The Research On Transformation Of Southern Metropolis Daily

In the late 1990s, metropolis Dailies have gradually transformed themselves into mainstream media in order to survive in the violent similarity competition. Southern Metropolis Daily is the typical example by means of repositioning and revamping, and becomes "new mainstream media" .This report focuses on the case of Southern Metropolis Daily, analyzes qualitatively and quantitatively its development strategies at phases, transformation on edition and context at the period from 1997 to 2005, and tends to find out its tactics for success. There are two phases for its transformation. Phase one, from July 1999 to Feb 2002, Southern Metropolis Daily successfully enlarged its circulation to million; phase two, from March 2002 to the present, it is improved to a mainstream newspaper with significant power. In a word, its transformation is successful, as it targets at common citizen; introduces unique Special Issues as differential tactic; and combines conventional and innovative ways to News Strategy.