The Study On The "Night Reading"of The Platform Of People's Daily

The WeChat official account of People's Daily is a banner on the WeChat platform.It has multiple columns,which push real-time news reports and life service information to users 24/7 and frequently,firmly occupying the top of the "WeChat official account top 500"."Night reading" is one of its main columns.In 2018,with an average reading amount of about 600,000 articles,it ranks the first among all columns of WeChat public account of People's Daily as well as other columns of the same type of public account in the same period,which shows its influence and research value.The content of "night reading" column comes from a wide range of sources,and non-original articles account for 95% of the total amount of articles published.Original articles are mostly written by the contracted authors,and the average amount of articles read is relatively high.Its articles are mainly reproduced from paper media,People's Daily matrix platform and WeChat public account,etc.,while WeChat public platform is its main article source,accounting for 82%."Night reading" stands out in the same type of column,and it is inseparable from its concise and concise colloquial title,heart-warming subject content and conversational style of discourse.In graphic form,"night reading" column with "warm color pictures + warm words" collocation,and supplemented by dialogue audio,in order to move the heart;In terms of publicity,it adopts the strategy of adjusting measures to local conditions and selecting time and place,and adopts the communication mode of combining multiple platforms and online and offline activities in line with the column positioning.The success of "night reading" column gives us many inspirations.It effectively proves that the ecological niche of audio screen reading in thenew media environment still has full vitality and retention value,highlights the importance of the real needs of the audience under the surface of information overload,and also reflects the significance and role of the "quasi-stable" publicity style in the development of the new media platform of the party newspaper.But "night reading" is not perfect.In terms of content quality,it is necessary to strive for perfection and strengthen editing control to reduce editing errors.In the aspect of column planning,it is necessary to strengthen the presentation of the theme,sort out the articles and refine the clear theme,so as to improve the reading efficiency of readers.In the aspect of theme selection,we should pool our wisdom to highlight the style and content characteristics of the materials selected for inclusion and consolation,so as to show its cultural standard.