"The development of newspapers in Dallas can be classified into certain definite dates: 1849-1865---the founding of the first newspaper to the Reconstruction period following the Civil War; 1865-1885--the postwar period and the expansion of newspapers; 1885-1906--the development of the present newspapers, the Dallas Morning News and the Dallas Times Herald, and others; 1906-1942--the advent of sensational journalism and the emergence of the newspaper as big business; and 1942 to the present--a decade of unprecedented growth and entrenchment."--leaf iv.

Most newspapers today are struggling to survive in an increasingly fragmented and digital media environment. How have their owners or corporate parents shaped or adapted their business practices to in order to thrive? This question guides the overall approach to this study. The focus is on one newspaper, the Dallas Morning News. In particular, how has the News used corporate messages to respond to the changing media landscape? This study employs forms of rhetorical and discourse analysis to determine the effectiveness of the News' corporate messages during a 10-year period in order to answer this question. This study finds that the News used inconsistent and ineffective corporate communications throughout this tumultuous period.