The Research On The Influence Of Newspaper Promoting By Metropolitan Newspaper

Since the1990s, urban newspapers rise gradually in China, and it quickly achieves popularity and recognition because of its unique populist route. But with the rapid rise of the new media as the representative of weibo, it produced a huge challenge to traditional urban newspapers, as well as providing a new way for its development. How to make innovation, how to resolve the crisis by making use of microblogging platform, and how to improve its influence, become an important node of many newspaper media’s development strategy transformation.This paper extend the the necessity and power protection of using microblogging platform to promote newspapers’ influence, through the analysis of the role of newspapers influence factors. It expounds how microblogs improve newspaper media’s influence from the perspective of media value, instead of simply stating that weibo is the media and its audience characteristics. In this paper, the author focuses on two influenced wuhan metropolitan newspaper media, The Wuhan EveningNews and Chutian Metropolis Daily, analyzing their weibo content distribution, the media application and operating technique from point to surface, and put forward strong arguments for how weibo for urban class paper improve newspapers’ influence through the quantitative analysis method. Meanwhile, in the article, the author uses the beneficial experiance of the two metropolitan newspapers, who successfully lift newspapers’ influence through microblogging platform to provide reference opinions for the entire metropolitan newspaper industry. Moreover, it puts forward that the problems during the process of urban newspapers microblog promoting its media brand influence through improving its influence and makes a forward-looking analysis about its future development direction.