Research On The Development Strategy Of County Party

In the second half year of2003, a historical revolution took place in Chinese newspaper industry since the born of People’s Republic of China. Except the newspaper launched by the Communist Party of China before liberation, newspapers of autonomous counties and other44newspapers taken by provincial Party newspaper, the Chinese government put an end of262Party newspapers at county level which have authorized periodical in January1st,2004. Since then, the Party newspaper at the county level, as the foundation part of the pyramid, officially turned into tree-level construction. However, in some developed costal cities, especially Jiangsu, Zhejiang, Guangdong and Fujian, the Party newspaper at the county level didn’t die out, but still performed its role as usual and developed into prosperity after having the title of the newspaper changed into others names.Nowadays, with the development of the digital and Internet technologies and the debut of new media like Internet and Mobile phone, traditional newspaper which is paper-printed, is greatly challenged."Newspaper collapse" is once again buzzed and the Party newspaper is on the edge of extinction. Under the circumstances that China is striving for well-off society and pushing forward the new rural construction, to develop the Party newspaper and make it play its part in news spreading, public opinion supervision and public services are the most important issues for journalists to explore and cope with, which is also expected by the county government. Therefore, the study is of significance and will have a positive effect on the whole newspaper industry.Based on the theories of media economics and mess media, the paper first studies the Party newspaper’s long history and its role in the development, and then analyzes the current situation of Party newspaper at the county level and challenges it is facing. Regarding the prospects of the Party newspaper, the paper also makes a theoretical study on how to develop the Party newspaper at the county level in the future. The research results show that in order to play a better role in the new circumstances, the sandwiched Party newspaper must take a new mode-"taking the essence of party newspaper, adopting the style of evening newspaper and performing local characteristics"...