An Analysis Of Several Key Problems In The Digital Transformation Of Newspaper Industry

Each major technology change will inevitably create the born of new media, which will definitely has a profound effect on all aspects of social life. The enormous amount of information and reciprocal communication from the new media not only changes the way of reading, but also brings a new experience and change to people’s life.The way of getting news and information is changing because of the higher network coverage density, the wider bandwidth and the flooding of mobile application terminal. People’s reading habits and contents are gradually different from what they did, accordingly. Also because of this, readers of traditional newspaper are disappearing massively. In addition to the less new independent media dissemination and the old news products, its influence is fading away. The lack of original marketing pattern, eventually, results in its survival crisis.From the newspaper-network interaction to media convergence to omnimedia, media group all along strives to follow the technology innovation, because digital transition is the only choice of keeping its identity in media. But the transition doesn’t work if only with several changes of pages, or more terminals. It needs a change completely.There are many cases in practice at home and abroad in newspaper industry. From electronic edition to network and to mobility, many bold measures has been taken, such as the related service close to the social needs, profit model innovation, and pay walls, and so on. There are also some explorations in specialized news production. On the whole, some cases are quitegood, but from the whole production-communication-marketing ecochain, there is no any successful case, which makes the digital transition a complicated proposition.In essence, the digital transition in newspaper industry is a choice confronting with the competitive environment of digital technology and media. It also is a process of specialism news when facing the massive data information from the Internet, UGC, etc. It is even a responsibility of media as a public instrument in front of the phenomenon from "cold society" to "warm society" and to "knowledge gap".Obviously, the digital transition is not an overnight process. It covers the digitalization of technology, marketing, products, staff, and the like. Technology is a determining factor in the process from the system construction of foundation database and SCRM (social customer relationship management, which is the extension of CRM and puts more emphasis on the participation of customer and bilateral interaction, making customer have more sense of belonging and achievement) to the product platform building, from the security of user experience to the presentation of data visualization. To achieve the digital management, we have to change the influence of simple marketing. Centering round the user requirements, and taking the product service as measures, we can integrate all kinds of resources, combine the online and the offline to make money in the value promotion. Digitalized products include professional digital and customized terminal matrix, with the variety of communication measures to provide customers with new and convenient reading experience. Digitalized staff management refers to the ability of interview, editing, videotaping, network application, modern equipment operation, content reconstruction edition, and communication mass-decentralized transmission, etc.Therefore, we can get a new start as long as we take the measures as follows: remodeling the idea of user service, remedying the technology inadequacies, extending the connotation of professionalism, rebuilding the system of producing and spreading, exploring the new marketing mode, and integrating in the new area of Internet.In the paper, some suggestions about the digital transition in newspaper industry are proposed on the basis of combining the practical cases, academic theory as well as the tendency of digital transition.