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Consumer journalism Consumer journalism

What it seeks to doWhat it seeks to doHow it seeks to do itHow it seeks to do it

Presentation to Jeanz Conference, Dec 2005Presentation to Jeanz Conference, Dec 2005

Grant HannisGrant HannisDept of Communication and Journalism, 2005Dept of Communication and Journalism, 2005

Massey UniversityMassey University

IntroductionIntroduction

Declaration of interestDeclaration of interest

What consumer journalism isWhat consumer journalism is Techniques used in Techniques used in Consumer Consumer magazinemagazine ConclusionsConclusions

What consumer journalism isWhat consumer journalism is

Consumer journalism is any text made available Consumer journalism is any text made available to the general public on contemporary matters to the general public on contemporary matters affecting consumers. affecting consumers.

Consumer journalism in modern society is Consumer journalism in modern society is popular and highly influential in highlighting popular and highly influential in highlighting consumer issues. Consumer reporters, consumer issues. Consumer reporters, Fair GoFair Go, , Target, 6pm TV News, Consumer.Target, 6pm TV News, Consumer.

What consumer journalism isWhat consumer journalism is

Consumer journalism as a specialist form of writing is, Consumer journalism as a specialist form of writing is, in essence, a recent innovation. in essence, a recent innovation.

Consumer ReportsConsumer Reports; ; Which?Which?; ; ChoiceChoice; and Consumers' ; and Consumers' Institute in New Zealand, publisher of Institute in New Zealand, publisher of ConsumerConsumer. .

Consumer Consumer magazine has about 70,000 subscribers and magazine has about 70,000 subscribers and 20,000 subscribers to 20,000 subscribers to Consumer OnlineConsumer Online. Published for . Published for nearly 50 years.nearly 50 years.

Techniques used in Techniques used in ConsumerConsumer

Good journalism is entertaining, informing and Good journalism is entertaining, informing and influential. But in the busy modern world, influential. But in the busy modern world, magazines must constantly fight their potential magazines must constantly fight their potential readers’ inclination simply not to bother reading readers’ inclination simply not to bother reading them. them.

The popularity and influence of The popularity and influence of Consumer Consumer indicates that the magazine is utilising a host of indicates that the magazine is utilising a host of successful journalistic techniques to convince successful journalistic techniques to convince people to read its articles and act on its advice. people to read its articles and act on its advice. What are those techniques?What are those techniques?


The material in the magazine is inherently dry, factual The material in the magazine is inherently dry, factual and perhaps even dull. Easy to assume that’s all the and perhaps even dull. Easy to assume that’s all the magazine can be. The writing and the visuals must magazine can be. The writing and the visuals must change that. change that.

Solid advice for people to help them live their lives: Solid advice for people to help them live their lives: major purchases, health, finances, children, etc. all told major purchases, health, finances, children, etc. all told from disinterested expert position. Verification.from disinterested expert position. Verification.

ConsumerConsumer is magazine for affluent middle-class. is magazine for affluent middle-class. Entertaining, but authoritative. Technical analysis.Entertaining, but authoritative. Technical analysis.

Techniques used in Techniques used in ConsumerConsumer Consumer is only available by subscription (avoids Consumer is only available by subscription (avoids

browsers), yet the magazine uses many browsers), yet the magazine uses many conventions of off-the-shelf magazines:conventions of off-the-shelf magazines:

- MastheadMasthead- Cover storyCover story- Info on other stories (value-packed)Info on other stories (value-packed)- EditorialEditorial- Letters to editorLetters to editor- Advertisement on back Advertisement on back

Done to:Done to:- Match magazinesMatch magazines- Encourage readingEncourage reading

Readers should feel Readers should feel ConsumerConsumer is essential reading is essential reading and full of important information. Often info is for and full of important information. Often info is for first-time buyers or purchases of large itemsfirst-time buyers or purchases of large items

Older demographic, but probably borrowed by Older demographic, but probably borrowed by people in 20s, 30s.people in 20s, 30s.

To appeal to younger people, often have young To appeal to younger people, often have young people on the cover.people on the cover.


Tone Tone akin to a TV journalist talking to camera: akin to a TV journalist talking to camera: conversational yet authoritative. Contractions and jokesconversational yet authoritative. Contractions and jokes

- ““They say a head cold lasts a week if you treat it and They say a head cold lasts a week if you treat it and seven days if you don’t”seven days if you don’t”

- ““The internet is stuffed with unreliable and plain wrong The internet is stuffed with unreliable and plain wrong information”information”

- ““Annette Clennell’s Philco washing machine died”Annette Clennell’s Philco washing machine died”- ““Service that sucks”Service that sucks”

But doesn’t get too colloquial (wouldn’t say “way too But doesn’t get too colloquial (wouldn’t say “way too many”) or use expletives (beneath dignity) many”) or use expletives (beneath dignity)


Lists, that hallmark of journalism, used. An article on health Lists, that hallmark of journalism, used. An article on health insurance: “7 things to think about” and another on bargaining has insurance: “7 things to think about” and another on bargaining has “10 tips for getting good deal” Businesslike, taut. Comprehensive.“10 tips for getting good deal” Businesslike, taut. Comprehensive.

Dates, and the names of people, organisations and places are Dates, and the names of people, organisations and places are frequently quoted in frequently quoted in ConsumerConsumer. By emphasising this factual content, . By emphasising this factual content, the stories sound authentic and the stories sound authentic and ConsumerConsumer appears well informed appears well informed and accurate: and accurate:

- ““Adrienne Stewart and her husband Michael of Christchurch are with Adrienne Stewart and her husband Michael of Christchurch are with medical insurer Medic Aid.“medical insurer Medic Aid.“

- ““[The] prosecution of BP Oil (NZ) resulted in fines of $40,000 for [The] prosecution of BP Oil (NZ) resulted in fines of $40,000 for the oil company and $8,000 for one of its retail managers. The the oil company and $8,000 for one of its retail managers. The company had pleaded guilty to attempting to fix prices” company had pleaded guilty to attempting to fix prices”


ConsumerConsumer knows its readers enjoy articles that criticise knows its readers enjoy articles that criticise conventional enemies of the consumer such as banks, conventional enemies of the consumer such as banks, insurance companies and telemarketers, and this is one insurance companies and telemarketers, and this is one reason reason ConsumerConsumer runs articles on these topics. runs articles on these topics.

It is clear that It is clear that Consumer Consumer plays to the crowd. The plays to the crowd. The opening section of an article on telemarketing reads:opening section of an article on telemarketing reads:

Infomercials implore you to pick up the phone and buy their Infomercials implore you to pick up the phone and buy their tacky products. Callers repeatedly phone you up at dinner time. tacky products. Callers repeatedly phone you up at dinner time. It’s all part of telephone selling, or telemarketing, and it’s It’s all part of telephone selling, or telemarketing, and it’s become the bane of many people’s lives. What are your rights?become the bane of many people’s lives. What are your rights?


Writing connects with readers: “Your letters” Writing connects with readers: “Your letters” “Watchdog” “Watchdog”

Conscious effort to provide advice: Conscious effort to provide advice:

If the manufacturer’s warranty has expired, it doesn’t mean you If the manufacturer’s warranty has expired, it doesn’t mean you have to pay for premature repairs. Under the Consumer have to pay for premature repairs. Under the Consumer Guarantees Act the retailer should fix problems that can’t be Guarantees Act the retailer should fix problems that can’t be explained by normal wear and tear, for up to six yearsexplained by normal wear and tear, for up to six years

Genuine advice, but also: stick with Genuine advice, but also: stick with ConsumerConsumer


Emphasise the benefits of Emphasise the benefits of ConsumerConsumer::

““We wrote to the manager of the dealership, We wrote to the manager of the dealership, and he immediately rang Michael and agreed to and he immediately rang Michael and agreed to pay him $500 compensation. “pay him $500 compensation. “

Encourages people to renew sub.Encourages people to renew sub.

Mostly negative news: when traders go bad.Mostly negative news: when traders go bad.


Longer articles kept relatively short and information Longer articles kept relatively short and information telegraphed in tables. Maximise space in small magazine.telegraphed in tables. Maximise space in small magazine.

When When Consumer Consumer looked at car safety, took 2100 words and a looked at car safety, took 2100 words and a large table, large table, North and South North and South 4600 words4600 words

Tables telegraph information but also give scientific sheen to Tables telegraph information but also give scientific sheen to the magazine.the magazine.

ConsumerConsumer made digestible: made digestible: - sub-heads, bullet points, sub-heads, bullet points, - more help, tablesmore help, tables


Expert opinion: Expert opinion: adopts the scientific approach of adopts the scientific approach of citing scientific studies and the statements of citing scientific studies and the statements of mainstream experts. Fair enough, but also mainstream experts. Fair enough, but also reflects well on reflects well on ConsumerConsumer. .

Tests: emphasise scientific approach (cost-Tests: emphasise scientific approach (cost-sharing with Australia and multi-nationally). Easy sharing with Australia and multi-nationally). Easy for other magazines to pass off as testing.for other magazines to pass off as testing.

““More information” section underscores expert More information” section underscores expert approach/encourage sales. Binders/indexes: approach/encourage sales. Binders/indexes: encyclopaedia of knowledge.encyclopaedia of knowledge.


““Consumer recommends” is very Consumer recommends” is very conspicuous: all some people want to conspicuous: all some people want to read.read.


Variations on a theme: Q and A Variations on a theme: Q and A

Invites information from readers: “Can Invites information from readers: “Can you help us?” Sense of community, keeps you help us?” Sense of community, keeps info-gathering costs downinfo-gathering costs down

Information regurgitated. Turnover of Information regurgitated. Turnover of readers, readers enter target marketreaders, readers enter target market


Cult of personality: David RussellCult of personality: David Russell

Profile: reporting in media, Profile: reporting in media, Sunday Star-Sunday Star-TimesTimes

Online: zero in on specific information, Online: zero in on specific information, more up to date (consumerreports.com more up to date (consumerreports.com very successful)very successful)


There is a balancing act here: too entertaining a style, There is a balancing act here: too entertaining a style, and and Consumer Consumer would undermine its claims to authority; would undermine its claims to authority; too rigorous an approach, and too rigorous an approach, and Consumer Consumer would be dull. would be dull.

Indeed, unless balanced by an entertaining style, the Indeed, unless balanced by an entertaining style, the scientific content in scientific content in ConsumerConsumer could prove the could prove the magazine’s undoing. Certainly, the magazine always magazine’s undoing. Certainly, the magazine always struggles not to appear fuddy-duddy. struggles not to appear fuddy-duddy.

So far, So far, ConsumerConsumer seems to have pulled off the balancing seems to have pulled off the balancing act. Consumers' Institute’s success in publishing the act. Consumers' Institute’s success in publishing the magazine for nearly 50 years is a record to be admired. magazine for nearly 50 years is a record to be admired.

Consumer journalism Consumer journalism

What it seeks to doWhat it seeks to doHow it seeks to do itHow it seeks to do it

Presentation to Jeanz Conference, Dec 2005Presentation to Jeanz Conference, Dec 2005

Grant HannisGrant HannisDept of Communication and Journalism, 2005Dept of Communication and Journalism, 2005

Massey UniversityMassey University

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