From a reader's angle,narrated that the sports media particularly sports newspaper the function which manifests now in the ad campaign,the crosswise analysis Chinese and foreign sports class newspaper the difference which exists in the development,then attempts to discover the sports newspaper development the new way,the longitudinal contrast in the past and the present faces the different challenge,then attempted to discover the sports newspaper development the new way.But in this development's process,the advertisement has brought the noticeable function.Analysis carrier,thus more accurate looks for its printing advertisement the market localization,enables the advertisement to achieve the propaganda the biggest effect shortcut then to lie in this.