The Study On The Newspaper-Networks Integration Of The Yanzhao Metro Daily In Media Convergence

20th century, new media and new technologies are constantly emerging, internet application and popularization of the mobile media fast hair speed development, marks our government began to enter into the great changes in the era of, development, information environment and media occurred unprecedented change pattern. As for traditional media, both newspapers or on TV, radio, are faced with emerging media impacts and challenges. Especially, the U.S. financial crisis sweeping the globe, the traditional newspaper after a crisis for the more serious, "newspaper die theory", "newspaper crisis theory", people appear to the newspaper's future produce negative emotions. In this context, many traditional newspapers began looking for breakthrough road, hope can multiply new the power of technology, find the best mode conforming to the social development, and submitted to sustainable development network convergence arises at the historic moment.As a circulation over a million copies of newspapers the social life, The yanzhao metropolis daily "for a rainy day, with his own brand effect and social reputation, pioneering network resources, the first to launch newspaper net integration operational strategy. The yanzhao metropolis daily newspaper nets integration mode, not newspapers and network function, but the simple sum of persisting in brand resources, human resources, market under the principle of sharing resources ,fully excavating newspapers, Internet, mobile phones offer sleeping resources, implement internal resource integration and process creation, expand brand influential also derive new news value, thus realize the integration of our publications and nets media operation.This paper is based on this point, with China's media ShiChangBao nets fusion big trend, study the yanzhao metropolis daily newspaper nets integration operational characteristics and rules, and the exploration of the model based on the prospects of development, analyzes the problems and difficulties, given the development of appropriate proposal, the hope can for traditional newspaper's development in the future and to help.