Gift Guide

Mass Media Writing: An Introduction / Edition 1

Paperback (Print)
Buy Used
Buy Used from
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 98%)
Other sellers (Paperback)
  • All (17) from $1.99   
  • New (5) from $8.00   
  • Used (12) from $1.99   
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any coupons and promotions
Seller since 2008

Feedback rating:



New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.


Ships from: cadiz, KY

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Seller since 2008

Feedback rating:


Condition: New
Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.

Ships from: Westminster, MD

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
Seller since 2007

Feedback rating:


Condition: New

Ships from: Avenel, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
Seller since 2014

Feedback rating:


Condition: New
0137764448 Premium Publisher Direct Books are Like New or Brand New books direct from the publisher sometimes at a discount. Multiple copies are usually available. These books ... are not available for expedited shipping and may take up to 14 business days to receive. Read more Show Less

Ships from: Agoura Hills, CA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Express, 48 States
Seller since 2014

Feedback rating:


Condition: New

Ships from: Idyllwild, CA

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Page 1 of 1
Showing All
Sort by


Because journalism and mass media students need and benefit from writing skills for print-based media, this text first provides a strong foundation in newspaper writing techniques. Following chapters cover other media writing styles and discuss how and why these writing styles differ from (and resemble) newspaper writing. A final chapter discusses legal aspects of writing, including libel, invasion of privacy, and First Amendment rights.
Read More Show Less

Product Details

  • ISBN-13: 9780137764440
  • Publisher: Pearson
  • Publication date: 8/15/1996
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 315
  • Product dimensions: 7.00 (w) x 9.00 (h) x 0.90 (d)

Table of Contents

Each chapter begins with “Key Concepts” and “Focus Questions,” and concludes with “Final Focus,” “You're on Deadline: Exercises,” and most end with "Endnotes."


About the Authors.


1.Introduction to Media Writing.

Media in Society.

Mass Media and Writing.

Impact of Technology on Media Writing.

Careers in Media.

Ethical Concerns.

2.Precision and Accuracy in Writing.

Writing by the Rules: Correct Grammar.

Breaking the Rules.

Importance of Correct Spelling.

Impact of Grammatical and Spelling Errors.

Writing Accurate Copy.

3.Journalistic Writing Style.

Writing Formats.

Mass Media Writing Format.

Formatting for Articles.

4.Preparing to Write.

Writing as a Process.

Conducting Interviews.

Other Sources of Information.

5.Writing News Stories.

What Is News?

What Should a News Story Contain?

Qualities of Good News Writers.

Formats for News Stories.


Writing News Stories.

6.Writing Feature Stories.

Feature Story vs. News Story.

Feature Stories Share Personal Experience.

Factual Material, Fiction-Writing Techniques.


7.Writing Broadcast News.

News in Summary Form.

Copy Format.

Copy Style.



8.Writing Radio News.

Early to Rise.

Scripting Radio News.

Telling the Story.


Hard News/Soft News.

Sound: The Lifeblood of Radio.

Types of Sound.

Putting It All Together: The Radio Newscast.

9.Writing Television and Cable News.

Telling Stories with Pictures.

It's Not Radio with Pictures.

“What Am I Seeing and Why Am I Seeing It?”

Script Format.

Writing to Pictures.

Basic Story Forms.

Writing the Story.

10.Writing for Public Relations.

Writing Goals.

The Reader-Friendly Approach to Writing.

The Planning Process.

The Writing Process.

The Evaluation Process.

11.Public Relations for External and Internal Audiences.

Reaching External Audiences.

Reaching Internal Audiences.

New Technologies.

12.Introduction to Advertising Copywriting.

The Basics of Good Copy.

How and Why Advertising Copy Works.

Understanding Advertising Appeals.

Understanding the Limitations of Advertising.

What the Writer Brings to the Ad.

Understanding Criticisms of Advertising Copy.

Bad Copywriting Can Harm Products.

Good Copywriting Elements.

13.Writing Advertising Copy.

Writing Print Advertising.

Writing Broadcast Advertising.

Outdoor Advertising.

14.Broadcast Promotions.


Spot Promotion.


Putting It All Together.

Cable and Satellite-Delivered Systems.

15.The Legal Aspects of Writing.

The First Amendment.

Freedom of Information Act.

Legal Terminology.

Appendix A: Code of Ethics of the Society of Professional Journalists.

Appendix B: Review of Grammar Fundamentals.





Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)