On The Effective Circulation Of Newspaper

The effective circulation of newspaper is a hot topic in both academic and practice field of media. The traditional idea is that advertisement and significance of newspaper has a direct relation with circulation. However, it had been proved by theories and practices that circulation is one of important factors, but it is not the key. The key is effective circulation. In those factors which can decide a large circulation are the local economic level, the construction of circulation and the orient of newspaper. Besides these, the management of the advertisement is another important factor. In order to promote newspaper, we should apply the economical method according to the economic theory instead of traditional and resource-consuming method. At first this dissertation introduces the economic theory that we should follow. Then it reviews the origin and the drawback of the 'war' in newspaper industry. At last, looking newspaper as a kind of merchandise and obeying the merchandise promotion law, the dissertation proposes the method for effective circulation: differentiating the product, focusing on the major distribution, differentiating the price of the product, branding the product and circulating in a effective scale.