Development Strategy Of Newspaper Advertising Under Background Of Big Data

The arrival of the era of big data, leads to a lot of revolutionary changes in human life. In particular, as information producer the media industry is facing challenges and opportunities never met before and exacerbated by changes in the media industry, the entire media industry is reshuffling. The new media is relying on internet’s huge data resources and accurate data processing capabilities to share media advertising market. While the newspaper, as representative of the traditional media, due to its own shortage of spreading, such as net-type of presence with poor targeted audience, one-way information publishing, indirect feedback and higher cost as well as weak ability of data analysis. 2015 comes with the winter of newspaper advertising, it fell with cliff-type, closures and layoffs of newspaper industry can be constantly seen in public as key words. Therefore, it’s urgent to study the survival way of newspaper advertising under the background of big data, to seek and explore the new concept and mode of newspaper advertising is tremendously meaningful.This thesis relies on theory of media evolution theory, 5W theory as well as demassification communication theory, treat "big data transformation" of newspaper advertisement as the research object, using methods of literature research, case analysis, logical reasoning method and summarizing method, based on the analysis of China’s newspaper advertising development from prosperity to the cliff fell, exploring the causes of newspaper advertising recession in the era of new media, try to analyze how to reshape newspaper advertising and finally put forward feasible suggestion for newspaper industry to promote competitiveness, such as accurate advertising and anti-popularization spread-type. This article tries to provide some constructive suggestions for China’s newspaper advertising “big data transformation” development. The research content of this paper is divided into five parts:The first part is the introduction of research background, research significance, domestic and foreign literature review, research content, research methods and technical route as well as related theories, such as the theory of media evolution, 5W theory and the theory of public communication.The second part is the development review and current situation of the newspaper advertisement. This part mainly includes two points: one is the analysis of China’s newspaper advertisement development process: from the brilliant time to cliff fall. The other one is to explore the reason of newspaper advertising’s cliff-type falling, both of impacts from new media and the shortages of itself.The third part is to study what changes have big data brought to our life, including human government management, the way of thinking and commercial market etc. Especially analyze how big data remodeling the newspaper advertising.The fourth part is the case analysis of the application of big data to improve the advertising effect of domestic and foreign newspapers. Mainly analyze how the Chicago forum uses the big data transformation achieving from the brink of bankruptcy to profitability and Foshan daily data transformation of the exploration.The last part is the analysis of the development strategy of newspaper advertising development in the era of big data. This part includes the necessity analysis, requirements analysis and specific measures.