Metro Newspaper Study At Media Ecology Perspective

Since 2008, the print media market is gradually shrinking, context homogenous, vicious competition, lack of innovation and other issues that hinder the healthy development of the print media.2010 (the first year of mobile Internet), print market environment have been changed a lot, especially new communication technology applied, mobile phones and other wireless mobile terminal rapidly spread and quickly occupied the market. Paper media market lost in harder situation:sales plummeted, advertising volume declines, and other parts of the newspaper closed down. However, apart from Metro Newspaper rise against tendency,the print media all in a bad situation,so it is become a rare chance for print media. This is why I study Metro newspaper, citing media ecology theory in framework, from the macroscopic view, borrowing "niche" concept to describe Metro environment; on the other view, new media and print media the fierce competition between them and the analysis of Metro species populations face competition; we take "Guangzhou Metro" as a example for Characteristics of Metro, as well as species facing competition such as intraspecific competition we will describe the "Wuhan Morning" in detail this particular case. The paper using content analysis to understand Metro, reading other works to know what is Metro study’s current status, and combined with survey data to understand the mentality of readers and support my point of view. Metro properties:such as free, offering, audience fragmentation, streamlining the organizational structure, cost savings, etc., contrast to the traditional paid newspapers. I view them as the "Internet" of the newspaper, that the newspaper industry is the result of self-innovation. recognizing the face of Metro, the environment, the difficulties facing, and the profit model, we can infer their Metro future, in order to establish a harmonious ecological environment to offer a more reasonable proposal.