WATCO and Enthymeme
What are the consequences of The Daily Universe going online-only on the advertising revenue it generates?
The Daily Universe going online only will increase ad revenue because the accessibility of an online-only newspaper will increase readership among students.
Audience
BYU School of Communications, Print Journalism Department
Goal
Invite Print Journalism department to explore the effectiveness of an online-only newspaper at BYU by conducting surveys of students.
How?
This paper appeals heavily to ethos. It begins by citing a study by a marketing firm on how effective advertising is on a student newspaper. Furthermore, it shows examples of student newspapers across the country that have seen success from going online-only.
This study, among other aspects, makes the argument quite relevant. After addressing the importance of advertising in a student periodical, the paper makes mention of a church-wide hiring freeze in the LDS Church with the purpose of practicing fiscal responsibility, a principle that BYU can help with by cutting printing costs of their paper. It helps show that even a paper in a heavily-subsidized institution can find ways to cut costs.
In citing the University of Utah's budget deficit with its student newspaper, their are hints of pathos. Our paper's stability can be superior to our rivals by going online-only.
Effectiveness
With a pretty attainable goal in sight (surveys of students) this paper appears to effectively show the potential for an online-only Daily Universe experience.
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