Adhere To The Policy Of "all Media", To Enhance The Party Newspaper Ability To Communicate

Recently, internet and mobile phones and other new media have significant impact on the traditional newspaper market. Meanwhile, the market has new requirements for news service of newspaper. The circulation and advertising revenue of People Daily grow slowly. In this crucial period of innovation of crossing media integration for newspaper in China, how to build a word-class media, how to improve the ability of spread and communication, those are very important subject of reform for the party newspaper journalists and media researchers, who concern about.This paper analyzes the new demands of market for time effectiveness and difference of newspaper, researches the leverage of omnimedia for news productivity, which released by integration of traditional media with new media. This paper tries to find the way to speed up development, through the real cases of cultural system reform and Yantai newspaper group transform of omnimedia.This paper argues that the People Daily's reform and development should focus on the key task of improving the transmission capacity, adhere to the omnimedia policy, and focus on the following four aspects linked up closely.The first is to associate the theory of optimization market allocation of resources with promoting party newspaper system reform, to reform and break through the traditional constraints of institutional mechanisms to achieve the organizational changes. Adhere to the market and technology, daring and good at using the commercial models to enhance the function of guiding the main public opinion.The second is to associate the producer behavior theory with promoting newspaper transformation to omnimedia. building a production platform for newspaper omnimedia, for training omnimedia editorial team. Using the "ripple" theory to create industry chain of news resources value created, solving the problem of party newspaper, which is how to produce. Realizing scale economies for party newspaper transition to omnimedia, relying on technology to enhance communication ability.The third is to associate demand and supply theory with continuing to meet market's new demand. We need consider market supply and demand and environmental conditions to determine the production of omnimedia content, to solve the party newspaper "for whom production of problem. Through omnimedia channels of interaction to improve timeliness, enhance diversity through market segmentation, reliance on market forces to expand its influence.The fourth is to following the communication rules and associate news rules with the business form of party newspaper omnimedia. In accordance with the rules of the media market operating the unique party newspaper "News of resources", solving the problem that party newspaper should follow the rules of market to find the solution for market profit model of omnimedia production and management. Improving the authenticity and timeliness of news products according to the rules of news communication, in the process of providing newsworthy media products, to spread the mainstream thought effectively. Finally, achieve the combination of ideological work rules, media market rules and news communication rules.