Communication Strategy Of The Morning Community In Shanghai

Community newspaper in the West has been a century of history, while in2001,the first community newspaper in China named "Nanshan Daily" appeared. In recent years, with the improvement of the community and audience massed phenomenon occurs, community newspaper as a new force of public opinion gradually into the Chinese media market. Among them,"The Morning Communitiy" occppied the first step in the crowd by using a unique communication strategy."Backed by newspaper group,joined with District Council" is one of the main ways to shape the influence of "The Morning Community". It as the sub-media of The Morning News" and backed by Jiefang Daily Group, with their economic strength and reputation support. It also in cooperation with38main blocks Party and Working Committee in Shanghai, timely access to community information and expand distribution channels. Through the combination of municipal media and streets government departments can achieve integration of professional and authoritative effectlv.Implement the "community-oriented, people-servied "strategy, to form the core media positioninga as nichef and service."The Morning Community"set up an interaction type communicators like "reporter street-Social Democrats", in order to cultivate a media style,that in order to foster a sense of belonging for street people.Form the core competitiveness in the close, service, technology and popularization niche areas, thus highlighting the community newspaper personality traits.Finally,"The Morning Community"use the small minority of readers features, take a strategy named possession advertising. Advertising space free listing lifestyle information, community special events, promotions, highlighting the close community of service color, newspaper sales and advertising to achieve a win-win main interests.Of course, the strategies of The Morning Community"also exist some problems. First, launch electronic newspaper,but failed to achieve a real sense of interaction; Second,the lack of comments version so much fragmented information, the depth of information is too small, the force of public opinion to guide the newspaper needs to be strengthened; Third, according to the statistics by author,its advertising space greatly exceeding news pages nearly three years, news centered consciousness gradually fade.