"Yan Zhao Evening News" Media Integration Transformation Dilemma And Way Out Inquiry

With the advent of the new media era,a variety of means of communication and means of communication,greatly changing people's way of life and communication habits,the media industry is also facing the development direction of multi-integration.Under the fierce impact of new media,traditional media,especially local paper media,are facing unprecedented challenges.The deterioration of the paper media operation makes people have to reflect on the reform and transformation of the newspaper industry in the new media environment.Yan Zhao Evening News,as the first comprehensive evening newspaper in Hebei Province,has always been adhering to the purpose of "focusing on people's livelihood,advocating fashion,being close to life and serving the public" since its inception in the 1990 s,and has great influence on the local audience in Hebei Province.Yan Zhao Evening News in the impact of new media has also been greatly affected,but it is still trying to break through,the courage to try,looking for a path of integration and transformation.If Yan Zhao Evening News can find the right and reasonable direction of transformation,it can get out of its current predicament.This paper upholds the idea of focusing on the study of local paper media,takes the local newspaper Yan Zhao Evening News in Shijiazhuang City,Hebei Province,as its research object,and explores it in the background of the times when new media impact traditional media.This paper mainly from the "Yan Zhao Evening News" development status quo,face problems,transformation attempts,development way out of these aspects of research,through the focus on the analysis of its transformation of various attempts,such as "news network interaction","voice headlines",shaking the official number,ZAKER Shijiazhuang and other useful attempts,to explore the "Yan Zhao Evening News" integration attempt still exists content homogenization,characteristics are not obvious,lack of interaction and other issues,and the future of the evening should be focused on the development of their own advantages,the development of the future Update marketing means,provide personalized content,enhance interactivity,seize local characteristics,pay attention to business training and other general direction,and analyze the corresponding transformation difficulties.