Production technology in transition at Tennessee newspapers : a survey and two case studies

By the late 1980s, the computer technology that made it possible to replace human type setters with computer generated typesetting commands evolved into printing technology capable of producing a newspaper on a desktop in fifteen minutes. During this period many Tennessee newspapers paired personal computers with laser printers to compose editorial and advertising copy, generate headlines and artwork, lay out pages electronically, and ultimately produce the entire publication to the plate-making stage. This study explored the use of personal computers and laser printers by Tennessee newspapers. It sought to determine how Tennessee newspapers responded to change and how they assessed the rewards and challenges of adapting personal computers and laser printers for newspaper applications. These questions were investigated during the first half of 1989. Data were collected on 69 member newspapers of the Tennessee Press Association through a mail questionnaire. The questionnaire asked 27 questions about staff size, computer equipment and application, respondent background, employee training and perceived impact of computer use. Responses were supported by in-depth case studies of The Greeneville Sun, a daily newspaper, and the Clinton Courier-News, a weekly. The questionnaire respondents were divided into staff sizes as well as into "full use" and "limited use" groups. Papers using personal computers to produce advertising and editorial copy as well as page layout and typesetting made up the "full use" group. Papers using personal computers for more limited uses such as bookkeeping and graphics comprised the "limited use" group. The results indicated that 72% of the respondents were using personal computers and laser printers for newspaper production. The new technology required less initial investment than the traditional newspaper production technology and was cheaper and easier to use. Newspaper managers who made the transition from traditional typesetting equipment and production processes to off-the-shelf personal computers and laser printers indicated that the short learning cycle, improved employee morale, and time and cost savings were often accompanied by poor technological and informational support, employee resistance to change, and the frustration of adapting personal computer technology, which was originally developed for business communications, to newspaper applications.