Word: magids
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...Cincinnati Enquirer had a problem. Circulation was slipping, down about 5% in three years. So in 1975 the Enquirer hired Frank N. Magid Associates, a Marion, Iowa, consulting firm, to find a solution. On Magid's advice, the paper added more local news, more sports coverage, more consumer reporting and its first restaurant reviews. Results are not all in yet, but during the past year alone circulation climbed...
...Magid, whose firm is plunging into newspaper work after becoming the nation's leading television news doctor, is in many ways typical of the bunch. A one-time social psychologist at the University of Iowa, he borrowed $800 from his father and in 1957 launched a market research firm in Marion, a pleasant suburb of Cedar Rapids, where his wife was able to land a teaching job. After helping more than 100 TV stations to retool their newscasts, Magid and his staff of 117 have sold their services to nearly 40 newspapers in the past three years, including...
...wags his finger in the air and tells you there's something wrong with your paper, and he's bringing in this expert to tell you how to straighten it out," says Chicago Daily News Editor in Chief Jim Hoge, who has generally ignored the advice Frank Magid has given his paper during its recent radical redesign. "Before you know it, the expert starts telling you which is left and which is right...
...cures that are either superficial or self-evident. "Any editors worth their salt shouldn't have to pay money to consultants," says Charles Whipple, the Boston Globe's ombudsman. At worst, the use of consultants leads to an epidemic of fluff at the expense of hard news. Magid and Dallas' Belden Associates usually advise clients to squeeze some front-page nation al and international news into a box of summaries. After an audience study last year by Belden and some in-house soul searching, the Miami News began to boil much of its copy down to short...
...female candidates, among them Walters, 44; Stahl, 33; Brown, 35, now stationed in London, and Liz Trotta, 39, correspondent for New York's WNBC-TV. Then Westin resigned last fall in a row with News Chief Sheehan, and the search was suspended. But the network soon commissioned Frank Magid Associates to test viewer preferences; the firm found that 46% would like to see a woman deliver the news, 41% did not care and only 13% would prefer...