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跨入新的世纪,媒体之间竞争更趋激烈。同样,全国的广播电视报尤其是地市广播电视报也在竞争中震荡。这一类年轻却曾发行量大、红火一时的报纸,开始受到严重冲击,许多地市广播电视报的发行量和广告创收明显下降。据有关部门统计,大部分广电报纸广告创收下滑了20%-30%,发行量则下降了一半左右。个别报社面临生存危机,去年已有几家地市广播电视报被当地其他报纸所兼并。地市广电报纸面对这一态势,如何守住自己的阵地?笔者认为,一张报纸,不论大小都有自己所独有的阵地,都有自己的长处和短处,必须扬长避短,办出阵地特色,充当好群众欢迎的阵地角色。那么,怎样体现地市广播电视报的阵地角色呢?
Entering the new century, the competition among media becomes more and more intense. Similarly, the national radio and television broadcasting, especially the municipal radio and television newspapers, have also been in turmoil in competition. The newspapers in this category, which were young and have been booming for a while, started to suffer a severe blow. The circulation and advertising revenue of many local radio and television newspapers dropped significantly. According to statistics from relevant departments, revenue from most broadcasters’ newspapers and advertising slipped 20% -30% and their circulation dropped by about half. Individual newspapers face a crisis of survival. Last year, several local radio and television newspapers were annexed by other local newspapers. In the face of this situation, Radio and Television in the prefectures and cities, how to hold their own position? I believe that a newspaper, regardless of size, has its own unique position, has its own strengths and weaknesses, must avoid weaknesses, Act as a welcoming position for the masses. So, how to embody the position of local radio and television newspaper role?