Discussion on Chinese Evening Post in the New Age
Name: JinXing Student ID: S08409
Research paper supervisor:Dr.Sekou Conde
School of literature, journalism and communication Minzu University of China
2008-2009 Academic Year
Abstract：In this paper, starting from the phenomenon, in view of the current status of China Evening News , analysis and try to identify the reasons for the status quo of Evening News, and to predict the future. First of all, the authors choose an evening newspaper as a specific entry point, and revealed that its current problems. This is the first part of this paper content. In the second part, the authors begin by reviewing the development of the Golden Age, on this basis, by comparing the times of social factors and changes to the current problems to reveal the factors that evening. In the third part, a brief summary of the current newspaper industry's most developed of the evening the United States and Japan and the causes of the status quo. Social factors and changes in the times to the Evening News the impact of development and changes. In this way, in the front part of my analysis and research on the basis of the attempt, through their own thinking, in the evening papers of the last part of the trend of the future development of the theoretical prediction.
Key word: evening post; social environment; media competiton; existing environment ; problem analysis; trend
Ⅰ. Introduction
1. Significance of the topic papers, the contents of the framework and research method.
Although many evening newspapers have chosen to publish their newspaper in the morning, but there are also changed back from morning to evening, that is to say shortly after the publication of issue changed to the afternoon of the model, the repeated operations on the volatile, reflecting in particular the practitioners is editor at a loss on the ideological understanding, with the guidance of the latter theory can not be separated from the deletion. In view of this, this paper attempts to Evening survival based on the macro background, the formation and development of the evening the external conditions for in-depth analysis to identify the reasons for its current predicament. On this basis, its future development trend of theoretical prediction, and then for the evening in the new century and provide a theoretical reference.
2. Research
Through data collection and grooming, the authors found that for the study of the evening, 1997 was marked a watershed in advanced age, before that, scholars concern on the evening news were obvious lack of basic research at that time, only carried out by workers who worked in evening newspaper. After the academic began to strengthen the concern on such types of evening news and metropolitan newspapers, and for a lot of research. All in all, a large number of research results, covering a wide range, but the study there is an obvious deficiency. Generally speaking, in the following two aspects:
From the nature of the study, the majority of academics and industry researchers will focus on the point of view on the evening news practice level, more experience in some rather than theoretical research, which resulted in the guidance of evening theoretical in practice is weak and even loss.
From the study, the majority of cases are based, in other words, that is basically the study of a city environment for the development of an evening or a specific operation of the evening, for the overall development of the situation and problems is rarely discussed. Clearly, this situation made the practice of evening lack of a holistic vision, vision is relatively narrow, so the competition at a disadvantage.
3. The definition of the evening news
The press in China, and the "Evening News" that corresponds to the concept of a "Daily", which existence of in the Western ,but not the same connotation. [1] The definition of the Western press, daily newspaper, refers to publish newspapers everyday, with a relative or those weekly Tuesday, Wednesday newspapers and so on. However, in the Chinese media, the connotation of it a bit confusing that there was not only consistent with the West, that is published in daily newspapers for the type, as well as the meaning of the morning of publication, be understood as "Post." This latter meaning is relative, or the afternoon of the evening's "newspaper".
Ⅱ. The current situation of China Evening News and the existing problems
The new century, China Evening News has been various kinds of pressure, the development of the bottlenecks encountered. Compared with the 20th century 90s, the rapid development momentum, it has shown signs of recession. Direct cause of the increase came from its competitors. Among them, the main competitor is the Metropolitan. Relevant information, show that the existence of major cities in 4 or 5 metropolitan general. Under such circumstances, in the face of a powerful metropolitan impact, a lot of newspapers to choose certain measures to be addressed. In their response measures which taken, it is directly a newspaper is to be re-published in the morning from the afternoon publication, has been implemented for more than one-third of the evening the "morning publication." This shows that the status quo is not good, it encountered many problems in practice. I believe that, despite the problems faced by the newspaper to take a lot of measures, but is this measures to function work? the key is to understand the extent of the problem. So our first work is perspective the issue of status and problems.
1. Starting point： Qi'lu Evening News published in the morning reflected the status quo and problems of the evening .
Qi’lu Evening News newspaper group is sponsored by the public, Shandong Province, the only provincial evening, January 1, 1988 launch, personally inscribed by Deng Xiaoping at the first, is the largest circulation in Shandong Province, the highest advertising revenue, social impact of the biggest newspaper in . The current version of the color of 48 newspapers, daily circulation of 1,350,000 copies in more than 400 million RMB of advertising revenue. World Association of Newspapers published in the latest statistics, the circulation daily newspaper in the world top.
Qi’lu Evening News has consistently adhered to "as the reader service, make progress together with our readers," the purpose of the newspaper, insist on correct guidance of public opinion, concerned about the community, concerned about the livelihood of the people, formed its own unique ideas and newspapers newspaper style. [2] In 2005, conducted a reform that changed the morning of publication, in accordance with its own statistics, after in the "Evening News published the morning", as the extension of the 10-hour advertising, so advertising to enhance the effective arrival rate of 35%.[3] With the situation remains in the doldrums about newspaper advertising market in the country, the Qi’lu Evening News has been recognized by customers. The total amount of the annual advertising revenue 160 million RMB, profit 35 million RMB, respectively, over the same period increased by 24% and 30%.
In the eyes of Qi’lu Evening News ’staff, their competitors in Jinan, there is only one, that is, "Jinan Times." As the official newspaper, first of all, there are advantages in relation to the issue on. At the same time, as the decades-old newspapers, well-known in the surrounding areas. Have a large number of relatively fixed readers. There are four types of newspaper in Jinan City, currently geared to the needs of the people were "Jinan Times", "Daily Life", "United Daily", "China Daily." A medium-sized cities have more than 200 million of population, with four major types of the public newspapers, competition is self-evident, but the best to deal with the threat is from the "strategic defiance of the enemy", because of "tactical" ---business operation, I think, still attaches great importance to the Qi’lu Evening News opponents, from three perspectives:
First of all, Qi’lu Evening News is the first newspaper to use lead-type front-page edit mode. I think this is a move to meet the challenges, because up to now, the main rival of Qi’lu Evening News, "Jinan Times" still use of the most traditional publishing model.
Second，Qi’lu Evening News published Qi’lu weekly, and will position itself in the middle-class in the audience, I believe that there have a certain relationship with "Jinan Times" . In 2003, it launched the " public week " Accurate positioning of the audience is city's "petty bourgeoisie" From the content point of view, it is mainly towards young people published favorite things and activities which young people like it. From the packaging point of view, with a bright and lively style of the city. It can be said that a breakdown in the audience on a successful [...]
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