Alex Acheson,
The lead article on the Daily Heralds coming matamorphosis states that Mark Abram's "The Newspaper Reading Public of Tomorrow" commissioned by Odham's Press is basic research which has guided the launching of THE SUN»
If this factual research cannot be contmverted, then it has lessons for the left. We know that semi-skilled piece rate workers and service and distributive workers have increased tremendously absolytely and relatively in recent decades. Ministry of Labour statistics show immense decline of workers in older and heavy industries, e.g., dé0almining: from 800,000 to 550,000 since the war, or a decline of 30%. Cotton workers have declined by {0% since 1914, a drop of 40% since 1950. Standards of living have improved not only relatively, but absolutely for several strata. So the specific weight of several groups of workers has changed drastically without an equivalent change in representation in the Trade Union and Labour movements. Propaganda and programme must take into account real and illusory gains in status, economic gain, consuming power, houding and durable consumer goods ownership. Abrams has done research, it may be Slanted,imperfect or superficial, but what factual basis have we for opposing it or challenging its conclusions ?
It is not unreasonable to suppose that the importance to King and the International Publishing Co, of the successf#¥1 launching of THE SUN and the huge expenditure must pre-suppose that Abram's research is worth getting hold of and analysisng,.
New Society (3rd Sept 1964) had this to say on the same subject: "Abrams rubs in the changes of the last 10 years. He sees the early 1950's as ‘the beginnings of slow and stumbling transistion from a 19th Century society', In the year'1952 Before Bloom only 11% of British households owned a washing machine, Hardly anyone with an income of under £1,500 (im 1964 terms) hada fridge. People still wentto the pictures, listened to the Home Service, went to the dogs. He points Out the characteristics of today's society (in which a Ministry of Labour report last week would cite garage mechanic and hairdresser as two of the fastest growing jobs). Throughout the country, labourers and craftsmen have moved into the minority. They are also getting comparatively worse pay. The average person spends about a quarter more (in real terms) than 10 years ago. He mainly spends it on household durables, cars, leisure and clothes. The home has become the centre of people'slives. It is more than a castle; it is also a ‘bank vault and music hall', People entertain at home more: and fcr some reason, education flakes the visitors more likely to be friends than relatives. Sooial contacts are getting wider.
The population is expanding briskly, By the end of the 1960's half the people in Britain will be under 35. This half of the population will increasingly determine the trend‘of British society, By past British standards, a high proportion have had, (or will get) education beyond the minimum school leaving age. The political outlook of this half of the population is ‘secular and critical rather than ideological and undiscriminating', People would rather talk about clothes, cars or holiidays, amyway, than politics. With their growing leismre people play golf, fish, sail, go for unorganised rambles."