Best of the President’s Roundtable

Technology, communication, and journalism industry leaders convened in Jesse Auditorium Friday afternoon to discuss the futures of technology and journalism. The session, officially titled “Communication for a Digital Globe,” was taped by KETC/Channel 9 of St. Louis for future broadcast. University of Missouri System President Gary Forsee hosted the roundtable, and Russ Mitchell, BJ ’82, of CBS News moderated the discussion. The seven panelists were

• Carol Loomis, Senior Editor at Large, Fortune;
• Ralph de la Vega, President and CEO, AT&T Mobility;
• Sue Bostrom, Executive Vice-President and Chief Marketing Officer, Cisco;
• David Dorman, Chairman of the Board, Motorola, Inc.;
• Mark Hoffman, President, CNBC;
• Amy McCombs, President and CEO, Women’s Foundation of California;
• Dave Senay, President and CEO, Fleishman-Hillard.

Below are some of the best of the comments offered by these experts. (I say “some” because to capture all the great insights would be an impossible task.)

 

On the future of handheld wireless devices (Blackberries, iPhones, etc.):

“Devices will be more complex and yet simpler to use.” —de la Vega

“Technology evolves in step functions, not always smoothly.” —Dorman

“We have to have both the content and the devices together.” —Bostrom

“I think it’s (wireless communication) making the world smaller. It’s making the world more accessible.” —Hoffman

“If the market sees value in the new apps, they’ll survive.” —Hoffman

“If you build it, they will come, and they will find it.” —Hoffman

 

On the mainstream media:

“When I graduated, there was no such word as ‘convergence.'” —Mitchell

“The mainstream media have got their head out of the sand and have really started to move forward. … Look at where the elephants are dancing—and you want to make sure they’re dancing and not rushing at you. … I think we have a lot of those elephants at this table.” —McCombs

“There have been many times in history where (people said) the mainstream media would be dead. … I think none of it will die. I think all of it will change. There will be written word … on paper. There will be written word … on wireless devices.” —Hoffman

“I probably have my feet stuck in the mud of the mainstream media more than anyone else (on the panel), and I can tell you, we’re trying to slog out of it. … There’s always going to be a market for trusted information, but the question is who’s gonna pay for it.” —Loomis

“You will see our students inventing the future of journalism (at the new Reynolds Journalism Institute).” —audience member Dean Mills, dean of the Missouri School of Journalism

“Where the quality comes in is (in) the analysis, in the thorough discussion of what’s going on. … If we do let ourselves get away from that which is fundamental in journalism—and that is telling the story—we’re going to have a pretty boring society.” —Hoffman

 

On credibility:

“If you had to pick one thing, I think that’d be the one that you’d pick. … Credibility, which is quality, is at the center of every successful media (outlet).” —Hoffman

“Credibility, regardless of the medium you use, is important. … I think it is better … to just let the credibility sort itself out.” —de la Vega

“It’s the self-policing nature of the Internet.” —Bostrom

 

On citizen journalism:

“When I hear terms like ‘citizen journalist,’ it strikes me like ‘amateur physician.'” —Dorman

“I wonder if people are flocking to places of comfort, rather than places of tension, of dialogue.” —Senay

“The journalist today is engaged in a seminar and not in a one-way lecture anymore.” —McCombs

“Does it scare anyone that there are no gatekeepers? I know it scares me.” —Mitchell

“I can tell you I’ve been misquoted online as many times as I have in the traditional media.” —de la Vega

“The idea of the gatekeeper is very frightening. … The role of the journalist is really the curator, helping (the reader) to wander through the vast array (of information).” —McCombs

 

On future communications and interactions among people:

“It’s not about the power of physical connection, it’s about the human network.” —Bostrom

“Informing people, persuading people, and connecting people with people—that sounds like a great description of the Internet.” —Senay

“The market itself, the killer application, is still people talking to each other.” —Dorman

“I was talking to an 18-year-old who thought e-mail was passé.” —McCombs

 

Advice for current students in the J-school:

“Consider the mainstream media notion a pretty elastic notion.” —Senay

“This is a great time to be in school here. … Be the risk-taker and an entrepreneur.” —McCombs

“Journalism is going to be with us forever. … It’s gonna be more complicated. You’re gonna have to have all the fundamental skills. … It’s gonna get more complicated on one end, but it’s got to stay as pure as its ever been on the other.” —Hoffman

“The opportunity all of you have is to become an expert.” —Bostrom

“Don’t run away from the challenges. Inside every challenge is an opportunity.” —de la Vega

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Dedication of the New Donald W. Reynolds Journalism Institute

Long before the start of the dedication ceremony, I bustle through the doors of the Reynolds Journalism Institute only to find myself bombarded with journalists, friends, family, and distant relations from all sides. The girl at the door gave me one of those tired smiles that have become such a rarity in the past few days. I guess the festivities have been wearing on her.

I, however, felt that surge of adrenaline akin to the start of the Mizzou football games, but on a different level. The excitement in the room was intoxicating. Mingling would be more accurately described as apologetically pushing and shoving to reach a place where I could see the podium as well as the then-covered Donald W. Reynolds bust.

Dean Mills, his face projected across the four plasma screens on the wall in the opening between the first floor and the Futures Lab below, began the ceremony with the exact time that had passed since the opening of the Missouri School of Journalism, down to the hour. Standing on this monumental day in the RJI, Mills pronounced it a “new institution for this century.” And indeed it should be.

After a significant list of the key players in the coordination, planning, and construction of the RJI, and after a few words from various leaders in Mizzou’s world of journalism, director of the Journalism Institute Pam Johnson introduced a video depicting five Donald W. Reynolds Fellows projects underway behind RJI doors.

Bill Densmore of the University of Massachussets-Amherst recognizes the Internet as a terribly convenient, though sometimes overall terrible, source of information. His goal in “The Information Valet” is to secure the internet for users, thus maximizing convenience as well as privacy. This work will sustain the credibility of journalism.

Margaret Duffy of the Strategic Communications department at MU found herself observing the youth market of today. With youth and young adults accessing information in such a different manner from even one generation before, Duffy plans to answer the question of why harness that information for the expansion of journalism.

Mike Fancher, retired president of the Seattle Times, chose to focus on the Journalism Creed. While the creed itself is upstanding even in today’s world, he admits to some new elements that desperately need to be added. These standards are the same for which the public holds journalists accountable, and an updating public has updated standards. Technology will find its way into the creed.

Jen Reeves has been “a pioneer in using non-traditional delivery sources…in order to deliver content,” claims the Centennial/Dedication Program. However, these non-traditional ways are used every day for the personal use of non-journalists. Jen sees, indeed takes part, in the use of these sources and has founded her own multimedia, multi-platform news hub which she calls SmartDecision08.com. This hub aims to push the collaboration of multimedia projects and the newsroom. This will ultimately expand the options of journalism and hopefully profits as well.

Jane Stevens came to MU from the University of California, Berkeley with specialization in science and technology. She plans to create what she calls “shells,” networks that encourage the collaboration of community members and journalists. Two current shells focus on ocean news and information and on child trauma. While the reporters serve as fact-checkers and viable sources, communities are able to use these shells as means to help address and solve issues.

Deputy Web editor of the Minneapolis Star Tribune Matt Thompson plans to make good use of the bane of all English teachers–Wikipedia. Tentatively called “Wikipedia-ing the News,” Thompson hopes to create a news base as extensive as Wikipedia, with more reliable sources: the very reporters who put the facts in circulation to begin with.

Chancellor Brady Deaton stood to congratulate Mizzou for the addition of its new building and to insist “to whom much is given, much is expected.” Journalism students working out of this state-of-the art building have greater commitments and responsibilities in store for them.

President Gary Forsee applauded the great accomplishment of the faculty and administration. Their leadership and skills have set Mizzou as a model for other universities. The RJI will “lead the journalism school to greater distinction.”

Words from the Board of Curators, Columbia Mayor Darwin Hindman, and Governor Matt Blunt are not to be shoved aside. All three spoke of the integrity and innovation that the RJI now stands for and the traditions that must be carried on by current and future journalism students.

Perhaps the most revered guest of all, though, was Fred W. Smith, Chairman of the Reynolds Foundation. The Alumni Center, dedicated in 1992, was the last building that Don Reynolds himself saw make its beginnings on the Mizzou campus. Smith shared heartwarming stories about Don’s attachment to MU, particularly the tigers, and his hope that the RJI would “perpetuate the entrepreneurial spirit” of Mizzou’s journalism students–the world’s finest.

Mr. Smith ended his speech to  a standing ovation on the part of the room that was not already standing. Dean Mills took the opportunity to invite everyone to watch the unveiling of the bust, and so ended the dedication. Alumni then adjourned to share in some of their favorite MU-famous Tiger Stripe ice cream and to continue talking and networking.

The Centennial’s Closing Ceremony at 8pm would be a bittersweet farewell for some, but the mark of a new beginning for all.

Missouri Photo Workshop

Thursday morning started off a little crazy after my group sighted our first celebrity walking the Mizzou campus, John Anderson from ESPN. After basking in the glory of seeing our idol roaming in our habitat, we quickly ran over to the Missouri Photo Workshop. When we entered the room, there were people packed in rows and sitting on the floors. Many people might have thought that Britney Spears was hosting a seminar because it seems the paparazzi decided to come to the workshop. There were cameras everywhere–in front of me, behind me and to every side. After settling down in the front, I realized I was sitting right next to Kim Komenich in the front row. I was immersed in the action.

Bill Kuykendall started the seminar with a historic and informational slide show on the history of the Photo Workshop. I learned about how much this seminar has grown from a small gathering in Aurora, Missouri to reaching the J-School in Columbia, Missouri. He showed us slides of “Small Town America” pictures that were heartwarming and touching. Kuykendall discussed how these pictures show the fundamental values of Americans and our mythology. These pictures conveyed stories–stories that the photographers wanted to show us. The photographers acted as teachers showing us the importance of these values through pictures. The audience is cooing with oohs and aahs as he flips through the pictures. Everyone in the room was able to connect with the raw essence of human life captured in each photograph.

Next, Kim Komenich stood up to speak to the group. He started off by saying, “There has not been a year where I have not learned something about photography.” Komenich continued by saying that his favorite aspect of photography is the intimacy in photographs. Photographers truly get to live in the world and know the people within it. Then he talked a little bit about Bill Eppridge, who was not present at the seminar. You can view his blog at http://www.billeppridge.com/ . We listened to an audio clip as he reflected on MPW (Missouri Photo Workshop). It is evident how much these great photographers care about pictures as narrative stories. Komenich talked about how Missouri makes the MPW so important. He said, “It’s something about the Midwest. Homecookin’. People have a way of making time for you.” Missouri is the real world and the people make this great state what it is. I glanced at Kim’s notes sitting next to me (being the nosy journalism student that I am) and at the top of his yellow legal pad in doctor’s handwriting is, “Real pictures happen on their time, not yours.” I think that is very relevant to many things in life. However, pictures that truly capture the moment can capture the viewer’s heart. Komenich emphasized that statement multiple times throughout the seminar.

During the question and answer section, my attention was drawn to an older man sitting in the back row. He has been attending MPW since the second one many years ago. His grin fills his entire face. He has lived the “picture perfect” life, recording moments and memories with photographs. He is an inspiration to students, and I had a wonderful time hearing him speak.

Next, a sweet lady in the front row commented on the beginning of MPW. She said, “Show truth with the camera. Early workshops were a bootcamp.” This woman is precious with her light blonde hair and blush pink pants. Her nike shoes are pure as snow white with tiny light baby pink Nike checks. She has the cutest smile plastered on her face. You can tell she is so happy to be a part of this. Her pink cheeks and lips are truly picturesque. She should be in front of the camera instead of behind. Her name is Mimi Smith, and after the seminar, I had the chance of talking to this delightful woman. I will always look up to her.

Overall, even though I am not a photojournalism student, I enjoyed this seminar. Everyone relates to people in pictures because at one point or another, we are those people in the photogrphs. It is a lovely way to capture time and cherish it always. Props to the photo workshop!

More information here!

To contact me, e-mail hmczbd@mizzou.edu.

Two alumni react to Politics and Religion discussion

After the Futures Forum discussion on Politics and Religion—God in the White House, held Thursday morning at the Reynolds Journalism Institute, I spoke with two alumni, Mary McHaney Bebout and Courtney Long James, who attended the session. Below are some of their thoughts.

 

Why did you choose to come to this particular presentation?

CLJ: Probably because of my own personal faith and my interest in how it is covered in the media—and whether it’s fairly covered. Also … as a media buyer for an ad agency, I place media on Beliefnet (the web site for which panelist Dan Gilgoff serves as political editor). They’re one of my clients. So it was interesting to actually see a face and a name.

MMB: It was something my daughter really wanted to see, and I, too, am interested in how faith is covered in the media. And as a lawyer and former journalism student, I always had an interest in political news coverage. And I wanted to see what they would have to say about the election and how faith issues have played a huge role.

 

What did you think of the presentations (given by Gilgoff and Chicago Sun-Times religion columnist Cathleen Falsani)?

CLJ: I thought it was fascinating. I thought it was varied. I thought they had very interesting information for us. I thought they had good dialogue between one another, and you could tell they had a lot of respect for each other, which was interesting. They weren’t afraid to answer any questions. They were very open.

MMB: At first I was disappointed that the original panelists were not able to show. We went to school with Major Garrett (of FOX News, originally scheduled to moderate the session). So we would have liked to see him. … But I thought the coverage was excellent, very professional. … And then I learned more about this center for religious studies (the Center on Religion & the Professions), which I don’t remember even hearing about when we were in school. … So I thought that was interesting, that there are classes (about religion reporting) that students can take.

 

What about the questions and discussion portion of the seminar?

CLJ: I thought that people asked some amazing questions. I thought it was very interesting in this discussion on religion and politics and faith that someone would ask a question that was so obviously very biased. It was full of hate, the way she said, “How could creationism be taught in the 21st Century?” I thought that was amazing.

MMB: I thought one of the best questions was from a student (Laura Kebede), the one about the Rick Warren forum. I thought it was fabulous. I thought it was terrific, and it was raised not by some alum or a person in the media, but a student. And I thought that was the best question that was asked.

CLJ: I agree, that was a great question, very timely. I probably could’ve sat in there for another hour. I found it to be that interesting. Obviously, as they mentioned, by the size of the people that were in the room—that it was standing room only—it was something that a lot of people are thinking about and are interested in learning more about.

MMB: Not only that, I think we’re now going to change our schedule and go to the next session that has to talk about faith.

 

If there are one or two things that you take away from this discussion and the presentations, what would that be?

CLJ: Mine would be that, as a person of faith, I felt that they were very good at reminding me how important it is to be open and understanding of other people’s faith and to not immediately jump to conclusions and labels. I felt it was a very good reminder to be respectful of other people’s faith, whether it’s something you believe in or not. It’s important to hear what people have to say. You don’t have to necessarily agree with them, but that’s part of what’s great about this country is that we have the opportunity to speak of our faith and our religion freely.

MMB: There are three things that hit me. First was the comment that was made (by Gilgoff) that American elections are now won or lost on character. I thought that was a very good point. The second thing that I thought was interesting was, now, our culture has changed or our society’s expectation has changed to the extent that you can no longer take the old-line view and say, “My faith is personal and I want to keep it quiet.” Now, really it’s a requirement, I think, based on what I heard today, for all candidates to be out there, very transparent and open about what they believe. And then they’re judged by the American public about their beliefs. I thought that was an interesting shift. … Then the third thing that I thought was fascinating is that it sounds like faith coverage is going to be most accessible on the Web. I haven’t ever blogged on Beliefnet, but now I probably will.

CLJ: I would be interested to ask (Gilgoff) a question: did any of the faith issues … become so important when we all walked through the Clinton era, where this man was obviously a churchgoer with his wife? … But yet the whole character issue came up as, “Wait a minute, who is this man really? What does he really believe in?” And I just wonder how that played into, all of a sudden, people talking about faith, what’s real and what isn’t, what is really personal, and the whole character issue. … Actually, as an evangelical, I have voted all over the spectrum, because I look at character more than I look at just specific religious preferences.

What’s Happening at the School in Strategic Communication

As a new student to the Missouri School of Journalism, I was ecstatic to learn that I would be able to take part in the Centennial. The Centennial is a great opportunity for all journalism students, and I am very thankful to be able to participate in this wonderful event. The topic of strategic communication instantly caught my eye in class, because strategic communications is the sequence I am currently most interested in. My senior year of high school I was recommended for a Public Service Practicum class, and the class gave me insight into the public relations and advertising industry. Not long after I came to the conclusion that I would enjoy a career in either advertising or public relations. I would love to some day be able to have a career in public relations for a non-profit organization.

Stephen Kopcha, a member of the strategic communication faculty, did a great job of relaying important information to the audience, yet still making the discussion very fun and enjoyable with his added bits of humor. Of course it is always fun to make a stab or two at KU.  Stephan Kopcha began by introducing the Strategic Communications mission; “to be, and to be known as, the best”. A mission I believe to be demanding, but necessary and achievable. He proceeds to show the increase of students entering into the sequence of strategic communication; in 1988 there was a mere 175 students, and in 2008 there is 401 students. Next, the discussion turned to the curriculum and the implement of the Missouri Method. The curriculum, in short, is to develop career-oriented coursework that prepares skilled and ethical communications and create hands on learning opportunities in the tradition of the Missouri Method. Some key phrases mentioned about the curriculum, etc. where:

-“Productive on day one”

-“Real word, for real clients, for real money”

-“Solving business problems with creativity”

Stephen Kopcha also commented on the obligation to meet the needs of an expanding curriculum. Currently, the strategic communications sequence in is need of an endowed chair in international advertising, two endowed professorships, and endowed scholarships to fund international experience for strategic communication students.  The strategic communications research and proposed research were also discussed, such as the Psycho-physiological research on information and media effects (PRIME). 

Stephan Kopcha then turned the mic over to Heather Bashaw, a University of Missouri alumni who graduated this past spring. Heather Bashaw walked the audience through the process of making and Ad in this day and age. It was fascinating for me to learn about the process because I was unaware of the majority of the steps necessary to make an Ad.  I believe the returning alumni found it interesting to see how the industry and the University of Missouri Journalism School has changed. Some steps in the process of making an Ad include, the necessity to know EVERYTHING about the product, goal, target audience, creative brief, finding a higher order benefit, photoshop, etc. Heather Bashaw also did a great job of adding humor into her lecture and making it enjoyable to listen to.

Lastly, Larry Powel, Director of Mojo Ad/Creative director, and University of Missouri Journalism students informed the audience about Mojo Ad, which stands for Missouri Journalism. In 2005 Mojo Ad was created. Mojo Ad specializes in YAYA, which stands for youths and young adults (people between the ages of 18-25). Mojo Ad is a University of Missouri student run Ad agency. The students shared some of their previous experience over the past coupe of years working with Halmark and Long John Silvers. Unfortunately, only about 40 students are able to participate in Mojo Ad. Mojo Ad is very competition driven, just like the advertising industry, and offers a wide variety of positions for students. For more information about MOJO you can visit http://www.Mojo-Ad.com. 

It is hard to believe that it is only the third week of my first semester as a University of Missouri Journalism Student. I have already gained an immense amount of knowledge and experience in just a couple of days, and I cannot wait for the 4 years that lay ahead. I would also like to say thank you to everyone who made this event possible. I really appreciate the opportunity you provided for me and the other journalism students. 

Story written by Hannah Jones

 

VIDEO: Politics and Religion—God in the White House

Guest panelists Dan Gilgoff (of Beliefnet.com) and Cathleen Falsani (of the Chicago Sun-Times) spoke at the discussion titled “Politics and Religion—God in the White House,” part of Thursday’s Futures Forum. The discussion, held in room 100-A of the new Reynolds Journalism Institute, was co-sponsored by the Center on Religion & the Professions (CORP) and the Religion Newswriters Association (RNA). Debra Mason, director of CORP and executive director of RNA, introduced the panelists and the topic before Gilgoff and Falsani presented. Following their speeches, Mason moderated a question-and-answer session that covered topics such as the role of faith in Gov. Sarah Palin’s nomination for vice-president, the Rick Warren forum, and the future of religion reporting. Below are video clips from the beginning of the discussion.

 

The first clip gives a panoramic view of room 100-A, with only standing room available minutes ahead of the discussion. During the Q&A session, one attendee suggested that the full seminar room signified Americans’ strong interest in the role of faith in politics.

 

In the second video, Mason discusses CORP, RNA, and the rationale of holding a discussion on politics and religion.

 

In the next clip, Mason delivers a brief history of American reporting on politics and religion, dating back to President Jimmy Carter’s announcement in 1976 that he was a born-again Christian.

 

Here Mason introduces the two guests and briefly discusses their writings. Gilgoff and Falsani stepped in for the three scheduled panelists (Major Garrett of FOX News, Sally Quinn of the Washington Post, and Steve Waldman of Beliefnet.com), none of whom were able to make it to the Centennial celebration.

 

Lastly, in this clip Gilgoff presents his Beliefnet.com blog, the God-o-Meter, which aims to measure Sen. Barack Obama and Sen. John McCain’s religious outreach successes and failures on the campaign trail.

Community Newspapers: Learn How Main Street America Responds to Local News and Advertising

In today’s new media age, many Americans have begun to question the relevance of newspapers. There has been concern about newspaper journalists being laid off and companies being forced to downsize because of decreased interest in the newspaper media. However, while a hundred or so large newspapers may be experiencing some issues keeping their readership constant, today’s forum assured the audience that the more than 22,000 community newspapers across America still have a very important role in this rapidly changing world.

The forum on community newspapers was led by Brian Steffens from the National Newspaper Association, the very same association which our own Walter Williams presided over about ten years before he founded the J-School here at Mizzou. Steffens began by admitting the current media “sounds pretty grim for newspaper,” but then introduced the Associate Director of Research in the Reynolds Institute, Kenneth Fleming, to present a careful study done by our Reynolds Institute.

The presentation looked at the current status and future of community newspapers in today’s Internet age, and “examined the values of community newspapers in serving local democracy in today’s new media environment and explore opportunities.” The studies were conducted in 2005, 2007 and 2008, with the sample population growing more rural each year. The first study concentrated on areas with a population around 100,000, then under 50,000 people in 2007, and finally, the 2008 study only surveyed readers of newspapers with a circulation of less than 25,000. Fortunately for our local journalists, results were strongly in favor of community newspapers.

Statistics from the study showed that in 2005, about 82% of people read a local newspaper at least once a week. Now, in 2008, that proportion is up to 86%. The average time spent reading the newspaper also increased, by about seven minutes in the past three years. Even when compared to other news mediums, community newspapers fared surprisingly well. Newspapers have a two-to-one margin over television as the preferred source for local news, followed by friends and relatives, the radio, and lastly, the Internet.

This startling disuse of the Internet as a local news medium shocked many of the journalists on the forum panel. But in fact, 59% of the population surveyed in 2008 claimed they never use the Internet to check local news. The qualitative studies were also interestingly in the favor of newspapers: While 96% of readers rate the coverage of news in their local newspapers as fair to excellent, only 79% of readers are as pleased with the online news coverage. This trend is continued in other aspects of journalism, such as the accuracy, quality of writing, and fairness of reporting in both mediums. In each category, newspapers beat out Internet sources by about ten percent. Steffens points out, “You might get news online [but] the accuracy and coverage is valued in local newspaper.”

Aside from local news, community newspapers also prove to be an effective method of advertising. Local papers are the primary source for grocery shopping information by a two-to-one margin over in-store advertising. This overwhelming preference for newspapers as a source of shopping information is continued in products such as building, home improvement, home furniture, and major appliances. The only shopping category which is threatened by the Internet is building and home improvement products, but even then the web is 15% behind newspapers.

The main points driven across by the study in the end is that newspapers have not lost their role in our American communities. They continue to be an effective and leading way to advertise and sell products and services, and also the primary source for sports results, local news, and obituaries. The study did find that newspaper readership was strongly correlated to age (older people read more), income (those with higher incomes read more), and gender (females read more).

At the conclusion of the detailed presentation, the panel was invited to the front to answer questions. The all-star cast included:

• Michael Abernathy, Landmark Community Newspapers, Inc. Abernathy oversees more than fifty newspapers in community markets, headquartered in Shelbyville, KY.
• Wally Lage, COO of Rust Communications. Lage is a Mizzou alumni and will be inducted to the Missouri Press Hall of Fame on Friday night.
• Dave Berry, Community Publishers, Inc. Berry’s papers are circulated in Arkansas, Missouri, and Oklahoma. He runs operations in Springfield and is a member of the NAA Board of Directors.
• Ralph Gage, The World Company and WorldWest LLC. Gage runs the special projects division.
• Steve Haynes, The Oberlin Herald and Nor’West Newspapers. Haynes is also the President of NNA and publishes half a dozen papers in northwest Kansas.

Reflecting on the accuracy of Fleming’s presentation, the panel agreed that the study was a fair statistical analysis of community newspapers in America. Abernathy stated, “Research that [I have seen] seemed to match the belief that we have in the strength of community newspapers.” Haynes also added that the figures “pretty much reflect we we see [in Nor’West Newspapers].” Berry concurred with the other panelists, but comically added, “I believe the data that’s in this report, it’s pretty revealing, but I think we need to be careful not to put too much lipstick on the pig.”

Journalism of Humanity

As an aspiring newspaper/magazine journalism (I can’t decide which one- I just know that I want to write), I was looking forward to hearing from Steve Weinberg.  After getting his start in the newspaper business, Weinberg moved on to longer feature writing at magazines.   In addition, he served as the executive director of Investigative Reporters and Editors, Inc., for seven years.  Since graduating from Mizzou, Weinberg has written numerous books.  I could not wait to hear Weinberg speak about his impressive background and time spent as an investigative reporter.

The session actually focused on Weinberg’s in depth knowledge of the j-school.  He took questions regarding his book,  A Journalism of Humanity: A Candid History of the World’s First Journalism School. I have not read this work, so I was afraid the session would be over my head.  Yet every factor Weinberg discussed related directly to me.

Weinberg stated that writing this “institutional history” was both frustrating and satisfying.  He was granted complete editorial independence, but knew there was no way to fit all 100 amazing years of the School of Journalism into a mere 300 pages. As a Mizzou graduate, he recognized that it would be difficult to keep any personal bias out of the book.  Rather than relying extensively on the “Mizzou mafia” to gather his knowledge, Weinberg rummaged through dusty archives.  His result brought dozens of alum, many of whom were brimming with questions, to the program today.

What stuck out to me at this session was the enthusiasm each audience member expressed for the School of Journalism.  One man, a journalism professor at Brigham Young University, spoke about how journalism is the “crown jewel” and “bigfoot” here at Mizzou.  At his school, this is simply not the case.  His comments made me realize how lucky I am to attend the world’s first and best school of journalism.  The Centennial celebration has inspired me so much, and I cannot wait to carry on our school’s history.   I learned today how Walter Williams had a decisive vision for this school.  His “boundless enthusiasm” never once wavered; it is because of his efforts that I am even writing this blog.  Weinberg said he was surprised at how well Walter Williams’s plan has held up.  After hearing the brief history on our school, I am more convinced than ever that we can all accomplish whatever we set our minds to.

Defining the New Role for Advertising and Marketing Ethics in a Global Environment

Industry leaders in advertising met today in the University of Missouri’s new Reynolds Journalism Institute to discuss media ethics in the new global environment.  This was part of the Future Forum of the Journalism School’s Centennial Dedication.

The participants in the discussion were Allison Price Arden, Linda Eatherton, William C. Price, and Wallace S. Snyder.

William C. Price was the first to speak during this discussion.  Price graduated from the Journalism School in 1963 and is currently the chairman and chief executive officer of Empower MediaMarketing.

Price said that Wallace Snyder came up with the idea for this discussion and that it was put into action thanks to Margaret Duffy, an associate professor in the Journalism School.

Wallace Snyder was the second to speak.    Snyder is the retiring president and chief executive officer of the American Advertising Federation.

Snyder said that they are currently building an advertising ethics program in the Journalism School.  He feels this is a very important program because advertising supports the entertainment industry and supports 21 million jobs in the United States.

Snyder’s central proposition is for a proactive advertising ethics program, as this is an important factor in building brand name and gaining consumer trust.  Snyder’s definition of advertising ethics is: “truthfulness, fairness, taste, and decency.”

Some of the places where advertising companies will have opportunities to show strong ethics in their advertising are in green claims, prescription drugs, children targeted ads, and gender related ads.

Next up to speak was Robert L. Wehling, a retired global marketing and government relations officer for Procter and Gamble.

Wehling was shocked at a January 2007 USA Today – Gallup poll, which asked about how much people trust people in certain professions.  Teachers and nurses were at the top at over 80%.  Those in the advertising industry were at the bottom with used cars salesmen.

He was shocked by this poll, as this is not representative of the people he had met in this industry.  He also was dismissive of the premise that those in the advertising industry can’t be trusted, because he feels that you have to be ethical and honest in order to sell a product long-term.  He thinks it is just a few bad cases ruining the good name of those in the advertising industry.

There are three aspects to advertising ethics according to Wehling.  These are: 1. Corporate Ethics  2.  Advertising ethics within a company  3.  Personal Ethics.

Wehling offered the advice to students to always ask for a written statement of the company’s ethics before taking a job at that company.  At Procter and Gamble, they limited what programs their ads could appear on.  They would not let their ads air on anything that was based on gratuitous sexual or violent behavior or disparaging to certain genders or races.

Wehling feels that what individuals do when no one is looking is the most important aspect to advertising ethics.

Wehling asked a series of questions.  Here are the questions he posed to the audience:

• If you feel something you’re about to do is wrong, but it will not affect anyone, do you do it?
• Does a good end justify a bad means?
• Is it better to be truthful if it hurts or be dishonest if it helps?
• Should politicians be held to a different ethical standard than the rest of us?
• If drugs are legal in another country, is it okay to advertise the use of those drugs?
• Should you use bribery if it is part of that country’s business practices?
• Is it okay to show smoking ads in Asia?
• Is it okay to advertise a truthful product advantage if the consume can’t see it?

Wehling says that in a world with absolute ethics and relative ethics, one thing you can always hang your hat on is doing what you truly feel is right.

The next speaker was Linda Eatherton, who is a partner and director for Ketchum.  Eatherton graduated from the Journalism School in 1972.

Eatherton stated that ethical decisions happen everyday in every meeting.  She feels that consumers want products that are not only quality, but also help the world.

Some of the main things on CEO’s minds, according to Eatherton, are: the web 2.0 revolution, globalization, corporate social responsibility, accountability, transparency, and the private sector intersecting with the public sector.

The last speaker of the morning was Allison Arden Price, the vice president and publisher of Advertising Age and Creativity.

She feels that the world still sees advertising as in Mad Men.  She went on to show a clip from Mad Men, which exemplified how people see advertising as being unethical.

She thinks that advertising companies have helped make the world a better place.  One example of this is with the Tap Project.  It was a project created in unison with Unicef to help increase the amount of the world’s clean drinking water by 50% by 2015.

As pointed out by Eatherton, there has been a massive shift in how important the company’s ethics are since 9/11.  Before 9/11, only 54% of consumers would be likely to switch brands if it meant supporting a cause.  After 9/11, 81% of consumers would be likely to switch brands in order to support a cause.

As stated by Wallace Snyder, advertising ethics is not an oxymoron.

Enduring Values in Radio and Television

As a broadcast journalism-hopeful student, I was excited to sit in on this discussion, but nothing could have prepared me for the intensely passionate words that passed around the beautiful lecture hall in Neff. As alums shared snippets of memories of various teachers and classes taken in that very room, everything became a bit clearer–these are real people, and one day I could join them.

But the topic of discussion was, fortunately for others, not my own inclusion to their ranks, but rather where my choice of work will take me in five, ten, twenty, fifty years. More importantly, what is happening in broadcast journalism today?

Two minutes behind schedule, Kent Collins commenced what would become a slew of speculations on the future of journalism with the assurance that “we’re on time” according to broadcast. After pointing out celebrities such as “the gury of all gurus” Rod Gillett, Collins deferred to chief editor of the MissouriNet Bob Priddy.

Providing a rather light introduction before the onslaught, Priddy reminisced about his own experience at  MU before shoving the cold, hard facts under the noses of all present: we are all “playing with a deck in which all fifty-two cards are wild.”

John Ferrugia contributed his own opinion: “news is a product.” He spoke about the awards that various news stations can receive and that, while the audience cares very little about the awards themselves, the standards they represent that each honored news station meets are of the utmost importance to viewers.

The goal of all journalism, regardless of medium, is to uphold the first amendment to ensure democracy.

Most people would agree. Voters glean their information from the Internet and television much more than from newspapers and magazines, though both are still viable options. Voters then take part in our fundamental democratic right–electing members to the great institution, the government.

Joe Bergantino took over for Ferrugia and agreed that news has become a product of marketing and advertising over the past thirty years. It is now necessary to return to our fundamental values. “Somebody had to hold the powerful accountable,” thus the creation of journalism.

We as journalists currently face “a crisis point in our profession,” says Bergantino. It is now time to return to our jobs as national watchdogs, rather than submit to those who would shape the news.

News Director for KOMU-TV Stacey Woelfel shared his own insights. The School of Journalism has had to change its teaching to keep up with technology and the enterprise companies. It has become difficult to keep in line with Radio and Television’s enduring values while keeping students marketable to those fields.

The conversation switched to the importance of content. “Content will sell,” says Ferrugia. “People want to know” and the journalist is a content-provider. After showing an excerpt from his own project on rape and sexual assault within the military, Ferrugia proudly announced a change in the institution. A sexual assault officer is now stationed in every military unit.

Stories like that are hard to come by, and what is more, economics drive stories. The “good” stories like Ferrugia’s cost a good deal of money and, more importantly, time. Few stations are willing to sacrifice so much for a story that might not sell to an audience. Furthermore, some journalists fear that management may choose not to air a story that would be unappealing to a marketing agency. One member of the audience, also a part of tv management, retorted, “if you can’t sell me” then it’s not worth airing. That seems to uphold the “good content sells” theory.

While the future remains largely unknown thanks to the rapid increase in technology like iPods, YouTube, and phones delivering news as well as the fast decline of traditional print, Bergantino identifies the challenge in prediction: “people will watch, the question is where.”