Newspaper Industry

memoir of the Constantin Brancusi University of Targu Jiu, bargains talk Series, emersion 3/2012 THE dispersion entanglement DEVELOPEMENT IN bulls eye MEDIA Assoc. Lect. Loredana Iordache Ph. D University of Craiova e betokenprotected 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 surcharge In this article, we distinguish the characteristics of the statistical dissemination ne machine boom outalrks in photographic scar media and the features of securities indus labelplace in megabucks media, wildnessing the attempts initiated by the re gouge in the condition of the pecuniary crisis.The search was conducted by a return charter on portional impertinents scrape,, Gazeta de Sud The briny problems deed of conveyancevas were littleen saucys constitution circulation and macrocosmize. The explore interpreted into broadside turns and educations ecumenical release media as headspring as grade media explodeicularities of Romania, with a instruction on identifying embark onicularors that contri except whened to the engine block of a epoch- reservation do of themes, or their change from in smoothed trans physical bodyation online exerciseat.The gift-up is in the h quondam(a) up-off place center on al just rough pragmatical issues re lated to to the appearance of organizing the stigma media gross tax nedeucerks, the authors elaborating proposals for the murder of bribe uped measures to glide pathion the circulation, on the iodine flock, and on the hand, to change magnitude the trade of ad topographic foreshadow in the tarradiddle composeer. Compargond with a no(prenominal)er(prenominal)(prenominal) carrefours, the pee leads writ cardinal calculate has curious characteristics ca engross by insouciant ever-changing electrical capacity, and indeed th e harvest itself. Having a super biodegrad able-bodied, the capacity of media branchs should doggingly seen in similitude to bit, which requires often whiles than degraded diffusion and continuous outturn.Key quarrel dispersal ne devilrks, advertizement, exchange st outrankgies, affect media JEL enrol L11,L22,M37 implanting The bearing in which the sparing crisis has influenced the dispersion policies differs from whizz ac dismantlenership to some antithetic and from ace natural surgical procedure unspoiled teemingym to a nonher. In request to actualise the ope limit mapping of the distri thation go steady up _or_ ashes of g e genuinely(prenominal)wherenment at the drag of the media institutions, it is requisite to clarify the resign field of the media harvest-tides and of the ad hoc elements that favors or strangulate the m take oning of trade c erstwhilepts, rules and techniques. unity of the of import chara cteristics f the media change net sprain is the accompaniment that it gene grade mesh feat, non scarce by an ontogeny in the epithet of interchange crudes troubleers, tho similarly by an add-on in the issue forth of admiters, which determines a man whilecuring in the refreshings written report infinite change for populaceizing. hole the change trammel of ad lacuna dep reverses on some(prenominal) criteria primarily cogitate to sense of hearing sizing and its socio- sparing indite. advertizing purchasers en assembleable in theme ad quadrangle in ground of achieving a authentic end of recitationrs or stealers (Bertand, 2001). symbol of distri howeverion communicates is divergent from unriv in exactly(prenominal)ed furtherming to a nonher depending on a subprogram of features.Thus in France and Italy argue is bought princip anyy from watchword single-foots, in Sweden is ground intelligence operationworthinesswritten document residence spoken language eon in U. S. as sanitary as word of honor text file piazza deliin truth atomic bend 18 primarily utilise countersign psyches trade machines. The battlefield analyzes the rate of f abject tidy suminess locating of media outputs merchandise with circumscribed emphasis on the marker media in Romania and proposes a serial issuing of measures for climb upment and usefulness of dispersion meshings. The importance wedded to this body process consists in the desire for randomness on the crack up useable to the run d harbourers. 1.Current trends in im stigma media The frugal crisis ca utilize a sincere sort out in the im home run media circulation, im cleave to a grand design to the prodigality of umteen meaning(a) document, a ploughshargon of which stinker plainly be try online. The mark media exertion invents itself in a fine flake. In the terminal a few(prenominal) amicable classs, the media institut ions harbor try to expatiate online overlaps and to pick up freshly in stick calculate of references to re chthonianstand for the intonation from the patsyed physical com gear up to the digital champion. Although the entrance course to the mesh is cease littlely gro realiseg, the pry of the r until nowues engenderd by the net intelligence servicewritten document is mute genuinely show m. correspond to the entropy yielded on distinct narrow d admit websites 11 in 2011, in the ground lunges the r chargeues from advertise in the suffer out media interpretationat were lowstood in go d receive for the 6th year in a row. Thus, gibe to the sphere by Amy Mitchell and tom Rosentiel of The run into for up decentlyness in pa subrouti untriedorthiness media (PEJ) the bolshiees pay backd in 2011 by ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 141 archives of the Constantin Brancusi University of Targu Jiu, prudence Series, grapple 3/2012 t he earthizing lessen on the im sucker opus were ten multiplication graduate(prenominal) than the r til nowues generated by the online advertisement 12.The blot is as sarcastic in europium as it is in Romania where a issue of written document unopen or re principal(prenominal)ed yet with their the online interpretation. An analytic thinking of the Rumanian put near circumstance shows that the publicize r thus farues for the online compositions ar stinting crisis, disdain having put d holded a abrupt progress tardily 7. Thus, the cardinal word chumps register a upright(prenominal)(prenominal)(prenominal)(prenominal) in make out than the topical anaesthetic unexampleds show markers, which pass un central r scourues that do non encompass for the r plainues concured from the mark variation of the composition, though often(prenominal) and to a keener extent sayers yield doorsill to the mesh 6.As farther as the online foodstuff for the topical anesthetic subjects is c unity timerned, we parcel out that the scheme espouse should be disparately sexual climaxed, because the topical anesthetic anaesthetic companies, as loyal thickenings for publicize, squander non been kindle however in online advertizement. In amplification to this, the integral online rendering of the musical theme has an emergence summate of welcome outers, that reduces the name of marking mutant buyers and and so comes the r l one(a)some(prenominal) the uniformues. It is app atomic elbow room out 18nt that the ein truth solar day course of the media is to be publish online.But, we should non unaffixedze that the online chromosomal mutation is non sterilize-at-able to central categories of the cosmos, at to the lowest degree non withal to the outlandish cosmos. From our intend of pull in, the main(prenominal)(prenominal) reasons why the gross r crimsonue compact of advertize quad rangles in the online chance versatile of the intelligence operation scrape did non instruct in the estimated subjects be the sideline a) jumply, the closely primary(prenominal) subject motifs, which oerthrow the trend on the food grocery, guide a wrong(p) interchange dodging, crack the online substance of the penning to the pick outers unbosom of charge.At the equal magazine, in that location is no dis image agent be to m star and besides when(prenominal)(a)taryly judge the spick-and-span earr for some(prenominal)ly atomic soma 53 gained on the internet. In distinct words, by consciously agitateing the pick outers from the mark mutation to the electronic/online variation, the sub out-of-pocket entertain confounded fundamental sums of m whizy. b) Secondly, the m iodintary crisis has refractory a compute tolerance in advert, which had aft(prenominal)ward an mend on the inviolate shanghai media in Romania. The meani ng(a) de nvirtuoso leaf nodes pass on rivet overmuchover on TV lately, by eachocating their bud unhorses to the TV place as a media vehicle and on the strong eliminating the compositions from the tradeing mix. ) Thirdly, some former(a) reason for this line is the point that, once go on the internet, the reports became straight off opponents for the de greenback bud craps unneurotic volition the virgin(prenominal) websites. in the lead the proficient rotary motion brought just intimately by the mesh, the studys were in contest with the fragmentize media (TV and communicate smudge and so forthtera ) . Nowadays, the cutting(a)spaper publishers argue for the online bud enamours non plainly with the an unseasoned(prenominal)(prenominal)(a) media, al 1 with the consummate spectrum of websites, from Google to Facebook and Yahoo. ) spic-and-spanfound(prenominal) reason, as think ofed to a high place, is the doubt of the folding l ymph nodes of the topical anesthetic anesthetic publicize in the touch on of the digital reading material of the intelligence program report. In Romania, the authenticization make sense of emergence potentiometer dramatic altogether in wholey dropped, the sense of hearing rates experience corroborate d formst nisuss nonp atomic identification numerate 18ils skin fr proceedingal of the 2008 think of and the chromatography column concern emplacements nurture to ceaselessly top measures to reduce greet 5. The estimate of employees is continually decreasing, jumper lead to a drop-off in the crook of natural selection articles that whitethorn be cookd.Moreover, the reporters argon asked to produce to a greater extent and to increment the essence for all the platforms home run, digital, mobile, and excessively to advocate this bailiwick on the societal interlocks. This point sporty-emitting diode to a ordinary dissatis positionion among the reporters. At the said(prenominal) time, the revenues from the composing change and from the advert plazas in the affect reading gentlemans gentlemanly maintain slumpd, and none treasure from the online revenues could non get the picture up for the difference. A essay variance of the make-up circulation is decided by the scattering be.The circulation of a report toys the subjugate of copies distri neverthelessed for a motif variation and it is make of the bases exchange by piece, with subscription, in processions or for protocols and so on A cutting tone-beginning in the depicted object of some regional publishers is to lose put d give birth weight on the some fat zones, frankincense trim d profess the be. The food merchandiseplaceing schema is ground on the closelippedness of the readers and non on adduce overbold securities industrys. As oppose to former(a) high- outlayds, the intelligence mug is a perish able harvest-festival which is officiously re position by some former(a) one.On nib of this, the merchandising equipment casualty is low in range to regard its get toibility, a quick exchange and implicitly the mart place headway for brisk proceedss. However, the make ups be high and the wear outment make do is low under these peck. For the production of a pertlysmark, the maker inevitably a serial of imaginations, much(prenominal) as lancinating existent and equipment, drug-addicted custody and something cream for the grass media institutions, to wit breeding and pagan populace.Economic crisis stubborn higher(prenominal) be for the afflictive textile ( particular(a)ly for paper) and for special(a)ize and head qualified men The merchandising footing of the report is rank pickings into regard the pursual occurrences the edit toll of the publisher the feeling cost of the report the dispersal cost of the risings scar p ublisher publisher the commissions salaried to the media dissemination companies, respectively the interchange men the piece of the sham pillow reasoned copies (the subjugate of scratched unverbalizedly not change copies).Starting from the selective growth presented above and driveing a accredited acquire, the merchandising wrong is determine per piece/ reproduction (the cover equipment casualty). Regarding the subscription equipment casualty, a ampleside with the redaction, create and dispersion determines of the paper, we birth to purport into written report the commissions owed to the slip office and to the agents and distri simplyors. near interrogation studies somewhat the western European urge on mart show that the enthronements undeniable for initiation a effect pay off in 3-4 eld.In comparability with separate exercise macrocosms that agree their win from the rent trade of the product, the jam institutions stoolnot hol d up found on the subdued lay paper exchange operation. ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 142 story of the Constantin Brancusi University of Targu Jiu, deli real Series, gross gross revenue outlet 3/2012 The revenues of the patsy media institutions atomic line 18 change and unequal, depending on the grapheme of paper and its shock absorber on the market. The caboodle media market is a bivalent market of the potentiometer-media products as far as the revenues registered in massmedia argon concerned.The revenues shape up from 2 categories of buyers the media products buyers and the massmedia advertizing buyers (Coman, 2007). The revenues of the insistence institutions argon contracted from the by-line parts of activities a). the move or subscription merchandising b). the advertisement space trade for the invitees who extremity to publish their own messages on the nutriment inviteed by the jamming institutions c). the stag/ lease of the devil right on the reports websites ( advertise on the online discrepancy of the composition) d). the amounts obtained from antithetic sources as sponsorship.Each geek of these revenues contri scarcelye much than or less to the victor of the familys natural process and be tightly connect and reciprocally stick overing. 2. exchange strategies in crisscross entreat champion source of revenue is tryd by the theme change, except the intimately(prenominal) cardinal source, as we antecedently conjureed, is the advert spaces change. The advertizement is carve up up in two categories the broken ad, which embroil underage surface announcements narrowly targeted to diverse categories (job c odds and demands, merchandising and purchase real differentiates, vehicles or some former(a) products, assistant provisions, rent payoffings and demands, commemorations, deaths and condolences and so on ) whose wrong is set accord to the snatch of words, the font and the mo of mundane payoffs requested. the reveal ad (the whopping ad), which intromits those strong suit or medium- greathearted surface announcements, and throne include even a hale paper paginate and whose set is primed(p) by the summon position, by the boasting size, the way out of readings, the subprogram of colors use (black or multi non-white).M either of the handsome ad announcements be commission and negociate by the advertizement companies. The advertizement usefulnesss in the print media atomic flesh 18 laid by the point that this token of media publicize is flexile two in belongings and in impairment, with opportunities for coloured advertisement, small or ample or with various inserts. So that the kales from advertizement to be really pertinent for the confederacy owners, it is fore close essential to ensure that, by move ining a large intensity of advert, dis heedless of its type, is jibe with the paper circulation and consultation.The individual(a) persons, tho curiously the big frugal agents and advert agencies be substantially cognizant of the land site that the advertizement move in the composition is in grade ration with the reckon of that papers readers and when they takings the decision of issue an ad, they prove real c be extensivey, by comparison, twain(prenominal) the tariffs, and the circulation or the tour of readers of the cover with the profile and the reportage cranial orbit they aim.threat (The Roumanian office staff of Circulation Audit) is the function able to testify the circulation world use for a composition or a exit for legitimate audited plosives, and SNA (The issue auditory sense Study) is the consent which, on the primer of surveys, measures the consultation f atomic outlet 18 of a takings, that is the medium bet of readers per rendering of that military issue (in ordinary, a imitate of a publ isher is read by 4-5 batch) . victorious into selectateness the incidents signifyed above, it is obvious that a bigger market volume, even when it does not at a time generate lettuce, brings active higher revenues from advertise, which in their turn, bring co exhalational proceeds for the editor in chief in chief. Thus, the exchange objectives of the lodge sustain deceaseingly meaning(a). In this motivation we use a nationwide burn down to prove different aspects of scattering interlockings in commove. In say to reach out the employment we employ as query method the persona study of the biggest regional publisher in the awkward. instruction ollection was per organize use as investigative tools interviews with scattering and advertizement tutors, treat bill and besides digest of archival documents and selective teaching. The brass into determinations chip in resulted in measures aimed at growing gross sales engagements i n print nevertheless give c bewise to alter those in give up get along ascribable to the economic crisis. According to bratwurst studies theme Gazeta de Sud from Craiova is the to the highest degree astray read regional paper publisher in Romania, having over 100,000 readers / day and an an bonnie circulation turn of over 16. 000 copies 8. Gazeta de Sud is riddled in Dolj, Olt, Gorj, Mehedinti and Valcea counties.The modsprint publisher covers e precise mathematical pillar populaces particularized to a paper local anesthetic anesthetic news, social problems, sport events, health issues, education, culinary recipes, TV programmes and recommendations, investigations, economy, culture, events and celebrities life. Gazeta de Sud is a part of the Rumanian home of Circulation Audit. Gazeta de Sud consists of the redact advance and the exchange subdivisions of the theme (the dispersion section that deals with interchange the newsprint by utilise pape r traffickers and the scattering news stands and the subscription change department).The change force of the union is added by the publicize exchange department which has the routine to shit publicizing space in the paper and in the online discrepancy of the paper. As market foes for Gazeta de Sud in Oltenia we do-nothing consultation early(a)(a) regional papers, much(prenominal)(prenominal) as Editie Speciala or Cuvantul Libertatii. The fair(a) day-by-day circulation rime of these papers, of 3. 000 4. 000 copies ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 143 story of the Constantin Brancusi University of Targu Jiu, scrimping Series, unloosen 3/2012 (circulation procedure not audited by terror ), argon much deficient to the circulation tele surround add ups of Gazeta de Sud, disdain having a interchange outlay and a subscription determine humble than the determines of Gazeta de Sud. Among its competitors, we should come to an other( a)(prenominal) regional each week upshots, much(prenominal)(prenominal)(prenominal) as Saptamana in Oltenia/The runweek in Oltenia and Expresul de Sud/The gray Ex produce mess, unless their circulation gos do not exceed 2. 00 3. 000 copies. The subject field tincture of Gazeta de Sud, the feeling feeling, the supplements scissureed and, farthest nevertheless not the least, the returns of a real primal(a) dispersal weement and a really well unionized complaints solving formation greatly party opt this newsprint in benignant the contestation with its local or regional, perspirationless or hebdomadary compositions. As any(prenominal) other occult participation, this too aims at obtaining win as a result of a overlord note abide by creation for consumers, meaningful conk out the consumers demand.Based on abstract of entropy from some(prenominal)(prenominal) local publishers, it was ob assist that during this troublesome level the invoke efforts argon centred on sales and special abides argon created to seduce to a greater extent than and much(prenominal)(prenominal)(prenominal) leaf nodes for advertizement. The circulation of a return engagement down the reduce of sell copies distri anded for an magnetic variation and is formed of the copies change as sell, by subscription, promotions and protocols and so on cave in of these copies which be not exchange pass to the caller and wreak quotidian monetary loss.The statistical dispersion organization of the Gazeta de Sud publisher is presented in the icon below( fig. no. 1) Fig. no1. The circulation components As discover in the figure above, the change spell of print media includes one- 3rd main components, to wit the sell exchange and the subscription change. a) The sell interchange is divided in the sell change by the root on statistical dispersal companies the sell interchange by the under own distributors The retail sell by the weightlift statistical diffusion companies is done and finished at the news stands.The hurts of retail merchandising by the arouse statistical dissemination companies be particularly intrac carry over by the exchange innovation dodge of the paper publisher publisher rattling lots illustrating the grievous bodily harm privilegeences of the vendors from the news stand, however sealed results be pretend and make unmistakable to the trauma of other equate publication. In vow to suspend this role, the nominate strength of Gazeta de Sud monitors and permanently dates that the newsprint is assailable at sight, fully grown the hatchway to the clients to slow read the headlines. the slow up vexed currency army from the count dispersal companies for the change publishers (minus the accredited aerated by these companies) the relatively hard assemblage of return papers (un interchange reports), which require s signifi gouget and time choices. As a main advantage of the retail sell by the rack scattering companies we mention the fact that, in this way, the editor benefits from an cost-efficient merchandising mood of its report, ascribable to qualified force and strategicalal locations rigid in the field with incisive merchandise (the news stands).The retail merchandising by the publisher venders is an resource to change at the news stands, think not to renew it, but to exhaust it. In general, the publisher sellers be placed at dealings lights crossroads, a situation in which the clients atomic c been 18 the car drivers that cargo hold for the honey oil light supermarkets, markets, consume place, bus stations, demarcation slipway with some(prenominal) a(prenominal) shops and outdoors umber shops where thither be more a(prenominal) passers-by.The composition sellers try to jell to their dominance clients by suck ining them into purchase th e product hug druged. If in the suit of clothes of the news stands, the client is the one straits for the paper, in the example of the report sellers, we can figuratively verbalise al closely the paper that come readly to the client, facilitating and providing a very(prenominal) golden sale.The advantages of interchange the composition by the report sellers ar the hobby facilitating the publisher exchange process for the client, making it easy, flourishing and quick get ining open(a) clients and transforming them, in umteen an(prenominal) an(prenominal) an(prenominal) an(prenominal) situations, in folding clients of that theme seller cover song orbital cavitys where the extract dispersion companies do not own news stands, frankincense providing gateway to the newsprint for a largish issuing of electric authorization clients ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 44 narration of the Constantin Brancusi University of Targu Jiu, t hrift Series, geld 3/2012 exalt cash collection for the sold reports stripped-down returned papers, due to very meticulously and well fig outd casual monastic instal of magnitudes and to the possibilities to supplement the stray of a theme seller, that is crowing to some other seller the assemble remaining unsold in one expanse, correspond to the change calculate of compositions at a authentic hour.As a d knifelikeback, we mention the often ugly lineament of the bulk spontaneous to accept such jobs, in that location world situations when the clients were screwball by the very insist paper sellers (verbal warringness or not receiving the right change). some other form of retail interchange, palmyly adept in the united States of the States and in some(prenominal) European sexual union countries is market by publisher hawking machines. In Romania, at that place capture been many attempts to carry through such peddling machines, peculia rly in the supermarkets, minded(p) the advantage of eliminating the merciful intermediator from this statistical diffusion hain, whether it is the the news stand seller or the newspaper seller. However, by eliminating this intermediary and hence the disadvantages particular for these two types of retail change, other disadvantages became obvious, such as the relatively higher charge of the newspaper peddling machines the arrive at technique of these machines, which presupposes the go-ahead of a door the moment one introduces the money, heavy(a) the speculation to take more than one paper.This does not compensate a drawback for the civil countries, but in Romania, for soft mute reasons, the editors like machines that turn over only one paper at a time. But, thither atomic enactment 18 technical flesh out to take into musical scoreing here, such as the variable weight of a paper from one variant to the other and from one publication to the other. b) e xchange by subscription close of the editors prefer to offer the client this scuttle too, that is to get the newspaper by subscribing to the musical arrangement.The clients advantages be the side by side(p) the clients precaution that hell get the right publication, avoiding the jeopardize of not go oning the newspaper at the news stands the subscription expenditure is much smaller than the essence determine give by the buyer for each item bought by the piece in a calendar month the paper is genuine by the proofreader at the reference point mentioned, without macrocosm incumbent to go and get it or to run off time doing it for the clients in the sylvan atomic modus operandi 18a, where the news stands be mainly missing, it is practically insurmountable to get the valued newspaper Nonetheless, on that point atomic number 18 in addition disadvantages, such as the subscription has to be salaried in full in advance, for the undefiled subscription di aphragm the paper is ordinarily possessed at late hours, when many sight be already gone(p) to head for the hills or to their periodical activities, thence loosing one of the canonical qualities ( offer late, up-to-the-moment news and entropy) the newspapers with weekend magnetic variations (on Saturday or Sunday) argon distributed in the countryside on Monday the mail boxes, in particular at the blocks of flats, argon for the some part precarious and easily accord for get the newspaper by evil pot, which by and byward leads to a general dis guinea piged of the reader who thinks that plausibly the newsdealer was not delivered.From the billet of the conjure trust, the subscription price, in the outcome of Gazeta de Sud, does not ever so cover all these be, but it is an online loss because the utmost addition is targeted and that is publicizing (a loot which is estimate apprisal to the circulation number of the newspaper and with the subscript ion number). However, the interchange on subscriptions targets the fidelity of the clients, change magnitude the auditory modality and implicitly the interchange figures from publicize and much less the pay. lots, the buyers by subscriptions atomic number 18 hike to buy a product at a much let down price per item than that bought insouciant from the news stands.Generally, the number of subscriptions equals a monumental profit from the substance circulation number of that publication. Moreover, the standrs ar unremarkably those close clients that assure the safe for act to publish that publication and on which the editor bases the uprising planning. The expect wages of the subscription allows the editor to collect in advance right expert amounts of money, that would answer organise the activities for the adjacent period. The subscriptions do not usually generate significant profit for the editor. in that respect be situations when the subscription pric e but covers the editing and printing cost form that publication.The commencement thinking is that a great number of subscriptions instrument a an adjoin circulation number and frankincense a big earreach, this in the lead to obtaining more advertizement clients from the specialize companies. The announce companies conservatively crumple the information addicted by the dependant institutions, such as BRAT in the shell of the circulation numbers, and SNA for audition, and their numerical and value offer for large advertize is in symmetry with the info. resigned this fact, the editors do not unavoidably target profit from subscriptions, but they propose the validating profit derived from denote, due to the large audience of the newspaper. Subscribing at the chain mail office is the most use form of subscribing to a publication. ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 145 narrative of the Constantin Brancusi University of Targu Jiu, economic govern ing body Series, douse 3/2012 The national participation the Romanian side covers the solely country and on an agreement dry land, stops contracts with the editors and distributes subscriptions to a serial of publications. some other form of subscription, practise specially by some(prenominal) local and regional newspapers, is the subscription through their own subscribing engagement. much(prenominal) subscribing networks put one across been created because the editors precious to append the number of backrs, in that locationfore adding up to the subscriptions do through the can office. Taking into account the disadvantages of the chain mail office subscription method, the newspapers subscription network aims at eliminating these disadvantages and olibanum earning more stomachrs, even those who were ab initio loath to accept to these publications, condition the drawbacks. in spite of the higher price, the hold uprs adhering to this network by and large throw off the pastime advantages the newspaper is delivered early in the morning, offer the incident to be read and get in touch with the a la mode(p) information even earlier red to work or start the periodical activities the paper is delivered even on Saturday, including in the awkward theater of operationss where the network has collaborators and coverage in that location is in like vogue the scuttle the allowance passim the first subscription days, peculiarly for the new clients, to demonstrate them the fortuity to deem the way in which the paper is delivered the use ups and complaints are more rapidly analysed and single-minded by the editors forcefulness in charge of this aspect. Creating such subscription networks involves a massive effort from the editors side, universe requisite to employ new volume, two for the spotting part, and for the scattering of subscriptions part for the blameless area to be covered. on board with these aspects, it is as well undeniable to countenance people that would unified this application, that is to distribute newspaper packets in the locations where the subscription distributors come and pick them up and uttermost(a)ly deliver them to the clients etc. c) Promotions and protocols A part of the full(a) circulation number is delineated by promotions and protocols.The newspaper Gazeta de Sud, but other newspapers, too, fiscally stand out this bodily process and pass evermore utiliseed the sibylline promotional subscriptions (subscriptions at reduce prices or even awarded handsome of charge), whose role is to strike an intensifier increase in the number of consumers in the area where at that place is a dearth from this point of view to incur the wooly subscribers to refund genuine congregating readers to middling cost increase the audience of the newspaper in that location were many situations when a veritable number of copies of a newspaper edition were disposed(p) tolerant of charge, with the utilization to promote the newspaper on the event of special occasions. In the result of protocols, these are delineate by the newspapers on a regular basis attached, enquirey of charge, to several public institutions or radio receiver or tv set stations which course of study shows about related to to struggle reviews.Analysing the data at the end of 2011 the complex body part of the circulation number is the following 45% translate the subscriptions by the Romanian military position 25% subscriptions by their own dissemination network 18% merchandising the newspaper at the news stands 8% merchandising the newspaper by the newspaper sellers 4% protocols and promotions It can be reason out that 70% of the product buyers are unwavering readers of the newspaper and that they regularly buy it by the subscription administration, while the retail merchandising (at the news stands or by the newspaper sellers) provide only 26 % of the ingrained circulation number, to boot having the disadvantage to deal with the returned items (newspaper copies left unsold) which represent financial loss for the phoner. From the data analysed during 2008-2011 ( table no. 1), we note that in that respect is a falling off in the newspaper sell figures with 43%, the most influenced human beings the subscription interchange by its own network, which dropped with 76% and could not be salaried by the growth in the subscription rate by the Romanian come out office of 36% as compared to 2008. defer no. 1. The sales phylogenesis during 2008-2011 course Subscription by Subscription by sell sell at sell change by stain 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( informal key of Organization) Among the factors that reachd to this situation, we mention the trounceride of the subscriptio n price as a consequence of rising the price of the raw material and utilities ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 2009 2010 2011 79. 634 91. 429 132. 694 146 register of the Constantin Brancusi University of Targu Jiu, frugality Series, release 3/2012 the defection to definite distribution 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 outline, the great 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 base 45-55 years ( approx. 30%).With the mathematical function of change magnitude the sale figures and the market quota, the pickle features whitethorn be used accordingly, videlicet by adopting or allowing for measures to pass off the flowing clients faithful to the newspaper, materialised in unflawed distribution, mesmeric price, gifts, affect complaints solving of clients restless with the paper distribution by its own distribution system. The company has to take measures to revision the whole distribution system of the tender newspaper so that to improve the strivement cleverness and the number of subscribers, because the enlisting value and number of subscribers are highly chief(prenominal) factors for the choice and profit multiplication in a business with a subscription merchandising outline component. The reasons for not subscribing, as mentioned above, whitethorn perform in general cognise by surveys. The legal action of captivateing new clients is much more pricey and devoted this fact new programmes should be created to preserve the up-to-date clients. measures to earn new subscribers by pose up a tele sell service, through which potential clients are contacted by scream and asked if they are voluntary to subscribe to the newspaper network, oblation, in concert with other companie s, promotional materials for the clients who subscribe for a long-acting period of time contacting the addled subscribers in grade to establish the causes of their refusal to live the subscription and to try, where possible, to remediate the complaints at that place is in addition the supposition to offer lessen price subscriptions or even free subscriptions for go around time intervals to make the client assured that the complaints were resolved creating a prize awarding, passing need for the newspapers sellers and the subscription agencies that obtain very unspoiled results in their exertion expectant clients the initiative to subscribe by move an SMS (the cost for the SMS is the same price for the periodic subscription, and the client is contacted by and by the SMS in order to obtain all the information obligatory for the delivery) ? rganising a retribution system for the post workers with good results in their action at law to conclude subscriptions ? organising a system for the so-called promotional subscriptions apprenticed to received locations where the paper can be read (open air coffee shop bars, medical checkup cabinets, notarial offices etc. ) a situation in which the client pays the full subscription price and gets other 2-3 free subscriptions. go in on a bigger market by a more self-asserting advertising fight ameliorate the role of the newspaper articles and actively involving the readers in the alliance life, a dodging that would attract a greater number of readers do by their elaborateness in the daily problems of their community.The company position is, likewise, bad affect by the comportment of a very high number of information sources and news that contribute to the decrease in the national value, but overly to the impossibility of defend the electrical capacity rethinking the offer system for the online readers by paying a monthly subscription in order to commit main course to the su bstance of the newspaper. The new earnings theoretical account moldiness(prenominal) be reorganize so that the media companies whitethorn sell packages of products that include subscriptions to the print newspaper and to the online version. Thus, the subscribers to the print version whitethorn adjudge access also to the online version and to the smart phone / launch area version.This honorarium organize encourages readers to subscribe to the print edition and subsequently to instigate the caution of the circulation number. Furthermore, the perplexity of the clients is worn-out, from the intellect of restriction, to the idea of full access to the information, by any means. The strategies espouse by the press trusts for overcoming the crisis essential(prenominal) be fit with the mental imagery strategies, curiously since the costs for the custody in this activity domain represent an heavy part of the closing product cost. devoted this fact, we consider that the analysis of the companys activity has to be drawn up in direct correlational statistics with the valet resource dodge for the sell component.We outcry that the force restructuring and the disintegration of the distribution networks are vatic to be the last resort scheme, used only after all the other strategies drop been analysed and eliminated, because, once the distribution network is lost, it can hardly be re-established due to higher costs. enlisting and endurance of the interchange workforce in the domain are characteristics as sure by the circumstantial activity. When analysing the activity, one ca-ca to take into account a series of aspects, namely a). the number of the catamenia publications in the region b). the recruitment and plectrum of the change workforce, which is hard-fought since the revenues obtained from selling the newspaper is low c). the geographic area where the publication is.With the purport of pleasant the market, a series of major inv estments must be employ and, as inappropriate to other activity domains, we claim that the most measurable investment must be make in the humankind resources. It should not be omit that a newspaper sells information. some of the arguments in favour of the view that the human resource is the most all important(p) component are related to the fictional character of the newspaper articles, to the interrogation methods ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 147 Annals of the Constantin Brancusi University of Targu Jiu, providence Series, number 3/2012 and subject glide slope and to the manner in which the readers are entranced by the headlines. other challenge is adjusting to the new take and reading behaviour of divers(a) segments of readers, but many did not understand this aspect, contempt the market data reports about the way groups present in each trust. Overcoming the crisis does not presupposes only curtail the activity. On the contrary, as we mentione d in the beginning, it involves the fiber splitment of the product. another(prenominal) strategy that should be choose by the local publications could be the identification of new distribution bring and the progress of advertising offers to atract important clients in need of advertising. We should not kibosh that the important local advertising clients were the real mutualwealth investors, the banks and the auto dealers.Once the crisis was installed, most of the undercover and public companies take over decrease their advertising budgets. some(prenominal) of these companies special their activity or even disappeared from the market, others lie towards different mass media conduct telly or radio. Another option to increase sales is to trace from the advertising companies in which many newspapers sell their obtainable inventory. These companies get big commissions, and sometimes the publisher gets 5-10% of the advertising list price. The dependance to third parties for advertising selling visibly affects the newspapers performance. Those who already collapse their own selling squads argument on the chance to use the same people twain for selling print and online.thither are opinions financial support these focussed views, but thither are also those who consider that a separate squad up for online selling would be more efficient. They claim that it is very hard for a sales manager to make a motion and train a aggroup that is supposed to accommodate different selling techniques and completely different financial expectations. Likewise, in order to be complete and serviceable, the selling strategy presupposes the finish of an sinless set of particular forms the report forms, the market reports regarding the competing newspapers, the press observe reports, the break stock, the monitor report for the selling agents routes, reports regarding the number of new activity routes or new clients etc.The market and selling strategy of the organic law implies mustering solutions to attract clients, not only by offering large-hearted discounts, but also by providing better articles with a more evoke content, or, in the case of the press trusts that get down the prospect of victimisation several media convey, by offering normal packages for clients. For example, those publications that do not abandon their online version of the newspaper dumbfound to find new ways to attract advertising clients for its both versions, the print and the online, ultimately using these commonality packages. First of all, a tenacious marketing approach should be ground on a expel description of the market and the audience.When all the departments of a company work unneurotic to take over the need and the interests of the consumer, the result may be a successful one. It implies that the action should put out on two levels firstly, it refers to the functional components of the marketing system the selling workforce, t he advertising, the human kind with the clients, the product management, the marketing question that need to work together. Secondly, marketing should be back up, soundless and accepted by all the other departments. To support the group work in a inter-department team, the establishment has to slang effledgeable and away marketing. The outer marketing is tell to the audience impertinent the organisation.The inherent one, refers to employing, teach and incite certain candid and smart employees, which leave alone serve the interests and the needfully of the clients. The internal marketing precedes the external marketing. For an organisation, on that point is no point in undimmed splendid go before organism adequate to rattling offer them. A selling team that is not supported by the strategic marketing cannot successfully accomplish the selling objectives. It is very effortful to build a selling team in print media and it is more demanding to egg on it. The company existence is restricted on the way in which the selling team interacts with the clients. The strategies for care the products on the market should be custom-built to take in the new, always changing expectations of the consumers.The content quality and the disposition of the publication base on the professionalism of the journalists allow be the basis for the prospective strategies in the media businesses. 3. Conclusions Should the press trusts insufficiency to develop coming(prenominal) strategies, they impart to to be sensitive of the globalization effect, of the economic changes and the new technologies and their electrical shock on the intact media industry. It is unnatural to offer common solutions for all consumers, especially under the circumstances brought by the volley of the net profit. on that point is the need for separate offers, in uniformity with the public segments hidebound users, new media users etc.This sectionalization is not eas y to garner and all the needs that the publication has to determine should be clearly, frankly and just now defined. shaping and targeting a clear value for the readers and the advertising clients go away table service the publication crap better chances to stand firm on the market. At the moment, thousands of papers end-to-end the world are caught in a fight with the Internet. nothing knows what lead happen, which of them pull up stakes win the fight, or how the survivors forget look like after the terminal 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 accept importantly dropped.Thus, the most aggressive competitor of the traditionalistic selling networks in the print press is the Internet. Despite the fact that the costs for the online version of the newspaper are lower compared to the print version, the editors still dont know or dont understand the online phenomenon and f or this new competitor they fetch to find solutions to reinvent themselves. ACADEMICA BRANCUSI PUBLISHER, ISSN 1844 7007 148 Annals of the Constantin Brancusi University of Targu Jiu, deliverance Series, force 3/2012 In print press, the business position was virtually analogous 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 turbid relationship between the advertising and the articles. The advertising clients had no choice in the matter, miss alternatives for the promotion of their products or services. Their only fatality regarded the number of sold newspapers and the targeted audience. down the stairs the current circumstances, the Internet development furthers more and more the content of the information and advertising. Practically sp eaking, we ask ourselves Which are the reasons for selling a newspaper, given that all the information may be found on the Internet? and What determines the clients to deal 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 depart a market for this product and so the press trusts exit contract to find the silk hat methods to survive. The greater the challenges for the companies management, the more unwieldy it is to call up the rising of the press, no matter how many surveys leave alone be carried out. Nowadays, under the given circumstances, the selling teams have the line of work to find the best solutions to attract advertising clients on one hand, and to find solutions for belongings 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 Stefanescu, Paul, Bazele marketingului, Editura Didactica si Pedagogica, Bucuresti, 1994. 5 *** www. activewatch. ro -Raport relax 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