Every major newspaper in Shenyang has a gourmet edition every week. As for which newspaper is good, look at the following information:

The newspaper competition in Shenyang is as fierce as that in the whole country. The "print media research group" of the journalism department of Liaoning University, chaired by the author, has conducted a two-month investigation on the newspaper market in Shenyang since May 25. Now, the conclusion of the investigation report is compared and analyzed with the development situation of the real world and China's newspaper industry, so that the practitioners of Shenyang's newspaper industry can have a rational understanding and grasp of the present situation and trend of Shenyang's newspaper market.

1. The respective market positions of the "Seven Heroes of the Warring States" in Shenyang newspaper market

In addition to foreign newspapers, the newspaper market in Shenyang is mainly composed of seven newspapers. They are:

Liaoning Daily (Liaoning Daily Newspaper Group)

Liaoshen Evening News (Liaoning Daily Newspaper Group)

Times Business Daily (Liaoning Daily Newspaper Group)

Shenyang Daily (Shenyang Daily Newspaper Group)

shenyang evening news (Shenyang Daily Newspaper Group)

Shenyang Today. Multi-market data, in which the order of the two most important key indicators of Shenyang newspaper market is as follows:

The order of reader size is as follows:

The order of advertising is as follows:

From the analysis of the above two groups of ranking which represent the market significance, we draw the following conclusions:

A. Liaoning Daily has temporarily lost its competitive position in Shenyang newspaper market to some extent, both in terms of reader size and advertising. Like the provincial party newspapers all over the country, they are facing a major market crisis.

B. There is a gap between the readership of Huashang Morning Post and its advertising. The reason is that the popularity of the newspaper has influenced its credibility and authority while gaining certain market recognition. In addition, the purchasing power of low-culture readers also affects the advertising of more high-priced goods.

C. Liaoshen Evening News has an ideal readership and advertising, and is the most powerful newspaper in Shenyang newspaper market. There are only two competitive newspapers: shenyang evening news and Chinese Business Morning Post.

D. Shenyang Daily has good advertising revenue under the condition of unsatisfactory readership. This fully shows the characteristics of a high-class newspaper. At the same time, because five of the seven newspapers are positioned as popular newspapers, it also gives Shenyang Daily a huge market space to build high-grade newspapers.

e. shenyang evening news, like Liaoshen Evening News, has a good readership and advertising revenue. At the same time, among the three newspapers owned by Shenyang Daily Newspaper Group, only shenyang evening news can compete with Huashang Morning News and Liaoshen Evening News in the market of popular newspapers.

F. Times Business Daily was originally sponsored by Liaoning Branch of Xinhua News Agency, and now it has just been placed under the banner of Liaoning Daily Newspaper Group. The changes in the past few years have greatly damaged the vitality of this newspaper. The current readership and advertising show that Time Business Daily is difficult to pose a threat to other newspapers in Shenyang in a short period of time.

g. The readership and advertising of Shenyang Jinbao are in the same position as that of Liaoning Daily, and at the same time, it does not have the status of Liaoning Daily as a provincial newspaper, and it is also a newspaper that has basically not formed competitiveness.

second, who is the future "boss" of Shenyang newspaper industry?

the modern western newspaper industry has completed the pattern of "one city, one newspaper" from the first half of the last century. After the new century, in almost all cities in western countries, especially in large and medium-sized cities outside the capital, there has been such a phenomenon: no matter how many newspapers there are in this city, the newspaper in the first place will get the vast majority of the newspaper market share in this city. In terms of management, the income difference between the first newspaper and the second newspaper in a city is very large.

who is the "boss"? It is the focus of newspaper competition in western cities today. Because "boss" means profit, while other positions often just mean "survival".

in this sense, the battle for the "number one" in Shenyang's newspaper market will also be the key issue for the "seven heroes" to compete with each other. Judging from the current situation, the author thinks that there are three newspapers that may become the "boss" of Shenyang newspaper industry in the future: Liaoshen Evening News, shenyang evening news and Huashang Morning News.

Liaoshen Evening News has achieved remarkable results since its publication, and its Beijing office has been called "the first newspaper in Northeast China". The market of this newspaper is centered on Shenyang and radiates to other cities in the province except Dalian and Anshan. At the same time, the management level of this newspaper is the first of the "seven heroes" and it has become the real financial source of Liaoning Daily Newspaper Group. Therefore, the newspaper has become the leader of Shenyang newspaper industry, which has shown the trend of abandoning me. However, the author believes that Liaoshen Evening News also has a congenital deficiency in the future competition. This is the dilemma of the newspaper's surname "Liao" or "Shen". Today's Liaoshen Evening News has an attractive added value when attracting advertisers, that is, the advertisers of this newspaper will get a "gift" that radiates other cities around while getting publicity from Shenyang. Therefore, Liaoshen Evening News cannot be separated from the word "Liao". In this way, we can see that "news in the province" must occupy an important position in this newspaper. However, in the news of local newspapers, the ranking of "provincial news" in readers' minds is at the bottom after the news of this city, domestic news and international news. According to the data, the local news volume of Liaoshen Evening News is much lower than that of shenyang evening news and Huashang Morning News, while the "news in the province" is much higher than these two newspapers. Therefore, the future orientation of Liaoshen Evening News is "Liaoshen" or "Shenyang", which will be a conclusion of its development.

shenyang evening news is equally divided with Liaoshen Evening News in the local market. The word "Shen" and the status of Shenyang Daily newspaper group make its readers accurately positioned and have the authority to compete for the "boss" status of Shenyang newspaper industry in the future. Although the current shenyang evening news has made great progress in recent years, it is now at a critical moment to find a way out of its cocoon because it was preempted by Liaoshen Evening News, which is just across the street, and at the same time, an outsider, Chinese Morning Post, has sprung up. At this time, it is very important for Shenyang Daily Newspaper Group to make a decision on the status of shenyang evening news and whether the relevant institutions in Shenyang can create a good communication environment for the sudden flight of shenyang evening news. In my opinion, the only breakthrough for Shenyang Daily Newspaper Group in the future is to create a "shenyang evening news" which won the position of "the boss" in Shenyang.

Chinese Business Morning Post is a metropolis newspaper that has long adhered to the road of popular newspapers. At present, the readership of this newspaper obviously exceeds that of other newspapers in Shenyang newspaper market and ranks first. However, it is not easy for Chinese Morning Post to become the "boss" of Shenyang newspaper market in a short time. First of all, as a popular newspaper, Chinese Morning Post's readers are mostly ordinary citizens, and their social influence is limited, which makes its advertising revenue much less than Liaoshen Evening News and shenyang evening news. Secondly, although the style of Chinese Morning Post has changed in recent years, the format and image of this popular newspaper cannot be changed overnight. In addition, it is difficult for newspapers in different places to deeply intervene in major local political and economic decisions. These three factors make the Chinese Morning Post show the characteristics of high reading rate and low credibility and influence. The author thinks that if the Chinese Morning Post wants to be the "boss" of Shenyang newspaper industry, it must start with expanding the influence of the newspaper in the local political and economic life, so that readers can feel the great power of the Chinese Morning Post. But all this is not easy for a popular newspaper that runs newspapers in different places.

after the above analysis, the author thinks that the newspapers that can become the "boss" of Shenyang newspaper market in the future are not Liaoshen Evening News, shenyang evening news and Huashang Morning News.