• Summary
  • Contents

The SAGE Key Concepts series provide students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension. Key Concepts in Journalism offers a systematic and accessible introduction to the terms, processes, and effects of journalism;a combination of practical considerations with theoretical issues; and further reading suggestions. The authors bring an enormous range of experience in newspaper and broadcast journalism, at national and regional level, as well as their teaching expertise. This book will be essential reading for students in journalism, and an invaluable reference tool for their professional careers.


At bottom there is an assumption by most journalists that news is for people, that out there are readers, viewers and listeners. Editors, circulation managers and advertisers care greatly about the number of people who buy a publication, listen or watch at particular times. They also care about whether they're reaching the target audience and worry greatly about audience fragmentation and audience segmentation.

Audience measurement has become more sophisticated in the past 20 years. Not only are numbers gathered by the Audit Bureau of Circulations (for newspapers and magazines), BARB (for television) and RAJAR (for radio), but surveys and focus groups also generate information on the profile of the audience; their age, their interests, their habits. Measurement systems carefully define words such as ‘listener’, ‘viewer’ and ...

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