Vanishing, But Not Quite Vanquished
by Jean Gossman
The Vanishing Newspaper
by Philip Meyer
University of Missouri Press
Building on Influence
Quality
journalism increases outletsÕ credibility and social influence, in turn
increasing profit and circulation. It certainly sounds simple and logical
– look at the Washington PostÕs
halcyon days of Watergate reporting.
The Vanishing Newspaper is the product of University
of North Carolina journalism professor Philip MeyerÕs extensive statistical
analyses and social science research to quantify the Òinfluence modelÓ as a profit
model that can bring newspapers and new media success in the Information Age.
Former
Knight Ridder executive Hal Jurgensmeyer originally posed this noble Òinfluence
modelÓ of the newspaper business in the 1970s. He believed newspapersÕ societal
influence enhanced and drove their commercial influence toward profit.
Extensive Research
Meyer
acknowledges that his work relies heavily on public Audit Bureau of
Circulations data; news companies keep financial information close to the vest.
Seeking a correlation between credibility and profitability, Meyer studied 25
counties where the dominant newspapers are or were owned by Knight Ridder.
Chapter
after chapter of graphs and charts detail the outcomes of measured credibility,
reporter error, readability, and staffing.
No Proof
But with
all of the regression analyses and discussion of market penetration and CPM,
clear proof of the influence model still eludes Meyer in the end.
It
seems that some things havenÕt really changed. JurgensmeyerÕs model was
developed when newspapers were threatened by the still-new technologies of FM
radio, television, and slick color print processes.
Meyer
acknowledges newer threats. Burgeoning niche-media products and the increased
number of news-delivery vehicles Òconsumes the attention of its recipients.
Hence a wealth of information creates a poverty of attention."
Admitting
that newspapers are Òin a death spiral,Ó Meyer urges their management to Òtake
the riskÓ of investing in new media.
It
helps to be a policy geek or a quantitative analyst when reading The Vanishing Newspaper, but readers
dedicated to the profession of journalism will appreciate the wealth of contextual
information and no-nonsense, face-the-future insight that Meyers provides.
For
more information on Philip Meyer and his research:
www.unc.edu/~pmeyer/Quality_Project/