Strategii de diferentiere pentru produsele de presa generaliste[Positioning strategies for mainstream newspapers]

The unique selling proposition - UPS - is “an unique advantage proposed by a product, that the company promotes aggressively and constantly on the market. This advantage usually reflects the superior functionality of the product: superior quality, best services, lowest price, most advanced technology” (Kotler et al., 2000, p. 1107). Newsrooms may differentiate the media products both by form and by content, to enter the logic of UPS. A study (Lazãr et al., 2005) on the informative and opinion materials about Romania’s accession to the European structures, that appeared in 2005 in the Romanian central popular, quality popular or quality newspapers, showed that the journalists’ dependence on official sources leads to a homogenized information in the media, as analyzed on newsworthiness items. Nevertheless, the readers feel there are important differences among publications, and this article will try to identify the source of these differences, using discourse analysis tools. The study is focused on the front page titles of May, 8, 2006, of Adevarul, Cotidianul, Evenimentul zilei, Jurnalul National, Gandul, Libertatea and Ziua. The differences are studied on the style level (the way information is transmitted) and on the ideological level (what it is said about). The study also tries to identify if these differences have a motivation that can be pinpointed(if there is an UPS).