A necessity for the professional jourbanalist's library, will prove a valuable resource for the student jourbanalist as well. This book summarizes some 200 media studies many from the most prestigious jourbanal in the trade, . In a paraphrased-synthesis format, and using informal terms, the author arranges some of the most interesting studies of the 1980s into eight subject headings including: Ethics Law, and the Jourbanalist; Advertising in the 1980s; Polling and Precision Jourbanalism; and Predictors of Readership and Viewship. For many years there has been a gap between media researchers and the practicing jourbanalist. Published research about jourbanalism as a discipline may receive attention in the classroom but seldom gets in the newsroom. Viewing the gap between the researcher and practitioner, Willis offers comments from both sides. He surveys nearly 150 news executives on media research and gives an insightful look at what factors cause readers or viewers to pay attention to the news media. From trends in the industry to types of audiences, uses practical research studies presented in an accessible style. Offering the most current data available on media research, this book will prove a great instructional as well as reference tool. It is a must for college jourbanalists, working press, and media marketers.