Remodeling the World's Newspapers (Doug Underwood)

• 1993 ----- color ----- 27 min ----- vhs
• (Upon Reflection series) Host Marcia Alvar speaks with Doug Underwood, journalist and author of When MBA's Rule the Newsroom. Mr. Underwood reflects on the place of journalism vs. marketing strategies in the modern newspaper. He points to USA Today as a paper, thoroughly market researched, which tries to imitate television, ie. the "skim" approach, and fails. He contrasts this style to the more traditional approach. He acknowledges that some newspapers, including the Seattle Times, have swung back to the old-fashioned approach--the business of journalism should be journalism, not selling newspapers.
• Topics: (Communications, Economics, Sociology)