No 6: American Newspapers. How They Have Changed and How They Must Keep Changing.

American Newspapers

Leo Bogart. 2005.

The book begins with a discussion of issues in newspaper journalism. Some of these are perennial; others derive from the special situation of a communication medium beset by fierce new competitive challenges. The author goes on to discuss the relationship between the press and the communities it serves, and the dilemmas faced by publishers and editors as new media become more important. The book also shows why journalism education is critical to maintain newspapers´ professional traditions and describes the renewed efforts to find fresh formulas to stave off the erosion of readership. Leo Bogart demonstrates that the relationship between the profession of journalism and the business of newspapers often poses ethical dilemmas.

The author reflects on how the internet creates a new type of competitor but also new opportunities for newspaper organizations to expand their usage and information resources, and compares the situation of American newspapers with that of their counterparts elsewhere in the world.

A number of themes recur throughout this book: the decline of newspaper competition, the unending struggle to maintain journalistic integrity in the face of mounting business pressures, the changed media habits of young people and the rising force of alternative sources of news and information.

This book is thought as a review of Leo Bogart´s thinking about newspapers. The author has brought factual information up to date and eliminated redundancies and allusions that are no longer topical. However, mass communications are changing so rapidly that by the time the reader picks up this book new developments will inevitably top the agenda for discussion. This dynamism is precisely what makes the subject of newspaper´s present struggles and future prospects so fascinating.

In the ever-changing newspaper environment, Leo Bogart combines timeless ideas with fresh thinking to face the future with success.

Table of  contents

In Memoriam

1. Introduction

2. The changes in Journalism

2.1. What is Journalism

2.2. Newspapers and Democracy

2.3. Reading and Voting

2.4. Mass Media and Public Policy

2.5. Bringing the World Home to Readers

2.6. After 9/11

2.7. What Newspapers Do Best

2.8. Journalism and Accountability

3. The Newspaper and its Public

3.1. Journalism and Urbanity

3.2. Leading the Way: The Case of Dallas

3.3. If not Public What?

4. Journalistic Dilemmas

4.1. Journalistic Courage

4.2. “Fairness” or Accuracy?

4.3. What´s Happening to Hard News?

4.4. Making Newspapers More Interactive

4.5. Explaining Entertainment Media Content

5. Journalism Education in the Digital Era

5.1. The Task of Journalism Education

5.2. What New Media Mean for Journalism Education

6. Maintaining Readership

6.1. Young Readers: A lost Generation?

6.2. Winning Young Readers

6.3. Are the New Tabloids a Model?

6.4. Ethnic Readership

6.5. Sunday

6.6. Building Subscription and Single-Copy Sales

7. Does Journalistic Excellence Pay Off?

7.1. Reflections on Quality in Newspapers

8. Using Research

8.1. Why the Census Matters

8.2. Measuring What Newspapers Deliver

8.3. What Numbers Should Count? The Case of NIE

8.4. Reporting Election Polls

8.5. A Research Agenda for Newspapers

9. Newspaper Marketing

9.1. Breaching the Wall

9.2. Aiming the Newspaper at the Customer

9.3. Maintaining Integrity

9.4. Sections

9.5. Tailored Newspapers

10. The Battle for Advertising

10.1. No longer Number One

10.2. Inserts

10.3. When Recession Hits

10.4. Selling Newspaper Advertising

10.5. Grocery Advertising

10.6. Who´s Selling National Ads?

10. 7. Winning More National Advertising

10.8. Does Newspaper Advertising Cost Too Much?

10.9. The Importance of Marketing Intelligence

10.10. Branding Newspapers?

11. The Structure of the Business

11.1. The Changing Structure of the Media System

11.2. Is Media Monopoly a Menace?

11.3. Newspaper Chains

11.4. The Demise of Local Competition

11.5. Can Newspaper Competition be Revived?

11.6. Why Newspapers Must be a Mass Medium?

11.7. Newspaper Associations

12. A Changed Media World

12.1. Enter the Computer

12.2. How Changing Electronic Technology Helps

12.3. Newspapers in the Age of New Media

12.4. The Death of Print, Again?

12.5. Print and Electronics

12.6. The Rise of Newspaper Web Sites

12.7. Classified On Line

13. Where Next?

13.1. Priorities for the Press: How Global?

13.2. Some Questions for Newspapers to Debate

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