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For consumers. "local with a random s a m d e of subscribers to-I information"-both news and advertising-overwhelms all other considerations. 'For example. wvenl unpublished studis conducted by L. Erwin Atwood at Southern Illinois Universfy Carbondak. 'Scvcnl such studies arc summarized by Bradlcy S Grcenbcrg and Michael E. Robff. "Mass Media Credihilitv. Research Results and C r i t k l laua." American Ncwrpapcr Publishers Association. Nrwr Rrwarrh Bulletin ,No. 6. Nor

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