Strategii de diferentiere pentru produsele de presa generaliste

Positioning strategies for mainstream newspapers

Raluca Nicoleta Radu

MPRA Paper from University Library of Munich, Germany

Abstract: The unique selling proposition - UPS - is “an unique advantage proposed by a product, that the company promotes aggressively and constantly on the market. This advantage usually reflects the superior functionality of the product: superior quality, best services, lowest price, most advanced technology” (Kotler et al., 2000, p. 1107). Newsrooms may differentiate the media products both by form and by content, to enter the logic of UPS. A study (Lazãr et al., 2005) on the informative and opinion materials about Romania’s accession to the European structures, that appeared in 2005 in the Romanian central popular, quality popular or quality newspapers, showed that the journalists’ dependence on official sources leads to a homogenized information in the media, as analyzed on newsworthiness items. Nevertheless, the readers feel there are important differences among publications, and this article will try to identify the source of these differences, using discourse analysis tools. The study is focused on the front page titles of May, 8, 2006, of Adevarul, Cotidianul, Evenimentul zilei, Jurnalul National, Gandul, Libertatea and Ziua. The differences are studied on the style level (the way information is transmitted) and on the ideological level (what it is said about). The study also tries to identify if these differences have a motivation that can be pinpointed(if there is an UPS).

Keywords: unique selling proposition; newspapers; style; Romania (search for similar items in EconPapers)
JEL-codes: A13 L82 M31 (search for similar items in EconPapers)
Date: 2006
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Revista Romana de Jurnalism si Comunicare/ Romanian Journal of Journalism and Communication 2-3.1(2006): pp. 75-82

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/40620/1/MPRA_paper_40620.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:40620

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().