Section 21 广告的重要性

Chapters

Chapter One The Role of Journalism
- Section 1 Press / Media Concepts - Role of Media
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- Exhibit 1.0 Which Press Concept Do You Prefer?
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- Section 2 Independence of the Press / Media
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- Section 3 Professional Journalism
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- Exhibit 3.0 International Federation of Journalists Declaration of Principles on the Conduct of Journalists
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Chapter Two Strategic Planning
- Section 4 Seeking Answers
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- Exhibit 4.0 Where Is This Newspaper Going?
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- Exhibit 4.1 Paul Gauguin: Where Do We Come From? What Are We? Where Are We Going?
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- Exhibit 4.2 Strategic Planning Procedures
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- Section 5 Mission Statement
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- Section 6 Leadership and Management
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- Section 7 Analysis of Strengths and Weaknesses, Opportunities and Threats
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- Exhibit 7.0 Marketing Environment Classification
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- Exhibit 7.1 Case Study of the New Times Weekly
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- Exhibit 7.2 New Times Weekly Market Trends
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- Exhibit 7.3 Analysis of the New Times Weekly Marketing Environment
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- Section 8 Goals and Objectives
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- Exhibit 8.0 Newspaper Growth Cycle
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- Exhibit 8.1 Circulation Spiral
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- Section 9 Importance of Planning
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Chapter Three Business Plan
- Section 10 Why Set Up a Business Plan?
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- Section 11 Who Should Prepare a Business Plan
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- Section 12 Make Up Your Mind Before Setting Up Figures / Entrepreneurial Journalism
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- Section 13 Business Plan Outline
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- Section 14 Business Organization
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- Section 15 Brief List of Planned Actions
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- Section 16 Business Purpose and Function
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- Section 17 Marketing Plan
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- Section 18 What Is Your Market?
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- Section 19 Who Is Your Competition?
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- Exhibit 19.0 Circulation and Readership of Weekly Newspapers in the New Castle City Area
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- Section 20 What Share of the Market You Will Gain
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- Exhibit 20.0 Circulation Market of Weekly Newspapers in the New Castle City Area
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- Section 21 Why Advertising Is Important
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- Section 22 Advertising Plan
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- Exhibit 22.0 General Terms of Advertising Policy at the New Times Publishing House
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- Section 23 Advertising Rate Card
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- Exhibit 23.0 New Times Weekly Advertising Rate Card
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- Section 24 Circulation Plan
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- Exhibit 24.0 Ad Discounts for the New Times Club Members
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- Exhibit 24.1 Distribution Channels of Brestski Kurier
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- Section 25 Promotion Plan
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- Section 26 Management Plan
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- Section 27 Operating Budget
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- Exhibit 27.0 The New Times Weekly Plan of Editions
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- Exhibit 27.1 The New Times Weekly Advertising Budget
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- Exhibit 27.2 The New Times Weekly Circulation Budget
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- Exhibit 27.3 The New Times Weekly Production Budget
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- Exhibit 27.4 The New Times Weekly Personnel Budget
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- Exhibit 27.5 The New Times Weekly Operating Budget
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- Section 28 Planning and Budgeting Timetable
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- Exhibit 28.0 Timetable of Planning and Budgeting Process
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- Section 29 Planning for Growth
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Chapter Four Editorial Content
- Section 30 How to Learn What Readers Want to Read
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- Exhibit 30.0 The Questionnaire for Readers of Daily Newspapers
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- Section 31 Editorial Line / Guidelines / Policy - Content Strategy
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- Exhibit 31.0 Major Segments of Newspaper Coverage
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- Exhibit 31.1 The Review of Economic Indicators to Watch and Analyze
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- Exhibit 31.2 The Editorial Line of the New Times Daily
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- Exhibit 31.3 Choosing Subhead of the New Times Daily
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- Section 32 Designing a Key Draft and the Content of Pages
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- Exhibit 32.0 The Key Draft of the New Times Daily
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- Exhibit 32.1 The Editorial Content of the New Times Daily
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- Section 33 Facts and Opinion
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- Section 34 Journalistic Types
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- Exhibit 34.0 Traditional Journalistic Genres
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- Exhibit 34.1 Relations Among Universal Journalistic Types
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- Exhibit 34.2 News and Analysis Structure Comparison
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- Exhibit 34.3 Feature Story - Long-Form / Short-Form / Slow / Literary Journalism
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- Section 35 Craft or Art?
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- Section 36 Editorial Board
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- Exhibit 36.0 Statutes of the Editorial Board of the New Times Daily
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Chapter Five Organization Structure
- Section 37 Building Up a Firm
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- Exhibit 37.0 The Organization Chart of a Typical Large U.S. Daily Newspaper
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- Section 38 Drawing an Organization Chart
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- Section 39 Do We Need an Organization Chart?
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- Section 40 A Weekly Newspaper of Eight Pages
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- Exhibit 40.0 The New Times Weekly of Eight Pages
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- Section 41 A Weekly Newspaper of 16 Pages
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- Exhibit 41.0 The New Times Weekly of 16 Pages
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- Exhibit 41.1 Owners, Managers and Employees of the New Times Weekly of 16 Pages
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- Section 42 A Weekly Newspaper of 48 Pages
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- Exhibit 42.0 The New Times Weekly of 48 Pages
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- Section 43 A Daily Newspaper
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- Exhibit 43.0 The New Times Daily
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- Section 44 Organization Order
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- Exhibit 44.0 The Organization Order of the New Times Publishing Company
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- Exhibit 44.1 Management and Performance Layers
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- Section 45 Writing Job Descriptions
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- Exhibit 45.0 Statutory Body
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- Exhibit 45.1 General Manager / CEO / Publisher
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- Exhibit 45.2 Business Manager
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- Exhibit 45.3 Advertising Manager
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- Exhibit 45.4 Assistant Advertising Manager
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- Exhibit 45.5 Advertising Sales Representative
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- Exhibit 45.6 Advertising Billing Representative
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- Exhibit 45.7 Advertising Copy Writer
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- Exhibit 45.8 Circulation Manager
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- Exhibit 45.9 Circulation Representative
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- Exhibit 45.10 Marketing Manager
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- Exhibit 45.11 Financial Director
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- Exhibit 45.12 Chief Accountant
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- Exhibit 45.13 Accountant - Analyst
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- Exhibit 45.14 Accountant
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- Exhibit 45.15 Payroll Representative
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- Exhibit 45.16 Financial Representative
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- Exhibit 45.17 Credit Analyst
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- Exhibit 45.18 Personnel Representative
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- Exhibit 45.19 Administrative Clerk
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- Exhibit 45.20 Receptionist
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- Exhibit 45.21 Delivery Assistant
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- Exhibit 45.22 Janitor
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- Exhibit 45.23 Information Systems / IT Manager
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- Exhibit 45.24 Deputy Information Systems / IT Manager
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- Exhibit 45.25 Editor-in-Chief
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- Exhibit 45.26 Assistant to the Editor-in-Chief
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- Exhibit 45.27 Managing Editor
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- Exhibit 45.28 Deputy Managing Editor for Economics and Business
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- Exhibit 45.29 Deputy Managing Editor for Society and Politics
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- Exhibit 45.30 Assistant Managing Editor for Administration
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- Exhibit 45.31 Desk Editor / Copy Editor
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- Exhibit 45.32 Wire Editor
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- Exhibit 45.33 Regional News Editor
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- Exhibit 45.34 Deputy Regional News Editor
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- Exhibit 45.35 Senior Editor (Foreign Editor, Culture Editor, Sports Editor, Special Supplements Editor)
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- Exhibit 45.36 Editor
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- Exhibit 45.37 Translator - Analyst
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- Exhibit 45.38 Reporter
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- Exhibit 45.39 Columnist
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- Exhibit 45.40 Photographer
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- Exhibit 45.41 Senior Graphic Designer
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- Exhibit 45.42 Graphic Designer
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- Exhibit 45.43 Senior Proofreader
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- Exhibit 45.44 Proofreader
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- Exhibit 45.45 Librarian
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- Exhibit 45.46 Researcher
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- Exhibit 45.47 Newsroom Clerk
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- Exhibit 45.48 Typist
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- Exhibit 45.49 Driver
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Chapter Six Labor Organization
- Section 46 Labor Organization Requires a System
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- Section 47 Newsroom Planning and Budgeting
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- Section 48 Reporting, Writing and Editing
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- Exhibit 48.0 Editing Procedures at the New Times Daily
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- Exhibit 48.1 Corrections Policy at the New Times Daily
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- Section 49 Stylebook
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- Exhibit 49.0 The New Times Stylebook Excerpts
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- Section 50 Placing Advertisements
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- Exhibit 50.0 Ad Pages Cluster
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- Exhibit 50.1 Order of Placing Advertisements on News and Editorial Pages in the New Times Daily
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- Exhibit 50.2 Formats of Placing Advertisements on News and Editorial Pages
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- Exhibit 50.3 Advertising Dummy Sheet
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- Section 51 Dealing With Hidden Advertising
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- Section 52 Special / Topical Supplements and Sections / Editions / Websites / Webpages / Projects
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- Exhibit 52.0 Placing a Supplement in the New Times Daily
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- Exhibit 52.1 Placing Another Section in the New Times Daily
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- Section 53 Business Lists Section
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- Exhibit 53.0 Types of Companies in a Business Lists Section
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- Section 54 Technological Production
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- Exhibit 54.0 Technological Production Procedures at the New Times Daily
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- Section 55 Newsroom Library as a Source of Information
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- Exhibit 55.0 List of Information Sources at a Newsroom Library
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- Exhibit 55.1 Research Request
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- Section 56 Selling Information Published in a Newspaper
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- Exhibit 56.0 Rate Card of Information Services at the New Times Daily
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Chapter Seven Human Resources
- Section 57 Personnel Management
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- Section 58 Seeking and Recruiting Competent Workers
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- Section 59 Training
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- Exhibit 59.0 List of Informative Materials for a New Employee at the New Times Publishing Company
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- Exhibit 59.1 Employee Handbook Outline
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- Section 60 Motivation
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- Exhibit 60.0 Maslow's Hierarchy of Needs
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- Section 61 Performance Evaluation
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- Exhibit 61.0 Job Performance Indicators Evaluated at the New Times Daily
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- Exhibit 61.1 Performance Evaluation Form of a Journalist at the New Times Daily
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- Exhibit 61.2 Ranges of Percentage Salary Raise at the New Times Daily
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- Section 62 Salaries - Wages - Benefits - Earnings
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- Exhibit 62.0 What a Motivating Salary Should Reflect
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- Exhibit 62.1 Salary Categories at the New Times Daily
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- Exhibit 62.2 Salary and Honoraria Ratios for Journalists at the New Times Daily
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- Section 63 Honoraria
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- Exhibit 63.0 Honorarium Rate Card of the New Times Daily
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Chapter Eight Communication
- Section 64 Importance of Communication
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- Exhibit 64.0 Basic Rules of Communication at the New Times Weekly of Eight Pages
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- Section 65 Ways of Communication
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- Section 66 Oral Communication
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- Exhibit 66.0 A Semi-Annual General Meeting of Employees at the New Times Daily
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- Exhibit 66.1 A Weekly Operational Meeting at the New Times Publishing Company
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- Exhibit 66.2 A Weekly Editorial Planning Meeting at the New Times Daily
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- Exhibit 66.3 A Weekly Departmental Planning Meeting at the New Times Daily
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- Exhibit 66.4 A Morning News Meeting at the New Times Daily
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- Exhibit 66.5 An Afternoon News Meeting at the New Times Daily
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- Exhibit 66.6 A Front Page Meeting at the New Times Daily
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- Section 67 Written Communication
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- Exhibit 67.0 Message Form
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- Exhibit 67.1 New Times Bulletin
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- Section 68 Communicating With Customers and Public
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