Researching The Depth Reports Of Market Star News

Since the new century, the booming development of Internet and new media on the basis of digital technology caused huge impact to the profit mode and living space of traditional paper media. Depth reports, with its full and rich content, profound and thorough analysis, becomes a powerful weapon for traditional paper media to build brand characteristics and respond to the challenges of the new media.This paper tries to base on Market Star News’depth reports in "Deep reading" column for case study, on the basis of collating the 839 depth report manuscripts of "Deep reading" column from its foundation to December 2015, analyzes in detail the development situation, problems and the reasons existed of depth report in column "Deep reading" of Market Star News from the aspect of content and form, and proposes appropriate solutions for the existing problems.On the framework design, the full text is divided into five parts which are relatively independent and contact with each other. Among them, the first part illustrates the concept of depth reports and its development in our country, and introduces the depth reports of "Deep reading"column in Market Star News. The second part describes the characteristics of the report content of depth report in "Deep reading" column, including highlighting the report theme and extending news value, livelihood and diversified report angles. For the third part, from the aspect of form of depth reports in "Deep reading" column, it is concluded the characteristics of exquisite layout design, strong language infection and obvious advantages of series report. The forth part analyzes the problems and reasons existed in depth reports of "Deep reading" column. It points out the problems of large ratio of positive report, ineffective of supervision of public opinion, lack of depth report, and insufficient of involvement with new media, and analyzes the causes of problems from four levels, namely, the reported imbalances under the political control, the commercialization of the tendency, identity deficiency of organization management and technology shock of new media. The last part is about the development strategy of depth reports in the column of "Deep reading".The author puts forward three suggestions for the existing problems:clear the positioning of the reporters’ role, perfect the production mechanism of inner news, and enhance the integration with the new media.This paper, taking the depth reports in the column of "Deep reading" of Market Star News as the study object, studies the situation of depth reports in the column of "Deep reading" by applying content analysis, depth interviews, participatory observation and other methods. It’s expected to play a rather critical role and to make a contribution to the correlative study in future.