《LYT报》创刊于20世纪50年代,其发展变化是我国特大型国有企业报的一个重要样本。笔者分析了《LYT报》从企业内部报纸转为公开报纸、从“吃皇粮”到“市场化”的嬗变,以及企业报市场化探索中的困境和新媒体带来的冲击。以《LYT报》为代表的企业报要想在新媒体环境下保持生机和活力,必须既保持好本色又积极转型,坚持贴近工人群众、贴近市场和用户、利用好新媒体三大原则。 LYT was first published in the 1950s, and its development and changes are an important sample of China’s large state-owned enterprises. The author analyzes the evolution of the “LYT” newspaper from the internal newspaper to the public newspaper, the evolution from the “eating the royal grain” to the “market-oriented” and the plight of the enterprise in the marketization of exploration and the impact of the new media. The enterprise newspaper represented by “LYT Newspaper” wants to maintain its vigor and vitality in the new media environment. It must maintain its character and actively transform itself. It must adhere to the principle of being close to the masses of workers, approaching the market and users and making good use of the new media.