Research On The Management Of The Special Issue Of "Southern Metropolitan Daily"

The active of the newspaper special edition is accompanied by the developmentof market economy, its coverage is very wide, with a variety of forms. Special issuenot only can be an extension of the news section, but also can be the base ofprofitability revenue. Of course, the common practice of the national newspapersspecial issue is to effectively combine these two."Southern Metropolitan Daily "brand as a nationally influential newspapers, is the leader of Guangdong newspaper,and even can be said that the leader of the national press, Development trajectory andcurrent status characteristics of the special issue, to some extent, reflect thedevelopment and changes of the special issue of the newspaper with the currentsituation, and in the special issue of Chinese newspapers, it has typical representativeand research value. In this paper, by combing the development process of "SouthernMetropolitan Daily " special issue, operating characteristics, and then summed up theSouthern Metropolitan Daily’s special issue that set its layout, content and advertisingmanagement features, last, borrow “uses and gratifications” theory to explore thedevelopment of future of the newspaper special feature.In this paper, literature research and case study method as the main researchmethod. First, in accordance with the topics necessary, analysis a series of literaturecomparison, and make evaluating instructions. Secondly, through a newspaper,combing the development of the "Southern Metropolitan Daily" special issue,summing up its development and operating characteristics. In addition, the innovationof this paper is that as "Southern Metropolitan Daily" special issue for the studyforum.