20世纪90年代中期,由于都市报的异军突起和迅速扩张,中国报纸开始进入激烈竞争的时代,于是,“促销大战”拉开大幕:折扣订阅、礼品赠送、敲门发行以及社区宣传等创意不断、招数迭出。应该说,这些促销手段对提高发行量起到了作用,但没能从根本上解决报纸的长期生存和发展问题。本文拟从近几年报纸促销的误区入手提出培养“可持续读者群”的概念。 In the mid-1990s, as China’s newspapers began to enter the era of fierce competition due to the sudden emergence and rapid expansion of the Metropolis, the “Promotion Campaign” kicked off: ideas such as discount subscriptions, gift giving, door-to-door launching and community outreach , Tricks one after another. It should be said that these promotional measures have played a role in raising circulation, but failed to fundamentally solve the long-term survival and development of the newspaper. This article intends to propose the concept of “sustainable readership” from the errors of newspaper promotion in recent years.