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Chapter 4: Newspapers
34. Seven out of 10 Americans under the age of 45 access newspaper content online. This is
made possible by
a. a decrease in availability of newspapers.
b. an increased leisure time.
c. an increase in development of technology such as e-readers and smartphones.
d. a decrease in leisure time.
35. According to former Google CEO Eric Schmidt, newspapers have a __________ problem,
rather than a demand problem.
a. audience
b. advertising
c. business-model
d. content
36. Long Island’s Newsday is the twelfth-largest paper in the country with a print circulation of
over 265,000. It is classified as a _____________ newspaper.
a. national daily newspaper
b. large metropolitan daily
c. zoned edition
d. suburban daily
37. Today’s U.S. alternative press has grown out of
a. the underground press of the 1960s.
b. the post–World War II ethnic newspaper movement.
c. a desire by sophisticated readers for more political reporting.
d. a reaction to the conservatism of the 1980s.
38. Beyond high circulation numbers, newspapers are popular with advertisers for three primary
reasons: their reach to 70% of Americans, the good demographics of readers, and the fact
that many newspapers
a. are the least expensive medium in which to advertise.
b. have exceedingly loyal readers.
c. are local, so advertisements can reach specific groups of readers..
d. give them cost breaks.
39. The practice of newspapers making some or all of their online content available only to paying
subscribers is known as a
a. paywall.
b. firewall.
c. zoned edition.
d. penny press.
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-4 | 8
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
40. Newspaper horoscopes, chess and bridge columns, editorial cartoons, and comics are all
material provided by
a. wire services.
b. chains.
c. syndicates.
d. joint operating agreements.
41. How many chains received more than half of all newspaper industry revenue?
a. 5
b. 10
c. 2
d. 7
42. Sensational stories that do not serve the democratic function of journalism are known as
a. hard news.
b. soft news.
c. broad sheets.
d. wire services.
43. Stores that help citizens make important decisions and keep up with important issues are
known as
a. hard news.
b. soft news.
c. broad sheets.
d. wire services.
44. The success of smaller, more local newspapers can be credited to
a. lower cost.
b. coverage of unique material not found easily elsewhere.
c. less advertising.
d. better journalism.
True/False Question
45. Despite the fact that he was acquitted, Peter Zenger was guilty of seditious libel as the law
existed at the time.
46. Tablet, smartphone, and e-reader owners who use their devices to read the news spend more
time reading than they would on conventional computers.
Chapter 4: Newspapers
47. Since the newspaper has converged with the Internet, the industry has discovered effective
ways to charge for content and measure readership.
48. The first 10 amendments to the U.S. Constitution are known as the First Freedoms.
49. The penny press succeeded by appealing to better-off, fairly well-educated readers attractive
to advertisers.
50. The ethnic press—for example, African-American, Latino, and Native-American
newspapers—is a very recent development.
51. Yellow journalism is thought to have acquired its name from a popular cartoon character of
the time.
52. The oldest national daily newspaper is the Wall Street Journal.
53. The placement of stories has influence on what readers come to see as important news.
54. Primary among the reasons advertisers like newspapers as an advertising medium is their
local nature.
55. Newspaper chains are not a new development. They have existed since the 1800s.
56. The most important story in a newspaper, as indicated by its placement, is located on the
front page, toward the left, and above the fold.
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-4 | 10
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
57. What were corantos, diurnals, and broadsides?
58. What was the political importance of the Zenger acquittal?
59. What was the relationship between the First Amendment and the Alien and Sedition Acts?
60. What factors led to the development of the penny press and yellow journalism?
61. What is a wire service? A syndicate?
62. Describe what is generally happening to print newspaper subscribership in the United States
today.
63. What two factors make the newspaper a particularly attractive medium to potential
advertisers?
64. How have joint operating agreements affected competition in the newspaper industry?
65. What are some ways in which technology has changed the newspaper industry?
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-4 | 11
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
66. What are some ways that critics believe concentration is damaging the newspaper as an
important medium? Describe each and explain how it might damage the paper’s traditional
democratic function.
67. List and discuss several ways in which technology is changing the newspaper industry and
the newspaper as a medium. Which of these alterations do you see as beneficial, and which
do you see as harmful to the future of the medium and its role in the culture? Explain.
68. Describe the current state of newspaper readership. How will this affect the future of the
newspaper as an advertising medium, as a business, and as a cultural force?
69. Explain the “softening of the news” as it pertains to a media literacy issue. In your opinion,
what role do newspapers play in our democratic process? How much influence do
newspapers have on how we view the world? In its current state, is the industry giving us
what we want? What we need?
