A Study Of Management Reform Of Party Newspapers In Omnimedia Era

Since the 21st century, Party Newspapers at all levels who are growing up together with the new China, have been in an unprecedented shock. On the one hand, the rise of all kinds of city daily newspapers at the end of last century has broken the traditional pattern of the Party Newspaper's domination; on the other hand, the emergence of internet and other new media has brought big challenges to all traditional media including newspaper. Therefore, the reform of Party Newspaper, especially at the level of management, becomes urgent.Through theory and empirical analysis, backed by comparative analysis, analysis and synthesis, literature review and other survey methods, this paper studies and analyzes the management reform during the development of newspaper industry at home and abroad, with case studies of many inland Party Newspapers and with reference to the advanced experience of many. At the same time, with the self-experiences in US as visiting scholar, the author conducts a comparative analysis of US newspaper industry in the Omnimedia Era, in order to find some practical experience and make suggestions on the management reform of Party Newspaper.This paper argues that in the Omnimedia Era, Party Newspaper shall firstly make clear of self advantage and position, enhancing the authority and retaining the public credibility; secondly, facing the challenge of new media, Party Newspaper shall realize that the relationship between the traditional and new media shall be concurrence in stead of substitution; thirdly, the management reform of Party Newspaper shall include:1. Make clear of the management position2. Promote the inside system reform3. Improve the quality management4. Innovate the talents development system5. Enhance the combination with new media6. Set up the awareness of brand managementFacing the Newspaper Withering Away Theory, Party Newspaper management shall take the challenge for a chance in the Omnimedia Era, implement effective transformation and thus seize the initiative in the media competition and play the bigger role in the society.