Journalism 377

Media Management:

 How News Organizations Can Attract and Keep Young Audiences

(and why that’s important)

Spring 2005

 

Pam Luecke

117 Reid Hall

458-8435 (office)

463-7860 (home)

lueckep@wlu.edu

 

Office Hours:  Monday and Wednesday 9 a.m. to 11:30 a.m., or by appointment

 

 

 

U.S. newspaper circulation has declined slowly but steadily since 1960.  Where you could once assume that 80 percent of the American public had read a newspaper on any given day, in 2004, the number was 52 percent.  Of particular concern are people under the age of 34.  In the latest survey, only 39 percent of young adults read a paper.  (Some studies suggest the number is far less than that.)

 

This statistic will be the focal point of our 2005 course on media management.  By examining in depth the issue of young readers, we will learn about several key facets of newspaper management and leadership, including:  circulation, production, marketing, editorial content and advertising. 

 

The lessons learned, I hope, will have meaning beyond the newspaper industry.  Understanding how citizens obtain their news and how news organizations function should have parallels to other media industries – and some companies in other industries.

 

By the end of the term, I hope, you will have a better understanding of:

 

 

  • Demographic, economic and behavioral trends affecting the news media industries

 

 

  • Challenges faced by people who run media organizations today, especially newspaper companies

 

  • The importance of an informed citizenry in an effective democracy

 

 

  • How news organizations are structured and the management challenges that arise from that structure

 

  • What the rise of the Internet means for “old” media companies

 

  • Competitive forces that affect news organizations and the choices of news consumers

 

  • The importance of advertising to the financial health of a news organization and the tensions that arise because of that

 

 

 

The course will be taught as a seminar, and require student research and collaboration.  The class will use one Virginia news organization as a case study throughout the course. Students will present a prototype for that organization as a final project.  Other smaller case studies will be used as a way to encourage critical thinking and discussion.

 

 

Your grade will be determined in this way:

 

Weekly writing assignments: 50 percent  (10 percent each)

Final prototype and presentation (oral and written):  25 percent

Professionalism and participation:  15 percent

 

 

The class meets only 12 times, so your attendance is expected at each class. If you are legitimately ill, you must let me know IN ADVANCE for your absence to be excused.  If you miss one class without an excuse, your participation grade will automatically be lowered 10 points.  (If you attend every class but never ask a question or make a constructive comment, you will not get all of the possible points either.)

 

 

 

The main text for the course is Tuned Out: Why Americans Under 40 Don’t Follow the News, David T. Z. Mindich, Oxford University Press (2004).  In addition, you will receive several handouts – and be asked to read handouts on reserve in Leyburn Library.  You will also be asked to examine several Web sites and to watch one movie.

 

 

 

Class Schedule

 

 

Week One:  The Issue

 

April 19 – Introduction and Overview

           

            For Thursday: Read Chapters 1 and 2 in Tuned Out; Chapter 13 in Bowling Alone, by Robert Putnam (on reserve in Leyburn).

 

April 21 – Why it’s important

 

            Due by Monday noon:  Assignment One: Scouting Reports on Richmond

 

 

 

Week Two:  One Company’s Situation

 

April 26 --  Field trip to Richmond -- The Media General Case Study

           

            For Thursday: Read Chapters 3, 4 and 5, Tuned Out

 

                                                                                                                                               

April 28 --  Debrief and Brainstorming

 

 

            Encouraged: 4:30 – Attend talk by Joseph Wilson and his attorney, Chris Wolf,             Elrod Commons

           

Due Tuesday: Assignment Two: Reports on other “Young” papers

 

 

Week Three: What Other Companies Are Doing

 

May 3 --   Class begins at 2:30 – reports till 4, then attend talk

           

            Required: 4:30 – Attend talk by Visiting Professor Tim McGuire, Elrod             Commons

                        “Apocalypse Now! Reinventing Newspapers in the Public Interest”

           

            For Thursday: Read Chapters 6 and 7, Tuned Out

           

            Due at 1 p.m. Thursday:  Assignment Three; News story on McGuire talk

 

 

May 5 --  Gannett’s strategy

            Visit Staunton News Leader

             Meet with Cindy Correll, metro editor

             ccorrell@newsleader.com

 

For Tuesday, Assignment Four: Essay on your news consuming habits contrasted with that or your parents; attach journal

 

 

Week Four: Distribution – Physical and otherwise

 

May 10:

 

            For Thursday: Chapter Five, Media Management in the Age of Giants,            Herrick, 2003 (on reserve).  Watch movie “The Paper.”

 

May 12:

 

For Tuesday, Assignment Five:

 

Week Five: Devising a Plan

 

 

May 17

 

 

May 19  (work as groups for half of class)

 

 

Week Six

 

May 24  - Presentation to MG?

 

May 26 – Debrief and wrap up

 

 

Final paper due: Monday, May 30, 9 a.m.