1. Classified Ads

   • Newspaper classified ads are probably the most cost-effective of all newspaper ads. Businesses are usually charged a higher rate than consumers, who typically market their wares or used items in newspapers. Newspapers charge a certain rate per line for classified ads. A standard classified ad may consist of three or four lines of copy at a standard rate. The rate increases with additional lines. Classified ads tend to be more effective if they are run consistently for a certain period of time. Repetitive classified advertising can increase a company's credibility as the consumer will often equate consistency with stability.

Display Ads

• Newspapers usually offer either quarter-page, half-page or full-page display ads. Small display ads may be available, but the size of display ads stays consistent because newspapers usually advertise their rates in their media packets. Display ads are used to build awareness of a particular product or service and always contain some picture or photo. They may also inform people where to call or write for more information. Sometimes, full page ads contain order forms, which is considered a direct-response ad.

from “TYPES OF NEWSPAPER ADS”

By Rick Suttle, eHow contributor

www.ehow.com

For further information about other kinds of advertisements go to text 5 in the SUPPLEMENT.

Task 6

You have learned a lot about the different types of newspapers. Get a copy of an English language tabloid or quality newspaper. Analyze its organization and content. Present the results of your analysis to the group. You should pay attention to the following:

• the format

• the rubrics or sections

• the length of the articles published;

• the amount of photos;

• the amount and type of advertisements;

• length and complexity of headlines;

• the range of news the newspaper introduces to the readers (e.g. home news and the news from abroad);

Don’t forget that the following elements are the conventions of a front page:

• Masthead – the newspaper’s name, often in traditional gothic lettering (it may not have changed for many years and is the easiest way to identify a newspaper) and some basic information about the newspaper (date, price, e-mail address, etc.).

• Slogan – a ‘catchphrase’ for the newspaper.

• ‘Puffs’ or ‘blurbs’ – colour bands which aim to attract readers to stories inside the newspaper or ‘coming soon’.

• Headlines – the largest typeface on the page for the most important stories.

• Sub-heads – in smaller typeface, sometimes italicised, that explain more about the story

• Lead-story – one that has been chosen as being of most interest to the most readers.

• By-line – journalist’s name and details.

• Secondary lead – still an important story, but less than the lead.

• Photographs – sometimes colour, sometimes black and white. They may refer to the lead story, or be there to make a reader “turn to page 6 …”. Don’t forget the all-important captions which accompany photographs.

• Menu – a ‘table of contents’ showing what is in each section and where to go to find articles inside.

Now it is time to speak about READING HABITS of people of different age, social or political status or interests.

There is a possibly witty though true classification of English newspapers as for the people who read them. Have a look at it:

• The Times is read by the people who run the country;

• The Mirror is read by the people who think they run the country;

• The Guardian is read by the people who think about the running the country;

• The Mail is read by the wives of the people who run the country;

• The Daily Telegraph is read by the people who think the country ought to be run as it used to be;

• The Express is read by the people who think it is still run as it used to be;

• The Sun is read by the people, who don’t care, who runs the country as long as the naked girl at page three is attractive.

Newspapers in Britain

By Natalya Predtechenskaya

www.eng.1september.ru

And what about the youth? Do they read newspapers? Get acquainted with the opinion of some young people about the classification of newspapers and their reading preferences which was taken from the Yahoo! Search site.

grodno

The Times is no longer a broadsheet newspaper and since Rupert Murdoch took it over it is only good for wrapping up your fish and chips.

Dorothy and her little red sheep...

broadsheets, tabloids and the sunday supplements financial papers and specialist interest papers

tinkerbe...

The Sun all the way...none of this poncy broadsheet nonsense...**** and arses...love it....and the Husky Evening News

Chris

Yes, there are types of newspapers.

LISTENING PRACTICE

READING HABITS

Task 1

You will listen to the people being interviewed about the newspapers they prefer reading. While listening fill in the chart.

	type of newspaper	frequency (how often)	reasons for choosing the newspaper	reasons for not choosing the newspaper
speaker 1
speaker 2
speaker 3

Task 2

This task is for working in the small groups where you can discuss your reading habits. Give arguments why you prefer reading or not reading the newspaper. You can use the following phrases to have a good start:

• To my mind…; from my point of view…; in my opinion…;

• I’m convinced that…

• I’m absolutely sure…

• I doubt if it is …

• I believe it’s just the waste of …

Task 3

What can you say about the reading preferences of your friends or fellow students, your parents and grand parents?

You can do it if the form of a survey and present the results to your group mates.

WATCHING VIDEO 3

CNN THE NEWSPAPER INDUSTRY IN DECLINE

You will watch an extract from the CNN news program. The news presenter is talking with top officials of two regional newspapers about the prospects of the newspaper industry development. Tick the phrases you hear. The first line is done as an example for you.

№	√	phrase
1	√	Newspapers are falling at alarming rate.
2		Newspapers are bleeding and may not survive.
3		Many people obtain analytical material in the newspapers.
4		Some people like holding and folding newspapers.
5		Many people learn news in the Internet.
6		Some people have romantic attachment to newspapers because of a certain age.
7		Journalists working in the newspapers regularly practice in news reporting.
8		Newspapers are home for investigative reporting.
9		Most of the events are discussed on the opinion pages in the newspaper or in the Internet or blogs.
10		Newspaper journalists are the first to raise the question which is then discussed in radio or TV stories, the Internet or blog.
11		Partnership and collaboration are important contribution to the newspaper development.
12		Citizen journalism can’t replace newspaper journalism.
13		Many newspapers focus on local news which can’t come up on the CNN.

ETHICS FILE

You definitely know about the standards of professional behavior of journalists and you have already got acquainted with the samples of Codes of Ethics for journalists. Among the most important issues of professional ethics are the matters of fair, objective revealing the truth, disclosing the malpractices of top officials and the problem of invasion of privacy. Now you will learn about three closely interrelated spheres of journalism in which it is essential not to break a very tiny line walking on the razor’s edge. You can use the dictionary or ask your teacher for help if you have problems with understand the information.

A muckraker is an American English term for a person who investigates and exposes issues of corruption. The term is most usually associated with a group of investigative reporters, novelists and critics in the Progressive Era from the 1890s to the 1920s. It is also applied to post 1960 journalists who followed in the tradition. Muckrakers have most often sought, in the past, to serve the public interest by uncovering crime, corruption, waste, fraud and abuse in both the public and private sectors.

Undercover journalism is a form of journalism in which a reporter tries to infiltrate in a community by posing as somebody friendly to the community. The role of undercover journalism has become the topic of much debate as moral and ethical lines have been crossed. As reporters have gone undercover some of these guidelines of the standard rules of ethical behavior may be bent and broken in order to uphold others.Undercover reporting has brought to light numerous atrocities throughout history, yet often these reporters sacrifice ethical and moral code in the process. 

Investigative journalism is a form of journalism in which reporters deeply investigate a single topic of interest, often involving crime, political corruption, or corporate wrongdoing. British media theorist Hugo de Burgh states that: "An investigative journalist is a man or woman whose profession is to discover the truth and to identify lapses from it in whatever media may be available. The act of doing this generally is called investigative journalism and is distinct from apparently similar work done by police, lawyers, auditors and regulatory bodies in that it is not limited as to target, not legally founded and closely connected to publicity." The term watchdog journalism is strongly related to the practice of investigative journalism. To perform in an investigative manner, the journalist is in the "role" of a watchdog (a person or group of persons that acts as a protector or guardian against inefficiency and illegal practices). The role of a watchdog journalist as a guardian is to supply the citizens with information they must have "to prevent the abuse of power" and "warn citizens about those that are doing them harm".

www.en.wikipedia,org

Task 1

One of the most famous cases which gave a very strong impulse to modern investigative reporting is known as Pentagon papers. Express your position on the following question: Do you think it was ethical of the New York Times to publish material of the top secret? If you don’t know the essence of the case read the text below.

PENTAGON PAPERS

Times v. United States is generally considered a victory for an extensive reading of the First Amendment officially titled “United States – Vietnam Relations, 1945 – 1967. A Study Prepared by the Department of Defense”. The papers were first brought to attention of the public on the front page of the New York Times in June 1971. The newspaper had no authority to publish classified documents. President Nixon’s administration argued journalists Ellsberg and Russo were guilty of a felony under the Espionage Act of 1917. After failing to persuade the Times to voluntarily cease publication a federal court injunction forcing the Times to cease publication after three articles was obtained. The Times publisher Arthur Ochs Sulzberger said: “We are really a part of history that should have been made available, considerably longer ago. I just didn't feel there was any breach of national security, in the sense that we were giving secrets to the enemy”.

The newspaper appealed the injunction, and the case New York Times Co. v. United States  was soon heard in the Supreme Court.

On June 18, 1971, the Washington Post began publishing its own series of articles based upon the Pentagon Papers. Fifteen other newspapers received copies of the study and began publishing it.

On June 30, 1971, the Supreme Court decided, 6–3, that the government failed to meet the heavy burden of proof required for prior restraint injunction.

www.en.wikipedia,org

Do you know that there are Investigative Reporting Awards?

Pulitzer Prize for Investigative Reporting has been awarded since 1953 for a distinguished example of investigative reporting by an individual or a team.

Goldsmith Prize for Investigative Reporting is an award for journalists administered by Joan Shorenstein Centre on the Press, Politics and Public Policy at Harvard University. The program was launched in 1991 and is financially supported by an annual grant from the Greenfield Foundation.

Task 2

Have you watched the film “Roman Holidays ”? If no you have a good chance to do it. How would you characterize the behavior of the chief editor of American News Service, a journalist Joe Bradley and a photographer Robin Randwich from the point of view of following the rules of professional ethics and possible career prospects?

Task 3

There is such a notion as ethical dilemma when you need to decide if the position of a journalist is ethical or not. Here is one of the examples of such dilemmas. Express your position on this matter.

Do you consider it ethical to use the nickname ‘redskins’ in the report about the football match if you know that the team is commonly known under this nick in the locality?

Give some other examples of ethical dilemmas you know or have come across.

CAREERS FILE

Task 1

You certainly know that one of the most important persons in the newsroom is the editor. But you may not know that there are different positions and different responsibilities of the editors. Read the text and fill in the missing words or word combinations from the box. Translate the editors’ titles. Think if there are similar job titles in Belarusian print media. Share your opinions if the functions and responsibilities of editors in the English language and Russian/Belarusian language newspapers correspond.

executive editors, managing editor, copy editors, design editor, editorial positions, production editor, contributing editor, editor in chief

Editing is the process of selecting and preparing written, visual, audible, and film media used to convey information through the processes of correction, condensation, organization, and other modifications performed with an intention of producing a correct, consistent, accurate, and complete work.

There are various __1__ in publishing. Typically, one finds editorial assistants reporting to the senior-level editorial staff and directors who report to senior executive editors. Senior __2__ are responsible for developing a product to its final release. The smaller the publication, the more these roles overlap.

The title of the top editor at many publications may be known as the __3__ , executive editor or simply the editor. A frequent and esteemed contributor to a magazine may acquire a title of editor at-large or __4__. Mid-level newspaper editors often manage or help manage sections, such as business, sports and features. In U.S. newspapers, the level below the top editor is usually the __5__.

Copy editors correct spelling, grammar, and align writings to house style. __6__ write headlines and work on more substantive issues, such as ensuring accuracy, fairness, and taste. In some positions, they design pages and select news stories for inclusion. At U.K. and Australian newspapers, the term is sub-editor. They may choose the layout of the publication and communicate with the printer— __7__. These editors may have the title of layout or __8__ or (more so in the past) makeup editor.

www.en.wikipedia,org

Task 2

Practice jigsaw reading. Split into 4 groups. Read one out of the four suggested texts and complete the chart with the necessary information.

Share the information you have got with your group mates and you will finally get the completed chart (yours will need to be much bigger than this!).

job	what they do	where they work	additional information
Cartoonist
Columnist
Freelancer
photojournalist

A  cartoonist is a person who specializes in drawing cartoons. This work is usually humorous, mainly created for entertainment, political commentary or advertising. Throughout the 20th century, cartoons were widely published in print media of various kinds, featured in magazines such as The New Yorker and Punch. Cartoonists may work in many different formats: animation, booklets, comic strips, comic books, editorial cartoons, graphic novels,manuals, single-panel gag cartoons or video game packaging.

The English satirist and editorial cartoonist William Hogarth, who emerged in the 18th century, has been credited with pioneering Western sequential art. His work ranged from realistic portraiture to comic strip-like series of pictures called "modern moral subjects".

A freelancer, freelance worker, or freelance is somebody who is self-employed and is not committed to a particular employer long term. Fields where freelancing is common include; music, journalism, publishing, screenwriting, photojournalism, event planning,copy editing, proofreading, indexing, copywriting, translating. Payment for freelance work also varies greatly. Freelancers may charge by the day, hour, a piece rate, or on a per-project basis.

The term was first used by Sir Walter Scott (1771–1832) in Ivanhoe (1820) to describe a "medieval mercenary warrior" or "free-lance" (indicating that the lance is not sworn to any lord's services, not that the lance is available free of charge).

A columnist is a journalist who writes for publication in a series, creating an article that usually offers commentary and opinions.Columns appear in newspapers, magazines and other publications, including blogs.

Readers often open a publication with an expectation of reading another short essay by a specific writer who offers a personal point of view. In some instances, a column has been written by a composite or a team, appearing under a pseudonym, or (in effect) a brand name. Some columnists appear on a daily or weekly basis and later reprint the same material in book collections.

P hotojournalism is a particular form of journalism that creates images in order to tell a news story. Photojournalists create pictures that contribute to the news media.

Like a writer, a photojournalist is a reporter but he or she must often make decisions instantly and carry photographic equipment, often while exposed to significant obstacles.

The practice of illustrating news stories with photographs was made possible by printing and photography innovations that occurred between 1880 and 1897. The first known photojournalist was Carol Szathmari (Romanian painter, lithographer, and photographer) who did pictures in the Crimean War between Russia and Ottoman Empire, 1853 to 1856.

www.en.wikipedia,org

You can find information about some famous journalists representing these and some other spheres of journalism in text 6 in the SUPPLEMENT.

You can also read about one of the most prestigious awards in the field of journalism – Pulitzer Prize – in text 7 in the SUPPLEMENT.

Task 3

What sort of a journalist would you like to become? Explain what attracts you in this very job.

READING AND ANALYSING A NEWSPAPER ARTICLE

In this part of the unit you will learn how to make an article analysis, you will also get acquainted with its main elements and will find some useful hints to make it in a proper way. You will find the examples of the linear analysis and making a cognitive map of a newspaper article as well.

There are the following stages of the article analysis:

1. stating the headline of the article and what newspaper it is from;

2. stating the topic, main idea and purpose of the article;

3. spotting the key words to support the main idea;

4. making the summary on the basis of the chosen key words;

5. making the inference.

The topic specifies what the article is about and is usually formulated in a short phrase.

The main idea develops the topic and is formulated in the affirmative sentence. It usually represents the central idea the author wants the readers to understand.

The purpose implies the reason why the author decides to write the article.

Key words are words or word combinations (usually a combination with a noun) which are used as the basis to make the summary.

A summary is a brief report conveying the main points made on the basis of the key words. While making the summary keep in mind the following advice:

• you should include only main points;

• you shouldn’t include anything beyond the author’s ideas;

• you should keep the original sequence;

• you can reword or paraphrase the ideas if necessary;

• you should avoid using quotations.

The inference is the conclusion you make after you have read the article. It is advisable to express your personal opinion on the matter under consideration. While making the inference you should specify

• the genre of the article;

• target audience;

• language and style of presentation;

• topicality of the material presented in the article.

You can find some useful phrases for making the article analysis in the USEFUL VOCABULARY part.

You are offered now the example of the possible article analysis. You need to read the article first.