都市报强力扩张的动因分析

Analyzing the Causes of Metropolitan Newspapers Booming

探讨都市报扩张的动因,对把握其未来走向具有前瞻性意义。都市报兴起的促动因素在于:政府部门的政策支持为其发展提供了权威的保证;传统机关报在报业发展中所面临的经济困境使然;物质生活水平的提高使受众的信息需求扩大,拉动了媒体产业的发展;城市化进程的加快以及高新技术的广泛应用,为报纸产业化运作起到强力推动作用。展望都市报的未来,政策的影响将随着市场经济的深化和法律法规的逐渐完善而淡化,市场竞争将行至主导地位。因此,随着原始扩张期轻松取利的难以为继,都市报必须从提高自身能力与作为上,寻求新的利益增长点。

Probing into the causes of metropolitan newspapers booming has a fore-seeing meaning for us to grasp its trend in the future. The flourish of these newspapers is attributed to many reasons: policies support from powerful governmental institutions; certain result due to the financial embarrassment of traditional organ newspapers; popular demands for information pushing media industries forward; the accelerating function from quicker urbanization and widely-used hi-tech. And with the improvement of laws and regulations and the deepening of market economy, the development of metropolitan newspapers will be affected from market competition rather than from current policies. Therefore, with the end of primitive extending period, these newspapers must depend on their own qualities to seek for new growth points.