Research Of Survival Strategies Of Metropolis Newspaper Under The Financial Tsunami

The financial tsunami with a huge impact to the world has covered Chinese newspaper, especially metropolis newspaper. High paper price, sales decline, and advertisement shrink have become practical problems to each metropolis press. In such serious economic situation, metropolis newspaper must merge the resources of newspaper group in the connotation development and search another way to explore the road to intensive development.Journalism possess have dual attributes which are culture and commodity. The culture attribute of journalism mostly reflected in the daily work of news interview and edit. In addition, the commodity attribute of journalism mostly reflected in the management of news media. Nowadays, such attribute leads the operation and management of news media industry towards the direction of Market-oriented development. On account of the majority of our operational management of metropolis newspaper controlled by their press group, in such serious economic situation, this press group must integrate their advantageous recourses; take the market-oriented path of development. At the same time, the financial tsunami with a huge impact stimulates the sensitive nerve of world economics. There are so many potential of economic news to explore. On the other hand, as a regional media, metropolis newspaper must ensure the "exist-oriented", reflecting the individuality, taking a road to develop with high individuation.Media convergence is the general trend of the development of contemporary media. Just as an famous scholars McLuhan saying goes "A new hybrid power and energy release by media convergence, as huge as nuclear energy release by the atomic fission and nuclear fusion". In the current situation, network has become popular and 3G era has arrived, metropolis newspaper should seize the opportunity to actively respond to the financial crisis, take a road to development with the integration of manifold media.This paper is based on the above-mentioned three ideas about survival and development of metropolis newspaper, which is to response to financial crisis. Use a combination research method of quantitative analysis and qualitative analysis. In the context of global financial tsunami, try to find a targeted and operable way for the survival and development of metropolis newspaper.