The Impact Of Brand Building On The Newspaper Business

With the development of Internet technology, especially since 2014, based on the network technology of micro blog, micro channel and other media forms of applicati on. Newspapers, radio, television and other media have been very serious impact.In the fierce competition in the media, the limitations of newspaper media itself g radually revealed:by newspaper publishing process, the newspaper media information release is relatively backward, compared with the network media, mobile phone medi a, timeliness is poor; the audience for less selective information, usually the audience access to information is the result of "gatekeeper" according to media information afte r the screening through their own judgments show content, and can not fully meet the needs of the audience; in the process of competition, the newspaper media apart from other forms of media impact, the loss of news reporter talents is serious, which directly leads to the decline of the content of the newspaper, and the loss of the audience, the newspaper business directly impacted. How to maintain the advantage o f the newspaper media, to find a breakthrough in the process of media competition, ha s become an important issue in the media.In the current media environment, the newspaper media must be enhanced the co mprehensive competitiveness of the newspaper media, play the advantages of newspa per media, through a variety of means to make up for the disadvantage, foster strength s and circumvent weaknesses, optimize the structure of the media. In order to win in t he fierce competition, the newspaper media pay more attention to the credibility and a uthority of the media, on the other hand, the newspaper media brand construction to th e unprecedented height, through a variety of means to carry out the media brand buildi ng. At present, brand building has become the most powerful competitive weapon in t he fierce media competition.In this paper, the Shandong business daily advertising business, especially the rea 1 estate business as an example of the real estate business, for example, to explore the impact of media brand building on the newspaper business. In the news business, adhe re to the authenticity of the news report, through the understanding of the audience’s n eeds, set up the agenda, to meet the needs of the audience, to achieve effective commu nication. In the advertising business, adhere to the authenticity of the publication adve rtising content, through the construction of brand management issue to expand busine ss in the industry influence of brand and brand effect. Through the combination of ne ws service and business operation, through the planning of brand activities, participate in public welfare activities, the effective realization of multimedia integration and oth er forms, to achieve the effect of media brand building. And widening the distribution network, newspaper the effective circulation and to the market to be incremental, new spaper stable original audience.At the same time, as far as possible to expand the coverage of newspapers, to e xpand the audience, increase advertisers in the newspaper advertising possibilities. Fi nally come to the conclusion:the success of brand building, not only affects the news paper media in the fierce competition in the media whether to win, or even directly aff ect the newspaper media whether it can survive in the market.