The Historical Evolution of Shenyang Daily Newspaper Group

The development track of Shenyang newspaper market is clear.

1985-2000: opportunistic newspapers lead the market.

In July 1985, shenyang evening news was founded. The evening newspaper "shorter, shorter, softer, softer", coupled with the newly awakened service consciousness, immediately showed the characteristics of being more readable and practical than the party newspaper under the planned economy system. Under the unique background of the times, "shenyang evening news" takes advantage of the trend, and its market share is first come, first served.

It should be said that due to the relative differentiation of the target market, the development of shenyang evening news has inspired, used for reference and even inspired the news concept, running mode and management mode of local party newspapers, but it is far from impacting Shenyang Daily and Liaoning Daily, which have condensed loyal readers for decades. In the old industrial base of this Republic, people's trust and dependence on the organ newspaper are almost deeply rooted. Today, this is still an important factor affecting new entrants to upgrade Shenyang newspaper market.

1 99365438+1October1,the 4th edition of Liaoshen Evening News appeared in Shencheng as a city life newspaper. At that time, the immature newspaper market had great room for development. Vivid social news, strong public opinion supervision, series of planning reports and modern layout design have become the distinctive features of this urbanization evening news. Equally striking is the spirit and market sense of metropolis daily.

In the six-year growth period, it expanded from version 4 to version 4, from version 4 to version 8, from version 4 to 16, from version 4 to version 24, and the third edition tripled-the circulation increased from 6.5438+0.2 million copies to 200,000 copies and then to 380,000 copies, and the advertising revenue increased from 5 million to 60 million yuan. Every marketing step of Liaoshen Evening News is guided by a series of classic plans: the early report of "Six Girls Leaving" made Liaoshen Evening News have national influence, and a series of influential reports such as "Unveiling the Black Whistle in China Football" and "Saving Yang Shen with Love" gained unprecedented popularity in China.

In cooperation with news planning, Liaoshen Evening News set up a red vest distribution company on 1998 to recruit a large number of laid-off women workers-"Newspaper Sister-in-law", which is the first "upstairs newspaper" in Northeast China and steadily promotes its distribution; At the same time, strengthen its own image packaging and publicity-named Liaoning Ballet, buy out the weather forecast of TV stations, etc. And focus on Shenyang in the business field. The coordination and follow-up of distribution and advertisement made Liaoshen Evening News surpass shenyang evening news gradually.