A Study Of Free Newspapers In China's Mainland

On August29,2003,"Metro Express" was born in Shanghai,"free newspaper" start to enter the Chinese mainland residents' vision. The so-called "free newspaper", is newspaper which has a formal issue, regularly and continuously released to the public, for the purpose of advertising revenue, the main content of information include published news?current affairs commentary and general information, and you can get the newspaper without paying.In China's mainland, the birth of the free newspaper is caused by the six factors, the external factors include national conditions and support, transportation development and Internet technical support, the internal factors are the access to information freely habits of audience, the weakening attractive of traditional newspapers and the fast-paced life characteristics of the modern city. Since its birth, the development of free newspaper in mainland is not plain sailing, but has experienced various difficulties and suffered many constraints. Such as "Beijing radio and television reported " died, the limitations of the newspaper policy, the enormous pressure of newspaper operating costs and so on.Of course, in the difficult development road, there are many excellent free newspaper, such as Shanghai "Metro Express" Beijing "Beijing Entertainment Messenger", Nanjing "Oriental Guardian", Guangzhou "Yang cheng metro newspaper". Living in the four bustling capital of China's mainland,the four newspapers rely on its well-developed transport and a high level of economic, split the free newspaper market in China's mainland, known as "four Kings" of the mainland free newspaper in China.Through the case of these four free newspaper, the author analysis the development of the mainland free newspapers. At the same time, the author also discuss the relationship between metro and the mainland free newspaper, stressed that metro newspaper occupy a significant position in the field of the mainland free newspapers.For the future development of mainland free newspapers, the author also puts forward six strategies:precise marketing, audience and market segmentation; Content is king, enhance the core competition of the newspaper; Channel expansion, expansion of newspaper coverage; Effective distribution, to do a good job of recycling newspapers; Scale development, lowering the operating costs for the newspaper; Multi-sectoral approach, open up a bigger advertising market.Through comprehensive analysis of the mainland free newspapers, the author forecast their prospects:the overall level of mainland free newspapers is still in its infancy, and in the future, even if it is to grow up, will be not reach the level of maturity of the free newspapers in developed countries, due to the differences in national circumstances. However, in those developed transportation and economic prosperity mainland cities, these regional free newspapers have a astonishing development speed and speed of growth, is expected in the near future to reach a level comparable with those of foreign excellent free newspapers.