Mobile Newspaper: The New Way Of Newspaper's Digital Development

With the development of the mobile phone, which becomes a medium gradually, and the needs of information becoming diversification and personalization, the mobile phone becomes a new medium to communicate the information. In the process of the transfer (from the tools of communication to a new form of communication), and facing the challenge of the new media, such as the network, the press start the reform of digital development to seek new opportunity. As a new phenomenon of the communication and a transitional medium, the Mobile newspaper is to be attention more and more. Reading news through the mobile phone has become a new lifestyle.Mobile newspaper began with the version of short message service. Then, the first version of multimedia message service comes true. So far, there are more than 200 Mobile newspaper reported in our country. The paper newspapers start to cooperate with mobile newspapers, which is a new and interactive medium. The emphasis is how to achieve complementary,interactive and win-win cooperation. At present, there are some problems about the development of mobile newspaper. For example, the contents have not formed their own personality,the target audience is still vague,and so on. Through the research of the mobile phone news, this paper will make a study of the link between mobile newspapers and paper newspapers, the interdependence on the content, the form, the building of brand, the strategy of marketing and the function of communications, to find a win-win development and the new common development space which will be a great benefit to both of them.With the coming of the era of 3G, the mobile newspaper will have a bright prospect for development. But in the current technical conditions, there are a number of contradictions in the preliminary development stage of mobile newspaper. Through the research of these contradictions which the mobile newspaper encountered, we hope to find the way which is in favor of the development of mobile newspaper in the content, the audience and the marketing, in order to revitalize traditional press and explore the way of the newspaper's digital development.