The Future Of Sichuan Daily Group

With the appearance of multimedia such as internet, there are more and more possibilities for people to get information. Entering 1990s, Chinese newspaper industry has witnessed boom. Newspapers made a fortune through advertisement, and expanded dramatically by the use of new technologies and new equipments. Some newspaper agencies published several newspapers and magazines, as made it possible to form newspaper groups. In the May of 1996, Guangzhou daily, as the first newspaper group in china, got approval from the News Publishing Agency. Its success exerted profound influence on Chinese newspaper industry. From then on, a great number of newspaper groups emerged in China. Until now ten years have passed and people are more familiar with the operation of a newspaper group. Of course there are also many problems to be solved. The Sichuan Daily Group, which is located in Chengdu, the economical and cultural centre of the southwest of China, is the first newspaper group in the west of China, now it faces tough competition with the Chengdu Media Group and is experiencing a hard time.The first part of this article is mainly about the elementary theory of newspaper group such as its character and advantage over single newspapers. Then the development history of Chinese newspaper groups and also the success of Guangzhou Daily Group will be taken back, which is followed by the current situation of Sichuan Daily Group including its successful experiences and problems.It also discussed achievements got after the rebuilding of the Sichuan Daily Group and fond the problems deeply and extensively which can be act as the basement for the development of the Group. During the process of competition with Chengdu Media Group, with the help of the success experiment from other Daily Groups and Media Groups including Guangzhou Daily Group, Chengdu Commercial Newspaper South Newspaper Group and News Group, Sichuan Daily Group has gained great success. So Sichuan Daily Group has realized reformation and innovation in management and capital. In order to become one big-scale Media Group with great influence all over the country, Sichuan Daily Group must fast reformation and innovation and achieve the economic benefit and social benefit, leading by the market.