新的传媒语境下,传统媒体受到的冲击是有目共睹的,尤其是纸媒,读者群流失、发行量下降、广告收益减少,纸媒的发展空间被严重挤压。近年来,如同国内其他纸媒一样,全国发行量最大的晚报都市报——扬子晚报,其发行也面临着新媒体迅猛发展、广告经营低迷冲击、发行人力成本不断抬升等因素困扰。 Under the new media context, the impact of traditional media is obvious to all. In particular, the loss of print media and readerships, the declining circulation and the decrease in advertising revenue have severely squeezed the space for development of paper media. In recent years, like other paper media in China, the evening newspaper Metropolitan Newspaper --- the Yangtze Evening Post, which is the country’s largest circulation newspaper, has also been plagued by factors such as the rapid development of new media, the downturn in advertising business and the continuous rise of issuance manpower cost.