On Our Newspapers

Newspaper distribution is the key to newspaper's walking into market and the main way of the newspaper in an invincible position the competition. Into the 21st centuty, with the continuous deepening of increasing and newspaper distribution is confronted with new unprecedented problrms.First of all,the continuous development of the market economy took away the survival foundation of the " issued by rights",post office, "the big brother" is no longrr the master with absolute authority.Multi—channel distribution gradually spread in the society.How to compete for the limited reader of newspaper competition?These have become a top priority of China's newspaper industry which is emergent.Secondly, China has integrated into the international community with the open environment since the access to WTO nine years ago. As an industry of big investment, production and big returns, Chinese newspaper industry with one billion readers approximately has been salivated by foreign investors for a long time. In the past nine years, foreign capital has accounted for a very large market. The domestic press faces not only the competition from peers, but also the enormous challenges from the international community. How should Chinese newspaper industry change for competing with the international press? How should Chinese newspapers in this industry cooperate for withstanding the impact of foreign capital? These are unavoidable issues.Thirdly, with the continuous advances of technology level, internet media and radio and television media, whose appearance not only has shaken the position of the press, but also has made newspaper people into deep embarrassment and entanglement, have risen rapidly and have a trend of hegemony. Then, in the face of the strong impact of new media, which way does the Chinese newspaper industry go?In this paper, we start with the definition and history of newspapers, analyze the present situation and the current problems combined with history of newspapers, pull in the concept of integration and marketing in response to the changing market environment, put forward counter-measures for newspaper distribution, and forecast the developing trend in the future in combination with the disciplines of newspaper distribution. Look forward to being beneficial to the development of the newspaper distribution industry.