Tài liệu môn PR truyền thông - Chapter 4: Newspapers

The Dynamics ofMass CommunicationJoseph R. DominickSeventh EditionPart 2The Print MediaChapter 4NewspapersNewspaper History:Journalism in Early AmericaEarly American Newspaper CharacteristicsFew newspapers existedMost publishers were printers and postmastersNews was not very timelyColonial authority didn’t support a “free press”Noteworthy Colonial NewspapersPublick Occurrences both Foreign And DomestickBoston, 1690, Benjamin Harris, publisher1st American newspaperPublished without authorityUpsets local officials with “scandalous” storyLasts only one issueNoteworthy Colonial NewspapersBoston News LetterBoston, 1704, John Campbell, publisherPublished with royal permissionBland, safe stories; poorly received by publicNoteworthy Colonial NewspapersNew England CourantJames Franklin, publisherpioneers idea papers don’t need official approvalJailed for publishing without prior authorityAppoints brother Ben publisher and paper thrivesNoteworthy Colonial NewspapersPennsylvania Gazette Ben Franklin, publisherProves advertising copy can sell merchandiseShows journalism can be an honorable professionDebuts idea of editorial cartoonsGreatly Improves newspaper readabilityEasier to read type fontsUse of headlinesCleaner, simpler layout designsThe 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 reprintedThe Political Press: 1790 – 1833The 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 pressNewspaper numbers grow rapidly: expensive (six cents) and still targeted to affluent, merchant classBirth of the Mass Newspaper:The Penny Press: 1833 – 1860Prerequisites for mass newspapers:Quick, cost-efficient printing pressesA critical mass of literate customers Significant ContributorsBenjamin Day, 22, starts the New York World Lowers paper price from six cents to one pennyContent centers on sex, crime, and human interestJames Bennett, 1855, the New York HeraldIntroduces financial and sports pagesAdvocates political reform in aggressive editorialsSignificant ContributorsHorace Greeley, 1841, starts the New York Tribune Writing appeals to reader intellect rather than emotionNews and editorials center on crusades and causesHenry Raymond, 1851, starts the New York TimesIntroduces objective and reasoned journalismThe Penny Press changed . . .The basis of a paper’s economic support:from rich subscribers to advertising aimed at a diverse audienceThe pattern of distribution:from mail subscriptions to direct street salesThe way news was collected: thus heralding the advent of professional reportingWhat 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 betterNewspapers Become Big BusinessThe Civil War and the telegraphic dispatch system change the way stories are written: it heralded the start of the lead and inverted pyramid formatsU.S. population doubles between 1870-1900, and circulations boast an overall fivefold increaseThe Post Civil War Newspaper GiantsJoseph Pulitzer, St. Louis Post Dispatch, the New York WorldAims paper at diverse NYC audience, particularly immigrantsStresses simple writing and generous use of picturesEmphasizes accuracy and introduces investigative reportingIncreases ad space and ad rates based on circulationRe-introduces penny press sensationalism into storiesEndorses idea papers should be advocates for public goodSelf-promotes paper with inflated circulation figuresPost Civil War Newspaper GiantsE.W. Scripps, Cleveland, Cincinnati working-class papersPromotes concisely edited news, mostly for blue collar workersHighlights human interest storiesPractices editorial independenceRuns frequent crusades for the working classPioneers concept of chain newspapers (controls 13 at peak)Post Civil War Newspaper GiantsWm. 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 circulationPromotes stories that appeal directly to reader emotionTheir Collective LegacyProfessional writingAggressive reportingInvestigative journalismBanner headlines, pictures, and color printingInjects energy and verve into American journalismEarly Twentieth CenturyOverall TrendsCirculations and profits upNumber of daily and competing papers declineLarge increases in equipment and supply costsAdvertisers prefer big circulation newspapersConsolidation trend grows with chain increasesEarly Twentieth Century (Con’t)Jazz Journalism (1920s)tabloid sized newspaperslavish use of photographsshort, simple writing styleImpact of the Great Depression (1930s)poor economy forces many papers to closeradio emerges as a serious ad competitortabloid journalism rejectedstories begin getting interpretive reporting spinMajor WWI Postwar TrendsEconomics force a trend towards consolidationChain newspapers growCirculation fall behind population growthCities with competing papers fall to 2% Labor and material costs continue to riseTV emerges as serious ad sales competitorContemporary DevelopmentsBirth of USA Today and its influencesShort, easy-to-read storiesSplashy graphics and colorsLots of graphs, charts, and tablesFactoids (boiled down facts, like this list)Rebirth of investigative reporting (Watergate)Advent of Public JournalismMany papers create online editions in late 1990sNewspapers in the Digital AgePortals 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) 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 timelyDefining Features of NewspapersNewspaper Industry Organization Print dailies National newspapers Large metropolitan dailies Suburban dailies Small town dailies Print weekliesPrint 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 slideNational 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 plantsLarge 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 foldSuburban 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 marketsSmall Town Dailies(towns with 100,000 or less populations) Steady but modest circulation gains Continue their role as primary local mass mediumPrint Weeklies Overall numbers remain relatively stableabout 7,900 for last 20 years But circulation has doubled in same periodnow up to 74 million Slim profits make them vulnerable to rising costsThe 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 audienceSpecial-Service and Minority Newspapers African-American press decliningfocus shifts to local news and upscale readers Spanish press growing rapidlysome mainline papers now offer Spanish editions College press strong, becoming attractive marketNewspapers OnlineThe big difference between online and print papers revolves around distribution methods rather than news functionsAdvantages 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 onlineOnline 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 evolveDecline of CompetitionNumber of competing papers continues to decline in all areasJoint-Operating Agreements (JOAs) allow competing papers to merge all but editorial departments to share, cut operating costsGroup Ownership Pros & ConsPros:Bigger financial resourcesCan afford new technologiesCan provide extensive staff trainingLess market pressuresCons:Less diversity of opinionAbsentee ownershipLack of local empathyProfits valued above qualityTendency to avoid controversyProducing the NewspaperKey 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.Newspaper organization varies with paper size, but common job and department functions remain similar.Producing the NewspaperKey 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 distributionNewspaper Organization ChartHow 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 spacefor 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 newsstandsNewspaper EconomicsTwo major revenue sources for newspapers: Advertising: about 80% of total paper revenue Circulation: subscription + single copy salesPotential 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 dollarsDespite this, newspapers remain the most cost-effective way to reach consumers for local advertisersAdvertising 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 revenuesGeneral Expenses News and editorial costs Advertising sales generating expenses Printing + materials (newsprint = 25% of all costs) Circulation and distribution costs General administrative costsGetting FeedbackThe Audit Bureau of Circulation (ABC)Purpose: To certify newspaper circulation figures for accuracy; figures determine advertising rates for advertisersThe ABC audits over three-fourths of all U.S. and Canadian newspapers (about 2,600 newspapers). End of Chapter 4Newspapers