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On managerial authority of Shenjiang Daily during the period that Ernest Major hold the business of the newspaper
Author(s): 
Pages: 109-113
Year: Issue:  3
Journal: JOURNAL OF GUANGXI UNIVERSITY(PHILOSOPHY AND SOCIAL SCIENCE)

Keyword:  美查《申报》商业经营管理;
Abstract: 《申报》是中国新闻史上的第一家商业性报纸,英国人美查在其创办初期及17年经营管理中为达到谋利的目的,在办报过程中重视刊发言论,注意社会新闻的采写与报道,刊载文艺作品;奉行聘用华人主笔、主持编务和经营管理的人才观;采取以客户为中心,灵活调整广告价格和树立报纸自身形象的广告策略;采用减低成本、降低售价,设立分销处、雇用报童卖报和扩充篇幅、免费赠送的发行方式以及集出版图书、杂志、通俗报纸,经销发行画报,开办其他企业为一体的多元化经营方式来经营《申报》.美查的这些经营之道取得了巨大成功,赢利是原资本的187.5倍,《申报》也成为当时中国规模最大、销数最多的新闻纸.
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