On The Sports Newspapers Going To The Market

With the reform and opening up policy to the world being adopted in our country , the physical culture cause of China has gradually and vigorously developed . Chinese players have repeatedly won the championships in the international athletics games and the commercial operation of physical culture industry has flour i shed, too. Corresponding to this, South Sports Newspaper, Titan Sports Newspaper and Football Newspaper have spent many years to develop according to the market rules. Whether the circulation, the rate of reading, the rate of market occupancy, or the revenue of advertisement, they have all successfully exceeded the organ China Sports Dai ly with about 50 years history. They are the most successful sports newspapers in the media market of China nowadays.Owing to the problems in the environment and system of the whole newspaper industry,although the market degree of South Sports Newspaper, Titan Sports Newspaper,Football Newspaper is re I at i ve I y h i gh, they are on I y in the process of go i ng to the market. Their business management, journalistic operation and so on all need to be improved.The thesis discusses the reason, background, developing process of the sports newspapers going to the market. It also discusses the main characteristics of the report and management by using the basic theory of media management,market sales, physical education sociology, journalistic aesthetics, journalistic ethics and communication, combining the practical state of the market operation of the above three representative sports newspapers and comparing with the organ China Sports Daily.Finally, the thesis points out the problems that exist in the course for the sports newspapers going to the market, puts forward some solutions to them and predicts their developing tendency in the future.