American Newspaper Industry In An Information Age-Challenges And Strategies

The pace of transition to an information society is accelerating with the rapidchanges of technology. The trend is becoming more apparent with the wideapplication of broadband networks and personal computers. A new age is set inmotion. Symbolized by digitalization, this age is also labeled as an information age.The transition to an information age is accompanied by changes and transformations.Against such a background, the paper is devoted to a comprehensive discussion of thechallenges the American newspaper industry has encountered in an information age.As a typical and predominant media industry in the industrialization age, theAmerican newspaper industry is undergoing tremendous changes. Based on therecently released data from National Newspaper Association, Editor& Publisher, andAudit Bureau of Circulations, this paper attempts to illustrate the challenges theAmerican newspaper industry is facing. In light of the challenges and crisis, theAmerican newspaper industry has taken actions to cope with. This paper tries to offera general strategic framework for American newspaper industry on basis of ananalysis of these strategies already adopted and the intrinsic values of newspaper. Thispaper will end with a predication about the trends of American newspaper industry.This paper concludes that American newspaper industry will witness a long period ofdecline and loss of readers. However, as long as the newspaper industry, can adjustquickly to the new changes and try to maximize its advantages by putting more stresson the improvement of substance and creditability, the newspaper industry can survivein the information age.