| Summary: | 碩士 === 國立高雄師範大學 === 成人教育研究所在職專班 === 92 === Abstract
This research takes Taiwan Shin Wen Daily News as an example of case study and adopt the topic group method through a symposium with the executives of newspapers, experts and scholars in media study, electronic and print media personnel, advertising agencies, and readers.
Established in 1949, the state-run Taiwan Sin Wen Daily News has history of 54 years up to now. The company experienced a lot of hardship in the initial period of starting a business. Gradually, it grew steadily and reached the high peak of its business at last. However, with the lifting of newspaper restrictions, the business of Taiwan Sin Wen Daily News declined dramatically and was unable to recover after the decline. In consideration of the cost, the government couldn’t help but open the newspaper market to private enterprises starting from January 1, 2001. This study is aimed to discuss the operating problems the newspaper industry face and the places needing improvement from the rich experiences of Taiwan Sin Wen Daily News in running a newspaper. The process from prosperity to decline before and after the privatization of Taiwan Sin Wen Daily News reflects the operating difficulties and problems of the news circle.
The rapid development of mass media which share the market lead to a narrowed market. In addition, the readers of newspapers do not increased with the growing numbers of newspapers at a direct proportion. Meanwhile, readers spend less time reading newspapers because they take much time to watch TV, listen to radio, read magazines and go on the Internet. Relatively, they have less time to read a newspaper. That indicates that the newspaper market in Taiwan is increasingly reduced. On the other hand, the reduction in advertising income has made the newspaper industry hard to survive. The cable stations such as TVBS, Super TV, or other satellite TVs have great demands for advertisements. So many television stations are competing for the big cake of the advertisement market. For some traditional media like newspaper, the creativity and price of advertisements offered by the cable stations have posed a great threat to them. If a newspaper fails to attract its readers, then the advertisers will allot less budgets for publishing advertisements on the newspaper in the future.
The first thing to improve the operation of a newspaper is to streamline its personnel. For example, a newspaper may employ more talents with new ideas in management, editorial affairs, and sales in order to adjust the organizational structure and enhance the systematic management. The ultimate goals must be a more interactive operating method which may shorten the distance between the newspaper and its readers. In the aspect of contents, a newspaper should have diverse and in-depth reports, more vivid writings and more life-related information. To evaluate a newspaper from the viewpoints of readers is the critical point for survival of a newspaper.
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