COMM 121 1st Edition Lecture 6Last Lecture Notes Outline:I. Media history vs. media historiographyII. Major approaches to media historyIII. Medias affect on reorganizationIV. Timeline of the birth of different media formsV. Cultural and economic factors influencing newspaper developmentVI. From “specialist” to mass pressVII. From traditional to industrial modes of livingVIII.A socio-cultural conclusionCurrent Lecture Notes Outline:I. Dallas Smythe quoteII. 2 social roles for mass-audience newspapers in the late 19th centuryIII. Why Pulitzer was so popularIV. Contrast of New York Times, an “informational” profileV. Schudson’s conclusionVI. Consequences of ad-based newspaper industryVII. Cost per Thousand (CPM)VIII. Business outcome in DC, 1970IX. Big economic implications for newspapersX. New contextsXI. Sean Carton quoteCommunications 121 – Lecture on Tuesday 2/10“Back to Print and the Late 19th C Newspaper” Expanding the audience as revenue strategy; where things are nowI . Quote Sheet Week 4: Dallas Smythe on using newspaper and magazines as marketingtools in the late 19th century. Views Pulitzer and material like it as: “a marketingmechanism to produce readerships for sale to advertisers, the mass media had beensystematically innovated.”II . 2 social roles for mass-audience newspapers in the late 19 th century:“Commercial” and “informational”“Commercial”: content framed as stories, entertainment- E.g. 1880s: New York World (Pulitzer’s paper)- 1600% readership increase from 1883-86: why?III. Why Pulitzer was so popular:- Political sympathies were Democratic (like most New Yorkers). It was not strivingtoward equal time or representation; it was very left wing.- Business acumen: dropped subscription cost to 1 penny.- Sensationalism: as subject matterandvisual style of the papero Splashy, “bawdy” contento Crime, scandal, high society “dish”o But in 1880s newspapers, it also meant bold self-advertisement, e.g.publishing circulation rates and information about advertising volumeon the front page of the papero Sensational style caters to middle class commuters and working classreaders, including many immigrant communities (this was a verydiverse time – about 20 different language dialect communities in NewYork at this time)IV. Contrast with New York Times, an “informational” profile:- “We aren’t who you come to for scandal, we are who you come to for facts.”- Defined and promoted itself as “factual” and “responsible” against the style of theNY World (“distinction in the marketplace”)- Became a “badge of respectability” especially for affluent and elite readers.o The NY Times new this and actively grew their advertisers with thoseelite readers in mindNYW vs. NYT: a late 19th century battle between definitions of “high” culture and “low”cultureV . Schudson’s conclusion?- “The moral war between information and story journalism is a cover for classconflict.”- The relationship continued to play out between papers and within papers throughoutthe 20th century.- Partly a matter of circulation as revenue source: the value of “more readers” and of“more of a particular kind of reader”- “A cultural battle on top of an economic concern.”VI . Consequences of ad-based newspaper industry:- Emphasis on circulation for the survival of papers as firms.- Circulation important for subscription revenue, but even more so for bootingadvertising rates.VII . “Cost per thousand” (CPM):E.g. Washington, DC 1970 -- Washington Post (circ. 500,000)- Washington Star (circ. 300,000)- Washington News (circ. 200,000)Which paper will have the highest advertising rates?Post:(can charge more for biggest readership) $16,676 for full pageStar:$12, 634News:$9, 676*Advertisers would go with the more expensive rates because when doing out the math ofthe CPM, the higher rates have the better value in terms of exposure to an advertisingcampaign. Which paper will have the highest CPM?Post: $16,676 divided by 500 = 33.35Star: $12, 634 divided by 300 = 42.11News: $9, 676 divided by 200 = 48. 38*Post is the most cost efficient even though it is also the most expensive.How to find CPM:Cost of Ad divided by Total # of viewers/readers divided by 100VIII . Business outcome in DC, 1970?- News out of business in 1972- Star out of business in 1981- Washington, DC becomes a one-newspaper town (Quote Sheet Week 4: BenBagdikian on 1-newspaper cities in the early 1980s. The main idea is to see thatdriven by the circulation war we see the emergence of 1-newspaper cities and the riskthat puts on the disappearance in diversity of information, opinion, andentertainment.)IX . Big economic implications for newspapers:- Ownership shifted from individuals like Pulitzer to firms owning multiple dailies.- Chart of Leading U.S. Newspaper Companies, by Daily Circulation, 2011 (Croteauand Hoynes, p. 36 and p. 37 table 2.1)- Decline in number of newspapers in the US: broad pattern of “one newspapertowns”- A problem? Why? (Think pre internet)o Diversity of outlets and owners preserves diversity of contentX. New Contexts:- 2005: News story from NPR on firing editorial staff at major metropolitan dailynewspapers (find link on Moodle)- 2011: CPMs are “pricing print newspapers out of the market”Average Online CPM: $2.52 (estimate from U Missouri study)Social Media CPM: $.60Newspapers CPM: $6.99XI. Quote Sheet Week 4: Sean Carton – Business ConsultantLoss of geographic exclusivity, readership, and reader content due to the