Research On The Development Strategy Of The Advanced Report Of The Party Newspaper In The New Media Environment

With the progress of science and technology, new media develops rapidly, the survival and development of traditional media is facing serious challenges, even in the face of which the party newspaper "marginalized" crisis.In this fierce competition in the media, the party newspaper how to maintain the status of the mainstream media, how to seize the opportunity in the crisis to enhance the influence of the media and the guiding force of public opinion, which are the urgent problems to be solved. At the same time, traditional media, especially the party newspaper, still has the irreplaceable advantages in the multimedia competition:perfect editing system; relatively stable, mature editing and reviewing procedures; strict operating system and the formation of long-term accumulation of brand influence, which have pointed out a path for the development of party newspaper:make valuable in-depth reports. Party newspapers should take the depth reporting as a pioneer of reform positions, will combine the authority and people’s wishes and meet the demand of audience deep information to the large extent, by creating brand image, innovating interview writing, establishing the legal awareness, establishing the long-term operation of the mechanism, which deepen the position of the depth reporting in the party newspaper. New media age makes the party newspaper in crisis, but also brings the opportunities for the development of in-depth reports. The communication among the media and the fusion of media can better enhance the readability and the affinity to raise the authority and credibility of the party newspaper.This paper is made up of six parts. The first part straightens out the idea and research basis of the paper, summarizing the value of the selected theme and achievements the predecessors got as well as the depth of research methods and innovation in this paper.The second part is to explain the depth of coverage under the new situation will be selected by the party newspaper through the definition and classification of the depth of coverage. The author will discuss the question from the internal and external factors, laying out the advantages and disadvantages, opportunities and challenges of depth reports in Party newspaper by SWOT analysis. The third part discusses Shaanxi Daily taking depth reports as the Pioneer of the news reforms to enhance the influence of the mainstream media through analyzing previous 《Economic Special》 of Shaanxi Daily and 《Observed in northern Shaanxi》《Southern Outlook》 nowadays.The fourth chapter, combining with the problems of coverage in the practice of reform, explores the way of taking depth reports and looking for counter measures and makes practical recommendations in the new media environment.The fifth part expounds the direction of party newspaper depth reports in new period, and proposes a planning program accordingly to seek the breakthrough in depth reports of the newspaper media and refresh the newspaper development. The author will analyze the problems from the following five parts:creating a brand image, innovating in the written business, strengthening the media integration, avoiding the law risks, establishing the long-term operation of the mechanism.The sixth part highlights the argument of this paper and deepens the theme by summary.