Curriculum
Vitae
Updated
March 2005
Clyde H. Bentley
3
Neff Hall
Missouri
School of Journalism
Columbia, Missouri 65211
(573)
884-9688
BentleyCL@missouri.edu
The
University of Oregon
Doctor
of Philosophy, School of Journalism and Communication.
June 2000.
The
University of Texas at Austin
Master
of Arts in journalism, minor in management. May
1990.
Pepperdine
University at Los Angeles
Bachelor
of Arts in Journalism (cum
laude), 1973.
Shasta
Community College
Associate
of Arts in Journalism, 1971.
Academic
Experience
Associate
Professor
University
of Missouri
Columbia,
Missouri
Teach
in both news/editorial and advertising-research departments of the
Missouri
School of Journalism. Member of
the Center for the Digital Globe, Policy Committee and Technology
Committee. Founder of MyMissourian.com.
Adjunct
Assistant Professor
University
of Oregon
Eugene,
Oregon
Taught
both a large lecture class in mass media and a small seminar for
pre-journalism
majors plus a lab-based class in newspaper editing.
June 2000 to June 2001
Graduate
Teaching Fellow
University
of Oregon
Eugene,
Oregon
Taught
reporting, newspaper editing, media management and mass media &
society
. Assisted with newspaper editing
class for four terms, overseeing all newspaper and new media editing
labs. Also served as assistant coordinator
for a journalism workshop for minority high school students for two
years. September 1997 to June 2000
Journalism
Instructor
Shasta
College
Redding,
California
Taught
news reporting and mass
communication classes at a community college with a long reputation of
quality. Adviser to college
newspaper. January to June 1997.
Graduate
Teaching Assistant
University
of Texas
Austin,
Texas
Supervised
the news writing laboratory, assisted with newspaper design class. 1989-90
Substitute
Journalism Instructor
Shasta
College
Redding,
California
Taught
introductory reporting classes while the regular instructor was ill,
1977.
Professional
Experience
General
Manager
The
East Oregonian
Pendleton,
Oregon
Directed
the financial, advertising,
operational and personnel functions of a 12,700-circulation daily
newspaper. Formulated and
administered a multi-million dollar budget, managed
80 employees and maintained strong records of
profitability and consumer satisfaction. July 1993 to January 1997.
Advertising
Manager
The
Irving News
Irving,
Texas
Directed
the retail advertising
department of the flagship of the A.H. Belo Corporation's suburban
newspaper
group. Recruited and trained the
sales staff, developed the marketing strategy and worked closely with
both the
readers and business community. April 1991 to July 1993.
Marketing
Director
The
Recorder-Times
San
Antonio, Texas
Directed
a 17-person sales staff,
planned market strategy, researched demographics, produced marketing
materials
and made presentations to major accounts.
Revamped marketing strategy to produce record profits. April 1990 to January 1991.
Managing
Editor
The
Coeur d'Alene Press
Coeur
d'Alene, Idaho
Formulated
strategic plan and budget for the editorial department, wrote
editorials,
coordinated newsroom efforts and provided community relations for a
daily
newspaper . Prior positions at
paper included news editor and city editor. June
1981 to June 1988.
Assistant
to the Publisher
The
Headlight-Herald
Tillamook,
Oregon
Managed
the production department, directed public relations and sold
advertising for a
four-newspaper group. January 1980
to June 1981.
Editor
The
Tahoe World
Tahoe
City, California
Managed
a prize-winning weekly newspaper with an absentee publisher. October 1978 to December 1979.
Managing
Editor
The
Redding Outlook
Redding,
California
Managed
the news staff of a large suburban newspaper.
Also supervised a rural weekly and an 11-state agricultural
publication. September 1976 to
October 1978.
Reporter
The
Record-Searchlight
Redding,
California
Covered
a variety of beats for a daily newspaper. April
1973 to September 1976.
Intern
Newsweek
Magazine, Los Angeles Bureau
Los
Angeles, California
Covered
national and regional stories, filed bureau reports on Hollywood
personalities. September 1972 to
April 1973.
Reporter
The
Community Informer
Los
Angeles, California
Covered
hard news and features for an urban weekly newspaper part time while
pursuing
an undergraduate degree. April
1972 to August 1972.
Other experience
Freelance
writer
Magazine
articles include a major
feature for Trailer Boat, 1988.
Radio
announcer
Taped
a daily promotion for the Coeur d'Alene Press, 1987-1988.
Television
NBC
interview, 1987. Panelist for a local
"Meet the
Press" show, 1975. Editorial
writer-announcer, 1971
Dissertation:
"Make
My Day: Ritual, Dependency and the Habit of Newspaper
Reading"
Explores,
via three empirical studies
and one qualitative study, the power of ritual and habit to affect the
consumption of newspapers. June
2000.
Academic Papers
“MyMissourian: A case
study of open
source journalism” Accepted by the
Communications Techology and Policy Division for presentat ion to the
AEJMC
annual conference, San Antonio, Texas, August
2005.
“Mac-in-the-box:”
Expertise on the Go” presented at The Digital Revolution:
The Impact
of Digital Media and Information
Technologies
October
14-16, 2004,
Columbia, South Carolina
“Digitizing
the News:
Innovation in Online Newspapers” (Book Review). Journalism & Mass
Communication Quarterly,
Autumn2004, Vol. 8, Issue 3.
“Digital
Contest:
Newspapers and Web Advertising” in Savid W. Schummann and Esther
Thorson
(Eds.) Internet Advertising, Theory and Research, Mahwah, NJ: Lawrence
Earlbaum. (forthcoming)
“You've got news: A
Permission
Marketing Model Using Electronic Newsletters.” With Anca Micu. Presented to the International
Symposium on Online Journalism,
University of Texas at Austin April 16, 2004.
“An Economic Model of
Permission
Marketing: Win-Win-Win Relationship Building Among Marketers, ISP, and
Internet
Users.” With Anca Micu, Jin Yan
and Glen Cameron. Presented to the
American Marketing Association 2004 Educators Conference, Scottsdale,
AZ, Feb
9-13, 2004.
“Are There Early Adopters
of
Unsolicited E-Mails? With Anca Micu.
Presented to Expanding Convergence: Media Use in a Changing
Information
Environment, University of South Carolina, Aug. 12, 2003.
Are There Early Adopters
of
Unsolicited E-Mails? With Anca Micu.
Presented to the Internaltional Confererence on Politics and
Informations Systems: Technologies
and Applications (PISTA), Orlando, FL July 26, 2003
News and the Net (Review):
Journalism
and Mass Communications Quarterly, 80:3 (2003): 7:52-53.
“No Newspaper is No Fun: Failed delivery, Berelson revisited and
what missing the newspaper means.” Newspaper Research Journal 22:4,
Feb. 2002.
“The E-Mail is Down: Using a 1940s method to analyze a 21st century problem.” With
Brooke Fisher. Presented to the
Communications
Technology and Policy Division at the AEJMC Annual Conference, Miami,
Aug.7,
2002.
“Use of online news sites:
Development of habit and automatic procedural processing” With Maria E.
Len-Rios. Presented to the Theory
and Methodology Division at the AEJMC Annual Conference,
Washington,D.C.,
August 2001.
"By the Numbers: Documenting the Newspaper Habit." Paper presented to the Communications Theory and Methodology Division at the AEJMC Annual Conference, Phoenix, Aug. 9, 2000.
"The Daily Habit: Ritual Behaviors and Their Effects on
Newspaper Research."
Paper
presented to the American Association for Public Opinion Research for
presentation at its 55th annual conference in Portland,
Oregon May
18-21
“In the Public’s Interest,
or Interesting to the Public? Who
Defines “News?” ,
Paper presented to the
Communications
Theory and Methodology Division for presentation at the AEJMC Annual
Conference, New Orleans, Aug. 6, 1999.
"Who is My Paper, Anyway?:
Personality
Profiling to Assess Newspaper Brand Identity”, Presented to the
Huck
Boyd National Center for Community Newspapers for the Community Media
Newspapers and Community-Building Seminar held in conjunction with the
National
Newspaper Association's 114th Annual Convention in Boston, Sept. 30 and
Oct. 1,
1999.
”"The Ad Rep as Business
Coach: Account Planning for
Community Newspapers."
Presented to the Huck Boyd National Center for Community Media
Newspapers and Community-Building Seminar Sept. 24-25, 1998, in Reno,
Nev., in
conjunction with the National Newspaper Association's 113th Annual
Convention.
"News
for the Newsroom: A Study of Employee Communications Practices Used
by Newspaper Editors," by
Andi
Stein, Clyde Bentley, and Wayne Wanta.
Presented to the Public
Relations/Corporate Communications Track of the
Eleventh Annual Meeting of
the
International Academy of Business
Disciplines, March 25-28,
1999,
Chicago, and published in conference proceedings.
"50 Years Later: "What It
Means to Miss the Newspaper." Paper presented to the
AEJMC Annual Conference, Baltimore,
MD, Aug. 5, 1998
"Life
Style and the Daily News: A
Comparison of Newspaper Non-Readers, Infrequent Readers and Frequent
Readers." Master's thesis at
the University of Texas, 1990
General Publications
"Putting ink in their
blood: Real-world project persuades
students to take a fresh look a
community newspapers as a career choice." Publishers' Auxiliary,
Sept. 18, 2000. Presented at the Newspapers & Community-Building
Symposium
VII, part of the 115th Annual National Newspaper Association
Convention,
Louisville, KY.
“What
It Means to Miss the Newspaper."
Cover story for Ideas magazine, the journal of the
International
Newspaper Marketing Association.
September 1998.
"Building
Media Brands"
Selected for annual "Brand Champions of the Future" edition of
The Advertiser magazine, journal of the Association of
National
Advertisers. October 1998
"Newsroom
Awards: Cost is not the point –
the style is in the delivery,"
with John Russial in Presstime, the magazine of the
Newspaper
Association of America, April 1996.
"The
ABCs of Branding for Newspapers."
National training video filmed by Newstar Communications, Oct.
9, 1998.
"Call
Me Coach: Account Planning for
Newspapers." National
training video filmed by Newstar Communications, Oct. 9, 1998.
Seminars and Conferences
The
Digital Revolution:
The
Impact of Digital Media and Information
Technologies
Newsplex,
Columbia, South Carolina, October
14-16, 2004
University
of Texas
atAustin, TX. April 16-17,2004
New Media Conference,
2002, 2001
and 2000
Annual
conference co-sponsored by UC
Berkeley and USC.
Defining Convergence
Conference,
IFRA
University
of South Carolina,
Columbia, SC. Nov. 12-13, 2002
University
of South Carolina, Columbia, SC.
Nov. 14-16, 2002
American Copy Editors
Society
(ACES)
National
convention in Portland, OR,
September 11-12, 1998.
American
Press Institute
Cost
and Revenue Management seminar,
1995.
Studied
methods of increasing revenue and controlling costs at all levels of
newspaper
management. Learned to use
the Inland Daily Press Association Cost and Revenue Study.
Tom
Hopkins International
Professional
Selling A to Z, 1991.
Completed
sales and sales management courses.
The
Poynter Institute for Media Studies
Media
Management and Entrepreneurship Program, 1989.
Studied
market analysis, strategic planning, leadership skills, communication
and
motivation, problem solving, coaching and staff development. The 10-week program also covered
financial analysis, media economics, ethics, labor issues, and
newspaper
design.
Society
of Newspaper Design
National
convention, 1988.
Participated
in publication redesign and new technology seminars.
Arnold
DeLucca & Associates
Advertising
sales seminar, 1981.
Reviewed
tactics for account management.
National
Newspaper Foundation
Small
Newspaper Management Institute,
1979.
Learned
strategies for motivation, budgeting and production at a weeklong
academy.
International
University
of Texas
atAustin, TX. April 16-17,2004
Visiting
Professor,
Online Journalism
European
Journalism
Academy, Vienna, Austria, Nov. 3-4, 2003
Beyond
the Printed
Word Conference
Ifra, Rome,
Italy, Oct.
30-31, 2003
Ulaanbaatar, Mongolia,
April 4-April
13 2002.
Service activities
Missouri School of
Journalism
Policy Committee
Member, 2003-2005
Missouri School of
Journalism
Technology Committee
Member, 2003-2004
Center for the Digital
Globe
Executive Board, 2004-5. Certification committee, 2002-2003
Newspaper Division, Association for Education in Journalism
and Mass Communications
Head, 2002 – 2003. Program chair, 2001-2002.
Search Committee,
Advertising
Department Faculty
Chair.
University of Missouri, 2002.
Research and
Development Committee
Member.
University of Missouri, 2002-2003.
Search Committee, Daily
Missourian
General Manager
Chair.
University of Missouri, October-December 2001.
Oregon Daily Emerald
Board of
Directors
University
of Oregon, two-year
appointment October 2000.
Minority
Journalist Workshop
Helped
coordinate a workshop for minority high school journalists, matching
students
with professionals
June
1998
Kappa
Tau Alpha
Member,
national journalism honor society
1998
to present
Habitat
for Humanity
Construction
volunteer
Summer
1997
Rotary
Club of Pendleton, Oregon
Member
1993-1997
Round-up
City Development Corporation
Executive
board member, 1993-1997
Toastmasters
International
Competent
Toastmaster certification, 1993.
Pendleton
Chamber of Commerce
Board
of directors, 1994-1995
Kiwanis
International
Tillamook,
Ore., Club 1980-81. Idaho Panhandle Club,
1986-88.
.
Research emphasis
As
an experienced journalist and
newspaper manager, I have a long-held fascination with the interface
between
the media organization and the various audiences it attempts to serve. A research focus on the audience
is natural for me. My master's
thesis explored the lifestyle differences of frequent readers,
infrequent
readers and non-readers. I have
since also studied media systems dependency theory and audience
satisfaction,
and I have extensively studied the impact of brand equity on newspapers.
My
major research attempts to differentiate between reader "preference"
and reader "desire," the goal of defining and quantifying the factors
that lead to reader loyalty.
I am currently exploring the non-content factors that drive
people to
read newspapers, despite the availability of similar information in
cheaper and
often faster electronic forms. My
dissertation looked at the “ritual” or habitual aspect of newspaper
readership,
using a combination of quantitative survey methodology and qualitative
interviews. Further research will
explore the tactile and emotional aspects of newspaper reading.
My interest in the
audience has
directed me to a secondary line of research on newspaper brand
identity. The
effort that newspapers make to earn brand loyalty from their readers is
the
“flip side” of audience desire.
Teaching philosophy
While information can be
“provided”
to a student, knowledge must be constructed in the student’s own mind. As a teacher, my goal is to help
students develop an ability to assemble the various bits of information
from
numerous sources into usable, cohesive knowledge.
I am a strong believer in
the
Socratic method of teaching. Critical thinking skill should be the most
important result of a college education. I
employ questions, discussions and classroom
activities to prompt students to reach their own conclusions. While this method lends itself best to
small seminars, I have developed techniques to employ it effectively
even in
very large lecture halls.
While I have a firm
commitment to
teaching the traditional print media skills of grammar, spelling, story
structure, style, inquiry and ethics; I also believe that all
journalism
students should look toward the future.
I use new media developments – from web pages to computerized
presentations
to Blackboard course management software – to demonstrate to students
that good communication can take place in any technological form.