Hover Between The New Media And The Traditional Media

Since2010, from blog2.0to micro-blogging, even micro-channel, the rapid development of new media brought great impact to the traditional media.Experts and scholars have conducted a series of studies to explore, but many researches focus on just one aspect. Few people could view from the full angel, to research the usage of new media by the traditional media practitioner who worked at different position, and the real impact they suffered. What’s more, because of different territory, cultural background and the news blackout, the usage of new media and the impact on Shandong traditional media practitioner have never been researched overall.As one of Shandong traditional media practitioner,_the author witness the traditional media practitioner under the impact of new media gone through the course, confusion, declination and looking for rebirth. Through the whole journey, what impact did Shandong traditional media practitioners suffer? What change has happened to them? Where is their future? The author picks Shandong Business Daily to research that, which is born in the highest degree of marketing. As Shandong Business Daily is the unit the author work for, it’s very convenient for me to do the research, and easy to ensure the reliability of systematic research, as well as the depth of the data.The research applied questionnaire, interview specific case deeply, aimed to present the change of Shandong business Daily under the impact brought by new media overall and multi-angle, and according to these changes to find out the reason, seek to solution, seek out the constructive direction of the transition and ecologic restoration of paper media.The author found that as one of the representative of Shandong traditional media, Shandong Business Daily has stepped into the second phrase, after the initial panic faced with the impact brought by the new media—reconfirm the core value of traditional media. After the confirmation, Shandong Business Daily consider that new media represent user experience and interaction, and still work on the extend value of traditional media."Black and White" paper media is still being value, and needs us to stick to. But at the same time, the traditional media practitioner do not avoid the advantage of new media—data miner and user experience, which is also the disadvantage that traditional media could not get after it is exhausted all means. Nowadays Shandong Commercial Daily is trying hard to make up the disadvantage of user experience by increase UX, and at the same time, sticking to "media experience", aiming to go further.Shandong Commercial Daily considered, the transformation of paper media is the rebuild of medium ecology rather than just from A to B."Further of paper media may grow gradually among the ecology, and recombine into logic, or an environment. We possess the print media, new media, net, activity companies, and also the offline product, which related to each other.