| Under the impact of new media, traditional media is facing unprecedented competition. Newspaper, this ancient means of communication, has inferior status compared to the dramatic changes brought about by technological development. From 2009 to 2011, due to the dropping of advertising market share and business volume, many weekly and evening papers’ amount of advertisement have shrunk dramatically, which leads to their discontinuing or collapsing. In 2012, advertise volume of newspaper declined by 7.5%, while in 2013, a further decrease of 8.1% become a fact. And it will continue to go down in the foreseeable future.Under such situation, Southern Weekend, with China’s largest circulation, the most widely influential, and the strongest credibility, does not stand still, but to explore actively in terms of capital, markets and channels. As a result, it finds out a different distribution management system---ntelligent Issuance, which makes it distribution and dissemination of advertising vary from "difficult to imitate" to "irreplaceable" and from "core competence" upgrade to "sustainable competitive advantage".This paper selects the advertising information of Southern Weekend from 2010 to 2014 as the research object, samples the whole sampling---a total of 260 papers, counts 5058 advertising in total. And then conducting a detailed statistics and analysis from six aspects, including advertise number, advertising product type, advertising type, advertising layout and specification, advertising copy and advertising appeal. In the end, statistics showed that:first, the advertise number gradually declines while the published price increases yearly; second, there exists various types of products, while the high-end products lead the direction of advertising propagation; third, advertising categories are varied with their own characteristics; fourth, advertising layout is scientific and rational and its specification appears flexible as well as finely divided; fifth, advertising copy’s two sides are complementary and free-standing insert advertisement turns up occasionally; at last, advertising appeal is led by the mixing sense while visual appeal acts as a complement.Through the Southern Weekend is in a leading position among the weekly newspapers, there is inevitable some problems in its process of development. They consist of:firstly, the types of advertising products are numerous and the accuracy of advertising positioning is poor; secondly, advertising procedures are complicated and the market is disruption; thirdly, advertising design style is too single; besides, advertising soft copy and news identification are low; last but not least, the paper version of advertisement and the electronic version of advertisement have poor coordination.Finally, some suggestions and comments are put forward from advertising business strategy, advertising published strategy, creative design, advertising copywriting and media cooperation in order to cope with the questions above. And the suggestions include:to begin with, strengthening the correlation between product type and audience positioning and promote the composite advertising communication mode vigorously; besides, deepening the use of two-dimensional code technology in advertising published market; in addition, enhancing advertising creativity and focusing on advertising creative design; furthermore, improving the quality of the creative team and innovating advertising copywriter; lastly, strengthening the interaction between online and offline and making full use of multimedia strategy. These comments and suggestions are intended not only to remedy Southern Weekend advertising campaign, but also to be helpful for other metropolitan newspapers. |
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