The Innovative Development Of The Paper In The Background Of Media Convergence

Recently years,media convergence has always been one of the most popular topics in news media communication.With the development of new media,the traditional media have to quicken the pace of media convergence to accord with the needs of the developing era.The development trend of newspaper media is still into its downturn.So many facts provide evidence that the traditional newspaper industry is in its cold winter,especially news about the suspension or collapse of some newspapers.Since 2013 to early 2019,with the advance of media convergence has been firmly raised by President Xi,media convergence has arisen as one of the national strategic.Companied with the perfection of both theory and practice development in media convergence,numbers of press groups in China try to test the field,taking the path of integrative development in news media.For instance,People's Daily innovatively create the Medium Central Kitchen mode,and The Beijing News sufficiently uses WeChat,Weibo and Tik Tok to push its way of media convergence.The Paper is the most representative one in the process of media convergence.The prototype of The Paper is Oriental Morning Post.Actively depending on the Internet,it has already begun its way seeking for transition during the early time when the paper media is in recession.For more than five years since it has been launched,The Paper has always been a pioneer in the mode of information production,communication and media operation.What's more,thoroughly implementing the Internet thinking,The Paper constantly explore new methods in media operation,innovating its news contents,platform arrangement,and the interactive sections.The success of The Paper wasn't achieved over one night.It most benefits from the developing production mode.It gradually turns the former news reporters and editors into network media staff through training and education.Flat management improves the efficiency of news production and communication.Moreover,The Paper solves problems of monotonous report content and the boring report form.It distinctively initiates the interactive platforms,which help it strongly attract numerous users and increase their stickiness to The Paper.In traditional media operations,profitability is not a primary consideration.The Paper changes the idea.Once The Paper launched,not only did it immediately attract the audience of Oriental Morning Post to become its own users,but it also positioned its users as high-end elites such as white-collar workers and intellectuals in big cities who care about politics and finance.After targeting its target users,The Paper changed the traditional profit mode.The traditional way for paper media to get profit is ‘secondary sales',which means selling newspapers and advertisements.However,based on mobile-end app,The Paper has discontinued its newspaper in 2017,which leads to impossibility for operating itself simply by advertising revenue.As a result,basing on ‘secondary sales',The Paper switched its profit mode from ‘Newspapers selling' to ‘Services selling'.Although the The Paper has occupied a favorable position in the wave of media convergence,there are still some problems in its development process.Undoubtedly The Paper is in good condition right now,but in the huge wave of media convergence,numerous news apps have sprung up,The Paper is highly replaceable.There are still many strong competitors of The Paper like Headlines Today,Tencent News and so on.Therefore,thepaper.cn should keep its Internet thinking in the future development process.Only active innovation and development can make it maintain vitality and vigor on the road of media integration.