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Ken Auletta, who has written Annals of Communications columns and profiles for The New Yorker magazine since 1992, talks to host Eric Schwartzman about declining newspaper readership, the public’s loss of trust for the mainstream news media, the challenges the traditional advertising industry faces as a result of digital video recorders and audience fragmentation and the impact of all this on US campaign politics.
Ken is also the author of ten books, including four national bestsellers: Three Blind Mice: How the TV Networks Lost Their Way; Greed And Glory On Wall Street: The Fall of The House of Lehman; his The Highwaymen: Warriors of the Information Super Highway, and World War 3.0: Microsoft and Its Enemies, were national business bestsellers.
 
SHOW NOTES:
 
6:07 - Ken Auletta talks about how new media technology is impacting the news media business.
 
7:08 - Auletta mentions the reasons behind readers shifting from print media to online media.
 
7:40 - Auletta explains media expenditures, comparing online advertising to print advertising.
 
8:05 - Auletta discusses the financial community’s perspective on the newspaper business.
 
8:43 - Auletta discusses the affect of internet advertising on traditional news media outlets.
 
10:26 - Auletta on the challenges newspapers face generating revenue.
 
10:36 - Auletta talks about The New York Times’s tactics for growing circulation.
 
11:45 - Auletta discusses the downside of the online subscription model.
 
14:29 - Auletta on whether the news media businesses may adapt to participating in digital conversations on the internet.
 
16:39 - Auletta on the challenges of sustaining traditional advertising models.
 
18:51 - Auletta’s response on whether we are entering the age of corporate generated media: “You’re already there…advertisers are increasingly buying a stake in programming.”
 
21:58 - Auletta talks about blogs, podcasts, online news media, and alternative, subtle sources of advertising like product placement.
 
23:44 - Auletta discusses the reasons why the public trusts the press less and how the media needs to be “more professional and do a better job… [and be] more transparent and humble and more willing to admit our mistakes...” to regain that trust.
 
26:35 - Auletta talks about how the public’s distrust of the mainstream media has impacted the Bush administration.
 
 
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Eric Schwartzman (@ericschwartzman) is an independent new media and social media consultant, the creator of the top-rated New Media and Social Media Boot Camp, which has been attended by more than a thousand public relations and marketing executives from the private, public, government and nonprofit sectors. In addition to advising clients on best practices for online newsroom and website design, deployment and management, Schwartzman offers a portfolio of social media training courses to accelerate the acquisition of social media communication skills, as well as social media strategy and campaign support.  Schwartzman is also the founder of online newsroom software as a service provider iPressroom.
 
On the Record…Online is the Official PR Podcast of the 2009 PRSA International Conference.  Subscribe via RSS or follow us on Twitter @ontherecord and get them as soon as they’re released.


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