Word: readership
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Dates: during 1980-1989
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Well-intentioned newspaper executives have long bemoaned their generally poor record in recruiting minorities. Now they are discovering a compelling reason to hire minority reporters and give more space to minority issues: the bottom line. As the country's growing racial diversity is reflected in newspaper- readership studies, news executives are realizing that they must appeal to minority readers or risk losing them...
...early and mid-'70s, Ms. and Mother Jones were committed to popularizing then radical causes such as equal rights for women, environmentalism and corporate responsibility. Unlike political-opinion magazines that are content to reach a small but influential audience, Ms. and Mother Jones always aimed for a broad readership. But over time, they found themselves increasingly pigeonholed as vestiges of a bygone era. "People had a mistaken impression about what the magazine was doing," says Mother Jones editor Douglas Foster. Ms. editor Anne Summers, who took over from founder Gloria Steinem last year, was also worried about misconceptions: "Ms. readers...
Make purposeful use of capitals, underlining, positioning, and spacing. If you use a typed resume, have it reproduced by photo-offset. Beware of using too small type or reducing a typed resume, as you may also reduce your readership. Use white or ecru paper with matching envelopes and paper for your cover letters. Don't use bright-colored paper - it will overshadow your message and is more likely to land in the waste basket...
...created, in the words of its first editor, Archibald McLellan, to "publish the real news of the world in a clean, wholesome manner" -- a rarity in an era of yellow journalism. It soon won a reputation for thoughtful, analytical coverage of foreign events. In the 1970s, however, its readership began to dwindle. Worldwide circulation last year was 176,000 -- up from a 1982 low of 144,000 but still small for a national daily. Worse, the median age of its readers is a mature 58. The paper last turned a profit in 1961; this year's losses are expected...
Sassy's strong readership (circ. 500,000 after only seven issues) probably guarantees that it will survive the Fundamentalist fire. Sandra Yates, president of Matilda Publications, the New York City company that publishes Sassy, says new advertising contracts have "virtually replaced" the revenue lost from dropped accounts. In any case, the editorial content of Sassy will evolve. November's issue will contain the article "Virgins Are Cool...