How Western Prefectural Media Can Aggregate Communication to Enhance Influence: A Case Study of Jinchang Media Center, a National Pilot for Media Convergence Reform

Author: Zhou Peng
(Jinchang Media Center, Jinchang, Gansu 737100)

Abstract

[Objective] Media communication power is a vital indicator for measuring the core competitiveness of any media organization. In the era of converged media, competition among diverse platforms has intensified. Throughout the development of Chinese media, every medium has possessed its own unique strengths and weaknesses. [Method] As a national and provincial pilot for municipal-level media convergence reform, Jinchang City in Gansu Province—located in the Hexi Corridor—explores how to navigate the "grand challenge" of convergence. By leveraging intelligent convergence platforms, the city deeply participates in urban information exchange and social governance, utilizing diversified business models to promote industrial development and enhance its self-sustaining capabilities. [Result] Driven by the "dual engines" of content and technology, the center has conducted effective innovative experiments by linking social resources with professional talent teams. [Conclusion] Facing unprecedented opportunities and challenges, Jinchang has carved out a path for municipal-level media convergence characterized by distinct regional features, providing a model for development for cities in Western China.

Keywords: Western prefectural cities; Media convergence; Aggregated communication; All-media; County-level converged media centers; Mainstream media

1. Clarifying Ideas and Identifying Positioning to Create a New All-Media Communication Pattern

Jinchang City, Gansu Province, is located at the "waist" of the Hexi Corridor in Western China. Established as an industrial city due to its mineral resources, Jinchang is a typical resource-based city with a relatively thin cultural foundation. As a pilot for national and provincial media convergence reform, the center recognizes that "deep convergence and overall transformation" is not about starting from scratch, nor is it a simple merger of traditional newspapers and television stations. Instead, it involves building a new media architecture that is "all-media, fully integrated, full-process, efficient, entertaining, and interactive."

To navigate the unprecedented challenges facing a Western prefecture-level city, the Jinchang Media Center adopted a 15-character guiding principle: "How to integrate, deep integration, attractiveness, stickiness, and experience." This strategy focuses on building a "1+3+5+N" all-media communication matrix led by the "Nickel Capital Jinchang" (Nie Du Jinchang) mobile client. In this matrix, "1" represents the flagship "Nickel Capital Jinchang" app; "3" refers to three major new media platforms—the "Jinchang Release" WeChat, "Watch Jinchang" WeChat, and "Jinchang Release" Weibo—which expand communication channels based on precise user habits. The "5" represents five traditional media strongholds: Jinchang News Network, Jinchang Daily, the Television Comprehensive Channel, the Radio Comprehensive Frequency, and the Traffic Music Frequency. These target specific demographics to solidify the foundation of traditional media. Finally, "N" represents proactive engagement with national platforms such as Xinhua Net, New Gansu, and Toutiao. Rather than chasing "viral hits" or "clickbait," the center focuses on local quality and "penetration rates" to maximize the platform's brand effect.

In promoting convergence, the center insists on the integrated development of traditional and new media. Since timeliness often dictates influence and discourse power, the center strives for rapid response. However, professional journalism remains the soul of the operation; stories with "dew" and "vitality"—high-quality works with depth—still require professional reporters. Establishing a self-controlled communication matrix is a "mandatory task" for every news organization. As the internet has become the main battlefield for public opinion, Jinchang emphasizes original content and innovation as the fundamental starting point for all progress.

2. Leveraging Convergence Advantages to Manifest Mainstream Media Influence

The "Nickel Capital Jinchang" app serves as the core of the all-media matrix, featuring 24 channels covering politics, economy, tourism, and education. It includes dedicated sections for "Watching TV," "Reading the Newspaper," and "Listening to the Radio" to meet diverse user needs. Furthermore, the "Jinchang Account" interface allows various municipal departments to join the platform, realizing the goal of "knowing all Jinchang affairs with one device."

The center adheres to a "mobile-first, content-is-king" philosophy. It has restructured the mechanisms for content planning, collection, editing, and distribution. Following the principle of "mobile app first, then social media, then traditional broadcast/print," the app serves as the primary platform for breaking news and the basis for performance evaluation. This creates a new workflow of "integrated planning, single-source collection, multi-form generation, and multi-platform distribution." By utilizing the "New Gansu Cloud" editing platform, the center has removed the constraints of time and space, significantly increasing the volume of new media products. When other media organizations ask how many people are in the new media department, the answer is: "Every reporter and editor serves new media; we are all new media professionals." To further mobilize social resources, the center established a "Nickel Capital Jinchang" fan exchange group to build a team of "citizen photographers," enhancing user stickiness and enriching content.

3. Crafting Quality Content and Establishing a New Brand Image

In the internet era, high-quality products are essential to capture audience attention. To tell the story of Jinchang effectively, the center launched Jin Wawa Shuo Shi (Golden Baby Talks), a weekly short-video column. The name is derived from Comrade Deng Xiaoping’s 1966 description of Jinchang as a "rare golden baby." The column uses a personified "Golden Baby" avatar to discuss local affairs, history, and future prospects in a relatable way. Each 2-3 minute episode uses "web-native" language and a mix of hand-drawn animation and real-world footage.

The creation team established the "Golden Baby Innovation Studio," which uses an interactive "you request, we produce" mechanism. By discussing topics in the comments section with users, the team ensures the content aligns with audience interests. To date, the column has produced nearly 100 episodes with over 5 million views across the web. Following this success, the center launched other localized series: Malachite Stories, which explores the industrial history of the city; Brother Jin Has Something to Say, a talk-show format for citizen concerns; and Civilized Jinchang Talk, which encourages public participation in urban governance. These programs have significantly enhanced the center's local influence.

4. Establishing User Thinking and Expanding into "News +" Fields

To better serve the public, the Jinchang Municipal Government entrusted the "Jinchang Citizen Connect" project—a sub-project of the Smart City initiative—to the Media Center. By embedding this service into the "Nickel Capital Jinchang" news app, the center created a comprehensive "News + Government + Service + Interaction" platform.

This integration has led to geometric growth in the app's user base, rising from 80,000 to over 260,000 users, covering 38.8% of the city's population. The app now provides one-stop services for healthcare, education, and legal affairs by connecting to the provincial "Gankuaiban" platform. It also integrates the "12345" government hotline and the Mayor’s Mailbox, allowing citizens to pay utilities, find jobs, and handle administrative tasks online.

Furthermore, the center established the Jinchang Media Culture Communication Co., Ltd. to diversify its revenue streams. By engaging in film production, event hosting, platform operation, and advertising, the center has transitioned from a traditional advertising model to a "Media + Business" model. This has significantly improved the center's self-sustaining capacity and industrial strength.

5. Reflections and Insights from the "Convergence Transformation"

Media influence is predicated on communication power. Under the new integrated mechanism, Jinchang has achieved a "single collection, multiple generation" workflow that has stimulated the potential of editorial staff. However, challenges remain. Institutional constraints and talent shortages are the primary bottlenecks for prefecture-level media. Compared to first-tier cities, Western regions struggle to retain talent, as high-performing individuals are often lured away by higher salaries elsewhere.

To address this, Jinchang Media Center explored internal structural reshaping. By breaking the barriers between permanent and contract staff and establishing "Chief" positions (e.g., Chief Reporter, Chief Editor), the center has implemented a merit-based system where "those who contribute more, receive more."

In conclusion, the transition to all-media is both a "battle of assault" (overall transformation) and a "war of attrition" (deep convergence). While Western media have found a path with regional characteristics, they still face limitations in economy, talent, and market scale. "Reform is always on the road." Moving forward, Jinchang Media Center will continue to prioritize original, high-quality content and correct ideological guidance, ensuring that the mainstream voice remains the strongest in the era of media convergence.

References

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