Research On The Media Convergence Of Newspaper

Media convergence is a change which reshapes the living forms of media in the field of today's media, it lasts more than 30 years from theory to reality. As a hot subject in the Western media, it also has attracted more attention in China. Media convergence involves a wide range of topics, the author chooses newspaper as the object, and pays more attention to its originator and the ultimate integration with an expectation of better guide in the development of China's newspaper industry.Newspaper has its motivation and practical necessity during the process of media convergence. Variation of living environment is an important factor, fragmentation of audience demand, personality and mobility lead to the media convergence. Macro-environmental factors which include economic development, political support, digital technology and cultural development push forward the convergence of newspaper. The internal competition of newspaper industry which includes original competitors, potential competitors, buyers, suppliers, substitutes is considerably fierce, the accumulation of the five forces courses the white-hot competition stage, the intensity of competition makes the newspaper seek a new way actively. In addition, the worldwide deterioration of the newspaper has forced the newspaper to re-examine its mode of operation and method of competition. These factors impel the newspaper's re-understanding of the variations of the media ecology and new technology as well as new media. Newspaper industry should take actions to cooperate with the new media.Model of Media convergence between newspaper and new media is flexible and diverse, including newspaper website, mobile paper electronic paper, outdoor displays, etc. The author will select the two most common models, newspapers website and mobile phone newspaper. Newspaper websites and mobile phone newspaper both have spread advantage that the traditional paper-media can not match, they can make up for the shortcomings and deficiencies of newspaper, meanwhile, both modes should find suitable profit growth point as soon as possible. Newspaper website has advantages in the mode of transmission, such as inter-space, hypertext, full transmission, huge capacity, interactivity. In the aspect of profit model, it profits mainly by network advertisement and pay from readers which are basically the traditional newspapers profitable ways. It is advised to develop more diversified, personalized, humane service and expand the model to diversification, such as classified advertisement and information service. Mobile Media has advantages in mobility, portability, and a huge number of users, particularly the prospect of China's mobile phone market is very broad, therefore, it occupys an important position in media convergence. Mobile phone newspapers develop rapidly, however, problems such as content gap, technical bottlenecks, indefinite profitable model, high tariffs still exist. As technology improves continuously and profitable model becomes definite, mobile phone newspapers which overcome difficulties will become powerful in newspaper's media convergence. Newspaper websites and mobile phone need to develop content suited to the audience according to their own media character, searching for the models of integration.With the update of digital and network technology, "all media" times comes, people could acquire information through various channels and media, besides, media convergence faces enormous content insufficiency, so newspaper focuses on the content and service once again. During the long-term operation, newspaper has accumulated a solid power of news gathering and rich information resource, it should be based on content aggregators and content providers and should be elevated to content industry, providing content of high quality and creativity. Newspaper should become the true content providers rather than a simple news-gathering publisher. Newspaper industry should change the original single production process, and explore the new process which is suitable for media convergence, through constructing multi-media newsroom that could realize the unified arrangement of information and achieve multi-channel, multi-media, full range communication.Information communication way of human is experiencing a large-scale migration and forms of media changes continuously. The strategic transformation of newspaper is not only the innovation to the new situation, but also the goal orientation to the morphological changes of information dissemination. Problems such as technical barriers, manpower shortage, immature profitable model still exist due to the initial development stage. However, these challenges not only bring pressure to the newspaper, but also stimulate its further innovation and development. Media convergence also brings huge opportunities, such as the broader market space and more powerful platform. In short, newspaper institutions in the future will be information dissemination groups that control a variety of media and news production platform that integrates various media technology. Newspaper will seize the dominant position through changing ideas and establishing new media product line.