The Study Of Urban Media’s Localized Development Strategy

By adopting the questionnaire survey and depth interview method,taking <Luzhong morning news> for instance, this thesis mainly focuses on under the influence of new media, how a traditional paper media to get a breakthrough by doing local news well.There are five parts of the thesis,the part of exordium introduces the method and sense of the study, then summarizes the new media’s impact to traditional media,and paper media’s main method to reply the competing situation.The thesis takes <Luzhong morning news> for instance, introduces the main method of complete local news, analyses local news’positive effect to the development of urban media.In this thesis mainly utilizes the theories of "media is the information’、"using and satisfing’、"setting and agenda", analyses the course of media development、the impact of readers’requirement and how to guide the readers. In order to prove the local news’effect to paper media, I made a questionnaire survey before writing this thesis, the questions including the channel of readers learn internal、international and local news, the survey also includes reading habit、reading rate、reading type、the space of a whole page whith readers pay close attention to, all the answers prove readers’requirement of paper media’local report.By means of<Luzhong morning news>’s advanced copy and the fruit of questionnaire survey, we can come to a dicision, in the various exploration of newspaper, utilize local new to influence readers and new media and gain ultimately,intensive develop local news is very feasible. Hoever,<Luzhong morning news> still has some weak points, such as, suburbs news donot have specific fixed position, cultural news donot have in-depth dig. In the thesis has including all these questions.