Research On The Practice Of Media Convergence Of The Paper

With the continuous development of human social science and technology, more and more new things have changed our lives, the network is represented by a variety of new media is one of the important branches. Since its birth, the network and other new media have a huge impact on all aspects of human life and work, which is particularly evident in the media industry in the dissemination of information.In the past many years, newspapers, magazines, radio, television and other traditional media occupy people’s daily life, they although it can meet the people at that time the media contact requirement, but morphological and functional relatively single, the other is the limitations of time and space. For example, the newspaper is the oldest form of media in human history, it has a long history and determines the status of the superb and the audience, at the same time, the newspaper also has a circulation, a large amount of information, easy to long-term preservation of information and other advantages, but the newspaper also exist timeliness short,inconvenient to carry, the form of reading too much monotonous disadvantage; and another is very common and popular traditional TV, its popularity rate and coverage rate are very extensive, the dissemination of information quickly, print media such as newspapers and magazines in the very sound and light advantages compared to high authority in the hearts of the audience, but there are also some insurmountable TV the disadvantages, such as timeliness, short Miss cannot playback and repeat, and television, newspapers are more than to carry, the passive nature will let the audience not satisfied.With the rapid development of human social and economic level and technical means, but also with the needs of the audience for information access and other needs to continue to enhance the network media, mobile media, such as the representative of the new media have emerged. These emerging media generally have a huge amount of information, fast transmission speed, low cost, easy to long-term preservation, available anytime, anywhere access to information, the audience can choose to receive the advantages of, more in line with the modern audience’s media exposure habits. Therefore, these new media have largely replaced the traditionalmedia in people’s lives, and the development of the traditional media has caused great impact.At the same time, the rapid rise of the new media and traditional media gradually fading gave birth to the media industry to make the trend of media convergence, the Central Committee of the Communist Party of China will also promote the traditional media and new media integration innovation and development promoted to national strategic height. Joint efforts of both in reality and policy, more and more traditional media began to practice and exploration of media convergence. However, they many attempts it, has not achieved the expected results. In this, the Shanghai newspaper group to create new media products The Paper has become a shining star.July 22, 2014, The Paper formally launched. As a Shanghai newspaper group media convergence practice product, it to "the first brand of Chinese politics" as the goal and with rich quality of the political news reports quickly attracted large audiences. In this paper will be mainly through literature research and case study method, from the birth background, characteristics of the content production,dissemination of marketing mode of The Paper’s media convergence practice exploration are analyzed, from these aspects of the can made today’s achievements cause for reflection, also want to points out some problems to be solved the The Paper there, to explore the advantages and problems of two aspects behind the multiple reasons, in order to other is(or will be) media fusion practice of media to enlightenment.