The Innovation Tactics Of Newspapers Competition In Issuing The Same Subject

In the information era with new techniques, facing the same news information, the newspapers may be called "when one holds wine cup, the whole villages smell wine fragrance". As a result, the competition in issuing the same subject becomes more and more severely.With the increasingly development of the metropolis newspapers, the identical quality competition becomes more serious, resulting from the news planning with many turns, from the monotonous media environment, from the same report contents and the same counter measures. As a result, thousands of the newspapers have the same appearance, which looks so dull that has weakened the capability of the media to reflect on the multiplicity of the society.In the meantime, some media is processing toward same news subject in the wrong ways, making together the news deceitful and vulgar, injuring public benefits, also obstructing the healthy development of the newspapers. Therefore, it is important that the newspapers should resolve the problem urgently to obtain effectively innovation in the competition in issuing the same subject at the age that the contents is in the core of the news.The paper aims to evaluate the competition in issuing the same subject from a theoretical perspective, which applies knowledge in journalism, communication, marketing, public relations and other related subjects to thoroughly analyzing a great deal of reports about the report style and management modes in the newspapers in Guangzhou, Changsha, Beijing and Chengdu, etc.From the substantial evidence research, analyzing the problems of the lack of innovation and the wrong ways of the innovation in the newspaper nowadays, I have the view that it is necessary to handle with various relations between the competition in issuing same subject and the competition situation, the news resources, the thinking ways, etc., and then to innovate with three kinds of tactics: news personalization, news localization, news scale turning. This paper would have the values in reality and theory that is contributory to the news industry and the news research.