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Reading Check #5 (Chapter 8)

The success of the penny newspapers (penny press) was based on...
The application of new technology to increase production
The use of new content strategies to attract a variety of readers
Increased circulation and financing based on advertising
All of these
The colonial press that had the ability to argue with the government was called a(n)
Watchdog
Adversarial press
Fourth estate
Argumentative press
Objectivity is the approved way to...
Research a news story
Present a news story
Organize a news story
All of these
Newspaper chains developed
Because the post office increased mailing rates
As a way to limit government censorship
As a way to decrease competition for advertising
In order to increase the number of daily newspapers
For US newspapers, most of the advertising revenue comes from
Retail advertising
National advertising
Classified advertising
Death notices and wedding announcements
A newspaper's advertising to editorial ratio is
Usually about 30% advertising/40% news
Determined by the advertising department
Determined by how many news events occur each day
Usually about 60% advertising/40% news
In order to attract more readers, the newspaper industry is
Trying to make their newspapers look more attractive
Providing sections that target key audiences
Putting greater emphasis on covering local news
All of these
Companies that sell news, editorial matter, cartoons, & photos to newspapers are called
Syndicates
Wire services
General assignment desks
All of the above
Determining where to market a newspaper include all of the following aspects, except
Consumer opinion
Consumer loyalty
Newspaper competition
Printing plant location
In modern digital journalism, this is a barrier that prevents people from accessing digital material without first paying for it.
Fire wall
Pay wall
Portal login
Login screen
Exhibition in the newspaper industry hasn't changed all that much in recent years, despite the exploding trend of online newspapers.
True
False
The goal of a hard-news reporter is to organize a story in a subjective, highly personal manner.
True
False
The advertising money collected from online activities represents a very significant percentage of all newspaper revenue.
True
False
Shoppers are typically aimed at people in particular neighborhoods.
True
False
When advertisers buy space in a newspaper, a major way they evaluate the purchase is by looking at the cost per thousand readers (CPM).
True
False
One way the circulation department determines where to market a newspaper is to look at the location of consumers that major advertiser would like to reach.
True
False
The news hole is the number of pages left over and available for editorial matter (based on the number of pages needed for advertisements).
True
False
The Great Depression and the rise of radio adversely impacted the newspaper industry in the 1930's.
True
False
The newspaper industry saw rapid development in the US during the 16th and 17th century.
True
False
Newspaper distribution included bringing it to shops, vending machines, and people's doorsteps.
True
False
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