湖南长沙地铁报《壹早报》研究.pdf

ABSTRACT The FirstNews,a metro newspaper inChangsha,Hunan,was founded inApril 29th,20 anew newspapering form thatemerged along withthetrialoperation ofChangsha Metro Line 2 Due to the unitary metro lines and scarcity ofpassengers in Changsha,the emergence ofmetro newspapers,which arose from those conditions,confronted aunique by domestic metro newspaper mode,the FirstNews emerged asthetimes required by virtue ofthepower ofnew media inthemedia environment petition ofChangsha newspaper industry. The FirstNews opens amorning reading mode of“fast reading, happy reading and hotspot reading”.It puts forward aslogan for newspaper publ ication,which is“earlier and better'’,and creates an enterprise culture of“fast—food style’’:it applies a“menu—style’’visual design of“simple and eye—catching masthead'’,“bright and lively coloring”,“modest and natural layout'’and SO on,constructing amedia image of‘‘anewspaper different from newspapers’’ In content setting,the FirstNews lays emphasis Oil creating characteristics of a small—sized newspaper,including“emphasizing people’S livelihood,admiring fashion and service as itsgoal”.It munity news,presents fashion information andprovides practical the form ofquick report,itconforms tothemetro newspaper reading mode ofsuperficial—,it tells stories in an interesting and livingstyle,providing readers with leisuremoming reading andpleasant reading experience. 万方数据 The Fil^stNews carries out an operation mode of“free breakfast at metro entrances munities”,establishes amarketing concept of “monopolizing underground—rating on theground—rooting munities”,implements a demassifying difference spread and expands information sources and audiences by vigue ofnew media prehensively issuethenewspaper targeting metro munities. Inthe case of current First News hasencountered many dilemmas,for example,the Changsha newspaper market tends to be saturated,therefore,it ishard toexpand the