Strategies For Sports Newspapers And Magazines In China And Germany

Sports newspapers and magazines are the oldest sport media. In Germany sports newspapers and magazines have a long history and up to now have great influence in the world, which is one of the most representative sports newspapers and magazines. marketsIn the view of international comparison between China and Germany, some concerned questions are explored:1. In which stage have Chinese sports newspapers and magazines, with the most extensive industrialization, developed? What is the present situation in Germany, as the compared object? How is the gap between them?2. What strategies should Chinese sports newspapers and magazines take along with the changing global media circumstances? What can we learn from the German sports newspapers and magazines?However, the key term sports newspapers and magazines was defined at first in order to invoid the popular misreading phenomenon in comparison research.In this research the exploring object is specialized sports newspaper. However, it is not definitely distincted with other concerning terms such as sports magazines, sports Journals in different countries. Then the connotations and denotations of these terms are obscure. Based on the situation of newspaper and magazines, some experters regard the action of distinction as impractical idea except for the history research.. The different names result only from different custom among different people.Therefore, this research define the term sports newspapers as specialized newspaper reporting sport news and commentary with a publishing period from once a week to seven times a week. However, the principle of seeking the common grounds while putting aside (shelving) the differences should be observed. Then it is named sports newspaper and sports magazines when refers to sports newspapers in both countries, sports newspaper and sports magazines are used respectively in China and Germany as well.Limited by time, money and energy, this research selected some sport newspapers and magazines from China and Germany with great representative as maining research objects. All of them have some similar charaterestics: with extensive industrialization, large circulation, great reputation and influence power. Most important, they can be compared on the same basis. According to this definition, some journals with a long publishing period and official sports newspapers and magazines are excluded.Applying some research methods such as documentation, interview, content analysis, case study, comparison and statistics, this research explored the history of sports newspaper and magazines in China and Germany, market structure, content strategies (including editting strategies and product strategies), audience strategies (including audience-enthralling strategies and audience-exploiting strategies) and profit-gaining strategies (including advertising strategies and profit model renewing strategies). The results are as follows:1. The leading sports newspapers and magazines in China and Germany occupy a middle-sized company scale.2. Concentration, but without oligarch, appeared in the market of sports newspapers and magazines in China and Germany, and it has established a market structure with two or three large leading companies.3. Similarities of content strategies (including editting strategies and product strategies), audience strategies (including audience-enthralling strategies and audience-exploiting strategies) and profit-gaining strategies (including advertising strategies and profit model renewing strategies) between Chinese and German sport newspapers and magazines are potentialized, however, the gaps between them are still great.4.Chinese sport newspapers should establish a stereo- perceptioned strategy system including macroscopical, microscopical and different stage strategies especially aiming at 2008 Beijing Olympic Games.5.Chinese sports newspaper can learn from Germany to formulate the stereo- perceptioned strategy system. Meanwhile they can provide some beneficial ideas for the globlization strategy of German sports magazines.