Research on the Current Development of Legacy Media’s WeChat Subscription Accounts in the Big Data Era

In the era of big data, rapid development of data driven journalism has forced traditional news outlets exploring different way of fast transition. WeChat subscription accounts became a powerful tool to solve their problem. However, inherent problems and limitations have hindered the development of legacy media’s WeChat subscription accounts. This paper conducted a thorough analysis on the WeChat subscription account of People’s Daily, using it as an example, discussed the current status of legacy media’s WeChat subscription accounts and proposed several suggestions for traditional news outlets to develop their WeChat subscription accounts in the future.