与其它类传媒相比,目前党报仍具有四大优势:新闻宣传主渠道的地位优势;正确引导舆论的权威优势;在受众中有公信力的信誉优势;拥有众多优秀编辑、记者的人才优势。现在,党报的这些优势正面临市场竞争的挑战,主要表现在两个方面:相当部分党报的发行量持续下降;对受众的影响力趋弱。党报要在新的历史条件下继承和发挥原有优势,必须在报道领域和报道思路上大胆创新。一是要有时代观念,报道的内容和思路一定要跟上时代发展的潮流;二是要有世界眼光,善于在国际政治经济文化的大背景下研究和报道中国的问题;三是要有系统思维能力,善于把握事物发展的未来趋势,注重新闻信息的前瞻性、新鲜性。党报创新报道形式也很重要。四川日报在以下三个方面作了探索:第一,采取多种报道形式,强化新闻的可读性;第二,从读者角度选题,增强新闻报道的贴近性和服务性;第三,抓好批评报道,改进新闻评论。 Compared with other types of media, the current party newspaper still has four major advantages: the dominant position of news propaganda and main channel; the authority to properly guide the public opinion advantage; credibility of the credibility of the audience; advantage of many excellent editors and reporters talent advantage. At present, these advantages of the party newspaper are facing the challenge of market competition. They are mainly manifested in two aspects: the circulation of a considerable part of the party newspapers continues to decline; the influence on the audiences is weaker. In order to inherit and give play to its original advantages under the new historical conditions, the party newspaper must boldly innovate in the field of reporting and the thinking of reporting. First, we must have the concept of the times. The content and mentality of the report must keep up with the trend of the times. Second, we must have a world perspective, be good at researching and reporting on China’s problems under the background of international politics, economy and culture. Third, we must have a system Thinking ability, good grasp of the future development of things, pay attention to the forward-looking news, freshness. The form of party newspaper’s innovative reporting is also very important. Sichuan Daily made explorations in the following three aspects: first, adopting various forms of reporting to reinforce the readability of news; second, selecting topics from readers’ perspectives to enhance the closeness and service of news reports; and thirdly, grasping Good criticism reported, improving news commentary.