Why doesn't the Millennial Generation embrace news as its grandparents' generation did? Who or what is responsible for the rejection of news by this generation born between the early 1980s and late 1990s? Is Millennial enthusiasm for social media related to a lack of affection for news? Is it too late to transform Millennials into consumers of news? Using never-before-published survey data on attitudes toward news and social media use as well as scholarly reports, public opinion polls, news stories, and observations from journalists, academics, and professionals, "Millennials, News, and Social Media: Is News Engagement a Thing of the Past?" answers these questions and much more - from the rarely expressed Millennial point of view. Millennials, News, and Social Media helps us understand the generation that came of age as the importance of news waned and social media emerged. It offers insight into which factors will determine whether we will be a society of news consumers who believe being informed is important or a nation in which news illiteracy is the norm. Devastating consequences await the news media, journalism schools, our democracy, and the everyday lives of individuals if we become a nation in which news consumers are extinct and being informed of news is no longer valued. As the first book to explore these important issues, it will appeal to students, scholars, and journalists as well as others who care about developing young people into informed and civically engaged citizens.
This is a multi-method case study of a small, local newspaper, which in the last several years has developed innovative product design changes and experienced an increase in its circulation. Quantitative and qualitative data were gathered through several phases of research including interviews and a survey. Several major findings emerged from the study. First, the results extend application of theory in mass communication and integrated marketing communication (IMC), particularly the work done by Philip Meyer, Don Schultz and the Readership Institute at Northwestern University. Second, this study provides a complete picture of the marketing mix for this newspaper, which extends current literature that addresses only individual aspects. Third, in evaluating these contact points, this study contributes customer insights specific to not only this newspaper but also to broader industrial applications. Fourth, this study provides benchmarking tools for additional research including a reader behavioral score (RBS) and ranking of RBS-motivating experiences. Fifth, the results of this study build the knowledge of readership with possible insight for other small newspapers.
This collection of literature attempts to compile many of the classic, timeless works that have stood the test of time and offer them at a reduced, affordable price, in an attractive volume so that everyone can enjoy them.
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