The Ethical Implications of an Elite Press

Newspaper publishers are well into the process of bifurcating what once was a single mass-market product. Particularly for larger papers, website versions are taking over the mass-market role, while remaining print products are moving toward targeting a much smaller and more elite readership. This article explores theoretical and ethical issues raised by such a two-tiered newspaper structure and suggests directions for empirical study. Broadly, concerns center on the widening knowledge gap between print and online newspaper readers and its implications for civic discourse and democratic vitality. More narrowly, issues encompass a potential bifurcation of normative standards, including diverging markers of credibility, accuracy, and privacy

Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands

Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand objectives remains limited. This study addresses the gap by focusing on B2B SMEs and their social networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool. Findings from a mail survey show that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. On the other hand, the most significant barrier is the lack of perceived relevance for particular sectors. Notably, the overwhelming majority of users do not adopt any metrics to assess SNS effectiveness. Almost half of the sample of SMEs that currently use SNS have indicated their intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context