| Supplement is one of the four basic elements of newspaper in China. It not only reflects the cultural taste and spiritual value of a newspaper, but also plays an important role in newspaper’s branding. However, with the great changes in media environment and audience environment, supplements have had a major concussion in recent years. The supplements of metropolis newspapers are especially faced with a brutal competition in the market. So, if a metropolis newspaper’s supplement wants to survive and find a broader future, it must think about a way to improve itself and learn to deal with the relationship between culture and market.The thesis adopts case study on research of the development strategy of metropolis newspaper’s supplement, take Reading Weekly of Qianjiang Evening News as an example, and focuses on its editorial ideas and methods. Through analyzing these three parts including in-depth reporting, event planning and format designing, the thesis is aimed to explain how to product high quality content, while using the internet and modern communication technologies at the same time. Furthermore, the thesis sums up the experience of other metropolis newspapers’supplements in the country as well, with the hope of providing some practicable suggestions. |
