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2002年韩日世界杯已经落下了帷幕,围绕此次世界杯的新闻大战也已经进入了盘点、总结阶段。事实证明,此次长达一个月之久的热点事件不仅仅为一些强势媒体提供了展示自己的舞台,而且,对于一些实力尚弱、名声尚小,创办时间不长的综合类报纸,也是一次极好的“翻身”机会。喻国明先生将此称为“拐点”现象,确实如此。 山西商报是一份创刊不到两年的年轻报纸,又诞生于经济欠发达的中西部地区,从实力上比,无法和国内的媒体抗衡,但山西商报此次世界杯特刊的运作,却获得了极大的成功,特刊的稿件质量足以抗衡国内所有综合类报纸,其广告营销获得了相比同期翻两倍的效果。最为主要的是,通过世界杯特刊的运作,山西商报获得了压倒竞争对手的极佳的声誉。
World Cup in 2002 Korea and Japan have come to an end, the news about the World Cup has entered the inventory of the war, concluded the stage. Facts have proved that the one-month-long hot events not only provide some powerful media to show off their own stage, but also for some strength is still weak, reputation is still small, not long after the establishment of a comprehensive newspaper, but also once Excellent “stand up” opportunity. Mr. Yu Guoming calls this a “turning point” phenomenon, and indeed it is. Shanxi Business Daily is a young newspaper that started less than two years ago and was born in the economically underdeveloped central and western regions. Compared with its strength, Shanxi Business Daily can not compete with the domestic media. However, the operation of Shanxi Business Daily With great success, the quality of manuscripts in the special issue was enough to compete with all the comprehensive newspapers in the country and its advertising marketing doubled in comparison with the same period of the previous year. Most importantly, through the operation of the special issue of the World Cup, Shanxi Daily won an excellent reputation over competitors.