A Study On Chengdu Metropolis Newspapers' Development Status Quo, Problems And Counterplans

Since 2005, under the influence of national economic condition and newly arisen media, China's newspaper industry has got into a big adjust period. After a decade's "explosion growth", the metropolis newspaper, which is the mainstream of China's newspaper industry, has turned to a "steady development" period. The obvious manifestation is that, it has encountered a dramatic decrease in its advertisement income; some even experience a negative growth. Under such background, however, Chengdu's metropolis newspapers have attained a fast development. The author here combines different research methods, to analyze present condition of the metropolis newspapers of Chengdu, the existing problems and some counterplans for the future development of the metropolis newspapers.After 13 years' fast development, Chengdu's metropolis newspapers have been much more mature, Chengdu has thus become one of the most typical newspapermarkets in China. There are four metropolis newspapers in Chengdu--West ChinaMetropolis Daily, Chengdu Economic Daily, Tianfu Morning Paper, Chengdu Evening Post, after a decade's adjustment, they have all turned to "integrated media" from the original "living papers". This trend has also become the mainstream of China's newspaper industry. The competition between newspapers is still fierce in Chengdu, but it has turned from a low level to a comparatively high press group level, which is also very typical in China. Although Chengdu's metropolis newspapers have gained a huge achievement in the past few years, it has encountered some difficult problems, which according to the author will delay its development if they are left unresolved. First of all, the content homogeneity, there is no difference between different newspapers; this makes the most serious problem of all; the trend of newspaper being thicker at some point makes the readers confused and even bombarded by too much information, etc. Third, the management of newspaper has encountered a lot of problems, the metropolis newspapers are lack of the recognition of multi-management of media, the brand management and digital management, etc. And what s more, the management system of the metropolis daily newspapers is at some point slowing down the development of the whole industry, and this is more serious in some newspaper.Only when the metropolis newspaper industry can look deep into itself, can it achieve a continuous and healthy development. This thesis concentrate in the problem solving, it tries hard to find some useful counterplans to deal with all the problems mentioned above. According to the author, the newspapers must resolve the similarity of the content by make the content more reasonable, and try make the content pleasant to the readers, and also it need to make some change on the management of the newspaper, in order to achieve a modern management system.The 11th five-year-plan and the 2008 Olympic Games will bring a perfect chance for the Chinese media, and also for Chengdu's metropolis daily newspapers. The metropolis daily newspapers can achieve a healthy and continuous development, only when they solve the existing problems soundly.The author firmly holds the belief that, after this study, the newspaper industry itself can see how the situation is, what the existing problems are and how can the newspaper deal with those problems. That is why the study is practical to the metropolis newspaper of Chengdu.