A Research On The Interaction Between Newspaper And New Media

In recent years, newspaper has been facing the global problems: declination of growing rate in advertising, decreasing volume of circulation, and sharp dropping in the number of readers. Therefore, how to make a breakthrough in the development of newspaper becomes an important and realistic problem for the academia and newspaper industry. In the meantime, new media has already been extensively accepted and developing at an amazing speed. According to the latest statistics, by the end of the year 2006, China has already owned 137million netizens and the number of mobile handset customers has already exceeded 400 million, among whom a great opportunity is ready to be discovered.The new media has a lot of characteristics, such as efficient, highly interactive and informative; furthermore, it can integrate the features of various media; thus can attract more public attention, especially young readers' attention. Among the massive new media, the Internet and mobile handsets are the most practical which can interact with newspaper effectively. Actually, newspaper and new media are competing as well as coexisting with each other; moreover, the interaction between newspaper and new media can both strengthen the influence of newspaper and improve the structure of the readers. For this reason, to expand the interaction between newspaper and new media is a powerful way for newspaper to get out of the difficult situation. Nowadays, many newspapers have been aware of the importance to interacting with new media. They put forward and begin to carry out various measures, of which, however, many are far from perfect and are not effective as expected. Why? We believe that it was mainly because newspaper has not taken correct means as a result of the neglect of the existing situation, rule, circumstance and developing tendency of newspaper and new media, just as Murdoch's saying: "handling new media in the traditional way, you will surely get into a cul-de-sac ".This thesis analyzes the present condition of the coexistence of newspaper and new media; and rearranges the characteristics of them; then points out that only to master the developing rule of new media can we find a way out for newspaper and new media. The thesis also gives a deep analysis for the co-operating and competing condition of new media and newspaper. Until today, the interaction between newspaper and new media is acutely required from the aspects of both newspaper itself and its readers. So the interaction between newspaper and new media is inevitable. In the meanwhile, newspaper and new media not only compete with each other, their co-operation is more likely to create new development. What is more, the required conditions and technology are tending to mature, for which the interaction between the two becomes a possible.In terms of the existing forms of interaction, there are still serious defects in its operating patterns, contents and results. Fortunately, much successful experience of integrating newspaper and new media in foreign countries provides a basis for us. Based on constructive analysis, this thesis forecasts the trend of the interactions between newspaper, new media and mobile handsets, and finally brings up developing tactics for them. We hold the opinion that after a period's adaptation, the three will have deeper and more extensive co-operations, of which the simultaneous advance of several media will be a significant trend and a valuable means.