{"id":9014,"date":"2011-12-17T13:55:01","date_gmt":"2011-12-17T10:55:01","guid":{"rendered":"http:\/\/www.bilgeyatirimci.com\/?p=9014"},"modified":"2011-12-17T13:55:12","modified_gmt":"2011-12-17T10:55:12","slug":"gazete-pazarlamasi","status":"publish","type":"post","link":"https:\/\/www.bilgeyatirimci.com\/i\/gazete-pazarlamasi\/","title":{"rendered":"Gazete Pazarlamas\u0131"},"content":{"rendered":"<p><strong>H\u00dcRR\u0130YET\u2019in kurucusu Sedat Simavi (1898-1953) g\u00fcnl\u00fck bir gazete \u00e7\u0131karmadan \u00f6nce T\u00fcrkiye\u2019nin bir numaral\u0131 dergicisiydi.<\/strong><\/p><div class=\"bilge-yaziust\" style=\"margin-top: 10px;margin-bottom: 10px;\" id=\"bilge-2556591278\"><ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-7495567325667578\"\r\n     data-ad-slot=\"9580705384\"\r\n     data-ad-format=\"rectangle\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><\/div>\n<p>Sedat Simavi\u2019nin \u201cYED\u0130G\u00dcN\u201d adl\u0131 haftal\u0131k dergisi bundan 70 y\u0131l \u00f6nce 100 bin adet sat\u0131yordu. Demek ki, Sedat Simavi bir pazarlama ustas\u0131yd\u0131. Bu ustal\u0131\u011f\u0131n\u0131 g\u00fcnl\u00fck gazete \u00e7\u0131kart\u0131rken de g\u00f6stermi\u015ftir. H\u00fcrriyet 1948\u2019den beri istikrarl\u0131 olarak T\u00fcrkiye\u2019nin en \u00e7ok satan gazetesidir. Sedat Simavi, m\u00fc\u015fterisini yani \u201chedef kitlesini\u201d iyi tan\u0131yordu. O kesimin \u201ctatmin edilmeyen bir ihtiyac\u0131\u201d oldu\u011funu g\u00f6rd\u00fc ve o ihtiyac\u0131 talebe d\u00f6n\u00fc\u015ft\u00fcrmek i\u00e7in bir \u00fcr\u00fcn tasarlad\u0131. Onu \u00fcretti, sat\u0131n al\u0131nabilir bir fiyattan piyasaya \u00e7\u0131kard\u0131 ve her yerde bulunabilir hale getiren da\u011f\u0131t\u0131m a\u011f\u0131n\u0131 \u00f6rg\u00fctledi. \u00c7ok b\u00fcy\u00fck bir \u201cmarka\u201d yaratt\u0131.<\/p>\n<p><strong>HALKA SATILAN GAZETE OLMAK<\/strong><\/p>\n<p>Ben H\u00fcrriyet ailesine kat\u0131ld\u0131\u011f\u0131mda Sedat Simavi d\u00f6neminin mutfak ustalar\u0131ndan Tahsin \u00d6ztin, yar\u0131 emekliydi. Bazen yaz\u0131 da yaz\u0131yordu. Tahsin Bey\u2019le bir\u00e7ok sohbete kat\u0131ld\u0131m. Tahsin Bey tam bir halk adam\u0131yd\u0131. Bug\u00fcnk\u00fc afral\u0131 tafral\u0131 bas\u0131n prenslerine hi\u00e7 benzemiyordu. Yal\u0131n d\u00fc\u015f\u00fcn\u00fcyor, basit konu\u015fuyordu. Onun kimli\u011finde \u201cH\u00fcrriyet\u201d denilen gazete markas\u0131n\u0131n \u201chalka verdi\u011fi s\u00f6z\u00fcn anlam\u0131\u201d kolayl\u0131kla de\u015fifre edilebiliyordu. Tahsin Bey, Sedat Simavi\u2019nin H\u00fcrriyet\u2019i tasarlarken,\u00a0 kendisine\u00a0 \u201cnas\u0131l bir gazete yapacaks\u0131n\u0131z?\u201d diye soranlara verdi\u011fi tarihi cevab\u0131 s\u0131k, s\u0131k tekrarlard\u0131. Sedat Simavi, \u201cT\u00fcrkiye\u2019de gazeteler, devlete sat\u0131l\u0131r. Ben, halka sat\u0131lan bir gazete \u00e7\u0131karaca\u011f\u0131m\u201d diyerek H\u00fcrriyet\u2019in misyonunu a\u00e7\u0131k bir \u015fekilde ortaya koymu\u015ftu. Sedat Simavi halka sat\u0131lan gazete olmay\u0131 becerince, yeteri kadar reklam geliri elde edebilece\u011fini ve bu sayede devlete muhta\u00e7 olmadan ve iktidar\u0131n \u00f6n\u00fcnde e\u011filmeden gazetenin ya\u015fayabilece\u011fini \u00f6ng\u00f6rm\u00fc\u015ft\u00fc. Bu form\u00fcl h\u00e2l\u00e2 ge\u00e7erlidir.<br \/>\n<strong><br \/>\nGAZETEC\u0130L\u0130K VE S\u0130YASET\u00c7\u0130L\u0130K<\/strong><\/p>\n<p>Osmanl\u0131\u2019dan beri T\u00fcrkiye\u2019de \u201cgazetecilik ve siyaset\u00e7ilik\u201d bir paran\u0131n iki y\u00fcz\u00fc olmu\u015ftur. Her d\u00f6nemde aktif siyasette diki\u015f tutturamayan h\u00fcrriyet\u00e7i, devrimci, solcu, gerici ve b\u00f6l\u00fcc\u00fc muhalifler \u00e7areyi gazetecilik kisvesi alt\u0131nda \u201csiyaset\u201d yapmakta bulmu\u015ftur. Gazetecilik kisvesi alt\u0131nda muhalif siyaset yapanlar boy att\u0131k\u00e7a, siyaset\u00e7iler de \u201c\u00f6rt\u00fcl\u00fc gazetecili\u011fe\u201d ba\u015flam\u0131\u015ft\u0131r. As\u0131l niyetleri gazeteci de\u011fil, T\u00fcrkiye\u2019yi y\u00f6netmek olan muhalif veya yanda\u015flar y\u00fcz\u00fcnden \u201cba\u011f\u0131ms\u0131z siyasi gazetecilik\u201d geli\u015fememi\u015ftir. B\u00f6yle bir ortamda, iktidar kavgas\u0131na bula\u015fmadan magazinsel habercilik yapan H\u00fcrriyet uzun y\u0131llar halk\u0131n tercih etti\u011fi gazete olmu\u015ftur.<br \/>\n<strong><br \/>\nMEDYA, PATRONLARIN S\u0130LAHLI KUVVET\u0130D\u0130R<\/strong><\/p>\n<p>Bizim \u00f6zel sekt\u00f6r\u00fcm\u00fcz, ke\u015fif ve icatlarla de\u011fil, \u201cg\u00fcmr\u00fck korumas\u0131, eksi faizli kredi, permi, ucuz d\u00f6viz, arsa ve imar katakullileri, ihaleler ve \u00f6zelle\u015ftirme\u201d gibi kamu kaynakl\u0131 rantlarla ne\u015fv\u00fcnema bulmu\u015ftur. 1980\u2019den sonra uyan\u0131k giri\u015fimciler, devletle rant pazarl\u0131\u011f\u0131na yapabilmek i\u00e7in, zarar\u0131na \u00e7al\u0131\u015fmay\u0131 g\u00f6ze alarak medyaya girmi\u015ftir. Bunu da \u201cnas\u0131l silahl\u0131 kuvvetlerin k\u00e2rl\u0131l\u0131\u011f\u0131 yoksa medya yat\u0131r\u0131mlar\u0131n\u0131n da zarar\u0131 sorulmaz\u201d diyerek veciz bir \u015fekilde anlatm\u0131\u015flard\u0131r. Bu d\u00f6n\u00fc\u015f\u00fcm bir bak\u0131ma gazetecili\u011fin sonu olmu\u015ftur. E\u011fer h\u00fcr bas\u0131n, demokrasinin vazge\u00e7ilmez bir par\u00e7as\u0131ysa, bug\u00fcnk\u00fc yap\u0131 de\u011fi\u015fmelidir. O zaman \u201csen reklam veya propaganda malzemeni ver, biz onu haber yapal\u0131m\u201d gazetecili\u011fi bitecektir.<br \/>\nSon S\u00f6z: Besleme medya, medyas\u0131zl\u0131k yarat\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>H\u00dcRR\u0130YET\u2019in kurucusu Sedat Simavi (1898-1953) g\u00fcnl\u00fck bir gazete \u00e7\u0131karmadan \u00f6nce T\u00fcrkiye\u2019nin bir numaral\u0131 dergicisiydi. Sedat Simavi\u2019nin \u201cYED\u0130G\u00dcN\u201d adl\u0131 haftal\u0131k dergisi bundan 70 y\u0131l \u00f6nce 100&hellip;<\/p>\n","protected":false},"author":14,"featured_media":936,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-9014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tumyazilar"],"_links":{"self":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts\/9014","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/comments?post=9014"}],"version-history":[{"count":0,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts\/9014\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/media\/936"}],"wp:attachment":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/media?parent=9014"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/categories?post=9014"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/tags?post=9014"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}