The Development Situation And Coping Strategy Of Free Newspapers In China

The widespread application of Internet technology not only impacts the markets of advisement of the traditional media formats,but also basically changes the peoples' reading habits.According to "Carnegie Reporter",it point outs that the young people has been away from the news sources of the traditional media,which has seriously threatened to the future of the news industry.Under this circumstance,the Free newspaper,which depends on subway channel,provides an outlet of a sustainable development for the traditional media.The development patterns of Free newspaper has grown up and gain a considerable achievement Overseas and Hong Kong.However,the Free newspaper of Chinese mainland only appears in recent years,we must face and study these problems how to keep sustainable development under a special circumstance in China.Based on the massive information through the documentation method,the paper describes the development situation of Free Newspapers in China by the logic way of the explanation of the basic concept,cushion of the theories foundation,description of the phenomenon,analysis of the reason and the countermeasure.And makes a comparison between the Hong Kong am730 and Beijing Star-daily through the methods of quantitative contrast analysis,then summarizes the developing problems of free newspaper in China and put forward the coping strategies.The paper uses the long tail theory and media market segmentation theory to explain the existing feasibilities of free newspaper,uses the use and gratifications approach theory and Schram's formula to constructs the development paths and effective strategies.Chinese free newspapers have accumulated many experiences in content editing, distribution and advertising through the documentation information and date analysis.But it still has the bottleneck factors in media brand,readers,managements and circulation and so on.Profits from the advanced experience of the developed country and Hong Kong and constructs the coping strategies like using the large-scale development,disassimilation strategy,innovation as core ideas,playing the advantages of the combination newspaper with network,extending distribution channels,strengthening distributional monitoring and management,perfecting circulation authentication system and so on. These analyses and studies indicate,as a new-style medium shape,free newspapers are playing a leading role.They bring not only new and exciting development opportunities to this environment,but also more far-reaching influences to the modern society environment and the mode of human's information dissemination.