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War of Words
United Press International

Journalist 1 & C - Advanced manual for Journalism and other reporting practices
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You  must  not  favor  one  medium  over  another; however, you must take advantage of the potential and recognize   the   limitations   of   each   for   circulation, selectivity  of  publics,  influence  or  prestige,  appearance and  flexibility  in  the  timing  of  news  releases.  One common limitation is that coverage does not guarantee public knowledge or understanding of an issue. You cannot expect radio to do a job that is better suited for a newspaper, or for a newspaper to do the entire job of communicating in an era when the electronic media have access to virtually all American homes. NEWSPAPER The newspaper is the oldest medium of mass com- munication and the backbone of public information. While the number of newspapers published in America has declined with the ascendancy of television, total circulation is increasing. Characteristics  of  newspapers  include  the  follow- ing: l l l l l l Attraction of habitual readers and a tendency to build  confidence  among  them Coverage  in  greater  depth  than  broadcast  or pictorial  media Style  of  presentation  and  organization  that permits  gaining  superficial  knowledge  of  readers Timely coverage when compared to magazines or books Provide  information  and  entertainment  that  help shape  public  opinion More  permanence  than  messages  from  electronic media  or  oral  communication There are differences between the metropolitan daily,  the  suburban  or  neighborhood  daily  and  the weekly newspaper. Where a metropolitan daily focuses on international, national and top-level local news and features,  a  suburban  daily  (or  weekly)  may  limit  itself to local and regional news with only brief summaries of national  and  international  news.  Suburban  newspapers have  grown  in  popularity  recently  because  of  their comprehensive  coverage  of  local  news. RADIO Radio became a medium of mass communication in the  1930s.  Its  advantages  are  immediacy,  variety, mobility  and  aural  appeal.  Because  of  the  recent resurrection  of  the  AM  news/talk  format,  the  radio listening audience may include nearly every individual in the country. Radio  is  conversational,  informal,  intimate  and timely. It has an almost instantaneous reaction time to fast-breaking news but is limited to headlines and high points. TELEVISION Television is the newest and most potent of mass communications media. It combines the impact of sight and  sound  with  the  immediacy  of  radio.  Communication satellites and roving news teams can relay live telecasts from almost anywhere in the world or even outer space. Television  has  extended  the  eyes  and  ears  of  Americans to the point where they are participants in the “global village.” Television  news  programs  are  network  (60  Minutes, 20/20, etc.) or local in origin. Most local stations do live coverage  and  welcome  the  opportunity  to  consider videotapes  of  significant  military  news  or  feature events, including sports. In many areas, television stations are owned by or closely  allied  with  newspapers.  Most  use  both  The Associated  Press  and  United  Press  International  wire services. Your  office  may  be  called  upon  by  radio  and television broadcasters to help produce news programs about military topics. When requests come from local television or radio stations, you should provide help as long as you do not violate the basic considerations of security, accuracy, propriety and policy or interfere with the  military  mission.  Providing  technical  help  to broadcasters is routine at military bases. There  is  no  common  standard  for  preparing  news feature material used by all broadcasting stations. You should  determine  each  station’s  requirements  for  format and length of news items and features, size of still news photos  and  preferences  for  slides,  photos  or  videotape footage. NEWS SERVICES News services, often called wire services, exist to provide  the  mass  media  with  coverage  they  cannot afford to get by any other means. Mark Twain once said, “There are only two forces that carry light to all concerns of the globe, the sun in the heavens and The Associated Press  down  here.” 4-3







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