Abstract:
Although the problems are inherent, as for the functioning of the media
market, as and to produce quality journalism, the fact is that local media is
now an important actor in the country, which has its own importance and
deserves a detailed study. Nowadays, local media is faced with a number of
challenges, as the economic difficulties, facing the new technological
developments, confronting local government or politics, lack of
professionalism, and the resistance of media owners to journalists control. At
first, small markets create significant difficulty in consolidating media
businesses since the cost of the products of these businesses is almost the
same as that produced in the media working for major markets, while gains
are much smaller. Government intervention trends are somewhat obvious
and direct, but the legal framework does not apply, as well as for copyright.
These are the problems facing the local media administrator. We examine
the relationships between administrator‘s personality, his flexibility (ability
to adapt quickly to environmental changes), and firm performance. We have
observed cases of local media management in Shkodra, and we think that
strategic flexibility mediates the relationships between administrator‘s
personality and firm performance of his media (TV, newspaper or web). Our
results extend previous research by not only highlighting the importance of
administrator‘s personality in driving the flexibility and being competitive,
but also indicating how each facet of administrator‘s personality either
enhances or inhibits the media efficiency.
