Annual Surveys of Journalism & Mass Communication 1997 Survey of Enrollments
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1997 Annual Surveys of Journalism & Mass Communication Survey of Enrollments Survey of Graduates Sponsors: AEJMC, ASJMC Council of Affiliates of AEJMC The Freedom Forum National Association of Broadcasters Newsletter Publishers Foundation Newspaper Association of America Foundation Hearst Corporation Jane Pauley and NBC Radio Television News Directors Association Scripps Howard Foundation Grady College, University of Georgia A Release of Data from: 1997 Annual Survey of Journalism & Mass Communication Graduates Gerald M. Kosicki & Lee B. Becker Sponsored by: AEJMC, ASJMC, Council of Affiliates of AEJMC, The Freedom Forum, National Association of Broadcasters, Newsletter Publishers Foundation, Newspaper Association of America Foundation, Hearst Corporation, Jane Pauley & NBC, Radio Television News Directors Association, Scripps Howard Foundation, Henry W. Grady College at the University of Georgia. Annual Surveys of Journalism & Mass Communication Henry W. Grady College of Journalism & Mass Communication www.grady.uga.edu/annualsurveys/ Survey of Enrollments Athens, GA 30602-3018 Survey of Graduates The Annual Survey Web Site also can be reached through the home page of the... www.grady.uga.edu/coxcenter/ 1. Specialty within Curriculum of BA Recipients 35 News-editorial Broadcasting Advertising Public relations Other 30 Percent 25 20 15 10 Action News We Are Advertising Public Relations Plus 5 0 1986 1987 1988 1989 1990 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 1993 1994 1995 1996 1997 2. Campus Activities of BA Recipients 100 Newspaper Yearbook Radio Television Media internship Magazine WWW.Site 80 1991 1992 1993 1994 1995 1996 1997 Percent 60 40 20 0 1986 1987 1988 1989 1990 Source: Annual Survey of Journalism & Mass Communication Graduates 3. Final GPA of BA Recipients 100 A B C 80 percent 60 40 20 0 1989 1990 1991 1992 1993 1994 1995 1996 Source: Annual Survey of Journalism & Mass Communication Graduates 1997 4. Final GPA of BA Recipients by Major: Percent with A or A100 1996 1997 80 percent 60 40 40.1 39.8 32.7 34 29.9 34.3 33.6 32.6 30.6 26.8 20 0 Print journalism Broadcasting Advertising Source: Annual Survey of Journalism & Mass Communication Graduates PR Other 5. Mean ACT score of BA Recipients by Major 1996 1997 25.1 25.3 Total 26.5 26.4 Print journalism 24.4 24.4 Broadcasting 24.4 25.3 Advertising 24.6 24.8 PR 25.1 25.4 Other 11 16 21 26 Source: Annual Survey of Journalism and Mass Communication Graduates 31 36 6. Mean SAT score of BA Recipients by Major 1090.5 1094.2 Total 1996 1997 1140.5 1151.8 Print Journalism Broadcasting 1075.3 1102.7 Advertising 1090.6 1074.1 1081 1059.8 PR 1073.5 1083.8 other 400 600 800 1000 Source: Annual Survey of Journalism & Mass Communication Graduates 1200 1400 1600 7. Jobs Sought by BA Recipients -- Print 35 Dailies Weeklies WWW 30 Percent 25 20 15 10 1990 1991 1992 5 0 1989 1993 Source: Annual Survey of Journalism & Mass Communication Graduates 1994 1995 1996 1997 8. Jobs Sought by BA Recipients -- Broadcasting 35 Television station Radio station Cable television 30 Percent 25 20 15 10 Action News 1995 1996 5 0 1989 1990 1991 1992 1993 Source: Annual Survey of Journalism & Mass Communication Graduates 1994 1997 9. Jobs Sought by BA Recipients -- PR/Advertising 35 Public relations agency Public relations department Advertising agency Advertising department 30 25 Percent 20 15 10 We Are Advertising Public Relations Plus 5 0 1989 1990 1991 1992 1993 1994 Source: Annual Survey of Journalism & Mass Communication Graduates 1995 1996 1997 10. Job Offers For BA Recipients on Graduation: Percent at Least One Job 100 Percent at least one job 80 Percent 60 1994 1995 40 20 0 1988 1989 1990 1991 1992 1993 Source: Annual Survey of Journalism & Mass Communication Graduates 1996 1997 11. Job Offers for MA Recipients on Graduation: Percent at Least One Job 100 Percent at least one job 80 Percent 60 1992 1993 40 20 0 1989 1990 1991 Source: Annual Survey of Journalism & Mass Communication Graduates 1994 1995 1996 1997 12. Employment Status of BA Recipients 100 Full-time work Part-time work Continuing school Unemployed 80 1990 1991 1992 1993 1994 1995 1996 1997 Percent 60 40 20 1986 1987 1988 1989 0 Source: Annual Survey of Journalism & Mass Communication Graduates 13. Employment Status of MA Recipients 100 Full-time work Part-time work Continuing school Unemployed 80 1992 1993 1994 1995 Percent 60 40 20 0 1989 1990 1991 Source: Annual Survey of Journalism & Mass Communication Graduates 1996 1997 14. Status of Jobs of BA Recipients: Percent in Permanent Positions 100 80 Percent Full-time Job Holders Part-time Job Holders 60 40 20 0 1994 1995 Source: Annual Survey of Journalism & Mass Communication Graduates 1996 1997 15. Unemployment Rates of Journalism BA Recipients Compared to National Data Unemployment Office 20 US Labor Force US Labor Force: 20-24 yrs. old J-Grads 15 Percent 10 5 1988 1989 1994 1995 0 1986 1987 1990 1991 1992 1993 1996 Source: Annual Survey of Journalism & Mass Communication Graduates; US Bureau of Labor Statistics 1997 16. Employment Status of BA Recipients -- News-Editorial 100 Full-time work Part-time work Continuing school Unemployed 80 Percent 60 1995 1996 1997 1994 40 20 1988 1989 1990 1991 1992 1993 0 Source: Annual Survey of Journalism & Mass Communication Graduates 17. Employment Status of BA Recipients -- Broadcasting 100 80 Full-time work Part-time work Continuing school Unemployed Action News 1991 1992 Percent 60 40 20 0 1988 1989 1990 1994 1995 1996 1997 1993 Source: Annual Survey of Journalism & Mass Communication Graduates 18. Employment Status of BA Recipients -- Advertising 100 Full-time work Part-time work Continuing school Unemployed 80 1994 1995 1996 1997 Percent 60 We Are Advertising 40 20 0 1988 1989 1990 1991 1992 1993 Source: Annual Survey of Journalism & Mass Communication Graduates 19. Employment Status of BA Recipients -- Public Relations 100 Full-time work Part-time work Continuing school Unemployed 80 Percent 60 1994 1995 1996 1997 1993 Public Relations Plus 40 20 0 1988 1989 1990 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 20. Overview of BA Recipients' Work Situations 100 Communication work Non-communication work Continuing school Unemployed 80 Percent 60 1995 1996 1997 40 20 1987 1988 1989 1990 1991 1992 1993 1994 0 Source: Annual Survey of Journalism & Mass Communication Graduates 21. BA Recipients Who Are Writing/Reporting 20 Writing/reporting Editing/page layout Combination Technical writing Percent 15 10 5 0 1988 1990 1991 1992 1993 1994 1995 1996 1997 1989 Source: Annual Survey of Journalism & Mass Communication Graduates 22. BA Recipients Who Are Producing/Selling Ads 20 Producing ads Selling/placing ads Percent 15 10 5 0 1988 1989 1990 1991 1992 1993 Source: Annual Survey of Journalism & Mass Communication Graduates 1994 1995 1996 1997 23. BA Recipients Doing Corporate Marketing/Communication 20 Promotion/marketing Corp. communication Percent 15 10 5 0 1989 1990 1991 1992 1993 Source: Annual Survey of Journalism & Mass Communication Graduates 1994 1995 1996 1997 24. BA Recipients Working for Newspapers 20 Daily Weekly Wire Percent 15 10 5 0 1988 1989 1990 1991 1992 1993 1994 Source: Annual Survey of Journalism & Mass Communication Graduates 1995 1996 1997 25. BA Recipients Working for Television & Radio 20 Radio Television Cable TV6 News 15 Percent Talk WRAD 10 5 0 1988 1989 1995 1996 1997 1990 1991 1992 1993 1994 Source: Annual Survey of Journalism & Mass Communication Graduates 26. BA Recipients Working in PR & Advertising 20 PR Agency Ad Agency PR Department Ad Department Percent 15 10 5 0 1988 1989 1990 1991 1992 1993 1994 Source: Annual Survey of Journalism & Mass Communication Graduates 1995 1996 1997 27. BA Recipients Working for Magazines, Newsletters/Trade Press, Book Publishers, WWW 20 Magazines Newsletters/Trade press Books WWW Percent 15 10 5 0 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 Source: Annual Survey of Journalism & Mass Communication Graduates 28. Employers of BA Recipients -- News-Editorial Emphasis 100 Newspaper, wire Percent 80 60 40 1995 1996 20 0 1987 1988 1989 1990 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 1993 1994 1997 29. Employers of BA Recipients -- Broadcasting 100 Broadcasting Action News 80 Percent 60 40 20 0 1987 1988 1989 1990 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 1993 1994 1995 1996 1997 30. Employers of BA Recipients -- Advertising 100 Advertising We Are Advertising 80 Percent 60 40 20 0 1987 1988 1989 1990 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 1996 1997 1993 1994 1995 31. Employers of BA Recipients -- Public Relations 100 Public relations 80 Public Relations Plus Percent 60 40 20 0 1987 1988 1989 1990 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 1993 1994 1995 1996 1997 32. Employment Status of Minority and Non-Minority 1997 BA Recipients 100 Full Time Part Time Unemployed 80.7 80 Percent 70.5 60 40 20 13.4 16.1 11.3 8 0 Minority Source: Annual Survey of Journalism & Mass Communication Graduates Non-Minority 33. Job Seeking of Minority and Non-Minority 1997 BA Degree Recipients 24.2 Daily 19.9 9.8 11 Weekly 18 Radio 13.1 34.3 TV 23.4 13.8 Cable 10.6 21.7 PR Agency 25.3 25.7 25 Ad Agency 22.9 PR Department 26.7 13.5 14.3 Ad Department 0 10 20 30 Percent Source: Annual Survey of Journalism & Mass Communication Graduates Minority Non-Minority 40 50 34. Employment Status of Minority and Non-Minority 1997 BA Degree Recipients Who Sought Work with Daily Newspapers 100 Full Time Part Time Unemployed Th Da e ily 80 83.7 Percent 66.2 60 40 20 18.9 14.9 9.9 6.4 0 Minority Source: Annual Survey of Journalism & Mass Communication Graduates Non-Minority 35. Items Used by Current Communication Employer in Hiring in 1996 42.2 45.1 Clips, tapes, portfolios 1996 1997 19.1 18.7 Writing tests o Dem 11.7 12 Grammar tests 4.4 4.5 Current events tests 25.4 26.1 References from professors 55.3 57 References from others 25.7 Grades in college 30 ref ere nc e 12.5 10.6 Transcripts of college course work 19 Parti. in campus chapters of pro. org. 22 23 On-the-job tryouts 21 0 10 20 30 40 Percent Source: Annual Survey of Journalism & Mass Communication Graduates 50 60 70 36. Union Membership BA Recipients Yes 3.7% No 96.3% Source: Annual Survey of Journalism & Mass Communication Graduates 37. Overall Nominal Salaries and Adjustments for Inflation $30.0 UG Nominal Salary UG Salary in 1985 Dollars Grad Nominal Salary Grad Salary in 1985 Dollars $25.0 Thousands $20.0 $15.0 1988 1989 1991 1992 1993 1994 1995 1996 $10.0 $5.0 $0.0 1986 1987 1990 Source: Annual Survey of Journalism & Mass Communication Graduates 1997 38. Daily Newspaper Nominal Salaries and Adjustments for Inflation $25.0 Nominal Salary In 1985 Dollars Thousands $20.0 $15.0 1989 1990 1996 1997 1994 1995 Th D e ai ly $10.0 $5.0 $0.0 1986 1987 1988 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 1993 39. Weekly Newspaper Nominal Salaries and Adjustments for Inflation $25.0 Nominal Salary In 1985 Dollars $15.0 $10.0 1991 1992 1993 1994 The ekly We Thousands $20.0 $5.0 $0.0 1987 1988 1989 1990 Source: Annual Survey of Journalism & Mass Communication Graduates 1995 1996 1997 40. Radio Nominal Salaries and Adjustments for Inflation $25.0 Nominal Salary In 1985 Dollars $20.0 Thousands $15.0 $10.0 1994 1995 1996 Talk WRAD $5.0 $0.0 1987 1988 1989 1990 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 1993 1997 41. TV Nominal Salaries and Adjustments for Inflation $25.0 Nominal Salary In 1985 Dollars Thousands $20.0 $15.0 $10.0 TV6 News 1992 1993 1994 $5.0 $0.0 1987 1988 1989 1990 1991 Source: Annual Survey of Journalism & Mass Communication Graduates 1995 1996 1997 42. Advertising Nominal Salaries and Adjustments for Inflation $25.0 Nominal Salary In 1985 Dollars Thousands $20.0 $15.0 1991 1992 1993 1994 1995 1996 1997 We Are Advertising $10.0 $5.0 $0.0 1986 1987 1988 1989 1990 Source: Annual Survey of Journalism & Mass Communication Graduates 43. PR Nominal Salaries and Adjustments for Inflation $25.0 Nominal Salary In 1985 Dollars $20.0 Thousands $15.0 1993 1994 1995 1996 1997 Public Relations Plus $10.0 $5.0 $0.0 1986 1987 1988 1989 1990 1991 1992 Source: Annual Survey of Journalism & Mass Communication Graduates 44. Median Weekly Salaries for 1997 BA Recipients with Full-Time Jobs All $442 Dailies Weeklies $404 $378 Radio Television Cable Television Advertising Public Relations Consumer Magazines Newsletters, Trade Publications WWW Source: Annual Survey of Journalism & Mass Communication Graduates $385 $360 $404 $423 $444 $423 $446 $525 45. Union Membership BA Recipients Median Annual Salary Full-Time Hires: $23,000 Yes 3.7% No 96.3% Source: Annual Survey of Journalism & Mass Communication Graduates Median Annual Salary Full-Time Hires: $26,000 46. Benefits Available to BA Recipients with Full-Time Jobs Basic Med. 1992 1993 1994 1995 1996 1997 29.5 45.4 29.7 46.3 33.1 44.3 30.6 48.4 33.4 46.6 36.6 Major Med. 1992 1993 1994 1995 1996 1997 45.9 25.1 47.5 25.2 49.1 27.4 46.7 24.8 51.5 25.8 52.4 28.2 Disability 1992 1993 1994 1995 1996 1997 52 19.1 33.1 22.3 32.1 22 33.9 21.5 34.9 22 22.7 0 Employer Pays All Employer Pays Part 37.6 38.1 20 40 60 Percent Source: Annual Survey of Journalism & Mass Communication Graduates 80 100 47. Benefits Available to BA Recipients with Full-Time Jobs Prescription 1992 45.3 13 1993 48.5 12.9 1994 48.6 15.8 1995 54.7 14.6 1996 16.4 1997 16.5 Dental 1992 55.9 59.3 37.6 17.9 1993 39.3 19.2 1994 37.1 23.1 1995 21.4 42.6 1996 21.5 44 1997 25.8 Life Insur. 1992 25.8 43.9 29.7 1993 28.4 29.2 1994 28.2 28.7 1995 32.6 26.4 1996 1997 33 29.9 0 Employer Pays All Employer Pays Part 32.7 28.5 20 40 60 Percent Source: Annual Survey of Journalism & Mass Communication Graduates 80 100 48. Benefits Available to BA Recipients with Full-Time Jobs Mat./Paternity 1992 23.9 23.3 1993 1994 28.7 1995 28.7 1996 30 1997 Child Care 1992 29.6 31.1 35.1 31.8 34.5 2 9.6 1993 4.2 12.8 1994 4.4 11.9 1995 3.4 15.8 1996 4.5 15.5 1997 4.4 15.8 Retirement 1992 36.1 16.2 1993 39.8 14.3 1994 16.3 40 1995 15.8 42.4 1996 15.3 1997 16 0 Employer Pays All Employer Pays Some 29.6 24.8 47.3 48.4 20 40 60 Percent Source: Annual Survey of Journalism & Mass Communication Graduates 80 100 49. Job Expenses Not Paid by Employer for BA Recipients with Full-Time Jobs 100 Percent 80 60 40 24.3 24.2 25 24.8 25 19.5 20 13.2 12 10.7 11.1 11.7 10 5 4.2 4.1 3.7 4.4 3.3 0 1992 1993 1994 1995 1996 1997 Must Use Own Car for Work 1992 1993 1994 1995 1996 1997 Routine Business Expenses Source: Annual Survey of Journalism & Mass Communication Graduates 1992 1993 1994 1995 1996 1997 Working More Than 40 Hours/Week 50. Employed BA Recipients Reasons for Selecting Jobs: Percent Very Important 100 80 1993 (N=1787) 1994 (N=1682) 1995 (N=1748) 1996 (N=1675) 1997 (N=1768) Percent 60 40 20 0 Available What Want to Do Salary Source: Annual Survey of Journalism & Mass Communication Graduates Benefits Location Flexible 51. Job Satisfaction of Employed Bachelor's Degree Recipients: Percent Very Satisfied 100 Full Time Work Part Time Work 80 Percent 60 40 1995 1996 1997 20 0 1987 1988 1989 1990 1991 1992 1993 Source: Annual Survey of Journalism & Mass Communication Graduates 1994 52. BA Degree Recipients Selecting Major before Entering College 100 Percent 80 60 50.4 51.5 52.3 51.4 1991 1992 1993 56.6 55.6 51.8 1994 1995 1996 55.6 40 20 0 1990 Source: Annual Survey of Journalism & Mass Communication Graduates 1997 53. BA Degree Recipients Who Would Choose Major Again 100 87.5 Percent 80 79.9 75.6 75.7 73.3 71.2 72.7 1989 1990 1991 1992 1995 77.4 76 60 40 20 0 1987 1988 Source: Annual Survey of Journalism & Mass Communication Graduates 1996 1997 54. Orientation to Work as Described by BA Degree Recipients: What They Said Employers Provided 81.8 Realistic view of job demands 15.6 Yes Don't Know 2.6 No 83.5 Explanation of expectations 13.6 3 69.9 On-the-job supervision 24.6 5.5 52.7 Orientation Session 44.2 3 68.8 Assistance in meeting job demands 25.4 5.8 0 20 40 60 Percent Source: Annual Survey of Journalism & Mass Communication Graduates 80 100 55. Attitudes Toward Work of BA Degree Recipients: Reactions to Statements 63.7 Job Meets Expectations Agree Neutral, DK Disagree 21.2 15.1 74.2 Had Realist View of Requirements 16.9 8.9 24.6 Want to Remain with Employer 33.3 42 31.2 34.6 34.3 Want to Remain in Occupation 5.8 Expect to Retire with Company 24.7 69.5 20.8 Expect to Retire in Occupation 35.9 43.3 0 20 40 60 Percent Source: Annual Survey of Journalism & Mass Communication Graduates 80 100 56. Overview and Summary I The job market for journalism and mass communication graduates has continued to improve. The percentage of bachelor's and master's degree recipients reporting they had a job offer upon graduation increased over a year earlier. The percentage of graduates reporting they had a full-time job six to eight months after graduation was greater than a year earlier. The level of full-time employment for bachelor's degree recipients was higher than it has been since at least 1986. The level of full-time employment for master's degree recipients was higher than it has been since data on these graduates were first gathered in 1989. Both full-time and part-time job holders were more likely to report that their jobs were permanent as opposed to temporary positions than has been true in recent years. The unemployment rate stands at its lowest level since at least 1986 and is following the national pattern of declining unemployment in the labor force and among age cohorts of the 1997 graduates. Despite the improved job market experienced by 1997 journalism and mass communication graduates, those graduates traditionally labeled as racial and ethnic minorities continue to lag behind other graduates in terms of full-time employment. Minority graduates generally seek the same types of communication jobs as do other students and are even seem a bit more likely to seek jobs with traditional journalism employers, such as at daily newspapers and with radio and television stations. 57. Overview and Summary II The improved labor market experienced by the 1997 graduates also was reflected in salary. The median salary earned by 1997 bachelor's degree recipients with full-time jobs was $1,500 per year higher than the median salary earned by 1996 bachelor's degree recipients. The salary gain by 1997 graduates overcame the slight loss to inflation and brought salaries for these graduates nearly up to the peak level of salary compensation in recent years in 1989. The median salary received by master's degree recipients was just slightly lower than a year earlier but still more than $5,000 more per year than received by bachelor's degree recipients. Nearly all segments of the journalism and mass communication employment market showed improvements in salaries. Exceptions were in advertising and public relations, which were already high in salaries offered graduates. The best salaries were received by graduates taking jobs in the magazine, newsletter, trade publication areas and in online and web publishing. The salary earned by bachelor's degree recipients taking jobs in online and web publishing was more than $4,000 per year higher than the median salary of graduates overall. Graduates in 1997 reported receiving better benefits packages than graduates at any time since at least 1992. 58. Overview and Summary III Only a small percentage of graduates with jobs reported that they were members of labor unions, but their salaries were higher than were those of other graduates. The mood of the 1997 graduates seems to be good. The percentage saying they selected the job taken because it is "what they wanted to do" is higher than it has been since at least 1993. Job satisfaction among full-time employees is high. Three out of four of all graduates said they would select journalism and mass communications again as a major if they were making the decision again. The graduates also expressed satisfaction with specifics about their jobs. Eight in 10 said they had been given a realistic view of job demands. A similar ratio said they had been adequately advised about job expectations. Just fewer than seven in 10 said they had been given assistance in meeting job demands. Six in 10 said the job has met their expectations. Despite these positive feelings, graduates have little commitment to their employers or their occupations. Only one in four wants to remain with their employer permanently. Only three of 10 want to remain in the journalism and mass communication occupation permanently. 59. Overview and Summary IV Journalism and mass communication bachelor's degree recipients continue to classify themselves as primarily interested in the four big areas of specialization, news-editorial (print) journalism, broadcasting (telecommunications), advertising and public relations. This contrasts with the official classification of students by specialization from the Annual Survey of Journalism & Mass Communication Enrollments, which shows students increasingly being classified outside these four areas. The 1997 bachelor's degree recipients reported lower final grade point averages than did graduates a year earlier, yet still about three in 10 report ending with a final grade point average of A. Bachelor's degree recipients once again in 1997 report higher ACT and SAT scores than were reported nationally for students taking those tests when the 1997 graduates took them. Just under one in 10 of the 1997 journalism and mass communication bachelor's degree recipients reported looking for a job with an online or web publisher. About twice that rate looked for work at daily newspapers, and a quarter looked for work with television, public relations agencies, and advertising agencies.
