The Dilemma Of Development And Profit Pattern Innovation Of Community Newspaper

In recent years, with the rapid development of new media, traditional media is facingserious challenges, its dominant status is being challenged, especially the outlook of newspaperis not optimistic. At the same time, in the foreign, community newspaper is gaining greatmomentum. In order to fight for the competitive market, newspapers have either issued newcommunity newspaper, or create a community news sections.In this paper, we exploring western mature community newspaper model on the basis ofintroducing the development course of Chinese community newspaper. Community newspaperoriginated in the United States, it has more than three hundred years of history and has a maturemodel. According to statistics, the United States has more than8500community newspapers now.In addition, advertising revenues have billions of dollars every year.Next, the article has carried on the brief review on the development of our countrycommunity newspaper. After the newspaper industry in China has experienced the peak alsogradually began to appear signs of recession. In reference to foreign newspaper industryinnovation and development mode, on the basis of the foreign community newspaper like a newchoice, it focused on the local market and local service, bringing us a new hope, a shortcut to thenewspaper to achieve renaissance developed. The major national newspapers are turningcommunity newspaper as a new method of realization of newspaper profit growth and a newbreakthrough. Just a few years, the community newspaper springing up like mushrooms in themajor cities.From August2001, the first community newspaper---Nan Shan Daily, founded in Nan ShanDistrict in Shen Zhen. In July2013, the birth of the first community newspaper in Ji Nan area,under the Daily newspaper of the Mass media group. They go into the communities, digcommunity news, and provide service for community residents. These efforts make a firm stepfor demystify development.Community newspaper as a rising star in China, but also meets some bottlenecks. TakeDaily community newspaper for example, and summarized the current difficulties of our country community newspapers. Through internships and on-the-spot investigation, I summarized fourbig trouble, including the content of trapped, Release of trapped, issued by the advertisingtrapped and service difficulties. And then，put forward countermeasures to solve these problems.And then, the study has analyzed the difficulties of reasons about community newspaper inour country. From the low level of urban development, lack of mature audience market and thereporter lack of experience, I put forward suggestions on these problems.The last chapter is the most important part of this study and discusses the developmentcountermeasures of the community newspaper in the future. Making an analysis on the morningcommunity in Shanghai, provide a new way of thinking about the new profit pattern ofcommunity; provide a new guidance to the future development direction. In the end, put forwardthe profit pattern of innovation in digital community. From the aspects of profit environment tothe innovative mode, make an analysis on the community how to profit. Throw out a suggestionand innovations, and make the judgment on the future development of community newspaper. Inthe future, the community newspaper will open up a broader market in our country, the profitpattern of community newspaper will also continue to innovation and development.