Preserving the Press
How Daily Newspapers Mobilized to Keep Their Readers
By (author) Leo Bogart
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Preserving the Press by Leo Bogart
Book DescriptionThe Newspaper Readership Project (1977-1983) was an unprecedented cooperative attempt by the American newspaper industry to halt the downward trend in readership and circulation. The Project had an enormous impact on American newspapers; it spurred such changes in their content as special sections and new graphics, and led to important innovations in distribution and promotion. Leo Bogart was a central figure in the conception and execution of the Project, so his account is truly an insider's view of the interplay of the Project and the people involved in it. Preserving the Press: How Daily Newspapers Mobilized to Keep Their Readers is an insider account that vividly describes the personalities, organizations, and policy debates of the American daily newspaper business at a critical moment in its history. Exciting and informative, it shows how this major American institution confronted the great social and technological changes that threatened its established position. Bogart demonstrates the difficulties of translating research findings into actual changes in practice, reviews controversies over the Project's promotional efforts, and reports on dramatic changes that occurred in newspaper distribution methods.
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Book DetailsISBN: 9780231072625
(278mm x 153mm x 30mm)
Imprint: Columbia University Press
Publisher: Columbia University Press
Publish Date: 25-Jul-1983
Country of Publication: United States
Books By Author Leo Bogart
Commercial Culture, Hardback (May 1996)» View all books by Leo Bogart
This book is a powerful and thoughtful critique of American commercial media from a writer with wide experience in both the media business and in academia. Bogart explores how commercial demands actually affect the substance and form of American media and argues that the future direction of the media should not be left to market forces alone.
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Author Biography - Leo Bogart
For over twenty years, Leo Bogart was Executive Vice President and General Manager of the Newspaper Advertising Bureau. A leading figure in the study of mass communications, he is the author of The Age of Television, Press and Public, Premisis for Propaganda, Strategy in Advertising, and Polls and the Awareness of Public Opinion.
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