Research On Advertising Strategies Of Sichuan Agriculture Daily

China is an agricultural country and has put much emphasis on problems of agriculture, rural areas, and farmers, which have become the attentive focus of mass media with the issuing of a series of relative documents. However, Chinese media are facing an awkward fact, that is, provincial newspapers with the principle of serving agriculture, rural areas, and farmers were marginalized, which contrasts sharply with the prosperous development of metropolitan newspapers.Sichuan Agriculture Daily, the only newspaper serving farmers and guiding work in agriculture and rural areas, has been sold over200,000copies each year with increasing advertising revenue in the last four years, generating RMB5.12million Yuan in2010. After analyzing rules of advertising development in the past five years and the composition of advertising industry in2010, the author found managers in newspaper offices merely pursue advertising earnings while neglecting to develop marketable advertisements and explore advertising market in the long term, which caused the excessive concentration of advertising industry, simplex management mode and the divergence of advertisement investment from public needs.In addition, rural newspaper is very weak in competing with TV media to attract consumers and gain market shares, its market has been gradually divided and nibbled by the rapid development of new mass media like intemet and cell phones. Furthermore, publishing limitations and difficulties in making profit make it harder for rural newspaper to get out of current situation.Based on investigations of consumers’advertisement demand and other successful advertising operation modes, this paper put forward some management strategies such as adjusting business structure, strengthening event planning, improving brand image, enhancing core competitiveness and expanding communication with the assistance of internet media resources, etc.