论都市报的主流化取向

Analysis on the Orientation of Metropolitan Newspapers

都市报要想成为主流媒体,就必须走一条高端化的大众报纸路线,向主流报纸转型,拥有自己的主流受众,把读者定位于占全国人口大多数的普通大众,努力做成"一流"报纸,只有一流的报纸才能拥有较大的影响力和较高的公信力。本文结合当前都市报的现状,主要从扩大规模、提升影响力、努力作好品牌、寻求差异化这四个方面对都市报主流化道路进行研究,希望能够对摆脱都市报目前的困境提供可资借鉴的办法。

Metropolitan newspaper must take the upper end of the public newspaper route to maintain its own audience.And it locates reader as the majority of the public to make ＂top-ranking＂ newspaper.Only the top-ranking newspaper will have greater impact and high credibility.This paper will research the mainstreaming road from the expanding size and influence;and promote efforts on brand,seeking differentiation and hope to be able to provide the means of getting rid of the dilemmas facing metropolitan newspapers.