ABSTRACT
Market research emerged as a major force in the news business in the 1970s but has since been both under-utilized and mis-utilized to the detriment of news organizations. Media managers, especially those within news media companies, have allowed marketing departments within their organizations and advertising companies outside their organizations to dictate their understanding of the audiences they serve. This has resulted in a shallow conception of the audience and, even worse, weak relationships among consumers and their news media products whether they are print, broadcast, digital, or mobile.
