The study reported in this paper was designed to determine how consumers perceive the newspaper and how they use it; specifically, how well read is newspaper advertising and how do readers of a small daily newspaper feel about advertising content. A team of trained, paid interviewers collected data in two waves, one week apart, from a random sample of the newspaper's subscribers. Results showed that subscribers use the local newspaper for local information--both news and advertising, that they are most interested in local news and features, that they want more local information, that they would be disappointed to see any local content eliminated or reduced, and that they view advertising as a source of local news. Tables of findings are included. (JM)