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English for Professional Purposes

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Submitted By mimisyaputri
Words 621
Pages 3
According to Meyer & Zhang (2002), reflections of the communities they serve. Overall, journalists are younger, better-educated and better-paid than their readers. Without research, newsrooms are not likely to know their readers very well. Another reason is newsrooms have been reluctant to use research because they do not like the results. In most cases, research shows that the preferences of readers do not match those of the journalists who claim to serve them and journalists do not like to hear them. The last reasons are publishers have been reluctant to pay for research without knowing in advance what they will learn. This position defies logic that is if a researcher could tell the researcher what he or she was about to learn, there would be no need to conduct the research. Newspaper need to invest in research without a guarantee and it is the only way they can find out what they do not know.

Thus, after 30 days of our employment on this particular organization, we learned that those readers were skipping the front page. As difficult as this was for us to believe, we heard this too many times from too many readers to deny. We had to believe them because they told us why they skipped the front page, and their reasons made sense. So, we respond that by transforming the front page from dull to dramatic, with more compelling content selection, presentation, headline writing, use of color and typography, and more emphasis on local news and shorter stories. The images below show a published front page and a prototype page based on the same day's content.

Besides that, research also can be statistically accurate and totally meaningless. We began our redesign of the Utusan Melayu by reading hundreds of pages of research from a company with many years of newspaper experience. We sure that it was conducted with utmost care, but it did not prepare our management

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