The Study On The Failed Revision Of Tianfu Morning Paper And "Blue Sea" Competition

As we know, the competition of the newspaper market in Chengdu is very fierce. Since Tianfu Morning Paper began publication in 1999, it has been at a disadvantage in the competition with Chengdu Economic Newspaper, West China City Newspaper and Chengdu Evening Newspaper. In order to break away from "red-sea" competition , Tianfu Morning Paper declared it will revise edition On August 4,2005. It not only revised its style , but most importantly, it adjust publication time to afternoon for creating "blue sea" in Chengdu newspaper market. . This innovation receives much concern of media and educational circles in the whole country.In order to occupy "blue sea" in Chengdu, Tianfu Morning Paper published at 4o 'clock in the afternoon and adopted a series of new measures in edition and news.For example, Tianfu Morning Paper regarded the news on the same day as the leading news, ,made " chengdu at night"edition and paied close attention to report "The Super Girl Voice" .With the changes on the market and management ,the sales volume and advertisement of Tianfu Morning Paper receives a big success.But after a short time,the sales volume and advetisement of Tianfu Morning Paper stand on the opposite side,the living conditions of Tianfu Morning Paper become worse and worse.Tianfu Morning Paper adjust publication time to morning and ruturn to the traditional competitive market of "red sea" on Octobor 13,2005 .In my opinion, newspaper is a special commodity. In fact, the competition of...