{"id":11095,"date":"2016-10-04T11:35:46","date_gmt":"2016-10-04T09:35:46","guid":{"rendered":"http:\/\/ulqini-online.com\/sajti\/?p=11095"},"modified":"2016-10-04T11:44:27","modified_gmt":"2016-10-04T09:44:27","slug":"vdekja-e-gazetes","status":"publish","type":"post","link":"https:\/\/ulqini-online.com\/sajti\/?p=11095","title":{"rendered":"\u201cVdekja\u201d e gazet\u00ebs"},"content":{"rendered":"

\"vdekja-e-gazetes\"<\/a>\u201cThe Week\u201d
\n Sa keq jan\u00eb gj\u00ebrat p\u00ebr shtypin?<\/strong><\/p>\n

Shum\u00eb keq. Tirazhi i gazetave dhe t\u00eb ardhurave nga reklamat po bie me shpejt\u00ebsi marramend\u00ebse. \u201cThe Sun\u201d n\u00eb Britani kishte nj\u00eb tirazh prej m\u00eb shum\u00eb se 3 milion\u00eb n\u00eb vitin 2010; n\u00eb fillim t\u00eb k\u00ebtij viti, kishte r\u00ebn\u00eb n\u00eb 1.7 milion\u00eb. \u201cThe Daily Telegraph\u201d ra nga 691000 n\u00eb 488500 gjat\u00eb po t\u00eb nj\u00ebjt\u00ebs periudh\u00eb; \u201cThe Guardian\u201d, nga 302000 n\u00eb 166500. K\u00ebt\u00eb pranver\u00eb, \u201cThe Independent\u201d pushoi s\u00eb ekzistuari si nj\u00eb gazet\u00eb e shtypur. Q\u00eb nga viti 2005, m\u00eb shum\u00eb se 300 gazeta lokale n\u00eb Britanin\u00eb e Madhe jan\u00eb mbyllur. E nj\u00ebjta gj\u00eb ka ndodhur n\u00eb pjes\u00ebn m\u00eb t\u00eb madhe t\u00eb bot\u00ebs per\u00ebndimore. Sipas Shoqat\u00ebs Bot\u00ebrore t\u00eb Gazetave dhe Botuesve t\u00eb Lajmeve, gjat\u00eb pes\u00eb viteve t\u00eb fundit tirazhi i gazetave ka r\u00ebn\u00eb me 23.9% n\u00eb Europ\u00eb dhe 11% n\u00eb Amerik\u00ebn e Veriut. (Ndon\u00ebse fal\u00eb rritjes n\u00eb Indi, Kin\u00eb dhe gjetk\u00eb, n\u00eb novel global ai \u00ebsht\u00eb rritur me 22%: r\u00ebnia e gazet\u00ebs s\u00eb shtypur \u00ebsht\u00eb problem i Bot\u00ebs s\u00eb Par\u00eb).<\/p>\n

P\u00ebrse po ndodh ko gj\u00eb?<\/strong><\/p>\n

N\u00eb nj\u00eb fjal\u00eb t\u00eb vetme: prej Internetit. Modeli i vjet\u00ebr i biznesit p\u00ebr gazetat\u00a0 ishte \u201cmbulimi i \u00e7mimit plus reklamat\u201d. Tani q\u00eb lajmet botohen falas n\u00eb Internet, shitjet e gazetave jan\u00eb goditur keq. Reklamat po zhvendosen nga shtypi n\u00eb internet: T\u00eb ardhurat nga reklamat p\u00ebr gazetat e shtypura n\u00eb Mbret\u00ebrin\u00eb e Bashkuar ran\u00eb me 11% n\u00eb vitin 2015, ose 150 milion\u00eb st\u00ebrlina \u2013 m\u00eb shum\u00eb se fatura e pagave t\u00eb \u201cThe Times\u201d, \u201cThe Sunday Times\u201d dhe \u201cDaily Telegraph\u201d t\u00eb marra s\u00eb bashku. P\u00ebr vite me radh\u00eb, gazetat kishin shpresuar t\u00eb mb\u00ebrrinin n\u00eb nj\u00eb pik\u00eb kompensimi, ku t\u00eb ardhurat nga reklamat online do t\u00eb mbushnin boshll\u00ebkun e shkaktuar prej gazetave t\u00eb shtypura. (bota.al)<\/p>\n

Kjo nuk ka ndodhur. Reklamat online nuk sjellin shum\u00eb t\u00eb ardhura \u2013 zakonisht m\u00eb pak se 10% t\u00eb t\u00eb ardhurave totale. P\u00ebr shembull faqja shum\u00eb e suksesshme \u201cMail Online\u201d ka 14 milion\u00eb vizitor\u00eb n\u00eb dit\u00eb, megjithat\u00eb t\u00eb ardhurat e saj n\u00eb 2015, afro 73 milion\u00eb sterlina, ishin shum\u00eb m\u00eb pak se sa biznesi i gazet\u00ebs s\u00eb shtypur t\u00eb Mail. Nj\u00eb tjet\u00ebr pionier i gazetaris\u00eb digjitale, \u201cThe Guardian\u201d ka nj\u00eb prani shum\u00eb t\u00eb madhe online, por nga pik\u00ebpamja financiare \u00ebsht\u00eb n\u00eb v\u00ebshtir\u00ebsi \u2013 n\u00eb vitin 2015 pati humbje prej 69 milion\u00eb st\u00ebrlina. Oreksi p\u00ebr lajme \u00ebsht\u00eb i fort\u00eb si gjithmon\u00eb \u2013 ndoshta edhe m\u00eb i madh \u2013 por gazetat vuajn\u00eb p\u00ebr t\u00eb \u201cmonetizuar p\u00ebrmbajtjen\u201d.<\/p>\n

P\u00ebrse nuk sjellin t\u00eb ardhura reklamat online?<\/strong><\/p>\n

Reklamat e klasifikuara ishin dikur nj\u00eb burim i madh t\u00eb ardhurash p\u00ebr gazetat, por k\u00ebto jan\u00eb \u201cg\u00eblltitur\u201d kryesisht prej faqeve t\u00eb specializuara si AutoTrader, PrimeLocation dhe eBay. Biznesi i reklamave online \u00ebsht\u00eb i dominuar prej aktor\u00ebve t\u00eb m\u00ebdhenj digjital\u00eb, si Google dhe Facebook, q\u00eb p\u00ebrthithin pjes\u00ebn m\u00eb t\u00eb madhe t\u00eb shpenzimeve p\u00ebr reklama: N\u00eb Britanin\u00eb e Madhe, fitimet e Google vitinq \u00eb kaloi ishin 4.92 miliard\u00eb st\u00ebrlina. Ato kontrollojn\u00eb m\u00ebnyr\u00ebn se si konsumohen pjesa m\u00eb e madhe e lajmeve \u2013 Facebook dhe Google kan\u00eb portalet e tyre t\u00eb lajmeve, nd\u00ebrkoh\u00eb q\u00eb Apple ka nj\u00eb aplikacion t\u00eb ri \u2013 gj\u00eb q\u00eb u jep shum\u00eb avantazh. Dhe programet e bllokimit t\u00eb reklamave online e rrisin v\u00ebshtir\u00ebsin\u00eb p\u00ebr k\u00ebt\u00eb lloj tregu.<\/p>\n

Po sikur t\u00eb k\u00ebrkohet pages\u00eb p\u00ebr materialet?<\/strong><\/p>\n

Nj\u00eb num\u00ebr titujsh i ofrojn\u00eb materialet e tyre me pages\u00eb, ose kan\u00eb adoptuar nj\u00eb sistem ku ofrojn\u00eb vet\u00ebm disa artikuj falas n\u00eb muaj. Kjo gj\u00eb funksionon p\u00ebr botimet v\u00ebrtet\u00eb cil\u00ebsore me p\u00ebrmbajtje t\u00eb specializuar: p\u00ebr shembull, Financial Times kishte 566000 t\u00eb regjistruar digjital\u00eb n\u00eb vitin 2015. The Times, The Sunday Times dhe The Daily Telegraph jan\u00eb gjithashtu me pages\u00eb, dhe duket se kan\u00eb sukses \u2013 por kjo gj\u00eb redukton shum\u00eb trafikun n\u00eb rrjet. Shum\u00eb gazetave u \u00ebsht\u00eb dashur t\u00eb pranojn\u00eb se kjo gj\u00eb thjesht\u00eb nuk funksionon. Vitin e kaluar, The Sun i dha fund, pasi kishte t\u00ebrhequr vet\u00ebm 250 000 lexues t\u00eb regjistruar.<\/p>\n

A fitonin ndonj\u00ebher\u00eb para gazetat?<\/strong><\/p>\n

Disa prej tyre kan\u00eb qen\u00eb shum\u00eb fitimprur\u00ebse. Si\u00e7 thoshte Rupert Murdoch n\u00eb vitin 2005, ato ofronin \u201clumenj me flori\u201d. Por ndonj\u00ebher\u00eb, shtoi ai, \u201clumenjt\u00eb thahen\u201d. Sipas Financial Times, fitimet e lider\u00ebve t\u00eb tregut \u2013 The Daily Telegraph, The Daily Mail dhe The Sun \u2013 ran\u00eb me 40% n\u00eb dekad\u00ebn e fundit. E v\u00ebrtet\u00eb, disa gazeta cil\u00ebsore kan\u00eb vuajtur edhe n\u00eb t\u00eb kaluar\u00ebn, por ato mb\u00ebshteteshin prej trusteve jofitimprur\u00ebse (The Guardian), apo nga grupe t\u00eb m\u00ebdhenj fitimprur\u00ebs (The Times). Problemi i madh \u00ebsht\u00ebse, m\u00ebnyra si njer\u00ebzit konsumojn\u00eb lajmet, ndoshta ka ndryshuar p\u00ebrgjithmon\u00eb. (bota.al)<\/p>\n

Si ka ndryshuar konsumi i lajmeve<\/strong><\/p>\n

Gazeta tradicionale \u00ebsht\u00eb enciklopedike: ajo b\u00ebn bashk\u00eb pak nga gjith\u00e7ka \u2013 lajme, komente, sport, kultur\u00eb, stil jetese. Por sot, lexuesit online kan\u00eb prirjen t\u00eb kalojn\u00eb nga nj\u00eb faqe interneti n\u00eb tjetr\u00ebn, duke u fokusuar tek ato q\u00eb lidhen me interesat e tyre t\u00eb ve\u00e7anta \u2013 leht\u00ebsia e botimit n\u00eb internet, ka b\u00ebr\u00eb t\u00eb mundur krijimin e nj\u00eb num\u00ebri t\u00eb madh faqesh t\u00eb vogla t\u00eb specializuara. Sipas nj\u00eb studimi t\u00eb OECD n\u00eb vitin 2010, leximi online \u00ebsht\u00eb shum\u00eb m\u00eb \u201cad hoc, i parregullt dhe sporadik\u201d, sidomos mes t\u00eb rinjve. K\u00ebshtu q\u00eb, p\u00ebrpjekja p\u00ebr t\u00eb p\u00ebrs\u00ebritur gazet\u00ebn e p\u00ebrditshme n\u00eb internet, mund t\u00eb jet\u00eb e destinuar t\u00eb d\u00ebshtoj\u00eb. N\u00eb t\u00eb kund\u00ebrt, gazetat e fundjav\u00ebs kan\u00eb mbajtur shum\u00eb m\u00eb mir\u00eb.<\/p>\n

A ka r\u00ebnd\u00ebsi r\u00ebnia e gazet\u00ebs?<\/strong><\/p>\n

R\u00ebnia e t\u00eb ardhurave n\u00ebnkupton q\u00eb dit\u00ebt e redaksive t\u00eb m\u00ebdha jan\u00eb t\u00eb num\u00ebruara. Mes viteve 2001 dhe 2010, numri i gazetar\u00ebve n\u00eb Mbret\u00ebrin\u00eb e Bashkuar ra me pothuaj nj\u00eb t\u00eb tret\u00ebn. Disiplinat \u2013 kontrolli i fakteve, trainimi, akreditimi \u2013 q\u00eb karakterizojn\u00eb gazetarin\u00eb serioze jan\u00eb n\u00eb rrezik. Si\u00e7 thot\u00eb Katharine Viner, Kryeredaktore e The Guardian, \u201credaksit\u00eb jan\u00eb n\u00eb rrezik q\u00eb t\u00eb humbasin at\u00eb q\u00eb ka m\u00eb shum\u00eb r\u00ebnd\u00ebsi n\u00eb gazetari: zbulimin e atyre gj\u00ebrave q\u00eb dikush nuk do q\u00eb ju ti dini, p\u00ebrmes \u2018daljes n\u00eb rrug\u00eb\u2019, k\u00ebrkimeve, pyetjeve sfiduese\u201d. Ashtu si e sheh ajo, lajmet do t\u00eb dominohen gjithnj\u00eb e m\u00eb shum\u00eb nga artikuj q\u00eb sh\u00ebrbejn\u00eb si \u201ckarrem p\u00ebr klikime\u201d \u2013 artikuj t\u00eb ricikluar q\u00eb jan\u00eb shkruar q\u00eb n\u00eb krye t\u00eb her\u00ebs p\u00ebr t\u00eb t\u00ebrhequr trafikun n\u00eb internet, kjo n\u00eb d\u00ebm t\u00eb debatit demokratik. Do t\u00eb jet\u00eb e v\u00ebshtir\u00eb t\u00eb ruhen investigimet e gjat\u00eb dhe t\u00eb holl\u00ebsish\u00ebm.<\/p>\n

A \u00ebsht\u00eb v\u00ebrtet\u00eb kaq i zymt\u00eb horizonti?<\/strong><\/p>\n

Jo. Shumica e gazetave t\u00eb m\u00ebdha jan\u00eb duke mbijetuar, ndon\u00ebse jo duke lul\u00ebzuar, dhe ulja e barrierave t\u00eb futjes n\u00eb k\u00ebt\u00eb biznes ka sjell\u00eb nj\u00eb seri faqesh t\u00eb reja q\u00eb kan\u00eb ndihmuar p\u00ebr prishjen e monopolit t\u00eb disa pak organizatave t\u00eb lajmeve. \u201cShoq\u00ebria nuk ka nevoj\u00eb p\u00ebr gazeta. Ajo p\u00ebr t\u00eb cil\u00ebn kemi nevoj\u00eb, \u00ebsht\u00eb gazetaria\u201d, argumentonte disa vite m\u00eb par\u00eb guruja i Internetit, Clay SHirky. Por s\u00ebrish, gazetaria e mir\u00eb \u00ebsht\u00eb e kushtueshme. Ajo p\u00ebr t\u00eb cil\u00ebn kemi v\u00ebrtet\u00eb nevoj\u00eb jan\u00eb m\u00ebnyrat p\u00ebr ta financuar. \/ P\u00ebrgatiti: www.bota.al<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cThe Week\u201d Sa keq jan\u00eb gj\u00ebrat p\u00ebr shtypin? Shum\u00eb keq. Tirazhi i gazetave dhe t\u00eb ardhurave nga reklamat po bie me shpejt\u00ebsi marramend\u00ebse. \u201cThe Sun\u201d n\u00eb Britani kishte nj\u00eb tirazh prej m\u00eb shum\u00eb se 3 milion\u00eb n\u00eb vitin 2010; n\u00eb fillim t\u00eb k\u00ebtij viti, kishte r\u00ebn\u00eb n\u00eb 1.7 milion\u00eb. \u201cThe Daily Telegraph\u201d ra nga 691000 […]<\/p>\n","protected":false},"author":1,"featured_media":11096,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[12],"tags":[],"class_list":["post-11095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinione"],"_links":{"self":[{"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=\/wp\/v2\/posts\/11095","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11095"}],"version-history":[{"count":3,"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=\/wp\/v2\/posts\/11095\/revisions"}],"predecessor-version":[{"id":11099,"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=\/wp\/v2\/posts\/11095\/revisions\/11099"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=\/wp\/v2\/media\/11096"}],"wp:attachment":[{"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11095"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11095"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ulqini-online.com\/sajti\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11095"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}