Research On Management Strategy Of Traditional Newspaper Advertisement In Internet Era

The newspapers as a traditional media of disseminate information,it plays an important role during the historical period of human beings development,even in the modern age,newspapers as a kind of media still plays an important role and posses plenty of readers.it is undeniable that following the rapid development of the Internet new media.newspapers are facing serious impact,the circulation of many domestic newspapers continue to decrease,the advertisement producing value of newspaper also decrease,the whole newspaper industry is facing a serious dilemma.This paper mainly discuss the business strategy of newspaper advertising which follow the development of new media.The article devide into six parts to conduct the research,at first,author describe the research background and research significance,and compare the present research situation from foreign to domestic research,pointed out the characteristics and mainpoints of the research.The second part mainly analyze the theories relate to newspaper marketing development strategy,including advertising and marketing theory,journalism theory,media management theory,the theory of media ecology,the theory of the newspaper industry analysis of the existing problems and development strategies.The third part mainly introduces the newspaper advertising market environment in the Internet era,analyzes the grim compete situation,and devised the questionnaire,analyzes various conditions of the newspaper advertisement audience,mainly focus on the audience age,educational level,audience concern contents etc.The fourth part is discuss the problems which occur in the era of Internet newspapers,then puts forward the points which existing in the current business strategy of newspaper advertising,refer to the circulation of newspapers,newspaper content structure,audience positioning problem,advertising creative problems.The application of new technology problems.Finally,the paper puts forward the management strategy of the newspaper from five aspects in the Internet era.This paper mainly analyzes a series of problems which existing in the newspaper advertising during the Internet age,and analyzes the development strategy of newspaper advertisements in the Internet era.In the Internet era,Newspapers are facing all kinds of problems and slowing the speed of current domestic newspaper transformation,the market development stagnant,lead to the influence of newspapers decreased gradually,at now the practitioners are looking for transformation strategy.In the paper,according to the relevent theories and analysing the present living conditions,get the solution and the direction of the transition,the article has a certain reference value for the major domestic newspaper transformation strategy.