Why specialization worked for magazines 1 Specialized audiences were willing to pay more 2 Specialized audiences have lower churn rate churn percentage of people who don t re subscribe to a magazine Smaller number is cheaper and more stable 3 Advertisers are willing to pay more to reach narrow audience Cost per thousand is more efficient Led to magazine as a specialized medium Purpose of ownership restrictions 1 ensure diversity multiple voices ideas in the market place a very few tv and radio stations owned by people of color ceos news directors b more likely to have different views out there if have diff kinds of people making men those decisions 2 3 localism encourage local ownership of media competition cheaper prices for audiences whose stories don t you see very much in mainstream media gays offending audiences and advertisers ellen degeneres came out on show pulled her from it from a business point of view why wouldn t they decide to have a show about asians bc its a small minority don t have a lot of political standpoint native americans Broadcast structure set 1 Broadcasters are private commercial for profit enterprises 2 Gov t regulation in public interest a bbc british Broadcasting company like the radio popular in britain i private won out debate 3 stations were licensed locally but networks provided the most programming 4 entertainment and info was basic broadcast content bbc focused on the light side of 5 Advertising was the basic financial support local ads around you would promote local things business essay questions Libertarian Theory libertarian theory of the press all ideas even false ones deserve to circulate on a free society people should be able to publishers anything whether it s true or not truth will come out eventually no restrictions on mass media Libertarian thinks things should be published no matter what and nothing should supports highest degrees of press freedoms no restrictions placed on the mass media look at book libertarian theory should be able to publishers g true or not truth will come out no restrictions on mass media no censorship should be able to publish anything bring us to indecency and be withheld obscenity means government cannot restrict speech except under very limited circumstances prior restraint give publishers the freedom to do what they want including suppress speech they don t like democracy best served by an active free press that can challenge any powerful interest and bring matters to the public s attention w o govt interference suggests that even awful stuff be available to the public crush videos pple aroused by watching small animals be crushed by women in high heels videos protected first amendment speech suggests that the way to combat speech you don t like is with more speech Social Responsibility Theory Media should operate in the public interest Act as a check on abuse by government but also by other powerful institutions Be inclusive of all citizens spread unpopular but necessary content Refrain from spreading harmful or exploitive content even if profitable counter to what libertarian theory represents and believes is the correct way of doing things believes the media should operate in the public interest and should be a checker for abuse by the government The biggest thing to remember is that social responsibility supports refraining from disseminating harmful or exploitive content regardless of the potential money that could be made Social responsibility theory is more conscious of the negative effect certain things can have on people if they are published like things that are graphic social responsibility theory war of the world s example people freaking out put limitations on what you can say for the greater good how they use the press to keep an eye on the branches of govt hays office motion picture industry self regulates will hayes republican national committee chair created pr division of company Changes brought on by new communication technologies Changes to old media when new communication media emerge technology internet changed everything music industry shift to internet apps itunes ruin record industry m cds radio and broadcast issues news newspapers mags main issues l print advertising key money maker lost half of ad revenue in 8 years TV changed everything It offered a national audience with moving visuals at a cheaper cost per thousand CPM how much does it cost to reach a thousand people ads for free rely on internet apps iphones apps online instead of physical papers advertising declined Implications of advertising and ownership s effect on content in a commercial system Significant changes to the film industry since 1977 Merchandising and licensing video and cable return of movies for older people international releases product placement Libertarian Theory All ideas even false ones deserve to circulate in a free society because people should have access to any idea that might help them In a free society the truth will eventually emerge from the clash of ideas Give publishers the freedom to do what they want Suggests that democracy is best served by an active free press that can challenge any powerful interest and bring matters to the public s attention Suggests that even awful stuff should be available to the public Suggests that the way to combat speech you don t like is with more speech Short answer production of money authoritarian libertarian theory media theories impulses to keep info contained new vs old technology