The Southern Weekend’s Style And Advertising Business

Southern Weekend, founded30years ago, has won a good reputation and made in-depth effect on society for its distinctive editorial style and unique comments on current affairs. There are many scholars have studied it. But few scholars studied from the newspaper concept and advertising management. This essay analyses the importance of combining the concept and advertising management.The method is:literature review, content analysis. This paper is divided into four parts. Part I:Introduction "Southern Weekend". About the newspaper operating principles of advertising, Philosophy and the management.This part is uses the method of literature review; Part II:According to the statistics of year2012, a total of52issue of the newspaper, in rough terms Analysis the advertising categories and layout from the data to obtain the categories and layout features; part III:detailed analysis of the characteristics of "Southern Weekend" advertising business, culture and social class advertising advertising. Especially focus on " materialism" which is editioned in July.2012. The second and third part used the method of content analysis; Part IV:It is the conclusion. The writer tried to come to the coordinated development between newspaper and advertising business ideas through these series of analyzes, looking forward to make reference to other newspapers.