Research Of New Media Transformation On "Fishing" Magazine

In the 21 st century, with the development of modern life, the media is gradually growing into a political giant and economic giant. With the rapid development of digital and network technology, network, mobile phone, APP and other new media in the global rapid promotion. New media with a large variety of information resources,users can participate in interactive and other unique advantages to attract a large number of information consumers, to become a new era of "darling". With the constant popularization of new media, the market share of the new media has become more and more, which has brought great pressure to the development of traditional media. However, everything has two sides, the rapid development of new media for the traditional media is also a "double-edged sword", not only to the traditional media caused a great threat, but also to the traditional media has brought great opportunities. Although the new media to win the traditional journals and magazines of some readers and advertising, periodicals and magazines to survive has caused tremendous pressure, But at the same time, also provides a new environment upgrade, evolution and new technology for traditional journals and magazines,Therefore, if the traditional media learn from new media, absorb and integrate new technologies,it can Nirvana rebirth with its unique advantages.However, the traditional journals and magazines, with its unique advantages and will not quickly collapse and destruction, if the new media to learn absorption and integration of new technologies, they can Nirvana rebirth.In this context, "Fishing" magazine embarked on a path of transition to the new media. From a simple copy, mechanical transformation, to create, to build aconsulting service platform and app such as, "fishing" magazine in the transformation of the road although the ups and downs, but also made many achievements.This paper adopts four research methods: literature research method, case study method, horizontal comparison method and interview method. Through literature research, the paper analyzes the main achievements and viewpoints of the relevant academic publications and journals related to the integration of media and the development of the whole media; Through the case study, the case study of the transformation of the "fishing" magazine, the analysis of some phenomena in the process of the whole media transformation, summarizes the results and lessons learned in the process of transformation; Through horizontal comparison method, the "Fishing" magazine of all media operations and the domestic industry of the whole media operation to compare the same point summary analysis of all media operations and media industry reform process transformation strategy, policy, and planning mode content different point, and then dig out the advantages and disadvantages "Fishing" magazine all media operations; Through the interview method, to obtain the "fishing" magazine internal information and related data, the data obtained from the literature and the results of the study were compared, and complement each other.In summary, this article to "fishing" magazine as the research object, on the background of the new times, the transformation of the current situation, mode,research, focuses on the analysis of "fishing" magazine to new media transformation faced problems and countermeasures, transition effects and the strategy transition and so on. The research has certain innovation.