A Study On The Development Of Weekend Newspapers

In the modern society, leisure and work are the most important things in human life. Undoubtedly, newspapers act as a significant role in both leisure time and working time. On weekend, while people have much more free time and take more and more attention to the life style, the Weekend Newspapers are not popular in China. Generally, Daily Newspapers reduce the circulation on weekend. The retail sales of Weekend Newspapers shrink either. The volume of advertisement decreases sharply on Weekend Newspapers than on Weekdays Newspapers. This is such an unusual phenomenon in the present "Thick-Newspapers Age".In the western countries, Sunday Newspapers or Weekend Newspapers have a long history. Being a mature variety of newspapers, Sunday Newspapers provide people with abundant coverage and are popular in people's life. On the other side, Sunday Newspapers make a good fortune for the newspaper companies.On the contrast, Weekend Newspapers in China is so weak that still have a long way to go. However, the undeveloped conditions of Weekend Newspapers in China make it possible to develop fast. In the present trend of establishment of newspaper groups, the time and chance for the development of Weekend Newspapers have come. Weekend Newspapers will be the new way to increase profits for the newspaper companies or groups. Therefore, Weekend Newspaper is most valuable to invest in.The purpose of this study is to discuss the conditions, the values, the models and the concept of Weekend Newspapers' development, so as to establish a theoretical basis for practice of Weekend Newspapers. By using comparison andhistorical study methods, this study reviews the history of Weekend Newspapers in China and America, analyzes the operation and management models of typical Weekend Newspaper cases and finds relationship between Weekend Newspapers and concept of both readers and newspaper owners for it is the overwhelming influential factor of the Weekend Newspapers' future. Through this way, we can know the status and defects of nowadays' Weekend Newspapers in China and try to establish a development theory of Weekend Newspapers.