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背景:多年以来,上海的晚报市场一直处于《新民晚报》—枝独秀的状况。而江浙一带及广东地区的一些晚报也尝试过渗透这个市场,但在通路上力不从心。1998年1月1日,上海财经类报纸的佼佼者《新闻报》分拆成晨、午、晚三刊上市,一举突破了上海滩报业市场的竞争格局。2000年6月1日,《新闻晨报》成功改版上市,一夜之间成为上海报业的著名品牌,发行量一路飚升至现在的35万份。接着又是精彩的一跳——《新闻晚报》于2001年4月9日正式改版,并因此掀起了一场品牌传播
Background: For many years, the evening market in Shanghai has been in the “Xinmin Evening News” - Zhizu Xiu situation. However, some evening newspapers in Jiangsu and Zhejiang Provinces and in Guangdong also tried to penetrate this market, but they failed to do so. January 1, 1998, Shanghai’s financial newspaper leader “News” was split into three morning, afternoon and evening listing, in one fell swoop the Shanghai newspaper market competition. On June 1, 2000, the “Morning News” was successfully listed on the market and overnight became a well-known brand in Shanghai’s newspaper industry. The circulation soared to 350,000 now. Then it was a wonderful jump - “Evening News” on April 9, 2001 officially revised, and thus set off a brand communication