ABSTRACT
The media companies that participate in competitive markets are not far from the search of utilities to stay in the business, and therefore, their executives require improving the techniques and management tools. Before devoting to the management, it is necessary to recognise that there is an intensive intellectual work in media companies and that it is exercised mainly by journalists. The journalistic work thus becomes the main input of media companies, but it presents two problems at the moment of directing it. Quality is part of the search of the productivity, which consists in being efficient and effective. The Total Quality Management (TQM) theory could help greatly to reach the quality in the newsroom, with the necessary adaptations to the reality of the journalists themselves. In order for journalists to participate in the TQM philosophy and to assume the commitment of quality with society and with the very company, the motivation should play a preponderant roll.
