Research On The Development Of Female Newspapers In The Context Of Media Convergence

As a traditional media,a Female newspaper has its own unique label——serving women.Compare with comprehensive media,they have their unique advantages in the professional field.How to break through their own limitations in the new era,continue to carry forward the advantages of traditional women's newspapers,deepen media integration and achieve successful transformation and upgrading are urgent problems to be solved in the development process of all women's newspapers.Its development is not only at the level of media technology,but also to expand to the integration of content,management and other respects.The current development of Female newspapers are still in the preliminary exploration stage.First,from building its own all-media matrix to expand professional platforms,seizing the market in advance,and strengthening cooperation with large national platforms to increase its influence.Then implementing managed services to make profits.Each Female newspaper should choose a reasonable platform construction;use the existing platform resources effectively;make full use of the technical means of the large platform and mass audience base to combine its strengths to output professional content,and promote the integrated development of the platform gradually.Second,in terms of the development of content production for Female newspapers,it is necessary to combine the public welfare and commerce while upgrading the scope of female's public welfare services.Deeply cultivate content is based on its own advantages and expands horizontally around female characteristics.In the digital age,the gatekeepers are diversified,and the authenticity and originality of the news are facing challenges.Timely interaction of users allows the news agency's check-up process to continue after the information released,and hot topics can be refined into "explosive" products in the user's interaction.The elite production model of paper media,which is mainly one-way communication,can also empower audiences to achieve "filtering" of low-quality information and continuously improve the quality of news works and talents.In addition,institutionalized Female newspapers are relatively less impacted by the market,and market-oriented Female newspapers are more focused on management.Among the two,the business model that seeks to find a point ofdevelopment is relatively more advantageous.In terms of talent management,newspaper employees should be provided with regular business training,a diversified talent training mechanism should be established,and the salary evaluation standard should be adjusted from the previous single salary evaluation standard to the “basic salary + performance”model.To tap the potential of outstanding talents constantly,we not only enhance the professional qualities of female newspaper practitioners and establish their idea of media convergence,but also cultivate compound talents in the industry who can adapt to the integration of text,audio,video and other graphics and text,as well as the integration of editing and broadcasting,and even cultivate“fashion”,“Mother and baby” and other cross-industry comprehensive talents who related to women closely,so as to achieve “one specialty and multiple capabilities”and comprehensive development.All in all,the degree of integration of Female newspapers is still low.Only by further promoting the integration of female newspaper and new media and sticking to their own specialty and difference,can they expand the depth and breadth of their integrated media products and truly realize the sustainable development of professional media.