A Study Of Advertisement Value Added Service Of Metropolis Newspaper

Metropolis newspaper is main strength of newspaper economy of our country and the pioneer of reform. Metropolis daily have remained the top for ten years among the newspaper market since the initiation of Western China Metropolis News in 1995. With the severe competition in the newspaper market, metropolis daily is confronted with challenges and pressures from interior and exterior. Under this situation, the author focuses on opening the field of the value added service on the advertisement, and put forward the new idea of development.Advertisement is the lifeline of metropolis newspaper, the advertisement revenue accounts for 60 to 80 percent even in the course of multi- management. More than 2,100 different newspapers all over the country there are, and the increasing range of advertisement is dropping, so it is the first event to maintain and raise the advertisement revenue.Research, on how to handle with advertisement sale is undoubted significance to stabilize the advertisement market, maintain the long-term health development, and expand the market of metropolis daily. It is the purpose and the starting point of the research. In this paper, the author analysis many problems emerged in the competition by the macro-analysis of metropolis newspaper's development and the present competition situation. Thus, through the profit from the model and idea of value added service of telecommunication, the author boldly proposes the model and the contents of the value added service of metropolis newspaper, and gives the specific strategic method to carry on.At present, quite few researches focus on value added service of information communications, fewer on value added service of media...