Study On Competition Strategies For Metropolian Newspaper Review

Review is a great feature of newspapers. So far a unique style has been formedfor the China’s metropolitan newspaper review in the course of development. Sincethe media era, the development of metropolitan newspaper review has been facedwith new challenges. In this paper, metropolitan newspaper review is regarded as theresearch object, and causes for its emergence and some problems in the developmentcourse are studied. With the appearance of internet, the newspaper review hasundergone earth-shaking changes in many aspects such as aging, topic, review authorand layout. Regards to the characteristics of anonymity, convenient spread and weakcontrol of online comments, metropolitan newspapers can fully apply their advantagesand realize benign interaction between newspapers and the internet. New perspectivefor development of metropolitan newspaper review can be explored in suchadvantageous aspects as the editing team, credibility and authority of newspapers.Major contents of this paper include the following aspects: first, overview ofmetropolitan newspaper review. In this part, the author mainly combed newspapers ofsimilar kind in the country. It can be noted that review occupies an important place inmetropolitan newspaper and meanwhile the greater context of metropolitannewspaper review development can be understood. Second, review reforms inrepresentative metropolitan newspapers (such as The Beijing News). The reviewdevelopment models of representative newspapers are introduced, which is ofreference to the review development of other newspapers of similar kind. Third,problems encountered in the course of metropolitan newspaper review development.The competition strengths and weaknesses of metropolitan newspapers can be viewedmore explicitly in this part. Fourth, coping strategies are proposed according to thestatus. Newspapers can’t await its doom in face of homogeneous competition and theimpact of new media. Under the great context of newspaper and internet combination,the newspaper review should make full use of the media technology of internet tobetter develop itself. In addition, there are things that need to be changed in etropolitan newspapers such as review writing, layout column setting and reviewauthor which will be illustrated in detail in this paper. Last but not least, conclusion.Newspaper review must stick to the philosophy of “content oriented” and makegreater efforts in the review depth in order to keep its content strength. Meanwhile,review writings should be diversified and varied to let readers have access to colorfuland rich perspectives; the contribution sources should be expanded; outstandingreview authors should be trained; the overall style and features of the layout should bepaid attention to and brand should be built.In the process of writing this paper, the author sorted out many scholars’literatures and conducted an in-depth analysis based on observation of literatures andthe current status of metropolitan newspapers. On the one hand, this paper narrates thedevelopment and competition status of metropolitan newspaper review in amacroscopic way; on the other hand, the case of “The Beijing News”, a metropolitanmedium with classical and outstanding review layout, is selected to analyze itsfeatures and strengths in topic selection, the author group, review articles and layoutsetting in the review column. At the period of social transformation with prominentcontradictions, the metropolitan newspaper review embraces favorable developmentopportunities and is confronted with some challenges as well. The metropolitannewspaper review is at its growth period so it’s not mature enough and not perfect yetat its initial stage, which is normal. The appearance and development of the reviewpage lead to changes in spread philosophy and functions. In the paper of “Exchangeand Dispute—Review of Foreign Newspapers’Opinion Page”, Ma Shaohua remarked,“The review page which integrates different opinions such as social and readers’letters and column articles actually may not be able to be categorized into mainstreamand nonmainstream, quality paper and tabloid, western and oriental types; instead, ithas become a normal standard and system of today’s international newspapers”2.Such system is not set up in China but it can be discovered from the examination andstudies of metropolitan newspaper review pages that China’s metropolitan newspaper review has entered a development era when flowers of every kind are in bloom.It’s learned from the analysis of metropolitan newspaper review developmentthat China’s metropolitan newspaper review is greeted by a promising prospect. Amature review page can better consolidate the newspapers’ brand and is ofconstructive importance to the overall development of the newspaper industry. It’shoped that more pioneering works will be done in the future development of thenewspaper review layout.