CommentSWOT Analysis: Disney Considers Acquisition of Yahoo! A Case StudyAssignment for a Media Management CourseJeff Blevins. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48CurriculumDon’t Isolate E-Business from the Marketing Communication CurriculumJim Pokrywczynski. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54ClassroomCombining Research and Teaching for Undergraduate and Graduate StudentsThomas Nelson . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63CommentYo, Yo, Yo! This is the Hip-Hop CNNTimothy D. Pollard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66ReviewSheila E. Schroeder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68AnnouncementsPersonnel, <strong>Feedback</strong> Going Electronic, BEA Member Counts . . . . . . . . . . . . . . . . . 69AnnouncementsBEA Call for Papers, Scholarship Winners. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
COMMENTTHE BODY COUNTDeborah Potter, News Labpotter@newslab.orgThis is a cautionary tale. Its message is sobering for anyone who cares about broadcastjournalism, especially for students hoping to make a career in television or radio news.But it’s something they need to know, the sooner the better. The profession they’d liketo pursue may be more demanding than they realize. And their college education maynot adequately prepare them for what they’re about to face in a workplace that iswoefully understaffed.When Dan Rosenheim was managing editor of the San Francisco Chronicle, heoversaw a staff of 375, including 225 reporters. <strong>No</strong>w, as news director at KPIX-TV inSan Francisco, Rosenheim has a full time staff of 90, with 16 reporters. Sixteenreporters, to cover the same territory the newspaper covers with more than 200. Andinstead of producing one daily newspaper, KPIX produces seven different newscastsevery day. The radio picture is even grimmer. The typical radio outlet has just one fulltimeperson in news. But wait, it gets worse. That one newsperson serves, on average,three to four stations.Those statistics explain more about the state of local news than any diatribe aboutderegulation or media mergers. It’s all you really need to know to understand why thereis so little enterprise, so much cheap-to-cover crime, and so little depth on the air. Mosttelevision reporters have a simple mission every day: Get out there and scratch thesurface. Most radio stations don’t even have reporters.Broadcast news in general “could be so much better with five or ten more discretionaryemployees” per station, Rosenheim says, longing for a world where moreresearchers and field producers could dig for information to supplement overworkedreporters. The extra bodies wouldn’t cost much, but stations are told they can’t affordthem. Huge anchor salaries and expensive equipment eat up most of their budgets, andthe profit margins demanded by corporate owners gobble the rest.It’s not a new problem. For several years, newsrooms around the country have facedlayoffs, hiring freezes or budget cuts, forcing them to make do with fewer and fewerpeople. WEEK in Peoria, Illinois, has lost 20 percent of its full time staff since 1997and News Director Jim Garrott says he doesn’t expect any additional resources in thenear future. Part of his problem is success: His station is number one in the ratings. “Itis hard to make a case to corporate that we will suffer immediately without morepeople,” Garrott says.Oddly enough, most TV managers would be happy to be in his position. At leastWEEK is not being forced to produce more news with a smaller staff, or to add newsBEA—Educating tomorrow’s electronic media professionals 1
- Page 2 and 3: Feedback November 2002 (Vol. 43, No
- Page 6 and 7: without adding enough people to do
- Page 8 and 9: his favorite questions for prospect
- Page 10 and 11: The intellectual satisfaction you
- Page 12 and 13: Finding qualitative evidence via te
- Page 14 and 15: 2 Using a two-tailed Pearson Correl
- Page 16 and 17: • We need to expand digital editi
- Page 18 and 19: Two final points: While this paper
- Page 20 and 21: 1. As elsewhere in the profession,
- Page 22 and 23: EvaluationThere will be approximate
- Page 24 and 25: CLASSROOMEMPHASIZING ETHICS: PROMOT
- Page 26 and 27: “Avoiding Plagiarism” ( http://
- Page 28 and 29: CLASSROOMMULTIMEDIA FOR MORTALS: RE
- Page 30 and 31: Video files come in a variety of di
- Page 32 and 33: CURRICULUMDISMANTLING THE SILOS: MO
- Page 34 and 35: the Web on deadline and conceptuali
- Page 36 and 37: CLASSROOMADAPTING DIGITAL LEARNING
- Page 38 and 39: strategies. Unfortunately, most tex
- Page 40 and 41: Figure 2. Good Practice and the Enr
- Page 42 and 43: CLASSROOMSTUDENTS TACKLE SUPER BOWL
- Page 44 and 45: Usually, I urge students to use the
- Page 46 and 47: aggression with intelligence, when
- Page 48 and 49: e lost in sole reporting of undiffe
- Page 50 and 51: COMMENT“SCHOOL DAYS, SCHOOL DAYS,
- Page 52 and 53: CLASSROOMSWOT ANALYSIS: DISNEY CONS
- Page 54 and 55:
analysis. SWOT is an acronym for St
- Page 56 and 57:
Disneyland ResortDisney Vacation Cl
- Page 58 and 59:
CURRICULUMDON’T ISOLATE E-BUSINES
- Page 60 and 61:
mention implications from legal and
- Page 62 and 63:
viable media alternative to televis
- Page 64 and 65:
management are needed to deliver th
- Page 66 and 67:
Humboldt, Chris (2000). How E-comme
- Page 68 and 69:
editing is a place of influence. St
- Page 70 and 71:
COMMENTYO, YO, YO! THIS IS THE HIP-
- Page 72 and 73:
REVIEWSchroeder, Sheila E. (2002).
- Page 74 and 75:
ANNOUNCEMENTS2003-2004 Scholarship
- Page 76 and 77:
ANNOUNCEMENTSBroadcast Education As
- Page 78:
NEWSJohn Mark DempseyUniversity of
Change language