Research On The Transformation And Development Of 《Northnews》 Under The Background Of Media Integration

The development of information technology with the Internet as the core,has brought about profound structural changes to the media environment.Since media integration has become a national strategy,major media have promoted the integrated transformation and development path with mobility and digital communication as the core.In September 2020,the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the Opinions on Accelerating the Deep Integration and Development of Media.Under this guidance,the media transformation has entered a new stage of deep integration and development.City Newspaper was born in the 1980 s and 1990 s.It is the newspaper with the highest degree of marketization in China and occupies an important position in China’s newspaper industry.With the in-depth development of digital technology and the Internet,the audience scale of the metropolitan newspaper has been greatly reduced,the business situation of the newspaper industry is not optimistic,and its integration,transformation and development is more difficult,which also determines that the study of the integration,transformation and development of the metropolitan newspaper is more realistic.This article discusses the transformation of newspaper media with the Northnews as a case,which has certain research value and reference significance for how urban newspapers in Inner Mongolia can achieve their own development under the impact of the Internet.This article takes the transformation and integration development of the《North News》as a case study.The paper first summarizes the process of the transformation and development of the《North News》.In this part,it mainly analyzes the background and current situation of the integration and transformation of the《North News》.This article studies the two tides of the integration,transformation and development experience of the《 North News 》 according to the background of different periods.The second chapter analyzes the practice of integrated transformation and development of the《North News》,and discusses the specific measures of the《North News》in the process of integrated development from five aspects: platform construction,content production,social services,business model and development model.In the context of the development of Internet technology,the author believes that the basic establishment of the media matrix,the increasingly prominent innovation of integrated content,the widening of social functional brands,the continuous exploration of diversified operation models,and the promotion of the development direction of collectivization are the basic status quo of the transformation and integration development of the《North News》.The third chapter mainly elaborates the shortcomings in the integration,transformation and development of 《North News》.The fourth chapter discusses the thinking brought about by the integrated transformation and development of the《North News》.On the basis of analyzing the problems existing in the process of the integrated development of the《North News》,this part carries out in-depth thinking on the integrated transformation and development of the《North News》: in the future integrated transformation and development work,the《North News》should be built with a media matrix.On the basis,we will strengthen the dual driving force of content and technology,expand the depth and breadth of regional services,reconstruct business models,implement the industrial integration strategy,and strengthen the construction of media talent team.Through the case study of the current integrated development practice of 《North News》,the author believes that in the process of integrated development,in order to realize the in-depth development of media integration,the Metropolis Daily should be transformed and developed from the aspects of platform,content,technology,services,talents,etc.