这是一个从泛播走向窄播,从大众传播走向分众传播的时代。媒体传播的个性化越来越受到重视。重视传播的个性化,就是重视受众需求层次和接受方式的多样化。对纸质媒体而言,读者对一张报纸的价值取向,在获取信息以外更重视其与众不同的个性特征,即买一张既能够满足我需要又好看的报纸。近年来,一些纸质媒体为在报业市场竞争中独树—帜,由办、“一张无差别的报纸”转为“办一张有差别的报纸”,从报纸的形式到内容作了大胆的创新和改革,成为报业市场的新宠。 This is an era from pan broadcasting to narrow broadcasting, from mass media to mass media. The individuality of media communication is getting more and more attention. Pay attention to the personalization of communication, that is, pay attention to the needs of the audience level and the diversity of ways to accept. For the print media, readers value the value of a newspaper and pay more attention to its distinctive personality characteristics than getting information, that is, buying a newspaper that meets both my needs and looks good. In recent years, some paper-based media has turned itself into a unique newspaper in the competition for newspaper industry. From “one undifferentiated newspaper” to “one differential newspaper” Bold innovation and reform have become the new darlings of the newspaper market.