Study On The Development Strategy Of Yellow River Newsaper In New Media Environment

As of the end of 2017,the population of Chinese netizens reached up to 772 million,97.5% of which get access to internet with mobile phones.This means that the Mobile Internet Era has come in all senses.Nowadays,new media's technologies develop very fast,allowing them to constitute a kind of ecosystem on their own.They have a great impact on traditional media,the representative of which is newspapers.On one hand,traditional media are undermined in many aspects such as communicationplatforms,channels and methods.Some traditional media are now struggling for survival and even suspend or stop publication.On the other hand,by virtue of new media's technologies,other traditional media operated by the central government and local governments,including People's Daily,Guangming DailyandDahe Daily,have achieved a great leap and become representatives of mature media convergence technologies and platforms.At present,China's newspaper industry consists of “one body and two wings”: “one body” refers to newspapers of the CPC;and “two wings” refer to public newspapers and industry newspapers.Although there are a lot of academic studies focusing on newspapers of the CPC and public newspapers,studies focusing on industry newspapers are few.Industry newspapers emerged during the early days of new China.After the Chinese economic reform,industry newspapers developed very fast.However,they went through three rectification movements at the end of the last century.Since the beginning of this century,their development has been relatively steady.In this paper,many problems that Yellow River News,as an industry newspaper,is now faced with in the context of new media and measures it should take to solve these problems were studied.This paper is expected to facilitate healthy and sustainable development of Yellow River News.Yellow River News is a provincial industry newspaper published by Yellow RiverNewspaper Office,which is subordinate to Yellow River Conservancy Commission of the Ministry of Water Resources.Originally,it was published as a governmentalnewspaper,and its former was “New Yellow River”,whose first issue was in 1949.Going through a number of industry reforms,it finally develops into an industry newspaper focusing on publicity of Yellow River harnessing and economic development.As an important publicity platform of Yellow River harnessing for internal and external communications,Yellow River Newsfeatures steadyaudience,industry-oriented issuance,rich industry resources and steady income sources.In this paper,reportcontents of Yellow River Newswerethoroughly analyzed through contentanalysis.To be specific,its report quantity,report objects,report sources,report genres,report layouts and report attitudes were analyzed in detail.On this basis,its three main problems at present were further summarized: 1)its goal is vague,and its mission is not clear enough;2)its content quality is not satisfactory: inadequate ability to set agendas,stereotyped report frameworks and inflexible report forms;and 3)itsmedia convergence construction is laggard,and its reform progress is slow.The specific manifestations include weak awareness of initiative reform,restrictions of policies and systems,difficulty in increasing budgets,laggard hardware,insufficient talent & technical strength,scattered communication platforms and a lack of social media partners.In order to solve these problems,measures were proposed from the following three aspects: 1)specify its goal by drawing lessons from excellent media cases and taking into consideration its own characteristics;2)implement the “media convergence” strategy: optimize and integrate its existing resources;specify guidelines for media resource integration;build an all-mediacommand platform;reformulate the collecting,editing and publishing process;optimize the staff appraisal&remuneration mechanism;and deepen interactions and partnerships with social media(gain a full understanding of the value of platform media and push forward with in-depth cooperation with social media in all aspects);and 3)adhere to its business idea “Content First”: gain a correct view on its advantage in information resources;become a provider of high-quality information resources;endeavor to convert its advantage in information resources into an advantage in professional services;improve attractiveness of its contents;enhance its ability to set agendas;diversify its expression methods;and improve visual expression level of its contents.In conclusion,the development history of Yellow River News was examined;a quantitative analysis of its report contents was completed;its problems were detected;and the measures to solve these problems were proposed.Finally,the conclusions were made as follows: as an industry newspaper,Yellow River News has a great advantage in information recourses.If it can position its functions and target its niche market accurately,build an internal & external interaction mechanism of all-timemedia convergence and improve its content quality,it will finally become a branded newspaper that is good at guiding public opinions on Yellow River harnessing,building a good social image of Yellow River Conservancy Commission of the Ministry of Water Resources and promoting core socialist values.