期刊名称：Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie
印刷版ISSN：1844-7007
出版年度：2012
期号：3
页码：141-149
语种：English
出版社：Academica Brâncuşi
摘要：In this article,we identify the characteristics of the distribution networks in print media and the features of marketing in mass media,emphasising the attempts initiated by the press in the context of the financial crisis.The research was conducted through a case study on regional newspaper,,Gazeta de Sud'' The main problems analyzed were decreasing newspaper circulation and advertising.The research taken into account trends and developments worldwide print media as well as print media particularities of Romania,with a focus on identifying factors that contributed to the closure of a significant number of newspapers,or their transition from printed version online format.The paper is mainly focused on some practical issues related to the way of organizing the print media sales networks,the authors elaborating proposals for the implementation of certain measures to increase the circulation,on the one hand,and on the hand,to increase the sale of ad space in the newspaper.Compared with other products,the newspaper has unique characteristics caused by daily changing content,and therefore the product itself.Having a highly perishable,the content of media products should always seen in relation to time,which requires more rapid distribution and continuous production.
关键词：distribution networks;advertising;marketing strategies;print media
