Research On The Metropolis Daily Transition In The New Media Era

Since the Metropolitan Daily was released the 1890 s,it has always been an important part of our newspaper industry.It is the inevitable result of our socialist marketing economy and the result of our newspaper reforming.It has experienced more than ten years and still everlasting.and also plays an important role in the development of newspaper industry and intensify reform of the media industry.However,with the popularity of smart phones and rapid development of microblog and WeChat which are the representatives of the new media,these things build a new media communication system,and have a great impact to the traditional paper media,and make many challenges to the Metropolitan Daily:The advertising revenue which Newspaper rely for livelihoods decline,purchasing power of paper version of the newspaper decline,most of the press groups operate at a loss,the timeliness of new media when they report the news divide up the reader flocks of paper media,reading habit of the public is changed,fragmentization is bring by new media,customized content of personalization,aging of the reader group and so on.Whether it is from the overall trend of social progress,or from the law of the development of the newspaper itself,if the Metropolitan Daily can not be changed with the times to adapt the new communication ecology,it will face the danger of being abandoned.Therefore,this article uses Chutian City Newspaper as the object of study,and it in-depth analyzes how the Chutian City Newspaper transform in the new media era with the help of the theories of media convergence andChutian City Newspaper was founded in 1996 in Wuhan,it is a city-newspaper which has the characteristics of reports of the human livelihood.It has reached 2.02 million circulation in 2009 which catch up with and surpass the circulation of Wuhan Evening News and Wuhan Morning News and so on,and became the most widely circulated newspaper in Hubei.In the beginning of 2010,Chutian Metropolis Daily already had a sense of crisis,it started a website,set up microblog and attempted to carry out new media transformation,and became the pioneer of exploration to transform the New media of city newspaper in our country.This study teases the living environment of the transforming of the urban newspaper,summarizes and concludes the origin of the new media,the crisis the city newspapers have to face,and expounds the advantages of the city newspaper under the background of the new media at first.Then,this paper analyzes the present situation ofChutian Metropolis Daily and studies the three effective aspects of its new media transformation,such as microblog,WeChat and client,and summarizes the inadequacy when it transform.Finally,it concludes the transformation strategies of local new media based on the experience of transformation of Chutian Metropolis Daily.Through the summary of the ways of new media transformation of Chutian Metropolis Daily in recent years to provide a reference to other local metropolitan dailies in China,and broaden the thought of Metropolis Dailies when they transform the relationship with the public based on the new media,and also bring the new thoughts to the city newspaper in the new media era.