The Marketing Plan Research On Advertising Phoenix Weekly

Newspaper advertising revenue is the main source of income to maintain the normal operation of the newspaper. Newspaper printing fee, issuing fee, even the wages of the employees bonuses, rely on newspaper advertising revenue to pay.Can say, newspaper advertising is the main influence factors of the rise and fall ofeconomic newspaper.In recent years, under the influence of economic, political, science and technology, newspapers across the country,especially in the local newspaper advertising revenue plummeted, this trend will continue for a period of time, the newspaper advertisement in a real winter. Phoenix Weekly since 2012 has also been involved in advertising revenue in the wave. In 2012, the advertisement income decreased by 50% over the same period last year, the same period in 2013, a reduction of nearly 70%.This paper from the actual phoenix weekly paper, combined with the localadvertising market environment, through the data of newspaper development over the years, data contrast of city newspaper, find out the main reasons of advertising revenue decline. Real estate, the pharmaceutical industry as one of the pillar industries of newspaper advertising, affected by the economic and politicalenvironment, the industry downturn, the advertising investment amount is reduced,leading to a reduction in newspaper advertising revenue.In the current political and economic environment under the condition of invariable,phoenix weekly newspaper advertising revenue can not be confined to theadvertising growth,but the media integrated marketing. The newspaper existingaudience and advertisers group organic union,make inbound marketing in real estate, automobiles,building materials and other advertisers,the use of online and offline activities, create advertising revenue, according to medical,financial and other advertisers,using soft advertising to attract readers attention, improve product sales. For tourism, business, food and other industries, paper and new media for communication channels, in order to attract young readers, have goodcommunication effect.In this paper,through the marketing environment of Phoenix Weekly advertisingmarket analysis,the use of marketing Potter diamond theory, 7P’S theory and so on to newspaper advertising and marketing are summarized, accurate market positioning, screening the advertiser group,summarizes a set to suit the development of Phoenix Weekly advertising service integrated marketing way.Hope to provide certain reference meanings to the municipal newspaper.