IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

Strategii de diferentiere pentru produsele de presa generaliste
[Positioning strategies for mainstream newspapers]

Listed author(s):
  • Radu, Raluca Nicoleta
Registered author(s):

    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).

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    File Function: original version
    Download Restriction: no

    Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 40620.

    in new window

    Date of creation: 2006
    Publication status: Published in Revista Romana de Jurnalism si Comunicare/ Romanian Journal of Journalism and Communication 2-3.1(2006): pp. 75-82
    Handle: RePEc:pra:mprapa:40620
    Contact details of provider: Postal:
    Ludwigstraße 33, D-80539 Munich, Germany

    Phone: +49-(0)89-2180-2459
    Fax: +49-(0)89-2180-992459
    Web page:

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:40620. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Joachim Winter)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.