“ The greatest potential impact of a new invention is not how it changes or replaces old things but how it generates things that are entirely new”- Arago’s rule of technology

“ The greatest potential impact of a new invention is not how it changes or replaces old things but how it generates things that are entirely new”- Arago’s rule of technology

Each new epoch brought both change and progress

Prophet of the Media Deemed phrase: “ The medium is the message ” Determines the substance of the communication Act of watching television shapes how we think regardless of its content Changes our perception of others and ourselves The dominant medium has become mass communication

Prophet of the Media

Deemed phrase: “ The medium is the message ”

Determines the substance of the communication

Act of watching television shapes how we think regardless of its content

Changes our perception of others and ourselves

The dominant medium has become mass communication

McLuhan says media are a force in determining other things States that technology shapes how individuals and society think, feel and act. The dominant media of an era determine the dominant senses and ways we communicate McLuhan spent time analyzing hot and cool media Hot Media reduces our ability or need to participate Cool Media invites interaction and discussion

McLuhan says media are a force in determining other things

States that technology shapes how individuals and society think, feel and act.

The dominant media of an era determine the dominant senses and ways we communicate

McLuhan spent time analyzing hot and cool media

Hot Media reduces our ability or need to participate

Cool Media invites interaction and discussion

The Tribal Epoch: Primary communication as face to face Cohesive communities dependent on one another for information The Literate Epoch: Symbols and writing changed the dominance of face to face communication Sight replaced hearing as dominant force

The Tribal Epoch: Primary communication as face to face

Cohesive communities dependent on one another for information

The Literate Epoch: Symbols and writing changed the dominance of face to face communication

Sight replaced hearing as dominant force

The Print Epoch: Access to print media was restricted to the rich Gutenburg ’ s printing press changed this distinction Mass-produced printing began and no longer did people need to be together to share information The birth of printing marks the birth of mass communication

The Print Epoch: Access to print media was restricted to the rich

Gutenburg ’ s printing press changed this distinction

Mass-produced printing began and no longer did people need to be together to share information

The birth of printing marks the birth of mass communication

The Electronic Epoch Began with the telegraph Create the idea of the “ global village ” No longer were people separated by distance Such is true today with the Internet Creates a sense of immediacy Information at your fingertips Promotes mulitasking

The Electronic Epoch

Began with the telegraph

Create the idea of the “ global village ”

No longer were people separated by distance

Such is true today with the Internet

Creates a sense of immediacy

Information at your fingertips

Promotes mulitasking

Also known as the limited-effects model of mass communication Media set agenda for public discussion People talk about what they see and hear in various media outlets Media tell people what to think about not what to think … objectivity

Also known as the limited-effects model of mass communication

Media set agenda for public discussion

People talk about what they see and hear in various media outlets

Media tell people what to think about not what to think … objectivity

Studied the immediacy that new technologies encourage We expect it quick, news media give it quick and mistakes happen Deadlines are fierce and fact checking is missed Have you ever found an error in a news report? Have you ever felt unsure about the report?

Studied the immediacy that new technologies encourage

We expect it quick, news media give it quick and mistakes happen

Deadlines are fierce and fact checking is missed

Have you ever found an error in a news report?

Have you ever felt unsure about the report?

Defined local life Made of diverse content Served as a watchdog Guarding against governmental abuses of power Criticizing the Government John Peter Zenger trial Truth is the defense when criticizing government Convenient packaging First draft of history Newspapers are timely

Defined local life

Made of diverse content

Served as a watchdog

Guarding against governmental abuses of power

Criticizing the Government

John Peter Zenger trial

Truth is the defense when criticizing government

Convenient packaging

First draft of history

Newspapers are timely

Where are these styles present today? Yellow Journalism (Sensationalism- if it bleeds it leads) Jazz Journalism (lots of pictures-tabloid style)

Where are these styles present today?

Yellow Journalism (Sensationalism- if it bleeds it leads)

Jazz Journalism (lots of pictures-tabloid style)

Al Neuharth got into the biz when he was only 11. Later he was hired by Gannett…the rest history

On-line newspapers No newshole limitations Updates continuously Interactive Accompanying video and audio clips New York Times is the leader User-generated content Blog posts Crowdsourcing Tips Mobile media

On-line newspapers

No newshole limitations

Updates continuously

Interactive

Accompanying video and audio clips

New York Times is the leader

User-generated content

Blog posts

Crowdsourcing

Tips

Mobile media

Using more color Changing to shorter writing styles and summary decks More features Free tabloids to young readers

Using more color

Changing to shorter writing styles and summary decks

More features

Free tabloids to young readers

Circulation which drive advertising revenue Readership A dying breed—young people find papers cumbersome and unnecessary Competition from other media Transient populations Migration to suburbs Rising costs of printing and distribution The New York Times is shrinking from 54” to 48” Less competition and loss of diverse opinions Conglomerates account for 68% of all daily papers

Circulation which drive advertising revenue

Readership

A dying breed—young people find papers cumbersome and unnecessary

Competition from other media

Transient populations

Migration to suburbs

Rising costs of printing and distribution

The New York Times is shrinking from 54” to 48”

Less competition and loss of diverse opinions

Conglomerates account for 68% of all daily papers

Like newspapers, magazines have their own worries Unlike newspapers they have always understood one specialized feature of audiences… Audience Segmentation

Like newspapers, magazines have their own worries

Unlike newspapers they have always understood one specialized feature of audiences…

Audience Segmentation

Rely heavily on advertising Internet is having a dramatic effect on readership Most especially teens Finding way to capitalize on the Internet and the mobile media potential Digital newstands My delicious account

Rely heavily on advertising

Internet is having a dramatic effect on readership

Most especially teens

Finding way to capitalize on the Internet and the mobile media potential

Digital newstands

My delicious account

Magazines were aimed at an intelligent audience Also looked to enhance and influence public opinion Acted as Muckrakers on big business and bad practices Found it profitable to specialize Leisure time meant sports magazines Scientific advances meant magazines geared towards discovery.

Magazines were aimed at an intelligent audience

Also looked to enhance and influence public opinion

Acted as Muckrakers on big business and bad practices

Found it profitable to specialize

Leisure time meant sports magazines

Scientific advances meant magazines geared towards discovery.

Digests News magazines Pictorial magazines

Digests

News magazines

Pictorial magazines

Consider these issues 17,000 magazines published in US Walmart is selective Look for the target Cable TV Trends fade- 60% don’t last a year A Few Big Companies Time-Warner Advance Publications Hearst Corp.

17,000 magazines published in US

Walmart is selective

Look for the target

Cable TV

Trends fade- 60% don’t last a year

A Few Big Companies

Time-Warner

Advance Publications

Hearst Corp.

Not all technology Magazines are sleek You can roll them up and take them with you Magazines have web presence

Magazines are sleek

You can roll them up and take them with you

Magazines have web presence

General consumer Trade publications Custom magazines Academic journals Newsletters Public relations magazines

General consumer

Trade publications

Custom magazines

Academic journals

Newsletters

Public relations magazines

What makes a journal credible ?

http://www.comm.umd.edu/graduate/journals.html Journal of Communication Columbia Journalism Review Journal of Film & Video

Journal of Communication

Columbia Journalism Review

Journal of Film & Video

Not always a clear line between advertising and editorial content Product Placement Damaging Credibility

Product Placement

Damaging Credibility

Subscriptions Paid circulation Controlled circulation Single copy sales Primary audience Pass along audience Unique visitors Advertising Rate base Ancillary functions E-commerce

Subscriptions

Paid circulation

Controlled circulation

Single copy sales

Primary audience

Pass along audience

Unique visitors

Advertising

Rate base

Ancillary functions

E-commerce

Why? What made you want to read the book? Not everyone feels the same way you do…Just a bunch of slush

Oprah’s feature of The Secret and product placement in the Sex and the City movie help drive the sales of the book- over 3.75 million copies sold Being sticky not slushy Highly competitive Big companies dominate Promotion is key Timed right Placed right Of all mass media, it is the least affected by the digital revolution

Being sticky not slushy

Highly competitive

Big companies dominate

Promotion is key

Timed right

Placed right

Of all mass media, it is the least affected by the digital revolution

Oldest form of commercial mass media Began by serving the elite to a form of pop culture… Books caught on… Ben Franklin’s library system of the 1700s Dime novels- paper backs (still a staple today) Specialization- schools, technical and scientific needs and higher education

Oldest form of commercial mass media

Began by serving the elite to a form of pop culture…

Books caught on…

Ben Franklin’s library system of the 1700s

Dime novels- paper backs (still a staple today)

Specialization- schools, technical and scientific needs and higher education

Uncle Tom’s Cabin, 1852 A threat to the church Disposable income and leisure time drove the book industry Literacy and public education numbers rising Book of the month clubs of the 1920s

Uncle Tom’s Cabin, 1852

A threat to the church

Disposable income and leisure time drove the book industry

Literacy and public education numbers rising

Book of the month clubs of the 1920s

Small book shops being gobbled up by the bigs– Barnes and Noble and Borders E-commerce Amazon.com– Jeff Berzos (initial investment of about $300,000 started in his garage) Helped to make point and click behavior the norm Take it with you (mobile media) Functional paperbacks E-books Cell-phone downloads User-generated book collaboration

Small book shops being gobbled up by the bigs– Barnes and Noble and Borders

E-commerce

Amazon.com– Jeff Berzos (initial investment of about $300,000 started in his garage)

Helped to make point and click behavior the norm

Take it with you (mobile media)

Functional paperbacks

E-books

Cell-phone downloads

User-generated book collaboration

Three main channels books get to readers Big Chain Stores (flow from publishers to distributors or wholesalers to retail to consumers) Amazon.com E-books

Three main channels books get to readers

Big Chain Stores (flow from publishers to distributors or wholesalers to retail to consumers)

Amazon.com

E-books

Agents’ submissions Unsolicited with fingers crossed No Slush! Editors Proposals include: Cover letter, synopsis, justification, audience/target market, outline, and two sample chapters

Agents’ submissions

Unsolicited with fingers crossed

No Slush!

Editors

Proposals include:

Cover letter, synopsis, justification, audience/target market, outline, and two sample chapters

Unlike other media, books are not reliant on advertising They instead rely on book sales and subsidiary rights Making best-seller lists help to sell books Popularity Promotions

Unlike other media, books are not reliant on advertising

They instead rely on book sales and subsidiary rights

Making best-seller lists help to sell books

Popularity

Promotions