Newspapers NOT a deadwood medium Why all the worry? -competition -with every new medium comes dire predictions for the old -newspapers have --and will-- change to survive *newspapers made tremendous amount of profit -William randolph Hurst **look up in book -there was a big barrier to entry (hard to get into industry) -now it is gone (internet) Newspapers are profiteable -newspapers get the 2nd highest share of advertising dollars -direct mail (junk mail) gets the biggest share of advertisers dollars -advertisers LIKE newspaper readers -hot medium: more engaged readers -a medium that caused you to be more engaged cool medium: -doesn't cause you to think about it all that much -more educated -more income -more likely to own their home -more responsible jobs: more power newspapers are read* -weekday readership stands at 46% of the total adult (18+) population -on an average weekday, 99.7 million adults in the U.S. read an issue of a daily -Sunday readership stands at 55% of total adults -this translates into a nationwide audience of more that 116 million newspaper readers on average Sunday Newspaper terms** -broadsheets -full-sized newspaper -ex: daily beacon -tabloids -refers to the size of a newspaper -half-size newspaper -not necessarily scandal sheet newspaper by the parts the news hole -ads go in first -the space left is 30-40% (70% ads) -the news hole is the space that is left when the ads go in **the size of a newspaper or magazine is determined by the number of ads in the newspaper newspaper by the trends -shift from evening to morning (evening newspapers used to be much more popular) -TV and nature of our workforce caused evening newspapers to die off -fewer dailies -more ways for advertisers to spend their dollars (TV, radio, etc.) -more sunday editions -more suburban weeklies -more online content -shovel wear (take info. from print and shovel it online) -didn't really work...realized it needed to be a little different from print -consolidation -bigger newspapers buying up smaller newspapers -fewer media owners (may be one group who own a lot of newspapers) -clustering -group newspaper ownership into a geographic area -benefit of clustering is ad sales -cross-ownership -owning more than one type media within a market -ex: owning a newspaper and a radio station -FCC : doesn't want there to be some huge media monopoly-regulates that -convergence -all types of media coming together i.e. pictures, text, etc. -commoditization -consumers today treat news like a commodity, they are not brand loyal -people go around all day snacking on news GUEST SPEAKER** Cathy Cooper -CIMBA Italy Program -consists of 30+ accredited universities -highlights -located in paderno del grappa -exposure to italian companies -full-service campus -courses taught in english -lots of built-in travel Semester -13 weeks -12-18 credits -over 25 days of travel -leadership development summer -4 weeks -take 6 credits -3 travel weekends -built-in excursions Financial Aid -yes, financial aid does apply -need and merit based awards available -resident intern positions ** apply on-line at www.cimbaitaly.com Oct. 15 for summer '10
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