1. 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

2. Three Big Players Soccer Titan Sports Basketball Pioneers

3. General Circulation

4. Market share by major sports newspapers in 2008

5. 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.