A Study On Revenue Model Of Advertising Management Of City Party Newspaper

There are 1931 kinds of newspapers in China in 2005,376 of which are city party newspapers. The financial allocations of city party newspapers become little and little. The city party newspaper must act as enterprise. It's quite certain that the character of the city party newspaper has decided its double acts, the guide line of public opinion and its own management. Under the highly competitive pressure, the city party newspaper, which is always the mainstream of China media, has the trend of being marginalized in the area of advertising management. How can the city party newspaper make full use of its advantages to win in the market of advertisement? This is the key problem the author wants to study in the thesis. This thesis analyses the present situation and the history of China city party newspaper advertising management development in last 20 years. The author wants to give some suggestions to all the city party newspapers through analyzing the A Daily advertising management. The thesis studies the revenue model of A Daily with business model and revenue resource and revenue model theory, focuses on the revenue source, products and customers. The study indicates, A Daily should make full use of its advantages to redesign its revenue model to cope with the intense competition in the media advertising market. In order to focus on the high growth profit rate customers, widen the revenue source and reduce the risk of advertising management, the author designs three methods to reform revenue model for A Daily. That is customer development model, product pyramid model, and brand model. In order to bring these into effect, A Daily should rebuild enterprise culture, reform products, strengthen marketing and finance control, build suitable organization and human resource system.