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Nipomo Toys For Tots Drive Public Relations Campaign: To Gain Media Coverage For Holiday Toy Donations And The Third Annual Toys For Tots Benefit Golf Tournament, Jessa Squellati

Journalism

This research and documentation is an analysis and instructive guide for conducting a public relations campaign to promote the Nipomo Toys for Tots Drive. This campaign places emphasis on the importance of publicity to successfully gain toy donations and awareness for the Toys for Tots cause. With the recent downturn of the economy, the media will be instrumental in furthering the Toys for Tots mission and purpose to collect an estimated 3,000 toy donations for Nipomo children (newborns to 16 years of age). Although the 2008 Nipomo Toys for Tots Drive was successful without the presence of media coverage, the …

Methods For Retaining And Monetizing Local Audiences Of An Online-Only News Organization, Lauren Rabaino

Journalism

Newspapers are at a crossroads in their existence. Traditionally, the printed giants were able to hold monopolies in their respective municipalities because the barrier to entry for printing was high and the operating costs were expensive. A study published in 1978 – a decade before the Internet came to fruition – reported that local newspaper monopolies existed in more than 97 percent of U.S. cities . But with the Web, that dynamic has vastly shifted. Widely accessible and affordable Web platforms eliminate both the barrier to entry and operating costs required to publish to a mass audience. As a result, …

The Sacred And The Secular: Blending Borders To Maximize Product Success, Karen R. Deross

Journalism

In a society where a person can choose anything he wants from a vast literary buffet, the products that appeal to varied audiences with differing values and interests stand out among the masses. The Purpose Driven Life by Rick Warren is a prominent example of a product that became explosively successful in two starkly differing markets: the secular and the religious.

This research paper explores the history and controversy surrounding the combination of these two markets and the implications they have for each. The triumph of The Purpose Driven Life, as well as other prominent Christian titles, is focused on …