Inheritance And Evolution

Since the first Metropolis Daily "Huaxi Dushi " published the initial issue in1995, Chinese urban newspaper has developed more than ten years. Their operational philosophy, the contents of newspapers, the practice and business pattern have a profound impact on the whole newspaper industry. Facing the deep reform and changes of today’s news media industry, we must promote originality and encourage innovation. Revision is the normal way of self-renewal in newspaper industry."Chutian Metropolis Daily", from its beginning, has been actively exploring new forms of broadcasting, adjusting reading habit of the reader, and carried out dozens of newspaper revision. It is typical in the metropolis newspaper with its momentum of reform and the progress of transition. In February21st2012,"Chutian Metropolis Daily" implemented a new round of revision. This revision has a big breakthrough not only on the news, reviews, special weekly plate, but also in style of layout. It is the inheritance of the past fifteen years experiences in revision and also the innovation of future’s prospect.This paper is divided into three chapters. The first chapter have two parts:the first part reviews the development route of "Chutian Metropolis Daily" from the publication, in two turning points and three time zones (First stage, development stage and mature stage) to elaborate; the second section gives a reason for revision in three dimensions:the social transformation, the external competition and audience needs.The second chapter gives a specific analysis on the revision of "Chutian Metropolis Daily" in2012from content and format. On the adjustment of the revision of the content, the paper provides a detailed consideration from the news, commentary and supplement. The change of format is presented through the cover header, layout, page segmentation, color font spacing and so on.The third chapter mainly elaborates the overall effect of the "Chutian Metropolis Daily" revision and our ideas. We are affirming the achievements for this revision from the positioning, market influence and brand building these three aspects. But there are also practical difficulties:on the one hand, there exits choice difficulty between urban public and the mainstream choices; on the other hand, there has contraction between newspaper market logic and social responsibility. The revision of "Chutian Metropolis Daily" has a huge room to improve. The way to optimize and improve it is the next major target we need to think about and explore.