On The Circulation Tactic Of The Provincial Committee Organ In New Period

As the mouthpiece of provincial committee and the people, the provincial committee organ not only undertakes important task of propagating, spreading and implementing the CCP’s lines, principles and polices, but also bears the responsibility of leading society, influencing the public opinion, developing healthy trends and cohering public feelings. As an important part of the producing and marketing of the Press, publishing carries enormous functions of transforming the products into commodities, delivering news information to audiences, attracting advertisement clients. In a sense, the publishment of the provincial committee organ directly concerns the existence and development of it, and also touchs on the impacts and authority of the CCP.Since the reform, the social structure, the economic system, the interest patterns and so on have resuluted in tremendous changes in our country. The environment of the existence and development of the provincial committee organ has also changed a lot:the improvement of the socialist democracy; the people’s awakening of public, legal, living and democratic consciousness; the fast changing of media technologies and environment and so on. These changes has made the organ face with "the Battle of Waterloo" since late1990s:the circulation come down year by year, advertising money reached a plateau, the readership continued to decrease, the social and guding influence went down gradually. It has got into awkward situation in ecnomic and social effect.Confronting with such a complex problem, the organ strengthens the competitiveness, perfoms the conception of promoting the quality of reports, increases self credibility, extends the readership and seeks the talents. In additions to them, it should constantly innovate publishing method, expand publishing ways, enlarge the number of publishment. In unison, according the whole marketing envrionment, the organ also should analyse audience’s demands reasonably, explore the new newspaper market, take account of ecnomic and social effect. With the actions of above, the organ could realize public media guiding public opinion, strengthen the competitiveness, put on the circulation and promote self reform.