The Interaction Between Traditional Newspaper And Internet In The Merging Media Age

The structure of newspapers' marketing is facing complicated changes because of drastic competition among Medias, changes of advertising marketing, technologic reform of medias and changes of reader's mentality. The traditional mode is impacted by new ways. It has become an impending topic how newspapers adjust the policy to develop during this kind of challenge at the moment. In this essay, the author compare the debate happened between newspaper and Internet firstly ,then pointed out that the interaction between newspaper and Internet had become a stratagem relating to exist and development of newspaper.Ihis essay introduced the hot point in the academic area of journalism and mass communication which is the point of "merge". Basing on this point, the author expatiated on the essence, definition and developing direction of interaction between newspaper and Interne, and pointed out that the essence of interaction between newspaper and Internet is merge. Different medias are breaking the inhere borderline and forming whole which is the direction of medias' development. Aftertime, there will be more and more different medias filter each other and intergrade .The same content will appear in different medias to realize the increment. All medias will merge each other and make for win together.This essay also expatiated how the interaction between newspaper and Internet develop further. The author pointed out that content of news is most important no matter how medias develop and change. This is the strong point of newspaper which is good at the content industry. And the essence of interaction between newspaper and Internet is the multiple transmit of content, multiple sells of management and the immensity extend of brand in order to let audiences get different and individual services. It is the only way for newspaper to keep its lasting development that all process during the flow of the newspaper publish built" feed-feed back" system. The development trend of interaction between newspaper and Internet is still merge .According to the actuality of China, the next step of the interaction between newspaper and Internet is electron newspaper which merge newspaper and Internet. In conclusion, this essay talked about how to break the jam of electron newspaper.