On The Study Of Newspaper Distribution

"No matter an authoritative newspaper or a tabloid newspaper, once it cannot be traded off, it is a dead paper; no matter a daily newspaper or an evening paper, once it cannot increases its quantity of circulation, it cannot hold a quotient in advertisement". This is a motto popular in the press circles which evidently reveals the vitally important consequence of circulation in the modem press economy: it in the higher part induces editors to the market, and lays foundation for advertisement in the lower part; in one word, this motto is actually the supporting tache in the circulating system of press operation which is characterized by good stories, higher circulation, and more advertisement. The amount of circulation of a news press not only directly concerns its efficiency of advertisement, but also affects its image in the impression of the readers. Nevertheless, such a problem of significance which racks all the brains of those press runners is being seldom mentioned in the study of journalism; even a somewhat systematic introduction is hard to find. Based on the practices of press circulation and referring to the ideas of the modern market management, the present work processes a detailed study of the significance of the work of circulation, principle of operation, content of management, as well as the tendency of self-contained circulation. Accordingly, this work falls into four parts: Part â…  The "shoulder pole"of press operation Starting from the two prominent changes happened since 1978 in the Chinese press circle, the part make an analysis of the position of circulation which transforms in accordance with the two changes. The work of circulation should not be arranged at the final step of the procedures of "editing-printing --circulating",but a shoulder pole of press economy, shouldering the social benefit of press management at one end, and the economic b enefit at the other. Apart from its functions as a tool of measuring t he quality of a newspaper and weighing the efficiency of news trans formation, it is also a decisive factor in increasing or decreasing the volume of advertisement. Part II The combination of management and distribution in newspaper Taking the combination of management and distribution of the modem marketing management as its theoretical foundation, and considering the strategies of marketing management of newspaper from the standpoint of the readers, the paper emphasizes on the analysis of different distributing methods like posting distribution, self-determined distribution, retail, comprehensive marketing management, and attempts to establish a conformity-corporation like strategic system of distribution. Part III Distribution management The daily extending scale of newspaper distribution and its continuously exploring network is so outstanding that it calls for higher demands for the management of press reader file, distribution finance, and distribution group. Focusing on the perfection of management system and evaluating management level, this part labors to work out a feasible project. Part IV: Where dose self-determined distribution bead to Based on the analysis of the methods of distributing operation, this part contributes to the prospect of four major developing tendency of self-determined distribution: the distributing area turns to be centralized instead of being dispersed; the distributing market develops from haos?to rderliness? the distributing network moves from obturation to openness;...