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| Author: | Raeymaeckers, K. |
| Title: | Letters to the Editor: A feedback opportunity turned into a marketing tool |
| Journal: | European Journal of Communication
2005 : JUN, VOL 20:2, p. 199-221 |
| Index terms: | Accountability Marketing Mass communication Newspaper industry Netherlands |
| Language: | eng |
| Abstract: | Letters to the editor (henceforth as: l-to-ed.) are valuable tools improving feedback procedures for traditional print media, placing topics occupying the public at large on the public agenda. This article presents the results of research on selection procedures (here as: sel-ps.) and editing practices in Flemish newsrooms. In addition to content analysis of published letters in several Flemish newspapers and in-depth interviews of the editors-in-chief, the study includes some qualitative, innovative and creative research techniques. Aiming to analyse objectively the sel-ps., the researcher wrote more than 100 letters to the newspapers' editorial offices. The outcome of this part of the study offers an insight into the sel. criteria as well as the editing of the letters section. |
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