was the first in the Hunan newspaper industry to take in employees from all over the country, so that the industry elites of the developed areas are gathered here. And its hardware and software are first class in the country. Quantification of responsibilities and compensations based upon results are the policies here. And the corporate culture of “ being happy because of working, getting rich because of creating, being proud of the team, and being noble because of benevolence” is advocated. All-around structural and systemic innovations are encouraged.

    Under the Xiaoxiang Morning Herald there are 8 sections, namely, news gathering center, editing center, chief editor’s office, publishing section, ad section, planning section, office administration section, assets and finance section. The employing system of contract and elimination is adopted. Currently there are nearly 300 editors and reporters, 1500 newspaper vendors, with a average age of 28, and 88% of them have regular university degrees or over. This is a young and energetic professional team.

    In 2003 the Xiaoxiang Morning Herald made a breakthrough in daily advertisement sales that went over 1 million Yuan, and the annual advertisements revenue reached over 130 million Yuan. In 2004 the advertisements revenue reached 215 million Yuan, and the circulation went up to 520,000 issues, which started a new era in the Hunan newspaper industry. According to research data of the Huicong International Consulting Co., Ltd., CTR Market Research Co., Ltd., Beijing Cenozoic Market Monitoring Institute and the Newspapers and Magazines Service Center of Hunan, Xiaoxiang Morning Herald easily ranks at the first place in terms of such important criteria as reader population, first pick of subscription rate, average reading rate per issue, advertisement volume, advertisement charge per 1,000 readers, etc.

    Xiaoxiang Morning Herald adopts the credo of “ based on communities, care about people’s livelihood, uphold righteousness, and follow the truth”, considers contents as the utmost important, and tries to establish the newspaper with news and excel at service. Through “ a large volume of news involvement, high density coverage, and all-around customer service”, and through the strong distributing network that covers the whole province, Xiaoxiang Morning Herald implements the strategy of “land enclosure” in the key cities in the province to ensure the high density coverage, the earliest coming into the market and the earliest delivering, and bringing in more local affinity, sense of belonging to the community, and recognition of the town folks, so that the goal of “readers love it, businesses dote on it, the Communist Party of China and the government favor it” can be gradually realized.