In order to survive and develop, newspaper enterprises must improve their competitiveness, and it is a competition on two battlefields, one is the reader market and the other is the advertising market. How did the French press fight on these two battlefields? Making products that meet the needs of readers means winning the market, and it is a dual market-news product market and advertising market. Of course, it was a very difficult game. According to the statistics of the French Institute of Social Economics, newspaper consumption is included in the French family budget as cultural and entertainment expenditure, accounting for only 5.7% of the French family budget, while newspaper consumption only accounts for 13%. In other words, if a French family earns 1 10,000 francs a month, only 570 francs will be used for entertainment; Of these 570 francs, only 75 francs are used to buy or subscribe to newspapers and periodicals. It can be seen that newspapers and periodicals account for only a small share of household consumption in France. There are nearly 3,000 newspapers and periodicals in France, all of which want to strive for 75 francs in every French family to the maximum extent. The fierce competition can be imagined. If newspapers and periodicals want to stabilize their share in the consumer market, they must always pay attention to consumers and meet the needs of readers to the greatest extent. Therefore, it is very important to design a newspaper or periodical. We should consider who the reader is, where to read, when to read, what to read and other factors. In order to attract readers, the editorial policy of French newspapers and periodicals has changed greatly. In the past, newspapers and periodicals seemed to serve the news industry. Based on journalists' feelings, they reflected their literary talent and expressed their views through newspapers and periodicals. Nowadays, newspapers and periodicals provide readers with the information they need and try their best to solve practical problems for readers. When you open French newspapers, you can see columns such as "How to invest", "How to solve children's learning difficulties" and "How to find a job". Some magazines even changed their names to be closer to readers. A popular science book originally named "Popular Science and Technology" was renamed "I am interested", trying to stir up feelings with interest and connect more readers. Liberation, a comprehensive newspaper of political and current affairs, has set up a column of "Readers are You", which mostly publishes practical information such as employment, investment, fashion and health care. A newspaper, aimed at "subway commuters" who commute to work every day, should be designed to be easy to read in subway cars, with short articles and easy information, which does not need too much attention from this part of readers. Several French TV newspapers and magazines, such as TV Weekly and TV Magazine, are small in layout, short and pithy in articles, easy to understand, knowledgeable and interesting, which are very suitable for quick browsing in the subway. The French like gardening, and they like to plant flowers and grass behind the front room of the house. Horticultural magazines have always been good in the French periodical market, but they are well positioned. There are seven or eight gardening magazines in France, each with its own characteristics. Gardening magazine, which costs 9 francs, focuses on home design and popular home decoration. This is a periodical that occupies the market at a low price. My Garden, My Home costs 27 francs, attracting readers' attention with exquisite photos and high-grade paper. This is a gardening magazine that occupies the market of middle-class readers with luxurious and high-grade style. The price of "Practical Horticulture" is 19 francs, which starts with practical techniques and is aimed at readers who are interested in gardening practice. Professional gardening, charging 24 francs, providing professional information such as breeding, nursery and horticultural research. This is an academic publication for professionals. Every magazine has different characteristics and different readership, but its purpose is the same: to win over readers and advertisers. As far as horticultural magazines are concerned, the narrow coverage and the absolute number of readers may be small, but it does not mean that there are fewer advertisers. On the contrary, such magazines are often the ideal target market for advertisers because of their strong pertinence. For example, seed manufacturers are willing to advertise in practical horticulture and introduce their products to seed sellers and seed users, instead of "targeting" in popular publications and comprehensive newspapers. Distribution and after-sales service are convenient for readers. French newspapers and periodicals not only try their best to meet the needs of readers in product production, but also try their best to be close to readers in distribution and after-sales service. French newspapers and periodicals mainly use the following distribution channels: postal distribution-through the post office; Delivered to the home-delivered to the home through the self-run newspaper delivery network; Retail-sold at newsstands through newspaper retailers. These distribution channels have their own advantages and disadvantages. Post office has low cost, but poor timeliness. The delivery fee is high, but it can ensure that subscribers can read newspapers every morning for breakfast, which is time-sensitive. The retail display is strong, but the number of issues is difficult to grasp. Generally speaking, French national newspapers and periodicals mostly use retail, accounting for 55% of their circulation, mail accounts for 10%, and newspaper users only account for 5%. Because the national distribution subscribers are scattered all over the country, it is not suitable to send them to registered households. However, regional newspapers mostly use the method of household reporting. Paper delivery accounts for 55% of its circulation, retail accounts for 30%, and mail accounts for 15%. This is because regional newspaper subscribers are concentrated and the utilization rate of newspaper delivery outlets is high. 30% of French newspapers and periodicals are delivered to families. Delivery means delivering the newspaper to the subscriber's home before 7: 00 a.m. According to the survey, newspapers delivered before 7 am have the highest reading rate, because subscribers can use breakfast time to browse the news of the day and get the information they are interested in. After they went to work after breakfast, they had no time to read newspapers. After coming home from work at 5 pm, there will be other media such as TV and radio to provide information, and the newspaper will not be opened again. In addition, the extensive publicity of newspapers and periodicals will have an impact on readers' psychology. Advertisers are generally willing to put advertisements on Saturdays and Sundays with high newspaper circulation, which leads to uneven distribution of advertisements and uneven newspaper layout. Newspapers from Monday to Thursday have only more than 20 pages, and newspapers on Saturday and Sunday can reach 36 to 40 pages. This gives readers a psychological hint, just like spending the same money to buy back goods with different values. In order to avoid this influence, some newspapers and periodicals increase special issues on days with low circulation, which on the one hand stabilizes readers and on the other hand attracts advertisers. Le Monde, a well-known French newspaper, adds a special recruitment issue every Wednesday to make up for the shortage of circulation on Wednesday. Do everything possible to win over advertisers. In France, the price of newspapers and periodicals is often lower than the cost. The French newspaper Le Monde sells for 10 francs, but the price is only 7 francs. Some regional newspapers sell for 5 francs and 4 francs. The difference is made up by advertising. Advertising is the lifeblood of newspapers and magazines. Some critics mean that newspapers and magazines try their best to attract readers just to get a good price from advertisers. Although the words are sharp, the image shows the internal relationship between readers and advertisements. An increase in the readership of a newspaper or magazine means that its advertisers may increase, and it also means that its production and operation funds will increase, so that it can hire better journalists and better managers, update its technical equipment, produce better products and attract more readers and advertisers. This is a virtuous circle that newspapers and magazines dream of. According to the statistics of 1992, the annual advertising expenditure in France reaches122.4 billion francs, accounting for 1.75% of the gross domestic product of France. The average annual expenditure of French industrial and commercial enterprises on advertising is basically stable at 1.4% of turnover and 2 1.9% of investment. Huge advertising revenue is an attractive big cake. However, its distribution is not balanced. First of all, its distribution in various media is uneven. According to the statistics of 1992, TV advertisements account for 29%. Outdoor signboard advertisements account for 12. 14%, radio stations take 7%, movie advertisements account for 0. 16%, and the remaining 5 1% flows into newspapers and magazines. Even within the publishing industry such as newspapers and magazines, the distribution of advertising revenue is not balanced. Take 1992 as an example. In the total advertising revenue of French newspapers and periodicals, national newspapers account for 10. 12%, local newspapers account for 19. 16%, periodicals account for 310.3%, and professional and technical newspapers account for17./ Within the same kind of newspapers and magazines, this imbalance is more prominent. There are nearly 3000 newspaper enterprises in France. 68 are national newspapers, of which 6 cover 80% of the advertising revenue in this field. There are more than 2,000 periodicals, of which 13. 19% holds 80% of the advertising revenue in this field. For newspapers and periodicals, to win advertisers, we should not only pay attention to the number of readers, but also pay attention to the quality of readers, and strive to win more effective readers. Advertisers choose advertising carriers according to the effective readers of the media. It should be said that it is difficult for advertising to occupy a large market with scattered targets, while it is relatively easy to occupy a small market with concentrated targets and less investment. French advertising fee refers to the circulation of newspapers and periodicals. This makes the magazines with low circulation, high readership and long reading years dominate the text publishing industry, while the comprehensive newspapers with a wide audience are being weakened day by day. Therefore, French periodicals develop faster than daily newspapers, which is directly related to the increase of their advertising turnover. Reprinted in w3.org/smth/JC/comment/newspaper/00000015.htm.