Mancsrs convention April 1 4 in
Nashville, Tenn. The stafT, which included 10 new
advertising representatives, won awards for best v
media marketing, hczt : :cir.! promotion (for the
February "Expreccians issue). Eesvers.won the
best 'advertising ad manager award, and the
gad of the tafl the 1C34 Trenclsstter award.
Tlis Trcncstter avard u given annual to the
schocl paper that best exemplified the trends in
advertising E savers explained. . ;
. : It wr-3 deHnitely the award we wantsd most, .
this is the first time the Daily Nebraskan has won
Ed Stamper, who presented the award, cited
the Daily Nebraska's "creative, well-rounded
market research and self-promotion that marked
the true trends of 1 984."
Beavers said other factors, such as a 34 percent
increase in sales, were considered for the award.
Seventy-five schools belong to CNBAM, and 46
attended the conference.
- The staffs goal was the Trendsetter award,
Beavers said, but the top advertising manager of
the year honor was a surprise. -
- Those three awards were representative of the
teamwork we had among cur staff this year. I .
cant remember when the whole Daily Nebraskan
staff worked so closed before," Beavers said.
"Close," Beavers said. "Last year, we walked
away with the most single awards (three). This
year we walked away with the top four. It does
stand us .out as beins the No. 1 advertising
"It's the ti-jcst award they have, and department in the country."
The potential impact of the Daily Nebraskan's
$20-miilion market recently was better defined by a
market research in order to clear up misconceptions
advertisers have about the student market.
The Daily Nebraskan hired Research Associates
to study the purchasing power of students and the
effect of that power on the Lincoln market. The
paper also bought part of the annual Lincoln
Report, which analyzes the city's entire market and
the population's buying habits. These two reports
were combined to aid advertisers in their decision, to
buy advertising space in the Daily Nebraskan.
r Research Associates randomly selected and inter
viewed nearly 300 student consumers. Although
this represents only about l'percent of the entire
student population, the company reports that results
will vary only plus or minus 5.7 percent 95 out of 100
times the study is done.
The study, which was done in April of 1983, found
that 85 percent of the student population, more
than 20,000 people, had shopped downtown within
the previous 30 days. Of these, 38 percent went
downtown four or more times. Gateway Mail dr-eiv
77 percent of the student population during the
same period and 31 percent of that total went to the
Mall two or three times. :.
The study found that students spend most of
their money in four areas: Food, entertainment, clo
thing and automobile supplies.
Fast food restaurants were frequented by 75 per
cent of the UNL students in one week. Twenty-eight
percent of those students ate fast food once in that
week, 26 percent ate it two or three times and 21
percent ate it four or more times. Other types of
restaurants received a substantial amount of stu
dent business as well.
In one week, 55 percent of the UNL students said
they had eaten at a non-fast food restaurant.
Continued cn Page 4
i'i., ....... VJV. ,v. ...... .'.v;- ... , .