"Hunan Daily" News Client Research

Low threshold setting of producing and consuming new media era information, subjects’interaction between transmission and acceptance, and diversification of channels have changed dominant position of professional paper media and natural mode of linear propagation. The citizen journalism era of "journalist for everyone" comes quietly. If paper media wants to realize transition of digitization and mobilization, the key is media integration. The news client is an embodiment.Web portals, which are the first to create news clients and have far-reaching influence, are represented by Netease, Sohu, Tencent and Sina. Next, People’s Daily, Zhengjiang Daily, and Surge, etc., news clients created by regarding paper media as background also start to impact. Ultimately, clustering news clients with dominant technology, such as Today’s News and Fresh Fruit, etc., come out in successive. Market competition of news clients is extremely fierce, and line of products with differentiation will be an irresistible trend.Under this background, Hunan Daily, which is a Party newspaper, launched news clients on August 15th,2014. The integrated design and production logic of Hunan Daily’s news clients mainly reflect in: spreading the idea and purpose of "authority voice and social interpretation", realizing functional orientation connecting with "folk" and "official" public opinion fields, facing to orientation of audiences with the core of leaders, beginning with establishing production process of all media, local and appropriate topic selection, and conveying concise and unadorned narrative styles and skills.From the perspective of development status of Hunan Daily’s news clients, its operation mode has some drawbacks, such as thinking model with zero advertisement, zero promotion and zero profit, and shortage of individual function, and so on. From the path selection for future selection of Hunan Daily’s news clients, it should lat particular emphasis on business management with differentiation, diversified and flexibility, so as to realize all-around integration of information content, receiving terminal and media organization, etc., and enlarge social influence of Party newspapers in new media era.