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MEDIA MANAGEMENT STARTING OF A NEWSPAPER The importance of this function arises from the fact that it states how the goals of the newspaper organization are to be accomplished. The planning function has to be given increasing attention as newspaper organizations have grown in size and complexity. Planning is a key managerial function which enables the newspaper organization to cope with a complex, dynamic and every changing environment.. Planning is thus a pre requisite to good newspaper management. In a newspaper organization, planning should be comprehensive and include the following. - Production Planning - Editorial Planning - Marketing Planning Financial Planning - Human Resource Planning - Planning regarding organizational set up (a) Production Planning : Planning regarding printing of newspaper, installation of machines, layout of plant, printing procedure, schedule, loading and other matters relating to printing. (b) Editorial Planning : Planning regarding collection and editing of news, its presentation, newspaper layout and arrangement of news, co-ordination of news with advertisements, desk functions etc. ('c) Marketing Planning : Planning involving strategies regarding the newspaper as a product, its price, promotion and distribution. (d) Financial Planning : Planning about capital requirements, sources of collecting capital, surpluses and resources, return on investment, administration of capital and budget estimates. (e) Human Resource Planning : Assessing human resource requirements to ensure that the newspaper organization has the right number and kinds of people, at the right places, at the right time, capable of effectively and efficiently completing those tasks that will help the organization achieve its overall objectives. (f) Planning regarding organizational set up : (Line, on line and staff or functional), delegation of authority, decentralization, motivational methods, controlling system etc.

Planning in a newspaper organization involves determination of :a) Goals or objectives – overall and departmental d) Methods e) Rules of work

b) Policies f) Budget

c) Procedures g) Strategies and programmes

The newspaper management must be aware of the planning process. The following process may be followed in planning: a) Being aware of opportunity b) Establishment of goals c) Establishing planning premises d) Identifying alternative course of action e) Comparing alternatives f) Selecting alternatives (a course of action) g) Formulating derivative plans. h) Making plans by budgeting and follow up. The job functions of employees in the newspaper organization are divided among them and combined in logical ways. Employees with related functions usually share a common work area and constitute a work unit. Departments are therefore constituted.

STRUCTURE OF A NEWS PAPER ORGANIZATION AND ITS OPERATIONS. The main departments in a newspaper organization and their main functions are briefly noted below. 1. Editorial Department: This department is headed by the Editor who is responsible for - Collection of news. - Selection of news and features UG VI Sem Journalism: Bangalore University – Media Management – Notes Compiled by Fr Jijo Jose Manjackal MSFS

- Editing of news and features - Interpretation of news The editor of the newspaper alone cannot handle the editing work and is therefore assisted by Chief correspondent, Resident editors, Managing Editors Dy. Editors, Asst. Editors, News Editor (Night and day), SubEditors and other functionaries like photographers, cartoonists, feature writers and reviewers. Various types of correspondents are engaged in collection and supply of news to the newspaper's Editorial department. 2. Advertising Department : Advertising is the major source of revenue fro a newspaper. As such, the work of collection and publication of advertisements becomes crucial in a newspaper organization. The Advertising department looks after this work. There can be several sections in this department one to look after local advertising, one for classified ads, one for general / national advertising, one for legal advertising and yet another one for preparing copy and so on. 3. Circulation Department : As circulation is the life blood of a newspaper, this department assumes great importance. The main responsibilities of the circulation department are - Selling the newspaper - Delivering it - Collection from subscribers. 4. Printing Department : It looks after all the work of printing including installation of machines, plant layout, composing, processing, loading, scheduling, maintenance of machines etc. 5. Administrative Department : This department looks after the general administrative work pertaining to personnel their selection, training, promotion, allotment of work, maintaining leave record, liaison with government departments, general facilities and all such work that facilitates working of other departments. In the absence of a separate legal department the administrative department also handles the work pertaining to legal matters. 6. Accounting Department : Quite evidently, this department looks after all the accounting work like maintaining books of accounts, preparing balance sheet and other financial statements, payment, receipt, preparation of budget, financial planning, cost control etc. 7. Stores Department : It is charged with the responsibility of proper storage of raw material (newsprint) and other materials used in the newspaper office. Big newspaper establishments also maintain separate departments for personnel, legal and public relation matters. The personnel department looks after the work of manpower planning and all personnel functions from hiring to firing (selection, training, placements, promotion, compensation, employee welfare, performance appraisal, personnel research, retirement, personnel policy formulations etc). in many cases, these functions are carried out by the administrative department. The legal issues are handled by the law department. The work of maintaining public relations is of the public relations department. On account of intense competition, promotion of mews paper has become significant. Truly, newspapers urge others to advertise but seldom make use of advertising and other promotional methods for themselves. In the recent past, however, newspapers have realized the usefulness of a promotion department to look after this work. Big dailies also have a data processing department to carry out data processing functions. Such as department is manned by a data processing manager, computer supervisors, computer operator, key punch supervisor, programmer, systems analysts and control clerk.

PRINCIPLES OF NEWSPAPER BUSINESS Management is an extremely important function in every organization. It is through effective application of management principles and techniques that an organization, industry or service can succeed in achieving goals. They take care of planning, organizing, actuating and controlling. They plays a pivotal role in a newspaper organization. The success of a newspaper organization is determined by the effectiveness of its management in terms of its competence, integrity and performance. Management makes the human efforts in a newspaper organization more productive. Management in businesses and other organizations, including not-for-profit organizations and government bodies, refers to the individuals who set the strategy of the organization and coordinate the efforts of employees or volunteers, in the case of some voluntary organizations to accomplish objectives by using available human, UG VI Sem Journalism: Bangalore University – Media Management – Notes Compiled by Fr Jijo Jose Manjackal MSFS

financial and other resources efficiently and effectively. Management typically includes planning, organizing, selecting the staff, leading or directing, and controlling an organization to accomplish various goals. The Four Basic Principles Of Newspaper Business: a) Planning b) Staffing c) Organization d) Directing PLANNING: Planning refers to a predetermined course of action to achieve a specified aim or goal. It is concerned with deciding in advance what is to be done, when, where, how, and by whom it is to be done. The Importance of Planning: a) Essential for Modern Business d) Proper Allocation of Resources g) Avoiding Business Failures

b) Related to performance e) Facilitates Control

The 6 P's of Planning: 1. Purpose 2. Philosophy 5. Plans 6. Priorities

3. Promise

c) Focus on Objectives f) Helpful in Decision-making

4. Policies

STAFFING: Staffing basically involves matching jobs and individuals. This requires functions like manpower planning, recruitment, selection, training, development, performance appraisal, transfers, promotions etc. The Process of Staffing: a) Estimating human power Need d) Promotion and Transfer g) Avoiding Business Failures

b) Recruitment and Selection of Staff e) Fixing of Remuneration

c) Training and Development f) Performances Appraisal

ORGANIZING: Organizing is a process of integrating, coordinating and mobilizing the activities of members of a group for seeking common goals. The nature of organizing includes: Common Objectives, Division of Work, Plurality of Persons, Co-ordination and Well-defined Authority and Responsibility, Principles of Organization: a) Principle of division of labour d) Principle of span of control g) Principle of responsibility

b) Principle of functional definition e) Principle of unity of command h)Principle of continuity

c) Principle of scalar chain f) Principle of objective

DIRECTION: Direction is called ‘management in action’. "In order to make any managerial decision really meaningful, it is necessary to directing.” Principles of Direction a) Harmony of Objectives b) Unity of Command c) Unity of Direction e) Participative or Democratic Management f) Effective Communication

d) Direct Supervision g) Follow-Up

NEWS PAPERS OWNERSHIP The Indian media market differs from those of developed countries in several ways. India is a developing country and all segments of the media industry (including print and radio) are still growing unlike in developed countries. The media market in India remains highly fragmented, due to the large number of languages and the sheer size of the country. The major types of ownership in India are: 1. Chain 2. Cross media 5. Individual 6. Partnership

3. Conglomerate 7. Employee

4. Vertical integration. 8. Joint Operation

UG VI Sem Journalism: Bangalore University – Media Management – Notes Compiled by Fr Jijo Jose Manjackal MSFS

Chain Ownership: Chain ownership means the same media company owns numerous outlets in a single medium, a chain of newspaper, a series of radio stations, a string of television stations or several book publishing companies. Chain ownership in India applies mostly to newspapers. There are many publishing groups in India which fall into this category such as the group headed by the Hindustan Times, Indian Express, Statesman, Ananda bazar Patrika, Hindu, and Telegraph Cross Media Ownership: Cross media ownership is when the same company owns several along with newspaper, magazines, musical labels, and publishers and so on. Cross-media ownership across the various carriers such as television, radio or print; consolidation, including vertical integration among media operations of content, carrier and distributor within a media segment such as television or radio; and market share dominance in a given geography within each media segment. Conglomerate Ownership: Conglomerate ownership means the ownership of several business one of which a media business. For example when a publishing company owns a newspaper along with chemical, fertilizer, cement rubber or plastics factories, or a liquor brewery or distillery or a major corporation has controlling shares in a number of media related business, the pattern is conglomerate. In a conglomerate, there will be interlocking of directorships, which means the same persons will be director of a media company as well as of manufacturing industries or financial corporations. Their main business will be a high profit industry, but they run a media company for prestige or to exercise social and political influence on decision makers in the private or public sector and in the government of the day. Such a conglomeration may not always support an unbiased or dispassionate presentation of events, issues and personalities. However, there are already at least six states where a single media house has a clear and growing dominance. These are media groups that are emerging as national conglomerates. They are all in the news business as well as in entertainment, media distribution and network business. They own newspapers, magazines, radio, cable TV and television channels, to name their key businesses. Vertical Integration: Vertical integration indicates that a media company monopolizes the production of the ingredients that go into the making of media products. For example a newspaper publisher may own several hundred areas of forests where the major components of a newspaper namely wood for newsprints cultivated. Some other newspaper company may own a factory that produces the bulk of the printing ink or processed used in the industry. Certain film companies may own studies or industrial units producing film stocks or even a chain of theatres where the films are exhibited. Individual ownership: This type of ownership is very common among weekly newspapers. The owner usually is the editor and the manger and when necessary they serve in any position. They are given absolute control and can make decisions on any matter and receive all profits. Disadvantage: Unlimited Power for owner and the success is depend on one person. Partnership ownership: It is formed when two or more persons make an ownership agreement for the purpose of operating a newspaper. Persons of different capabilities pool together their talents and the responsibilities of publishing newspapers are divided. Disadvantages: Partnership could be discontinued at any time and a partner who is irresponsible can bring damage to the newspaper. Employee Ownership: A plan of ownership instituted by some publishers, allow employees to buy stock in the newspaper corporation. In some case the employees own a majority of the stock and control the policies of the newspaper. The sense of ownership on the part of the employees helps to create a high moral and interdepartmental barriers are easily broken down. The Employees are given encouragement to protect the interest of the Newspapers. Disadvantages: Sale of property is difficult, even if it is beneficial for the newspapers. Joint Operation ownership: It is a cooperative operation between two or more newspapers of different ownership with in the same community. The newspapers are produced in the same place, but each of which has its own editors, reports and circulation etc. It this system the maintains and the operation cost are reduced and the UG VI Sem Journalism: Bangalore University – Media Management – Notes Compiled by Fr Jijo Jose Manjackal MSFS

production hours are increased. Advertises are permitted buy space in all the newspapers or only one according the to the standard rate. Disadvantages: because of the completion efforts toward improvement is lessened.

ROLE OF CIRCULATION AND PROMOTION Circulation is another major division of the business office and is usually headed by a major executive, the circulation manager, since the newspaper ultimately stands or falls on the basis of the number of steady readers that can be enrolled. A newspaper's circulation and marketing departments are constantly working together to come up with promotional ideas to increase subscription sales. The revenue are generated from subscribers and from advertising sales, which are directly related. 1) City Circulation >> The maintenance of circulation records for the city of publication; the recruitment, supervision and reimbursement of carrier boys; >> The supervision of district men who oversee circulation by subdivisions of the city >> Taking responsibility for moving papers to the news-stands, relations with news-stand operators, etc. 2) Area Circulation >> Responsibilities here include getting papers destined for the surrounding area into the mail and operation of a fleet of tempos/taxis to carry the papers into surrounding areas where mail service is not rapid enough. >> The circulation manager is also in charge of moving the papers into the appropriate distribution channels as they move into the mailing room from the press room. Sales Promotion It involves the direction of an office staff to keep records, notifying subscribers when their subscriptions need renewing, the handling of complaints, new subscriptions and renewals over the counter, by mail, etc. Promotion is essentially the "public relations" department of the newspaper. Where a separate promotion department exists, it usually is responsible for initiating promotion policies, subject to the approval of the publisher, and usually coordinates the promotional activities of other departments Various Promotional Strategies: Buy One, Get One Free: When a new customer purchases a subscription, you can give them another subscription for free. You can give them the option to donate the free subscription to a family member or friend. Raffles: With each new subscription or renewed subscription purchase, you can enter the subscriber's name in a raffle to win free prizes. The prizes can include new cars, new phones, vacation packages, jewellery, concert tickets and other items. Free Gifts: Let customers pick from a list of free gifts when they purchase a new subscription, or renew an existing one, to the newspaper. The gifts can include gift cards and certificates to restaurants, retail stores, petrol stations and other businesses. You can also offer customers free admission to amusement parks, museums and other local and national attractions with each new or renewed subscription purchase. Charitable Donations Tap into people's charitable instincts by offering to donate to a charitable organization or charitable cause when they purchase a subscription, or renew an existing one

NEWSPAPER INDUSTRY IN INDIA Newspapers has shown steep decline of circulation and advertising revenue in the west. • Online advertising is taking away the majority of advertising revenue from print. Increasing printing costs also a major concern for the decline of profits of newspapers.

UG VI Sem Journalism: Bangalore University – Media Management – Notes Compiled by Fr Jijo Jose Manjackal MSFS

India does not see an immediate threat for daily newspapers as we are dominated by vernacular dailies compared to English language dailies. India’s Rs 30,000-crore ($4.48 billion) print media industry is set to grow by 8% annually for the next three years. The growth driver, though, isn’t English language dailies. It is regional media. Vernacular or local language print media will grow at 10-12% in fiscal 2017 Factors that determine the prospects of the Newspaper Industry in India: 1. INTERNET: Internet and broadband penetration in India are below two percent. This is compared to countries like the U.S., where broadband penetration is over 90 percent (which, by others measures is quite low). Low internet penetration and slow growth of access in India means less digital competition to printed papers. On top of that and maybe because of it, only 35 percent of Indian internet users ever visit newspaper websites. That’s compared to 67 percent in the U.S. 2. RECYCLING: Indian papers are cheap. There are few newsstands in India—only five per cent of papers are sold over the counter—and home delivery is free, paid for by the publishers. The actual price of each paper is even lower, because of what Indians call ”raddi” - the recycling program. This low-cost, low overhead model further contributes to the popularity of paper 3. LITERACY: Indian literacy rate grew from 12 percent at the end of Bri...