Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften News for a Mobile-First Consumer

The rapid adoption of mobile devices has created a new type of consumer, one who chooses smartphones and tablets over laptops and desktops, TV and radio, print newspapers, magazines, books, and landline phones. This new mobile consumer has not just forced businesses, institutions, governments, and organizations to innovate with mobile solutions; this new mobile consumer has upended the news media landscape, challenging news organizations and journalists to produce news for consumers who have little resemblance to yesterday's newspaper readers, TV news viewers, and online news consumers. Based on two national surveys, News for a Mobile-First Consumer introduces a mobile consumer taxonomy comprised of three types of mobile consumers: mobile-first, mobile specialists, and mobile laggards. The demographics of these mobile consumers as well as their relationship to news and social media are explored in depth. Social media as a competitor to and platform for mobile news are also examined, and special attention is devoted to news apps from the perspective of consumers. News for a Mobile-First Consumer also provides insight about millennials, racial and ethnic minorities, and women, who are at the forefront of the mobile revolution but less engaged with news. To improve mobile journalism and increase news engagement, Essentials of Mobile Journalism are proposed. As the first book to explore news and consumers in the mobile sphere, this book is required reading for scholars and professionals as well as undergraduate and graduate students enrolled in journalism, communication, strategic communications, advertising, media and society, marketing, and technology courses. Review «To conclude, News for a Mobile-First Consumer is an easy-to-read and accessible book which gives a broad overview of news in a mobile world. It brings together insights of audience studies and journalism. The book should be on the reading list for (American) students interested in innovation and journalism. Also, news organizations would benefit reading the book to get a better insight into their mobile audiences.» (Kristin Van Damme, International Journal of Digital Television Vol. 8, Number 2 2017) «The connections made throughout the book properly reveal the current state of news in its relationship to mobile media in the United States. News for a Mobile-First Consumer thus serves not only as an appropriate guidebook to the industry but also as an effective supporting text for a university journalism class.» (Tony R. DeMars, Electronic News Vol. 12(1) 2018) «Taken together, this thoughtful work provides an approachable entry point for scholars, students and savvy practitioners to better understand the evolving ecology of mobile news.» (Jan Lauren Boyles, Newspaper Research Journal 38/4 2017) About the Author Paula M. Poindexter (Ph.D., Syracuse University) is a journalism professor at the University of Texas at Austin. She is author of Millennials, News, and Social Media: Is News Engagement a Thing of the Past? (Peter Lang, 2012). She is a past president of the Association for Education in Journalism and Mass Communication (AEJMC) and in that role was responsible for creating “News Engagement Day.” Poindexter’s news media experience includes the Los Angeles Times and Houston’s KPRC-TV.