A Study Of The Transformation Of The Newspaper Media Under The Background Of New Media

The development of the Internet, especially the mobile Internet, has changed the old media ecology. It brings a heavy blow to the traditional newspaper media. The loss of readers, the recession of advertisement, and the downturn of traditional newspaper industry market, make the press seeking a way out by transformation becomes a fact beyond all dispute. But when it comes to how to transition, or how to deal with the new media, public opinions are divergent.This paper will sort out the current transformation paths of the newspaper industry, from which to sum up five different ideas. On the basis of the analysis of these five kinds of transformation ideas, I propose that what the newspaper media needs is thorough transformation, not just improvement. In the process of transformation, the biggest problem facing the newspaper industry is the copyright of news. Paper media have tried to build new media businesses again and again, but all the effects were invain as the influence can not be successfully transformed into profitability. To solve this problem, it is necessary to put the news copyright in the first place. And this issue has not been referred to the proper height in the current research.This paper will use SWOT method to relocate the paper media swept by new media and suggests that the life-and-death situation newspaper media facing lies in its substitutability. It determines that the best way to transition is thorough transformation, without the form of “paper”. The failure of the attempts to new media is due to the inadequate protection of news copyright. We should take news copyright as core and retrieve the true value of the news content, based on the analysis on the causes of news copyright chaos. According to this, we can plan the transformation route of newspaper media in the new media environment.