Digital Newspaper Advertising Model Analysis

In the day of digital technology develop rapidly, the advantage of the Internet isself-evident and the traditional newspaper turns to digital transformation. There is abig boom in the digital newspaper. Because of the digital newspaper industry is still inthe exploratory stage, a lot of problems of it have to be solved, which is including theprofit pattern is not clear. Advertising as an income source is occupies an importantposition. But with the development of network technology, the user select informationmore independently, especially the form and the content of advertisement. Theadvertising forms of digital newspaper have a little bit simple for now, and developslowly compare with the demand of it. This paper uses both qualitative andquantitative method, literature analysis, case study, and questionnaire method.Through analysis the advertising of the Internet website and take the metropolitannewspaper of Dazhong news group as an example to study. Then in order to providesome reference advice for the practice of digital newspaper, this paper point out theproblems and the develop trend of it.This paper has the following several parts: the first part is defining the basicconcepts of digital newspaper, indicates the main form and content characteristics ofthe digital newspapers, and analyzes the important role of advertising in the digitalnewspaper. The second part is analysis of the advantages and disadvantages,opportunities and threats of the metropolis newspaper of Dazhong Newspaper Groupcompared with the News portal sites and the web2.0websites, and analysis of thedevelopment of digital newspaper advertising model by combing the characteristics ofInternet advertising model. In the third part, provide the basis for the exploration ofadvertisement development mode through the questionnaire survey the structuralcharacteristics of the Shandong regional digital newspaper audience. The fourth partis attempts to summarize the problem of current advertising model based on theanalysis of the metropolitan newspaper of Dazhong news group, and pointed out thetrends of the advertising model, which is the digital newspaper ads should be developto multimedia form, integration of business, linked with word of mouth marketing and B2C, etc. This paper has significance realistic meaning is to compensate for the lackof regional research and provides the reference for the local digital newspaper.