Research On The Status Quo And Future Of Front-Page Advertisement From Market-Oriented Newspaper

The rise of new media hit the traditional media extremely hard,especially for highly market-oriented newspaper,the living environment is quite worrying.In this context,many media began to take actions to find the way out or went on transformation,and Shenzhen Evening News is one of the representatives.The mode of Shenzhen Evening News is quite characteristic,in addition to construction of convergence media,the full-front-page advertisements have also generated enormous economic benefits,creative marketing ideas spreading from peer to peer have taken over the internet for several times.The positive effect of this mode is highly favored by advertisers.However,the phenomenal full-front-page advertising also led to some public opinion crisis,because as the most valuable page of the newspaper,the whole front page was used for marketing,which undoubtedly would cause the erosion of news value.In this context,it’s worth questioning whether the “full-front-page advertisements" mode is sustainable,and whether other market-oriented newspaper can apply this mode especially in the era of media transformation.This study sets the full-front-page advertising in Shenzhen Evening News as the research object,and will analyze its content and effect;At the same time,this study will make comparation between Beijing News and Shenzhen Evening News,so as to explore the future of front-page advertising in market-oriented newspaper in the process of media transformation,and on this basis to clarify a problem,which is,on the front page of the market-oriented newspaper whether the news value comes the first or the marketing value comes the first.This study found that,in the aspect of content of front-page,the creative front page advertising is worth promoting,but limited by the unsustainable creative resources,it’s necessary to control the size of this kind of advertisements,after all,the news value can’t be abandoned.At the same time,as the most valuable page of the newspaper,front-page advertising must adhere to the correct value orientation,and to do this,the media self-discipline and authoritative regulation are both needed.