Innovation Strategies Of Municipal Newspapers Under The Background Of The New Media

The most prestigious investment bank Morgan Stanley released global mobile Internet report that currently we are in the fifth cycle of 50 years- the mobile Internet cycle. Those winners who possess new technology and enormous wealth in the mainframe era, minicomputer era, the era of personal computers and the era of desktop internet will face enormous challenges.The new media, supported by internet and mobile communication technology, is constantly rewriting the structure of media. In this case, even general websites are becoming traditional media, let alone newspaper. In recent several years, the close of many foreign newspapers, including some newspapers which had been running more than 100 years, was enough to make public feeling depressed. By the end of 2013, "Evening News" belonged by Shanghai Jiefang Daily Group was shut down, which caused popular pessimistic mood to printed media again. So, where are those municipal newspapers heading to?Compare with central and provincial newspapers, no matter what the operating concepts, reserve of talents, funds, or policy support, the municipal papers all fall behind a lot, causing they don’t have enough confidents to compete against new media. While under the current system, the municipal papers will not die out in near future, but their quality of life are worrying.The author believes, although the new media has great power, it cannot control everything. It also can bring hope and opportunity to municipal newspapers while causing pressure and challenges to them, as it can prompt those municipal newspapermen to rethink and innovate. Ultimately, in the surrounding of new media, the innovative strategy of operating municipal newspaper need focus on the re-examination and effective management to their users of pool, activation of users resources and realization of communicative value. It’s not only a process of adopting their own good points and avoiding shortcomings, but also a practice of building relations with users. There are two main measures for realizing this idea. Firstly, improve contents in familiar area. Secondly, extend business to new media. Based on that, new concepts of operating newspaper can be established, so that the satisfaction rate and stickness of target and core users in uses pool can be improved.