Research On The Media Group Of The Eastern Times And Its Collectivization

The Eastern Times, which was founded in 1904 in Shanghai, after a series of business initiatives, had grown up as one of the three major newspapers in early 1910 s Shanghai. Since 1908, Under the control of Di Baoxian, The Eastern Times, had gradually developed into a press publishing group, which consisted of book company, newspaper, magazine, photo gallery, etc. Di Baoxian was one of the earliest practitioners of the collectivization of private commercial newspaper in modern history of China. The media group of The Eastern Times established an interaction mechanism, which functioned on aspects of the content, talent, capital, distribution, and advertisement. As a result, it established a group framework. Di Baoxian, as a central figure in the media group of The Eastern Times, played a very important role in the process of establishing the group. Because of Di Baoxian’s personal reasons, the collectivization of The Eastern Times ultimately failed. While according to business logic to establish the media group of The Eastern Times, the main purpose of the group effect was not realizing the maximization of profits, but it brought a significant social impact rapidly in a short period. Finally, they realized their original news ideal, that is, innovated represents public opinion of the press, and they enriched, extended connotation and denotation of the tradition of "literary newspaper" in China.