Ile Raluca Maria British Cultural Studies 4 semesters January 29, 2009

ADV R!ISI"# I" $%A&I!' " (S)A) RS

A *uality ne+s,a,er is -ne see.in/ t- ,r-0ide readers +ith material that +ill 1-th in2-rm and entertain educated readers 3Daily !ele/ra,h, !he !imes, !he #uardian, !he 41ser0er, etc5, as c-m,ared +ith a ta1l-id +hich is a ne+s,a,er that d-es n-t c-ntain much seri-us ne+s, and mainly has sh-rt articles and ,h-t-/ra,hs6 A *uality ne+s,a,er is 1r-adsheet in 2-rmat and 2-cuses -n ,-litical ne+s, art, and s,-rt6 Br-adsheet 2-rmat is /enerally ass-ciated +ith m-re intellectual ne+s,a,ers, alth-u/h a trend t-+ards 7c-m,act8 ne+s,a,ers is chan/in/ this6 $uality ne+s,a,ers are called 1r-adsheets 1ecause they used t- all 1e massi0e in si9e e0en th-u/h s-me are n-+ ,rinted in c-m,act -r Berliner -r Midi 2-rmat6 !hey are usually ,rinted -n ine:,ensi0e, -22;+hite ,a,er .n-+n as ne+s,rint6 Since the <9=0s, the ne+s,a,er industry has lar/ely m-0ed a+ay 2r-m l-+er;*uality letter,ress ,rintin/ t- hi/her *uality, 2-ur;c-l-ur ,r-cess, -22set ,rintin/6 Als-, the latest techn-l-/ies ha0e ena1led ne+s,a,ers t- ,u1lish c-l-ur ,h-t-/ra,hs and /ra,hics, as +ell as inn-0ati0e lay-uts and 1etter desi/n6 3"e+s,a,er6 <9 January 2009, htt,>??en6+i.i,edia6-r/?+i.i?"e+s,a,er56 C-nsiderin/ the 2irst ,ara/ra,h, +e c-uld say that there is an im,-rtant 2act-r that ma.es the di22erence 1et+een the t+- ty,es -2 ne+s,a,ers> *uality6 But t- @ud/e @-urnalistic *uality tri//ers m-re -r less the same su1@ecti0ity e:ercise that +e are all used t- +hen +e ma.e re2erences a1-ut any -ther creati0e e22-rt6 &e- B-/art in his article Reflections on Content Quality in Newspapers said 7A /reat edit-r -2 The Times -2 &-nd-n -1ser0ed nearly a century a/-> 7!here has 1een a tendency t- 2-ll-+ the tastes -2 the 0ast num1er -2 ,e-,le +h- can read at all rather than -2 th-se t- +h-m readin/ means a hi/h standard -2 literary and intellectual en@-yment68 42 Ru,ert Murd-chAs t+- nati-nal dailies in the %nited Bin/d-m, The Sun has 2i0e times the readershi, -2 The Times6 I d-u1t i2 the ,r-,riet-r c-nsiders it t- 1e 2i0e times as /--d a ,a,er, -r e0en a 1etter ,a,er6 Ce +-uld say, I su,,-se, that it 2ills a di22erent mar.et

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niche, satis2ies a di22erent s-rt -2 reader, and is e*ually /--d at +hat it sets -ut t- d-6 But -1ser0ers +h- re@ect circulati-n si9e as a criteri-n -2 e:cellence +-uld insist that The Times, 1ecause -2 its seri-usness and auth-rity, ,r-0ides its ,u1lic +ith 2ar 1etter entrDe int- the c-m,le: and u/ly realities that The Sun hel,s its readers a0-id6 3Re2lecti-ns -n C-ntent $uality in "e+s,a,ers, <E January 2009, htt,>??+++6,-ynter6-r/?res-urces?EFG00?1-/art6,d25 Br-adsheets are ,r-1a1ly the m-st c-mm-n t- readers6 The Times, the %nited Bin/d-mAs -ldest nati-nal ne+s,a,er, is n-t the m-st ,-,ular6 !his 2alls t- the Daily Telegraph, .n-+n a22ecti-nately as the Daily Torygraph 1ecause -2 the l-yal su,,-rt tthe C-nser0ati0e )arty6 The Independent and The Guardian, t-/ether +ith 2inancial ne+s,a,er The Financial Times 3+hich is n-t related t- The Times in any +ay5, ma.e u, the rest -2 the 1r-adsheets6 It is im,-rtant t- n-tice, th-u/h, that the mass;mar.et ta1l-ids sell u, t- 2-ur times as many c-,ies as the 1r-adsheets6 3"e+s,a,ers in the %B> An Intr-ducti-n6 <9 January 2009, htt,>??+++6mediau.6c-m?article?45 H-r a *uality ne+s,a,er t- 1e a 7seri-us;minded8 -ne, it has t- acc-m,lish certain re*uirements that are 2irst related t- the t-,ics, and the lan/ua/e6 !al.in/ a1-ut ne+s,a,ers, +e aut-matically ha0e t- thin. a1-ut the @-urnalistic style6 As c-m,ared t-ther te:ts 1el-n/in/ t- the 2icti-nal, e,ist-lary, scienti2ic, administrati0e, etc styles, the @-urnalistic te:t has its characteristics that de2ine it in ,r-,-rti-n t- these -nes6 !he 2inal 2-rm -2 the @-urnalistic te:t is the result -2 the /atherin/, selecti-n, hierarchy and c-ndensati-n acti0ities -2 the in2-rmati-n6 3#-m1-s, Pregatirea profesionala a urnalistului roman! Speciali"area in presa sporti#a, in Studia $ni#ersitatis %a&es' %olyai(&, <, 200G, ,, IE56 $uality ne+s,a,ers, in -rder t- c-n0ince readers -2 their *uality, ha0e t- 2-ll-+ these ste,s, and es,ecially t- ta.e int- acc-unt the readerAs need -2 truth2ul in2-rmati-n6 )e-,le +h- read this ty,e -2 ne+s,a,er see. t- 1e in2-rmed -2 the real ,r-1lems -2 their c-untry, -2 ne+ tendencies in art, ne+ e0ents in s,-rts, in sh-rt they see. the *uality -2 in2-rmati-n6 J-urnalism is n-t all a1-ut +ar and ,eace, her-ism and catastr-,he6 It is a1-ut the r-utine -2 the ,-lice 1l-tter, sch--l 1-ard de1ates -0er the lunche-n menu, the 2luctuati-n -2 st-c. ,rices and all the -ther r-utine minutiae -2 li2e in -ur c-m,le: s-ciety6 3Re2lecti-ns -n C-ntent $uality in "e+s,a,ers6 <9 January 2009, htt,>??+++6,-ynter6-r/?res-urces?EFG00?1-/art6,d25

!he m-st c-mm-n t-,ics that ma.e the c-ntent -2 *uality ne+s,a,ers are> ,-litics and /-0ernment, 1usiness and ,ers-nal 2inance, s,-rts, science, educati-n, arts and entertainment, +ith /reater accent -n the 2irst -nes6 !he *uality ne+s,a,ers are als.n-+n as 7hea0ies8 and they usually deal +ith h-me and -0erseas ne+s, +ith detailed and e:tensi0e c-0era/e -2 s,-rts and cultural e0ents6 Besides they als- carry 2inancial re,-rts, tra0el ne+s and 1--. and 2ilm re0ie+s6 !hus, -ne -2 the reas-ns that *uality ne+s,a,ers came int- 1ein/ +as t- circulate ne+s 0ery use2ul es,ecially 2-r the 1usiness class, 1ut als- 2-r th-se ,e-,le interested in ,-litics and ec-n-mics, s,-rts and arts6 A *uality ne+s,a,er has t- ta.e int- acc-unt certain tar/ets> 4ri/inality -2 the messa/e> the in2-rmin/ ,ress c-nsiders +-rthy 2-r the

,u1licAs interest -nly th-se e0ents +hich c-ntain ne+ in2-rmati-n, -2 ,resent interest, +hich ma.e chan/es in ,r-,-rti-n t- a c-n0enti-nally saturated traditi-n -r +hich m-di2ies the c-mm-n ,erce,ti-n -2 reality6 Intelli/i1ility -2 the messa/e> a ,iece -2 in2-rmati-n, as ne+ as it may 1e,

+ill n-t 1e -,en t- readers unless the te:t is +ritten in an accessi1le lan/ua/e6 !hat is +hy l-n/ sentences are a0-ided, als- a1stract +-rds, c-m,le: syntactic structures, in0ersi-ns that ha0e stylistic 2uncti-ns6 !- 2acilitate the retainin/ -2 in2-rmati-n, @-urnalists s,eciali9ed -n *uality ne+s,a,ers ma.e the messa/e clear 1y c-nstructin/ the te:t ar-und .ey +-rds +hich ,lay the r-le -2 inte/ratin/ 2act-rs6 )sych-l-/ical de,th -2 the in2-rmati-n> the m-re ,r-2-und strata -2

the human ,syche the in2-rmati-n reaches, the 1i//er the ,-ssi1ility -2 its 1ein/ retained6 In the case -2 *uality ne+s,a,ers, a little ,sych-l-/y is a /--d in/redient, 1ecause the ec-n-mic, s-cial, and ,-litical ,r-1lems ha0e a l-+er de/ree -2 interest, de,endin/ -n h-+ educated the ,u1lic is6 3#-m1-s, Pregatirea profesionala a urnalistului roman! Speciali"area in presa sporti#a, in Studia $ni#ersitatis %a&es'%olyai(&,<,200G,,, IE;II5 !he narrati0e rec-unts e0ents, lea0in/ s-me -ccurrences -ut 1ecause they are 2r-m s-me ,ers,ecti0es insi/ni2icant, and ,erha,s em,hasi9in/ -thers6 $uality ne+s,a,ers /i0e a clear idea -2 +hat needs t- 1e said and set it d-+n +ith-ut ,retence -r /randi-se desi/n6 !hus, +ith each m-dest success their credi1ility increases and s- d-es the ,u1licAs c-n2idence6 As a c-nse*uence, the c-m,etence -2 ne+s,a,ers als- increases6

!he in2-rmati-n is structured ta.in/ int- acc-unt 1-th the system -2 re2erences -2 the ,u1lic and the 2uncti-nal elements -2 the e0ent that the narrati0e ,resents6 Acc-rdin/ t- the scheme ,r-,-sed 1y R-man Ja.-1s-n, any act -2 c-mmunicati-n ,resu,,-ses the e:istence -2 a transmitter, a recei0er, and, -2 c-urse, a messa/e6 H-r the editin/ -2 a @-urnalistic te:t, there ha0e t- 1e c-0ered a series -2 sta/es and @-urnalists ha0e t- stay +ithin the 1-undaries -2 the @-urnalistic style6 Bein/ 7seri-us8 and 7intelli/ent8, *uality ne+s,a,ers ha0e t- sh-+ it6 !hey are characteri9ed 1y a c-ncentrated synta: c-nstructed +ith the hel, -2 the acti0e, c-ncrete, and clear +-rd, and als- -2 the -1@ecti0e detail6 (-rds are used den-tati0ely lea0in/ n- ,lace 2-r d-u1t6 !his +ay the messa/e is made as clear as ,-ssi1le and the act -2 c-mmunicati-n end success2ully6 &an/ua/e in this ty,e -2 ne+s,a,er als- has its attri1utes6 As c-m,ared tta1l-ids, +here @-urnalists em,l-y a lar/e 0ariety -2 c-l-ur2ul ad@ecti0es and +-rds, the @-urnalist +ritin/ 2-r *uality ne+s,a,ers has t- +-r. +ith sim,le +-rds that /i0e a clear ima/e -2 +hat is 1ein/ rec-unted6 J-urnalists ha0e t- 1e care2ul +ith the lan/ua/e, 1ecause it di22ers in terms -2 the ,ur,-ses they ser0e6 !hus, ta1l-ids -r ,-,ular ne+s,a,ers seem mainly desi/ned 2-r entertainment, +ith *ui99es, c-m,etiti-ns, cart--ns and li/ht;hearted human interest st-riesJ the in2-rmati-n is 0ery l-+, and the instructi-n is 0ery min-r6 4n the c-ntrary, the *uality ne+s,a,ers ,ut a /reat 0alue -n in2-rmati-n and a l-+er -ne -n entertainment6 $uality ne+s,a,ers d- n-t use dramatic lan/ua/e and a0-id +-rd ,lay6 !heir @-urnalists use sh-rt sentences and +ell;.n-+n 0-ca1ulary6 !his ma.es it easier 2-r a n-n;nati0e s,ea.er t- understand its articles6 3)-,ular and $uality "e+s,a,ers6 20 January 2009, htt,>??ilias60hs2<6ac6at?21+?en/lisch?C9a1aunKJutta?MediaL203ne+s,a,ers56,d25 Since lan/ua/e is the main carrier -2 the messa/e all al-n/, it is -2 crucial im,-rtance6 It distin/uishes itsel2 2r-m c-mm-n lan/ua/e 1y its -+n 2eatures in m-r,h-l-/y, synta: and rhet-rical de0ices6 !he 2uncti-n -2 ad0ertisin/ in *uality ne+s,a,ers is t- ,r-0ide in2-rmati-n, e:,l-it mar.et, and ,r-mise the *uality6 !here2-re, ad0ertisement must ,ay attenti-n t- its im,ellin/ lan/ua/e, and the 2irst ste, is t- use ,-,ular and -ral lan/ua/e t- ma.e it easy t- understand and mem-ri9e6 In +hat c-ncerns 0er1s, lin/uistic study sh-+s n/lish nati0e s,ea.ers tend t- use +-rds -2 An/l-;Sa:-n

-ri/in, 1ecause nati0e +-rds ha0e c-m,ara1ly sta1le meanin/6 In ad0ertisin/, these sim,le +-rds can +in the c-nsumers 1y their e:act, e22ecti0e e:,ressi-n and a .ind -2 cl-seness6 !he 2-ll-+in/ +-rds are the m-st 2re*uently used> ma)e( get( gi#e( ha#e( see( &uy( come( go( )now( )eep( loo)( need( lo#e( use( feel( li)e( choose( ta)e( start( taste! !he ad@ecti0es in ad0ertisement hel, t- 1uild a ,leasant ,icture in the readersA minds6 In *uality ne+s,a,ers they are used -nly 2-r this ,ur,-se, 1ecause their main 2uncti-n is that -2 /i0in/ their readers ne+ in2-rmati-n in a sim,le style6 Synta: als- has its -+n characteristics6 Sim,le sentences are ,re2erred t- c-m,le: -ne6 !hey are m-re understanda1le and 2-rce2ul6 lli,tical sentences d- n-t miss 2r-m the ,icture6 !hey are inc-m,lete in structure 1ut c-m,lete in meanin/6 J-urnalists d- n-t ma.e a1use -2 them as the messa/e in *uality ne+s,a,ers has t- 1e as clear as ,-ssi1le, and are m-st c-mm-nly 2-und in headlines6 Interr-/ati0e sentences and im,erati0e sentences are als0ery used in ne+s,a,er ad0ertisin/6 Im,erati0e sentences are sh-rt, enc-ura/in/ and 2-rce2ul6 As 2-r rhet-rical de0ices, re,etiti-n is 0ery much em,l-yed t- stress certain in2-rmati-n6 Similes /i0e the @-urnalists the ,-ssi1ility t- c-m,are t+- unli.e thin/s, thus they can use them t- ca,ture the readersA attenti-n and t- ma.e them retain the in2-rmati-n easier6 &an/ua/e in *uality ne+s,a,ers ser0es the main ,ur,-se -2 c-n0eyin/ the in2-rmati-n, and, as a sec-nd ,ur,-se, -2 attractin/ the readers6 3!he &an/ua/e -2 Ad0ertisin/ in "e+s,a,ers6 20 January 2009, htt,>??+++6/--/le6r-5 In the editin/ -2 the te:t, the ,lan +hich addresses t- the @-urnalistic style c-ntains e0erythin/ that can 1e said a1-ut the su1@ect> C-ncisi-n> ,resu,,-ses the eliminati-n -2 useless +-rds and details, -2

useless ,hrases, -2 redundancies, e*uili1rium in the acti0e 0-ice;,assi0e 0-ice ra,,-rt, sim,licity, as +ell as a 1alanced em,hasis6 A0-idance -2 1analities> ,resu,,-ses the eliminati-n -2 the 2i/ures -2

s,eech, -2 clichDs and ,latitudes6 H-rmulas -2 le/i1ility> ,resu,,-se the use -2 sh-rt ,hrases and sentences

and -2 sim,le +-rds6 Semantics> it is rec-mmended that un2amiliar +-rds, c-nn-tati-ns,

e0aluati0e +-rds and e:cessi0e ads 1e -mitted6 3#-m1-s, Pregatirea profesionala a urnalistului roman! Speciali"area in presa sporti#a, in Studia $ni#ersitatis %a&es' %olyai( &, <, 200G, ,, IE;II5 !he term ne+s,a,er lan/ua/e can 1e seen as an instance -2 a ,articular ,u1licistic reality, i6e6 the s,eci2ic -2 /eneral n/lish lan/ua/e in its c-ncrete ,ractical reali9ati-ns in the m-st intensi0e area -2 ,u1lic c-mmunicati-n6 !he n-ti-n ne+s,a,er lan/ua/e characteri9es the ty,es -2 c-mmunicati-n c-nditi-ns, +hich re0eal the ,articular aut-n-m-us 2uncti-n -2 standard lan/ua/e6 In the c-ntents -2 this 1asic ne+s,a,er /enre, the in2-rmati0e -ne, lan/ua/e is reali9ed 1y the system -2 lan/ua/e si/ns in their den-tati0e 2uncti-n characteristic -2 mainly in2-rmati0e te:ts6 (here there is deli1erate 2i/urati0eness -2 ne+s,a,er lan/ua/e t+- ma@-r 2uncti-ns -2 lan/ua/e are em,l-yed> the c-mmunicati0e -ne 3the -ne that in2-rms5 and the ,-etic -ne 3the -ne that descri1es thin/s 1y addin/ c-l-ur t- reality M this is d-ne in acc-rdance +ith the assessment -2 the ,r-ducer -2 the te:t56 !his structurin/ -2 ne+s,a,er lan/ua/e is m-ti0ated 1y c-mmunicati0e intenti-ns6 3S-cial chan/es <9=9;<99E and "e+s,a,er &an/ua/e, 20 January 2009, htt,>??ins-lis-6hit61/?BS6html5 In -rder t- decide +hether a ne+s,a,er is a *uality -r a ,-,ular -ne, it is n-t necessary t- read it 1ecause +e can tell sim,ly 1y the +ay it l--.s6 $uality ne+s,a,ers are /enerally 1i//er +ith many c-lumns ,er ,a/e6 !hey d- s-metimes ha0e 1i/ headlines t- sh-+ the im,-rtance -2 an e0ent, 1ut they d- n-t a1-und in them6 As 2-r the 2uncti-ns -2 headlines in *uality ne+s,a,ers, they summari9e the c-ntent -2 the article, and indicate its re/ister and its 2-cus, in c-m,aris-n +ith the headlines in ta1l-ids, +hich try t- attract readersA attenti-n and indicate the +riterAs attitude t- the st-ry6 !hey c-n0ey semantic in2-rmati-n6 As +ell as real sentences, headlines can 1e di0ided in theme, the 1i/ su1@ect, a1-ut +hich the rheme /i0es ne+ e:tra in2-rmati-n6 I2 a headline c-ntains the name -2 a ,r-duct, the rheme e0aluates it and ma.es it m-re 0alua1le6 !heme ch-ices indicate the c-,y+riterAs ,ur,-se a1-ut +hat re,resents 1ac./r-und in2-rmati-n 6Cere are s-me e:am,les -2 a,,r-achin/ st-ries ri/ht 2r-m the headlines in *uality ne+s,a,ers> *inisters urged to compel o&less to wor) for &enefits 3!he Inde,endent5, Po#erty trap for lone mothers 3!he #uardian5, and ta1l-ids> +o&less Paul in suicide horror 3Daily Mirr-r5, +ail for lo#ing mother who turned to ro&&ery 3Daily :,ress56 It can 1e clearly

seen that *uality ne+s,a,ers aim at /i0in/ in2-rmati-n a1-ut seri-us nati-nal ne+s, +hile ta1l-ids try t- attract readers 1y means -2 entertainment and st-ries that a,,ly t2eelin/s6 $uality ne+s,a,ers are aimed at educated readers6 !hey ,ut em,hasis -n nati-nal and internati-nal ne+s, ,-litical c-mments, cultural e0ents, and the +-rld -2 2inance6 !he theme;rheme c-nstructi-n is -10i-us in the headlines -2 *uality ne+s,a,ers6 !he edit-rial ,ers-nality and a,,eal -2 a ne+s,a,er determines +hether it is a N,-,ularA -r N*ualityA ,r-duct6 !he edit-r is in e22ect the 1rand mana/er -2 the ,r-duct6 %nless he 2ully understands the nature -2 his readers and their reas-n 2-r 1uyin/ his ,r-duct, they +ill desert him6 ach ne+s,a,er has t- decide the ty,e -2 readershi, it is aimin/ 2-r and desi/n the ,r-duct 2-r e:cellence in that mar.et,lace6 !he *uality ,ress attracts a dis,r-,-rti-nately hi/h 0-lume -2 dis,lay ad0ertisin/ 2-r u,mar.et ,r-ducts 1ecause they -22er a 2-cused reach -2 the t-, end -2 the s-ci-;ec-n-mic ,yramid +ith minimum +asta/e6 !he c-nsumer ,-+er -2 the audience als- ena1les *uality ne+s,a,ers t- set relati0ely hi/her rates 2-r e*ui0alent s,ace, des,ite /enerally smaller circulati-ns6 3Ad0ertisin/> !he &i2e1l--d -2 "e+s,a,ers, 20 January 2009, htt,>??dr6ntu6edu6s/?1itstream?<0220?E0E?<?AMIC =I 4C!"4V FF6,d25 $uality ne+s,a,ers d- n-t lac. ima/es6 !hey may +ell 1e an intended -r ,re2erred meanin/ su,,lied 1y +h-e0er has +ritten the article, 1ut this may 1e -r n-t the same as h-+ the audience reads the te:t6 (hen readin/ ne+s,a,ers, +e can identi2y a 0ariety -2 c-des in relati-n t- ,h-t-/ra,hs6 As in all ty,es -2 ne+s,a,ers, in *uality ne+s,a,ers ,h-t-/ra,hs may indicate s-methin/ -2 +hat the @-urnalist +as tryin/ t- say6 lements li.e li/htin/ 3a22ects m--d and atm-s,here5, distance, 2-cus 3i2 -nly ,art -2 the ,h-t- is in 2-cus, it dra+s -ur attenti-n t- its im,-rtance5, an/le 3eye;le0el an/les ma.e the 0ie+in/ seem m-re naturalJ hi/h;an/le sh-ts tend t- reduce the im,-rtance -2 a su1@ect, +hereas l-+;an/le sh-ts may increase the sense -2 ,-+er -r auth-rity -2 the su1@ect5, camera m-0ement and editin/ tell much a1-ut ,h-t-/ra,hs, their r-le in articles and /i0e clues t- readers a1-ut +hat is im,-rtant in the te:t6 In Britain there are t+- .inds -2 *uality ne+s,a,ers> nati-nal dailies M The Times( The Guardian( The Independent( The Financial Times( The Daily Telegraph , and nati-nal Sundays M The Sunday Times( The ,&ser#er( The Sunday Telegraph( The Independent on Sunday! M-st British ,e-,le ,ercei0e the ,ress in #reat Britain as -1@ecti0e, since they

claim that there is n- -0ert cens-rshi,, n- -0ert 1ias in re,-rtin/ the ne+s, and that there is a +ide ch-ice -2 ne+s,a,ers a,art 2r-m the nati-nal dailies6 3"e+s,a,ers in Britain6 20 January, htt,>??en/6<se,tem1er6ru?2002?0=?<6htm5 The Times is the ne+s,a,er that m-st ,e-,le read6 It d-es n-t ha0e a /reat circulati-n, 1ut its in2luence is /reater than +hat its circulati-n sh-+s6 It is a ,a,er read 1y la+yers, ,-liticians, and 1usinessmen6 It is n-t an -r/an -2 the C-nser0ati0e )arty, 1ut it is rather c-nser0ati0e in 0ie+s it e:,resses6 The Guardian has a sli/htly hi/her circulati-n than the times6 It is a li1eral ne+s,a,er, .n-+n 2-r its cam,ai/nin/ su,,-rt 2-r 7+-rthy causes8 such as educati-n, medical re2-rm, the ,r-1lems -2 a/in/ ,e-,le, ,r-tecti-n 2-r the en0ir-nment, etc6 The Independent +as 2-unded in <9=I and *uic.ly ac*uired a re,utati-n 2-r its e:cellent ne+s c-0era/e, intelli/ent re,-rts, in2-rmal c-mmentaries, in c-m1inati-n +ith a 1alanced sense -2 hum-ur6 The Daily Telegraph is a 0ery c-nser0ati0e ne+s,a,er6 It has a circulati-n t+ice as 1i/ as that -2 7!he !imes8, 7!he #uardian8 -r 7!he Inde,endent86 It has a nic.name M 7!he !-ry/ra,h8 a2ter the nic.name 7!-ry8 -2 the C-nser0ati0e )arty6 It has a *uite c-m,rehensi0e ne+s and s,-rts c-0era/e6 !here are ,e-,le +h- say that it has a m-re -1@ecti0e re,-rtin/ -2 +hat is ha,,enin/ in the +-rld than any -ther *uality ne+s,a,er6 The Sunday Times has a circulati-n -2 -0er a milli-n and an e:cellent re,-rtin/ in ei/ht se,arate secti-ns> a main ne+s secti-n and -thers de0-ted t- s,-rts ne+s re0ie+, 1usiness, the arts, @-1 ad0ertisements, 2ashi-n and tra0el as +ell as 1--. re0ie+s6 The ,&ser#er is the -ldest Sunday ,a,er6 It +as 2-unded in <I9< and has a circulati-n -2 alm-st hal2 a milli-n, 1ein/ ,-litically m-derate in 0ie+s6 The Sunday Telegraph +as 2-unded in <9E<, is m-re ri/ht;+in/ and ,asses its circulati-n is declinin/6 3"e+s,a,ers in Britain6 20 January htt,>??en/6<se,tem1er6ru?2002?0=?<6htm5

!his +e1 ,a/e is ta.en 2r-m the *uality ne+s,a,er The Times -nline6 It is the ne+s,a,erAs 2irst ,a/e in +hich +e can see a ,art -2 the main titles discussed in the ,a/es that 2-ll-+6 !he material ,r-0ided 2-r the readers 1-th in2-rms and entertains them6 Its main headin/s are 1usiness, m-ney, s,-rt, li2estyle, tra0el, dri0in/, arts and entertainments, each +ith its su1titles6 Its t-,ics sustain the ty,e -2 ,a,er it is6 !hey are c-ncerned +ith BritainAs system -2 /-0ernment, la+s, army, m-ney and @-1s, internati-nal ne+s 3here a1-ut the +i2eAs ,resident, Michelle 41ama, and the title article is 0ery attracti0e as it *uesti-ns the readers i2 she c-uld 1e 7AmericaAs &ady Diana85, etc6

!here are als- articles 2-r teena/ers, 1ut mainly c-ncerned +ith them ha0in/ a 1etter li2e, thus articles a1-ut uni0ersities and career -,,-rtunities are the m-st 2re*uently ,u1lished -nes6 H-r the ,ur,-se -2 1ein/ -n their taste and 2-r that -2 tryin/ t- raise their interest, ne+s,a,ers can -,t 2-r a s-rt -2 7academic8 slan/> here 7uni8 instead -2 uni0ersity6 &an/ua/e is characteri9ed 1y sim,le +-rds that /i0e a clear ima/e -2 +hat is 1ein/ related, thus ,resentin/ clear ideas a1-ut it needs t- 1e said6 !he headlines are n-t 1i/ and d- n-t c-ntain c-l-ur2ul ad@ecti0es and e:,ressi-ns in -rder t- attract ,e-,leAs interest6 !hey summari9e the c-ntent -2 the article6 !here are a 2e+ ,h-t-s, n-t 0ery 1i/, s- they are n-t used t- raise curi-sity, 1ut t- /i0e e:tra in2-rmati-n -n the article6 (ith this e:am,le and +ith a *u-te 1el-n/in/ t- Cyril D )ereira I end u, my ,r-@ect a1-ut *uality ne+s,a,ers6 7!he O*ualityO ,ress +ill attract a dis,r-,-rti-nately hi/h 0-lume -2 dis,lay ad0ertisin/ 2-r u,mar.et ,r-ducts 1ecause they -22er a 2-cused reach -2 the t-, end -2 the s-ci-;ec-n-mic ,yramid +ith minimum +asta/e6 !he c-nsumer ,-+er -2 his audience als- ena1les *uality ne+s,a,ers t- set relati0ely hi/her rates 2-r e*ui0alent s,ace, des,ite /enerally smaller circulati-ns68 3!he &i2e1l--d -2 "e+s,a,ers, 20 January 2009, htt,>??dr6ntu6edu6s/?1itstream?<0220?E0E?<?AMICK=IK4C!"4VKFF6,d25

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BIB&I4#RA)C'>
#-m1-s, &e-n, 200G, 7)re/atirea ,r-2esi-nala a @urnalistului r-man6 S,eciali9area in ,resa s,-rti0e8, in Studia $ni#ersitatis %a&es'%olyai( ,hemerides, &, <, ,, 4F;<00J The Role of Thematic Information in -d#ertising .eadlines, 3in c-la1-rare cu Anis-ara )-,5 in Studia 3%ni0ersitatis Ba1es;B-lyai5, /II( 0( 1223( pp! 124'123 ( B )A# S> Ad0ertisin/> !he &i2e1l--d -2 "e+s,a,ers, 20 January 2009, htt,>??dr6ntu6edu6s/?1itstream?<0220?E0E?<?AMIC =I 4C!"4V FF6,d2 "e+s,a,er, <9 January 2009, htt,>??en6+i.i,edia6-r/?+i.i?"e+s,a,er "e+s,a,ers in the %B> An Intr-ducti-n6 <9 January 2009, htt,>??+++6mediau.6c-m?article?4 )-,ular and $uality "e+s,a,ers6 20 January 2009, htt,>??ilias60hs2<6ac6at?21+?en/lisch?C9a1aunKJutta?MediaL203ne+s,a,ers56,d25 Re2lecti-ns -n C-ntent $uality in "e+s,a,ers, <E January 2009, htt,>??+++6,-ynter6-r/?res-urces?EFG00?1-/art6,d2 S-cial chan/es <9=9;<99E and "e+s,a,er &an/ua/e, 20 January 2009, htt,>??ins-lis-6hit61/?BS6html !he &an/ua/e -2 Ad0ertisin/ in "e+s,a,ers6 20 January 2009, htt,>??+++6/--/le6r-

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