The Research Into The Integration Of Chinese Traditional Sports Periodicals And New Media

Traditional sports periodical has been an important part of Chinese periodical market. In recent years, due to the development of new media, the development of the traditional sports periodicals has been in a certain predicament. The new media brought new changes into the audience's way of reading. Therefore, considering the characteristics of new media, it has practical significance to explore the strategy of the traditional sports periodicals to deal with the new situation. This dissertation mainly includes literature research method, empirical research method and comparative research method. Firstly, this paper starts with contacting with the relevant research of the integration of traditional and new media. Meanwhile, this conclusion is regarded as an important reference for the discussion. Then,with communication theory as the guidance, the article concentrates the traditional sports journals and analyzes the current situation of the development of new media, emphatically grasp features of two different media, as traditional sports journals development breakthrough of key considerations. Finally, based on the new media practice of existing sports journals, dissertation figure out that keeping the advantage of content is the wise strategy for traditional sports journals to face the new media challenge.