Study On The Crises Of China's Newspaper Industry And Corresponding Measures In Digital Media Age

China's newspaper industry has experienced rapid development in the last twenty years and reached the historical climax since the foundation of the first newspaper group in China in 1996. In the era of digital media, just like the other countries did , China's press also encountered the integrated crisis of digitalization, and its survival and development was a serious challenge. Look back the development of China's newspaper industry, digitalization has two sides. In the early period , digital media technology is used in certain aspects of newspaper production, such as printing and editing, and it does increase the efficiency of production in some levels. Then, as the digital media technology matures, digital new media rises and the extensive uses of mobile phone, the crisis emerged in China's newspaper industry.The crisis emerged in 1995,"The argument of Inflection point""The argument of winter""The argument of cycle"concerning this crisis has been stated over and over again., and all of those theories were focused on the society , technology and the audience in the digital media era. The corresponding background is the overall decline in revenue of the entire newspaper industry over the world, this phenomena also happened in China, the revenue of the newspapers office in advertising is declining, the revenue of whole newspaper industry advertising is declining, the newspaper advertising in the share of whole media market is weakening, and the audience, as the core resource of the newspaper industry, is devaluating. The audience is diverting by the digital media, audiences structural is aging.Factors that contributed to this crisis are in many areas. From a social point of view, due to the rise of digital new media, particularly the emergency and development of online media, replaced the social position and weakened the social function of newspapers. Affected by the digital media environment, audience's habits of media using developed toward"Subsection"and"fragmentation', and the media uses model inclined to "multimedia", "interactive" and "personalized". From the perspective of market, digital media technology expand the information capacity of traditional media and distribution channels, combined with the maturity of digital new media, it intensified market competition, decreased the audience's dependence on traditional newspaper industry. Since the model of information dissemination and the using habits of media are changed, the advertisers used a new advertising strategy, the dominance of the newspaper industry in the traditional advertising pattern has collapsed, the more precise way of advertising is gradually having the attention of advertisers.In order to deal with this crisis, at the macro level, the China's newspaper industry should be accorded with national policies concerning cultural industry and the construction of digital newspaper industry. While our country is targeting the cultural industry as the main objective, newspaper industry should be regarded as the important factor of the whole cultural industry, transforming the role played by the newspaper industry and using the existing advantages, rely on the national policy advantages of cultural industry. In the use of the newspaper industry development policy, the newspaper industry should cultivating fine relations with the government and audience, participate in government-led digital community foundation, making the newspaper industry to be the major information source of all cities. In addition, the newspaper industry should focus on their own copyright protection, an end the abusing use of the content.At the micro level, there should be a breakthrough in the media use, content and concept innovation on audience and advertising form. The newspaper industry should change the traditional disseminating way with texts or images to adapt to the media using habits of audience with the characteristic of"multimedia", and then achieve "integration of communication.". The media choosing strategy should break away from the traditional"paper media", build the information platform, provide the audience with "one stop" information consumption; Meanwhile, the contents should also transform from"News product"to"Information product", from the "propaganda" to "environmental monitoring", the traditional newspaper industry did not commercialized their content, the newspaper content should be produced, sold and disseminated like the other merchandises. The changes from "propaganda" to "environmental monitoring" are basically requiring the newspaper industry transform from the propaganda platform to public discourse platform, provide the audience with more information in response to the rapidly changing society.Audience is the core resource of the newspaper business, the innovation on audience concept is crucial to the newspaper industry. The newspaper industry benefits from the"Secondary Sales"in traditional business way. Audience as a part of the entire mass communication, is the subscriber of newspaper. In the digital media era, audiences can be a"information source"and a"user"of the"information platform", audience can be"sold"multiply, the information aimed at the audience should also be"fractionized". In the era of over-informativenes,audience's attention has became scarce resource, advertisers wish to implementing "accurate" advertising, and the audience also want to pay less costs to achieve information. Therefore, the advertising notion of the newspaper industry should shift from"sell the page"to"sell the information", from"sell the audience"to"sell the advertisers".