A Research On The "Valid Circulation" Of The Press And It's Aplication Software Development

This essay is designed to discuss "valid circulation"--hot words among thejournalism and mass communication at present."Valid circulation" means judging the circulation effects of specific presses under certain conditions positively. The value judgement is relative, and it is scientific undercertain conditions.In fact, there is a pre-concept behind "valid circulation"--"circulation efficiency", which means the expected efficiency or effect brought by the circulation. When the actual efficiency or effect is equal to the expectation, the circulation is effective. And if it is not, the circulation is not effective. The main principles involved in the judging of the circulation efficiency are following threes: the public, political groups and presses themselves. The public evaluates the "circulation efficiency" based on the principle of fairness and seeks to maximize the social benefits of the circulations. When the public interests are considered, the circulations are effective. If not, the circulations are not effective. The political groups evaluate the "circulation efficiency" based on the principle of Political Weighing and seek to maximize the political benefits of the groups. When the political interests are met, the circulations are effective. If not, the circulations are not effective or invalid. Enterprise-based presses evaluate the "circulation efficiency" based on the principle of economic efficiency and seek to maximize the profits of the presses. If the circulations can bring considerable profits to them, the circulations are effective. If not, the circulations are not effective.Press differs from each other in profits-earning model, so the evaluation of its effectiveness should be different.When the circulation depends on the profits, there is a minimum value and a maximum one concerning the "circulation effect" in theory as the selling price of the newspaper is higher than the cost. When the total sale is equal to the cost, the circulation volume is the minimum one. When the circulation volume is equal to the expected number of readers within certain range, the circulation volume is the maximum one and it is most profitable.Research on the "valid circulation" of "Ads-oriented" presses, should distinguish between the static and dynamic perspectives.Concerning the "valid circulation" of "Ads-oriented" (as their profits are mainly from ads) presses, under the static market conditions, we usually apply the marginal ananlysis in evaluating the most valid circulation.Research shows that:in the absence of constraints, when the newspapers advertising revenue are equal to marginal operating costs, the newspapers gain the largest profits,and their circulation are effective one.With constraints,when judging the "valid circulation" volume,we must balance the marginal profits(aiso the marginal loss) against the cost. Concerning the "valid circulation" under the dynamic market conditions particised by multiple presses, a study was carried out in two steps in this article. Firstly, study the total circulation scale of certain regions according to the "balance of supply and demand". The study finds that the opening up level degree of its policy, the level of its economic development, its population and education level affect the circulation scale of the region to some degree. Secondly, study the proportion of circulation scale of certain presses according to the "law of three or four". The study finds that: the average circulation of the first echelon is about 2 times that of the second echelon; the second echelon is about 2 times that of the third echelon; the first echelon is about 4 or 5 times that of the third echelon in our country."Valid circulation" also means optimizing the reader structure of the newspaper, mainly from two-dimensional analysis. Firstly, the selective dimension that means finding out the readers who can bring expected profits to the press according to theirs' consuming power and probability of contacting with advertisements in the newspaper. When facing diverse and multi-level readers. Secondly, the focus dimension of time and space which is to minimize the cost and maximize the profit.In addition, the concept "valid circulation" also provides the theory for the press to establish the database of the readers. From the database, we can collect the information on the readers and derive the useful information which can bring profits to the press. In this way can we maintain and develop the mutual benefits between the press and the reader better, and provide solid data basis for the newspaper and advertisement marketing, etc.