Research On The Development Strategy Of The Digital Transformation Of Newspaper In The Era Of Media Convergence

At the beginning of the twenty-first Century, the famous American scholar Meyer proposed "the newspaper extinction", according to the present situation of China newspaper Professor Yu Guoming proposed "inflection point",JINGWAH times, former president Wu Haimin put forward "winter theory". The emergence of the Internet and its derivatives make media convergence be more sharp.Due to the network management system is backward, the impact of new media, the diversity of user needs, agenda setting and other reasons,newspaper that strong existence for over 400 years first feel a deep sense of crisis. The newspaper foundation damaged: the issue of number decline and the revenue of advertising sharp drop;communication failure; the deep and speed of content is imbalance. With absolute advantage in the dissemination effect and the function of public opinion on the traditional media, The newspaper, has been in the context of media convergence ahead.The digital transformation of the newspaper began in the middle of 1980 s, after twenty-first Century, the speed of China newspaper digital transition was fast, transformation into a new stage, there are three main modes: the content of the newspaper moved to the new media; newspapers turn into digital newspaper; newspaper create an independence digital newspaper. This stage can be seen as the Chinese newspaper that facing severe form from the passive to active response, and a process that China newspaper combine into new media. The newspaper has made no small success in the digital transformation process: rich the mode of news communication, to cater to the audience reading habits; broaden the distribution channels, reduce marketing costs; enhance the value of information, deepen the newspaper brand influence, but also exposed some problems such as: lack of faith, the transformation of the concept practice difficultly; copyright protection was improper, which reduce the enthusiasm of the media workers; the level of technical and management philosophy was behind, can not be synchronized with the times.At the same time, in view of the problems in the digital transformation, also take corresponding measures to actively respond: stick the original advantage, keep the delicate content, broaden the means of communication, improve the technical level, train the talent team,Newspaper did not stop there, but make cooperate with TV, Internet, mobile terminal media, to create the high-quality media ecology that integrating and sharing resource,penetrating and amalgamating industry,which based on technology to change and to obtain maximum economic and social benefits.