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Behind those developments are hard and increasingly important facts. During
the 1970s total daily newspapers' circulation in the US hovered around the 60 million
marks despite an 11 per cent rise in the nation's population and a 22 per cent increase
in the number of households. The proportion of people who read a paper daily
dropped from 69% to 57%. Afternoon newspapers would hardly compete with the
television network evening program.
Growing number of publishers see electronic technology as a possible answer
to these problems. They fear that if they don't go down that road the others will. The
new technology is bringing all media into a common arena. The distinction that
separated newspapers from magazines, that made television different from
newspapers is now blurring.