Publication: Siyasi ve ekonomik gelişmeler çerçevesinde gazete promosyonlarının çeşitliliği ve tirajlara etkisi
Abstract
Promosyon, Tiraj ÖZET SİYASİ VE EKONOMİK GELİŞMELER ÇERÇEVESİNDE GAZETE PROMOSYONLARININ ÇEŞİTLİLİĞİ VE TİRAJLARA ETKİSİ Türkiye’deki basın işletmelerinde, reklam pastasının paylaşımı sorunu ve tekelleşme kavramlarıyla beraber promosyon yoğun bir biçimde hayatımıza girmiştir. Basın işletmeleri, reklam pastasından daha fazla pay alabilmek için yoğun bir rekabet içine girmişlerdir. Ülkemizde promosyon faaliyetleri en yoğun olarak 1988-1996 yılları arasında yaşanmıştır. Amaç yüksek tiraj olduğundan içeriği boşaltılmış, magazinsel haberler ağırlıklı olarak yer almıştır. Gazete okuyucusu okur kimliğini yitirmiş, müşteri kimliği kazanmıştır. Gazeteler yüksek tirajlar elde edebilmek için daha fazla ve yüksek maliyetli promosyonlar vermişlerdir. Özellikle 1980’li yıllardan itibaren ekonomik alandaki değişimlerle beraber basın işletmeleri gazetecilik anlayışından uzaklaşıp, ticari işletme anlayışında yoğunlaşmışlardır. Bununla beraber de reklam pastasının paylaşılma yarışında tiraj en önemli etken haline gelmiştir. Ancak promosyon verilen dönemlerde yükselen tirajlar, promosyon dönemi bitince eski rakamlara gerilemiş, bu da “köpük tiraj” olgusunu meydana getirmiştir. Bu dönem içerisinde promosyon verip tirajlarını yükseltebilen gazeteler ayakta kalabilirken, sermaye yapıları güçlü olmayan, tirajı düşük olan ve bununla beraber reklam pastasından pay alamayan gazeteler kapanmak zorunda kalmıştır. Promotion, Circulation
CHANGING PROMOTION PATTERNS IN MEDIA WITHIN THE FRAME OF POLITICAL AND ECONOMIC DEVELOPMENTS, AND ITS IMPACT ON CIRCULATION As a result of the sharing problems of advertising pie and monopolistic structure in media companies in Turkey, promotion was implicated heavily into our lives. Media companies, went in for an intensive competition to receive a greater share of ad pie. The most intensive promotion activities in our country were between the years of 1988-1996. Empty inside and gossip news mainly took place because of the aim “high circulation”. Newspaper readers lost their reader identities, they turned into customers. Newspapers gave more and more high-cost promotions to obtain high circulation. Media companies have lost their journalistic conception and concentrated on commercial business conception especially since the 1980s, with the changes in the economic sphere. However, circulation has become the most important factor in the sharing race of advertising pie. Although the circulations increased at the time of promotions, when the promotional period was finished, it declined and turned into old figures, and this made a discovery of “circulation bubble” phenomenon. Within this term, the newspapers which can manage to increase their circulations with the promotions could stay alive, but the others, which fall down in this, and which can not receive any share of ad pie, were forced to shut down.
CHANGING PROMOTION PATTERNS IN MEDIA WITHIN THE FRAME OF POLITICAL AND ECONOMIC DEVELOPMENTS, AND ITS IMPACT ON CIRCULATION As a result of the sharing problems of advertising pie and monopolistic structure in media companies in Turkey, promotion was implicated heavily into our lives. Media companies, went in for an intensive competition to receive a greater share of ad pie. The most intensive promotion activities in our country were between the years of 1988-1996. Empty inside and gossip news mainly took place because of the aim “high circulation”. Newspaper readers lost their reader identities, they turned into customers. Newspapers gave more and more high-cost promotions to obtain high circulation. Media companies have lost their journalistic conception and concentrated on commercial business conception especially since the 1980s, with the changes in the economic sphere. However, circulation has become the most important factor in the sharing race of advertising pie. Although the circulations increased at the time of promotions, when the promotional period was finished, it declined and turned into old figures, and this made a discovery of “circulation bubble” phenomenon. Within this term, the newspapers which can manage to increase their circulations with the promotions could stay alive, but the others, which fall down in this, and which can not receive any share of ad pie, were forced to shut down.