The Existence And Development Of China's Free Newspaper Under Market-oriented Newspaper Industry

As the acceleration of marketization and fast spreading of the media technology, the competition in medium marketplace becomes fierce day by day. After exponential increase for more than ten years, the newest medium has already approached "critical point",taking network as representative. Under the pounding, significant changes have already happened in the medium ecological environment and fundamental pattern .In the next years, the network medium will display explosive development ,and the medium ecological environment and fundamental pattern will have a bigger change.Being one of the paper medium, newspaper not only confronted with big and powerful impact from electron medium, network medium and the fifth medium, but also the competition from other newpapers, and its strong status has been shaked seriously.But in the whole-world newspaper crisis, the western countries all choosed a new kind of medium product–newspaper for free, unexpectedly simultaneously.In 1995 , the first free newspaper"daily subway"appeared in Sweden . By now, there have been more than 20 countries and districts in the world with newspaper free of charge . The situation of whole-world traditional newspaper press has been going to pot slumps during the twenty years gradually ,but free newspaper grows very fast.Compared with traditional newspaper, free newspaper has notable advantages , the first one is that you can get it conveniently ,with no money , in public places such as subway ,and you can read it rapidly in extremely short time gaining large amount of information. Another advantage is that the free newspaper easily get in touch with occasional readers, even the ones never reading newspaper.It's principal characters include free , common circulating , general content , the timeliness , sampling and conveniently reading , the central information, the dependence to advertisement etc. .It has certain amount of distribution and influence , geared to the needs of specially appointed crowd, generally having a possibility to make money . It's issue pattern includes the subway pattern, Gannite pattern and investigator pattern fixing different crowd at present .Traditional newspaper gets reader by expanding the market portion ,but free newspaper earn reader's time and adman's good graces by it's free.In the respect of doing business, free newspaper has abandoned the trational distribution pattern , given up the issuing income . In fact, it makes use of'free'to get readers ,expanding distribution ,winning adman's attention. Except that, it always has a little editorial staff. By cutting the cost of interviewing , issuing ,the free newspaper puts low operation cost, gaining profit .Because of the mode of development, the free newspaper is very difficult to have a surplus within short time , therefore, it has to cooperate with the press battalion to gain support.This article does simply stay the introduce of the development of free newspaper, but looked up large amount of data , has gone deep into and the nature attribute having understood and explained newspaper free of charge , has analysed its survival space for development falling in become market-oriented environment of Chinese press as a profession finally, and suggested that become market-oriented operation makes newspaper core competition free of charge view, in a meticulous way such as comparison method , induction and theory deduction synthetically .As a new model of newspaper , the free newspaper is a outcome of market-oriented intermediary operation inevitably. As one kind of late-model marketing and sales means, it attracts a large number of readers by its unique pattern , prompts market competition .But as one kind of brand-new intermediary product form, it's different allocation, content , advertisement , distribution , has been satisfied with readers'numerous needs, created new and original distribution , enriched newspaper, filled the blank space in marketplace ,and prosperoused press marketing.In our country, the development of national economy, the competition become deep ,the impact of the network and the new medium , has provided advantage to the development of free newspaper. But we must realize at the same time that our country are short of forceful and enduring biography matchmaker Corp., market-oriented operation means is fairly immature,and country relevance policy law and regulation is not enough to improve, innate newspaper adherence as well as free of charge border medium position , these unfavourable factors have decided that it is impossible for the free newspaper to develop smoothly in a short time.In a word ,if the free newspaper want to get a space , developing for a long time, it must become market-oriented operation by making core competition , realizing the accurate distribution on localized effective basis , taking "content as king " , relying on characteristic content to capture a marketplace ,opening up the classified advertisements marketplace energetically , and seeking a suitable distribution.