Newspaper Management Strategies
Contents: Preface. 1. Criticisms of strategic management. 2. Information system and strategic management. 3. Newspaper advertising and organization. 4. Types and principles of circulation management. 5. General and retail advertising. 6. Viewpoints of advertising structure. 7. Importance of classified advertising. 8. Kinds of newspaper promotion. Bibliography. Index.
Many readers, in fact, have too limited a conception of even the editorial department. As a rule, the business aspects of publishing are beyond their ken, except in a vague and general way. For newspapermen and public alike, it is important that the newspaper should be viewed as a whole. The day is past when the editorial department is sufficient unto itself, or when the advertising department can be conducted without regard for the circulation or production departments.
There are no longer separate watertight compartments in the scheme of newspaper organization and management, if, indeed, there ever really were. What has been attempted here is an analysis and appraisal of the functions and workings of the daily newspaper other than editorial. (jacket)
Many readers, in fact, have too limited a conception of even the editorial department. As a rule, the business aspects of publishing are beyond their ken, except in a vague and general way. For newspapermen and public alike, it is important that the newspaper should be viewed as a whole. The day is past when the editorial department is sufficient unto itself, or when the advertising department can be conducted without regard for the circulation or production departments.
There are no longer separate watertight compartments in the scheme of newspaper organization and management, if, indeed, there ever really were. What has been attempted here is an analysis and appraisal of the functions and workings of the daily newspaper other than editorial. (jacket)
