On The Transformation Strategy Of China 's Paper Media Under The Impact Of New Media

The "press winter" appeared in2004, meanwhile, paper media entered a periodof recession. The plummeting of newspaper advertising growth in2012brought theindustry into a hard time. Moreover, the narrowing market as well as readers loss arealso troubling paper media.This article points out that, the main cause of this phenomenon is the impact ofnew media on paper media,and on the basis of reviewing the transforming oftraditional paper media into new media, this article gives an analysis about theobstacles of paper media transformation, finally proposed some countermeasures forthe paper media transformation.This paper is divided into four chapters, the first chapter describing the generalcurrent status of the print media went through the recent recession years of newspaperadvertisements and the loss of readership, and then revealed the plight of paper media,noting that as new media taking over traditional communication modes, paper mediamust be extended to new media only to survive.The second chapter reviews the domestic and western press transformation, andnoted that the domestic new media transformation in the last10years occured mainlyon the " News" business, though not really successful,and Britain and other countries’mainly on the digitization priorities, then noted some helpful suggestionsThe third chapter described the main obstacle of paper media transformation,mainlyfrom four aspects, earning,institution, market structure,and the exit mechanism.The fourth chapter put forward four coping strategies for the transformation ofprint media: new institution; focusing on both content and channels, new businessconcepts,more attention to user’s needs; re-imaging the production process, theestablishment of a network-centric information platform; channel expansion with thehelp of capital.