The New Media Era Of Market-oriented Newspapers Survive Analysis

In recent years, the word come into a new age of communication media which with the rapid development and update of digital and internet technology. With the digital media increasingly mature, the new digital media increasingly rise, the function of mobile phone diversify and been used as media, Online media accelerating the pace of its mainstreaming process. After more than 20 years rapid development, our country's newspaper industries can't escape the crisis invaded by digital. Now the existence and development of our country's newspaper media have suffering increasingly severe challenges, the crisis of newspaper have appeared.The share of digital media in media market growth swiftly, while the newspaper's survival and development are threatened by the lessen of circulation, the decline of newspaper advertising growth, the readers drain and the shrink of the newspaper market. From 2005, some theory such as "inflection point theory" "winter theory" and "disappearance of newspapers" which concerned to newspapers'survival and development are brought up again and again, the argument about the newspapers'survival has been continuing.The new media which based on the network and digital is experiencing vigorous development process along with the rapid development of Internet and digital technology. In 2009, the process of network convergence was promoted with the third generation mobile communication licenses was issued. So that comprehensive utilization of the text, audio, video, images, data and other information resources is more convenient,while WAP, Mobile multimedia TV, mobile video and other services is bound to have a better development. In 3G era the characteristic of new media, such as immediacy, interactivity will be enhanced, while the spread of information achieving synchronization, three-dimensional.New communication technology has advanced features and media forms; it has more profound impact on the public than its contents, the diversity of new mediums and development of new media constantly changing the environment of communication, subversion and dispelling the traditional type of spread, from the audience's reading habits to teach relationship, from mode of transmission to the media content.It's the fact that the new media's development has brought an unprecedented challenge on the newspaper, but it doesn't mean that the newspapers are struggling to the line of dying. This paper argues that, as technology advances, the paper one day, will be replaced by a more perfect medium as the main carriers of the newspaper media one day, but the specific time when it being replaced cannot predict. Regardless of the regulations of things' rise and fall, the law of media substitution or the newspaper "paper" current strengths, the newspaper will not die within a short time.In this thesis, newspaper as a kind of medium, is the media's commodity. Newspaper media as media organization it include newspaper office and newspaper. So in the essay, from two aspects to discuss the newspaper media's survival and development:the newspaper's development strategy and the media organization's innovation. From media form, newspaper as the main medium of newspaper media in order to make rational use of its own superiors confront of the challenge of new media for long-term development. The media is not limited to use one medium; in the new communication environment single medium in a media can't satisfy the diversity need. The media should take good use of digital technology, apply to use diversified medium, establish mulit-media communication platform. Form the need of information, newspaper's quality is the base of its survival, the media should take use of new media's advantages; use the new media technology to realize effective communication of the media.