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Chapter 05: Legacy Media
Multiple Choice Single Select
1) Jimmy Wales developed which 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 Wikipedia 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.
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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) The basic organizational structure of most newspapers includes all of the following
operating units EXCEPT
a) advertising.
b) circulation.
c) entertainment.
d) news-editorial.
9) The basic organizational structure of most newspapers includes all of the following
operating units EXCEPT
a) business.
b) circulation.
c) production.
d) sports.
10) Newspapers in the 21st century include people with all of the following job titles EXCEPT
a) bookkeepers.
b) editors.
c) publishers.
d) typesetters.
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11) Newspaper circulation in the United States 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.
12) Newspaper readership in the United States peaked in
a) 1958.
b) 1984.
c) 2001.
d) 2008.
13) 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.
14) All of the following are among the leading U.S. magazine publishers EXCEPT
a) Bethany.
b) Condė Nast.
c) Time.
d) Meredith.
15) Time Inc. publishes all of the following magazines EXCEPT
a) Car & Driver.
b) Money.
c) People.
d) Sports Illustrated.
16) 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.
17) 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
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18) Which magazine pioneered the photo essay?
a) Maxim
b) Life
c) Highlights
d) Popular Photography
19) CPM is advertising jargon for the
a) estimated number of audience members who will be exposed to an ad.
b) cost per million readers, viewers, or listeners reached by an ad.
c) number of people each dollar of advertising will reach.
d) money it takes to reach a thousand audience members with an ad.
20) 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.
21) 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.
22) What is the name for the book genre that includes encyclopedias, dictionaries, and atlases?
a) trade books
b) textbooks
c) pulp fiction
d) school books
23) 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
24) An e-book is to an e-reader as a(n)
a) book is to a library.
b) apple is to an orange.
c) computer is to a software program.
d) app is to a smart phone.
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25) Radio and the recording industry have a symbiotic relationship that
a) cuts into the profits of both as they share audiences and revenue.
b) is based on the recording industry’s need to promote and sell its products.
c) offers the greatest benefit to radio stations by increasing their appeal to advertisers.
d) used to be based on the now-illegal practice of payola.
26) The music and record industries have been connected since the
a) 1890s.
b) 1920s.
c) 1940s.
d) 1950s.
27) How many global companies dominate the recorded music industry with corporate tentacles
into other media?
a) 2
b) 3
c) 9
d) 12
28) Independently owned record-making companies that are not part of the Big Four are called
a) online outlets.
b) private labels.
c) A & Rs.
d) indies.
29) Which of the following is NOT one of the Big Three global music companies?
a) Universal Music
b) Sony Music
c) Motown
d) Warner Music
30) Who invented Napster?
a) Michael Robertson
b) David Geffen
c) Shawn Fanning
d) Steve Jobs
31) Which company did the recording industry first target in an attempt to stop file sharing of
music?
a) Grokster
b) Kazaa
c) Napster
d) iTunes
32) Downloading music without paying is considered
a) OK if you or your friend bought the CD.
b) legal.
c) illegal.
d) OK if you own the computer.
33) While it lasted, Napster did all of the following EXCEPT
a) helped drive countless radio stations into bankruptcy.
b) made Shawn Fanning a folk hero as a benefactor of music-loving computer users.
c) reduced the sale of recorded music in the United States by more than 50%.
d) violated the copyrights of music creators, producers, and distributors.
34) Which of the following has NOT suffered financially because of the online delivery of
digital music?
a) Sam Goody
b) Musicland
c) Amazon
d) Napster
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35) Whose idea was iTunes?
a) Al Gore
b) Gerald Levin
c) Steve Jobs
d) Bill Gates
36) Who introduced the iPod?
a) Apple
b) Gateway
c) Dell
d) Napster
37) Compared to Napster and other peer-to-peer file-swapping systems, iTunes offered all the
following advantages EXCEPT
a) it used a new and more efficient file format that required less disk space.
b) it was much cleaner and more virus-free than peer-to-peer file-sharing.
c) its prices and selection of available tunes was widely appealing.
d) its sound quality, although acceptable, wasn’t as good as Napster had offered.
38) Current popular radio station formats include all of the following EXCEPT
a) adult contemporary.
b) adult spontaneous.
c) classic rock.
d) urban contemporary.
39) Which medium has become a ubiquitous mass medium, available anytime, everywhere?
a) television
b) radio
c) newspaper
d) news
40) Radio remains very popular, but some of its listeners have recently been turning to all of the
following alternatives EXCEPT
a) iPods and other personal music storage devices.
b) MTV and other music programming on television.
c) Pandora and other online music streaming services.
d) Sirius XM and other direct-to-listener satellite services.
41) Thomas Edison introduced a recording-playback device in the
a) 1850s.
b) 1870s.
c) 1890s.
d) 1920s.
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42) SiriusXM, the company formed by the merger of Sirius and XM, reaches its audience via
a) terrestrial networks.
b) satellite transmissions.
c) techno-works.
d) public radio stations.
43) Terrestrial radio is a term that encompasses
a) all forms of nondigital radio.
b) radio delivered through radio towers.
c) digital radio transmissions.
d) radio programming from networks.
44) The movie and television industries at first engaged in a rivalry that began when television
began drawing huge audiences in the
a) 1930s.
b) 1940s.
c) 1950s.
d) 1960s.
45) What was the name of the early television show that borrowed the innovative, movie-
production technique of using three cameras to film episodes?
a) Gunsmoke
b) I Love Lucy
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c) The Twilight Zone
d) The Wonderful World of Disney
46) The process of melding the television and movie industries was spurred forward by all of the
following EXCEPT
a) concentration of early television production and executive offices on the West Coast.
b) cooperation between ABC television and Disney Studios in producing Disneyland as a
series.
c) filming I Love Lucy with three cameras and editing it instead of airing it as a live sitcom.
d) television executives deciding to air the Movie of the Week series in prime time.
47) The historic distinction between Hollywood and television as rivals has
a) increased in intensity.
b) almost completely disappeared.
c) become more defined.
d) remained constant.
48) As television emerged as a national mass medium, it followed patterns set by radio in all of
the following EXCEPT
a) free programming for the audience because advertisers are paying to reach them.
b) government regulation that includes mandatory licensing of stations.
c) a synergistic relationship with the movie industry for program content.
d) a two-tier infrastructure of local stations with content provided by national networks.
49) What entity is a quasi-governmental agency that channels tax-generated funds into a U.S.
noncommercial television and radio system?
a) Corporation for Public Broadcasting
b) Carnegie Commission on Educational Television
c) Federal Communications Commission
d) Public Broadcasting Service
50) PBS is an acronym for
a) Pioneer Broadcast System.
b) Personal Broadcasting Services.
c) Public Benefit Satellite.
d) Public Broadcasting Service.
51) Which is the largest satcom operator in the United States?
a) Dish Network
b) DirecTV
c) EchoStar
d) Star TV
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52) The major components of the movie industry are production, exhibition, and
a) countercensorship.
b) promotion.
c) research.
d) distribution.
53) The U.S. movie industry is dominated by how many major studios?
a) three
b) four
c) six
d) nine
54) The movie industry is dominated by a handful of major studios that includes all of the
following EXCEPT
a) Columbia.
b) MGM/UA.
c) Paramount.
d) 20th Century Fox.
55) Which is true about the number of movie tickets sold today compared to those sold right
after World War II?
a) There are a quarter of the number of tickets sold today compared to right after WWII.
b) There are half the number of tickets sold today compared to right after WWII.
c) There are twice the number of tickets sold today compared to right after WWII.
d) There are slightly more tickets sold today compared to right after WWII.
56) In 2006, Disney offered $7.4 billion to acquire
a) Universal.
b) Pixar.
c) Columbia.
d) Warner Brothers.
57) Which Hollywood studio was started by David Geffen, Jeff Katzenberg, and Steven
Spielberg?
a) New Line
b) Pixar
c) DreamWorks
d) United Artists
58) Ben Day’s Sun newspaper ushered the industry into a _________-dependent one.
a) advertising
b) subscriber
c) government
d) donation
59) Trade organizations serve their members’ interests and also
a) help their member companies do a better job.
b) solicit higher wages for everyone in an industry.
c) fuel supply and demand in the organization
d) open the doors for better trade opportunities.
60) Adam Shlachter calls the generation coming of age now Generation S. The S stands for
a) screen.
b) simple.
c) standard.
d) symbiotic.
61) Arthur Sulzberger, Jr., argues that the media today, in order for it to be successful in the
future, needs to focus on
a) content.
b) delivery.
c) exhibition.
d) distribution.
