The Transition Of Traditional Media In New Media Age

News immerges from web in every second in this new media age. From microblog (weibo), Wechat to smart phone apps, various media channels are attracting eyeballs nowadays.The development of the traditional media has already experienced the bottleneck with increasing cost on the one hand and decreasing readership and advertising revenue on the other hand. How to meet the challenge from the new media has become a pressing issue for City Express. However, the challenge can also be viewed as the powerful driver for newspaper’s digitalization and innovation. Although new media is a threat to traditional media, it also brings fresh opportunity that triggers the new wave of media transformation.From the case study of City Express’s experimentation in merging the traditional and new media, we can see that the newspaper’s expansion on Weibo is an inevitable choice. This research indicates that City Express’s survival strategy on Weibo is representative of the merging media. For example, Weibo extends the communication platform of traditional newspaper, which enhances the marginal effect of news. The timely dissemination of information on Weibo fills the gap of newspaper reports lag. Weibo also frees the "right to speak" and enables more interactive and personalized reading experience. However, the official weibo of City Express also has weakness, such as lacking original content creation. The impact of City Express Weibo therefore is much lower than its parent newspaper.This research proposes several recommendations on City Express’s Weibo strategy. We find that it is important to emphasize weibo news to be original or even exclusive and make sure the coverage is real and objective. City Express should also improve the agenda setting function on weibo, develop distinct columns and create " all media" news. These are the areas that news media microblog needs to explore. New media also marks the arrival of the personal media age."Audience" or information recipient is no longer a passive word. Reflecting City Express’s digitalization and merge into new media, one may find that this is also a process that audience start walking from behind the scene to the front, become the main news media and fulfill their right to express. While news promotes social progress, it is also promoted by social development.