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Essay / Research Paper Abstract
A 4 page paper. The Internet has had a profound impact on mass communication. This essay discusses the impact specifically on newspapers, looking at newspaper Web site traffic and any effect on subscriptions. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: MM12_PGnetnw.RTF
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Unformatted sample text from the term paper:
and thinking about any number of issues. It also has the potential to do away with certain kinds of print media. We may remember that years ago, the forecast was
that the Web would eliminate the need for print media, such as magazines, journals and newspapers. Thankfully, that forecast has not yet materialized but it is still possible. In terms
of mass communication media, the Internet is very young and even now, the full impact of it is unknown. According to Alan Mutter (2007), former editor for the San Francisco
Chronicle and presently a managing partner o in Tapit Partners, a media ventures company, subscriptions for newspapers has declined. While the declines do not sound like much, they translate into
lost revenue for newspaper publishers. Circulation of daily newspapers dropped by 2.5 percent and the Sunday edition experienced a drop of 3.5 percent (Mutter, 2007). The drop in circulation was
measured over a six-month period and included more than 600 newspapers (Mutter, 2007). This is a significant change in newspaper sales and, in fact, drops Sunday circulation to the
same point as it was in 1975 (Mutter, 2007). The drop in newspaper sales directly impacts the publishers advertising revenue (Mutter, 2007). This is the revenue publishers depend on for
continued success (Mutter, 2007). Does this decline have anything to do with the Internet as a mass communication medium? One writer believed it did. Reporting a study from Harvard,
this writer said that the Web sites of major newspapers are attracting many visitors (Impact Marketing Technologies, 2007). In 2007, traffic on the major newspapers Web sites jumped by 10
percent (Impact Marketing Technologies, 2007). Whats more, users are going straight to major newspapers, like The New York Times, Washington Post and USA Today instead of going to sites of
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