A Study On The Development Space Of Weekend Newspaper In China

This paper mainly studies on weekend newspaper. Weekend newspaper here refers to the edition of comprehensive Daily distributed on Saturday or Sunday. It's different from weekly, and distributed relying on Daily. It is called Sunday newspaper as well.In the western countries, weekend newspaper has a long history and is prosperous. It provides people with abundant coverage and has great circulation and volume of advertisement. It is welcomed by readers and is an important source of income for newspapers.On the contrast, weekend newspaper in China is so weak and still in difficult situation. Generally, Daily newspapers reduce the layout on weekend. The sales of weekend newspaper shrink either. The volume of advertisement decreases sharply, and then Daily continue to reduce the circulation. This forms a vicious circle.Lack of practice has resulted in inadequacy of theoretical study. There are still many issues to discuss on the development of weekend newspaper.Nowadays, newspaper in China faces an increasingly tough challenge and complex environment, This text selects some weekend newspapers at home and abroad, regarding as the sample. By using content and comparison analysis methods, this study reviews the content, advertising and operation of weekend newspaper, and the difference between the samples.This paper has four parts. The first part introduces the history and situation of weekend newspaper in China. The second part explains the reason, space, time and chance to develop weekend newspaper. The third part is a comparison between weekend newspaper in China and Britain and America. I set Guangzhou Daily, Beijing Evening News, Xinmin Evening News, Oriental Daily, New York Times, and Daily Telegraph as examples. The forth part make recommendations about how to expand the development space of weekend newspaper. In order to shake off the difficult situation and form a virtuous circle, editing, distribution and advertising must cooperate closely.