Books about journalism

Mediabistro.com asked professional media watchers to name the most useful book they've read about the media. The answers would fill a shelf with excellent books.
Here are the commentators who picked the books I want to read next:

Keith Kelly
Media Reporter, The New York Post
I don't think it sold like a rocket, but I thought Hard News, Seth Mnookin's book on all the problems at the New York Times involving Jayson Blair scandal and the eventual ouster of executive Howell Raines, was terrific. He took a story that had been covered to death, gave it a new perspective and unearthed lots of new material.

And in what I consider a unique twist, in the paperback version, he also printed a long line of corrections. Now what author has the integrity to do that?
...
Jack Shafer
Media Critic, Slate
I never travel far without a copy of W. Russell Neuman's The Future of the Mass Audience in hand. Published in 1991, well before the web arrived, it accurately predicted that evolving media technology would fragment the mass audience before economics and entrepreneurs conspired to reaggregate it. It was Neuman who first alerted me to the fact that the digitization of media meant that for the first time all media would speak a common language and that the cartels and monopolies dominating radio, TV, newspapers, motion pictures, recordings, etc. would finally be forced to compete with one another.

Read the whole article here.
Some of the commentators picked more than one book, and I will, too. My first most useful book is We the Media by Dan Gillmor. The former tech columnist for the San Jose Mercury News rights about how interactivity and the Web will open up journalism, making it a virtual conversation between the reporters, the sources and the readers. (I've blogged about this book before here.)
My other pick is "Make No Law: The Sullivan Case and the First Amendment," by Anthony Lewis. (Read a review from Columbia Journalism Review here). The book is about The New York Times vs. Sullivan, a landmark Supreme Court case that established important standards regarding freedom of the press and libel. Lewis was covering the court at the time of the case, so the book has a wonderful you-are-there quality.