Analysis Characteristic And Management Of "Shenbao" In1872-1874

Shenbao has been the longest time Chinese commercial newspaper in Chinese newshistory and it occupies an important position. No matter in typesetting, reporting ormanagement and profiting, it has exerted a great influence on the later development ofnewspaper industry. This paper focuses on the research of shenbao in1872-1874,the reason isin this three years, Shenbao made a lot of beneficial attempts on interview, editing, writingand so on. The development in this three years laid an important foundation for the futuredevelopment of Shenbao and made important contributions to promoting the development ofChinese journalism.The first part elaborates the origin and purpose of the publication of Shenbao, analysis ofhow to reach the balance in the economic benefit and social benefit. Profit is the foundation ofShenbao, but it also pays much attention to the maintenance of social justice, special for theinterests of readers(shanghai readers).This strategy aimed to attract the reader and it succeed.Attention to the interests and justice became a driving force in the news business andmanagement. The second part focuses on the analysis of Shenbao from the news business.The early time of Shenbao includes four parts of news, editorials, literature, advertising, newsand literature distinguish not clear at the beginning, later the situation has improved andliterature gradually developed into a” supplement”. The third part starts from the management,analysis of the Shenbao at this stage of the mode of operation and business philosophy, inorder to summarize the experience of running a newspaper from the operation andmanagement, and provide valuable reference for the development of newspaper industry.This stage of Shenbao is divided into social news, business news, news of law etc. In thesocial news reflects strong feelings of the people’s livelihood. It is the ordinary citizens for thereader, to report the people of shanghai side of things, with the topic, closeness and interestingnews went into the people’s life. Through the unique perspective of people’s livelihood,Shenbao cultivated its’ readers, turned the newspaper from “edit” patent to ordinary public.Compared with the social news, business news and news of law is not mature, but in general these two parts have their own characteristics, respectively, from economic and legal viewresponse of shanghai beach community life.From1872to1874,Ernest Major is the operator. As a foreigner, he is very familiar withChina, also has own characteristics in the operation and management. He hired Chinese aseditors, cleared objectives, adapted to Chinese readers’ reading habits., became an importantnewspaper in shanghai through price method to defeat Shanghaixinbao.He carried out therelevant industry and diversification, opened the newspaper group development precedent.Based on the analysis of purpose of publication, news business and management, thispaper argue that, after the establishment of Shenbao，it adapted to the development trend ofthe times. It takes the social justice as the position, pays attention to people’s livelihood,embodied humanistic care of civilians. In the news business, Shenbao continuous innovationand development, strengthen the social news reports, the increase discourse, attract the readersand training its’ readers with the variety of news content. In the operation and management,Shenbao accurate targeting audiences with original ideas running diversified business. In thisthree years, Shenbao plays a promoting and guiding role at the time of the development ofnewspaper industry from the ideas of running a newspaper, innovation to management. In theprocess of development, Shenbao faithfully recorded the history, saved a lot of valuablehistorical materials. In this paper, I hope to be able to provide some reference suggestions tothe research of “Shenbao” and newspaper industry in today.