Town Square

Poster child for the changing media

Original post made by Dolores Ciardelli, editor of Danville Express, on Jan 7, 2010

Today I was on a panel for Leadership San Ramon Valley on the Changing Face of Media for its Communications and Media Day. Below is, more or less, my presentation.

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Posted by Hal Bailey
a resident of another community
on Jan 8, 2010 at 7:14 am

Dear Dolores,

Applause! A job well done and reported.

AS one who has operated a Linotype, done stone work, run press and did bindery, I appreciate the reflection of earlier printing. As one who was part of a photocomposition company and the emergence of computer typesetting and graphics, I understand the transition. As part of Silicon Valley since 1968, I continue to see the technologies emerge that changed print to a desktop and handheld image and sound.

What I haven't seen, Dolores, is any better delivery of news that would replace fair and balanced journalism by responsible reporters and editors. You are an excellent example of that continuing service to informed citizens and an exceptional wordsmith.

Thank you,


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Posted by Gunslinger
a resident of Danville
on Jan 8, 2010 at 7:27 am

You're paper could've easily survived in this area of conservatives and elders who don't like newfangled things. The weakly didn't fail because of the international decline in paper-reading. It failed because it alienated it's readership. That group home article in and of itself made a lot of people cancel their subscriptions. Now people tune in to listen to the commentators, not what you're gonna write.

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Posted by Ralph N. Shirlet
a resident of another community
on Jan 8, 2010 at 9:56 am

Ralph N. Shirlet is a registered user.

Dear Dolores,

As further commentators consider review of readership of the Danville Weekly and Danville Express, it should be important to research the realities of the majority in our region. Your coverage area, by actual polling, has few conservatives and liberals and is a majority of moderates. Age distribution in your coverage area is shifting toward a primary age group of 34 to 50 with rapid decline in retirement age residents. Likely readership of on-line news services such as the Danville Express will be a majority of readers of less than 50 years of age.

As commentators research available readership, they will find political, economic and cultural interests focused toward human issues of family, neighborhood and community. The majority of available readership is very-savvy, well-read and rely on AP, Reuters and similar professional, global journalism for well-balanced world and national news.

Certainly evident in your available readership is the absence of interest in broadcast news entertainment provided by Rush, Glenn, Bill, Nancy and other performers. Such entertainment without scope beyond maintaining continuing viewers and listeners simply is not journalism to a broad majority of available readers in your coverage area.

There is easy validation of such demographics available for research by your forum commentators and little reason to be without such knowledge in formulating their commentary.

Hal/CDSI Research