Abstract:

The author analyzed the “one newspaper publishing several weekly” phenomenon by the theory of Quality Surplus and Tie-in-Sale in this article. For newspaper, quality surplus and tie-in-sale are necessary, but too high rate of tie-in-sale means bad image and it is harmful to market. For newspaper weekly, the current problem is too much ads and bad contents, which result in severe tie-in-sale. The strategy to publish a good newspaper weekly is low the rate of tie-in-sale by all means. Firstly, publishing a “thick” weekly with abundant contents and more depth articles and fewer ads, and to do this there must be more excellent reporters and editors. Secondly, taking the common interest of different reader groups into consideration to enhance the reading rate of weekly and stabilize the audience.

Key words: Newspaper;　Weekly;  , Quality surplus;　Tie-in-sale