The Strategy And Operational Tactics For Printed Media Transition Under New Patterns Of Communication

The pattern of mass media and communication has been enduring the unprecedented change as with the rise of internet and continuous revolution of communication technology hereby, especially with the rapid spread of MT (smartphones as its representative), and various social media. Social medias like news portal, We media, citizen journalist and individual-client has greatly impacted traditional media, especially printed media into a dilemma, through all its business process like content producing, publication, and advertisement. Now, the printed media business has stand on the brink of its deepest crisis:refuse to transit means dying, blindly transit means to die.This article undertake a case study of the transitional exploration of four printed medias, Bejing Times, Zhejiang Daily Media Group, New York Times and the Oriental Morning Post, and in accordance, comparatively analyzed the basic concept, practice, pros and cons of four patterns of business transition, "cloud newspaper", cross-industry capital operation, charge subscription and "content is the king".Based on this, this article argues that the premise of successful transition of printed media is a comprehensive understanding of its own core resource. According to RBV, this article proposes that the resource base of printed media shows in the following:political resource, brand resource and the resource of professional teaming. However, the major disadvantages of resources are the following:1. A conformism resulted from prejudice and thought inertia.2. The want of technical capacity.3. The want of capital operation skills. Based on the comprehensive assessment the above resources and the transitional trend of media, this article concluded that in the strategic level of printed media transition, three principles must be followed:to foster strengths and circumvent weaknesses, to stick to journalistic professionalism and to hold a subversive way of thinking.This article then presented a solution and pragmatic strategy of printed media transition. The article argues that the kernel of printed media transition is to create customer, which is the major reason for the dilemma of printed media. Therefore, there are three ways to commerce the transition:1. To rebuild the journalistic process and to create a client information management system.2. To cooperation with mainstream internet platform.3. Stick to professional, small-crowed and a content orientation with values. Besides, there also should be a mode innovation in media operation level, and thus the transition could be landed appropriately. These innovation include:a strategic cooperation with internet platform, charge subscription of content and value-added services, activities and conferences services based on media’s professional credibility, a full use of fund-raising channels like mass donation, and a business diversification based on the the existing assets and resources of printed media.Based on multiple case study, this article extract the strategetic principle and pragmatic policy for the transition of traditional printed media, thus is of great importance for printed media’s dilemma. In addition, the article also discussed how the a company could maintain a favorable position in a changing environment, and to keep a long-term development. The article also make contribution to certain theories.