City Newspapers' Survival Strategy Under Market Economy

On January 1st, 1995, China's first city newspaper HUA XI CITY DAILY was founded and achieved great success。For a time, "Huaxi" model was copied very quickly, sparking "city newspaper "tide. As Of mid-2006, there were "263 city newspapers " in the whole country。I think, success of city newspapers is due to many factors。From news content,page layout, positioning the media, the media image design, advertising management and issue strategy, we find, city newspapers are different from the traditional media. Of course, success of city newspapers is closely linked. to the social and economic development and urban construction。However, Dury 12 years of city newspapers, new media appeared continuously.city Newspapers development is influenced by new and old media.In addition, the city Newspapers have their own hidden potential crisis: the homogenization of content, Vulgarization, false news spreading, mobile staff, lack of operating autonomy.On this basis, the authors predicted that differentiation and transformation of the city newspapers are inevitable. For provincial capitals(except for certain provinces, such as Tibet)and developed cities, the city newspaper pattern in the future is market-oriented leading newspaper + one or two challenger(s) +several newspapers in segments of the market. the United States "ONE CITY ONE PAPER " pattern is suitable for common cites.This pattern will be maintained, even if strength or weakness, birth or death of some media happen。But who is the market leader, who is the challenger, who loses news war, which will be a dynamic process.