UNDERSTANDING NEWS – AND HOW THE NEWS MEDIA WORKS


News is the unusual, controversial, the new. If the airplane lands, it’s not news.

News is local and topical. That’s what readers/viewers/listeners want to know about.

News tells a story. Every good story needs controversy. Think good vs. evil. You want to be the good guy.

Research indicates that readers/viewers/listeners prefer to consume “bad news” over “good news” by a 7 to 1 margin.

News is a business as well as public service. The news media would not exist without advertising. That’s why the news media generally prefer (with some exceptions NPR/PBS) the bad news or controversial news.

#Marketing #broadcast #media

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