MARGARET DUFFY teaches courses in strategic communication, research methods and media management and chairs the Strategic Communication Faculty at the Missouri School of Journalism. She also directs the School’s online masters program. Her new book, co-authored with Esther Thorson, is Advertising Age: The Principles of Advertising and Marketing Communication at Work. It offers students and professionals insights into research-based strategies with highlights from Advertising Age.

She is CEO of Mojo Ad, a student-staffed advertising agency specializing in the Youth and Young Adult market (YAYA) serving national clients such as AOL, Redbox, Hallmark, and U.S. Bank. She is also CEO of AdZou, a student-staffed agency serving national, regional, and not-for-profit clients.

Her research focuses on new and interactive media, especially with regard to advertising and the news. Her recent research involves pass-along political emails, and perceptions of advertising ethics. Duffy is the co-developer of the Media Choice Model that identifies how and why consumers choose different media for in accessing news and entertainment.

Duffy is a founding board member of the Institute for Advertising Ethics in partnership with the American Advertising Federation, the Reynolds Journalism Institute, and the Missouri School of Journalism.

Duffy has extensive professional experience and was an executive for GTE (Verizon) in marketing, advertising and public relations. In 1995 Duffy earned her Ph.D. in mass communication with an emphasis in organizational behavior from the University of Iowa. She consults frequently with clients as diverse as the U.S. Army and the Estee Lauder Corporation. In 2008/2009, she was selected as a member of the first group of Reynolds Journalism Institute Fellows. She has presented research and conducted training with agencies and news groups in the U.S., China, the U.K., Thailand, Australia, and South Africa.

Selected Publications

Journal Articles

• S. Lacy, M. Duffy, D. Riffe, E. Thorson, and K. Fleming. “The Substitutability between Citizen Journalism and Daily Newspaper Sites.” Newspaper Research Journal. (2010).
• S. Lacy, D. Riffe, E. Thorson and M. Duffy. “Examining the Features, Policies, and Resources of Citizen Journalism: Citizen News Sites and Blogs.” Web Journal of Mass Communication Research, June. (2009).

Refereed Paper Presentations

• Margaret Duffy, Esther Thorson and Fred Vultee. “Advocating Advocacy: Acknowledging and Teaching Journalism As Persuasion.” AEJMC annual conference, Boston, Aug. 5-8, 2009.
• M. Duffy, E. Thorson and M. Jahng. (2010). “Comparing Legacy News Sites with Citizen News and Blog.” International Communication Association conference, Singapore, June 22-26, 2010.
• M. Duffy and J. Page. “Does Political Satire Matter? You Betcha! A Dramatistic Analysis of the 2008 Vice Presidential Debates and Comedy TV.” National Communication Association, Chicago, Nov. 12-15, 2009.