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How to Read a Newspaper

This guide explores how to effectively read and analyze newspapers, focusing on factors such as readership composition, advertising demographics, and ownership structure. It discusses daily, weekly, and regional distribution patterns, alongside the impact of new media and competition. Understanding a newspaper's target audience—whether local, regional, or national—and addressing their unique interests is crucial. Examples illustrate varying readership demographics, such as college towns or military communities, and how such factors influence editorial content.

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How to Read a Newspaper

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  1. How to Read a Newspaper CMAT 102 Prof. Jeremy Cox

  2. A newspaper’s look and content are factors of... • The makeup of its readership and what they care about • The makeup of its advertising base • How much money it makes • Who owns it, the structure of the ownership and values of the ownership • How often it comes out (i.e. daily, weekly, etc.) • Its relationship with new media • Its competition

  3. Readership • The target audience of the newspaper. • Usually determined by the distribution area. How far the paper is delivered to doorsteps and store shelves. • Generally speaking, there are three types of newspapers: local, regional and national. • Regional papers are cutting back. It costs lots of money in gas and manpower to deliver to far-flung communities, so many are reeling in where they distribute. • In 2009, the Atlanta Journal-Constitution stopped delivering to seven Georgia counties and cutting full-time news staff from 323 to 230. • From 50 counties (Georgia has 67), it now delivers to fewer than two dozen

  4. Let’s take a look at a few examples • Local: http://www.newseum.org/todaysfrontpages/hr.asp?fpVname=AZ_KDM&ref_pge=gal&b_pge=1 • Regional: http://www.newseum.org/todaysfrontpages/hr.asp?fpVname=FL_MH&ref_pge=gal&b_pge=3 • National: http://www.newseum.org/todaysfrontpages/hr.asp?fpVname=USAT&ref_pge=gal&b_pge=1

  5. What your readership cares about • Is it a college town? http://www.newseum.org/todaysfrontpages/hr.asp?fpVname=FL_GS&ref_pge=gal&b_pge=1 • Are your readers primarily conservatives?http://www.newseum.org/todaysfrontpages/hr.asp?fpVname=DC_WT&ref_pge=gal&b_pge=1 • Is it a military town? http://www.newseum.org/todaysfrontpages/hr.asp?fpVname=FL_PNJ&ref_pge=gal&b_pge=1 • Are the readers outdoorsy? http://www.newseum.org/todaysfrontpages/hr.asp?fpVname=AK_FDNM&ref_pge=gal&b_pge=1

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