The Management Research Of Newspaper Classified Ads Under The Impact Of Network Media

Today, under the intense competition among media, the importance of classified ads in the newspaper advertising management is more prominent. However, the classified advertising has encountered a bottleneck. In recent years, with the network media becaming the part of media competition, a group of classified advertising sites has emerged. Since online classified advertising relies on network technology, compared with newspaper classified advertising, it has its own unique advantage, and it keeps on seizing market share in newspaper classified ads, which made newspaper classified ads under threat of survival.Under the network media environment, how the newspaper classified advertising thrust, recover the lost ground, has become the main concern of newspaper manager. Western developed countries in a newspaper classified ad business has long formed a mature model, There are many worthy experience our press operaters should learn, in response to the on online media impact.In this thesis, I take the newspaper classified advertisements as the object of study. I studied the newspaper classified ads in the use of communication theory, economics theory, marketing theory and some cases with the literature, case studies and other research methods. This research focused on the specific measures of newspaper classified advertising, which wish to have implications for press operators.