Transformation Of The Traditional Newspaper Industry The Way The Whole Media

Network medium and mobile media as a representative of the rise of new media, changed the traditional media basic competitive pattern. The traditional media, led by newspaper in the vocal in the shock wave to business reform, meet in this time period media mergence the challenge proposition. In this era background and market requirements, the traditional media under "entire media" strategic transition to become a hot topic, especially noteworthy is more and more press group started "entire media" strategic transformation practices. Entire media path is not merely for traditional newspaper challenge, also provides a new development opportunity.In the process of creating entire media, the biggest obstacles encountered what, how can we realize breakthrough? Many scholars believe that the newspaper net fusion, make whole media already not is difficult technical bottleneck and allround talent shortage of traditional media operation, mainly still to entire media thinking transformation of thinking. Can't say have hardware equipment, realize the newspaper net fusion is truly become all the media, the key still media management and all the reporters and editors should have entire media news thought, want to know all the specific operation. Media The same source, the same interpretation, the same text and acoustic painting editor, no entire media news operation idea, just traditional media mode of transmission of transplantation, even if the information provided is massive, also hard to get the audience accept.For information fusion is not production, for example, ultimate target, just a link or way. The network also is not all sorts of media products, but the final carrier of transmission channels of media products. Traditional media and the way of new media fusion, which can help us to a greater extent inherit the traditional media products, adapt to the advantages inherent form audience already some reading or listening in and viewing habits. For future media development and the audience were accustomed to various media styles, such as newspaper, television can also exist, but they rely on issuance or transmission channels will happen, and that is a fundamental change digital network will replace existing channels, the future and the audience thought more diversified things, fine media provide individualized news product differentiation, and traditional media can only do with all the media, thinking and seek new location.In this paper the entire media xinan media company strategic transformation practices described as an example, by media mergence derivatives "entire media" connotation and characteristics, and analysis the transformation of the entire media press background and development trend, and with other domestic some city newspaper group transformation model as the reference, discusses the newspaper group of the road of entire media status quo and existing problems. Traditional media development entire media how in system and mechanism innovation and transformation, how to in the reengineering process and operating mode on the exploration and practice as a strategic transformation is the focus of the analysis in this paper, the main points of attempts to case study summarizes some universal law for some other traditional media, the entire media practice offer beneficial reference and broader thinking space.