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OverviewThe 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. Full Product DetailsAuthor: Leo BogartPublisher: Columbia University Press Imprint: Columbia University Press Dimensions: Width: 15.30cm , Height: 3.00cm , Length: 27.80cm Weight: 0.652kg ISBN: 9780231072625ISBN 10: 0231072627 Pages: 327 Publication Date: 22 July 1991 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: Out of stock The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available. Language: English Table of ContentsReviewsAuthor InformationFor 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. Tab Content 6Author Website:Countries AvailableAll regions |