Journalism Analysis Of "Global Times" Contrarian Growth

With the rapid rise of Omni media, paper-based media slumped, but the "Global Times" which based on international politics daily news achieved contrarian growth with the circulation of 2.4 million copies every issue and with the brand value rising as high as 8.476 billion. The contrarian growth of "Global Times" contains rich elements of journalism, and these elements are mainly reflected in its news concept, news business, media management and so on.The contrarian growth of "Global Times " in 22 years from 1993 to 2015 showed that "Global Times" always adjust the development strategy according to the times change and the market demand, it innovates the form of expression, and gradually form its own unique report style and mode. From the news concept, they fulfilled the differentiation strategy, and established the accurate market positioning, namely "the only comprehensive international daily news"; At the same time, they conformed to the trend of the times, seized the audience’s psychology, established mission of "reporting a diverse world, interpreting complicated China", it found the best balance between the government, the market and the law of news, so it can be widely recognized by the official and the folk. In the news business, relying on the "People’s Daily", "Global Times" strived to build strong editorial strength and provided authentic international news to readers for the first time. At the same time, it insisted on "Content is the King", and paid attention to the characteristic development, explored the unique and the notable content and the manifestation form. It is the shocked straightforward news headlines, distinctive features of the headlines, breaking exclusive, both In-depth and critical depth reports, the courage to touch the sensitive topic of editorial that form the core strength of the contrarian growth of "Global Times". What is more, distinctive style and colloquial language can help "Global Times" enhance more degree of recognition in the market competition. In media management, under the concept of personnel-based, "Global Times" built a high-efficient management, such as efficient assessment incentive mechanism, the open way of the newspaper running, comprehensive management model and so on, they are provided security for its growth.The reason why "Global Times" can achieve double contrarian growth in advertising and circulation is that its concept and guide greatly meet China’s current state of development and most people’s psychology, and the unofficial, active, new and vigorous report is also important for its growth. Besides, the scientific modernization management provided a strong support for its development. Because of these, it has a strong response to the impact of new media. But there are also some problems, and the solution of these problems included four points. First, the article considers that the global times should balance the relationship between the interests of the country and the public interest, and should spend more energy to report the weak group, public rights to know and other public topics. Secondly, in the report, it should adhere to the objective and fair to improve the quality of journalism. Thirdly, in the agenda setting, it should take the initiative to set up the inter media agenda and establish China’s international discourse power. Finally, in the new media fusion, it needs to achieve full integration and docking with the new media in the content, channels, and etc., in order to achieve the mutual promotion, collaborative development.