Yi-Cheng Wu

United Evening News

United Evening News is an influential newspapers in Taiwan. It was launched on February 22, 1988. The paper has become the only one evening papers in this country. The United Evening News is the first Chinese paper adopts horizontal composition. The clear and attractive layout appeals greatly to the readers. The United Evening News enables The United Daily News Group to provide 24 hour news service to the public. Reader's Profile of United Evening News： The average number of daily evening news readers is about 950,000.more than 60﹪of them will choose UEN. Gender ratio：male is higher female. Age group：25-49 years old. Education：50﹪of readers are university to master degree. Living area：60﹪of readers are living in metropolitan area. Occupation：white-collar, company owner are two majority. The above profile represents that UEN readers are high education , strong consumption power＆well urbanized, UEN readers are willing to accept new ideas＆new products, They pay high attention on financial management, leisure＆ family life. UEN readers have strong purchasing power, they are also decision makers ＆ opinion Leaders. They have strong influential power in rational purchase. UEN has six broadsheets and standardization nationally, the rate of news and advertisement is：70﹪-30﹪, and advertisement get more concentrating. UEN edition is easy to read and reports political, social, financial and leisure latest news, Satisfy middle-class people wanted. The other hands, let producers easy get their target.