Spanning the Market

Case 5.3 Spanning the Market

Read Case 5.3 Spanning the Marketin the course text. In a three to five page paper, please address the following:

• Describe the most pressing problem for The Beacon’s publisher.
• Identify the greatest weakness in this situation related to external impacts.
• Develop a resolution to the greatest weakness in this situation.
• Assess whether or not The Beacon should be classified as a “Black newspaper” and why.
• Evaluate where the town of Conway is in the adoption process regarding The Beacon.
• Discuss what action The Beaconshould take with regard to local advertisers with The Times and discuss whether the publisher should be concerned with the record.
• Compare how the model of starting a Hispanic newspaper may or may not differ from the one of starting a Black newspaper.

Sylvie, G., Wicks, J. L., Hollifield, C. A., Lacy, S., & Sohn, A. B. (2012). Media management: A casebook approach (4th ed.).