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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

Actual Title Proposal.................................8

Promoting the Newspaper.........................10


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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.

In this section, there is information about all Romania newspapers,


Romanians favorite Internet sites, the television background, channels
shares and an analysis of each newspaper.

In the second part, there is a detailed analysis of our newspaper’s title,


structure and content. And in the third part there are stated suggestions
about how we will attract reader’s interest so they will buy our
newspaper.
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MARKET ANALYSIS

Romania which is located in the Southeastern Europe, bordering the Black


sea, between Bulgaria and Ukraine, emerged in 2000 from a publishing three-
year recession thanks to strong demand in Europe export markets. Despite the
global slowdown in 2001-2002, strong activities that Romanian people were
started to in construction, agriculture and consumption have kept GDP above
4%. The economy grew at 6.4% in 2006, the strongest growth in the last
decade. Romania joined the European Union on 1st of January 2007, and the
country started the preparation for Europe accession in order to have great
impact in the businesses and expansion plans in Romanian media companies.

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.

The population of Romania, which had estimated on July 2007, is 22.267.056


people. Due to them, there is an increasing improvement on media companies
due to the big amount of internet users, television viewers and newspaper
readers.
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THE MEDIA MARKET

Romanian’s most used web audience measurement system, announced that


in the month of October, and counted over 7 million Romanian users, from 5.79
million in May 2006, and 4.3 million the year before. However, according to the
Traffic.ro press release, the users who have access in Romanian sites from
Romania were 3.593.507 between February 25 and March 4. Those people can
have access from home, from the office, from school and from the internet
cafes. The Romanian Internet advertising market is estimated in 2007 at 8.4
million euros net, according to “Internet Advertising 2007” forecast ARBO media
(RO), which is the most important Internet advertising broker. The Internet
advertising expenditures grew during the last years in Romania. 2006 was 5.5
million euros, while 2005 had been only 2.5 million.

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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Newspaper July- Sept Jan-Jun % Variation


Libertatea 246.572 270.428 - 8,8
Pro sport 74.482 76.171 -2,2
Gazeta Sporturilor 71.360 72.427 -1,5
Jurnalul national 69.796 90.985 -23,3
Evenimentul zilei 65.861 71.291 -7,6
Romania libera 56.295 57.794 -2,6
Gandul 28.813 34.198 -15,7
Averea 26.705 22.912 +61,9
Ziarul 23.678 25.335 +4,7
Adevarul 22.847 25.335 -9,8
Ziarul financiar 16.703 16.119 +6,7
TOTAL 703.148 754.156 -6,7

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’.

The first free newspaper launched in Romania was ‘Compact’ which


distributed 147.500 copies in average in the first two months after launch. The
‘Ziua’ newspaper has been re launched on November 2006, with a new graphic
design. According to some information on the market, the editorial tem gave an
emphasis on the investigation and politics section of the newspaper. Is one of
the successful Romanian newspapers in the nineties, but has entered a twilight
zone during the summer of 2005.
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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.

ACTUAL TITLE PROPOSAL

The newspaper will be named ‘ALT’ which means different. We decided, to


give this name to the newspaper because we want our readers to know that this
newspaper is going to be different from all other newspapers in the market. As
we mentioned above it will be a weekly edition because in the Romania market
there are a lot of daily newspapers. We are suggesting a Romanian and an
English version due to the entrance of Romania in the European Union and their
increase of tourism. The size of the newspapers will be something between
normal and small, so it will be easy for the readers to carry out and to read. The
pages of the newspapers will be 12 and it will be separated in many sections.
The pages will be white with black font and with a lot of colorful pictures, that
will be pleasant for the reader.

THE STRUCTURE OF THE 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

In fact, the newspaper sales refer to the newspaper readers of a series of


information transmission newspaper publicity and persuade activities. Through
these activities we help readers to understand newspaper's style and
characteristics, to attract their attention, arouse their interest and inspire their
desire and the purchase of the purchase, in order to achieve the purpose of
increasing circulation. Newspapers promotions can be divided into the basic
method advertising (Advertising), the marketing staff (Personal Selling), sales
promotion (Sales Promotion) and public information (Publicity), four categories.
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The goal is to sell more newspapers is as simple as that:

• Better packaging
• More excitement
• A fresh, contemporary look
• Reflect the community

In-Newspaper Promotion: Advertising

In-newspaper advertisements we try to sell all types of print newspaper


advertising, including display, classified, special sections, and others. Firstly, the
advertising Marketing Situation Survey developed forms of advertising.
Advertising is a key part of the sales process. Advertising permeates the social
and culture fabric of the nation. It clearly influences how we dress, eat, and even
think, but advertising comes from biased sources, some consumers see
advertising as an effort to trick them into buying what they do not need.
Advertising usually tries to sell products, such as soda, and services, such as
health care. However, some ads try to promote ideas. All ads share the goal of
trying to influence people in some way. Advertising is most prominent in a free
market economy. For example, more than $12 billion is spent on advertising
every in the UK, quite a phenomenal amount, advertising can be in attract to the
reader.

Newspaper advertisement is a huge market .A lot of readers would like to have


a look at advertisements and some information of employment on the
newspapers. Newspaper advertisement should have good printing and designs.

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.

Free CD/DVD, books, discount card

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.

THE ONLINE VERSION OF THE NEWSPAPER

Consumers have accessed newspaper using commercial online services.


Despite the staid image of newspapers, the companies that own newspapers fight
for readers and advertisers every day on an electronic battlefield.

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.

Attract young readers

Young readers have not deserted newspapers entirely. Almost 70 percent of


teenagers look at a newspaper at least once during the week, and more than 60
percent believe newspapers carry information useful to them in their daily lives.
How ever, newspapers ranked behind television and radio, but above the Internet,
in amount of use. Content is the key to attract young readers. Newspapers use
market research to help them identify what content readers want. The news and
information must be prepared and delivered in format appearing to younger
readers. Young readers create trends. Is very important to have young readers in
your audience and make your newspaper a trend.

This is an indication of what needs to be done in order to make a new


newspaper successful and attractive to the readers.
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