Retrieve Young Readers On The Newspaper Countermeasures

Based on the 25th statistic data from China Internet Network information Center(CNNIC), the scale of netizens in china has reached 384 million with a rise in popularization of internet to 28.9% as well as 233 million people who use mobile phones for surfing on the internet. Youth below 29-year-old account to 61.5%. New medias have captured thousands of young readers and internet is considered as a representative. The circulation of newspapers goes sustaining down and newspapers are facing an extremely bad situation due to drain of young readers. But on the other hand, people related have realized that what they should do is to interact and integrate traditional medias with new medias rather than compete with each other. Newspaper will change the current age structure by means of sharing readers with new medias, finally retain and develop young readers who grow up in the new media environment by way of media convergence.The paper can be divided into 3 parts. In the first part, the survive crises of newspeper and drain of young readers are analyzed by statistics of lots of data both domestic and abroad. In the second part, reasons why the youth show little interest in newspapers have been investigated by means of questionnaire and deep interview, trying to get a conclusion of how to retaining them. And from the typical cases of successfully attracting young readers both domestic and abroad, experience and improvement have been summarized in the last part.