Newspaper and Publishing Industry Management and Operation

Author: Ni Zumin
Publisher:
Publish Date: 2003-12-01
Features: Media and business management is a new branch in the field of news communication, and there is a lack of relevant books, most of which are not very practical. The publication of this book to some extent makes up for this deficiency. The book provides a systematic discussion on the management of newspapers and periodicals, generally divided into two parts. It focuses on an in-depth and detailed elaboration on the business operations of the newspaper and periodical industry—distribution management, advertising management, diversified management, scale management, and marketing—interspersed with numerous case studies. The management of newspaper and periodical pages, including strategic management, human resource management, financial management, quality management, planning management, and target management, is also discussed in detail in the book. It is worth mentioning that the book provides targeted and highly practical discussions on the "two-sales" theory of newspapers and periodicals, intangible asset management, pricing, circulation control and "potential mining," as well as relevant laws and regulations related to the business operations of newspapers and periodicals. These discussions are of great guidance significance for the practical management of newspapers and periodicals. The book serves as both a textbook for efficient news communication majors and a practical textbook for newspaper and periodical professionals to improve their management skills.