Beruflich Dokumente
Kultur Dokumente
RESEARCH PAPER ON
ROMANIAN NEWSPAPER
By:
TIAN RUI
THEODOROPOULOU DIA
TZILIOU CHARIS-ARTEMIS
SAAKIAN LOUSINE
NOVEMBER 21 2007
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TABLE OF CONTENTS
Executive Summary.................................3
Market Analysis.......................................4
EXECUTIVE SUMMARY
In this paper you can find a strategic plan, for the creation of new
newspaper in Romania. We will start our project by presenting you a
market analysis of Romania’s media market.
MARKET ANALYSIS
In the economy, the Romanian real estate market prices have soared by up
to 35%. Business travel has growth by 36%, and there is increasing demand for
hotels, industrial parks and malls. Romania now has an economy because of its
ease of doing businesses and because it is more flexible than some of its
immediate neighbors.
Furthermore, the legal market with the recent opening of Clifford Chance’s
office in association with the local firm Badea & Asociatii in June 2006 shows the
increased importance of the market for international firms. There is a growing
trend foe small to medium sized firms to consolidate into larger firms or at least
become associated with them. As a result, the legal market becoming more
consolidated.
According to the mentioned source, 2005 was the year the market crossed
the 1% of entire market limit. The biggest and most popular portals are
kappa.ro (belonging to the Astral network), Romanian Online (associated with
another big ISP, PCNet), Bumerang (a news portal), Apropo, Home.ro and
Portal.ro . From these, those who have journalistic content are Romanian
Online, Bumerang and Apropo. According to the Traffic.ro, the most popular new
and media sites in July 2004 were Evenimentul Zilei Online, Gazeta Sporturilor
Online, Prosport.com, Libertatea.com and Ziare.com (a directory of Romanian
online media). According to the unique visitors, the highest volume
independents are Clubbafaceri.ro (Medianet), Neogen.ro (Neogen), Roportal.ro
(Reportal SLR) and Acasa.ro (Vodanet Media). Another independent site is
HotNews.ro ( HotNews SLR), which is news site followed by several sports and
tabloid sites belonging to big classic media groups.
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In the TV market the highest share “belongs” to the first TV station, which is
public, TVR1 (16,8), and two commercial TV stations, Pro TV (15,8%), and
Antena 1 (13.6%), according to TNS-AGB data for national, whole day, provided
by Antena 1. Pro TV is the first successful commercial TV station in Romania,
launched on the 1st of December 1995. In addition, ProTV and Antena 1 have
more viewers in the cities than the public television. The launch of Antena 2,
Kanal D and Romantica indicates that on the Romanian Tv market interesting
events keep happening in terms of niche. The stations which belong to big
media owners are: Kiss TV, Minimax, MTV Ro, OTV, TVR Cultural, National
Geograph, TV Sport, Cinema, Favorati TV, Antena 3, Eurofiria, ETNO, Sport
Club, Kanal D and Eurosport. Finally, the broadcasts niches in Romania have
started to gain more and more viewers in spite of the fact that in the past it
hasn’t got a big rate of viewership.
The Romanian ABC posted on its site the circulation figures corresponding to
11 daily newspapers (general interest, sports, financial), for July – September
2006. According to the data, the total sold circulation of the 11 titles has
decreased from 754.156 copies to 703.148, or by 6.7%, compared to January-
June 2006. The highest decrease belongs to the newspaper on the 2nd place
(expecting the newspapers),’Jurnalul National’, which sales went down 23.3%,
due to the absence of massive promotions (the so- called Dacia Logan car
campaigns)in the audited period. The highest increase in sold circulation,
61,9%, belongs to ‘Averea’, recently taken over by Dinu Patriciu, a controversial
Romanian oil mogul. The total market of the Romanian national newspapers
rises to 950.000 copies, according to the latest figures from the Romanian ABC.
4 of the 6 greatest circulation newspapers belong to Ringier Romania, while the
other two owned by Intact (Dan Vioculescu). Libertatea sells 270.000 copies and
has a market share of 28%, including free, sports and business or 43% on the
purely general interest, sold at newsstands dailies. According to their sold
circulation and to other characteristics, the newspapers in Romania market could
be divided into three categories: sexy young-mature, a mid life crisis and
agonizing dwarves. In the box below you can find the variations of the main
daily newspapers (Autumn 2006).
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The daily newspaper market in 2006 changed compared to 2005. The launch
of a free of charge daily newspaper, and the dramatic change to the editorial
team and ownership gave the daily printed press a fall of 7%. The 7% is the
average number of the sold copies fell by 57.901 copies, from an average of
820.190 in 2005 to 762.298 in 2006. ‘ Ziarul financiar’ is a newspaper which is
started by one of the biggest Romanian media groups, Media Pro in 1998 and it
has been a model for ‘Business Standard’.
We believe that Romania needs a newspaper that will be different from the
others. There are many daily newspapers in Romania and we suggest the
creation of a weekly newspaper.
For all the newspapers and magazines is very important the coverage in order
to attract reader attention. The coverage is the mirror of the newspaper and
that’s why we decided to include in our coverage, highlights of the most
interesting news of the week, especially political and economical news, with
colorful pictures and texts. The title of the newspaper, the date, the edition and
the cost will be on the top of the coverage. In the middle we will include the
highlights of the news and in the left and right side we will put small parts from
interviews and small advertisements. As we mentioned above our newspaper
will be 12 pages. Below you can find the structure of the newspaper.
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Pages 2-3: In the first two pages we will include the editorial and political
news which concern all the citizens. The second page will include political news
and the third page on its top will have political news from Europe and in its
bottom political news from around the world.
Pages 4-5: In the next two pages we will focus on the economy. The economy
of Romania has grown the last years and more Romanians are interesting about
the economy of the country, of Europe and from all around the world. On fourth
page we will include news concerning the economy of Romania and on the fifth
page we will include economy news concerning Europe and in the bottom
economy news from all around the world.
Pages 6-7: On the pages 6 to 7 we will include information about social news
and events from the week. This part of the newspaper will have light content
that readers will enjoy and escape from the ordinary routine.
Page 8: This page will include athletic news from Romania and from Europe.
On the top of the page we will have the athletic news from Romania and in the
bottom news from Europe.
Page 9: In this page the reader can find information about the weather can
also find a recipe of one traditional and one European food and in the bottom of
the page we will include games.
Page 10: In this section we will inform the readers about the social events,
such as concerts, exhibitions, and about the cinemas and theatres program.
Page 11: On the 11th page the reader will have the opportunity to be informed
about beautiful places in Romania where he/she can go for a trip. We will also
include tourist offices offers for the newspaper’s readers, and advertisements
about products or services which can be interesting for the reader.
Page 12: On the last page we will have an interview of a special man or
woman from the social world. It might be a politician, a well known business
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man, an artist or an athlete, who will answer to questions which will be related
to week’s news.
This newspaper will be different from the others due to its different structure
and different content. It is not addressed to a niche audience; it will include
many sections that will concern people with different preferences. It will be
pleasant for the reader because the content of the news will be reliable and
valid.
NEWSPAPER PROMOTION
In order to raise our sales and make our newspaper successful we have to plan
a strategic plan, using some promoting tools in order to achieve our goal. Below
you can find all the tools which we decided to use such as advertising methods
and Internet.
Promotion
• Better packaging
• More excitement
• A fresh, contemporary look
• Reflect the community
Although most of today’s newspaper ads are aimed at consumers, many of the
mercantile press ads tried to sell goods to other businesspeople, often for use in
their businesses. Advertising is a form of promotion. Promotion involves all the
ways of gaining attention for a company, product, or service.
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Marketing experts divide the marketing process into four elements: product,
price, place, and promotion. To market a product successfully, companies must
start with a good product, price it correctly, place it well, and promote it,
advertising is interrelated with other aspects of marketing, advertising cannot sell
an inferior product for long, and advertising cannot convince most adults to buy
overpriced, low-quality services and products.
The newspapers have to keep a good relationship with bookstore and shopping
mall. Our newspaper will often offer products such as books, CDs, and posters.
Most of the people like such offers because the products are attractively priced
and packaged. These activities improved the newspaper’s image. Free CD/DVD
and discount card will attract to the younger reader and women.
Even though the member of news sites grows rapidly, the long-term nature of
newspapers’ profit even as the number of hits and visits grows,
Newspapers gravitate to the Web because they have to protect their businesses.
Web advertising has grown, exceeding $3 billion in 1999.the first few years of
online newspaper publishing revealed three important observations about the
future of electronic newspaper; First, most newspapers must provide their news
and information for free. One study found that only a small percentage of current
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readers would pay to access newspapers online. Second, the advertising battle on
the Web will centre first on classified advertising.
The third observation concerns content. Newspapers have a lot of news and
information produced for the print version that can be put on the Web, but they
have to do more than simply show the text from the print version on the Internet.
The features and types of information that generate advertising revenue and
reader interest will likely vary from community to community.