newspaper's main product is NOT
news or information.
IN THE INFORMATION AGE
For more than
the newspaper industry has been losing readers at a slow but steady
News professionals are inclined to blame themselves, but the real
is technology and its competing demands on the public's time.
is just the latest
in a long series of new information technologies that have scattered
mass audience that newspapers once held. The trend toward smaller
seeking more efficient sources of more specialized information has been
accelerated by this form of communication.
Philip Meyer offers the newspaper industry a business model for
and stabilizing the social responsibility functions of the press in a
that could outlast technology-driven changes in media forms. This
model," as it is termed by Meyer, is based on the premise that a
main product is not news or information, but influence: societal
which is not for sale, and commercial influence, which is. Meyer's
explores how the former enhances the value of the latter.
the factors that made journalism work as a business in the past, Meyer
provides a model that will make it work with the changing technologies
of the present and future. He backs his argument with empirical
supporting key points with statistical assessments of the quality and
of the journalist's product, as well as its effects on business
Meyer has written this volume to be accessible to a wide audience,
particular care to explain his statistical research and methodology.
and students of journalism and business will find Meyer's research, as
well as his interviews with newspaper company executives and analysts,
of particular interest.
is Knight Chair
and Professor of Journalism at the University of North Carolina at
Hill. He is the author or coeditor of a number of books,
Journalism: A Reporterís Introduction to Social Science Methods(2002),
Public Journalism (1998), Ethical Journalism: a Guide for
Practitioners and Consumers(1987) and Newspaper Survival Book:
Editor's Guide to Market Research (1985).
book has been
featured on Kansas
City public radio KCUR with host Walt Bodine in August 2004.