| In 2005,it was known as the turning point of the traditional newspaper industry in our country.This year,the biggest decline of the newspaper industry in China appeared as the impact of new media in 10 years,and the influence of the newspaper industry began to decline.By 2010,the decline of the traditional newspaper industry became more apparent.The advertising revenue and circulation of newspaper showed a cliff-like decline.According to the data from the “China Media Industry Development Report(2016)”,the total retail sales of various newspapers in China decreased by 41.14% compared to 2014.Among them,urban living service newspapers such as the Metropolitan Daily reported the largest decline.At the same time,the dilemma of the traditional newspaper industry's shrinking market and brain drain is even more serious.In August 2009,"China News" published the publication of the liquidation announcement,becoming the first closed-down central-level newspaper.The "China News" was founded in 1993.It was once called "media in the media,news in the news." Its industry and social influence are extraordinary.With the approval of the General Administration of Press and Publication,the "China News" has ceased publication due to its poor management and serious insolvency.Since then,several newspapers have been ceased publication every year.The "Evening News" that was issued fifteen years has been officially suspended on New Year's Day in 2014.The "International Herald" and "Jinghua Times" also ceased publication at the end of 2016 and early 2017.In addition,The loss of newspaper practitioners is very serious.In 2014,Zhu Wei,who worked for Life Week,officially left the magazine.In 2015,Chen Zhaohua,the former general manager of the Southern Metropolis Daily,served as vice president of Sohu and chief editor of Sohu.com.The suspension of newspapers and the departure of senior newspaper professionals seem to confirm that the “decline” of the newspaper industry is the trends.This article believes that although various types of newspapers in our country have experienced different degrees of decline under the impact of new media,the prejudgment of newspaper “decline” is not objective,and “recession” does not mean “death”.In contrast,this is more like a test of survival for the newspaper industry.However,the theory of newspaper declining death has indeed sounded alarm for newspaper industry practitioners.What they should do immediately is how to adapt to social development,integrate government policies,and actively integrate the media,and finding a new operating model suitable for the development of the newspaper industry at this stage.Looking at the development of China's newspaper industry in recent years,when the industry decline,the community newspaper as a relatively new form of newspaper industry has received much attention from the industry.The major newspaper groups have even regarded the community newspaper as the future of the newspaper industry.This article sorts out the community newspapers academic writings,and through the actual research in the community newspaper of the SheYuan(Beijing)Culture Co.,Ltd.,it is found that the community newspapers in the process of development in China which as imported products,not only follow the basic principles of journalism but also is functional and constructive.In adapting to the current media environment,community newspaper can foster strengths and circumvent weaknesses.They can not only maintain their uniqueness,but also achieve effective integration with new media.At the same time,the community newspaper can give full play to the role of “bridge” and make use of their unique mode of operation to promote the grass-roots government and residents to communicate better,and helps change the government's functions in the process of asking the government and the people.Therefore,this article discussed from the following aspects: Firstly,the article analyzed the phenomenon of the decline of the newspaper industry in our country,and pointed out that the community newspaper can provide new idea for the development of the newspaper industry as a new newspaper form.Secondly,analyzed the environment and development status of China's community newspaper.Thirdly,took the SheYuan(Beijing)Culture Co.,Ltd.as the research object,and summarized its innovative ideas and operation methods.Finally,it disscussed the operation model of the SheYuan(Beijing)Culture Co.,Ltd.'s community newpaper had certain social significance and scalability.The reason why the writer chose SheYuan(Beijing)Culture Co.,Ltd.as the case study object is that the company has been exploring the community newspaper for 10 years since its establishment in 2007.The type of the company's community newspaper now are more than 60,which is the largest community newspaper content provider in the country.The company's community newspaper in the founding process to give full play to the community newspaper's advantages and functions,having a high degree of social recognition,its operating model also has a strong research value. |
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