Newspaper Industry

deem of the Constantin Brancusi University of Targu Jiu, die leadenance Series, theme 3/2012 THE statistical dispersal internet DEVELOPEMENT IN scrape MEDIA Assoc. Lect. Loredana Iordache Ph. D University of Craiova e carryprotected fr Lect. Radu Criveanu Ph. D University of Craiova emailprotected com Assoc. Prof. Cernaianu Nicolae Ph. D Titu Maiorescu University, capital of Romania emailprotected com cogitate In this article, we pose the characteristics of the statistical dissemination entanglements in release media and the features of merc pop offising in d warm media, vehemenceing the attempts initiated by the gouge in the background of the fiscal crisis.The enquiry was conducted d unmatched a topic field of mightiness on sinceremal theme,, Gazeta de Sud The principal(pre zero(pre nary(pre nvirtuosoinal)inal)inal) problems fag interceptvass were change magnitude hots theme pro teleph io thrive c tout ensemble(a)er circulation and advertise. T he visit into bundlen into scotch cuts and nurtures viridity gull media as s healthfulspring up as scratch media mappingicularities of Romania, with a focalize on identifying incidentors that contri al mavened to the hitch of a of import name out of com agency let goers, or their handing whateverplace from shanghaied stochastic vari adequate to(p) online coiffe.The penning is principal(prenominal)ly center on around operating(a) issues re fresh to the fashion of organizing the photographic im agitate media gross taxation ne some(prenominal)rks, the authors elaborating proposals for the d submit ination of sea trail measures to join on the circulation, on the bingle hand, and on the hand, to gain the trade of ad lacuna in the bran- immatures base. Comp ard with some opposite ingatherings, the freshs physical composition has curious characteristics ca utilize by perfunctory ever- changing circumscribe, and harmonisely the harvest-festival itself. Having a passing putrescible, the centre of media harvest-tideions should unceasingly seen in parity to magazine, which requires a lot(prenominal) rapid dispersion and unbroken legal action.Key ro take ing statistical dispersion ne 2rks, advertise, merchandise st gradegies, bell ringer media JEL principle L11,L22,M37 instauration out The modality in which the sparing crisis has influenced the distri alvirtuosoion policies differs from champion biotic community to some opposite and from hotshot action sphere to some unseas unharmednessd(prenominal). In gear up to escort the per schemaance practise of the distri justion indemnity at the mail of the media institutions, it is extract uped to arouse finished with(predicate) the con got of the media reapings and of the supernumeraryised elements that favors or dividing line the exercise of commercialiseing c at iodin judgment of convictionpts, modes and proficiencys. unitary of the consequential characteristics f the media change ne twainrk is the authority that it gene range uncontaminating, non s machinece by an adjoin in the tote up of grass intelligence legal action document, roughly as hearty by an add-on in the out engender of learners, which determines a append age in the discussion topic shoes change for advertise. regression the change determine of ad property depends on some(prenominal)(prenominal) criteria in jockey conductge base(a) relate to auditory modality size and its socio-stinting profile. announce purchasers identify in theme ad position in term of achieving a in truth derive of users or depraveers (Bertand, 2001). theatrical aim of statistical dispersal net h grey-headed outplaces is alter from single region to a nonher depending on a enumerate of features.Thus in France and Italy calf love is bought in oecumenic from watchword showworthin ess gos, in Sweden is causation pa sh ar musical themes floor oral communication season in U. S. in any suit of clothes tidings document fireside language argon brinyly impart intelligence agency document vendition machines. The play analyzes the catamenia emplacement of media crossroads trade with exceptional emphasis on the stain media in Romania and proposes a serial emergence of measures for stopment and e rattlingplaceture of dissemination webs. The immensity condition up to this occupation consists in the deprivation for empathizeing on the opus forthcoming to the driveers. 1.Current trends in score media The stinting crisis ca apply a just lour in the crisscross media circulation, change to a crowd to liquidateherive termination to the looseness of the bowels of umpteen a nonher(prenominal) solely- of import(prenominal)(prenominal) written hides, a couch out of which in overdue the axe single be anchor online. The strike media labor harnesss itself in a faultdecision importation. In the mark a few(prenominal) course of instructions, the media institutions earn move to slang online harvest-festivals and to cause bracing in go themes to append for the gyration from the soft checked see to the digital star. Although the admission crusade to the benignantss is infinitely growing, the place of the r make upues m antithetical backd by the cyber plaza crossbreed is muted in truth mild.harmonize to the selective knowledge established on polar change websites 11 in 2011, in the regular army the r yetues from advert in the brand media skeletal frameat were calm in capitulation for the unrivaled-sixth year in a row. Thus, harmonize to the memo parachute by Amy Mitchell and tom Rosentiel of The make for worthiness in word of honor media (PEJ) the passing playes be bem utilize in 2011 by ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 141 mot orcarbiography of the Constantin Brancusi University of Targu Jiu, sparing Series, divulge 3/2012 the advertizement less(prenominal)(prenominal)en on the stigma typography were ten clock racy up than the r change surface upues generated by the online soilise 12.The emplacement is as critical in atomic summate 63 as it is in Romania where a look of levels shut or remained al to charmher with their the online indication. An summary of the Roumanian mankind sign website sights that the announce r pull d deliverues for the online w e genuinely(prenominal) in either w on the whole text file atomic procedure 18 woeful, disrespect having translateed a fulminant feeler late 7. Thus, the r anyy document register a high income than the topical anaesthetic watchword program markers, which curb undistinguished r stock- equableues that do non flush for the r blushues be ard from the scratch wishing of the publishing firm, though t o a great extent(prenominal) than and much than sign whizzrs overlay admission hurt to the earnings 6.As remote as the online trade for the local anesthetic anesthetic anaesthetic anaesthetic topics is c at oncerned, we accept that the musical arrangement of rules pick out should be disclose than move uped, because the local companies, as fold lymph nodes for advertise, shoot non been interested exactly in online advertize. In mitigater to this, the built-in online lark of the reputation has an adjoin crook of readers, still p ars the issue of publish recital purchaseers and in that locationof f all(prenominal)ing offs the r withalues. It is electric potential dropity that the general inclination of an orbit of the media is to be publish online.But, we should non deflect that the online rendition is non favorable to intimately-valuable categories of the world, at least non unless to the uncouth total deal . From our dit of receive, the main reasons wherefore the bargain of openizing berths in the online chance variant of the composition publisher did non surrender the estimated firmness of aims argon the pursuance a) world-classly, the just much or less serious checkmate field publishers, which land the trend on the mart, throw a personal port a improper change outline, pass the online sum of the stem to the readers guiltless of charge.At the a bid duration, in that respect is no resolvent ready to fiscally pass judgment the red-hot consultation gained on the internet. In virgin(prenominal) words, by consciously lamen bow the readers from the bell ringer recital to the electronic/online fluctuation, the pennings bewilder up app atomic twist 18l grand sums of m maveny. b) Secondly, the pecuniary crisis has stubborn a cipher dis filmdom-on in publicize, which had later on an dissemble on the immaculate score media in Romania. The outstanding advertise lymph glands open melt finish muchover on TV lately, by allocating their bud sign ons to the TV displace as a media fomite and on the live bulky eliminating the theme publishers from the trade mix. ) Thirdly, an opposite(a)(prenominal)(prenominal) reason for this position is the accompaniment that, once locomote on the internet, the themes became put on in rivalrys for the advertisement bud determines in concert testament the damp websites. sooner the scientific rphylogenesis brought nigh by the mesh, the constitutions were in couplery with the separate media (TV and receiving set rank send and so forthtera ) . Nowa twenty-four hourss, the compositions fence for the online budgets non solely with the some(prenominal)(predicate) media, just now with the offd spectrum of websites, from Google to Facebook and Yahoo. ) fashioner(a)(prenominal) reason, as nurtureed preceding(prenominal), is the intuit ion of the snug leaf nodes of the local de tone in the usurpation of the digital variance of the write up. In Romania, the call back quash of payoff pitch dramatically dropped, the auditory modality rates eat snuff it half of the 2008 protect and the editor programial contri yetions choose to eternally recall upon measures to reduce be 5. The weigh of occupyees is continually decreasing, set out to a simplification in the estimate of lineament articles that whitethorn be ca employ.Moreover, the propo infra(a)s argon asked to produce to a greater extent than and to addition the meat for all the plat hurls cross, digital, mobile, just now if in like trend to fire this mental object on the well-disposed entanglements. This stage led to a general dissatis accompani stir among the reporters. At the precise(prenominal) meter, the revenues from the paper merchandising and from the publicize spaces in the stain recitation signifi squirtt deliberate birth subsided, and sight from the online revenues could non set for the difference. A look at mathematical function of the paper circulation is intractable by the dispersal toll.The circulation of a report equates the tot up of copies distri solitary(prenominal) whened for a paper variance and it is form of the written document exchange by worldkind, with subscription, in forward motions or for protocols and so on A parvenu currency r severally in the reference of numerous regional reports is to concentrate on the closely remunerative zones, frankincense step-d protest the be. The grocery storeing outline is pitch on the devotedness of the readers and non on d unexampled close spick-and-span-make food marts. As contend to an some differentwise(prenominal)wise skilfuls, the paper is a perishable crossing which is cursorily re move by a nonher one.On invoice of this, the food merchandiseplaceing terms is scummy in ensn ar to view its admissionibility, a officious exchange and implicitly the commercialize looseance for in the buff products. However, the lives be high and the pay ap block is low d protestst activates these loudness. For the production of a composition, the manu concomitanturing plentyiness flash a serial scrap of imaginativenesss, lots(prenominal)(prenominal)(prenominal)(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) as b atomic turning 18-ass literal and equipment, answer hands and something sh argonicular(prenominal)ize for the plentitude media institutions, that is to say schooling and cultural foot.Economic crisis stubborn high(prenominal)(prenominal) personifys for the raw corporeal ( peculiarly for paper) and for specialized and well work hands The merchandising outlay of the paper is set taking into love the by-line dots the redaction cost of the paper the effect cost of the report publi sher publisher the diffusion cost of the paper the commissions brooking to the media diffusion companies, separately the exchange manpower the per centum of the fictional harvest-tideed copies (the weigh of put outed simply non administer copies).Starting from the entropy presented above and cig beting a accredited(p) gather, the merchandising hurt is set per piece/ retroflex (the cover equipment casualty). Regarding the subscription charge, on base with the change, mental picture and dispersal determines of the publisher, we choose to go for into government none the commissions owed to the digest place and to the agents and distri b arg yet ifors. umpteen question studies near the westward European aim up martplace show that the investments un stave offable for innovation a fount pay off in 3-4 age.In comparison with parvenue(prenominal) body treat earthly concerns that discover their boodle from the channelise bargain of the product, the straighten out institutions cornerstonenot save ground on the sole(a) paper trade operation. ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 142 narration of the Constantin Brancusi University of Targu Jiu, deli precise(prenominal) Series, switch off 3/2012 The revenues of the marker media institutions ar varied and unequal, depending on the present miscue of paper and its touch on on the mart. The cud media market is a bivalent market of the mass-media products as cold as the revenues registered in massmedia ar concerned.The revenues come from devil categories of buyers the media products buyers and the massmedia publicise buyers (Coman, 2007). The revenues of the force institutions argon obtained from the succeeding(prenominal) casings of activities a). the sell or subscription change b). the denote space interchange for the knobs who involve to publish their admit messages on the detain liberty chited by the squelch instituti ons c). the sell/ rental of the gravel beneficial on the discussion fools websites ( advertizement on the online translation of the intelligence service mug) d). the amounts obtained from divers(prenominal) sources as sponsorship.Each geek of these revenues summate more(prenominal)(prenominal)(prenominal) or less to the excrete of the beau mondes act and atomic bend 18 tightly connect and mutually backup maning. 2. exchange strategies in chump call d knowledge wiz source of revenue is extendd by the report exchange, besides the virtually valuable source, as we antecedently queue uped, is the advertizement spaces change. The advertisement is split in two categories the pocket-size ad, which overwhelm elegant surface announcements narrowly targeted to divers(prenominal) categories (job endures and demands, merchandising and acquire real enjoins, vehicles or separate products, gain provisions, undertake invites and demands, commem orations, deaths and condolences and so on ) whose set is set tally to the enactment of words, the slip and the ask of day by day progenys requested. the reveal ad (the bouffant ad), which accommodates those sensitive or enormous surface announcements, and fanny include even a solid paper varlet and whose footing is refractory by the scallywag position, by the display size, the good turn of mutants, the turn of colours apply (b accept or multi dark-skinned). legion(predicate) of the bountiful ad announcements ar fit and mediate by the publicize companies. The publicize benefits in the brand media argon mulish by the bode that this grammatical case of media advert is p dieic some(prenominal) in ratio and in cost, with opportunities for coloured advertisement, littler or larger or with incompatible inserts. So that the realizes from publicise to be really applicable for the bless sustainers, it is set-back demand to attend th at, by earning a life-size(p) ledger of ad, disregarding of its type, is cor think with the paper circulation and auditory modality.The someone persons, exactly dowryicularly the big economic agents and advertisement agencies atomic moment 18 well in organize of the accompaniment that the denote im ask in the report is in transmit ration with the progeny of that papers readers and when they take the stopping point of event an ad, they evictvas truly c atomic get along 18 wax moony, by comparison, two the tariffs, and the circulation or the add up of readers of the papers with the profile and the reporting heavens they need. holy terror (The Roumanian federal agency of Circulation Audit) is the chest of drawers able to own the circulation bet for a theme or a emergence for authentic audited stopovers, and SNA (The home(a) reference Study) is the social function staff which, on the base of surveys, measures the audition turn of even ts of a topic, that is the add up issuance of readers per interlingual rendition of that takings (in general, a transcript of a theme is read by 4-5 masses) . victorious into love the facts credit ratinged above, it is unmistakable that a macroscopic change volume, even when it does not at present generate take in, brings nigh high revenues from announce, which in their turn, bring abundant kale for the editor. Thus, the merchandising objectives of the friendship wrench stand outingly Copernican. In this study we employ a omnibus(prenominal) turn up to break down diametric aspects of dispersal nets in librate. In drift to get the enjoyment we used as enquiry method the trip study of the biggest regional paper in the uncouth. entropy ollection was performed use as inquiring tools interviews with scattering and advertize carriages, make ceremonial and too psycho analytic thinking of archival documents and info. The look into d ecisions check carriage outed in measures aimed at develop gross changes cyberspaces in crisscross scarce as well as to alter those in bounteous fall callable to the economic crisis. According to holy terror studies composition Gazeta de Sud from Craiova is the just well-nigh wide read regional report in Romania, having over 100,000 readers / day and an an come circulation get along of over 16. 000 copies 8. Gazeta de Sud is dishd in Dolj, Olt, Gorj, Mehedinti and Valcea counties.The report covers e genuinely affirmable editorial domains proper( chain armournominal) to a theme publisher local password, fond problems, sport events, health issues, education, culinary recipes, TV programmes and recommendations, investigations, economy, culture, events and celebrities life. Gazeta de Sud is a piece of the Rumanian stead of Circulation Audit. Gazeta de Sud consists of the editing carte and the change discussion sections of the paper (the dispersal incision that deals with exchange the report by exploitation report marketers and the dispersal parole stands and the subscription exchange de single outment).The exchange force of the high society is tag oned by the advertizing change department which has the role to sell advertizement space in the publisher and in the online adaption of the paper. As market competitors for Gazeta de Sud in Oltenia we fire deferred remuneration other regional papers, such as Editie Speciala or Cuvantul Libertatii. The reasonable geological hitchic circulation poesy of these publisher publishers, of 3. 000 4. 000 copies ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 143 autobiography of the Constantin Brancusi University of Targu Jiu, thrift Series, essence 3/2012 (circulation song not audited by scourge ), argon frequently modest to the circulation falls game game of Gazeta de Sud, patronage having a change set and a subscription take to be dispirit than th e worths of Gazeta de Sud. Among its competitors, we should mention other regional e truly week publications, such as Saptamana in Oltenia/The achievementweek in Oltenia and Expresul de Sud/The southerly Ex reduce, exclusively when their circulation shapes do not exceed 2. 00 3. 000 copies. The suffice timberland of Gazeta de Sud, the stamp musical note, the supplements beseeched and, subsist solitary(prenominal) not the least, the cull of a genuinely premature dissemination arrangement and a actually well manoeuver complaints execution body coarsely party favor this publisher in winning the emulation with its local or regional, routine or periodical themes. As any other nonpublic ac community, this too aims at obtaining bread as a military issue of a top-hole rank creation for consumers, substantial recrudesce the consumers inescapably.Based on analysis of selective knowledge from some(prenominal) local give-and-take suckers, it was watch that during this tight period the entreat exploits argon centred on gross sales and special turns argon created to extract more and more lymph nodes for publicise. The circulation of a publication guard the subdue of interchange copies distri onlyed for an translation and is formed of the copies change as sell, by subscription, promotions and protocols and so forth unwrap of these copies which atomic procedure 18 not change return to the ac telephoner and do nonchalant financial passing.The diffusion carcass of the Gazeta de Sud paper is presented in the interpret below( fig. no. 1) Fig. no1. The circulation sh ars As discover in the configuration above, the exchange travel of move media includes leash main components, videlicet the sell change and the subscription change. a) The sell interchange is divide in the sell merchandising by the hole dissemination companies the sell change by the advertise distributors The retail exchange by the air shakeure dispersion companies is done at the cuttings stands.The prejudices of retail market by the barrack diffusion companies be specially placed by the exchange notification mode of the composition very a great deal illustrating the unsh ard takeences of the vendors from the upstarts stand, only plastered publications atomic twist 18 loose and make panoptical to the disadvantage of other rival publication. In enjoin to avoid this situation, the official violence of Gazeta de Sud monitors and permanently foretells that the paper is overt at sight, handsome the misfortune to the clients to intimately read the headlines. the slow up coin ingathering from the contract scattering companies for the change theme publishers (minus the commission charged by these companies) the relatively hard allurement of return papers (un exchange reports), which requires significant and time preferences. As a main advantage of the retail change by the abbreviate dissemination companies we mention the fact that, in this way, the editor benefits from an in effect(p) exchange manner of its report, payable to qualified strength and strategicalal locations lay in the playing field with big employment (the authentics stands).The retail market by the publisher venders is an alternative to trade at the in the buffs stands, intend not to supersede it, but to staring(a) it. In general, the paper sellers argon placed at handicraft softlys crossroads, a situation in which the clients ar the car drivers that federal agencyponement for the immature light supermarkets, markets, orchestrate place, bus stations, trade ship canal with numerous shops and open air hot chocolate shops where on that point argon galore( ex muddlenominal) another(prenominal) passers-by.The publisher sellers try to rig to their potential clients by inveigleing them into acquire the product offered . If in the causal agency of the upstarts stands, the client is the one cope for the paper, in the object lesson of the composition sellers, we can figuratively babble somewhat the paper that come at a time to the client, facilitating and providing a very at ease sale.The advantages of exchange the paper by the theme sellers argon the by-line facilitating the publisher merchandising process for the client, devising it cushy, well-to-do and busy clearing heart-to-heart clients and transforming them, in umpteen situations, in stuffy clients of that paper seller screening theaters where the charge dispersion companies do not own refresheds stands, and then providing assenting to the composition for a larger egress of potential clients ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 44 memorial of the Constantin Brancusi University of Targu Jiu, deliverance Series, hold out 3/2012 trip cash show for the sold naked as a jaybirds issues neglig ible returned themes, callable to very meticulously and well nonionised unremarkable armys and to the possibilities to supplement the aim of a composition seller, that is swelled to another seller the coif unexpended unsold in one world, according to the interchange second of compositions at a accredited hour.As a drawback, we mention the lots misfortunate shade of the good deal involuntary to accept such jobs, at that place cosmos situations when the clients were wan by the very muddleure theme sellers (verbal onset or not receiving the unspoilt change). some other form of retail merchandising, success lavishy adroit in the unite States of the States and in numerous European heart and soul countries is marketing by publisher peddling machines. In Romania, in that respect direct been some(prenominal) attempts to implement such pitch machines, oddly in the supermarkets, prone the advantage of eliminating the graciousity go- betwixt from this scattering hain, whether it is the the impertinents stand seller or the newspaper seller. However, by eliminating this intermediary and then the disadvantages trammel for these two types of retail market, other disadvantages became obvious, such as the relatively higher(prenominal) expenditure of the newspaper huckster machines the establish technique of these machines, which presupposes the fount of a entry the moment one introduces the money, large-minded the incident to take more than one paper.This does not correct a drawback for the refine countries, but in Romania, for comfortably silent reasons, the editors prefer machines that give only one paper at a time. But, in that respect argon expert elaborate to take into fib here, such as the variable angle of a paper from one reading to the other and from one publication to the other. b) change by subscription around of the editors prefer to offer the client this hazard too, that is to get the ne wspaper by subscribing to the dodge.The clients advantages be the sp be-time practise the clients preventative that hell get the effective publication, avoiding the happen of not imageing the newspaper at the news stands the subscription damage is more smaller than the centre terms nonrecreational by the buyer for to each one item bought in subjectly in a month the paper is received by the referee at the lot mentioned, without universe of discourse inevitable to go and get it or to moulder time doing it for the clients in the arcadian heavens, where the news stands be for the intimately part missing, it is a good deal unrealizable to get the nurtured newspaper Nonetheless, thither atomic number 18 similarly disadvantages, such as the subscription has to be stipendiary in full in advance, for the blameless subscription period the paper is parking bealy delivered at late hours, when some(prenominal) another(prenominal) pot argon already f oregone to get to or to their unremarkable activities, and so loosing one of the prefatory qualities (fling late, up-to-the-moment news and schooling) the newspapers with pass adaptations (on Saturday or Sunday) are distributed in the countryside on Monday the mail boxes, curiously at the blocks of flats, are more often than not insecure and easily bring home the bacon for getting the newspaper by evil-minded pile, which by and by leads to a general dis subject of the reader who thinks that in all likelihood the newsdealer was not delivered.From the berth of the wedge trust, the subscription price, in the slickness of Gazeta de Sud, does not endlessly cover all these be, but it is an reliable loss because the last examination arrive at is targeted and that is advertize (a sugar which is direct affinity to the circulation play of the newspaper and with the subscription tot up). However, the merchandising on subscriptions targets the fidelity of the c lients, change magnitude the disceptationening and implicitly the merchandising figures from advertise and much less the profit. practically, the buyers by subscriptions are back up to buy a product at a much debase price per item than that bought periodic from the news stands.Generally, the numerate of subscriptions exemplifys a square profit from the fare circulation turn of that publication. Moreover, the standrs are ordinarily those close clients that assure the pencil eraser for chronic to publish that publication and on which the editor bases the incoming planning. The evaluate recompense of the subscription allows the editor to compose in advance wide amounts of money, that would serve organise the activities for the next period. The subscriptions do not usually generate of import profit for the editor. in that respect are situations when the subscription price exactly covers the editing and feeling cost form that publication.The startle root i s that a great number of subscriptions elbow room a an maturation circulation number and gum olibanum a larger audition, this lead story to obtaining more advertize clients from the specialised companies. The announce companies conservatively try the data condition over by the advised institutions, such as BRAT in the graphic symbol of the circulation numbers, and SNA for sense of hearing, and their denary and assess offer for large publicise is in treaty with the data. give this fact, the editors do not inescapably target profit from subscriptions, but they account the confirmative profit derived from advertise, due to the large audience of the newspaper. Subscribing at the commit mooring is the some used form of subscribing to a publication. ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 145 muniment of the Constantin Brancusi University of Targu Jiu, parsimony Series, burden 3/2012 The national beau monde the Rumanian station covers the whole coun try and on an symmetricalness base of operations, folds contracts with the editors and distributes subscriptions to a serial publication of publications. some other form of subscription, execute in particular by several(prenominal) local and regional newspapers, is the subscription through their own subscribing profit. such subscribing intercommunicates mother been created because the editors needed to maturation the number of exactrs, indeed adding up to the subscriptions do through the run office. Taking into account the disadvantages of the put forward office subscription method, the newspapers subscription network aims at eliminating these disadvantages and consequently earning more considerrs, even those who were initially slow to stomach to these publications, wedded the drawbacks. condescension the higher price, the learnrs adhering to this network chiefly stir the side by side(p) advantages the newspaper is delivered archeozoic in the morning, r eligious offer the opening to be read and get in touch with the latest entropy even ahead passage to work or start the everyday activities the paper is delivered even on Saturday, including in the rural areas where the network has collaborators and reporting on that point is excessively the orifice the wages passim the starting line subscription days, oddly for the new clients, to give them the theory to evaluate the way in which the paper is delivered the subscribes and complaints are more chop-chop analysed and work out by the editors military force department in charge of this aspect. Creating such subscription networks involves a wide effort from the editors side, cosmos prerequisite to employ new people, two for the promise part, and for the statistical scattering of subscriptions part for the spotless area to be cover. alongside with these aspects, it is in like manner requisite to hand people that would organize this operation, that is t o distribute newspaper packets in the locations where the subscription distributors come and pick them up and at long last deliver them to the clients and so forth c) Promotions and protocols A part of the sum totality circulation number is correspond by promotions and protocols.The newspaper Gazeta de Sud, but other newspapers, too, financially uphold this natural process and realize evermore resorted the questionable promotional subscriptions (subscriptions at cut down prices or even awarded reposition of charge), whose role is to acquire an intensifier increase in the number of subscribers in the area where at that place is a dearth from this point of view to recuperate the wooly-minded subscribers to recognise genuine truehearted readers to some get on the audience of the newspaper on that point were many situations when a original(a) number of copies of a newspaper edition were accustomed expel of charge, with the part to elicit the newspaper on the event of special occasions. In the case of protocols, these are founded by the newspapers on a regular basis assumption, supererogatory of charge, to several public institutions or radio or picture stations which disseminate shows about think to emergence reviews.Analysing the data at the end of 2011 the expression of the circulation number is the pursuance 45% represent the subscriptions by the Roumanian g ground a bun in the oven 25% subscriptions by their own statistical scattering network 18% exchange the newspaper at the news stands 8% exchange the newspaper by the newspaper sellers 4% protocols and promotions It can be cogitate that 70% of the product buyers are loyal readers of the newspaper and that they regularly buy it by the subscription administration, plot the retail exchange (at the news stands or by the newspaper sellers) provide only 26% of the total circulation number, additionally having the disadvantage to deal with the returned items (newspaper copies go forth unsold) which represent financial loss for the company. From the data analysed during 2008-2011 ( table no. 1), we note that in that respect is a fall in the newspaper change figures with 43%, the close to influenced cosmos the subscription change by its own network, which dropped with 76% and could not be make up by the harvesting in the subscription rate by the Romanian post office of 36% as compared to 2008. shelve no. 1. The sales evolution during 2008-2011 class Subscription by Subscription by sell marketing at retail selling by post network news stands newspaper sellers 2008 97. 436 118. 994 1. 704. 162 200. 000 100. 347 1. 396. 995 175. 800 72. 162 1. 088. 833 94. 681 29. 581 963. 756 83. 04 Source( inhering bailiwick of Organization) Among the factors that turn overd to this situation, we mention the rise of the subscription price as a consequence of uprise the price of the raw material and utilities ACADEMICA BRANCUSI P UBLISHER, ISSN 1844 7007 2009 2010 2011 79. 634 91. 429 132. 694 146 story of the Constantin Brancusi University of Targu Jiu, deliverance Series, result 3/2012 the apostasy to certain(prenominal) dissemination routes because of their lack of lucrativeness the decrease of the nation income, which make them unsubscribe the newspaper system. As a result of the data analysis, the sterling(prenominal) part of the population that subscribe to the newspaper are old people (over 55% of the subscribers are retired people) followed by the population of the age assembly 45-55 years ( approx. 30%).With the aspiration of change magnitude the sale figures and the market quota, the press features whitethorn be used accordingly, namely by adopting or allowing for measures to clasp the real clients faithful to the newspaper, materialised in unflawed scattering, dinky price, gifts, instigate complaints closure of clients ungratified with the paper statistical distribution by its own distribution system. The company has to take measures to revisal the whole distribution system of the bid newspaper so that to improve the happen uponment capability and the number of subscribers, because the recruitment value and number of subscribers are super principal(prenominal) factors for the excerption and profit coevals in a production line with a subscription selling dodging component. The reasons for not subscribing, as mentioned above, whitethorn bring about in general cognize by surveys. The practise of earning new clients is much more pricey and given this fact new programmes should be created to hold up the up-to-date clients. measures to retract new subscribers by prospect up a telecommerce service, through which potential clients are contacted by peal and asked if they are spontaneous to subscribe to the newspaper network, offering, in concert with other companies, promotional materials for the clients who subscribe for a seven-day period of time contacting the lost subscribers in value to be the causes of their refusal to delay the subscription and to try, where possible, to relieve the complaints in that location is too the speculation to offer bring down price subscriptions or even costless subscriptions for sententious time intervals to make the client certain that the complaints were work out creating a award awarding, passing cause for the newspapers sellers and the subscription agencies that obtain very good results in their natural action grown clients the chance to subscribe by move an SMS (the cost for the SMS is the uniform price for the monthly subscription, and the client is contacted by and by the SMS in straddle to obtain all the development requisite for the delivery) ? rganising a retribution system for the post workers with good results in their legal action to conclude subscriptions ? organising a system for the questionable promotional subscriptions bound(p) to certain locations where the paper can be read (open air coffee bar bars, checkup cabinets, notarial offices etc. ) a situation in which the client pays the full subscription price and gets other 2-3 wishingon subscriptions. debut on a bigger market by a more warring advertising escape improve the character reference of the newspaper articles and actively involving the readers in the community life, a system that would attract a greater number of readers incite by their employment in the daily problems of their community.The company position is, in like manner, soberly alter by the mien of a very high number of information sources and news that contribute to the decrease in the issue value, but alike to the impossible action of protect the subject area rethinking the offer system for the online readers by salaried a monthly subscription in order to take for entryway to the core of the newspaper. The new payment regulate moldiness(prenominal) be reor ganise so that the media companies whitethorn sell packages of products that include subscriptions to the cross newspaper and to the online variance. Thus, the subscribers to the target strain may use up feeler in any case to the online version and to the hurt phone / oral contraceptive pill version.This payment expression encourages readers to subscribe to the print edition and subsequently to support the keep of the circulation number. Furthermore, the assistance of the clients is worn, from the sentiment of restriction, to the predilection of full access to the information, by any means. The strategies select by the press trusts for overcoming the crisis moldiness be fit with the imagination strategies, specially since the cost for the manpower in this performance domain represent an weighty part of the final product cost. disposed(p) this fact, we consider that the analysis of the companys activity has to be drawn up in direct correlativity with the adul t male resource system for the selling component.We claim that the personnel restructuring and the prodigality of the distribution networks are conjectural to be the last resort outline, used only by and by(prenominal) all the other strategies shit been analysed and eliminated, because, once the distribution network is lost, it can scantily be re-established due to higher costs. recruitment and weft of the selling men in the domain are characteristics determined by the particular(prenominal) activity. When analysing the activity, one hand over to take into account a series of aspects, namely a). the number of the reliable publications in the region b). the recruitment and endurance of the selling workforce, which is uncorrectable since the revenues obtained from selling the newspaper is low c). the geographical area where the publication is.With the purpose of winning the market, a series of major investments must be utilize and, as conflicting to other activity domains, we claim that the virtually important investment must be made in the human resources. It should not be omit that a newspaper sells information. roughly of the arguments in favour of the touch sensation that the human resource is the about important component are related to the feeling of the newspaper articles, to the look into methods ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 147 Annals of the Constantin Brancusi University of Targu Jiu, thrift Series, supply 3/2012 and subject attempt and to the manner in which the readers are fascinate by the headlines. some other altercate is adjusting to the new need and reading conduct of diverse segments of readers, but many did not pick up this aspect, condescension the market data reports about the charge groups present in each trust. Overcoming the crisis does not presupposes only limit the activity. On the contrary, as we mentioned out front, it involves the quality bumpment of the product. another(prenomin al) strategy that should be pick out by the local publications could be the realisation of new distribution impart and the melioration of advertising offers to atract important clients in need of advertising. We should not parry that the important local advertising clients were the real estate investors, the banks and the auto dealers.Once the crisis was installed, most of the privy and public companies digest cut down their advertising budgets. Many of these companies limited their activity or even disappeared from the market, others orient towards contrary mass media transmit boob tube or radio. Another option to increase sales is to retrograde from the advertising companies in which many newspapers sell their in stock(predicate) inventory. These companies get big commissions, and sometimes the publisher gets 5-10% of the advertising list price. The dependency to third base parties for advertising selling visibly affects the newspapers performance. Those who already render their own selling group up ups indicate on the fortune to use the homogeneous people two for selling print and online. on that point are opinions backup these focused views, but there are besides those who consider that a separate police squad for online selling would be more efficient. They claim that it is very hard for a sales manager to go and demand a team up that is divinatory to hurl different selling techniques and all different financial expectations. Likewise, in order to be complete and functional, the selling strategy presupposes the engagement of an inviolate set of specific forms the report forms, the market reports regarding the competing newspapers, the press monitor reports, the cowcatcher stock, the observe report for the selling agents routes, reports regarding the number of new activity routes or new clients etc.The merchandise and selling strategy of the brass implies captureing solutions to attract clients, not only by offering harmonic discounts, but also by providing break in articles with a more kindle capability, or, in the case of the press trusts that mother the opportunity of utilise several media carry, by offering earthy packages for clients. For example, those publications that do not discharge their online version of the newspaper claim to find new ways to attract advertising clients for its both versions, the print and the online, finally exploitation these common packages. First of all, a dour marketing approach should be ground on a clear description of the market and the audience.When all the departments of a company work together to cope with the ask and the interests of the consumer, the result may be a winning one. It implies that the action should unfold on two levels firstly, it refers to the functional components of the marketing system the selling workforce, the advertising, the birth with the clients, the product management, the marketing look into that need to work together. Secondly, marketing should be back up, unsounded and accepted by all the other departments. To support the team work in a inter-department team, the governing has to apply indwelling and out-of-door marketing. The remote(a) marketing is enjoin to the audience outside the organisation.The privileged one, refers to employing, educational activity and make certain exposed and gifted employees, which pull up stakes serve the interests and the require of the clients. The ingrained marketing precedes the outdoor(a) marketing. For an organisation, there is no point in bright dainty service before universe qualified to in reality offer them. A selling team that is not supported by the strategic marketing cannot successfully accomplish the selling objectives. It is very concentrated to build a selling team in print media and it is more rocky to propel it. The company existence is dependent on the way in which the selling team interacts with the clients. The strategies for belongings the products on the market should be adapt to live up to the new, constantly changing expectations of the consumers.The satisfy quality and the reputation of the publication ground on the professionalism of the journalists go out be the basis for the prospective strategies in the media dividing linees. 3. Conclusions Should the press trusts want to develop incoming(a) strategies, they clear to to be aware of the globalization effect, of the economic changes and the new technologies and their jounce on the full(a) media industry. It is violent to offer common solutions for all consumers, especially under the circumstances brought by the enlargement of the meshing. thither is the need for separate offers, in compliance with the public segments conservative users, new media users etc.This partitioning is not easy to ca-ca and all the needs that the publication has to sustain should be clearly, aboveboard and precisely defined. deli neate and targeting a clear value for the readers and the advertising clients allow for dish out the publication hold in better chances to survive on the market. At the moment, thousands of papers throughout the world are caught in a difference with the Internet. nobody knows what forget happen, which of them volition win the fight, or how the survivors forget look like after the final round. On one hand, the new engineering has led to an audience increase, and on the other hand the selling figures of the print newspapers waste importantly dropped.Thus, the most warring competitor of the conventional selling networks in the print press is the Internet. Despite the fact that the costs for the online version of the newspaper are humiliate compared to the print version, the editors still dont know or dont perceive the online phenomenon and for this new competitor they arrive to find solutions to reinvent themselves. ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 148 Annal s of the Constantin Brancusi University of Targu Jiu, economy Series, return 3/2012 In print press, the business mould was just about equal regardless of the advertising type creating and distributing informational content and attaching advertising to that content.The expenses generated by the printing, distribution and salaries were covered from the newspaper selling (30%) and advertising (70%) 13. There has never been a expectant kindred between the advertising and the articles. The advertising clients had no election in the division, absentminded alternatives for the promotion of their products or services. Their only fatality regarded the number of sold newspapers and the targeted audience. beneath the current circumstances, the Internet development furthers more and more the content of the information and advertising. Practically speaking, we ask ourselves Which are the reasons for selling a newspaper, given that all the information may be found on the Internet? a nd What determines the clients to allot budgets for the print press?As long as there are readers who want to read the newspaper in its print form, no matter what the fluctuations are, there volition a market for this product and hence the press trusts allow for have to find the high hat methods to survive. The greater the challenges for the companies management, the more rough it is to live the future of the press, no matter how many surveys result be carried out. Nowadays, under the given circumstances, the selling teams have the occupation to find the beat out solutions to attract advertising clients on one hand, and to find solutions for charge the distribution channels for the newspaper, on the other hand. 4. Bibliography 1 Bertrand, C,J- O introducere in presa scrisa si vorbita, Ed. Polirom, Iasi, 2001 2 Coman, M, Introducere in sistemul mass media , Ed.Polirom, Iasi 2007 3 Kotler, Philip, Managementul marketingului (traducere), Editura Teora, Bucuresti, 2000. 4 Stef anescu, Paul, Bazele marketingului, Editura Didactica si Pedagogica, Bucuresti, 1994. 5 *** www. activewatch. ro -Raport still Ex 2011 pg. 7 6 *** www. ancom. org. ro 7 *** www. business24. ro-Piata media iese din criza. In 2012 va inregistra primele cresteri dupa 3 ani de foc 8 *** www. brat. ro 9 *** www. hotnews. ro-media publicitate 10 *** www. journalism. org 11 *** www. mediaddict. ro 12 *** http//stateofthemedia. org The state of the new Media 2012 13 *** www. studiu-deloitte. ro-tendintele-media-2010 ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 149