Research On Development Strategy Of Chinese Elderly Newspaper In The New Century

The aging society in China has become an indisputable fact, and the usage and dependence on the newspapers of the aged people have become a unique behavior different from that of the youngsters. Therefore, the issue of how to produce and produce what kind of information that could be most suitable for the aged people have attracted more and more attention and become a meaningfultopic in the society.Chinese Elderly Newspaper was established in Beijing on July 6, 1988,and is currently the only elderly newspaper of the national level. It targets elderly workers and friends as the core audience. Since its foundation, it has been placed at a leading position among the ranks of the elderly newspapers. Since the new century, due to the impact of such integrations of ecological environment as the market economy and new media development, Chinese Elderly Newspaper continues to seek new development strategies. The operation mode evolved from the professional newspapermen as the main body to journalists, correspondents, the majority of elderly readers co-hosting and jointly doing newspaper business; As for the role of orientation, they gradually alternated from the party and the government advocating for retirees on the evolution of the various policies and approaches to providing the necessary health care, entertainment and other information services for elderly people; and as for image orientation, they take great advantage of some expressing skills such as the grand narrative strategy, people-oriented strategy, and on the basis of visual trajectory designing layout to create newspaper images with content-rich, targeted, simple style, clear and concise layout. They’ve also evolved from single administrative apportioning to gradually form the marketing pattern of government forces, advertising resources of medicine and health products and joint operation for branding strategies.Through exploring these evolution trajectories of Chinese Elderly Newspaper, we found that there were many problems existed in Chinese Elderly Newspaper such as single layout, content homogeneity, imbalanced theme settings; immature market business concept, and insufficient flexibility of the media capital for rent-seeking mechanism; lacking strength and depth in media integration, and so on. All these defects have restricted the forging core competitiveness of Chinese Elderly Newspaper. The target setting for selecting media for the elderly people and the extent for media dependence need to be further strengthened. Under the context of the new media, Chinese elderly newspaper should accurately position its audiences, attract "New-type elderly people"; polymerize a variety of market forces to create a national group of aging media industry; update elderly newspaper service perspective, and eliminate reading obstacles of the elderly and thus to construct their exclusive "micro propagation" era for the elderly people.