Study On Survival Route Of Newspaper Media Under The Perspective Of The Disappearance Of Newspapers

Newspaper has a long history and has been considered to be one of the mostcredible media. However, the rapid development of the Internet and mobile media suchas mobile phone, Pad, etc, bring great impacts and challenges on the global mediaindustry--particularly the newspaper industry, and thus, media landscape has profoundchanged. Under the new media ecological environment, the newspapers are in anunprecedented predicament. Original market share and development space are sharplyshrinking, it manifests as the decrease of readers and circulation, readers aging, and thedrop of advertising revenue. In this situation, people starts different arguments aboutnewspapers, such as “the disappearance of newspapers”,“inflection point ofnewspapers”, and “newspaper cold winter”. The debate on whether newspapers will diehas become the focus of attention in journalism and media industry.Based on a special view of “the disappearance of newspapers”, this paper exploresand analysis the development path of future newspaper media with the related theoriesof journalism, communication and other relevant knowledge. At first, the thesisdiscusses the background and development process of “the disappearance ofnewspapers” as well as some relevant arguments. Secondly, it explains the currentdevelopment situation and predicament of newspapers under the impact of the newmedia in China. And then, it takes the typical representative of the metropolis daily “thesouthern metropolis daily” as an individual case, analyzing the effort made by “thesouthern metropolis daily” responding to newspaper dilemma from three aspects:content advantage, brand advantage and whole media transformation. Finally, based onthe study above, this paper proposes that for the future development, newspaper mediashould make efforts focusing on content and channels, profit model, paid news andcitizen journalists.