Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Issue 3/2012
THE DISTRIBUTION NETWORK DEVELOPEMENT IN PRINT MEDIA Assoc. Lect. Loredana Iordache Ph.D University of Craiova firstname.lastname@example.org Lect. Radu Criveanu Ph. D University of Craiova email@example.com Assoc. Prof. Cernăianu Nicolae Ph. D Titu Maiorescu University, Bucharest firstname.lastname@example.org Abstract: In this article, we identify the characteristics of the distribution networks in print media and the features of marketing in mass media, emphasising the attempts initiated by the press in the context of the financial crisis. The research was conducted through a case study on regional newspaper,, Gazeta de Sud'' The main problems analyzed were decreasing newspaper circulation and advertising. The research taken into account trends and developments worldwide print media as well as print media particularities of Romania, with a focus on identifying factors that contributed to the closure of a significant number of newspapers, or their transition from printed version online format. The paper is mainly focused on some practical issues related to the way of organizing the print media sales networks, the authors elaborating proposals for the implementation of certain measures to increase the circulation, on the one hand, and on the hand, to increase the sale of ad space in the newspaper. Compared with other products, the newspaper has unique characteristics caused by daily changing content, and therefore the product itself. Having a highly perishable, the content of media products should always seen in relation to time, which requires more rapid distribution and continuous production.
Key words: distribution networks, advertising, marketing strategies, print media JEL Code: L11,L22,M37 Introduction: The way in which the economic crisis has influenced the distribution policies differs from one company to another and from one activity domain to another. In order to understand the application procedure of the distribution policy at the level of the media institutions, it is necessary to clarify the content of the media products and of the specific elements that favors or limit the application of marketing concepts, methods and techniques. One of the main characteristics of the media selling network is the fact that it generates profit, not only by an increase in the number of sold newspapers, but also by an increase in the number of readers, which determines a growth in the newspaper space sold for advertising. Fixing the selling price of ad space depends on several criteria mainly related to audience size and its socio-economic profile. Advertising buyers invest in newspaper ad space in terms of achieving a certain number of users or buyers (Bertand, 2001). Type of distribution networks is different from one country to another depending on a number of features. Thus in France and Italy press is bought mainly from newsstands, in Sweden is generalized newspapers home delivery while in U.S. besides newspapers home delivery are mainly used newspapers vending machines. The study analyzes the current situation of media products market with special emphasis on the print media in Romania and proposes a series of measures for development and improvement of distribution networks. The importance given to this activity consists in the need for information on the paper available to the readers. 1. Current trends in print media The economic crisis caused a serious decline in the print media circulation, contributing to a great extent to the dissolution of many important papers, a part of which can only be found online. The print media industry finds itself in a critical moment. In the last few years, the media institutions have tried to develop online products and to find new income sources to provide for the transition from the printed paper to the digital one. Although the access to the Internet is continuously growing, the value of the...
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„ACADEMICA BRÂNCUŞI” PUBLISHER, ISSN 1844 – 7007
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