Study On The Integration Development Of Traditional Media And New Media

Nowadays, with the diversified development of communicative media, the new media supported by network technology has gained an outburst of popularity. However, the status quo of traditional media is deeply threatened. The advantages of new media with high timely, wide spreading, huge informative and strongly interactive features are apparent, which bring the effect on altering the habit of traditional paper-readers and their identities unprecedentedly. They are no longer the simplex receivers but the spreaders who actively participate in releasing news. Under this circumstance, traditional media has no choice but cooperates with new media for a stable and profound development and new media can only yield its maximum benefit under the influence of the authority, public credibility and brand possessed by traditional media.This paper will analyze the development status, advantages and disadvantages of both paper media and new media in order to prove the necessity and feasibility of the cooperation. Based on the analysis of Yunnan Information Daily, this paper will put forward some effective suggestions on the cooperation of paper media and new media considering the characteristics and development of the case.