Cultural Change and the Country Weekly.

This article describes some adaptations made by the small town newspaper in Washington to the social and cultural changes occurring in the rural environment. Among these adjustments are: a stability in numbers has been reached, although at the expense of some loss of per capita circulation strength; a reduction in the number of two-newspaper towns; an increase in the size of the newspaper page; a shift from Saturday to Thursday as the second most important day of publication; a decreased interest in political parties and policies; a concentration on local news, particularly of persons and organizations. These trends suggest certain observations on the process of change and adaptation in social institutions, which by nature are slow to change: (1) adjustment to change is forced upon an institution by the inroads of competing agencies; (2) the stimulus to change comes from without, not from within the institution; and (3) changes in any one of the four elements of any institution, (a) rank and file membership, (b) leadership, (c) physical structure and equipment, and (d) pattern of attitudes lending sanction to the operation of the institution, will evoke changes and adpatations in the structure and functions of the institution. [ABSTRACT FROM AUTHOR]