The Current Situation And The Countermeasure Of Chinese Newspapers' Development

Chinese news reform has experienced 5 stages of development since China opened its door to the world.Focus is on the system reform of newspaper management and distribution.Some reforms have dealed with the system of edition.And there is little reform on macrocontrol system.The main earning of Chinese newspaper is from the income of publishment,advertisement and diversified economy.And the earning of advertisement is especially the most important capital source for Chinese newspapers.In 1997,it's amount to 60% of the total income.And Chinese government hope it will be 70% till 2010.Because lack of capable people and system limit,the diversified economy of most Chinese newpapers is in deficit. We can learn from the experience of Chinese newspaper that mostly it is possible to lose in diversified economy unless we have fully prepared.Recently,state-owned newspaper groups have been demanded by government to assume sole responsibility for its profits or losses. And most Chinese newspaper groups hope to get more money from advertising.In order to improve the competitive power,Chinese newspaper have to be intensify.Many Chinese newpapers have been put onto internet. But most of them have only been put onto internet according to its paper style.After China entered WTO,Chinese newspapers will also face the challenge of international market enconomy.To really meet with the needs of market,Chinese newspaper group have a lot of things to do.