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

2. Part 2
The Print Media

3. Chapter 1 Communication: Mass and Other Forms
Newspapers

4. 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”

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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:
. 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

11. 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

12. 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

13. 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

14. 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

15. 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 , and circulations boast an overall fivefold increase

16. 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

17. 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)

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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.

25. 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

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

27. 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
. with population increases, ratio of readers to population continues decline also

28. 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

29. 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

30. 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 )
. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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.

40. 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

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

42. 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

43. 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.

44. 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

45. 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

46. 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

47. 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 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.

48. End of Chapter 4 Newspapers