Investigation And Study On Circulation Of The North Morning Paper

Circulation somewhat determines the living status of a newspaper. At present, The North Morning Paper adopts two circulation channels including post circulation and self circulation, and the circulation conception and method have constrained its development. At the same time, with continuous advances of technology level, the appearance of internet, mobile, electric and digital media has not only shaken the position of the newspapers, and also changed people’s reading habit. As a result, the circulation volume of The North Morning Paper has been decreasing year by year recently, and advertisement market becomes very gloomy, and amount of readers is greatly decreasing. In addition, the financial performance of circulation company is deteriorating due to single business line and rising human resource cost. Improvement, optimization and expanding the circulation channel of newspaper has become an unavoidable issue. Therefore, in order to be adapted to the change of Anshan newspaper market, The North Morning Paper must reform its circulation system and conception, bravely try new circulation methods and means, improve the quality of circulation team, and propel the branding and imagery of the circulation channel.In this paper, we start with the definition and history of The North Morning Paper, analyze the present situation and the current problems which are also the background of the market investigation, and then introduces the purpose of the questionnaire investigation, designs the questionnaire, starts the investigation, and conduct data processing of the questionnaire, analyzes the gain and loss, studies the advantages and disadvantages. Then it proposes some suggestions for the circulation of the newspaper in response to the changing market environment, put forward counter-measures for newspaper distribution, and forecast the developing trend in the future in combination with the disciplines of newspaper distribution. It is hoped that the paper could be beneficial to the development of the circulation of The North Morning Paper so that it could stand out in the seriously competitive newspaper market of Anshan.