Journal Economy and Newspaper Management (Second Edition)

Author: Tang Xujun
Publisher:
Publish Date: 2003-01-03
Features: This book consists of fifteen chapters, which can be divided into three parts. Chapters 1 to 3 form the first part, primarily focusing on the development of the global newspaper industry as a background, emphasizing the analysis of the emergence of modern newspapers, the formation of the newspaper industry, the formation and composition of the newspaper economy, the basic characteristics of modern newspaper industrial operations, the duality of newspapers, and the composition and classification of the newspaper market. Chapters 4 to 9 constitute the second part, primarily based on the historical process of China's newspaper industry's two market-oriented developments after 1949, emphasizing the of basic concepts, theoretical viewpoints, and their development and changes concerning the newspaper industry, newspaper operations and management, newspaper business concepts, newspaper business methods, newspaper business mechanisms, and newspaper business principles. Chapters 10 to 15 form the third part, primarily based on the basic content classification of newspaper operations, exploring in separate chapters the role of advertising operations, distribution operations, printing operations, diversified operations, group operations, and online operations in the newspaper economy, the characteristics of various business activities, and their practical operational methods. The target readership of this book includes all newspaper industry professionals, primarily leaders at various levels of newsrooms. For the transitioning Chinese newspaper industry, what may be lacking is not a publicity-savvy editor-in-chief but a business-savvy general manager. The author insists that newspaper operations are not just the responsibility of a newspaper's advertising and distribution departments but are equally the concern of its editorial departments. In a sense, the economic performance of the newspaper industry is more closely related to the creativity and work quality of the editorial department. This book can also serve as a teaching reference for students in journalism departments and as supplementary reading for all individuals interested in the newspaper economy and operations, as it systematically and comprehensively introduces the basic knowledge and concepts related to the newspaper economy and operations.