Background
Lichty, Lawrence Wilson was born on June 14, 1937 in Pasadena, California, United States. Son of Kenneth Bellingham and Juanita (Wilson) Lichty.
( Will shrinking budgets and growing competition force ne...)
Will shrinking budgets and growing competition force network television news to compromise program quality? Can big-city newspapers improve circulation in the audiences advertisers want to reach? Will the wire services diversify into other areas of communications technology? What changes lie ahead for nation newsmagazines? In The Future of News, top media experts offer a probing analysis of the news business today and its place in American culture tomorrow. Charting the past decade's media trends, the authors show how an increasing segment of the population is rejecting broadly targeted media "packages" in favor of more focused, specialized information. Television network news producers, for example, face a growing viewer preference for cable news services, attention-grabbing local news programs, and lurid "infotainment" shows often broadcast by the networks own affiliates. At the same time, urban newspapers and national newsmagazines are losing readers―and revenues―despite increased news and feature coverage and frequent graphic "makeovers." And with the advent of new, competing technologies, the nation's wire services also face an uncertain future. Analyzing these and other trends, The Future of News offers a thoughtful and provocative preview of the media's role in the coming century.
http://www.amazon.com/gp/product/094387534X/?tag=2022091-20
(When one hears or reads the term "ratings," one often thi...)
When one hears or reads the term "ratings," one often thinks of television or radio programs competing for an audience. However, the picture is much larger than that. People working in advertising and the electronic media are well aware of the significance of ratings data. Students considering careers in media such as broadcasting and journalism are compelled to study the process and results of audience ratings. However, in Ratings Analysis: Theory and Practice, Webster and Lichty exemplify the many ways in which ratings can be vital to other vocations, such as social scientists interested in mass communication and media policymakers. The book not only covers the many applications of ratings data, but also delves into the means by which the data are collected, and finally, how the data should be analyzed. The authors have made an effort to keep the language understandable for a large range of potential readers.
http://www.amazon.com/gp/product/0805802398/?tag=2022091-20
(Ratings Analysis: The Theory and Practice of Audience Res...)
Ratings Analysis: The Theory and Practice of Audience Research provides a thorough and up-to-date presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the tools for becoming informed and discriminating consumers of audience information, from broadcasting to cable to the World Wide Web. In its third edition, this essential volume: *illustrates applications of audience research in advertising, programming, financial analysis, and social policy; *describes audience research data and summarizes the history of audience measurement, the research methods most often used, and the kinds of ratings research products currently available; and *discusses the analysis of audience data by offering a framework within which to understand mass media audiences and by focusing specifically to the analysis of ratings data. Appropriate for all readers needing an in-depth understanding of audience research, including people working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics, critics, policy-makers, and students of mass media.
http://www.amazon.com/gp/product/080585410X/?tag=2022091-20
speech communications educator
Lichty, Lawrence Wilson was born on June 14, 1937 in Pasadena, California, United States. Son of Kenneth Bellingham and Juanita (Wilson) Lichty.
Bachelor, University of Southern California, Los Angeles, 1959; Master of Arts, Ohio State University, 1961; Doctor of Philosophy, Ohio State University, 1964.
Assistant professor, Long Beach (California) State College, 1963;
from assistant professor to professor, University of Wisconsin, Madison, 1964-1979;
director audience research, National Public Radio, Washington, 1978-1980;
professor, U. Maryland., College Park, 1980-1985;
professor radio/tv/film, Northwestern University, Evanston, Illinois, since 1985;
department chairman radio/tv/film, Northwestern University, Evanston, Illinois, 1985-1987. Director media studies project Woodrow Wilson International Center for Scholars, Washington, 1990-1993. Director media research The Vietnam Project, WGBH-television, Boston, 1981-1983.
Consultant history research for Making Sense of the Sixties, 6 one-hour documentaries, WETA-television, 1989-1990.
( Will shrinking budgets and growing competition force ne...)
(Ratings Analysis: The Theory and Practice of Audience Res...)
(When one hears or reads the term "ratings," one often thi...)
Married Sandra Kay Shaw, August 4, 1962. Children: Belinda Kay, Laurel Wilson.