| As the subsidiary of the Southern Daily, Southern Metropolis Daily was founded in 1995 when it was a weekly newspaper. In 1997, Southern Metropolis Daily has become a comprehensive daily newspaper which takes the Pearl River Delta Region as its target market. Through several years' strenuous efforts, Southern Metropolis Daily has made great progress and achieved significant success not only in news gathering and editing, but also in newspaper issue and advertising management. It has become a strong competitor in Guangzhou newspaper market. Southern Metropolis Daily is not only adept in creating and grasping development opportunities, but proficient in modern enterprise management. It is a newspaper that achieved great success in a short time but still need great internal integration and adjustment. Its success firstly depends on its modern press system and management system. Secondly its success stems from its advanced management and marketing ideas in market economy. Its success is the embodiment of its organization culture, its innovation spirit and its consistent pursuit in newspaper development. Research and analysis on its success can summarizes the rules for China press reform and development and provides examples for theoretical research, which has dual significance in both theoretical and practical senses.The paper aims to evaluate the Southern Metropolis Daily from a theoretical perspective, which applies knowledge in journalism, communication, marketing, public relations and other related subjects to thoroughly analyzing Southern Metropolis Daily's history, peculiar reporting style and management modes. The paper perceives that the greatest success of Southern Metropolis Daily lies in its continuous innovation according to the changing environment. Innovation is the spirit of the Southern Metropolis Daily and it will be the inevitable choice of other newspapers. This possesses inspiration and direction senses to the competitive and developing China newspaper market.
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