Analysis Of The Path For China Newspaper Industry To Achieve Cross-media Operation

Today, in the era of rapid development of information technology, cross-media operation become the focus of Media when new transmission modes bring huge impact on the media industry pattern and greatly limiting the living space or even being marginalized of Newspaper industry. Admittedly, cross-media operation is the inevitable trend with the development of the media market to a certain stage. At the background of Newspaper Industry reformation, the traditional administrative -direction style must transform from inside to outside, that is from researching how-to-do to what-to-do. Only in this way, the newspaper industry would be able to survive in the fierce competition.The analysis of the background of cross-media operation mainly includes inherent environment analysis and external environment analysis. As we know, the media industry is highly sensitive to changes of social, economic, political, cultural development. Therefore, examine the development of the media industry can not be separated from the perspective of these related industries. At the same time, cross-media operation is the natural result of the development of the newspaper industry, which enables it to survive in nowadays situation. Furthermore, analysis from the policy term and economic term is another method to in-depth understands the current situation of cross-media operations.The analysis of the current situation of cross-media operation mainly includes foreign and domestic media section. The development of foreign cross-media operation through three stages:single media group, cross-media and industry group, and multinational group. And Chinese cross-media operation is in moving from stage two to the third. In addition, with a different strategy depending on the type of cross-media business were divided, each of which First Financial in Shanghai, Beijing Youth Daily, and the development of Fushun Newspaper Group analysis shows an example.The analysis of exist problems and causes of cross-media operation point out the main problems including:excessive administrative intervention, scarcity of compound talents, technology limitation, no uniform media culture, lack of main business and sustainable growth, and the absence of supervision.Finally, the part of the analysis of realization methods proposes solutions based on the former part. The solutions include improving the related legal system, unified media culture, accelerating the reform of media technology, cultivating compound talent, developing diversified operations around the main business, and establishing a sound regulatory regime.From the analysis of this paper, we can see that the newspapers industry will not disappear but continue its evolution. Thus, we should take the initiative to develop new space and ways for the boom again of the newspapers industry in the cross-media operations.