In The Background Of Media Convergence Difficulities Faced By Traditional Newspaper Industry And The Response

With the continuous development of digital technology and the number of new media in quantity and mature, various forms of media towards more functions,more and more tend to the feature of media convergence,and digital media to build out the form of the media convergence.And with the increasing competition of the new media and old media forms,the media mergence has become a ubiquitous phenemenon of great influence and gradually become the main trend of the media industry and an important performance,and under the influence in the formation of a new pattern of communication technology,resources,new patterns of audience,a new pattern of media policy and systemm,and a new competition pattern,which brought comprehensive changes of the media works and human ways of living. From the the history of media development, any kind of media forms are impossible in media integration crypto-currents next possess.The new media represented by the internet and mobile phone with its portability, mass storage, easy to store, strong interactivity etc, including the traditional media industry has caused enormous impact.The situation of world newsperper industry is not optimistic,which faces the declination of the circulation and advertising revenue and the changes in the structure of the audience,etc. The trouble is caused by the development of internal and external environment.Externally,the media spread under the context of "integration",the traditional media as a weakness of the mass media;Internally, newspaper has already entered a "recession",coupled with its long-term impact of asylum by the administrative,is lack of fusion power.Difficulties faced by traditional newspaper, in a certain sense to the press sounded the alarm, so that newspaper pace a crisis they face. Newspaper can break through timely and effectively manner to find the path wil determine the fate of the newspaper. Someone once said that the root cause of recession of the newspaper is the emergence of a new digital media, while the newspaper is just another way of digital. Therefore, this paper proposes that being digital is the inevitable choice of traditional newspaper and integration development is the evolution of traditional newspaper. Being digital is the an inevitable choice of the traditional newspaper to adapt the integration process, pespcet for the audience needs, and enhance their competitiveness. The historical developmenet of the traditional newspaper industry and its future prospceta point of view, the traditional industry will experience, interactive media linkage, media integration of the three fuses gradually evolution. At the beginning of the "media convergence"concept was put forward, scholars began to fuse on the model of the media. In view of the scholars of the media and the reality of practice, the fusion of current newspaper on media are mainly concentrated in the following three forms:First:the convergence of the newspaper group, the fusion of various media organizations through acquisitions and integration and various capital means to achieve the comprehensive utilization of resources; Second:the convergence of business and function of the newspaper, different media communication and communication between the content, mutual borrowing, complementary advantages to promote common development; Third:the convergence of media forms,in digital technology and network communication, driven by various types of media convergence and new media to achieve real integration.Since 1995, the media and the comprehensive group corporation and many other western newspaper group began "media integration" experiments. China at the beginning of the 21st century began to "cross-media" and "entire media" exploration, as media integration concept in the content of the practical production process reengineering of yantai daily media group, the entire media fusion experiment is the landmark paper media transformation of the event. And most of the newspaper group reported net fusions, resource integration, capital of integrated attempt, yantai daily media group by digital technology integrated model for different media between various resources, the content of the production of recycling process. The media, Using the new technology, new media, the new channels of digital media, establish the platform, make the newspaper industry to change, and improve the content industry production and operation mode, to the Internet for center of integration of marketing communication, integration all media operation.In view of the above on the current situation and development of traditional media mergence dilemma facing the newspaper in the analysis, combining the current theories and practice in this paper, on the basis of the development of traditional newspaper industry put forward:(1) establish cross-media and cross-regional media group; (2) through technical barriers, speed up the construction of database system; (3) deepening the reform and provides policy environment for the newspaper group; (4) adhere to the "content is king" and achieved value-added through the integration of the content; (5) adjustment of the industrial chain,to achieve the media industry and the organic integration of capital markets; (6) build up the brand awareness,implementing brand strategy; (7) cultivate new talent of the nwespaper.