An Analysis Of Marketing Strategies Of Niche Newspapers And Periodicals

The development of China's newspaper industry group has formed the competitive situation of oligarchy monopoly. How can niche newspapers and periodicals realize their quick and good development against the present market backdrop?This paper explores this issue from two aspects. The first aspect is the macro market environment confronting by the present newspapers and periodicals industry. The other aspect is the marketing strategy involving in the market competition. The detailed analysis takes New Fashion Life Weekly as an example for study.Through the analysis, we find out that the macro environment is going forward from stability to better conditions. Integrated marketing has been the product spreading strategy adopted by niche media widely. The development of newspapers and periodicals industry needs to introduce the strategic mechanism of integrated marketing, formulate marketing organizing strategies, reduce blind production and spreading and realize efficient distribution and advertisement response.Based on the discussion, this paper puts forward two ways for niche newspapers and periodicals to win the market. The first way is to serve the particular mass and then absorb advertisers. The second way is to aim for the readers for advertisers. The former way fits the new niche newspapers and periodicals without a brand or channels.Through detailed analysis, this paper puts forth that the niche newspapers and periodicals can link them with the readers and advertisers more closely through page layout, network and activities, so as to realize good interactive communication.