"The Changed" And "the Unchanged" Of Newspaper In The Tide Of Transformation

In the face of the boom of new media in the age of Internet, audiences of all ages oftraditional media can gain access to information in different ways, which really differsfrom the past. The Internet based on advanced technology is the main channel for peopleto gain information, no matter who are in the city or in the country. The emerging readerslike phone and iPad are increasingly universal and are becoming the more attractiveinformation platform. With the emergence of triple-play bundling, more and more peoplerealize that the traditional media are suffering unprecedented severe tests. Undoubtedly,newspaper is firstly involved in the tide of revolutionary change. Transformation hasbecome the first slogan for the newspaper temple of China and the west until it isinterpreted as the most ideal way out and orientation.Undeniably, the rise of new media can truly bring new chances for the development oftraditional media. However, just when newspaper, the representative of traditional media,is experiencing the unprecedented integration and change, we must think something overcalmly. Facing a series of problems like bankrupt and the decline in performance, whatcan newspaper do? Begin blind transformation or sit passively for its end? The traditionalmedia integrate into new media or the opposite? The essence of the transformation ofnewspaper involves institution or mechanism or the boom of news itself in the new mediaplatform? And how will newspaper meet the challenge from business model? This articlewill mainly centre on the changed and the unchanged of newspaper in the tide oftransformation，seek deeply and emphasize greatly the core value of newspaper，and insistthat newspaper should scrupulously abide by excellent tradition.