New strategies for promoting the city newspaper in the information market of China

Authors

  • Zhang Haiyan The Institute of Journalism, Belarusian State University, 9 Kal’varyjskaja Street, Minsk 220004, Belarus

Keywords:

city newspaper, print media of China, strategy, market, editorial and publishing activities, advertiser, advertising, marketing

Abstract

The article reveals the national features of the functioning of the city press as an important segment of China's information market. The editorial and publishing approaches are analyzed in the conditions of sharp competition with a view to preserving the circulation and the readership. The strategic directions of work with the readership at different historical stages of the development of the city press are noted. New strategies are being explored in the advertising campaigns of publications and work with advertisers. The regularity of the commercialization of the press in modern social and economic conditions is substantiated. Various directions of preparation and implementation of city newspapers are considered in the conditions of market mechanisms.

Author Biography

  • Zhang Haiyan, The Institute of Journalism, Belarusian State University, 9 Kal’varyjskaja Street, Minsk 220004, Belarus

    postgraduate student at the department of literary art criticism

References

  1. [Analysis of the release strategy «Jinghua Newspaper»]. URL: http://media.163.com/special/007625CB/jhsb.html (date of access: 12.01.2017) (in Chin.).
  2. Yungong Y. [«Focusing on Huaxi city Newspaper»]. Beijing : Chzhungo shekhui kesyue, 2000 (in Chin.).
  3. Yanjun S. [Newspaper in China]. Beijing : Chzhungo san'sya, 2002 (in Chin.).
  4. Jinyong W [Mystery of the rise of City Newspaper in China ]. Chengdu : Publ. house of Sichuan Int. Studies Univ., 2005 (in Chin.).
  5. Xinxiong W. [Journalism of City Newspaper]. Shanghai : Publ. house Shanghai Jiao Tong Univ., 2007 (in Chin.).
  6. Guojun C. [Thick newspapers without a coin, thin newspapers will become a trend]. Běijing: Chzhungo baoe, 2006 (in Chin.).

Downloads

Published

2019-03-30

Issue

No. 1 (2018): Journal of the Belarusian State University. Journalism and Pedagogics

Section

Theory and Practice of Foreign Mass Media

License

The authors who are published in this journal agree to the following:

  1. The authors retain copyright on the work and provide the journal with the right of first publication of the work on condition of license Creative Commons Attribution-NonCommercial. 4.0 International (CC BY-NC 4.0).
  2. The authors retain the right to enter into certain contractual agreements relating to the non-exclusive distribution of the published version of the work (e.g. post it on the institutional repository, publication in the book), with the reference to its original publication in this journal.
  3. The authors have the right to post their work on the Internet (e.g. on the institutional store or personal website) prior to and during the review process, conducted by the journal, as this may lead to a productive discussion and a large number of references to this work. (See The Effect of Open Access.)

How to Cite

[1]
Haiyan, Z. 2019. New strategies for promoting the city newspaper in the information market of China. Journal of the Belarusian State University. Journalism. 1 (Mar. 2019), 92–99.