Look From The Week And Pure News Weekly Newspaper Sunday Innovation

Historically; the innovation of the Weekend Newspapers in our country went through three phases, which is rising, climax and adjustment. Nowadays,there lies three remarkable contrasts in the Weekend Newspapers which is now at a low ebb.Firstly,the depression of Weekend Newspapers in our country are in sharp contrast with the Occident’s booming;the second one is that Weekend Newspapers are "thin" while working-day newspapers are "thick"; last,the stagnancy of current Weekend Newspapers conflicts with the1990s’ prosperous situation.The Sunday News Weekly came into being just in this context. The Modern Express has undergone facelift on January20,2008, it has introduced the Sunday News Weekly, which has become indepedent from the Modern Express on Feburary8,2009and thus has grown into an independent brand.As the weekend edition of the Modern Express, the Sunday News Weekly is not only an important measure to handle the coessential competition in Nanjing newspaper market, but also a rewarding attempt to innovate weekend newspaper.What feature does it have? How will it develop? These otherwise are the focus of this thesis.The paper first retrospects the renovating history of weekend newspapers, suming up the rules, and thus providing the evidence of historical facts. Then the paper analyses the traits of Sunday News Weekly, and pointing out its shortage.Finally, the author analyses the reason that Weekend Newspapers renovate, and meanwhile deliberating its strategies and goals.We owe the depression of Weekend Newspapers to the deficiency of both market and function. Otherwise, enriching the content, changing the mode of publication and culturing readers’ reading habbits are the innovating direction of Weekend Newspaper. Both the gradual innovation and the radical innovation have their own characteristics, so Weekend Newspapers can not merely pursue the circulation, but setting influences as the objective of innovation.