Kinsella, "The Oprah Effect"
What effects has Oprah's book club had on the publishing industry?
Why is Oprah Winfrey’s Book Club important to booksellers?
What impacts does Oprah expect her book club to have?How did Oprah Winfrey adapt Oprah’s Book Club to her audience?
Jones, "Radio Activity"
Why do mainstream radio stations play such a narrow range of songs?
Who decides what these stations play?
Chonin, "Girl Wide Web"
Why have magazines catering to hip young women have been rare in the past?
What has shaped culture in the 1990’s?
How is Maxi different from previous feminist magazines?
How did the various ‘zine editors pool their resources?
Calvacca, "The Color of Money Part I"
Why are ad sales are generally lower for "ethnic" magazines?
What factors affect magazine ad sales and which is most important?
What is "microtargeting" and why is it important?
Why are minority magazine optimistic?
Schnuer, "The Color of Money Part II"
What medium still has trouble attracting advertisers for minority audiences?
What do minority magazine publishers usually do to attract advertisers?
What factors are most likely to lure advertisers to buy space in minority magazines?
Stein, "Slate vs. Salon"
What business contributed the money to start Slate?
What business contributed the money to start Salon?
What does David Talbot believe draws readers to Salon?
What kind of content does Slate focus on?
What is the financial situation of the two magazines?
Dee, "Myth of 18 to 34"
How does commercial television make its money?
Who are the most “voracious cultural consumers”?
What group is most freuqntly targeted by advertisers?
What was a "Unique Selling Proposition" and what was it used for?
What did advertisers prize in 1960s audiences?
Nowadays, who conducts market research?