The Study Of Newspaper’s Imaging Strategy During The Transformation To Omni-media

In recent years, China’s media industry and academia did abundant researches on Omni-media.They studied the transformation of traditional media to Omni-media from the perspective ofmedia convergence. The arrival of Omni-media era is a major boost for newspaper industry,which comes to the deadlock that the size of audience and profit are decreasing, while the coststays high."Omni-media" is a concept based on “Media Convergence”. The name of it is derived fromMartha Stewart Living Omni-media Household Management Company. Established in1999, thiscompany owned “Omni-Media”, such as magazines, books, newspaper columns, televisionprograms, radio programs, and website to spread their household management services andproducts. Therefore, the emergence of the concept of “Omni-Media” is not closely associatedwith media industry, but has a huge influence over it later. Right now, television and paperintermediary are trying to transform to the form of Omni-media by training a group ofOmni-media journalists and editors to publish the latest news at the first time. How to creativelyutilize the Omni-media platform to develop the traditional media has become the hottest researchtopic.During the transition to Omni-media, the traditional media utilizes words, pictures, sounds andmost importantly videos to release news. How can the traditional media efficiently utilize itslabor, substance, channel and brand resources accumulated in years to build its own Omni-mediaplatform? How is imaging strategy implemented in practice? What kind of practical problemswill the traditional media encounter during application? This article studies the transition ofnewspaper in the context of omni-media.This article is divided into five chapters. Chapter1is introduction, including the origin,introduction and framework of the study. Chapter2briefly introduces the development ofOmni-media and Omni-media Imaging. Chapter3states the practical application of newspaper’sImaging Strategy during the transformation to Omni-media from the aspects of propagator,content, audience and channel. Chapter4studies the case of Yangzi Evening News to analyzeand demonstrate the creativity imaging strategy on journalists, news production and marketing.Chapter5finds out the problems and respective solutions in reality. It mainly analyzes andresolves the problems of propagators’ power, transition of audience and costs of channel.The author thinks that via the analysis in the article, the use of imaging strategy duringnewspaper’s transformation into Omni-media brings new form of media transmission, broadens the transmission content, invigorates and elongates the entire newspaper industry. However, weshould also notice that this particular form of media transmission has some potentialdisadvantages. Although it can vividly restore the facts, simulate and reconstruct the truth,increase the richness of information during the proccess, since the newspaper always takes a tinysip of it, it causes the superficiality and fragmentation of imaging transmission. Though theimaging strategy of newspaper can almost conpletely meet the audience’s need for infornation, italso differentiates the audience. Imaging stategy is a double-edged sword for televeision andother traditional medias.In Omni-media era, the media persons need to utilize their inherent brand, information, labor,political resources, the convenience of image acquisition and information spread to correctlyimplement imaging strategy and undertake the social responsibility under the free and openinformation environment.