| With the rapid development of the new media, the cake of profit has been divided up ,so traditional media needed a new method to revive--Digital transformation.as a traditional print media, transformation of city newspaper is more active than other media. such as development of online papers, construction of official websites,providing mobile phone news and creating local portal sites.they even get out of the traditional frame by adding video news on website and sending talking news radio to customers. Anyway,city newspaper has attempted everything except unexpected ones on digital transformation .On the environment of "cold winter for newspaper",city news ignited the digital torch and warmed up the cold corner.However, except some big influence companies , city news focusing on local events cannot match the big portal sites in browse volume. according to the statistics,most of city newspaper companies develope their brand images through only web promotion.the main income of them is just depended on the advertisment published by papers.in fact, neither official websites nor webs under city news company make both ends meet.so,the digital transformation of city news cannot be completed with this trouble which set the innovation between a rock and a hard place.Getting into micro-blogging is a big step of digital trans to city news which turned to search for help from other media. this low cost and high efficiency platform is what city newspaper need terribly. city news m-g is not only a new path for digital trans but also a good beginning for utilizing other digital platform.Up to now, most of the researches on digital trans of city news paper discussed these kinds of digital platforms seperately. the discussion involved in m-b using by media is only limited to marketing researches and the changes of news broadcasting forms. this artical will observe digital changes of city newspaper through the eyes of city news m-b and at the same time, following the author's mind ,you will see the present situation and development trend of digital trans. the author will put forward some unresolved questions and make a constructive analysis of solution plan by corresponding theories to attract more researchers'attention . |
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