Shephard on the Wisconsin State Journal’s Ellen Foley

Jason Shephard has written an excellent piece on Madison’s largest daily newspaper, the Wisconsin State Journal:

Ellen Foley missed the afternoon news meeting where her deputy editors debated story selection for the next day’s front page. But later, the Wisconsin State Journal editor saw the planned lead story and blurted out, “Who cares?”

The story, which ran earlier this summer, reported that several Madison high schools failed to meet new federal standards. Foley feared her paper’s readers — starved for time and wanting relevant and engaging writing — wouldn’t be pulled into the piece. So she directed an assistant editor to repackage it.

“I’m sure he was thinking, ‘Oh boy, the last thing I need tonight is the editor giving me tips on how to do my job,’” recalls Foley, who advised him anyway. She hammered home the importance of “creating context” in the story’s first six paragraphs. She also wanted breakout boxes to list the failing schools and explain the standards.

Jason dug up some interesting data on daily newspaper readership:

One is to shift emphasis from circulation data to readership stats.

“We know people are reading our paper,” says Phil Stoddard, Capital Newspapers’ circulation director. “They’re just not buying it.”

The State Journal points to studies that suggest its readership is at sky-high levels. “The numbers for Capital Newspapers are absolutely stellar,” boasts an internal memo from the company’s marketing director, Jon Friesch. “In Dane County, 83% of adults read the Sunday Wisconsin State Journal, and 79% read the daily or Saturday edition of The Capital Times or Wisconsin State Journal.”

But while these numbers come from an independent company, Scarborough Research, they may be misleading, since they include even casual readers. The 83% number, clarifies Friesch, measures respondents who have read the Sunday paper “in the last month”; the 79% number is respondents who have read either of the two dailies “in the past five days.” bold added

From 1985 to 2005, the State Journal’s daily circulation saw a 20% increase, from 76,903 to 92,081. Sunday circulation also rose, from 138,086 in 1985 to 150,616 last year. But over the last decade, the number has trended downward, from a 1994 high of 166,205. Single-copy Sunday sales have taken the biggest hit, says Stoddard, who calls the Sunday paper the company’s “bread and butter.”

One strategy employed by newspapers is to hike so-called soft circulation. For instance, residents of more than a dozen Madison apartment complexes are eligible for free and discounted subscriptions, with billing included in their monthly rent. Sunday shoppers at Sentry Hilldale are given a free State Journal. Oil-change customers at Valvoline can read a complimentary Cap Times or State Journal while their car is serviced. (Elsewhere in the country, advertisers have filed class-action lawsuits alleging that circulation numbers have been improperly inflated.)

UW’s Charles Franklin Launches Pollster.com

Pollster.com:

Pollster.com is the new home of Mystery Pollster, the blog that has labored to demystify the art and science of political polling for the last two years, but it is also much more. Our Polls feature will take you to pages with complete listings of all the public polls available for the most competitive races for Senate and Governor with an important bonus: Interactive charts that show you how the poll results compare to each other as well as trends over time.

Before you dive into the data pages, let me tell you about the incredible team behind Pollster.com. Regular MP readers will notice a similarity between our charts and the stellar graphics produced by our friend Charles Franklin, professor of Political Science at the University of Wisconsin and creator of the blog PoliticalArithmetik. Franklin is a central part of the Pollster team and will also provide frequent commentary here on the Pollster blog as well as lead in the development of new ways to visualize results graphically.

By the way, today also marks the debut of our strategic partnership with Slate Magazine. We have worked with Slate to create an Election Scorecard that will track the daily trends in the race to control the U.S. Senate, the House of Representatives and key Governorships in 2006. With the help of Charles Franklin, I will write a daily update for Slate through Election Day on where those races stand. Links to that update will also appear here daily.

RSS Feed.

More about Franklin:

Charles Franklin is the co-developer of Pollster.com. He will provide frequent commentary and lead in the development of new ways to visualze polling results graphically. Franklin is the creator of PoliticalArithmetik (“Where numbers and politics meet”) and a professor of political science at the University of Wisconsin, Madison. He specializes in the statistical analysis of polling and election results.

Who Killed The Newspaper?

The Economist:

“A GOOD newspaper, I suppose, is a nation talking to itself,” mused Arthur Miller in 1961. A decade later, two reporters from the Washington Post wrote a series of articles that brought down President Nixon and the status of print journalism soared. At their best, newspapers hold governments and companies to account. They usually set the news agenda for the rest of the media. But in the rich world newspapers are now an endangered species. The business of selling words to readers and selling readers to advertisers, which has sustained their role in society, is falling apart (see article).
Of all the “old” media, newspapers have the most to lose from the internet. Circulation has been falling in America, western Europe, Latin America, Australia and New Zealand for decades (elsewhere, sales are rising). But in the past few years the web has hastened the decline. In his book “The Vanishing Newspaper”, Philip Meyer calculates that the first quarter of 2043 will be the moment when newsprint dies in America as the last exhausted reader tosses aside the last crumpled edition. That sort of extrapolation would have produced a harrumph from a Beaverbrook or a Hearst, but even the most cynical news baron could not dismiss the way that ever more young people are getting their news online. Britons aged between 15 and 24 say they spend almost 30% less time reading national newspapers once they start using the web.

Related: Warren Buffet: “Newspapers are a business in permanent decline.” I think the roots of the problem can be found in this post by Brenda Konkel. Daily newspapers, despite generating tremendous margins and cash flow, have in my view, shied away – in general from the more challenging issues. A friend refers to this as “not wanting to offend anyone”. At some point, this desire will be fatal to their business models.

Finally, like any organization, with the founders long gone and the remnants simply part of larger corporations it’s unlikely that most dailies will do what’s necessary in a new media age.

Tufte on “Beautiful Evidence”

Jeffrey Freymann-Weyr:

Edward Tufte has been described by The New York Times as “The Leonardo da Vinci of Data.” Since 1993, thousands have attended his day-long seminars on Information Design. That might sound like a dry subject, but with Tufte, information becomes art.

Tufte’s most recent book, Beautiful Evidence, is filled with hundreds of illustrations from the worlds of art and science. It contains historical maps and diagrams as well as contemporary charts and graphs. In one chapter alone, there’s an 18th-century depiction of how to do a cross-section drawing of how a bird’s wing works and photos from a 1940s instruction book for skiing.

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The New Turbo, actually TURBO


Dan Neil takes spin a or three:

IT’S taken me this long to recognize what I love about a Porsche 911 Turbo. And no, it’s not the internal-combustion volcanism — now up to 480 hp in the 2007 model — or the claws-in-the-carpet grip, the carbide-steel stiffness, the perfect steering or land-anchor ceramic brakes.

It’s this: The 911 Turbo is the only ultra-performance sports car that’s in good taste.

The Decline of the Newspapers

Thomas C. Reeves:

Circulation for the nation’s daily newspapers has been declining steadily since 1990. In 2004 and 2005, daily circulation dropped 3.5% and the Sunday circulation declined by 4.6%. In the six months period ending in March, 2006, daily circulation fell 2.5% and the Sunday editions fell 3.1%. Readership declined in almost every demographic group and among people with all levels of education, even those with postgraduate degrees. One study found that baby boomers read newspapers a third less than their parents, and generation Xers read them a third less than the boomers.

“The Penalty of Leadership”

Peter DeLorenzo noted that Cadillac is resurrecting a classic ad campaign: “The Penalty of Leadership“:

Speaking of Liz’s Boyz, prominently displayed in their new “Life. Liberty. And the pursuit.” ad campaign for Cadillac is the famous, “The Penalty of Leadership” ad written by Theodore MacManus, which was done for Cadillac back in 1915. Gee, we wonder where they got the idea to use that?

McKinsey on the Continuing Decline in TV selling Power

Abbey Klaassen:

A study is about to give Madison Avenue a fresh pummeling: McKinsey & Co. is telling a host of major marketers that by 2010, traditional TV advertising will be one-third as effective as it was in 1990.

That shocking statistic, delivered to the company’s Fortune 100 clients in a report on media proliferation, assumes a 15% decrease in buying power driving by cost-per-thousand rate increases; a 23% decline in ads viewed due to switching off; a 9% loss of attention to ads due to increased multitasking and a 37% decrease in message impact due to saturation.

“You’ve also got pronounced changes in consumer behavior while they’re consuming media,” said Tom French, director at McKinsey. “And ad spending is decreasingly reflecting consumer behavior.”

Latest Mainstream Media Statistics:

Chris Anderson: