The Research Of Newspaper Media Transformation Strategy In The Progress Of Media Convergence

Since the curtain of Internet era opened up, there’s always the voice that the traditional media would decline. Over these years, the inevitable declining tendency of the newspaper media was witnessed by the lack of advertising revenue, lost of readers and reduction of news channel. The research and reform of the combination of traditional paper media and Internet new media has been maintained for more than ten years. But until now, the inherent thinking of traditional media still on the way of reforming to the new media. The homogenization of reform of newspaper is serious, which did not bring the new life to newspaper, but pulled down the level of media convergence.It is the vital moment of media environment transfer now. Owing to the rapid innovation of communication technology, the change of media environment of being integral and systematic, not the single partial transform, which proposed higher requirements of the reform. The rank of transform not only restricted into content and modes, also includes the creation of methods of operation, human resource frame and benefit mode. The newspaper media would not achieve the new orientation and transformation of the whole system for sure if it still use the old thought. The homogenization after newspaper changed into new media represented that only transform in technology did not the real transformation. It cannot change the declining tendency of newspaper. Only reconstruction on the thought could save the lost newspaper industry. The newspaper needed a radical transformation based on changing the thought and rebuilding the frame. Only with diversified thoughts and the spirit of daring to explore and test, do not blindly attack, do not sitting around, can the newspaper keep up with current media environment.The newspaper needed a radical transformation based on changing the thought to change the declining tendency. Recent years, a series of reform activities of newspaper industry in Shanghai attracted the attention, especially the push out of project and interface of new media, which bring a fresh air to the lost news industry. Now, the transformation from newspaper to new media was trapped by homogenization, which means newspapers should break the wall of thought, not technique. Only rebuilding thought radically can newspaper media walk in the correct direction.