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随着时代的不断发展,在互联网、新媒体的冲击下,整个报纸行业都在走下坡路,日发行量不断下滑,同时报纸之间的竞争更加激烈,经营压力持续增加。在这样一个大的背景之下,都市报也难以避免的遭受到了巨大的冲击,考虑到目前老年人逐渐成为了都市报的主要群体,顺应目标客户的转变,向老年报转型也逐渐成为了都市报的重要经营方向之一。本文对于都市报向老年报转型的背景与意义进行了探讨,在对于转型阻碍进行总结的基础之上,探讨了具体的转型路径,以期为都市报向老年报的顺利转型提供有益的指导。
With the continuous development of the times, with the impact of the Internet and new media, the newspaper industry as a whole has been declining. The circulation volume has been declining continuously. At the same time, the competition among newspapers has become more fierce, and the operating pressure has continued to increase. In such a large context, the Metropolis Daily has also been a tremendous challenge to be avoided, taking into account the current aging population has gradually become the main group, to adapt to changes in target customers, the transformation of the newspaper also gradually become the city One of the important business direction of the newspaper. This paper discusses the background and significance of the urban newspaper’s transformation into the old newspaper, and on the basis of summarizing the obstacles to the reform, probes into the specific transformation path in order to provide useful guidance for the smooth transition of the urban newspaper to the old newspaper.