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Sports newspaper in China. History Only hard news, no specialized sports newspaper financially dependent on the party Change The 1980 economic reform Market-oriented Sports newspaper emerged, to pursue reader and to attract advertisement Current Situation
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Sports newspaper in China • History • Only hard news, no specialized sports newspaper • financially dependent on the party • Change • The 1980 economic reform Market-oriented • Sports newspaper emerged, to pursue reader and to attract advertisement • Current Situation • Mostly are national newspapers • Declining circulation • Facing challenges from TV and the Internet
Three Big Players Basketball Pioneers Titan Sports Soccer
Conclusion and Prospect • The Chinese sports newspapers are • Playing an important role in people’s everyday life, shifting the concerns from state affairs to ordinary social lives. • Fierce competition, the society always needs this sort of reading, but not so much of it. • Optimistic future • The average reader is tired of official print media • The need of the public to know gossips about celebrities.