The Mainstream-paper's Extremity On The Road To Market And The According Way-out

In the twenties years of Reforming and Opening, the newspaper industry of china has made a great improvement. Citif ied-paper is published in many cities, which focus on entertainment is welcomed by the citizenry. The appearance of Citif ied-paper has changed the formed structure of the newspaper, and have attracted more and more readers. Besides by the mainstream-paper, people have some new channels to get news or information. Even more, the Citified-paper has the tendency to t overrun the mainstream-paper, on the other hand, the mainstream-paper is reducing to extremity on it's road to market.On it's road to market, the mainstream-paper have to deal with a lot of difficulties which not only exist on journalism business but also on the management, such as how to ingratiate the readers, what the way is to unscramble the mainstream voice and make it fit to the local situation, how to change the downside of circulation, how to improve the unscientific circulation and how to improve it's strength.Besides the extremity on the road to market, the mainstream-paper has to deal with the affect that is caused by the China entering WTO. In fact, China entering WTO would not impact directed, but the implicative changes of concept and management skill should affect the owner of the mainstream-paper deeply.Facing the extremity, what the mainstream-paper can do is to strengthen itself on the road to occupying readers', advertising, and the other business' market. Using the experience of other multinational news-product groups, our mainstream-paper should develop our newspaper-product group, make up the diversification management of multi-media, multi-district and raulti- business. We shall be intentional to aggrandize the capacity of core- competition and apply the capital-operating, and then furtherance the deep-reforming of the paper-administrating system.