“The Philippine Daily Inquirer” I. Introduction Philippine Daily Inquirer is one of the most prominent newspapers in the Philippines. It is the most widely read newspaper nowadays because of its updated content. The Philippine Daily Inquirer is undeniably the country’s most widely read and circulated newspaper. With over 2. 7 million nationwide readers daily, it enjoys a market share of over 50% and tops the readership surveys.
Not only is it the most read among all sectors and ages, it is also the country’s most trusted source of hard-hitting news and countless exposes. Distinguished by award-giving bodies like the Catholic Mass Media Awards, Jaime Ongpin Awards for Investigative Journalism and Anvil Awards, it is the Philippines’ most awarded broadsheet with over 200 awards and citations. Besides being the country’s leading journalistic voice, the Inquirer is also strongly committed to social responsibility and has taken an active role in various socio-civic programs.
Its business savvy and social conscience have been recognized with the Agora Award for Outstanding Marketing Company of the Year in 1998, Anvil Award of Merit for its participation in Tabang Mindanaw and Gold Quill Award of Excellence for Economic, Social and Environmental Development in 2003. It is also the most environmentally friendly newspaper in the country, being the first local newspaper to use organic soy-based ink, 100% recycled newsprint and a resizing of the paper saving seven trees a day.
It won a special citation from the Catholic Mass Media Awards for its environmental initiatives and a Gold Quill Award of Excellence for its youth readership program. Its meaningful goal of making a difference in the everyday life of Filipinos continues to be the driving force behind its journalistic and corporate initiatives. As the country’s no. 1 newspaper, the Philippine Daily Inquirer will remain steadfast in its commitment to bring “Balanced news, fearless views” to readers when and where it matters. II. History The Philippine Daily Inquirer was born in the last days of 1985. Like its predecessors, the Mr. and Mrs.
Special Edition and the weekly Philippine Inquirer, it was to play an important role in helping bring about chronicling the historic EDSA revolution. The Sandiganbayan on December 2, 1985 acquitted all 25 soldiers and a civilian accused in the Aquino-Galman double murder case. At about the same time, President Ferdinand E. Marcos called for a snap presidential election. Ms. Corazon C. Aquino, widow of Sen. Benigno S. Aquino Jr. , was soon nominated by the opposition to run against Marcos. A strong demand then arose for a credible alternative broadsheet that would compete with the three national dailies controlled by the government.
Mrs. Eugenia D. Apostol, Chair of Mr. & Ms. Publishing Co. , and a group of media people organized the INQUIRER to meet the demand for a credible broadsheet. The group headed by Mrs. Apostol wanted to have a newspaper that was truly independent, free from the influence of interest groups. The INQUIRER started publishing with less than P1 million in seed money, its maiden issue, published on December 9, 1985, sold 30,000 copies. The first issue said that the INQUIRER would chronicle the times with candor and courage. The paper later adopted the slogan “Balanced News, Fearless Views.
The new daily was housed in the dilapidated one-story Star Building on 14th and Railroad streets in Port Area, Manila. It was put out by 40 editors, reporters, correspondents, photographers and other editorial employees working in a 100 square meter newsroom. Columnist Louie Beltran was named its Editor-in-Chief. The INQUIRER’s circulation increased as Ms. Aquino’s campaign picked up. By January 1986 it was selling 100,000 copies and by February 1986, shortly before
After the EDSA Revolution, the circulation settled down, but the INQUIRER still ranked second among the top broadsheets with 175,000 paid copies daily. On June 27, 1986, the INQUIRER transferred to the former Madrid Restaurant on EDSA. The new president, Ms. Corazon C. Aquino, was the guest of honor at the inauguration. In its first year of operation, the Philippine Daily Inquirer, Inc. ranked 339th on the list of top 1,000 companies of the country. Since then it has been consistently on the list in 1988, 530th; in 1989, 467th; in 1990, 451st in 1991; 451st again; in 1992, 349th ; in 1993, 333rd; in 1994, 315th; and in 1995, 296th.
Frederico D. Pascual, former assistant managing editor of the Daily Express, was named executive editor in February 1987, replacing Beltran. Pascual was appointed Editor-in-Chief two years later. On Sept. 22, 1987, two veterans in newspaper management joined the INQUIRER: Mariano B. Quimson, Jr. as president and Ben M. Pangilinan as Vice President for Marketing, it was also at that time that the INQUIRER received an additional capital infusion. In November of that year, the INQUIRER began setting up a modern electronic newsroom Today, the entire editorial and production operation of the INQUIRER is 100 percent computerized.
On November 17, 1987 the INQUIRER moved again, this time to the BF Condominium on Aduana Street, Intramuros. It was in 1990 that the INQUIRER overtook the lead of another daily and became the country’s biggest circulated broadsheet. This was validated by a circulation audit conducted by Sycip, Gorres and Velayo for the Print Media Audit Council which found that the INQUIRER had an average net paid daily circulation of 200,759 for the period of October 1989 to March 1990. Since that time the INQUIRER has consistently led in the circulation ratings.
The BF Condominium building was damaged in the earthquake of July 1990. On January 5, 1991 the INQUIRER transferred to the YIC building on United Nations Avenue and Romualdez Street in Malate. On June 14, 1991, Leticia Jimenez Magsanoc, columnist and associate publisher, was appointed Editor-in-Chief. On January 26, 1994, Ms. Apostol, the INQUIRER founding chair, retired and Ms. Marixi R. Prieto took over her post. A group led by Eduardo Espiritu, former PNB president bought Ms. Apostol’s shares in the company. Previously, a group headed by Ms. Prieto had bought into the Philippine Daily Inquirer, Inc.
On Feburary 4, 1994, the PDI board of directors appointed Isagani Yambot as publisher. The INQUIRER transferred to its building on Chino Roces Street (formerly Pasong Tamo) corner Yague and Mascardo Streets in Makati City on January 5,1995, its printing press was installed earlier, only about 20 meters away from the office building. The INQUIRER is now the No. 1 newspaper in the country in terms of ciculation and readership. It has a daily average circulation of 250,000 and a Sunday circulation of 270,000. Based upon the Asia Research Organization’s (ARO) trimedia survey, it is estimated that more than 2. million readers nationwide are now reading the INQUIRER. Of the INQUIRER’S 416 employees, 192 are with the editorial group and 224 with the business group. In addition to its 56 regular reporters based in Metro Manila, the INQUIRER has 90 provincial correspondents who cover the news throughout the country. It has four news bureaus in Baguio City (Northern Luzon), Legaspi City (Southern Luzon), Cebu City (the Visayas) and Davao City (Mindanao). To date, The Inquirer is the most awarded broadsheet. It’s writers have been honored with over 100 awards and citations.
It was chosen Newspaper of the Year by the Rotary Club of Manila in 1992 and was lone print media awardee in January 1995, during the visit of Pope John Paul II, when it was cited by the Catholic Mass Media Awards for Best News Reportage. In May 1997, it was again given the CMMA award (now the Lorenzo Ruiz Award) for its “pork barrel” series. It also received the Webby Award for its website (www. inquirer. net), and Agora award for Marketing Company of the Year, and in 1999, the grand prize of the 1998 Citibank Excellence in Journalism Award (Elena Torrijos) as well as an Anvil Award for Merit for its Tabang Mindanaw campaign in ’98.
In May 1998, Ben Pangilinan formally retired from the office and was succeeded by Alexandra P. Romualdez as president. The INQUIRER has come a long way from December 1985 when it started on a P1 million budget and enjoyed an initial circulation of 30,000. It is now the daily newspaper with the biggest circulation and readership. It is considered one of the most influential dailies in the country today. III. Mission, Vision, and Values The mission of the Philippine Daily Inquirer is to be the dominant, most respected and influential Philippine media organization for Filipinos here and abroad.
Generally speaking, they want to be known having an important role in the society. Not only locally but to be acclaimed internationally. Their vision is focused on becoming a world-class processor of news and information, publishing the country’s newspaper of record, informing and influencing our public, providing other excellent services and serving as a catalyst for social progress – all within the framework of a liberal democracy. And lastly, their corporate values which are focused on these things as follows: Excellence
We uphold the highest standards in journalism and provide top-quality service to readers, advertisers and clients. We perform our roles to the best of our abilities and continuously seek to improve our expertise and skills. We strive to be reliable, accurate, efficient and effective in the delivery of our services and management of our finances. Integrity We abide by the principles of honesty, fairness and incorruptibility in our journalistic, business and interpersonal conduct. Through these, we establish our credibility and become worthy of the trust of our stakeholders. Editorial Independence
We maintain the freedom to take a position regardless of external and internal pressure, ensure that we hear out all sides, decide responsibility without fear or favor, and respect independent thinking and freedom to express views and opinions. Responsibility We work for the betterment of our nation and strive to preserve and conserve resources in all our undertakings. Teamwork We respect and trust each member of the team and work harmoniously to achieve the organization’s goals. Dynamism We continuously improve and respond to the changing needs of the environment, the market and the organization.
We adopt an open-minded, forward-looking and proactive stance in meeting the challenges of the future. In upholding these values, we seek the guidance of Divine Providence to attain higher levels of development. IV. S. W. O. T. ANALYSIS This is an analysis which enumerates the strengths, weaknesses, opportunities and threats. Philippine Daily Inquirer has fully established a good name in the media industry. It is known as one of the best leading newspapers in the country. We have asked few people with regard to their opinion about the newspaper to determine its strengths and weaknesses.
STRENGTHS •The main strength of PDI is their news paper Name. No matter where people live, almost everybody knows their news paper Name. •The Philippine Daily Inquirer is undeniably the country’s most widely read and circulated newspaper. •It is also the most environmentally friendly newspaper in the country, being the first local newspaper to use organic soy-based ink, 100% recycled newsprint and a resizing of the paper saving seven trees a day. •Following the principle of honesty, fairness and credibility when giving information. •One of the reputed news paper industries today. They have digital edition available to all readers. •Good reputation among customers. WEAKNESSES •PDI news paper is not readable by a commoner. •High cost structure. Not all people can afford the price of the news paper. OPPORTUNITIES •Aside from the internet (inquirer. net) and radio (radio inquirer) there is the opportunity for the famous publisher to go on television. • As a medium, it helps to inform the general public to be aware of the latest events in the country in all aspects be it in the politics, showbiz, economy, etc.. Another thing is it emphasized quality news reporting which can bring up the mind of the people to think broader things in life. •It also helps the economy in terms of employment, as they hire people who qualify to their requirements. • It plays a good competition in the media industry which can influence other media companies to perform a healthy and balance information to the public. THREATS •Because of the many forms of new media, people would not be interested anymore to subscribe to newspaper •Because of the majority of the Filipinos are uneducated, they tend to prefer to buy newspaper which are printed in tagalong. In terms of price, small media companies who print newspaper in tagalog are more affordable so they patronize more on them. •The computers and internet can affect the print media to boom the industry specifically the newspapers because they can also be read through the internet without buying them. • If public would not patronize their newspaper chances would be more unemployment scenario if the company closes if they could not survive anymore. V. Competitors In the world of media, competition is never an outcast.
Even television and radio stations are all aiming to be number one, and so as all the newspaper companies throughout the country. Philippine Daily Inquirer is only one of those competing newspaper companies. One of the most famous newspapers in the country is the Manila Bulletin. The Manila Bulletin (also known as the Bulletin and previously known as the Manila Daily Bulletin and the Bulletin Today) is the Philippines’ largest broadsheet newspaper by circulation, followed by the Philippine Daily Inquirer. It bills itself as “The Nation’s Leading Newspaper”, which is its official slogan.
Founded in 1900 as a shipping journal, it is the second-oldest Philippine newspaper, second only to The Manila Times. Its name was changed from Bulletin Today on March 12, 1986. It was originally owned by a Swiss expatriate named Hans Menzi. The Manila Bulletin survived the Martial law era of President Ferdinand Marcos for propaganda purposes. The newspaper is owned by Filipino-Chinese business mogul Emilio Yap, who, aside from the Manila Bulletin Publishing Corporation (the paper’s controlling company), also owns the Manila Hotel, Centro Escolar University and Euro-Phil Laboratories.
The company has been listed on the Philippine Stock Exchange since 1990, and had revenues of approximately US$45 million in 2004. Besides its flagship it publishes two other daily tabloids, Tempo and Balitia, as well as nine magazines such as thePhilippine Panorama, Bannawag, Liwayway, Bisaya and a host of other journals in English, Tagalog,Cebuano and other Philippine languages. Another newspaper that is reigning in the media organization today is the Philippine Star. The Philippine Star is a daily English-language broadsheet newspaper based in Manila and circulated nationwide in the Philippines.
Owned and published by PhilSTAR Daily, Inc, it was founded on July 28, 1986 by veteran journalists Max Soliven, Betty Go-Belmonte and Art Borjal. The Philippine STAR has an established circulation in Hong Kong and Saudi Arabia. It is among the top three broadsheets in the country, by circulation, along with the Philippine Daily Inquirer and the Manila Bulletin, with other Philippine newspapers trailing far behind. Data from the Neilsen Media Index for the first quarter of 2008 show that the Philippine Star is the most read broadsheet in the Philippine capital of Metro Manila, with a Monday-to-Saturday readership of 47. percent. As of the last semester of 2007, the Media Index also showed the Star is the number one broadsheet among the ABC1 socio-economic class, with 47. 3 percent of the market, up from 35. 7 percent the previous year. A separate survey by the Nielsen Media Research – Print Advertising Information Service, which monitors print advertising placements, shows that in 2007, the STAR received the lion’s share of advertising expenditure among all other Philippine broadsheets. It reports P2. 97 billion worth of advertising went to the Philippine Star, followed by P2. 8 billion for the Philippine Daily Inquirer, and P1. 35 billion for the Manila Bulletin. All of the leading newspapers today already have many similarities today. It only depends on how they market themselves to prove that they are better than anybody. Some of the other newspapers gaining prestige today are Manila Times, Business Mirror, Manila Tribune and many more. VI. Recommendation Philippine Daily Inquirer has already done all the best to establish their good name and image in the media industry.
Based on the analysis that we did, I would like to focus more on the suggestions to improve their weaknesses and make it become part of the strength. We have stated in the weaknesses that Philippine Daily Inquirer is not readable by a commoner and it is something that seems to be a high cost structure. We would like to recommend to the company to have a Filipino version of the newspaper written in the native language so it is easier for all types of readers to understand the content and meaning.
Make it friendlier to all readers. Because today, not all Filipinos are able to understand the English language and most of them belong to the middle and average classes only. Even those who are really capable of reading in the English language are not becoming interested in newspapers written in English simply because it needs a little more of effort to fully understand. When it comes to the high cost structure, we would like to recommend to the company to lessen the pages.
As one of the readers of their newspaper, we find it a little too hard to understand and our interests focus only in one page or two. We don’t really like reading all of the pages of the paper. Another suggestion, make it more attractive. Just like with the advertisements of products, make it pleasing for the eyes of their readers. Also make it more affordable for the Filipino people. Media Management and Marketing Group Members: Montereza A. Veloria Natasha Kate Mendoza Ma. Theresa Cambel Carylle Estrella Charles Aguilar Monday/Thursday 6:00 pm to 7:30 pm Professor Dino Cantal