On The Chinese Newspaper Digitization Predicament And Outlet

Overview of the development trend of the global media industry, the21st century,the rapid development of the Internet and the increasing popularity of the many newmedia, the huge impact of the newspapers and other traditional media, so the reader asignificant reduction, reducing circulation, advertising, reduce economic efficiencyand reduce income development of many difficulties, such as lack of stamina, somenewspapers heavy losses, some newspapers closed industry.In today’s ever-changing background information dissemination, how traditionalnewspapers and new media competition in the market? Newspapers futuredevelopment should follow what model? These issues are deeply troubled China’smedia industry practitioners and researchers. Articles based on the current mediaenvironment, this particular newspaper for traditional media, fully examine thetraditional newspapers and new media tools, basic characteristics and developments,discusses the plight of newspapers in the new media environment facing the crisis andthe future way: on the one hand the analysis of the " decline of the newspaper on the" point of view, states: from science, media development law, sociological pointspread, the newspaper is still a road of its operations and development. On the otherhand, exploring the way to face the challenges of the new media, newspapers, andtight encirclement. Development approach can be summarized in two newspapers: themeans of communication to change the content of newspapers and newspapertransformation.From the media forms, the newspaper introduction of new technologies, in orderto help pull new communication technology-based new media, where the advantagesof new media for the use of new communication environment. The paper on " contentis king "," advertising strategy "," charging " and other ways and analyzed inderivative form of communication online edition, mobile news and cross-mediaplatform construction. Information dissemination methods, strategies, new mediacarrier some advantages, newspapers should also be absorbed, newspapers must change the concept of the previous information, making changes in their informationdissemination. Newspapers at the time to learn from new media, traditionalnewspapers should be excavated to increase the credibility and influence ofnewspapers, reflecting public opinion guidance, which attract more readers to achievea variety of profitable ways to expand profitability and scale. In short, newspapers andother traditional media out of the woods, an effective way to break through thebottleneck of the development is based on their own strengths and characteristics, andstrives to learn the advantages of new media. Hope to provide some valuable thinkingfor the future survival and development of the newspaper.