Endangered newspaper: An analysis of 10 years of corporate messages from the Dallas Morning News.

• Main Author: McLarty, Amy
• Other Authors: Everbach, Tracy
• Format: Others
• Language: English
• Published: University of North Texas 2009
• Subjects: Newspaper; brand communications; public relations; Dallas morning news.; American newspapers > Texas > Dallas.; Journalism > Texas > Dallas.; Newspaper publishing > Texas > Dallas.; Product management > Texas > Dallas.
• Online Access: https://digital.library.unt.edu/ark:/67531/metadc12162/

Most newspapers today are struggling to survive in an increasingly fragmented and digital media environment. How have their owners or corporate parents shaped or adapted their business practices to in order to thrive? This question guides the overall approach to this study. The focus is on one newspaper, the Dallas Morning News. In particular, how has the News used corporate messages to respond to the changing media landscape? This study employs forms of rhetorical and discourse analysis to determine the effectiveness of the News' corporate messages during a 10-year period in order to answer this question. This study finds that the News used inconsistent and ineffective corporate communications throughout this tumultuous period.