Research On Digital Transformation Of Metropolitan Paper

Companying with the information age, the readers' requirements are more diversified. They have great passions for network media. The richness, diversity and timeliness of the Internet information suit the interest of the readers, broaden their eyesight and meet their demand better than ever. Facing the challenges of the media structure, the traditional media shouldn't take it lightly, nor should they sell themselves short. Instead, they should take effective measures to reverse the passive situation and enhance readers' confidence in them. The development of the domestic and international media industry indicates the inevitable choice of the traditional and new media to take the road of media convergence.Media convergence covers a wide range of issues. Due to capacity and time limits, this essay simply chooses metropolitan paper as its research objective, analyzing their process of digital transformation and their eventual integration with the network media. Metropolitan paper emerged as pioneer in the process of press transformation towards market operation and reversed the dilemma of the press through their unique modes, innovative ideas and flexible management shortly after their establishment. It is, therefore, safe to conclude that metropolitan paper play an important role in press development. And it is not hard to predict that when Press Group undergoes strategic transformation to Media Group, metropolitan paper will shoulder a big responsibility still.This essay have 3 chapters,12 sections,and mainly adopts such methods as data analysis and survey research. It is of relatively high credibility and reference value for most of the related materials are drawn form famous newspapers and journals written in the recent years and the others are from authentic internet articles.Chapter one recollects the development of metropolitan paper over the past fifteen years, pointing out crises they are facing and leading to the central topic——digital transformation. It goes on to analyze the advantages and disadvantages of the metropolitan paper and their influences on the digital transformation.Chapter two is the core of this essay, focusing on three aspects of the digital transformation. Firstly, it points out the favorable condition where China advocates improving soft power to gain international voice. Secondly, it proposes ways of digital transformation. By means of breaking the investment barriers, metropolitan paper can enhance their influence and competitive edge, achieving the goal of cross-media and cross-region communication. Thirdly, it presumes the final success of digital transformation, in which case, independent network platform is established for the ultimate implementation of federated media.Chapter three predicts the impact of digital transformation on metropolitan paper, for instance, more dependence on the 3G digital technologies, development of media group through financing, and trial on paid-digital-newspapers.