Research On The Development Of Liaoning Peninsula Morning News For Newspaper-Network Integration

Nowadays,the traditional newspaper media industry in the whole world is facing the impact of the Internet and new media,and the overall operating performance is barely satisfactory.Thus,how to break the curse of “he disappearance of newspaper” and “the crisis of newspaper industry ”,and achieve the successful transition in the practice of newspaper-network integration while improving the performance of newspaper industry have become problems to be solved.Under such context,Peninsula Morning News quickly integrate itself into the wave of the combination of newspaper and network,and has gradually transformed itself from the traditional newspaper media to the content provider of the Internet era through high-quality newspaper content and new media content of convergence media.This article takes the Peninsula Morning News' s construction and operation of the newspaper and network integration as an example,utilizing the theoretical knowledge of communication.It first sorts out relevant concepts and conducts literature review of the integration of newspaper and network at home and abroad,and analyzes the necessity of Peninsular Morning News for the transformation of newspaper and network integration as well as the development path.Afterwards,through the combination of qualitative and quantitative methods,the current situation of the newspaper network integration practice of Peninsula Morning News is analyzed from the four aspects of content,users,organization,and operation.Through content analysis and interviews,the author finds that the circumstances of “coexistence but not integration” exist in the integration of newspaper and network of Peninsula Morning News.After the analysis,it is found that the reasons mainly lie in the lack of product awareness and marketing concepts,the inability to adapt to changes in readers' roles and demands,the backward mechanism and lack of related laws,financial support and stable profit models.Based on this,the author proposes the following suggestions:firstly,the supply reform strategy of“content is crucial”should be insisted;secondly,product awareness and user awareness should be enhanced;thirdly,the upgrading of technology and personnel structure should be promoted;and fourthly,the sustainable development of multiple profit models should be explored.