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The Changing ReaderBy Michael P. Smith and Hazel Reinhardt Dramatic shifts in society will forever change newspapers and the markets that they serve. The Changing Reader: Understanding the Forces Changing Newspapers takes an outside-in look at the future and considers the impact of demographic, societal, political and technological trends. Co-authors Michael P. Smith and Hazel Reinhardt, with assistance from students and faculty of the Medill School of Journalism, analyze what newspaper readership will look like in the next century and offer their thoughts on how content should respond to these changes. Rich with facts and insights, The Changing Reader outlines how corporate strategy, editorial content and the definition of the newspaper marketplace must shift. The book was written with three goals: to identify the trends and issues that should be on a forward-thinking editor's radar screen, to offer a roadmap for editors to learn more from the existing research, and to report on how we can serve our aging core readers better. The Changing Reader is a must-have for any strategic editor. Download a PDF version of this report here. |
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