Abstract: This study holds that the earliest sporting newspaper & periodical in China is“Sport and Gossip”produced by Frank J.Maitland in Shanghai in 1897 according to consulting relevant literacy.Then this study explores the exact establishing time,the motto,the marketing,the spread,the staff,the contents and the developing processes of“Sport and Gossip”.The result shows that 1)It's on the morning of January 3,1897that“Sport and Gossip”was produced;2)“Play the Game”is the motto of “Sport and Gossip”;3)the spreading strategy of“Sport and Gossip”is to sponsor outdoor sports and the balls in upper society;4)the most important marketing strategy is the quality and the praise by readers;5)“Sport and Gossip”established an expert team on sport news reporting and commenting headed by Frank J.Maitland;6)the developing stage of“Sport and Gossip”can be divided into the independent stage and the emerged stage.Finally,this study analyzes its social influences and historical values,holding that“Sport and Gossip”is most valuable for us to further acknowledge the spread of western sport and historical involution of Chinese sport in modern times.