Research On The Development Of Regional Newspaper Under The Background Of Media Diversity

With the coming of the technology time change the way people live, and theway to collect the information is become diversification; the economy push needs ofpolitical being wider, and the media itself is continually revolution and innovate.When we get into information time, it is quite sure that the mode of transmission ismore and more vast. The new media is crashing the tradition media,”less money”“smaller market”“crashing of the new media”“the changing of people read” thesekeywords are describing the situation of the newspaper industry. Regionalnewspaper is also facing the terrible crash. But undeniable, the newspapers’ issuequantity and advertisement quantity is getting less an less. How can newspaperindustry developing in this background, is the key point of my research.The core of this article explore point is in the face of the multimedia era underthe environment of rapid development，regional newspaper how to discover theirown advantages, continuous innovation, from the aspects of management,advertising, readers, content constantly improve, enhance the brand influence, inorder to adapt to the demand of the market. Through refer to a large number ofpapers and past newspapers, use the actual case, analyze of the 《Du Shi Kuai Bao》,《Qi Lu Wan Bao》《,Xin Wen Hua Bao》3typical regional newspapers, especiallyfocus on 《Xin Wen Hua Bao》. From readers, operation, content, layout andinteraction between the reader more factors, the increase in comprehensive, detailedand specific media diversity is expounded under the background of regionalnewspaper how to development, how to survive.In this paper, the most difficulty is how to combined with the actual casesclosely, use the fact case lead to the different idea between the different newspapers.Explain the huge crash to the newspapers industry under this background. Tosummarize the experiences of the healthy development of the regional newspaper.