The Integration Strategy Of City Newspaper And New Media In Content And Editing Process

As people life rhythm speeding up, and communication of science and technology developed, the reader's reading habits are changing. Once upon a time, the metropolis daily developed rapidly all over the country, but in 2012 after many of China's newspaper advertising revenue began to stagnate or even a decline in some media, whether it is the issue of economic newspaper, or in the national ranking of the city newspapers appear similar situation. The Shanghai morning post, as well-known metropolitan newspapers, declined sharply at the amount of advertising and circulation in the past two years, and the news content are unattractive, meanwhile distribution channels have no breakthrough. While the mobile terminal based on the new media, in the rapid rise, attracted a large number of readers.This paper analyzes market present situation and problems about the metropolis daily, according to the Shanghai Morning Post media pluralism development strategy, the author points out the deficiency of the current media fusion, at the same time the author gives some suggestions about the development of new media. In order to do a good job for the development of new media planning, especially for Shanghai Morning Post, we do a market survey to readers, through survey we can understand what the audiences like to read on the new media of mobile end type, which kind of internet social tools like to use, when they read, and so on. But also for their age, income and other investigation, clearly understand the positioning of the target audience, for newspaper advertising after the transition to the mobile terminal to do a good job of preparing market research. Quantitative analysis was carried out on the market research data, in order to get readers of media reform proposal and preferences of the new media content. How Shanghai Morning Post reforms in the content and orientation, we will ultimately provide some effective solution.