Analysis Of The Interaction Between China Youth Daily And Its Major Readers

Along with the popularity of the Internet and the rise of the mobile terminal, reading news online has become a way that many people choose. Reading online is a challenge to the development of the traditional media, newspapers for example. Many newspapers are facing a decrease in the number of readers, circulation, as well as the advertisers. Under this condition, how the newspapers interact with its major readers becomes a problem. So we will analysis how newspapers will do to construct the interactive platform, organize events, expand media influence, and attract more readers.How to build an effective interactive platform to attract more audience, is a current problem which newspapers and other traditional media thinking most. As the found of the China University Media Union, China Youth Daily can make fully interactive with its major readers-college students. So, it is of practical significance for us taking the China University Media Union as a case study.China University Media Union(CHUNU) was founded in May2008. Since March2010, I has been taken part in the activities of the union, such as the selection of Universiade registered college student reporter. I was also involved in the establishment of the China (Shandong) University Media Union, so I have a good knowledge of the Union’s organization, activities and history, all of which are first-hand information accumulated for the writing of this article.Researches about newspapers and its major readers interaction model are mainly focused on the event marketing research and techniques of interaction, seldom of them can analysis on perspective of journalism and communication.To compensate for the lack of research, this article will focus on the analysis on the following points.The first point is the relationship between CUMU and China Youth Daily. In this section, I mainly compare the changes in brand awareness of China Youth Daily before and after the establishment of CUMU, using the method of questionnaire investigation based on the newspaper satisfaction evaluation index. It is found that the more people participate in the activities of the CUMU, the more they have a good impression of China Youth Daily. Therefore, the establishment of CUMU do play a role in improving the visibility of China Youth Daily. In addition, it is found that reports of universty news increases about9.24%campared with the number before the establishment of CUMU.The second point is the relationship between CUMU and universities. This section focuses on the analysis of the role of that CUMU plays in developing campus media and complement journalism education. China University Media Union supports college media through theoretical, material and technical methods. Also, CUMU takes part in university journalism education by holding two activities, naming the Colloge Reporters Training Camp and Famous Reports Dialogue With University Students, both of which provide a development platform for many college students who are interested in journalism.The third point is the comparison of CUMU’s activities and other media’s activities. By analyzing the interactive activities between other media and university students, especially the Universiade Student Reporters selectionheld by Xinhua News Agency, it can be seen that activities organized by CUMU are more standardized, the effect of which is also more obvious.The fourth point is the relationship between CUMU and university students. In this section, China Youth Daily is taken as an economic entity. In this part, I try to explain the way China Youth Daily interact with university students and its advantages.The comparison between CUMU and enterprise university union will also be presented in this section.Because there was no thesis on the development mode of CUMU, so a systematic, theoretical paper containing abundant material will be of significant. Therefore, this paper’s biggest innovation is the new material’s integration.No innovation, no existence. Where there is innovation, there is challenge. Due to the length of the article and the limitations of my ability, there are some difficulties for me to write this paper. While analysing the first point,I had tried to campare circulation variables. But it is very difficult for me to make out why the circulation changes attribute to the establishment of CUMU.Overall, since its establishment in2008,CUMU experienced two periods: establishment and development. Now it is moving towards maturity. In this process, CUMU also faced some problems:network joint system was criticized unreasonable, university media development fund couldn’t reach into account, activities are too commercial...But it is undeniable that CUMU establishes an alternative copy of the interactive mode for other media and companies. From this point, China University Media Union is still of great practical significance.Due to the limited time and personal capacity, the final presentation of research results and proposals for the union’s development will inevitably not comprehensive.I hope a improve in the future research.