Newspapers

25 January 2009

Newspapers were at the center of our nation’s drive for independence and have a long history as the people’s medium. The newspaper was also the first mass medium to rely on advertising for financial support, changing the relationship between audience and media from that time on.

History

24 January 2009

The Earliest Newspapers

In Caesar’s time Rome had a newspaper. The Acta Diurna (actions of the day), written on a tablet, was posted on a wall after each meeting of the Senate. Its circulation was one, and there is no reliable measure of its total readership. However, it does show that people have always wanted to know what was happening and that others have helped them to do so.
The newspapers we recognize today have their roots in 17th-century Europe. Corantos, one-page news sheets about specific events, were printed in English in Holland in 1620 and imported to England by British booksellers who were eager to satisfy public demand for information about Continental happenings that eventually led to what we now call the Thirty Years’ War.
Englishmen Nathaniel Butter, Thomas Archer, and Nicholas Bourne eventually began printing their own occasional news sheets, using the same title for consecutive editions. They stopped publishing in 1641, the same year that regular, daily accounts of local news started appearing in other news sheets. These true forerunners of or daily newspaper were called diurnals.


The Modern Newspaper Emerges

At the turn of the 19th century, urbanization, growing industries, movement of workers to the cities, and increasing literacy combined to create an audience for a new kind of paper. Known as the penny press, theses one-cent newspapers were for everyone. Benjamin Day’s September 3, 1833, issue of the New York Sun was the first of the penny papers. Day’s innovation was to sell his paper so inexpensively that it would attract a large readership, which could then be “sold” to advertisers. Day succeeded because he anticipated a new kind of reader. He filled the Sun’s pages with police and court reports, crime stories, entertainment news, and human interest stories. Because the paper lived up to its motto, “The Sun shines for all”, there was a little of the elite political and business information that had characterized earlier papers.
Soon there were penny papers in all the majorities. Among the most important was James Gordon Bennett’s New York Morning Herald. Although more sensationalistic than the Sun, the Herald pioneered the correspondent system, placing reporters in Washington, D.C., and other major U.S. cities as well as abroad. Correspondents filed their stories by means of the telegraph, invented in 1844.
Horace Greeley’s New York Tribune was an important penny paper as well. Its nonsensationalistic, issues-oriented, and humanitarian reporting established the mass newspaper as a powerful medium of social action.

Scope and Structure of the Newspaper Industry

Types of Newspapers
We’ve cited statistics about dailies and weeklies, but these categories actually include many different types of papers. Let’s take a closer look at some of them.

National Daily Newspaper We typically think of the newspaper as a local medium, our town’s paper. But three national daily newspapers enjoy large circulations and significant social and political impact. The oldest and most respected is the Wall Street Journal, founded in 1889 by Charles Dow and Edward Jones. Today, as then, its focus is on the world of business, although its definition of business is broad. With a circulation of 1.9 million, the Journal is the biggest daily in the United States, and an average household income of its readers of $150,000 makes it a favourite for upscale advertisers.

Large Metropolitan Dailies To be a daily, a paper must be published at least five times a week. The circulation of big-city dailies has dropped over the past 30 years, with the heavy losses of the evening papers offsetting increases for the morning papers. Dailies continue to lose circulation at a rate of about 1% per year (Project, 2004).
Almost all papers publish zoned editions – suburban or regional versions of the paper – to attract readers and to combat competition for advertising dollars form the suburban papers. Many big city-dailies have gone as far as to drop the city of their publication from their name. Where is The Tribune published? Oakland, California, and Scranton, Pennsylvania, and Warren., Ohio, and Wisconsin Rapids, Wisconsin, each produces a paper called The Tribune, but these papers have dropped the city name from their mastheads.

Suburban and Small Town Dailies As the United States has become a nation of transient suburb dwellers, so too has the newspaper been suburbanized. Since 1985 the number of suburban dailies has increased by 50%, and one, Long Island’s Newsday, is the ninth largest paper in the country, with a circulation of nearly 578,800.
Small-town dailies operate much like their suburban cousins if there is a nearby large metropolitan paper; for example, the Lawrence Eagle-Tribune publishes in the shadow of Boston’s two big dailies. Its focus is the Merrimack River Valley in Massachusetts, 25 miles northwest of Boston. If the small town paper has no big city competition, it can serve as the heart of its community.

Weeklies and Semiweeklies Many weeklies and semiweeklies have prospered because advertisers have followed them to the suburbs. Community reporting makes them valuable to those people who identify more with their immediate environment than they do with the neighbouring big city. Suburban advertisers like the narrowly focused readership and more manageable advertising rates.


Trends and Convergence in Newspaper Publishing

Loss of Competition
The concern is editorial diversity. Cities with only one newspaper have only one newspaper editorial voice. This runs counter to two long-held American beliefs about the relationship between a free press and its readers:
• Truth flows from a multitude of tongues.
• The people are best served by a number of antagonistic voices.

Civic Journalism
Civic journalism (Sometimes referred to as public journalism) a newspaper actively engaging the community in reporting important a civic issues – which was attempted in 1996 by a group of newspaper in North Carolina. These efforts at “interactive journalism” are motivated in part by a drive to strengthen the identity of the paper as an indispensible local medium, thereby attracting readers and boosting revenues.

Changes in Newspaper Readership
A more pessimistic view of the future of newspapers is that as newspapers have reinvented themselves and become more user-friendly, more casual, more lifestyle-oriented, and more in touch with youth, they have become inessential and unimportant, just another commodity in an over crowded marketplace of popular, personality-centered media. The shift in tone of the modern newspaper is a direct result of another force that is alerting the medium-audience relationship – changes in the nature of newspaper readership.