Impact of Free Newspapers in China Essay

With the development of technology and economy in major cities in chinaware, the citys RRT(Rail speedy transit) is experiencing an unprecedented growth and progress. Metro as the citys RRT, is playing a significant role in the development of urban transportation. At the similar sentence, Metro also plays a unique role in culture development as the culture carrier in the city. It is obvious that in modern cities, the number of metro passengers atomic number 18 surging, which indicates that the power of sp consumeing can provide a good opportunity for the growth of media. The rapid growth of RRT creates a long potential and vast development for the citys business and culture.In the age of timeliness and demand for information, the media plays a crucial role in inter devolve the public. Against the back found, the bump circulation tabloid makes its first appearance in China. These tabloids argon advertising vehicles that contains news. The circumscribe is easy to read in minute s. Metro Express came onto the scene on March 16, 2004, create by journalism group of Liberation Daily, marks the birth of Chinas rationalise report. In 2006, Oct.8th, The tabloid Guangzhou Metro Daily, published by Guangzhou Daily Press classify and Guangzhou Metro Corp, carries 24 colour pages with news, consumption information and supplements.In 2010, Dec.8th, the signing ceremony was held by Shenzhen Press Group and Shenzhen Metro Gorp, it means that the first bleak newsprint in Shenzhen-8 in the morning is born. Besides, Until 2011, Hong Kong has its 5th free newspaper publisher-Sharp Daily on the market,, the other four are Metro Daily, Headline Daily, am730 and Skypost. The Sharp Daily, First day issue 0.8 million copies with plans to reach 1 million readers daily, is planning to excel Headline Daily.The development of free newspaper in China ushered a new era in newspaper exertion. It has a vast market space and adapts to todays make environment. Free newspaper has an unparalleled advantage in attracting the young readers. According to the research by Institute of Public Opinion, commonwealths university of China, In capital of Red China the newspaper readers average age is over 41, the situation is similar in Shanghai and Guangzhou, the newspaper readers are now becoming an aging population. The main evidence for why young adults un leave behinding to read newspaper is it costs money They canget the free information from other sources. Another research conducted by CTR and CNRS shows that in 36 major cities in China, the reading time for each mortal has declined from 40 minutes to 38 minutes. The report also reveals that the young passel do not want to waste a lot of time in reading newspaper.The free newspaper enjoys its advantages in todays newspaper industry. Firstly it meets the readers demand of getting informed in short time. When multitude are on the way to work, they dont have much time to buy the newspaper, or they will feel b oring when waiting the thermionic valve. So the free newspaper becomes their perfect choice. It can provide the information instantly, quickly and easily. People will choose the free newspaper for its convenience and for the effectiveness. The free newspaper usually distributed at most of the citys metro stations, it is easy for people to get and read. Whats more, the free newspaper usually printed less pages than handed-down newspaper, which means that it lessens that time of reading. People who are hurrying to work will cull some short news rather than long, serious news.Another advantage for the development of free newspaper is that it can arrest the young readers attention. That will encourage the advertisers to buy more and more space for the purpose of reaching the young people, which will make the free newspaper profitable. Take Guangzhou as an example, the average age of Guangzhou metro passengers is 35.6, with white-collar workers accounting for 41 per cent of the total. The free newspaper is targeting these people by providing information about recreation much(prenominal) as places to go or date, affairs about the movie stars, music concerts, art exhibitions. From this perspective, advertisers are more convinced by the free newspaper because their readers are of relatively high purchasing power.Although the free newspaper is prospering in major cities, every coin has two sides. The obstacles are also noteworthy. From the perspective of newspaper industry, the falling competitiveness of newspaper is obvious. The mobile media and the network media are challenging the newspaper industry since it has fast speed of delivering message and directness to person. The CTR shows that a persons online time is increasing from 88.5 minutes in 2002 to 137.8 minutes in 2006. Its growth reaches about 56%. The mobile media is also threatening the development of free newspaper since it can not only displays text and graphics but also play both audio and video clips . From the perspective of readers, people with high education will consider the free newspaper is not providing useful and high quality contents.As a new way of promulgation, the influence of free newspaper is also worth discussing and analyzing. On the one hand, the most noticeable influence can be seen from the growing belligerent atmosphere between handed-down newspaper and free newspaper. The free newspaper is getting more advertisers and splitting advertising revenue which causes traditional newspaper a huge loss of money. So the launch of free newspaper forced the paid newspaper to lower their price in order to minimizing loss. Apart from the conflict of interests, the free newspaper is resile to give an impact on traditional editorial theory. Traditionally, the editor will select the source of news carefully can verify the authenticity.However, it is not the face for free newspaper. The free newspaper insists on providing quick information, the authenticity is not their t op concern. But if we take a comprehensive view of general situation, we will find that the free newspaper is promoting the whole newspaper industry. On the other hand, the free newspaper has a positive influence on the societys literacy. Suyuji, professor and dean, school of Journalism and Communication, Chinese University of Hong Kong, says that in 2009, they had a research on the readership among the adults in Hong Kong and the results show that 50% of the adults always read free newspaper while 60% of them will actually pay for newspaper.The percentage for both newspapers is similar, but the tendency is predictable that the readership of free newspaper is going to exceed the traditional newspaper. Another research conducted by GroupM, the global leading media investment management group, gives a more convincing result. This research had interviewed 303 people age from 15 to 49, 86%of them have the interests to read free newspaper. It also shows that some people who seldom read n ewspaper is also willing to have free newspaper to read.2/3 of the respondents said that they are satisfied with the content and they willcontinue to read free newspaper. From the above researches we can see that the introduction of free newspaper in China plays an important role in dissemination of culture to people.Politically, the free newspaper can also serve as the correspondent for the government and people. The reference in America is usual especially on campaigns and elections. Sometimes the media even helps influence what issues voters should care about in elections and what criteria they should use to evaluate candidates. In China, the content of free newspaper seldom concerns about political issues. The potential for political promulgation of free newspaper is huge. The government can have influence on shaping the public opinion and political value especially among the young adults. The free newspaper is an ideal tool for government to spread their ideas, inform the poli cies and communicate with their people.Ecologically, the free newspaper may result in a number of adverse effects on environment. Because the free newspaper is distributed randomly, the possibilities of people litter the ground with free newspaper is higher than other newspaper. This problem can be solved by putting a recycling box in subway stations, encouraging people to recycle the papers.Socially, the opportunities of increasing literacy through free newspaper is great, the readers social awareness will increase. Nowadays people read free newspaper for three major reasons get informed, kill time and relax. However, since the free newspapers major income is from advertising, they will give more spaces for advertisements, thereof the rights for reading the news will be neglected. In the future, more emphasis should be put on the quality of free newspaper, since some criticizes now bill free newspaper on false news and vulgar taste.In conclusion, Free newspaper in China has just start its development, it is going to go forms to become mature in the newspaper market. The advantages of developing free newspaper outnumber its disadvantage , it can be assumed that the newspaper industry will experience a deep and profound revolution.References1Free Newspaper Launched in GuangzhouChina Daily October 2, 20062Citys sixth free newspaper hits the streetChina Daily (HK Edition) September 20, 20113The Dynamics of Mass Communication Media in the digital age Joseph R.Dominick4Free newspaper focus on the new generationWangying Media Observer , 20065Free newspaper made profound changes in newspaper industry Yanyu Bianjizhiyou ,20066Master thesis on analysis of Chinese free newspaperHuazhong University of Science and Technology7This year, Next year China Media forecasts Groupm 2011 Autumn8Free newspaper influence on Hong Kong readersSuyuji, professor, dean, school of Journalism and Communication, Chinese University of Hong Kong9The New Trend of Urban Grassroots Political PromulgationThe youthful Development of Free Newspapers and its Potential Political Impact Journal of Fujian School of Administration and Fujian Institute of Economics and Management