Development Of Chinese Periodicals Against The Background Of New Media

With the information technology(IT) has advanced vigorously since the year of 2000, new media like web and mobile has developed rapidly in the whole world. Compared with traditional media, new media has unique features:various multimedia presentation, mass information resources and alternating consumer experience. Within recent decade, new media has attracted large amount of information consumers and gained large portion of the severe competing media market, all these will lead a profound impact on the living style of human beings. But we can also find out new media brings new opportunities to traditional media.This dissertation will focus on the traditional periodicals. Facing the tremendous impact of new media, traditional periodicals are on the crossroads. Learning from new media and embedding some new information technology, periodicals will find a new method to gain more market share. But the question is how to learn from new media? Which strategy to choose? How can periodicals exert its traditional advantages despite all the negative effects brought by new media.This dissertation Cites "Shanghai Education" and other several periodicals as typical examples. "Shanghai Education" is an important education periodical in China, it concentrates on education news and hotspots of education area. Base on the research of periodicals above, this dissertation summarizes three types when periodicals are tying to integrate traditional media with new media:replicating periodicals contents on web, producing more information base on periodicals and setting up a new information platform other than periodicals. And then this dissertation will analyze the challenges ahead and lay great emphasis on the suggestions on a macro view. This dissertation will also make research on the development and future of "Shanghai Education" when it is committed integrating different advantages of traditional and new media.