This study utilizes a national survey of college newspaper advisers to assess the internal workings of the college newspaper and its value as a pedagogical tool. It finds significant differences between the degree of audience and marketing coupling occurring within college and U.S. daily newspapers as well as differences in student autonomy among…

Data from a national survey of U.S. advertising students compared those who planned to seek creative jobs in advertising with those who desired management positions and "Generalists," who chose both. Male and female students were equally likely to aspire to be Creatives, despite current U.S. agency estimates that men outnumber women by…

Enrollments in journalism and mass communication programs in the United States have declined over the last two years, reversing a pattern of growth that has sustained the field for twenty years. It is a decline at a time of continued growth in enrollments at universities generally. It is a decline at a time when enrollments have been growing in…

National survey of college mass communication students (N = 247) analyzed attitudes on the teaching of print and electronic media skills, using journalism students as comparison group. Previous research had not explored strategic communication student responses to convergence. Found identity variables within public relations (PR) field related to…

Enrollments in journalism and mass communication programs declined in the autumn of 2011, compared to a year earlier. Enrollments were down slightly at the senior and junior levels and substantially at the freshman level. Enrollment increased at the sophomore level. The majority of administrators say they have made curricular changes in the past…

To carry out their mission of preparing students to be successful journalism professionals, educators make important decisions on the core curriculum: the common courses that all journalism students must take to graduate, no matter their area of emphasis or academic constraints. This national study of U.S. journalism program directors shows they…

Surveys by mail 461 public relations professors to determine how institutions and those teaching public relations are preparing practitioners in research education for their projected research responsibilities. (PA)

Surveys creative directors at advertising agencies nationwide regarding their preferences for contents and strategies in the portfolios of entry-level copywriters and art directors. Reports results in terms of content and approaches, number of campaigns and pieces, subjects of ads selected, importance of presentation, importance of concept over…

Surveys the creative directors from 173 top United States advertising agencies regarding advertising education. Discusses their remarks regarding academe, "executional" issues (conceptual ability and skills), and professional issues (students' ability to sell themselves and to function in the real world). (SR)

Surveys media professionals as to how major marketplace changes are affecting the way media planning courses should be taught. Offers recommendations to teach students to: think conceptually, critically, and creatively; use numbers to determine and support their media decisions; contend with audience fragmentation and advertising clutter;…

Presents key findings of the Annual Survey of Journalism and Mass Communication Enrollments. States that enrollment nationally in the field of journalism and mass communication has increased by one-half of 1% over last year. Describes survey methodology. Lists number of degrees conferred by institution and education level. (PA)

Outlines three fact-finding sessions (included in a beginning reporting class) that give students knowledge of a small but well-chosen set of (principally paper) reference sources. Reports results of a survey of newspaper business editors regarding their use of paper reference works, and notes their support of such training. (SR)

Argues that advertising students should understand ethnic markets. Finds that only 15% of surveyed advertising professors said their departments offer courses focused exclusively on multicultural issues, only 13% said students were required to take courses relevant to ethnic advertising outside of their department, and over half spent three hours…

Considers, after surveying advisers and business managers at college/university student dailies, the extent to which these campus newspapers are instructionally independent or dependent of a university, both individually and collectively. Finds 12 dailies to be strongly independent of university control, one firmly curriculum-based, and 89 a mix…

Finds that educators are more likely than issues managers to hold an outer-directed worldview of issues management. (SR)