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How to Deal with Newspapers Crisis

Author: YuZuo
Tutor: ZhangLiWei
School: Sichuan Academy of Social Sciences
Course: Journalism
Keywords: newsroom revolution audience strategy advertisement classifieds cut cost
CLC: G219.712-F
Type: Master's thesis
Year: 2008
Downloads: 215
Quote: 1
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Abstract


In recent years, the U.S. newspapers confront and experience unprecedented challenges which endanger the whole newspaper industry. To deal with such challenges, an all-round reform was aroused since 2002. This paper focuses on the reform of the U.S. newspapers during the phase of 2006 to 2008.The paper consists of three parts. The newsroom reform since 2006 is discussed in the first part. In 2006, the digitalization of Gannet Co., Inc. propelled the newsroom reform of the U.S. newspaper groups to a climax. By analyzing such a reform, the author found that those emerging conceptions such as“convergence news”,“digitalized newsroom”,“mojo”(mobile journalist), and“cell phone newspapers”have been practiced by newspaper operators. These practices have been proved effective to extended the scope of newspapers, attract more audiences, and cultivate new profitable sectors. More importantly, the popularization of new technologies promoted the revolution of newsroom so that the traditional editorial procedure and mode have been overthrew and a brand-new platform which makes digitalization and multimedia editorial work available was established. On the other hand, the increasingly competition among the U.S. newspaper groups caused the changing audience strategies. A lot of U.S. newspapers are rolling with“Baby Boomers”. Sunday papers are endeavoring to become the recreational tool for people. Besides, the mobile strategy of the U.S. newspapers highlights the newsroom reform. More and more newspapers swarm to get the audiences on the road by rolling out cell phone newspapers websites. From three aspects including content, advertisement, and operation, the author analyzes the mobile strategy of the U.S. newspapers.The second part focuses on the reasons that caused the recession of advertisement of the U.S. newspapers, and the tactics that help the rising of advertisement revenue. Since the 21st century, the advertisement of the U.S. newspaper ushers in a great recession. The advertisement revenue falls rapidly since 2006. Ample reports, investigations, and interviews disclosed that the accelerate falling of ad revenue roots at the recession of American economy. While, three factors including exhausted real estate, high unemployment rate, and inner structure reform of main advertisers plagues newspaper ad income outline. To slow down the downward current of ad income, U.S. newspapers embark on the reform on ad operation. At press time, the reform on classified has been proved fruitful. In the future, digitalization, mobilization, consignment, multinational outsourcing, collaboration are estimated to be the mainstream of newspapers’ad operation.In the third part the emerging“Green Newspaper”campaign among the U.S. newspapers is probed. In 2006, advocated by News Corp., the campaign was surged. Compared to its slogan,“Loving the earth, supporting EP, and going greener for better image”, the campaign essentially aims at reducing energy consumption, saving money and cutting cost. Three critical aspects of the campaign including energy saving and pollutant reduction, consumables saving, express consolidation are analyzed in this part. The author found that the measures to energy saving and pollutant reduction have been carried forward not only at print room but also at other departments involving with newspaper publication. While, five effective ways to save consumables, including cutting down the web width, losing the newspapers’weight, ink optimization, press maintenance, and cut down the down time of the press, were summed up in the part. In addition, the author concluded that the cost reduction of press can be realized by three approaches including consolidation, outsourcing, and facilities upgrading.

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