Put Forward The Coping Strategies For The Yanzhao Metropolis Daily According To The Reading Needs Of The Elderly

With the continuous improvement of the level of science and technology,the carrier of information transmission is no longer limited to the traditional media. New media with its convenient, efficient way of communication has won the love of young people; they are often keen to get news and information through new media. As a result, the young people like to read newspapers are getting less and less, which brings a serious impact on the newspaper industry, so the development of newspapers is difficult. But for the most of older people, they tend to choose the traditional way of reading because of their reading habits and the ability to accept new media. In particular, the aging process continues to accelerate, more and more older people, for the development of the newspaper which is concerned, both opportunities and challenges. Therefore, how to on the basis of the original readers orientate, give full consideration to the growth of the elderly reading group and their reading, to meet the needs of the elderly audience reading better and seize the eyes of the elderly better, to run a newspaper which the older people love reading becomes the key of their development and enhance competitiveness on the premise of meet the young audience to read.In this paper, the Yanzhao Metropolitan Daily and its facing elderly audience as the research object, mainly through the way of questionnaire survey, field investigation, face to face interview and data statistics to understand the basic situation of the older people, reading,reading needs and the page layout and the current distribution of the Yanzhao Metropolitan Daily, By analyzing respectively found status and influence of the elderly reading groups in the position of the Yanzhao Metropolitan Daily and summarized the characteristics of the Yanzhao Metropolitan Daily and the reading of the elder group, and on this basis, finding the questions at the Yanzhao Metropolitan Daily to meet the elderly reading group. Finally according to the problems put forward reasonable suggestions, in order to create the Yanzhao Metropolitan Daily which is both suitable for young audiences and the elderly.