Study On Strategies For The New Media To Adapt To Changing Audience

With the continuous development of information technology, network and mobile media are changing frequently, new media age which is represented by network and mobile phones is coming, and this is another leap in the media industry, and become a landmark in the history of human communication.In today's information age, media forms are ever-changing, varieties of new media emerge in endlessly. New media is changing the communication ecology of society and the using behavior and psychological needs of audience, which makes the communicate pattern of the media market be re-divided, and the media's development has entered a new round of competition. Network and mobile media has had a strong involvement in our lives, both in the number of the audiences and the audience's psychological tendency, the network and mobile phone have surpassed the radio and television. Based on the changes in form and pattern, media roles transform from information carrier and publisher into a communicate platform for the audiences. Audiences will no longer the recipients of information only, but more like information publishers and creators.As the new media appeared, the audience acceptance and the psychological needs on media had both changed, the advance of modern technology promoted higher audience requirements on free communication and social interaction, besides, individual needs and the needs of voice have been more and more highlighted. On the other hand, these changes will also bring the adjustments on the new media business. The subject is going to discuss the needs of the audience and changes in media exposure behavior from the most representative media such as network and mobile phone, then refine the response strategy topic of new media, and hope that it will be helpful to the operation and the development of the new media.