A study on Sunday newspaper market through marketing theory.

• Main Authors: Gu, Wei., Hua, Qingjian., Yu, Weize.
• Other Authors: Lu, Wei
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/7302
• Institution: Nanyang Technological University

As the competition in Monday to Saturday newspapers becomes ever intense in China, the market capacity will soon reach market saturation. However, on contrast to the cutthroat competition in Monday to Saturday market, many newspapers give up the Sunday newspapers market and their influence. When we look closely at the Sunday newspapers market, we may discover a strange phenomenon, that is, the limited circulation and advertising income results in the lack of activity of Sunday newspapers departments and the degrade of quality; and vice versa, readers and advertising companies step away because of the cheaper quality of Sunday newspapers. Such a vicious circle gives rise to a strange phenomenon.