| Abstract [eng] |
Publishing is a large business. Newspapers represent business strategies. Some of them depend primarily on money from readers, some depend on money from advertisers, and some depend on money from an outside party with something to promote. These strategies developed over time. Interestingly, now they are in operation simultaneously, sometimes on the same newspaper. Today the main strategy of a commercial newspaper is to cut the subscription and selling price to drive up circulation, and use that circulation to justify increasing the price of advertising. Advertisers are the fatal thread of life. Home interest newspapers are especially good for promoting advertisers. This topic has a lot to do with money. That is why I decided to do a research work and find out whether journalists in their articles are loyal to advertisers or not. I chose three home interest supplements of Lithuanian national papers “Lietuvos rytas”, “Lietuvos žinios” and “Respublika”. Their titles are “Būstas”, “Namų pasaulis” and “Pastogė”. Three researches were made. The object of the first research were the opinions of journalists declared in questionnaires. The subject of research embraced how these opinions reveal the competence of journalists, show their position towards their work. The object of the second research were the opinions of editors declared in questionnaires. The subject of research embraced how these opinions reveal their attitude towards work and employees, their loyalty to advertisers. The object of the third research were articles printed in „Būstas“, „Namų pasaulis“ and „Pastogė“ in October – December 2005. Results showed that both editors and journalists are loyal to advertisers. Nearly half of publications are dedicated to business sector. |
