Exam 2 Study Guide I. NewspapersFacts to know:9,800 newspapers are operating in the US.The vast majority of newspapers (77%) are published weekly.Only 15% of newspapers are dailies.Currently, there are about 130 million papers in circulationHowever, this number increases to about 200 million with Pass–along readership.There are about 400 newspapers specifically target towards the African American audience.200 bilingual papers that includes languages such as Spanish, Italian, French and Arabic.2011: 1,382 dailies operating in the USDaily newspapers has seen a steady decline since the 20th centuryIn 1923, 502 cities had at least two competing newspapers but today there are only 20.This is due to a lack of financial support because of lack of circulation and the loss of advertisement126 newspaper chains control over 80% of the daily papers.Congress tried to reverse this by passing the 1970 Newspaper Preservation Act.65% of the space used in newspapers consists of advertisements.Most Americans are more likely (41%) to result to newspaper when looking to make a purchase rather then the Internet.Types of newspapersNational Daily Newspapers:These papers are published 5 times a week.Important Daily Newspapers1) Wall Street Journal (1889) – founded by Charles Dow & Edward Jones2) USA Today (1982)Suburb Daily WeekliesThese papers are printed as zone editions and are overall most successful because the advertisements can be focused on a special target audience located in those zones.Alternative Press PapersThese papers seek to avoid heavy focus on political and business topics and focus more on local events, art exhibits, personal classified ads.Dissident Press PapersThis is the opposite of alternative press papers. These papers focus more on politics and business issues. Both Alternative Press and Dissident press papers seem to avoid the decrease in readership compared to the weeklies and typical dailies.Commuter PapersThese papers focus on reaching the most segmented audience such as young readers. They try to target young readers with advertisements and also hope to develop reading habits that will convert them into serious readers, as they get older.Who is reading the newspaper? What are they reading? Trends to know!As you get older you are more likely to read the newspaper.People older then 65+ read the most.Caucasians are more likely to read newspapers.The more educated you are the more you are likely to read newspapers.Men are more likely to read newspaperWomen are more likely to read on Sunday (Coupons)People tend to read the front page, then local news, sports and finally entertainment.What’s a chapter in this book without the discussion of Convergence? What to know about convergence!Newspapers are trying to figure out how to make money online in order to keep up with the demands of technology. However, one print subscription is 20 times more revenue then an online subscription. So, how are newspapers making up for this difference and why this is true?Why?There is less space in print ads, therefore more demandPrint is permanent while online ad come and go within secondsThe ads are interactive because they are hard copies and can be referred to again at a later time.The fix?Newspapers are now entertaining the idea of online subscriptions called Pay walls.They are also implementing the idea of mobile subscriptions for cell phone users.However, statics show that 77% of online users said they would never pay for online newspapers.Advertisement in Newspapers!Three reasons why newspaper generates revenue in advertisement: (35 billion a year from advertisement)1) Newspapers have more reach with over 5 out 10 American reading the paper, similar to super bowl ads2) Newspapers reach the target audience with the deposable income advertisement are trying to reachWhite-collar employees (79%)Income over $100,000 (82%)College Graduates (84%)3) Newspaper has a more local nature such as movie deals, car dealership ads and grocery coupons.However, newspapers are losing money to websites like craigslist, monster, and cars to find information that was previously only available in printed classified ads.Conglomeration!Can results in just making profits rather then professionalism, such as trying to gain the attention of younger reader by focusing on soft news rather then hard news and dialing down the reading intensity of newspapers.The reliance on wire services leads to the decline in local reporting.Newspaper is turning away from being the fourth estate and less objective because the voice is now concentrated into the hands of the few.Papers are starting to rely on more on general stories rather then local news making most national papers obsolete because the information can be found other places.The Newspapers now have control over what we think about and this is called agenda setting.Top five Newspaper chains:1) Media News group2) Gannett3) McClatchy4) New York Times5) HearstSummary of the Newspaper RevenueThe newspaper business we know today is struggling. It is experiencing a constant down shift in sales as the readership of newspaper across the country continues to decrease. There has been a gradual shift from print to online in the newspaper industry in order to keep up with technology. The online advertising shift is slowly increasing however not enough to keep up with the loss being experience in print revenues. Therefore, the newspaper industry is losing profits, which is catalyzing job lost. The less people read, the less the demand for newspapers, which means less profit, is being made, therefore resulting in fewer jobs in the news industry.II. BOOKSHistory of Books:During the colonial and revolutionary American (Mid 17th to Late 18th Century) period because of government control over book, only a few books were published and most of them were religious text.There were three main reasons why early settler did not read:1. Books were seen as a sign of wealth because they were expensive2. Settlers had to work hard in order to maintain living, therefore they had little leisure time to read3. Books weren’t very portable and extremely heavy.In March of 1765, the government wanted to implement the Stamp Act, which was design to reimburse money lost in the French and Indian war and also to help control and limit expression. This tax was too steep for printers so they started to revolve by printing anti- tax documents, which lead to the anti-British climax.Important radical prints
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