On The Innovation Of The Party Newspaper

Considering the new situation of developing market economy, it is an important topic how the local party newspapers confront competitions and challenges against the numerous media through their innovation. As of today, lots of papers are related to describing the innovation of local party newspapers. However, based on paper searches, most of the papers just focus on the discussion about some specific aspects fragmentarily, and their discussions are dated earlier than the new century. Taking 'Laiwu Daily'as a study object and incorporating the specific practices of numerous local party newspapers, this paper makes relatively complete analyses and studies of the current status and the characteristic as well as the orientation of development and innovation regarding the local party newspapers and media since the new century, by means of the demonstration analysis and the sample survey.This paper consists of six parts. The first part is the preface, introducing the competition faced by' Laiwu Daily 'from other media and the innovational achievement since the new century. The second part mainly discusses the status, the characteristic and the new situation faced at present. The third part is stressed, describing the measures to highlight pertinence and practicability, and enhance attraction and impressiveness, in terms of the innovation orientation of the local party newspapers, the content innovation and the format innovation of the press propagation. The fourth part stresses the innovation of the party newspaper advertisment.The fifth part stresses the innovation of the newspaper circulation and the press industrialization, strengthens the power of the party newspaper, and lays the foundation to make the press industry strong and powerful in order to consolidate the position of the public voices further. The sixth part is the conclusion, summarizing the whole paper briefly. Hopefully the outlook of this paper will be of benefit to the development and competition of the present and future party newspapers.