Draft:Stuart H. Schwartz

Stuart Howard Schwartz (born August 31, 1950) is a retired associate dean and professor of digital and strategic communication studies at Liberty University who advocated the use of media research in newsrooms in the 1980s. Schwartz specialized in advertising, direct, and interactive marketing. His background includes a 25-year career as a senior executive with media and retail organizations. He has been featured in numerous media outlets, including The Wall Street Journal the Public Broadcasting System (PBS), Washington Journalism Review, and various websites.

Schwartz is the author of a textbook, ''The Savvy Social Media Guide.  He also authored Be Still and Know: Psalm 46 and the Stinkin’ Stuff of Life, which describes his wife Sharon's final days with Amyotrophic Lateral Sclerosis (ALS, also known as Lou Gehrig's Disease).''

Schwartz holds a doctorate in communication from Temple University in Philadelphia.

Career and Impact on News Industry
As a circulation and marketing consultant in the early 1980s, Stuart Schwartz asserted that declining newspaper circulation numbers could be reversed by changing the traditional approach to reporting news to one that was research-based approach instead, by analyzing the psychographics of their readership and then applying the results to change the newspaper's focus to appeal to readers' interest.

Schwartz's reader-focused approach earned him the moniker "The Newspaper Doctor" from the Wall Street Journal. At the same time, he met opposition from who argued that this approach was sensationalist, and Schwartz was booed giving a speech at the American Press Institute in 1982. A Boston Globe opinion writer accused him of turning "respectable paper[s]" into "bogus Rupert Murdoch broadsheet[s]."

Among the newspapers that implemented Schwartz’s suggestions were The Quad City Times of Davenport, Iowa and The Lake County Telegraph in Painesville, Ohio. Vernon Henry, executive editor of the Telegraph at that time, reported a 35% increase in circulation after working with Schwartz to adapt the new practices. Responding to criticism from more traditional journalists who argued that Schwartz's approach was merely "hype," Henry reported that the increased circulation was accomplished through research and featured balanced reporting without lowering journalistic standards. .

Schwartz joined designer footwear retailer Steve Madden, Ltd. as vice president of business development in 1999 and was appointed president of Madden Direct in 2000.

Books

 * Schwartz, S. H. (2023). Be Still and Know: Psalm 46 and the Stinkin’ Stuff of Life. Wipf and Stock Publishers.


 * Schwartz, S. H. (2013). The Savvy Social Media Guide: Improve Your Social Media Skills. Liberty University Press.

Selected Academic Works

 * Graham, B. P., & Schwartz, S. H. (1983). Try the Case Approach in the Features Course. Journalism Educator, 38(1), 45–48.
 * Schwartz, S. H. (1978). The Development and Application of a “Cognitive Map” to the Daily Newspaper Newsroom. The Development and Application of a "Cognitive Map" to the Daily Newspaper Newsroom.
 * Schwartz, S. H. (1980). A general psychographic analysis of newspaper use and life style. Journalism Quarterly, 57(3), 392-431.. A General Psychographic Analysis of Newspaper Use and Life Style
 * Schwartz, S. H. (1981). How to Publish a Better Newspaper. Editor & Publisher, 115, 5. https://archive.org/details/sim_editor-publisher_1981-12-05_114_49/page/5/mode/1up
 * Schwartz, S. H. (1978). Inner-directed and other-directed values of professional journalists. Journalism Quarterly, 55(4), 721-754.
 * Schwartz, S. H., & Others, A. (1979). Life Style and the Daily Paper: A Psychographic Profile of Midwestern Readers. Newspaper Research Journal, 1(1), 9–18. Life Style and the Daily Paper: A Psychographic Profile of Midwestern Readers
 * Schwartz, S. H. (1981). Media Management Course Takes Marketing Approach. The Journalism Educator, 36(1), 30–33. Media Management Course Takes Marketing Approach.
 * Schwartz, S. H. (1978). A Q-Study of the Value Structures and Professionalism of 35 Reporters, Editors, and Photographers from Five Daily Newspapers in New York, Connecticut, and Massachusetts. [Ph.D., Temple University]. https://www.proquest.com/docview/302882389/citation/D07ADE802C90495APQ/6.
 * Schwartz, S. H. (1978). Reflections on a Q dissertation and its opposition. Operant Subjectivity, 1(3), 78–94.
 * Schwartz, S. H. (1976). Tomorrow’s Journalists: Control by Purposive Selection. Journalism Quarterly, 53(3), 538–540. Tomorrow's Journalists: Control by Purposive Selection.
 * Schwartz, S. (2015). Transformational Content and Relationships: Research, analytical tools, and big data in shaping the news user experience (UX). In Contemporary Research Methods and Data Analytics in the News Industry (pp. 257–277). Scopus. https://doi.org/10.4018/978-1-4666-8580-2.ch014.
 * Schwartz, S. (2019). Transformational content and relationships: Research, analytical tools, and big data in shaping the News User Experience (UX). In Scholarly Ethics and Publishing: Breakthroughs in Research and Practice (pp. 791–809). Scopus. https://doi.org/10.4018/978-1-5225-8057-7.ch039.
 * Schwartz, Stuart H., and Thomas H. Krekel. "A Case Study of the Relationship between Daily Newspaper Carrier Turnover and Office Subscription Payment." Newspaper Research Journal 1, no. 4 (1980): 25-29.
 * Schwartz, S. H., & Moore, R. L. (1979). Newspaper Research on the Rocks: An Argument for the Use of Q Methodology in Readership Studies. Operant Subjectivity, 2(4), 124–134.