The Current Status Of Metropolis Daily Retail And The Internet Integration

Nowadays under the environment of media fusion,traditional media have to coexist withnetwork to have a better development. The organization structure as well as mode ofinformation transmission and its content are all in a significant change, such as the formationof cross-media group;the emergence of mobile media;the network buzzwords have been usedin newspaper headlines, etc. All of these changes no doubt reveal the times of new mediainformation is coming as a new trend of dissemination.Under the circumstances of media fusion, papery medium has to grasp the audiencecomposition and understand their psychology. This thesis based on a survey from theperspective of the audience according to Lasswell’s’5W’ model and on the basis of sometheories such as ‘social type wheel ‘and ‘medium is the message’，analyzing the behavior ofmedia fusion as well as composition and psychological characteristics of readers from themetropolis daily retail readers in Chengdu area. This study has practical significance.First ofall, to draw an outline of a basic image of the audience for papery medium; Secondly, toreview the media convergence behavior of this group through the applications of web portalsand network products which readers developed for papery medium. In addition, to analyzewhat information the newspaper readers prefer to browse on the Internet and in whatcircumstances can meet the their demand for information through the network. These providea reference to papery medium for implementing the network products.The analysis has below founds:1. Comparing to men, women prefer to use mobilemedia;2. Readers over the age of50generally choose newspapers as the main way toobtain information;3. Higher earners mainly through TV media to get information;4.‘Net age’is in a direct proportional to the readers who engaged in new media;5.A low frequency ofreading Metropolis Daily network products by readers;6. Mobile news readers and electronicpaper readers are compatible, but readers of the mobile news are less than the e-paper;7. Localimportant events are main factors to attract the audience to read the local news;8. Readers’notions for suspecting the truthfulness of network information is not strong;9. Readers seldomsurf the newspaper’s web portal;10.For hot topic, in-depth analysis of social phenomena andentertainment information, readers are usually select television media. The research suggests the characteristics of Chengdu area Metropolis Daily retail readershave been integrated to the internet, those are:The users of new media has the characteristicsof younger, better-educated and lower income; The readers’ age, occupation and income havea great influence on newspaper media. Due to the irreversible of people’s age, Newspapers aregradually cracked by network ‘s attack. The traditional newspapers nowadays is difficult tosurvive. To make Chengdu area newspaper media fusion is better, the author proposesfollowing opinions. Firstly, add local information and woman’s favorite subjects intonewspapers web products. Secondly, create authoritative newspaper. Thirdly, strengthenadvocation for newspaper portal. Lastly, make full use of social networking sites to establishits own brand.