Research Of The Path For Evening News Convergence And Transformation Of Internet Environment

The rapid development of internet and mobile terminal media,bring a strong impact to traditional media.Many evening paper and metropolis daily have face decline trend.In the market-oriented media environment,Evening paper is special.With the extensively spread and development of mobile Internet,evening paper is facing two major background now:Firstly,in recent years,many newspaper's circulation decline,especially market-oriented newspaper.Therefore,evening are facing even greater impact than the traditional party newspaper.Secondly,evening paper have a big institutional constraints.The editorial team are more traditional than metropolis daily's.It also have fewer investment in new media area.These made convergence and transformation more difficult than other newspaper.For the evening news have special media environment and characteristics of development,I sum up two core proposition for evening transformation in this paper: First,seize the main industry and content advantage,relying on the city resources to make the transformation;Second,using the internet thinking to make the transformation."Yangcheng Evening News" Transformation practice is in a leading position in the evening paper,it has strong representation.Therefore,this paper select the "Yangcheng Evening News" as a typical case,analysis the exploration and effect in their transformation process.Find three ideas of the transformation: to build three-dimensional communication platform,innovation-driven platform and diversified development platform.Finally,with reference of other evening news transition path practice,drawn vision of the future development trend of the evening news.And make a final conclusion: in special soil of China,with resources,evening news can make development of cross-border,to seek for the transformation from a single media organization to multi-cultural platform.