Pampanga Agricultural CollegeMagalang, Pampanga

Institute of Arts and Sciences

“A Case Study of a Local NewspaperAs Mass Media Form:”

Sun Star Pampanga – for Print Media

In partial fulfillment for the requirements in Dev Comm 11

(Introduction to Mass Media)

Prepared by:

Malonzo, RubiaCunanan, Kriss KringleManalang, YabigailBondoc, Angelica MarieBulaun Edward

Submitted to:

Ms. Chrysl Avegeil S. NobleInstructor

Dev Com 11

Introduction

The Philippine press has undergone striking changes. Throughout its history,

having been regarded as one of the freest in the world for some time like its counterparts

in other free countries, it has made great strides in matters of technique, content and

treatment. (Rosario Nem Singh 1987)

It is in the Spanish Period that print media was introduced. By then newspaper

were born. Sooner, many kinds of periodicals have been printed, proving that the

country, Philippines has a free will in terms of speech, of expression and of the press.

A newspaper is one of the mass media forms that is published periodically,

usually daily or weekly, containing the most recent happenings. It presents data in

clearly designed text and provide detailed information. It is in this publication where

important topics can be covered in a series of articles. It was also described to be

influential in creating awareness and mobilizing public opinions. Finally, it can provide

people the articles that can be shared and kept as reference.

Today’s newspaper shows a wider, deeper and more imaginative coverage of

international news. The shift reflects the growing concern for world affairs yet, it is also

very good to know on how community newspapers have touched people’s lives not only

in its premises (locally) but also nationally.

Research Objectives:

1. To identify/describe one of the existing newspapers in the province of Pampanga.

2. To have a preview/knowledge about the history of the established newspaper in

the said province.

3. To have a knowledge on how a newspaper is being operated and managed.

4. To list/enumerate the problems encountered by the established newspaper and the

solutions made by the management.

5. To be able to see the significance of a newspaper in the community, specifically

in Pampanga.

Methodology

An interview of the newspaper’s general manager, Mr. Narciso C. Sula Jr., with a

prepared questionnaire as a guide was conducted by the group researchers in order to

gather all the necessary data about the study. The group went personally to the general

manager’s office lending a formal request letter for an interview before hand.

The researchers went to the new office of Sun Star Pampanga at Tire City

Compound, Ms Arthur Highway Dolores, City of San Fernando not only to ask some

questions to the general manager and the staff but also to see the whole package of the

community newspaper, in other words to see what and how is the set-up as well.

The group also visited the newspaper’s printing room located at the ground floor

of the building to take some photos for documentation and of course to see and observe

personally the machines and other mechanical devices used for printing the newspaper.

We were not able to go further of the room were photos are developed/printed because it

is closed for the reason that the production of newspapers starts in the evening according

to one of the staff who assisted the group in the place.

The researchers, even in just a short span of time were able to meet and to know

the people behind the community newspaper but not all the writers because some were

out for news-gathering and field work.

With this personal visit in the site, it enabled the researchers to get valuable and

accurate information on any related matter about the study.

Results and Discussion

Newspaper - Sun Star Pampanga

Website - www.sunstar.com.ph/pampanga

E-mail – sspdaily@yahoo.com/sspdaily@gmail.com

Location – Tire City Compound, Mc Arthur – Highway, Dolores, City of San Fernando

A Brief Background

Sun Star was established first in Cebu in 1979. Its major audience were in the

South and in 1995, former DOTC Secretary Garcia initiated a partnership of Sun Star in

Pampanga which was then called Sun Star Clark. From weekly issues of the newspaper to

thrice a week went up to daily issues when Laus Group became the partner of the

newspaper in July 2000. Having now a bigger scope, it was renamed from sun Star Clark

to Sun Star Pampanga. Also, the newspaper hold its former office in Dau, Mabalacat then

transferred to Tita’s Commercial Building II, San Fernando – Olongapo Highway, San

Fernando and is recently in the Tire City Compound, McArthur Highway, Dolores, City

of San Fernando, Pampanga.

Sun Star Pampanga is a community newspaper, not necessarily profit-oriented but

promotes certain advocacies. It’s main objective is to give people the right information in

the right place and at the right tine, especially the people in Pampanga. It has a tagline

“Sun Star Pampanga No.1 in readership” and eventually being “No.1 on the Web.”

Sun Star has its independent branches in Pampanga, Mindoro, Palawan, Cebu,

Bacolod, Iloilo, Aklan, Antique, Capiz, Cagayan de Oro, Davao, Zamboanga and Baguio.

Strategies of Operation

Looking at the practical side, according to Mr. Sula, Sun Star Pampanga runs and

is operated like any other business. It is also sensitive about the marketing aspect. He

added that the newspaper cannot survive without the financial aid of advertisers with thir

products. Because, Sun Star Pampanga do not make money by selling the newspaper

itself, so it generates money by making advertisements.

“You also have to consider workers and staff, the production/printing machines

and ink, and other supplies”, Mr. Sula said. In order for them to maintain the production

of the newspaper, the supply must be always available, must come up with the best

quality product(newspaper), cost it affordable otherwise, Sun Star Pampanga will get left

behind from other daily issues.

Mr. Sula also told the researchers that Sun Star Pampanga promotes certain

advocacies such as motivating people to open their eyes for the truth and not demote

rights of the people especially the freedom of speech, expression and of the press.

Newspaper Section and Description

Section Description

1. Top Stories International, national, local news covered

(headlines)

2. Opinion Editor’s opinion on latest issues, this page

includes the letter to the Editor and the

editorial cartoon.

3. Health News Community health issues also includes

bible passages and horoscope.

4. Classified Ads Job openings/offerings, sale, etc.

5. Entertainment(TV/Movie Guide) Showbiz issues, personalities and movie/tv

showings.

6. Feature Feature articles about the community,

entertaining topics, featured places

7. Business Economic issues/ news about

advertisements , local, national business.

8. Prime Sports Latest happenings in sports, development

and recreation (famous athletes/players)

Sun Star Pampanga reserves the right to edit commentaries and letters for length,

language, style, clarity and accuracy. It reserves the right to reject articles it deems

obscene, discriminatory or libelous. Opinions expressed in the paper are those of their

authors and do not necessarily reflect the views of the editorial department.

Problems Encountered and Solutions Made by the Management

As history dictates, newspapers before were not business-driven. But honestly

speaking, according to Mr. Sula, Sun Star Pampanga can’t help but worry about the

bottom line which is the financial aspect. As noted before, it survives because of

advertisers, yet one of the problems encountered by the management is the pulling out of

advertisements. One of the examples cited by Mr. Sula is the Robinson’s Starmills

Pampanga case when they didn’t like the news being published about their product

because of an individual who reported at Sun Star Pampanga for the unmet needs.

Mr. Sula added that the newspaper will not sell if it is all about good news. It

must have an impact to people’s everyday lives. Yet, a problem also occurs when some

people do not want to be the subject of the news. They rush in at the Sun Star

Pampanga’s Office and warns the management foe a libel suit.

A personal encounter of these problems is also encountered by Mr. Sula himself

and almost of the reporters. Because they are in the print media, they are like facing the

giants in the community especially politicians. They do get death threats and warnings

from these influential and powerful people because of some revealing or controversial

issues.

As Mr. Sula stated, you cannot solve those problems however, you can minimize

them. Problems are part of the system. As you turn the pages of this case study, one of

the solutions made by the management is shown in the photo documentation.

“You cannot avoid people getting mad especially when they are involved in

unwanted issues,” claimed Mr. Sula.

First things first done by the management in solving problems, is getting the side

of the people involved before publishing the news. Fairness must still prevail. Also, one

is not qualified in this field if he/she is faint-hearted because the job is not for the weak

people. The newspaper is an instrument in standing for the truth. Observing ethics in

writing is also one of the ways on how to solve problems according to the general

manager.

*Additional Information about Sun Star Pampanga

Editor-in-Chief : Abelardo A. Malig Jr.

Editorial Staff : Reynaldo G. Navales

Ian Ocampo Flora

Jose Victor T. De Leon

Chief Photographer : Christopher T. Navarro

Editorial Assistants : Christopher D. Sunga

Mar Benedict N. Bacquian

General Manager : Narciso T. Sula Jr.

Marketing Manager : Leslie P. Salunga

Marketing Assistant : Jhona R. Ocampo

Advertising Executive : Marissa S. Pamintuan

Angeela R. De Ala

Production : Romil Tulabut

Edward Yabut

Reggie Salas

Homer Santos

Circulation : Peter Alwin Mendoza

Jonathan Garcia

Administrative Staff : Ethel Garcia

Myka G. Buscayno

Ariel Sanchez

Russel A. Castro

Emil S. Ocampo

Summary, Conclusion and Recommendations

There’s no better way to express freedom than to have a free-press. Pampanga is

blessed with a community newspaper, Sun Star Pampanga. It only shows that people

from this community has the keen sense of democracy.

Information can do a lot of things. It drives people into action. With this fact, Sun

Star Pampanga helps people the right information in the right place at the right time,

people may be updated on local, national and even international issues.

Through the information which Sun Star Pampanga provides whether in Top

Stories, opinion, health, news, classified ads, entertainment, feature, business and prime

sports, it clearly advocates the holistic view of an individual, a well-rounded individual.

The strategies of operation of Sun Star Pampanga bears with the problems it encounters.

Indeed, it is very risky to manage or maintain a community newspaper because, of

financial matters yet it really tests one’s dedication, determination and passion in

searching the truth. Even giants in the community can’t do nothing with these qualified

attitude of a journalist, even of an individual.

The significance of Sun Star Pampanga in the community directly stated by Mr.

Sula is that it promotes debate among people. Once an individual is well – informed, he

has his basis in everything and it enables him to stand for what is right. For instance, you

can choose a good leader in the community by simply reading articles in the newspaper.

In short, it will help you decide. Sun Star Pampanga also promotes the economy. People

will get to know the products and job openings by checking the business and classified

ads section. There is also exchange of goods. This newspaper also creates a sense of

community. Democracy is not very vibrant on communities which do not have this

media. It is a pride for Kapampangans to have its own newspaper (daily issues). Besides,

the newspaper itself may serve as a basis or reference for truth.

The saying “Customers are always right” is not true always. Take the case of Sun

Star Pampanga it sometimes antagonize people even if it is advertisers, powerful and

influential people just to tell the truth and stick to its guiding principle.

Learning from the Process

Rubia C. Malonzo

One newspaper has a motto, a practical one as mottos go: “If you ask no

questions, you will be told no truths.” Well, when I first heard about the word “case

study”, it scared me a lot. Why? I don’t know the reason behind, maybe I am just always

looking and considering my comfort zones and that scary word can’t be seen in my zone.

It’s my first time to conduct a case study. It’s quite different from the previous researches

I’ve done.

The motto in the first paragraph challenged me much more than I imagined. An

interview with the general manager put some butterflies in my stomach but prayer, as

always, through the Holy Spirit, convicted me not worry on that simple matter.

It was fun doing the study and it excites me a lot meeting people with the same

interest as mine which is journalism. I, together with my groupmates had a great time

especially when we went to San Fernando to know personally the people behind Sun Star

Pampanga. Mr. Jun Sula, the general manager of the newspaper left us these significant

recommendations: as DevComm students, we must read a lot, improve our skills in

writing, work more even extending school hours, have the passion, feed our brains with a

lot of things (good things of course), involve in activities that is for self – improvement,

find out our potentials, care for the happenings around us, devote ourselves for personal

improvement and finally have the guts!

I learned that development is also about thinking and writing, I am very thankful

to the Lord for giving us the courage to pursue and finish this scary word “case study!”

Angelica Marie G. Bondoc

When I first heard the word “case study” I thought it will be a very difficult

research work for us. Yes, it’s quite difficult because it needs a lot of patience for us to

come up with a sensible research paper/narrative report. But at the same time, conducting

a case study is fun and it excites me, even my groupmates.

Together with my groupmates, definitely we enjoyed it, especially when we went

to San Fernando to conduct an interview with the General Manager of Sun Star

Pampanga, Mr. Sula. Because of this interview, I learned a lot of things, Mr. Sula told us

that we should read a lot, feed our brains, improve our writing skills, care for the

happenings around us, and how to communicate with others effectively. I gained some

pointers on how to become a good researcher. I learned that gathering information is not

that easy. Lastly, I gained more knowledge about community newspaper and community

broadcasting that somehow will really help me in my chosen profession someday.

Yabigail S. Manalang

Before we started interviewing Mr.Sula,the General Manager of Sun Star

Pampanga, he asked first where we live, where we study and what course do we take.

Then he told us also his brief background. After that, we started interviewing him and I

was so excited.

I have learned, according also to Mr. Sulfa that you must take the course you

really want, enjoy life, your studies and the good things. Mr. Sula and the staff were very

approachable we are so glad that they welcomed whole heartedly especially the general

manager

I also learned that a newspaper is standing up for the truth and it gives people the

important, and it helps our economy when people buy the advertisement. And also I

learned that free press is important, without it, you cannot see the democracy. Sun-star

Pampanga also encountered some problems, like some people do not want to be the

subject of the news. I have learned that the problems that comes in their company or in

the community newspaper can be minimize, but you cannot solve it.

And lastly, I learned that if you want to be a journalist or if you want to work in a

newspaper company you must have read a lot to improve your skill, to be passionate, to

devote yourself a lot and you must excel in writing, reading, and speaking and on how to

communicate with others without abusing. I want to go back in sun-star Pampanga to

visit them again and thanks for the wonderful experience and it may help me a lot.

Kriss Kringle Cunanan

I realized that “patience” is important in conducting the interview to be able to

come up with our case study. During the interview of Mr. Narciso Sula Jr. the General

Manager of Sun Star Pampanga, I learned that it is a community newspaper, not for profit

but for certain advocacy. I also learned that it is not easy to run a newspaper publication.

Like other businesses, Sun Star Pampanga is a business driven. It also encounters

problems like any other newspaper. One of this worrying about the bottom line (profit).

Some people may not like to be the subject of the news. But these problems cannot be

solved because those are realities. It is part of the system.

I learned a lot about Sun Star Pampanga after interviewing Mr. Sula. The most

important was that I gained more knowledge about community newspaper. I gained some

pointers that I may not forget “observe the ethics” according to Mr. Sula. I’m happy that

I experience doing a case study. It may help me a lot in my chosen profession someday.

Edward Bulaun

I have learned a lot from our case study. I learned that you cannot go to a work

like journalism, newspaper, writing, etc. if you do not love reading, speaking and writing.

Second, if you want a big salary don’t work for a newspaper publication. Lastly, media

like newspaper, radio, tv are good for people, but it is not when abused.

PHOTO DOCUMENTATION