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Test Bank for Media of Mass Communication, 11/e
Chapter 4 Ink on Paper
4.1 Multiple-Choice Questions
1) Jimmy Wales developed this online reference site that allows people to collaborate on writing
and editing web content.
A) Wikipedia
B) Google
C) Sony
D) Yahoo
2) When members of Congress modified Wikipedia entries about themselves and their voting
records
A) nothing was done to correct them.
B) they were barred from the site while Wikipedia staff restored accurate content.
C) Congress passed a law making it illegal to falsely change Wkipedia content.
D) Wikipedia was temporarily shut down.
3) Wikipedia does all of the following EXCEPT
A) averages four errors for every three found in the Encyclopaedia Britannica.
B) contains more than 30 times as many articles as the printed Encyclopaedia Britannica.
C) offers versions (“editions”) in more than 35 languages.
D) represents the techno-driven environment in which printed media operate today.
4) The first truly mass medium was
A) parchment scrolls.
B) magazines.
C) newspapers.
D) posters.
5) All of the following were contributing factors in the success of the penny press EXCEPT
A) industrialization
B) immigration
C) literacy
D) democracy
6) Ben Day’s launch of his New York Sun is significant in the history of newspapers because it
A) was the nation’s first newspaper.
B) was the first to rely on advertising to make a profit.
C) introduced photography to newspapers.
D) offered the first home-delivery to subscribers.
7) The four characteristics used to distinguish the major ink-on-paper media from one another
include all of the following EXCEPT
A) binding.
B) content.
C) regularity.
D) size.
8) All of the following statements about the history of the newspaper industry are true EXCEPT
A) as a whole, the industry never reached the profit levels of the book industry.
B) chain ownership dramatically increased in the 1970s and profitability soared.
C) the newspaper business model was essentially unchanged for more than 150 years.
D) newspapers were the first major mass media industry.
9) The basic organizational structure of most newspapers includes all of the following operating
units EXCEPT
A) advertising.
B) circulation.
C) entertainment.
D) new-editorial.
10) The basic organizational structure of most newspapers includes all of the following operating
units EXCEPT
A) business.
B) circulation.
C) production.
D) sports.
11) Newspapers in the 21st century include people with all of the following job titles EXCEPT
A) bookkeepers.
B) editors.
C) publishers.
D) typesetters.
12) Newspaper circulation in the U.S. continues to
A) skyrocket.
B) decline.
C) increase but more slowly than before because of the Internet.
D) hold steady after years of steady increases.
13) Newspaper readership in the U.S. peaked in
A) 1958.
B) 1984.
C) 2001.
D) 2008.
14) The term wasn’t developed until much later, but the first “newspaper chain” in the U.S. was
created by
A) Benjamin Day
B) Benjamin Franklin
C) Frank Gannett
D) William Randolph Hearst
15) The key factor in the amazing growth in the number and size of newspaper chains in the 1970s
and 1980s was
A) an increasing public hunger for more news.
B) an unexpected decline in television viewing.
C) increased profitability among newspapers made them a desirable purchase.
D) new telecommunications systems made it easier to manage papers in multiple locations.
16) Morning newspapers, called AMs, which used to outnumber afternoon papers, called PMs, have
almost completely disappeared. The reasons include all of the following EXCEPT
A) more of the workforce leaving factory work and moving into 9-to-5 jobs.
B) people decided they had better things to do after work than read a newspaper.
C) the popularity and 24/7 availability of the Internet.
D) television’s growth in popularity as both a news and entertainment medium.
17) Trying to remain profitable, newspapers made all of the following cutbacks EXCEPT
A) closing outlying bureaus and offices and reducing staff sizes.
B) cutting the number and size of pages to reduce weight and thereby distribution costs. C) printing
on lower-quality and cheaper grades of paper.
D) printing fewer photographs and graphics in color.
18) The first U.S. newspaper to establish an online presence was
A) the Albuquerque Tribune.
B) the Baltimore Sun.
C) the Detroit Free Press.
D) the Los Angeles Times.
19) The New York Times first established its reputation for courage in
A) publishing the Pentagon Papers despite government objections..
B) admitting Jason Blair’s spectacular stories were false.
C) leading other papers in reporting on the Watergate scandal..
D) uncovering and reporting New York City corruption in the Tweed scandal.
20) The landmark U.S. Supreme Court decision that reshaped U.S. libel laws was
A) Brown Education v. the New York Times.
B) New York Times v. the United States.
C) New York Times v. Sullivan.
D) Roe Wade v. the New York Times.
21) Among the best ways to describe the New York Times is
A) known worldwide for its journalistic excellence.
B) largest circulation daily newspaper in the world.
C) popular for its crossword puzzles and front-page comic strips.
D) snobbish and elitist, appealing only to rich intellectuals.
22) The only national newspaper among the following four is the
A) Miami Herald.
B) Wall Street Journal.
C) Los Angeles Times.
D) Chicago Tribune.
23) The largest circulation daily newspapers in the United States are
A) the Chicago Tribune and the New York Times.
B) the New York Times and the Los Angeles Times.
C) the USA Today and the Washington Post.
D) the Wall Street Journal and the USA Today.
24) The Wall Street Journal expanded from its role as a small business journal because of
A) Jayson Blair.
B) Mary Baker Eddy.
C) Barney Kilgore.
D) George Jones.
25) USA Today targeted corporate travelers by offering
A) unrivaled depth in business coverage.
B) unrivaled depth in general news coverage.
C) extensive comics.
D) short, crisp stories and graphics that offer a quick fix on the news.
26) USA Today was conceived and led to success by
A) Allen Neuharth
B) Frank Gannett
C) Benjamin Day
D) Rupert Murdoch
27) USA Today was a ground-breaking newspaper for all of the following reasons EXCEPT
A) color photos and lots of graphics were introduced.
B) it broke the long tradition of newspapers being local or regionally-oriented.
C) its circulation relied primarily on subscriptions and not single-copy sales.
D) stories tried to be lively and upbeat rather than gloomy and depressing.
28) Approximately how many magazines arecurrently published in the United States?
A)under 10,000.
B) 12,000.
C) 18,000.
D) 24,000.
29) All of the following are among the leading U.S. magazine publishers EXCEPT
A) Bethany.
B) Condė Nast.
C) Hachette Filapacchi.
D) Meredith.
30) Time, Inc. publishes all of the following magazines EXCEPT
A) Car & Driver.
B) Money.
C) People.
D) Sports Illustrated.
31) The leading medium in innovating long-form journalism, which includes in-depth news
coverage, thought-provoking commentary, and personal essays was
A) newspapers.
B) magazines
C) television.
D) radio.
32) Magazines like Atlantic and Harper’s whose content have intellectual appeal are called
A) highbrow slicks.
B) news magazines.
C) intellectual periodicals.
D) literati.
33) Daniel Defoe’s Weekly Review is well-known in the history of magazines for
A) introducing photography.
B) financial reporting.
C) essays and thought-provoking commentary.
D) sports coverage.
34) Muckraking is
A) offering discount rates to advertisers.
B) an early term for investigative reporting.
C) an outdated term for unscrupulous advertising.
D) seeking revenue from auxiliary sources.
35) Which of the following was NOT an innovation by the magazine industry?
A) investigative reporting
B) in-depth personality profiles
C) photojournalism
D)printing the full text of Presidential speeches
36) Which magazine refined and elevated the question-and-answer format to a higher level?
A) Sports Illustrated
B) Rolling Stone
C) Playboy
D) Newsweek
37)Which magazine pioneered magazine visuals by sending artists to draw Civil War battles?
A) Time
B) National Geographic
C) Look
D) Harper’s Weekly
38) Which magazine pioneered the photo essay?
A) Maxim
B) Life
C) Highlights
D) Popular Photography
39) CPM is advertising jargon for
A) the estimated number of audience members who will be exposed to an ad.
B) the cost per million readers, viewers, or listeners reached by an ad.
C) the number of people each dollar of advertising will reach.
D) the money it takes to reach a thousand audience members with an ad.
40) Magazines survived the assault of television by reinventing themselves and appealing to a
narrower, or focused audience in a process called
A) competition.
B) sponsored magazines.
C) demassification.
D) vanity publishing.
41) Today the magazine industry faces the same challenges as other traditional print-based media
EXCEPT
A) an aging workforce unwilling to adapt to new media.
B) competition from digital media.
C) declining advertiser interest.
D) increasingly fragmented audiences.
42) Historically, magazine revenue has been dependent upon
A) advertising sales.
B) circulation and distribution.
C) sales to readers and space sales to advertisers.
D) subscriptions and newsstand sales.
43) Starting with Hollywood Reporter, Richard Beckman is hoping to transform drab trade journals
into a glitzy new type of publication he calls “B-to-I” meaning
A) back to information.
B) born to inspire.
C) business to industry.
D) business to influential.
44) Examples of Web-only publications include all of the following EXCEPT
A) The Daily.
B) Hollywood Reporter.
C) Salon.
D) Slate.
45) This publisher is almost a household word for pulp romances.
A) Routledge
B) Harlequin
C) HarperCollins
D) Oxford Press
46) Consolidation has made the book industry more international. For example, German publishing
giant Bertelsmann now owns all of these once-American publishers EXCEPT
A) Bantam.
B) Doubleday .
C) Pearson.
D) Random House.
47) Book retailing has been financially challenged and readjusting since
A) the 1930s when public libraries began checking books out free of charge.
B) the 1960s when B. Dalton and other chain bookstores began displacing independent bookstores.
C) the 1980s when Barnes & Noble introduced superstores that dwarfed typical chain stores.
D) the 1990s when Jeff Bezos launched Amazon.com.
48) What is the name for the book genre that includes encyclopedias, dictionaries and atlases?
A) trade books
B) textbooks
C) pulp fiction
D) reference books
49) Which of these is a trade book?
A) World Atlas
B) Gone With the Wind by Margaret Mitchell
C) Merriam Webster’s College Dictionary
D) Interpretative Reporting by Curtis MacDougall
50) What percentage of trade books lose money?
A) 5 percent
B) 30 percent
C) 60 percent
D) 75 percent
51) The challenges the book industry faces with e-books include all of the following EXCEPT
A) attracting sufficient advertisers to offset the cost of developing new e-readers.
B) creating well-edited, high-quality books people will be willing to pay for.
C) developing a pricing model that satisfies readers, distributors, and retailers.
D) growing concerns that young readers are drifting away from reading books.
52) Kindle is an example of
A) a new way to bind paperbacks.
B) an e-reader.
C) the latest graphic novel genre.
D) an electronic textbook.
53) An e-book is to an e-reader as
A) a book is to a library.
B) an apple is to an orange.
C) a computer is to a software program.
D) an app is to smart phone.
54) Newspapers and magazines both play an important role in democracy because of their
A) in-depth financial reporting.
B) investigative reporting.
C) low cost.
D) legal advertising.
55) One of the main ways newspapers played an important role in defending and promoting free
expression was
A) running letters to the editors presenting all viewpoints.
B) hiring diverse newsroom staffs.
C) filing lawsuits to support everyone’s First Amendment rights.
D) keeping their prices low cost so everyone could afford the news.
4.2 True/False Questions
1) Jimmy Wales created World Book Encyclopedia.
2) A survey by the journal Nature in 2005 found that Wikipedia had four errors for every three
found in the Encyclopaedia Britannica, but errors were rare in both places.
3) The printing technology Gutenberg developed in the 15th century made mass media possible, but
it took almost four centuries for them to emerge as industries.
4) Social and economic changes in the United States in the 1830s gave birth to mass media that
actually reached mass audiences.
5) Industrialization, urbanization, and increasing literacy rates were among the factors that made
the rise of mass media possible.
6) The penny press was so named because it cost just one cent to produce.
7) Ben Day launched the New York Sun in 1833, which was notable in newspaper history because it
shifted the financial base from sales and subscriptions to advertising.
8) Newspaper circulation peaked in 2007.
9) The publisher is at the top of a newspaper management chain and is either the owner of the
paper or is appointed by the owner to head the paper.
10) The newspaper’s editor is NOT responsible for managing the advertising, circulation, and
production departments; other managers do that.
11) A newspaper publisher “outranks” its editor, even an editor-in-chief.
12) Benjamin Franklin was a harsh critic of newspaper chains.
13) Newspaper chains grew considerably in the 1970s and 1980s.
14) There are more morning newspapers in the U.S. than afternoon newspapers.
15) The year 2008 was particularly grueling for the newspaper industry with losses of an estimated
20,000 jobs.
16) Newspaper chains are more concerned with strong news content than profit.
17) A compromise between free access and a subscription fee, paywalls allow online newspaper
readers to access a limited number of stories for free but blocks them from more until they pay.
18) The New York Times established a reputation for courageous reporting with the Tweed scandal.
19) While highly regarded, the New York Times is NOT a newspaper of record.
20) After Rupert Murdoch bought the Wall Street Journal, he made changes to make it more directly
competitive with the New York Times.
21) One way USA Today differed from other newspapers was its flashy presentation and short
stories.
22) The Daily, a newspaper available only in digital form as an app for iPads, is a risky experiment
that could influence the future of newspaper operations.
23) There are about 18,000 magazines in the U.S. today.
24) Only half of all U.S. magazines have circulation of more than 100,000 copies.
25) Sports Illustrated is consistently among the top three magazines for total circulation.
26) Time and Newsweek have much less circulations than Reader’s Digest.
27) Long-form journalism is just one of the many innovations of magazines.
28) Muckraking is an early 1900s magazine practice of lowering advertising rates during a
depression.
29) Hugh Hefner created the modern question-and-answer format personality profile for
magazines.
30) Life magazine emphasized visuals that raised photojournalism to a new level and importance .
31) Demassification gives a global perspective to a wider range of readers.
32) Both revenue streams for magazines, advertising and sales to readers, are decreasing.
33) News magazines are the exception to the pattern of declining newsstand sales in recent years.
34) Trade journals are published to serve small professional audiences within a particular industry,
not a broad mass audience.
35) Richard Beckman’s B-to-I plan for revamping trade journals parallels the transformation of the
Wall Street Journal from an insider newsletter to major newspaper in the 1940s.
36) Salon and Slate have been able to attract a steadily increasing number of subscribers and are
now on solid financial footing.
37) The cost of producing an online magazine is relatively low if most of the content is posted by
readers or regurgitated from elsewhere.
38) Unlike other mass-media industries, book publishing has not undergone consolidation.
39) The world book market is increasing being dominated by U.S. conglomerates.
40) Major American book publishers including Random House, HarperCollins, and Warner Books
have been bought out by foreign conglomerates.
41) By introducing super-sized bookstores, Barnes & Noble started a trend that dramatically
changed the way Americans browse and buy books.
42) Amazon has had little impact on chain superstores.
43) Reference books are vulnerable in this Internet age.
44) The Physician’s Desk Reference is an example of a textbook.
45) Gone With the Wind is an example of a trade book.
46) Unlike the newspaper and magazine industries that hit hard economic times in the early 21st
Century, the book industry remained financially strong.
47) Because book publishers don’t have presses, advertising or online competition, they are
unlikely to recover from the economic recession as quickly as magazines and newspapers.
48) The e-book market is growing at the same rate as the book business as a whole.
49) One of the initial impediments to success of e-books was the number of competing but
incompatible formats and platforms on the market.
50) A critical question for the future of the book industry is whether young people are reading as
much as previous generations did.
51) Without newspapers and magazines there would be a void in investigative reporting.
52) After attempting to save itself with an online edition, U.S. News & World Report finally shut
down both its printed and online editions in 2011.
53) In the late 1800s and early 1900s, William Randolph Hearst used his chain of major
newspapers to amass one of the largest personal fortunes in history and get elected to Congress.
54) Slowly at first, newspaper circulation began to decline in the early 1950s as television became
an established mass medium.
55) The shift from ink-on-paper publishing to words-on-a-screen publishing is well under way.
4.3 Short Answer Questions
1) Jimmy Wales created __________.
2) The concept of __________ as a comprehensive printed package of the day’s events didn’t emerge
until several centuries after Gutenberg printed his first works.
3) The Penny Press Period began with Benjamin Day’s publication of the __________.
4) Industrialization, __________, immigration, and literacy were the key factors in the rise of the mass
media during the 1830s.
5) The department that creates content for newspapers is called __________.
6) In regard to the number of dailies owned, the largest U.S. based newspaper chain is __________.
7) __________ newspapers have all but disappearedat least in part because more people have 9-to-5
jobs than previous generations did.
8) The __________ , published by the New York Times and other news media, led to a U.S. Supreme
Court ruling that discourages censorship.
9) The newspaper that was a graphics innovator, establishing newspapers as a strong visual
medium with color and graphics, is __________.
10) Rupert Murdoch’s newest newspaper is called __________ and is only available online using an
app for the Apple iPad.
11) Before the Civil War, the content of __________ was geared to classically educated audiences and
well-to-do elites.
12) __________ magazine pioneered the craft of magazine illustration with its engraved drawings of
the Civil War.
13) __________is the process of media narrowing focus to audience niches.
14) With magazine circulation dropping, __________ are shifting to alternative vehicles to carry their
messages to consumers.
15) _________ was initially funded by Microsoft as one of the first web-only magazines.
16) Inspire, one of the more radical web-only magazines, is purportedly sponsored by __________.
17) Wikipedia is having a profound impact on the sales of __________ books.
18) The most visible book industry product is the __________.
19) A Kindle is an example of a(n) __________.
20) The hottest segment of the Japanese book is the __________ novel, a mini-novel that is read a few
sentences at a time.
21) People are increasingly __________, which means they can read but don’t.
22) In an effort to stabilize both ventures and secure their financial future, Newsweek and the
online publication __________ merged in 2010.
4.4 Matching Questions
Match each publication in the left column with its most appropriate descriptor in the right column..
1) Wikipedia
A) Highly-regarded reference book
2) The Daily
B) Trade journal
3) New York Times
C)Top-selling shelter magazine
4) Better Homes & Gardens
D)Brought a landmark libel case to the U.S. Supreme Court
5) USA Today
E) iPad App
6) Wall Street Journal
F) Created by Jimmy Wales but edited by readers
7) Playboy
G) Emphasis on brief stories and crisp graphics
8) Harper’s Weekly
H) Featured Q & A style personality profiles
9) Physician’s Desk Reference
I) Published Civil War illustrations as news
10) Hollywood Reporter
J) Largest circulation daily in the U.S.
Chapter 4 Ink on Paper
Match each concept in the left column with its definition or an example from the right column.
1) Online encyclopedia
A) Reference book
2) Penny paper
B) Kindle
3) Circulation
C) Gannett
4) Newspaper chain
D) Gets publications from the press to the reader
5) Paywall
E) First media product to reach a truly mass audience
6) Highbrow slick
F) Wikipedia
7) Long-form journalism
G) Online payment mechanism
8) Muckraking
H) Magazine innovation
9) Physician’s Desk Reference
I) Investigative reporting
10) E-reader
J) The New Yorker
4.5 Essay Questions
1) Identify the three major ink-on-paper mass media and discuss how they compare in terms of
their content, timeliness, and regularity.
2) Discuss the impact of“penny papers” such as the New York Sun on readers and businesses in the
cities where they were published and explain how their content differed from earlier newspapers.
3) Discuss the role newspapers play in the democratic process, particularly the impact of their
4) Describe two innovations in content or presentation that were introduced by magazines and
later made their way into other media.
5) Describe how demassification has helped the magazine industry throughout its history. Cite at
least three specific magazines and explain how they were helped or hurt by demassification.
6) Briefly describe three advantages book publishing houses have over newspaper and magazine
publishers in trying to transition into an online environment.
7) Identify and discuss three distinct losses our culture is likely to suffer if ink-on-paper
newspapers and magazines cease to exist or, at best, substantially decline and have to exist
primarily online.
