Newspaper Column Personalized Study

Editing in the newspaper, the column is defined by a number of articles have some common ground into a pattern of self-constituted layout. It carries the reader-oriented, community-oriented task of information dissemination, but also carries the media recognition task, that reveals the media distinguished features and taste, in order to form a brand appreciated by the public. Throughout the history of Chinese journalism, the emergence of columns is almost synchronous to the foundation of the first newspaper.After experiencing the different social environments and ideas, the columns in the content, form and orientation, etc. have a lot of changes; in the situation of increasing competition among the newspaper industry, that drives the column in the positive direction of personalization.Shenzhen Special Zone Daily on January 4,2006 opened the "through train" column, gives full play to the advantages of media and government leading organs, and relies on the large platform of letters and visits, then first to establish a new model combined monitoring and supervision of all aspects, facilitates the new concept of supervision by public opinion which aims to problems proper solving. In 2007, "Through train" column won first prize in the China News Award Name column. During five years, the column insists on personalized development, to enhance its visibility and reputation, and quickly became the brand column of Shenzhen Special Zone Daily.The article firstly introduces the background of personalized development of the columns, which analyses the situation of market competition, the living environment of the newspaper, and proposes the themes of personalized development. Further, as an example of Shenzhen Special Zone Daily "through train" column, to resolve the innovations in public opinion, lists the specific approach of its brand concept to create a column. Finally, combines and learns from the experience of the "through train" column, proposing the path of column personalized development.In this paper, it primary takes the methodology of take field trips, literature search, text analysis and other. In the case analysis, it is not only text-derived, but emphasizes the case and compared with other similar column, then strives to achieve a comprehensive and objective.