Los Angeles, CA (September 27, 2012) ľ Since the newspaper industry started to experience a major decrease in readership in recent years, many people have deemed the internet and other forms of new media as the culprits. However, a recent study published in the Journalism & Mass Communication Quarterly, a SAGE Journal, finds that sales are down because readers need more engaging and stimulating content.
Study authors Rachel Davis Mersey, Edward C. Malthouse, and Bobby J. Calder suggested that it is crucial for journalists and practitioners to focus their efforts on creating stimulating content in order to "curb the tide" of newspaper abandonment. In order to test their hypothesis, they selected 52 newspapers nationwide, and issued a series of surveys to their readers to find out exactly what they wanted.
The study authors discovered that readers are looking for more engaging content and offered a few suggestions that could help newspaper organizations provide more variety.
Mersey, Malthouse, and Calder suggested that newspaper journalists could include "a question of the day around a major, local, or even barely known but interesting news story that runs on the front page and is designed to encourČage conversation among readers and between readers and the newsroom." Find out more tips by reading the complete study, "Focusing on the Reader: Engagement Trumps Satisfaction" in the Journalism & Mass Communication Quarterly. This article is available free for a limited time at: http://jmq.sagepub.com/content/early/2012/08/29/1077699012455391.full.pdf+html
Journalism & Mass Communication Quarterly (JMCQ) is a quarterly, peer-reviewed journal that focuses on research in journalism and mass communication. Each issue features reports of original investigation, presenting the latest developments in theory and methodology of communication, international communication, journalism history, and social and legal problems.
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Ranked: 48 out of 72 in Communication Source: 2011 Journal Citation Reports« (Thomson Reuters, 2012)
SAGE is a leading international publisher of journals, books, and electronic media for academic, educational, and professional markets. Since 1965, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students spanning a wide range of subject areas including business, humanities, social sciences, and science, technology, and medicine. An independent company, SAGE has principal offices in Los Angeles, London, New Delhi, Singapore and Washington DC. www.sagepublications.com
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