Research On The Profit Model Of Newspaper Industry Under The Background Of Digitalization

With the development and popularization of network and new-media, the living environment of the newspaper industry has undergone great changes, which bring great threat to the survival and development of the newspaper, such as different degrees of decline in traditional newspaper circulation and advertising turnover. In the new environment, most of newspapers industry have to transform to digitization, making the newspaper into a new stage of digital development. But the traditional newspaper group is facing the problem of lack of profit model in the digital transformation process, which lead to the newspaper industry face development challenges, the main reason is that the previous profit model cannot adapt to the changes in the newspaper environment. In the face of the impact of the network and new media, newspaper group at the same time need to change the traditional newspaper profit model during the digital transformation, so that the press can access to development in the new environment. In this context, utilizing the combination of advantages of print and the newspaper development under the digital background to search the profit pattern of newspaper in the new era is the question that must be deeply thought and studied by traditional newspaper industry in the digital transition process.In this paper, the "long tail theory" is applied to the exploration of the profit model of newspaper, the author analyzes the process of digitization under the background of Chinese Newspaper digital transformation, and illustrates the problems facing the development of newspaper industry; this article describes the conception of economies of scale, economies of scope, the newspaper "Two-time sale", " triple sale", "long tail" and other profit model, at the same time analyzes questions of encountered by the traditional newspaper industry profit model under the new media environment paving the way for exploring newspaper profit model in the following paragraphs and points out that the "long tail theory" is not the negation of the profit model in economies of scale and economies of scope, but is the perfection and development of the profit model in the new environment, and the author pointed out that we can not only pay attention to the popular market, but also show solicitude for the previously unappreciated unpopular market;In this paper, the author combines "long tail theory" with the newspaper profit model, discussing the newspaper’s profit model from the aspect of the newspaper content development, mobile phone operator APP, mining brand, advertising operation and others. In the process of newspaper digital transformation, combining "long tail theory" with the exploration of newspaper profit model and making full use of the advantage of digital resources in the network era, can provide a new profit model for the newspaper digital transformation. Along with the change of newspaper development environment, China newspaper industry entered a new period of development, the newspaper group should take this opportunity to open up new profit model, seize the opportunity to make the digital transformation of the newspaper, and get greater development for newspaper group. In the process of digital transformation, the traditional newspaper industry continue to explore the newspaper industry profit model under the digital background, meet the challenges, in order to promote the newspaper publishing industry achieves sustained, healthy and stable development.