Newspapers possess a variety of factors and unique advantages which guarantee their survival and development, among which are their authoritativeness, the ease with which they can be carried around and preserved, their being radiation-free, the fact that they can be read almost anywhere, and their large staff which ensure their quality. In the digital age however, news websites, self-produced Media, and social networks are growing quickly, with information updated rapidly; practically anyone can be a reporter or editor, while supervision is deficient and lax. The newspaper industry is encountering unprecedented crises and challenges. I believe that where there are crises and challenges, there are also opportunities. In addition to creating newspaper websites, digital newspapers and enhancing their cooperation with telecom networks, cable networks and the Internet, the paper media should capitalize on their own strengths and circumvent their weakness, focus on developing their content and endeavor to identify the range of their readers more specifically, so as to open up a new path of innovative development.

Increasing the authoritativeness of newspapers

Opinions and comments found in self-produced media, micro-blogs, social networks and other kinds of digital media are numerous, but they are far less authoritative than those in newspapers. What is meant with “authoritativeness” is the ability to reveal the essence and truth behind events, disclose the principal aspects of the world, society and people’s lives, be capable of proposing scientific, feasible and forward-looking solutions, and adhere to truth and facts, convincing the audience by using specific and accurate language and data. Newspapers should not only heed and publish voices from amongst the Party and government leaders, scholars and experts, but also seek out voices from the grassroots, and help to connect these two voices. Only with a high degree of authoritativeness can newspapers retain a strong appeal and remain the most distinctive and dominant voice compared with the sea of digital media.

Making the utmost of the inherent advantages of newspapers

Information in newspapers is carefully selected to be the latest available, true and profound. Their large body of editors and reporters has a great capability, which is not comparable to what can be found in the digital media. In a digital age, information spreads rapidly, with the good and bad mixing together, including rumor and slanders. Only a fraction of the staff of the All-China Journalists Association is engaged in the digital media. Given their limited energy, it is impossible for them to carefully choose information. What they do is merely sort, classify and sequence information, and delete what is against the laws, disciplines and regulations. However, editors and reporters in the newspaper industry are far more numerous, and they are often equipped with moral and legal awareness, possessing greater accomplishment and a keen discernment. Their duty to select information, which embodies a historical mission, social responsibility and public expectation, can be given full play in the newspaper industry. The Digital Media often attempts to attract attention by releasing a few words or a short passage of the latest news. Newspapers should focus on in-depth reports on news items. The only way to maintain the unassailable position of newspapers is to rely on reporters and editors, mobilize their enthusiasm and give full play to their spirit of innovation.

Properly identifying the core readership of newspapers

Except for professional, industrial and community newspapers, which have a very clear target audience, most major, urban and evening newspapers have yet to properly identify their core readership. As of the end of 2012, Internet users in China reached 564 millions, out of which 420 million were mobile phone users, nine out of ten households had access to the Internet, and almost two thirds were mobile micro-blogging users. Young people accounted for the greatest part of mobile phone users and mobile micro-blog users. Findings show that the core readership of major newspapers and urban newspapers are middle aged and old people rather than the young. Facing this radical change, the newspaper industry should conduct scientific and in-depth research to make clear what their core readership is and what their requirements, preferences and reading habits are; it should also take measures to adjust and alter its policy, content, and format according to feedback from readers, so as to expand the range of readers, currently limited to middle aged and old people, and at the same time strive to win over younger readers.

The author is professor from Henan University.

The Chinese version appeared in Chinese Social Sciences Today, No. 552, January 22, 2014.

The Chinese link: http://www.csstoday.net/xueshuzixun/guoneixinwen/87400.html

　　Translated by Du Mei

　　Revised by Gabriele Corsetti