Metropolitan Audience Structure Changes

Take "Sanxiang Urban Newspaper", "Hunan Moning Paper", "theChangsha Evening News" in Changsha as the examples, uses the positivemethod, it has studied the change of our country urban newspaper'saudience-structure. Through questionnaire survey and statistical analysis, thefinding is, there was a total quantity assignment phenomenon of Changshaurban newspapers in quantity issued, average each issue of reading rate,advertising revenue and so on in important newspaper market competitiontarget.Through the inspection to 1995-2006 period, it discovered, the audiencegroup of Changsha urban newspaper has had the quite obvious change in someattribute targets, like as the reading motive, the reading interest, degree ofsatisfaction to the newspaper, the newspaper-attain channel, the readingcustom, the interaction.The main reasons create the urban newspapers' audience-structuralchange are: The society had the constitutive change, the social culture and thesocial demand had the change, the newspaper industry competing intensified,the improving audience qualities, and so on.Because the urban newspaper has been had the audience-structure change,the urban newspaper's management philosophy needs to make somecorresponding adjustment, namely the urban newspaper during changemanagement strategy, must establish the management idea for the audience'sdemand.