Leo W. Jeffres is a Professor Emeritus of Communication at Cleveland State University. His research interests include audience analysis, communication technologies, media effects, and urban communication. He has authored four books, including Mass Media Processes, Mass Media Effects, and Urban Communication Systems: Neighborhoods and the Search for Community. He has authored dozens of refereed journal articles, book chapters, and papers over the past 45 years. He was a Fulbright scholar and Peace Corps Volunteer. David J. Atkin is a Professor of Communication at the University of Connecticut. His research interests include the diffusion of emerging media and program formats, political communication, and media policy. He has coauthored several books, including The Televiewing Audience (both editions), Communication Technology and Society, and Communication Technology & Society. The author of more than 175 articles, Atkin is Associate Editor at JMCQ and does grant-supported work on adoption and uses of digital media. Kimberly A. Neuendorf is a Professor Emeritus of Communication at Cleveland State University. The second edition of her methods textbook, The Content Analysis Guidebook, was published in 2017. Her research has examined both the content and the effects of media, with emphases on marginalized populations and new technologies. She is an author of over 100 articles and chapters. Neuendorf has been engaged as an expert witness on the methods of content analysis in multiple litigation actions.