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Here is the PowerPoint outline for Chapter 9. Don't forget the application assignment at the end.
Decline of Newspapers
• Due to competition with other media
• Decline in readership
• Decline in the habit of reading the newspaper
• Yet surviving newspapers are profitable
Types of Newspapers
• Weekly and semiweekly
• Daily
– Often operating under joint
operating agreement
• Niche newspapers
– Shoppers
– College
– Ethnic
Advertising and Newspaper
• Local
• National
• Classified
• Inserts
Production and Newspaper Industry
• 40% of space is editorial (anything that is not advertising)
• 60% is advertising
How to Fill the Newshole
• Editor
– Managing editor
• General assignment reporter
• Beat reporter
• Freelancer and stringer
– Wire services for hard news
– Syndicates for soft news
• Copy editor
Distribution
• National newspapers (USA Today, Wall Street Journal, New York Times) use satellite feeds to send dummy
of newspaper to various printing presses around the country
• Some newspaper chains buy papers adjacent to each other
– This creates savings in production and distribution
Total Market Coverage
•
Newspapers like to achieve total market coverage
•
However advertisers are skeptical of newspaper coverage
•
Newspapers favor the suburbs and the subscriber because advertisers favor
these markets
•
As a result, inner city may get over looked
in coverage
Newspapers on Web
• Just about every newspaper has a
web presence
– Ranging from headline listing
– To full text of articles
– To sites accessible only to those who pay extra (Wall Street Journal)
• Web sites have not decreased readership
The Future
• USA Today design has been
very influential
– Color and shorter pieces
• All papers have been issuing more and more special sections
• Civic journalism calls for more solution oriented reporting
APPLICATION
EXERCISE:
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