The National Newspaper Format Development And Innovation Against The Background Of Globlization Environment Of Digital Media Development

In today's world, with the rapid development of media technology and the wave of the digital media, the birth of new media is rising constantly. The traditional newspaper industry in recent years experienced an unprecedented impact. According to the data show that since 2005, the newspaper circulation of all countries in the world and advertising have emerged landslide phenomenon. Faced with this situation, many professional propose the point of view as "winter" or "On the demise of". However, the fact is really that so? The Newspapers will really perish?This paper tried to use communication, journalism, sociology and other related knowledge , with the media ecology as the theoretical foundation, use of " the law media ecology ", " the law of the smallest" ," the law of moderate ", " the interactive media ecology" and other basic theory to describe the development of the traditional newspapers industry could be the possibility and necessity, in the context of digital media background . The conclusion is: the media in the competing situation is suitable for eco-development of objective laws, Both the media and the natural environment is exists in a large environmental systems, although every kind of media are experiencing from a birth, growth and maturity to the decline , But the birth of a new medium does not mean the demise of an old media, old media after a change will be a transition to the new media, the media integration is the only way for the development of media ecology. In this paper, with Literature Review, field research , the history of the development of the Newspaper and its current use of digital technology achievements, the press their own disadvantage and the reason, put forward the development of innovative response strategy..The papers try to description with the above two points to describe the interaction between digital media and traditional press, and with the theoretical support from the communications and journalism to support the development of the press , and wish can throw out a brick to attract a jade.