Deck 9: The News Industry

Question 1

Which of the following types of newspaper advertising refers to stores located in the same geographical area as the newspaper?

A) Retail advertising
B) Classified advertising
C) National advertising
D) Display advertising

Answer 1

A
Explanation: Some of these retailers might be part of national chains, but their goal still is to draw the attention of readers to their local stores.

Question 2

The newspaper employee who covers a variety of content within a department is called a

A) General assignment reporter
B) Beat reporter
C) Freelancer
D) Syndicator

Answer 2

A
Explanation: Beat reporters are the specialists; general assignment reporters are the ones who cover a wide range of topics.

Question 3

A company that specializes in delivering advertising and brochures that look like newspaper inserts is called a

A) Direct mail firm
B) Marriage mail outfit
C) Weekly shopper printer
D) Pennysaver paper

Answer 3

B
Explanation: These firms bring together materials from several advertisers and bundle them for mailing.

Question 4

Newspapers use all of the following to build their digital newspaper except

A) Podcasting
B) RSS feeds
C) blogs
D) classifieds

Question 5

The Arctic Sentry and the Legal Intelligencer are examples

A) Dailies
B) Weeklies
C) Niche
D) Ethnic

Question 6

Which of the following is not a factor that determines where to market a newspaper?

A) the location of consumers that major advertisers would like to reach
B) the efficiency of delivering the news content online
C) the location of present and future printing plants
D) the competition of other papers

Question 7

Review the section on Financing the Newspaper Business. If a full-page ad in a newspaper reaches 100,000 people and the ad costs $10,000, what is the CPM?

A) $10
B) $100
C) $1
D) $1,000

Question 8

The number of pages left over and available for editorial matter is known as the what?

A) news gap
B) digital divide
C) news field
D) news hole

Question 9

What does TMC stand for?

A) total market coverage
B) total media comprehension
C) total media coverage
D) total market comprehension

Question 10

According to Table 8.1 in the text, which year had the biggest loss (as reflected by negative percent change) in newspaper print total?

A) 2008
B) 2005
C) 2009
D) 2011

Question 11

The Timeline of the Newspaper Industry says which of these events happened first?

A) Benjamin Day starts The New York Sun daily for a penny per issue.
B) Full-color presses, first used in Paris, are adapted in the United States and used especially for Sunday comics.
C) Sensationalistic coverage of the Spanish-American War.
D) Seven New York City newspapers establish the Associated Press as a cooperative newsgathering organization.

Question 12

Which of these is not listed as a theme associated with the development of the newspaper?

A) The modern newspaper did not arrive in a flash as a result of one inventor's grand change.
B) The newspaper as a medium of communication adapted to technological changes, allowing it to remain profitable despite competition from other media formats.
C) The newspaper as a medium of communication existed long before the existence of the book industry.
D) The newspaper as a medium of communication developed as a result of social and legal responses to the technology during different periods.

Question 13

What does FSI stand for?

A) Federal Subscription Incorporation
B) full size insert
C) for subscribers intent
D) freestanding insert

Question 14

At the start of the chapter, who said the following: "Half of the American people have never read a newspaper. Half never voted for President. One hopes it is the same half."?

A) Rush Limbaugh
B) Jon Stewart
C) Gore Vidal
D) William F. Buckley

Question 15

The concept of the adversarial press slowly evolved and was influenced by

A) the outcome of the James Franklin trial
B) the outcome of the John Peter Zenger trial
C) the introduction of truth as a defense in a seditious libel case
D) all of these

Question 16

The success of the new penny newspapers was based on

A) the application of new technology to increase production
B) the use of new content strategies to attract a variety of readers
C) increased circulation and financing based on advertising
D) all of these

Question 17

The Associated Press was

A) established soon after the telegraph was invented
B) a Washington,D. C., newspaper allied with the Federalists
C) founded in Philadelphia
D) all of these

Question 18

Objectivity is the approved way to

A) research a news story
B) organize a news story
C) present a news story
D) all of these

Question 19

In the U.S., mass circulation of newspapers

A) resulted from revolutions in readership and financing
B) was encouraged by industrialization and public education
C) helped make it possible for advertisers to create brands
D) all of these

Question 20

Shoppers are newspapers that

A) are published daily
B) are distributed in particular neighborhoods
C) increasingly carry national political news
D) all of these

Question 21

Some niche newspapers are intended to reach

A) broad, national audiences
B) particular ethnic communities
C) general readers
D) all of these

Question 22

For U.S. newspapers, most of the advertising revenue some from

A) retail advertising
B) national advertising
C) classified advertising
D) death notices and wedding announcements

Question 23

Free-standing inserts

A) often appear in Sunday editions
B) rarely contain coupons
C) never involve retail sales
D) all of these

Question 24

Newspapers have established websites in order to capture

A) retail advertising that has gone online
B) national advertising that has gone online
C) classified advertising that has gone online
D) all of these

Question 25

The percentage of young people who read a daily newspaper

A) remains steady and strong
B) continues to decline
C) remains high in urban areas
D) is about equal to the percentage of older people who read a daily newspaper

Question 26

A newspaper's advertising-editorial ratio is

A) determined by how many news events occur each day
B) determined by the editor
C) determined by the advertising department
D) usually about 60 percent advertising / 40 percent news

Question 27

A newspaper's managing editor is the person who

A) coordinates the newspaper's sections or departments
B) sells most of the advertising space to clients
C) takes the general assignments in order to free-up time for beat reporters
D) owns the newspaper

Question 28

National columnists sell their work to newspapers by means of

A) freelancers
B) publishers
C) syndicates
D) wire services

Question 29

Copyeditors edit news stories for

A) length
B) accuracy
C) style and grammar
D) all of these

Question 30

Reporters are increasingly expected to

A) create stories for print and online publication
B) prepare photographic or videographic versions for online publication
C) write a web log, or blog that is available online
D) all of these

Question 31

Online audiences for newspaper websites are called

A) external readers
B) bloggers
C) users
D) online readers

Question 32

Critics of the newspaper industry complain that newspapers are concentrating their circulation

A) in urban cores
B) in suburbs
C) along major transportation corridors
D) in online versions

Question 33

Critics of the newspaper industry complain that newspapers

A) are taking away advertising revenue needed to expand the Internet
B) have been concentrating their circulation efforts on the suburbs
C) spend too many resources covering issues in core cities
D) all of these

Question 34

Direct mail firms, marriage mail outfits, and so-called "shoppers" compete with newspapers to provide

A) in-depth local news coverage
B) support for online newspaper services
C) total market coverage
D) all of these

Question 35

In order to attract more readers, the newspaper industry is

A) trying to make their newspapers look more attractive
B) providing sections that target key audiences
C) putting greater emphasis on covering local news
D) all of these

Question 36

Many newspaper websites now offer users the opportunity to

A) download audio stories automatically to their MP3 players
B) make of RSS feeds that send newspaper stories directly to personal websites
C) receive mobile services on cell phones
D) all of these

Question 37

Going "hyper-local" may require a newspaper to

A) cover a variety of local events across many neighborhoods
B) rely on volunteers to write online stories
C) hire special web reporters who work out of their cars
D) all of these

Question 38

Ethnic newspapers

A) target large immigrant groups in several states
B) tend to cover issues ignored by the mainstream press
C) include Spanish-language newspapers, as well as newspapers that serve Vietnamese-Americans
D) all of these

Question 39

Some newspapers have cut costs by

A) assigning reporters to cover international news
B) outsourcing their printing operations
C) expanding their circulation in core urban areas
D) all of these

Question 40

Digital strategies for building newspaper readership include

A) RSS feeds
B) local coverage that extends beyond the reach of print
C) continuous updates to keep readers coming back
D) all of these

Question 41

A newspaper written with a young, hip audience is a called an alternative weekly.

Question 42

Editorial cartoons, comic strips, and national columnists are distributed to newspapers by wire services.

Question 43

Pagination is the process of creating the completed pages, complete with stories, pictures, and other artwork.

Question 44

As a means of building readership, smaller newspapers have begun to emphasize more national and international news.

Question 45

Online newspapers use a complete paywall to ensure they earn enough revenues to keep operating.

Question 46

James Madison was a strong supporter of the first ten amendments to the U.S. Constitution, including the First Amendment protection of the press.

Question 47

In the newspaper business, a dateline is the time at which a reporter must have a particular story written and ready for publication.

Question 48

The goal of a hard news reporter is to organize a story in a subjective, highly personal manner.

Question 49

Websites have provided very little competition for newspapers.

Question 50

Several factors have caused a downgrading of the monetary value of some of the biggest newspaper companies in the U.S.

Question 51

Newspapers are finding it difficult to maintain high earning levels and to deliver earnings growth to Wall Street investors.

Question 52

The advertising money collected from online activities represents a very significant percentage of all newspaper revenue.

Question 53

In the newspaper business, the term news hole is used to describe the large trash basket to which canceled stories are routed.

Question 54

Electronic pagination allows a newspaper like USA Today to transmit its content to printing presses.

Question 55

Major dailies or weeklies in a region can no longer automatically provide advertisers with total market coverage.

Question 56

The newspaper industry has learned that the use of colorful layouts does not attract readers.

Question 57

There has been no substantial gain in advertising revenue by online newspaper websites.

Question 58

Newspaper are adopting a so-called "hyper-local" strategies on their online websites.

Question 59

One way for large newspapers to increase their audiences is to buy media companies that already reach online targets.

Question 60

The famous investor Warren Buffet, who owns a portion of the Washington Post, predicted that the newspaper industry will eventually make a major comeback as the dominant mass medium in the U.S.

Question 61

The newspaper industry seems to need a new business model that responds to the development of digital technologies and services and that meets the needs of audiences and advertisers.

Question 62

The new electronic newspaper developed by the New York Times has been rapidly adopted by consumers.

Question 63

Online newspapers are less flexible with regard to ad space than traditional print newspapers.

Question 64

While building readership was a challenge in the early stages of the newspaper industry, today's successful companies have largely conquered this battle.

Question 65

Explain how a typical newspaper is financed.

Question 66

Why are the marketing and distribution tactics in the newspaper industry troubling for media critics?

Question 67

What are the arguments of people who believe that printed papers are doomed to disappear, and those who disagree with them?

Question 68

Explain strategies used to build print readership.