Research On Economic Concept Of Xinwen Bao

Xinwen Bao was founded in the late nineteenth century and folded in the mid-twentieth century. In the course of 50 years'development, it enjoyed equal popularity with Shen Bao which was founded 21 years earlier than it, and the neck-and-neck pattern of the competition had gradually formed. With the persistent efforts of several generations of journalists, Xinwen Bao had become the most authoritative business newspaper in Shanghai area, of which the circulation had been constantly increased and finally exceeded Shen Bao. The success of Xinwen Bao was not gained by chance, whereas it was inextricably linked with the guidance of principles, the target of content as well as the mode of operation and management, and all of which went with the economic philosophy of the newspaper. The author tries to take the economic philosophy of the newspaper as breakthrough, and carries out a systematic research on this newspaper.As the typification of foreigner-run newspapers, there were many similarities between Xinwen Bao and Shen Bao, such as the similar background of founding, the similar aim of the publication and the similar mode of operation and management. More coincidentally, with the development and expansion, both of them changed hands from foreigners to Chinese. And this change caused by a profound political and economic root. In the first chapter of the paper, the author describes the phenomenon and explores the causes of it deeply. Firstly, the author analyses the phenomenon from the external point of view. Above all, along with the growing opposition to foreigners, those foreign-run newspapers which flaunted themselves"neutral"reveal their true features gradually. They acted as the mouthpiece of foreign countries, while taking a role of spokesman for the Qing government, which undoubtedly showed their ugly face and tested their survival. Moreover, the development of national capitalism created a relatively prosperous market environment which provided the opportunity for new industries. Following the spirit of"the profits paramountcy"investment philosophy, those foreign merchants gave up press industry, and turned to other industries which can gain more abundant profit. Secondly, the author analyses the phenomenon from the internal point of view. With the growth of Chinese economic strength and the sharp increase of comprador class's wealth, there was a solid material foundation for Chinese private newspaperman to take over the newspaper, which made it possible to change the ownership of the leading newspapers in China. Meanwhile, the improvement of civilization level of the press had become a strong pillar for Chinese newspaperman to take power. In the process of Western Learning, the newspapers of this emerging form of mass media had gradually been known and recognized by local people.As the soul of a newspaper, the principles are to guide the directed development of the newspaper. Although several owners in the course of Xinwen Bao development, the principles of"Economic Independence"and"Impartial Party"were rooted in heart, which performed by generations. Firstly, the reasons of guiding principles are analysed in the second part."Economic Independence"is a direct reflection of Chinese press history rooted in the western newspaper's concepts, which covered the improvements of professional work and the adjustments of business models. This concept also is absorption and innovation of western capital operations, gave expression to the Chinese nation press trend. The so-called"Impartial Party"is the political "neutral" performance; this approach would benefits the expansion of newspaper's own survival space, and in fact which reflects the business newspapers principles are profits from another perspective as well. The Xinwen Bao manager Wang Hanxi had realized,"Most Shanghai people were engaged in business, our newspapers should be adapted to the needs of the business community firstly."Grasping the audiences accurately weakened the increasing alternative among newspapers. Consequently, Xinwen Bao was famous for the content-target located in the economic news, where in Shanghai newspaper market with intense homogenization of competition.As an important section of this article, the economic news under the guidance of economic philosophy in Xinwen Bao are analysed comprehensively and carefully. This newspaper is breaking through the conventional, and setting up the economic news columns and pages specially in form, so the amount of information is richer than other newspapers at that time. The quality is second to none, a large amount of money to hire the well-known economists in Shanghai at that time to write their reports, with using plain language interpretation of the economy professional knowledge, which achieved the communications between economic news and the general public. The economic news is not only win the stability audience and enormous economic benefits, but also improves the quality of Chinese economic and social development level, as a matter of fact it is for fame and fortune.Economic news play a leading role, social information is also indispensable. In order to attract the edge of the reader, Xinwen Bao also made a bold attempt in the field of social news, such as the extension of the coverage areas and the expansion of coverage style, which take into account the interests of all walks of life, eventually become the Xinwen Bao weights to win in the competition. The survey of Shanghai readership data in 1937 indicate that Xinwen Bao is the most favorite newspaper with 29% subscribers, Shen Bao with 19% subscribers, and Shi Bao with 15% subscribers, others decrease progressively. Consequently it shows that the establishment of such a dominant position is the joint efforts of several generations of operators.In the last part of the paper, the author focused on the management of Xinwen Bao. With the aim of taking profit, both production and sales channels of high efficient and quality were essential. In order to handle these two points well, the managers innovated management models and optimized enterprise structure constantly. Recalling the Xinwen Bao's course of development, it is easy to find that every restructuring were accompanied by the renovation of business philosophy. And the most prominent exemplification is the departments'further subdividing in mid 1920s. The setup of promotion department, examination department, and the preparation department had greatly popularized the newspaper, improved the quality of it, as well as consummated the business philosophy of advertising. Meanwhile, the managers introduced the borrowing means so as to implement the scaled economic developments and collectivization management, which realized the accumulation of capital, and provided large amount of money for the sustainable development of the enterprise. Each of the adjustment of management model were in need of the technical support.It is known to the managers of Xinwen Bao that science and technology is an important component of the competitiveness of the newspaper, which support and influence the operation of the entire newspaper industry. Therefore, the application of new technology and equipment had never stopped. Both the use of radio to gain news and taking homing pigeon as a communication tool reflected the Xinwen Bao's concept of management.As a pioneer in the Chinese business newspaper, Xinwen Bao played an especially important role in the development process of the change of private newspaper in modern Shanghai to a modernization of enterprise. During the process of research, we used creative thinking, and pulled in the concept of economic philosophy, which is as the breakthrough point, giving a longitudinal analysis of the development of Xinwen Bao. The author hopes to get a more comprehensive and in-depth exploration of this newspaper's success, in order that show the readers a more multi-and three-dimensional Xinwen Bao.