The Change Of Metropolitan Newspaper Profit Model In Omnimedia

Nowadays, in academia and industry circles,"omnimedia" has undoubtedly become a hit word. Academia discusses the concept attribution and application areas of "omnimedia ", while industry has hoped to achieve success by the new weapon of "omnimedia". All walks of life are giving forward different opinion upon it. However, no matter what have been defined, these discussions are beneficial to the development of "omnimedia" because the society is drawing a blueprint for the future of "omnimedia" with calmness.Yet, what we have to realize is that "omnimedia" is the product of technology revolution and the needs of users, which is directly faced with the market environment. That means, the measure standard is mostly based on the profit index, which includes a short-term income and long-term profit potentialsNewspaper, as a traditional media, is apparently facing with the largest challenges given by Internet and new media. With the proliferation of new media, diversity of opening channels, distraction of consumer’s attention and higher cost of publishing, newspaper market has come to a gridlock even a downward trend. What’s worse, some professionals also choose to turn their business into Internet, and some newspaper office even collapsed. Under such severe circumstance, the transformation of traditional newspaper media has been a public concern.In the year2009, the Southern Metropolitan Daily has proposed the "omnimedia strategy" and the concept of "omnimedia clusters", which is bred under the advantage of all resources of Southern Metropolitan Chain, that is, the most professional news gathering and editing teams, an outstanding operation and management structure and the most strong power of our brand which has been set up for10years. The data of the year2013has shown that the profit of Southern Metropolitan Chain grows under a declination situation. The operation of "omnimedia strategy" has assuredly promoted the growth a lot.On the basis of traditional advertising strategy, Metropolitan Daily utilizes the idea of Integrated Marketing Communication (IMC) with Omnimedia, combines multiple resources with customers-oriented management model such as information output, public relation advertising, capital operation, and even sets foot in logistics, e-commerce, etc. To reduce the pressure of Metropolitan Newspaper management, its profit pattern becomes diversified.The author of this paper has been worked in the brand operation department of Southern Metropolitan Daily since2012, who has been in charge of a number of large-scale PR activities. With personal efforts in media industry, the author won several awards, such as "Academy Award of Chinese Media" in2012for the project of "Guangdong University Basketball Challenge", also the "ND Scholarship" for the project of "Well-being for Guangdong Citizens". This paper will be based on the case of Southern Metropolitan Daily to explore the approach of Metropolitan Newspaper Management and analyze its present profit model with author’s own observation and experience. Meanwhile, the author try to use NanduOmnimedia Strategy as an example to give some clues for the future development of Metropolitan Newspaper.