The Print Media Audience

The print media seem to exemplify best the stages in audience evolution. Early books, which were lettered by hand, were usually kept chained to a table in a monastery, and only those privileged people who could read could make use of them. We have already seen how the content of early newspapers and magazines was selected to appeal to elite socioeconomic groups: the policymakers, the educated upper class, and the political leaders who had money to spend and who were interested in business news, sermons, speeches, political events, and book reviews. Newspapers began moving into the mass stage when Benjamin Day realized that technological, economic, and social conditions were right for the penny press in general and his New York Sun in particular. Magazines entered the mass stage more gradually. During the late nineteenth century, Mcclure's and Ladies' Home Journal took the first steps in this direction, and the success of Reader's Digest, Lift, and Look signaled that the mass stage was firmly established by 1930. Of course, not all magazines and newspapers were aimed at a mass audience; some continued to cater to the elite, while others went after more specialized audiences. The point is that we can generally identify consistent patterns in the way audiences change over the years.

Both newspapers and magazines now appear to be in the specialized stage. Magazines in particular illustrate this trend. Almost every occupational and special-interest group has a publication directed at it. In fact, there are only two general-interest magazines left: TV Guide and Reader's Digest. Although newspapers are not yet as specialized as magazines, the trend toward special supplements, zoned editions, and inserts indicates movement in that direction. Although the print medium has yet to enter the interactive age, some movement in that direction is evident. Many newspapers have "telephone polls" in which readers can call in and leave a comment or a message. Other newspapers are publishing a "faxpaper" to those who request it. Some magazines and newspapers have set up 900 numbers with special informational messages for consumers with particular interests. In the book publishing industry, many children's and young people's novels are written so that the reader actually selects the various plot options and constructs the story as he or she reads along. In addition, there are a large number of role-playing or interactive fiction computer programs which literally put the reader/player in charge of the story.

Ex. 1. Answer the following questions:

1. What stages in audience evolution can be distinguished?

2. Describe each stage in audience evolution.

3. Are transitions from one stage to the next possible?

4. What factors influence the audience evolution?

5. How has the print media audience been evolved?

6. Has the print medium entered the interactive stage nowadays? Discuss with your partner.

Ex. 2. Give Russian equivalents to these expressions:

1. Потенциальная аудитория 7. оставить комментарий или

сообщение

2. среднестатистический мужчина 8. потребители с определенными

интересами

3. присоединиться к процессу 9. представлять более образованные

слои общества

4. вкусы элиты 10. обращаться к определенным

сегментам аудитории

5. эволюция аудитории 11. удовлетворять требованиям элиты

6. наличие электричества 12. в частности

Ex. 3. Match the words with their definitions:

Ex. 4. Form nouns from the following words:

To occur, to exemplify, to indicate, to establish, to transmit, to cater, to supply, to appeal, to present.

Ex. 5. Insert the words and phrases given into the sentences. Translate the sentences into Russian:

4. In general terms, we can identify at least four __________ in audience evolution.

5. In the mass audience stage, the potential audience consists of _____________ , with all segments of _________ likely to be represented.

6. Media content is _____________ designed to appeal to _____________ audience segments.

4. In effect, the audience member joins in the process as __________ or, in some cases, even as a ____________ of information.

5. Certain media audiences within a single ____________ may be at different levels of evolution.

6. We have already seen how the ___________ of early newspapers and magazines was selected to ___________ to elite socioeconomic groups.

Text B