The Research Of Traditional Newspaper And Medium’ Survival And Development Under The Internet

The media is known as "the party’s mouthpiece", and "the main position of publicity ". For a long time, our country’s newspaper media played an important role in the media world. It’s content of the authenticity, authority, orientation is still better than the network media today. But, since the1990s, With the rapidly development of the new media, the advantages of the traditional media was being broken, especially the newspaper media which have a long history were hurt more seriously, and faced a more complicated situation:in general, in Shandong province and even the whole country, the traditional newspaper media still holds an important position. But in recent years, with the Internet technology developed, the traditional media--newspaper media suffered a serious challenge. The newspaper intermediary obviously felt that it is facing a huge pressure under the background of the Internet. How the newspaper intermediary to solve this problem has became a very important problem.The impact that the new media gave to the print media is huge. It had an important influence to the newspaper intermediary, the audience and the content of the newspaper, and so on. The competition of the new media is the most important factor that why today’s newspaper was in troubled. But this does not mean that the new media and the newspaper intermediary is opposite. On the contrary, they are closely linked. If traditional newspaper intermediary want to get rid of the problem, it must put down the figure, and learn its rival—the new media. And, if the traditional newspaper intermediary wants to survive, it must to stick to its own advantages, this is the most fundamental way.In a word, if the traditional newspaper intermediary wants to change the situation that it has faced, it has to transform the old conception. Not only insist on their own features, but also learn to the new media, this is the right way.