These years, media firms begin to invest in culture industry. This Phenomenon can be witnessed in art exhibitions held by the China Times and the United Daily News. The article case-studies the intention of media firms to hold art exhibitions and analyzes how they employ their own resources to create synergy. We found that by organizing such fairs, media firms can use their own sources to reduce financial risk and achieve operational synergy. The strategy for promoting art exhibitions is different from marketing regular commodities. Besides, by promoting art, media firms become more competitive and can develop a symbiotic relation with the field of artistic production.