The Dynamics of Mass Communication

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The Dynamics of Mass Communication
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The Dynamics of Mass Communication Chapter 1 Communication: Mass and Other Forms The Dynamics of Mass Communication Seventh Edition Joseph R. Dominick

Part 2 The Print Media

Chapter 1 Communication: Mass and Other Forms Newspapers

Newspaper History: Journalism in Early America Chapter 1 Communication: Mass and Other Forms Newspaper History: Journalism in Early America Early American Newspaper Characteristics Few newspapers existed Most publishers were printers and postmasters News was not very timely Colonial authority didn’t support a “free press”

Noteworthy Colonial Newspapers Chapter 1 Communication: Mass and Other Forms Noteworthy Colonial Newspapers Publick Occurrences both Foreign And Domestick Boston, 1690, Benjamin Harris, publisher 1st American newspaper Published without authority Upsets local officials with “scandalous” story Lasts only one issue

Noteworthy Colonial Newspapers Chapter 1 Communication: Mass and Other Forms Noteworthy Colonial Newspapers Boston News Letter Boston, 1704, John Campbell, publisher Published with royal permission Bland, safe stories; poorly received by public

Noteworthy Colonial Newspapers Chapter 1 Communication: Mass and Other Forms Noteworthy Colonial Newspapers New England Courant James Franklin, publisher pioneers idea papers don’t need official approval Jailed for publishing without prior authority Appoints brother Ben publisher and paper thrives

Noteworthy Colonial Newspapers Chapter 1 Communication: Mass and Other Forms Noteworthy Colonial Newspapers Pennsylvania Gazette Ben Franklin, publisher Proves advertising copy can sell merchandise Shows journalism can be an honorable profession Debuts idea of editorial cartoons Greatly Improves newspaper readability Easier to read type fonts Use of headlines Cleaner, simpler layout designs

The Beginnings of Revolution Chapter 1 Communication: Mass and Other Forms The Beginnings of Revolution Zenger trial: “truth” becomes legitimate libel defense Partisan papers support diverse political positions 1765 Stamp Act spurs strong partisan reactions Declaration of Independence widely reprinted The Beginnings of Revolution   . the John Peter Zenger trial: “truth” wins out as a defense against libel . the political or partisan press newspaper (papers that openly supported a particular party, faction, or cause) and their role in the Revolutionary War . the 1765 Stamp Act (taxation without representation) . Mary Katherine Goddard’s Maryland Journal; publishes Declaration of Independence in 1777 with signers’ names; one of 30 women printers and publishers in the colonial press era

Chapter 1 Communication: Mass and Other Forms The Political Press: 1790 – 1833 The Federalists Debates: What is the rightful role and powers limits of the Federal Government? First Amendment: Bill of Rights ratified in1791; guarantees freedom of the press Newspaper numbers grow rapidly: expensive (six cents) and still targeted to affluent, merchant class The Political Press: 1790-1833 . Federalists v anti-Federalists: rightful role and powers of federal government . First Amendment; Bill of Rights, guarantees press freedom; ratified in 1791 . Growth of early U.S. newspapers and their targeted audience . Papers grow rapidly; most cities have dailies, towns weeklies; read mostly by the upper socioeconomic class. Papers cost six cents (pint of whiskey goes for five cents); most news centers on business, political debates, speeches, new laws, and official messages . Anne Royall, first woman political journalist; her two Washington papers center on political infighting and issues . Freedom’s Journal, first of 40 black papers before 1860; John Russwurm, publisher . the Cherokee Phoenix (Georgia) and the Cherokee Advocate (Oklahoma); published in both Cherokee and English

Birth of the Mass Newspaper: The Penny Press: 1833 – 1860 Chapter 1 Communication: Mass and Other Forms Birth of the Mass Newspaper: The Penny Press: 1833 – 1860 Prerequisites for mass newspapers: Quick, cost-efficient printing presses A critical mass of literate customers

Significant Contributors Chapter 1 Communication: Mass and Other Forms Significant Contributors Benjamin Day, 22, starts the New York World Lowers paper price from six cents to one penny Content centers on sex, crime, and human interest James Bennett, 1855, the New York Herald Introduces financial and sports pages Advocates political reform in aggressive editorials

Significant Contributors Chapter 1 Communication: Mass and Other Forms Significant Contributors Horace Greeley, 1841, starts the New York Tribune Writing appeals to reader intellect rather than emotion News and editorials center on crusades and causes Henry Raymond, 1851, starts the New York Times Introduces objective and reasoned journalism

The Penny Press changed . . . Chapter 1 Communication: Mass and Other Forms The Penny Press changed . . . The basis of a paper’s economic support: from rich subscribers to advertising aimed at a diverse audience The pattern of distribution: from mail subscriptions to direct street sales The way news was collected: thus heralding the advent of professional reporting What news content should be: from the concerns of the elite class to the affairs of the middle class. News becomes a commodity, and the fresher the better

Newspapers Become Big Business Chapter 1 Communication: Mass and Other Forms Newspapers Become Big Business The Civil War and the telegraphic dispatch system change the way stories are written: it heralded the start of the lead and inverted pyramid formats U.S. population doubles between 1870-1900, and circulations boast an overall fivefold increase

The Post Civil War Newspaper Giants Chapter 1 Communication: Mass and Other Forms The Post Civil War Newspaper Giants Joseph Pulitzer, St. Louis Post Dispatch, the New York World Aims paper at diverse NYC audience, particularly immigrants Stresses simple writing and generous use of pictures Emphasizes accuracy and introduces investigative reporting Increases ad space and ad rates based on circulation Re-introduces penny press sensationalism into stories Endorses idea papers should be advocates for public good Self-promotes paper with inflated circulation figures

Post Civil War Newspaper Giants Chapter 1 Communication: Mass and Other Forms Post Civil War Newspaper Giants E.W. Scripps, Cleveland, Cincinnati working-class papers Promotes concisely edited news, mostly for blue collar workers Highlights human interest stories Practices editorial independence Runs frequent crusades for the working class Pioneers concept of chain newspapers (controls 13 at peak)

Post Civil War Newspaper Giants Chapter 1 Communication: Mass and Other Forms Post Civil War Newspaper Giants Wm. Randolph Hearst, San Francisco Examiner and the New York Journal. Also real-life basis for Citizen Kane film. Relies on sensationalized news dealing with death, dishonor, and disaster (yellow journalism) to boost circulation Promotes stories that appeal directly to reader emotion

Their Collective Legacy Chapter 1 Communication: Mass and Other Forms Their Collective Legacy Professional writing Aggressive reporting Investigative journalism Banner headlines, pictures, and color printing Injects energy and verve into American journalism

Early Twentieth Century Chapter 1 Communication: Mass and Other Forms Early Twentieth Century Overall Trends Circulations and profits up Number of daily and competing papers decline Large increases in equipment and supply costs Advertisers prefer big circulation newspapers Consolidation trend grows with chain increases

Early Twentieth Century (Con’t) Chapter 1 Communication: Mass and Other Forms Early Twentieth Century (Con’t) Jazz Journalism (1920s) tabloid sized newspapers lavish use of photographs short, simple writing style Impact of the Great Depression (1930s) poor economy forces many papers to close radio emerges as a serious ad competitor tabloid journalism rejected stories begin getting interpretive reporting spin

Major WWI Postwar Trends Chapter 1 Communication: Mass and Other Forms Major WWI Postwar Trends Economics force a trend towards consolidation Chain newspapers grow Circulation fall behind population growth Cities with competing papers fall to 2% Labor and material costs continue to rise TV emerges as serious ad sales competitor

Contemporary Developments Chapter 1 Communication: Mass and Other Forms Contemporary Developments Birth of USA Today and its influences Short, easy-to-read stories Splashy graphics and colors Lots of graphs, charts, and tables Factoids (boiled down facts, like this list) Rebirth of investigative reporting (Watergate) Advent of Public Journalism Many papers create online editions in late 1990s . rebirth of investigative reporting (influenced by Watergate) . advent of Public Journalism (holds that papers should try to help communities solve problems and encourage active involvement in political process) . late 1990s sees many newspapers produce parallel online editions

Newspapers in the Digital Age Chapter 1 Communication: Mass and Other Forms Newspapers in the Digital Age Portals and Web Partners (welcome to our world) E-Commerce (getting into online retailing) Handheld Media (wireless media and PDAs) Siphoning Dilemma (keeping what you already have) In a rush not to be left behind in terms of advertising revenue or readership figures, many newspapers jumped into setting up their own websites. For the first few years, these web sites were merely unprofitable shadows of their traditional hard copy versions.   Portals and Partners All that began to change in the late 1990s as papers gained experienced in web publishing. Many papers created their own portals (one of the first screens users see as they surf the Net). Portals feature links to a variety of products, services, and information sources; the more people who begin their surfing at a portal, the more revenue the web publisher generates in the form of banner advertising. Several papers have, like chain newspaper groups, partnered up in forming web portals and shared classified advertising databases. E-Commerce Newspapers have only begun experimenting with online retailing (e-commerce), providing services and merchandise through their portals such as banner ads (web links that take a user directly to a retailer or service provider’s website), online product delivery services, and, in some cases, direct retail sales of various merchandise on their own. Handheld Media Newspapers have also begun to explore new distribution avenues such as Internet-enabled cell phones and PDAs (personal digital assistants). As the number of consumers with wireless access to communication networks approaches the 100 million mark, their numbers represent a potentially lucrative distribution outlet for news, services, and advertising. The Siphoning Dilemma One serious adaptation problem facing newspapers is how to continue to provide attractive, useful—and free—websites that complements their print version rather than siphoning off their paying print subscribers. The answer will undoubtedly come through the same process of adaptation that newspapers underwent after the advent of radio, then television.

Chapter 1 Communication: Mass and Other Forms Defining Features of Newspapers Diverse content Convenient packaging Best media for local news and advertising Serve as primary historical document Perform key “Watch Dog” role for society News is timely

Chapter 1 Communication: Mass and Other Forms Newspaper Industry Organization Print dailies National newspapers Large metropolitan dailies Suburban dailies Small town dailies Print weeklies

Chapter 1 Communication: Mass and Other Forms Print Dailies Dailies continue slow decline in total numbers National circulation totals continue to slide circulation = subscription + newsstand sales; forms basis of advertising revenue rates Ratio of readers to population continue to slide Print Dailies   . dailies continue a slow decline (1483, down 5 percent from 1996) . circulation = subscription + newsstand sales; basis of advertising rate revenues . national circulation totals (56 million) continue slide from 1965-1999 . with population increases, ratio of readers to population continues decline also

Chapter 1 Communication: Mass and Other Forms National Newspapers Only a handful exist USA Today Wall Street Journal New York Times Christian Science Monitor Aimed at national audiences Satellites send publishing info to regional plants

Chapter 1 Communication: Mass and Other Forms Large Metropolitan Dailies Circulation declines continue (though populations up) Dropping figures due in large part to: suburban migrations increased production costs increased competition from all other media Alarming number of older papers continue to fold

Chapter 1 Communication: Mass and Other Forms Suburban Dailies Continue to enjoy steady circulation growth Profits mirror affluence of malls and populations Metro papers fight back with “zoned” editions Some suburban papers entering urban markets Suburban Dailies   . 12 percent of newspapers published in cities with 100,000–500,000 populations, but that accounts for 40 percent of the total national circulation . they continue to enjoy steady circulation growths (up 1/3 from 1987-1999) . profit growth parallels economic base of mall merchants and affluent populations . big city dailies fighting back with “zoned” suburban editions; some suburban dailies reciprocating by entering traditionally urban markets

Chapter 1 Communication: Mass and Other Forms Small Town Dailies (towns with 100,000 or less populations) Steady but modest circulation gains Continue their role as primary local mass medium

Chapter 1 Communication: Mass and Other Forms Print Weeklies Overall numbers remain relatively stable about 7,900 for last 20 years But circulation has doubled in same period now up to 74 million Slim profits make them vulnerable to rising costs

The Effort to Recapture Readers: Tactics and Trends Chapter 1 Communication: Mass and Other Forms The Effort to Recapture Readers: Tactics and Trends Better eye appeal: vivid colors and splashy graphics Writing style: shorter stories, summaries, and sidebars Content: more lifestyle and utilitarian stories Editorial emphasis: on the under-35 audience

Special-Service and Minority Newspapers Chapter 1 Communication: Mass and Other Forms Special-Service and Minority Newspapers African-American press declining focus shifts to local news and upscale readers Spanish press growing rapidly some mainline papers now offer Spanish editions College press strong, becoming attractive market

Chapter 1 Communication: Mass and Other Forms Newspapers Online The big difference between online and print papers revolves around distribution methods rather than news functions Advantages of Online Papers No limits on story length or number of pictures Can be continually, easily, and inexpensively updated Offers readers several ways to interact online

Chapter 1 Communication: Mass and Other Forms Online Newspaper Profiles: 1,100 papers now online 148 of 150 top papers active Staffs smaller, younger, less traditionally oriented Vary widely in size, mission, complexity Role, culture, and traditions continue to evolve

Decline of Competition Chapter 1 Communication: Mass and Other Forms Decline of Competition Number of competing papers continues to decline in all areas Joint-Operating Agreements (JOAs) allow competing papers to merge all but editorial departments to share, cut operating costs

Group Ownership Pros & Cons Chapter 1 Communication: Mass and Other Forms Group Ownership Pros & Cons Pros: Bigger financial resources Can afford new technologies Can provide extensive staff training Less market pressures Cons: Less diversity of opinion Absentee ownership Lack of local empathy Profits valued above quality Tendency to avoid controversy

Producing the Newspaper Chapter 1 Communication: Mass and Other Forms Producing the Newspaper Newspaper organization varies with paper size, but common job and department functions remain similar. Key Staff Positions: Publisher: CEO of entire paper; sets policy Editor: Oversees and helps set editorial direction Managing Editor: in charge of day-to-day operations Dept. Editors: Wire, Copy, City, Sports, Business, etc.

Producing the Newspaper Chapter 1 Communication: Mass and Other Forms Producing the Newspaper Key Department Functions: Advertising: Responsible for selling all ad space Business: Covers administrative side of paper Circulation: Promotes circulation and newsstand sales News-Editorial: News, features, editorials, graphics, letters Production: Printing and distribution

Newspaper Organization Chart Chapter 1 Communication: Mass and Other Forms Newspaper Organization Chart

How a Paper Gets Published, Step-by-step Chapter 1 Communication: Mass and Other Forms How a Paper Gets Published, Step-by-step News culled and written up from two main sources: Local leads Wire Services Sold ad volume determines “newshole,” (the available space for the news and features; newshole size varies daily) Stories, graphics trimmed to fit newshole Copy sent to composing room, then to printing presses Papers distributed to home and newsstands Online paper approach differs without concern for limits on deadlines, space, pressroom pressures, or graphics. In addition, an online paper can employ multimedia links to relevant sound and video clips

Chapter 1 Communication: Mass and Other Forms Newspaper Economics Two major revenue sources for newspapers: Advertising: about 80% of total paper revenue Circulation: subscription + single copy sales The cost-cutting measures introduced in the late 1990s within newspapers (downsizing work forces, mergers, automation, reduced inventories, and equipment upgrades) have put the industry in good financial health with average pretax profits running around 20 percent (compared to 13 percent for other industries as a whole). Online papers, however, continue to be a revenue drain.

Potential Profit Problems Chapter 1 Communication: Mass and Other Forms Potential Profit Problems National circulation figures continue to decline Percentage of people who read papers declining National literacy rate declining Local ad competition increasing from other media Newsprint prices unstable, often increasing Growing competition for classified ad dollars Despite this, newspapers remain the most cost-effective way to reach consumers for local advertisers

Advertising Revenue Sources Chapter 1 Communication: Mass and Other Forms Advertising Revenue Sources National advertising: about 8% of ad revenues Local advertising: about 45% of ad revenues Classified ads: about 40% of ad revenues Preprinted inserts: about 7% of ad revenues

Chapter 1 Communication: Mass and Other Forms General Expenses News and editorial costs Advertising sales generating expenses Printing + materials (newsprint = 25% of all costs) Circulation and distribution costs General administrative costs

Chapter 1 Communication: Mass and Other Forms Getting Feedback The Audit Bureau of Circulation (ABC) Purpose: To certify newspaper circulation figures for accuracy; figures determine advertising rates for advertisers The ABC audits over three-fourths of all U.S. and Canadian newspapers (about 2,600 newspapers). Created in 1914 to stop claims of inflated circulation figures (important since advertisers are attracted to big circulations, and ad rates are tied to circulation numbers). Publishers submit detailed circulation figures twice yearly to the ABC; the ABC then conducts an annual audit to determine the accuracy of the figures submitted. Newspaper Audiences   . total national newspaper circulation runs about 56 million copies delivered daily . circulation totals sliding since 1970 even though population continues growing . percent of adult readers declining: 80 percent in 1960s, but only 57 percent in 2000 . biggest declines in the 18-44 age group, non-college graduates, and urban audiences Possible causes for circulation declines have been attributed to the increased mobility of Americans, the increase in single-person households, more expensive subscriptions and per-copy prices, general decline in reading ability among younger people, and competition from other media, particularly online information sources and all-news networks such as CNN.

End of Chapter 4 Newspapers