Midterm Exam

Question 1

Payola

Answer 1

Payment of cash or gifts by recording companies to disc jockeys or program directors in exchange for air play

Question 2

Radio Act of 1912

Answer 2

Required federal licenses for people who wanted to broadcast or receive messages

Question 3

HD Radio

Answer 3

Makes it possible for radio stations to transmit real-time text-based information services as well as programming

Question 4

Most significant trend in radio today is toward?

Answer 4

Greater audience segmentation

Question 5

Blanket licensing means?

Answer 5

the American Society of Composers, Authors and Publishers charged stations a fee for licensed music

Question 6

T or F: Supporters of deregulation believe that radio will become more competitive because the larger companies can give more financial support to their stations than single owners can.

Answer 6

True

Question 7

The disc jockey, as a media personality, was made possible by

Answer 7

Cooperative broadcasting licensing by BMI

Question 8

Narrowcasting

Answer 8

Identifying a specific audience segment and programming

Question 9

Arbitron ratings have been criticized because they

Answer 9

under-report minority and non-English-speaking listeners

Question 10

Telecommunications Act of 1996

Answer 10

Removed government restrictions on the radio industry

Question 11

To attract more readers, newspapers:

Answer 11

added special sections for young people and women

Question 12

Radio

Answer 12

Where the first major competition for newsreaders in America came from

Question 13

Internet versions of newspapers

Answer 13

Generate a lot less revenue for advertising than paper editions

Question 14

Seditious

Answer 14

Language that incites rebellion against the government

Question 15

Alien and Sedition Laws

Answer 15

the U.S. cereal government’s first attempt to control the press

Question 16

Alternative press

Answer 16

Challenged the conventional wisdom and espoused “radical” ideas

Question 17

Women sometimes became publishers in colonial times because

Answer 17

They belonged to family printers

Question 18

What is not associated with tabloid journalism

Answer 18

Investigative journalism on important public issues

Question 19

Yellow journalism

Answer 19

A form of sensationalized reporting that emphasizes crime, sex and violence

Question 20

Early colonial newspapers

Answer 20

printed “Published by Authority” on the first page to indicate British approval

Question 21

One of therein arguments against advertising

Answer 21

advertising reduces competition and creates monopolies

Question 22

Viral Marketing

Answer 22

pass-along advertising messages

Question 23

What was the purpose of the media owners’ response to consumer complaints about advertising in the 1800s?

Answer 23

To develop an open advertising policy, which allowed them to continue to accept ads while criticizing at the same time

Question 24

Federal Trade Commission

Answer 24

the federal agency with the main responsibility for monitoring ads for deception

Question 25

T or F: Advertising on the internet generally guarantees increased sales for advertisers

Answer 25

False

Question 26

The ubiquity of advertising means:

Answer 26

advertising is everywhere

Question 27

Demographics

Answer 27

the analysis of audience characteristics such as gender, age and marital status

Question 28

Click-through rate

Answer 28

Rate at which someone visits a website to learn more because of an internet ad

Question 29

In practice adopted from radio, early TV programs usually:

Answer 29

Carried direct sponsorship

Question 30

Advertising

Answer 30

a mass medium, any unpaid form of non-personal presentation by an identified sponsor, how American consumers pay for most of their media

Question 31

"Muckracker" was a derogatory slang term for a magazine journalist who investigated and reported on:

Answer 31

Abuses by government and big business

Question 32

Pass-along readership

Answer 32

When you read a magazine and give it to a friend

Question 33

Postal Act of 1879

Answer 33

When magazine growth was encouraged

Question 34

Consumer magazines

Answer 34

The type of magazine that makes the most money

Question 35

T or F: Parenting is the nation's most successful family magazine

Answer 35

True

Question 36

Trade, technical and professional magazines

Answer 36

What people in a particular industry read to learn more about their business

Question 37

Why do magazine companies consolidate ownership?

Answer 37

So that advertisers will be able to reach only the people they want

Question 38

Which medium can be most effective at targeting audiences?

Answer 38

Magazines

Question 39

Why are magazines traditionally more open than newspapers to literary and journalistic contributions by female writers?

Answer 39

Women have been sizable potential audience for magazines, more so than newspapers

Question 40

Today, most magazines are general interest and still play the cutting-edge social, political and cultural role they played in the past.

Answer 40

False

Question 41

What does "the culture and commerce of publishing" refer to

Answer 41

Making money

Question 42

What does "culture" refer to

Answer 42

The importance of publishing only those books that reflect American ideals

Question 43

Like any business, publishing houses want to build their profits. What do they look for to increase the bottom line?

Answer 43

Subsidiary and international rights

Question 44

The introduction of paperbacks books in the early 20th century resulted in

Answer 44

A democratization of reading in America

Question 45

What is not an example of how technology has changed the way books are produced and promoted

Answer 45

Streamlining the publishing process to save on natural resources

Question 46

Through the revolutionary war, who was the most-read author in America?

Answer 46

Thomas Paine

Question 47

Which early event contributed to the growth of the U.S. book publishing industry in the 20th century?

Answer 47

Founding of the Book-of-the-Month Club

Question 48

T or F: Before 1891, American authors and foreign authors cost the same to publishing houses

Answer 48

False

Question 49

How long does it approximately take from the time a book deal is signed by an editor until published

Answer 49

18 months

Question 50

What did NOT make the Google Book Project controversial?

Answer 50

Possible lawsuits over book content

Question 51

T or F: Publishers make most of their money from mass market paperbacks, audio books & e-books

Answer 51

False