Study On Conditions And Development Space Of Weekend Newspapers

Since our country has implemented "the two-day weekend" policy since 1995, people's daily life has been divided into twe parts——5 working-days and 2 leiture-days. Therefore, in the modern society,leisure and work are the most important things in human's 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. 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 kind of newspapers,Sunday Newspapers provide people with abundant coverages and are popular in people's life.On the contrast,Weekend Newspapers in China are 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, Weekend Newspapers will be the new way to increase profits and most valuable to invest in. The purpose of this study is to discuss the conditions, the models and the space of Weekend Newspapers. By using comparison and historical study methods,this study reviews the history of Weekend Newspapers in China and America and analyzes the operation and management models of typical Weekend Newspaper cases. Through this way,we can know the satus and defects of nowadays'Weekend Newspapers in China and try to establish a development theory of Weekend Newspapers.Moreover, this study also discusses Weekend Newspapers'development space in a marketing view. Using some maketing knowledges,the study outlines the concrete plan of the Weekend Newspapers'development..