| The First News, a metro newspaper in Changsha, Hunan, was founded in April 29th,2014. It is a new newspapering form that emerged along with the trial operation of Changsha Metro Line 2.Due to the unitary metro lines and scarcity of passengers in Changsha, the emergence of metro newspapers, which arose from those conditions, confronted a unique background. Inspired by domestic metro newspaper mode, the First News emerged as the times required by virtue of the power of new media in the media environment of fierce market competition of Changsha newspaper industry.The First News opens a morning reading mode of "fast reading, happy reading and hotspot reading". It puts forward a slogan for newspaper publication, which is "earlier and better", and creates an enterprise culture of "fast-food style"; it applies a "menu-style" visual design of "simple and eye-catching masthead", "bright and lively coloring", "modest and natural layout" and so on, constructing a media image of "a newspaper different from newspapers"In content setting, the First News lays emphasis on creating characteristics of a small-sized newspaper, including "emphasizing people’s livelihood, admiring fashion and service as its goal". It reports community news, presents fashion information and provides practical information. By the form of quick report, it conforms to the metro newspaper reading mode of superficial-reading. Besides, it tells stories in an interesting and living style, providing readers with leisure morning reading and pleasant reading experience.The First News carries out an operation mode of "free breakfast at metro entrances and in communities", establishes a marketing concept of "monopolizing underground-penetrating on the ground-rooting in communities", implements a demassifying difference spread and expands information sources and audiences by virtue of new media to comprehensively issue the newspaper targeting metro and communities.In the case of current development, The First News has encountered many dilemmas, for example, the Changsha newspaper market tends to be saturated, therefore, it is hard to expand the market and the media image and appearance of the First News are unstable. As a result, the First News has to set up its own brand, carry out a featured operation, further enrich the connotation of marketing campaigns, and conduct individualized promotion through new media to expand market, fill the void of market and develop market potential. In the mean time, it is necessary for it to avoid being a shaky role between "metro" and "communities", fix its brand image and cultivate loyal audiences. |
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