Mass Media notes ch3-4-5-6-7-

Mass Media notes ch3-4-5-6-7- - CHAPTER 3 : NEWSPAPERS •...

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CHAPTER 3 : NEWSPAPERS Importance of Newspapers o Primary mass medium for news Newspaper Industry Dimensions o One out of three people reads a newspaper every day o Newspapers are the medium of choice for more advertising than competing media o Rich mix of content o Unlike radio and television, you don’t have to wait for what you want o Ads in Sunday papers → guide for shopping excursions o Knowledge that the days of ink-on-paper technology are limited, more newspapers have been looking at electronic delivery Newspaper Products Broadsheets o First modern newspapers were pint size o o Broadsheet → a newspaper format w/full-size pages; typically 6 columns wide and 22 or 24 inches long o SAU (standard advertising unit) → a trimmer newspaper broadsheet format with standardized dimensions; introduced in 1980s Tabloid o Tabloid → a newspaper format w/pages half the size of a broadsheet; typically five columns wide and 14 to 18 inches long o 1919 → New York Daily News → 1919 → Photo-Strong Tabloid o Recent years → People prefer compact newspapers o Mario Garcia → world’s leading newspaper designer o Taco Text → you can have a newspaper open and have a taco at Taco Bell without going into other peoples’ space Newspaper Chain Ownership Trend Toward Chains o Late 1889s → William Randolph Hearst → Put together a chain of big-city newspaper o Chain ownership is also coming to dominate weeklies o Gannett Media Conglomerate Grew from 6 newspapers in 1906 to 80 dailies in 1982 Is now a mass media conglomerate Assessing Chain Ownership o Local Autonomy → independence from chain headquarters o Journalistic Emphasis o Profit Emphasis Cutting costs aggressively, reducing staffs and trimming news coverage Only shareholders benefit
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o Abesentee Ownership Top chain executives do not live in the communities that are short-changed by decisions to emphasize low-cost news o Transient Management News executives have short-term goals to look good to their losses so they can get promoted o Weak Entry-Level Salaries Many talented reporters and editors leave newspapers for more lucrative jobs in PR and other fields o High Newsroom turnover National Dailies o Two firmly established dailies → USA Today, founding in 1982, and the Wall Street Journal USA Today o Has built its circulation mostly on single-copy sales and bulk sales, not individual subscriptions o Allen Newharth → founder o 1999 → Karen Jurgensen, editor → Scoop competitors on major stories o USA Today came at a time when most newspapers were trying to distinguish themselves from television news Wall Street Journal o o 1889 → Wall Street Journal was founded o Barney Kilgore → expanded the Wall Street Journal Christian Science Monitor o Mary Baker eddy → found of the Christian Science Faith
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Mass Media notes ch3-4-5-6-7- - CHAPTER 3 : NEWSPAPERS •...

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