Job satisfaction among advertising personnel on Texas daily newspapers

Abstract

Job satisfaction is an important determinant in productivity, efficiency, and morale which in turn are the foundation for economic well-being of a nation. Modern job satisfaction studies have given new meaning to the Biblical saying, "Man does not live by bread alone." A 1978 national employment survey found that 36 percent of American workers felt that their skills were underused, 32 percent felt overeducated for their jobs, and 50 percent complained about the lack of control over the days they work and the job assignment. Advertising is now recognized as an indispensable instrument in modern economy based upon mass production, mass distribution and mass consumption. Daily newspapers are still the largest retail advertising revenue recipients, despite the popularity of television. Job satisfaction is intricately related to productivity and efficiency, and, thus, to profitability. It seems an area commonly neglected by newspaper management. The basic intent of this study was an investigation of several aspects of job satisfaction and dissatisfaction among daily newspaper advertising personnel. In brief, it appears that job satisfaction or dissatisfaction is an expression by each individual worker as to whether or not his perceived physiological and psychological needs are being met in accordance with his individual set of values. In addition, the worker changes his priorities with changing circumstances. Based on the data analysis and summary of results, it was concluded that: (1) the respondents seemed satisfied with many aspects of their Work, Supervision, and relationships with co-workers; (2) however, there seemed to be lack of opportunity for input and feedback (with supervisors); (3) although many worked much overtime, over two thirds claimed to have no problems with work hours; (4) yet over one half were interested in trying a four-day workweek and flextime; (5) Pay seemed to be a major area of dissatisfaction; (5) with even more dissatisfaction expressed in regard to Promotions—with indications of little opportunity for advancement; (6) those in 'Other' advertising-related positions (as opposed to strictly Retail, Classified or National positions) were consistently the most dissatisfied with all areas of employment; and (9) size of newspaper seemed to have little effect on satisfaction/dissatisfaction (except in the area of Pay (somewhat higher pay with larger newspapers, somewhat greater satisfaction).