The Management And Administration Of Shanghai Eastern Times In Di Baoxian Era

In the history of Chinese journalism,Shanghai Eastern Times once shared an equally significant status with Shun Pao and Xin Wan Pao.It was under Di Baoxian's autonomous management that the Eastern Times experienced its most influential phase lasting 17 years,during which the newspaper was rather keen on its reform and enjoyed a soaring reputation but grew toughly in terms of economic development.By applying the documentation,this dissertation makes effort to restore the contemporary media environment and analyze the Eastern Times' method of management in the aspect of its readership orientation,content,prize,distribution,advertisement,personnel,and various ways of management.The research found that the Eastern Time,though was supported by a group of literates and had greatly innovated in its involvements,still failed to gear its management to economic principles,exemplified by its regardless of the cost and relatively few readers led by its overspecialized content.The improper management in tern influenced the newspaper's sustainability,which made it impossible to keep the newspaper on a sound track of development after a short period of prevalence.Base on the previous points of view,this dissertation would also delve the advantages and disadvantages of the mode of Literary Newspaper.