Research On The Operation Strategy Of "Small Morning News" In Nanjing Morning News

From newspaper war at the end of last century to today’s competition of "three kingdoms", Nanjing city daily has been fierce market competition. With the development of reader-oriented market, newspapers began to "focus" different readers separately to "precise marketing" because of homogeneity. In 2003,the Nanjing Morning Post build the edition of child reporter. At the end of 2010, the total number of child reporters sums more than 10,000,covering 95% of primary schools and some secondary schools in Nanjing. The Nanjing Morning Post has successfully built the brand of the edition of child reporter. At the same time, the edition of child reporter has grown in strength, operators also exposes many problems, such as serious loss for lacking the maintenance of the reporters; management and operation of the rigidity of the system as well as in the use of all media to extend the industrial chain innovation and so on, these are the problems we need to solve. In this paper, by analyzing the difficulties and resistance, the edition of small reporter of the Nanjing Morning Post, we try to find the solutions, I hope these suggestions and countermeasures are able to promote the development of the edition of child reporter; At the same time, I try to find some successful experiences from the operating of the edition of child reporter, providing a reference for the development of other newspapers.