Study Of The Phenomenon Of Metropolis Special Issue

As early as the Opium War in 1840s, Special Issues appeared respectively in oversea newspapers and Chinese newspapers at home. Afterward, it developed with that of newspapers, becoming significant part of the latter. Although under the condition of planning economics, Special Issues lost the root to grow, it has flourished with the prosperity of weekend edition and Sunday Issue by the Party newspapers since the 1980s.In the middle of 1990s, city newspapers appeared as the dark horse, with multi editions, high marketing sense, good service and being close to city dwellers' lives. Compared with other newspapers, the running of Special Issues is the most mature one in terms of running development. Hence the paper focuses on city newspaper as the research target on special issues, and particularly city newspapers in Beijing district. In the paper, sample is selected and quantitative analysis on single case study is applied. And it is meant to give theoretical attention to the phenomenon of the rather mature city newspaper special issues.There are five chapters in the paper. Chapter One discusses the special issues after the flourish of city newspapers. In order to study special issues of city newspapers, the analysis on the flourish background, development progress and major features of city newspapers can, by no means, be neglected. Based on this, this chapter recalls the development of special issues and its renaissance in the root of city newspapers.Chapter Two is the positive research basis. The current eight city newspapers in Beijing are scanned in a full view. Certain sample is drawn to conduct qualitative and quantitative study on the edition layout, contents, orientation, and special features of each newspaper special issues. Based on this, Chapter Three analyzed, in depth, the deep layer causes of creating special issues---customers and markets, pointing out that winning more customers is the starting point of creating special issues and effectively realizing the second sale of the newspaper is the final purpose through meeting needs of some customers. This chapter discusses the detailed marketing allocation principles of special issues and the role of newspaper running and analyzes the nature of the prosperity of special issues in city...