Newspaper

Management

The newspapers have been

transformed, particularly in recent
decades, by the sociological, economic
& technological changes that have
touched all other human enterprise

But what remains unchanged is the

obligation of newspaper towards the
society

Function of a newspaper
To

Inform
To Instruct
To Entertain

Information:
By way of news
presentation
Entertainment:
Every newspaper must
know what form of
entertainment pleases
most of its readers for
greater part of the time

Instruction:
Articles, editorials,
columns, features
The leader writer
today may not have
the same influence on
the reader like earlier
And the readers may
not follow the views of
the leaders as the
gospel
But it enables the
readers to adjust his
ideas

Attitude towards the readers

Newspapers

depend on readers for its

very existence

Circulation

is fundamental

Advertisement

brings revenue, but

circulation brings life

More

circulation means more ad and

more ads leads to more revenue

 However,

for small & medium newspapers

circulation is still the life blood

Therefore,

it is the fact that the

newspaper publication is founded on
readership & the social, economic &
political function of a newspaper are
performed solely for the benefit of the
readers

So

the readers have the power to make it

or break it

 Therefore

newspapers never let their

circulation dip & try every possible
means to appease & remain accepted
in the competitive environment

It

must thrive to maintain good

standard of journalism

It

must aim to provide daily or

periodical supply of news-all the news

Importance of
Management

Management makes the human efforts in

a newspaper organisation more
productive

The inputs of labour, capital and raw

material do not by themselves ensure
growth but requires the catalyst of
management to maximize the result

The success of a newspaper organization

is determined by the effectiveness of its
management

 Howsoever

sound & credible the

journalistic product of a newspaper
organisation may be, it can not
succeed without professional
management.

The

managerial functions of
planning, organisation, co-ordination,
motivation & control must be
performed effectively & purposefully

 The

activities in the editorial,

advertising, stores, printing, personnel,
accounts and other departments have to
be planned, organised, motivated, coordinated and controlled properly.

If

all these areas are not taken care of

the publication of the newspaper may
fail, even though the journalistic product
has good relation with the public.

Why media should be

managed?
1.Marketing is the name of the game
2.Competition within one media vehicle
3.Professionalism was needed
4.The State needed the media to serve the
society

Marketing is the name of

the game
In

seventies media entered the mass

market

Today

it is recognized as one of the

most effective market forces.

Therefore

requires effective
management.

Competition within one

media vehicle

The no of competitors rose in the press, TV,

radio, internet & other media forms

All vied for more readers attention

Media survive on revenue generated from

ads of the business firms. More ads, more
revenue

So proper management is required to

handle manifold activities.

Professionalism was
needed

Rising

income levels of people &

globalization resulted in people
demanding for quality media products.

Better

ads, programmes, newsetc.

were required to hold peoples
attention.

So

in order to meet the quality

challenge professionals, men & women
were required to manage the situation

The State needed the media to

serve the society

The State owned media had to be

managed with a pious objective in view

This requires professional media

management and application of avantgarde techniques

Even though media is privatised today,

still the impact of the state run media
over common people can not be ignored

In todays situation.
More

inter-media & intra-media

competition

Media

has to cater to the global audience

So

demands more professionalism &

aggressiveness in management

If

financial resources are managed &

utilised properly, newspaper publishing
may be a profitable activity.

 The

role of the media in societal context

has been highlighted in many countries

Social

responsibility first,
commercialism later-is the mantra
today

Therefore

a manager is trying to learn

the tenets of journalism & a journo is
trying to learn the intricacies of
management.