Open Access«The New York Times»: the experience of editorship formula formation in the ХІХ-th с.
Author(s) -
V. Pavlenko,
Olga Nazarenko
Publication year - 2019
Publication title -
komunìkacìï ta komunìkativnì tehnologìï
Language(s) - English
Resource type - Journals
eISSN - 2617-1821
pISSN - 2617-1813
DOI - 10.15421/291908
Subject(s) - newspaper , politics , quality (philosophy) , advertising , sociology , media studies , political science , business , law , epistemology , philosophy
Nowadays, the global newspapers market is considered to be in deep crisis as shown by the decrease in circulations, narrowing of the distribution areas, and the advertising market capacity decrease. At the same time, the quality newspapers that cover social and political issues, (e.g. The New York Times) stay very influential and effective in terms of financial indicators. The determination of factors that allow such newspapers to operate effectively in conditions of market decrease is an important task for both researchers and actors of media space. The paper herein is aimed at discovering of such factors with the use of the studies of The New York Times as the most influential newspaper in the US. The subject is studied with the use of researches on newspaper’s genesis and Adolph Ochs’s influence on setting the factors that have been supporting the newspaper effective operations so far. The biographical and ideographical approaches are used to determine the basics that Adolph Ochs used to reform the newspaper in XIX century. The results herein show that Ochs used the business-oriented approach for the newspaper: he used the popular newspapers optimization methods for the quality press (lowered the retail price, increased the advertising space, increased the size of advertisements, and optimized the delivery methods) but aimed at intellectuals as a main target audience. Ochs showed that the use of appropriate informational and economical politics allows the newspaper to be successful on informational market since US society demanded for the quality journalistic. The understanding of the development strategy of one of the leading newspaper that remains successful in modern conditions of media space transformation is beneficial not only for the building of competition practice but for the modernization of local and national segments of newspaper industry. The paper’s results may be used for adjusting the strategies of existing media and for the comparison of the basics specified herein with the basics of other quality newspapers.