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© 2014 by McGraw-Hill Education
Chapter 4
Newspapers
© 2014 by McGraw-Hill Education 4-2
A Short History of Newspapers
• The Earliest Newspapers
Ø In Caesar’s time, Rome had Acta Diurna (actions of the day) Ø It was written on a tablet and posted on wall after each Senate meeting
© 2014 by McGraw-Hill Education 4-3
A Short History of Newspapers
• Today’s newspapers have their roots in the 17th-century Europe’s Corantos—one-page news sheets about specific events
• Diurnals are true forerunners of daily newspaper—a term that entered the English language by the 1660s
© 2014 by McGraw-Hill Education 4-4
A Short History of Newspapers
• Colonial Newspapers Ø Bookseller/print shops posted broadsides
or broadsheets
Ø Boston News-Letter published from 1704 until the Revolution
Ø In 1734 publisher John Peter Zenger criticized that colony’s royal governor and was jailed for seditious libel
© 2014 by McGraw-Hill Education 4-5
A Short History of Newspapers
• Newspapers After Independence
Ø 1790: Bill of Rights
Ø First Amendment reads: “Congress shall make no law...abridging the freedom of speech, or of the press…”
© 2014 by McGraw-Hill Education 4-6
A Short History of Newspapers
• 1798: Congress passed four laws known collectively as the Alien and Sedition Acts; they were not renewed when Congress reconsidered them in 1800
© 2014 by McGraw-Hill Education 4-7
A Short History of Newspapers
© 2014 by McGraw-Hill Education 4-8
A Short History of Newspapers
© 2014 by McGraw-Hill Education 4-9
A Short History of Newspapers
• The Modern Newspaper Emerges
Ø Benjamin Day’s September 3, 1833, issue of New York Sun was the first example of the penny press
© 2014 by McGraw-Hill Education 4-10
A Short History of Newspapers
• Gordon Bennett’s New York Morning Herald pioneered the correspondent system by placing reporters in Washington, D.C., and other major U.S. cities as well as abroad
© 2014 by McGraw-Hill Education 4-11
A Short History of Newspapers
• The People’s Medium
Ø 1827: Freedom’s Journal, the first African American newspaper, was published by John B. Russwurum and the Reverend Samuel Cornish
© 2014 by McGraw-Hill Education 4-12
A Short History of Newspapers
• Chicago Defender published on May 5, 1905
Ø Most influential African American newspaper after Civil War
Ø First Black paper to be a commercial success
© 2014 by McGraw-Hill Education 4-13
A Short History of Newspapers
• The Modern Newspaper Emerges
Ø 1948: Six New York papers decided to pool efforts and share expenses
Ø Other domestic wire services followed: Ø Associated Press (1900) Ø United Press (1907) Ø International News Service (1909)
© 2014 by McGraw-Hill Education 4-14
A Short History of Newspapers
• 1883: Joseph Pulitzer adopted a populist approach and an activist style of coverage
• Yellow journalism Ø Sensationalist news Ø Giant headlines Ø Heavy use of illustrations Ø Reliance on cartoons and color
© 2014 by McGraw-Hill Education 4-15
A Short History of Newspapers
• Between 1910 and early 1940s, subscriptions doubled, and ad revenues tripled
• Beginning of newspaper chains
© 2014 by McGraw-Hill Education 4-16
Newspapers and Their Audiences
• Nearly 50 million newspapers are sold daily in the United States
• 104 million people report reading a paper every day
• Circulation rose from 48 to 62 million between 1945 and 1970
© 2014 by McGraw-Hill Education 4-17
Scope and Structure of the Newspaper Industry
• Over 9,800 newspapers operate in the United States
Ø 15% are dailies
Ø 77% are weeklies
Ø 8% are semiweekly
© 2014 by McGraw-Hill Education 4-18
• Pass-along readership Ø 104 million people a day in touch with a daily Ø 200 million a week in touch with a weekly
• Overall circulation is falling despite a growing population
Scope and Structure of the Newspaper Industry
© 2014 by McGraw-Hill Education 4-19
• Types of Newspapers
Ø National daily newspapers
Ø Large metropolitan dailies Ø zoned editions
Scope and Structure of the Newspaper Industry
© 2014 by McGraw-Hill Education 4-20
• Suburban and small-town dailies • Weeklies and semiweeklies • Ethnic Press • Alternative/Dissident Press • Commuter Papers
Scope and Structure of the Newspaper Industry
© 2014 by McGraw-Hill Education 4-21
Scope and Structure of the Newspaper Industry
© 2014 by McGraw-Hill Education 4-22
Scope and Structure of the Newspaper Industry
© 2014 by McGraw-Hill Education 4-23
• Newspapers account for 17.9% of all advertising spending in the United States
• Biggest advertisers include retail stores and
telecommunications, auto, computer, and entertainment brands
The Newspaper as an Advertising Medium
© 2014 by McGraw-Hill Education 4-24
• 65% of space is given to advertising • 60% is devoted to local retail advertising and
another 25% to classified—mostly local
Scope and Structure of the Newspaper Industry
© 2014 by McGraw-Hill Education 4-25
• 35% of the newspaper not filled with advertising
• Includes content provided by feature syndicates
The News and Feature Services
© 2014 by McGraw-Hill Education 4-26
Trends and Convergence in Newspaper Publishing
• Loss of competition
Ø The industry has seen a dramatic decline in competition
Ø In 1923, 502 American cities had two or
more competing dailies. Today, that number totals fewer than 20, which have separate competing (different ownership) papers
© 2014 by McGraw-Hill Education 4-27
Trends and Convergence in Newspaper Publishing
• Loss of Competition
Ø Very few cities could support more than one paper; a result of circulation and revenue numbers leveling out for urban dailies
Ø 1970 Newspaper Preservation Act, allowed
joint operating agreements—today, six cities have JOAs
© 2014 by McGraw-Hill Education 4-28
Conglomeration: Hypercommercialism, Erosion of the Firewall, and Loss of Mission
• Hypercommercialization
• Erasure of the distinction between ads and news
• Papers may abandon their journalistic mission
© 2014 by McGraw-Hill Education 4-29
Convergence with the Internet
• Fear that newspapers will fail to successfully combat print’s failing business model, as younger readers turn toward free tabloids and electronic media
• The Internet has proven most directly financially damaging on newspapers’ advertising business
© 2014 by McGraw-Hill Education 4-30
Convergence with the Internet
• Only 12% of 10–34-year-olds read dailies
• The Internet empowers readers to control and interact with news; which led to the traditional newspaper reinventing itself by converging with technology
• This marriage of Web and newspapers has not yet proved financially successful for the older medium
© 2014 by McGraw-Hill Education 4-31
Changes in Newspaper Readership
• The shift in tone of modern newspapers is a direct result of changes in nature of newspaper readership • What kind of culture develops on soft news rather than hard news? • What happens to journalistic integrity when front pages are given over to reports of starlets’ affairs, sports heroes’ retirements, and full-color photos of plane wrecks?
© 2014 by McGraw-Hill Education 4-32
Changes in Newspaper Readership
• 56% of tablet and e-reader owners use devices to read the news • 80% of newspapers make content available for mobile devices
© 2014 by McGraw-Hill Education 4-33
Changes in Newspaper Readership
© 2014 by McGraw-Hill Education 4-34
Developing Media Literacy Skills
• Interpreting Relative Placement of Stories
Ø Most important on the earliest pages
Ø Important stories “above the fold” and toward the left of the page
Ø Relative story placement is factor in agenda setting
© 2014 by McGraw-Hill Education 4-35
Developing Media Literacy Skills