The Marketing Era Newspaper Layout

Along with the conception of marketing is introduced into management field, page layout has become one of the most important components of what includes building images of brand, expanding market share and appealing advertisers. Facing fierce competition, each newspaper always pursues"the first sight effect", striving to be unique among various and colorful newsstands. In the era background, newspaper layout design steps into the new period of developing. This is the marketing epoch. In the age, newspaper values reader guide and market guide, setting a high value on the change of page layout to improve the sell.In the age of marketing, some new characters have arisen in newspaper layout design. That is something like thin newspaper, being journalized, guide, big photos, margins, colorful reading, static design and modularized design. They provide, to some extent, audience with a feast for eyes. The change of layout has news to present unprecedentedly fullness of expression, from previous seriousness or starch to current lifelikeness. The effect of change shows the update of news idea. Now the relationship between newspaper and readers has been converted. The"educating and being educated"in the time of the planned economy was gone, and the idea of"information provider and information consumer"was created. Audience is the core of the relationship. In such circumstances, newspaper layout design uses"easy to read"and"happy to read"as hidden rules. This proves that the layout gives readers humanity care in every possible way.Nevertheless, we should be clearly aware that using marketing idea to direct layout design, some newspaper layouts indulge in claptrap, sensational news, and swagger. Instead of aesthetic feeling, there is tawdry trend and low gold content of the information. The renovation of layout is an action which complies with the tendency of the day. The point of view is no objection. It should be fully recognize and supported. However, it is certainly that every new thing is developing and maturing with some negative factors. As some people worry, the lack of news and guidance as well as the phenomenon of the canned reports all exist objectively. Confronting the contradiction, the essay analyzes the change of news idea from experience renovating layout. At the same time it improves positive development of layout renovation, to make form and content good match. In the hot visual carnival, the core idea of the essay emits reasonable and constructive voices at the aspects of content, talent, renovation, and audience.