A Research Paper On Advertising Management Of News Weekly

As one of the most most significant form in the history of mass media,News Weekly still dominate in the field of guidance and control of people's attention nowadays in spite of the boom of other new tools such as internet,However,the situation is not always so secure if we take a serious review of the past and look forward to the future.Most of the typical and unique news weekly such as China Comment,Outlook,Globe,Lifeweek,China Newsweek,Phoneix Weekly,Xinmin Weekly,New Weekly struggle to survive and develop in the era full of fierce competition.Compared with those advanced foreign news weekly Time,Newsweek,U.S.News and Word Report,we can easily set eyes on the huge and omnifarious gap of chinese news weekly.Our news weekly lag so much that we can't help worrying about the notion and method of its launching and the status of its running expenses and yield. What's more,the situation is becoming more and more complicated and urgent along with the acurate contention of market fo media.The mechanism of market-oriented has put a profound and long-term force to the news weekly nowadays.Hence,it's high time we took actions to study the internal law of the management of news weekly. Only in the manner can we secure a promising future of the development of the weekly and make it profitable steadily.The method of content analysis and literature search are used in the thesis to study the concept,the unique feature and the prospect of news weekly based on the frame of 5S model in communication.Especially the thesis focus on the management of advertising strategy with the comparision of foreign news weekly such as Time,Newsweek From the viewpoint of the author,it's positive to promote the advertising,branch out the market,plant the notion of brand management and adopt the latest marketing strategy.The author believe that the development of our news weekly will definitely benefit a lot from such kind of improvments.