Marketing Strategy Research On Traditional Paper Media In New Media Era

With the help of multi-platform reading terminals, the emerging Internet-based new media are nibbling away the living space of traditional print media, especially that of national general newspapers known for the depth of their thoughts. As a result, some long-established newspapers have ceased to publish and some brand-name ones have refashioned themselves. Louder and louder is the cry that "Newspapers are dying".What went wrong, the disruptive power of internet or something about print media themselves? Is the problem with market, strategy, channel or marketing strategy? Why is it so hard to make young generation read newspaper?"China Youth Daily"-a typical traditional newspaper-has explored its new marketing strategy which effectively helped to increase the circulation against the downward trend in the sector. How does it get such a good score?From an research of the marketing strategy of China Youth Daily we find that print media can win a solid readership with content as their core competence, i.e. content is king; they can cultivate its main distribution channel for a stable circulation; they can integrate resources to spur new growth; they can identify target readers and build on their strength for expansion; and they can well adapt to a digital world with integrated multimedia marketing.This thesis analyzes the print media's current situation and challenges in the new-media ear and points out why print media are deep in circulation difficulties. By analyzing a case study of China Youth Daily, it sheds some light on how the new marketing strategy has worked to overcome difficulties, which will provide useful experience to other national newspaper for reference.In conclusion, the success of China Youth Daily has shown that, facing the challenges from new-media, print media should rely on conscious resources, exploit new areas and strength the market; insist on promoting organization and market operation to establish a long-term mechanism of marketing; acquire analysis of the readers' structure, implement the strategic extension of the long-term view to win the future; based on the content to create a sustainable development.