| Under the background of Internet,the pattern and communication chain of traditional media have changed greatly.Promoting the integration of traditional media and new media is not only a way to survive in the media industry,but also a strategic measure to consolidate the ideological and cultural positions and expand the mainstream opinion.As the mouthpiece of Jiangxi provincial party committee,Jiangxi daily deeply understanding to promote the development of traditional media and new media fusion,is to improve the force of mainstream media and to realize the transformation and upgrade development of the important measures.Carding the status quo of Jiangxi daily found that building the media center and making the characteristics of new media,mobile news of Jiangxi province,Jiangxi mobile web development,web and print media merger,Jiangxi daily has formed a multi-level or multi-part of mainstream media matrix,with newspaper,magazine,website,weibo,micro letter,outdoor,mobile news,mobile client and other eight kinds of media forms,covering the total number of more than 25 million users.Based on the analysis of the present situation of Jiangxi daily newspaper,it can be found that there are many obstacles in the development of media convergence.One is a large gap,such as Guangzhou daily media convergence projects by local finance support for 350 million,besides,the Shanghai newspaper carefully introduced news APP "surge" whose upfront investment is about 400 million yuan that is grant-in-aid.However,Jiangxi daily has to raise the institution by itself,especially in recent years,the metropolis newspaper has been declining bluffly,which really impacts on Jiangxi daily.all on their own in the process of media convergence,it is difficult to bear such a huge investment;Second,the research and development power are both insufficient.Jiangxi daily does not have the core technology and platform,what’s worse,it has limited mechanism system,which is difficult to introduce suitable creative talents to enhance the research and development power.Third,the profit model is unclear,the revenues of traditional newspapers mainly derive from advertisement and distribution,while the revenue of new media is not clear and stable.The lack of funds,lack of research and development,and unclear profit model resulted in the "integration and disintegration" of Jiangxi daily newspaper in the process of media integration.Furthermore,summarizing the typical cases,it found that Guangzhou daily newspaper established the whole media center to promote the integration of platform,content,resources and technology,and effectively solved the "integration and disintegration";Zhejiang daily media has built its own strong technical team and built a financing platform with self-built platform and self-built terminal,effectively cracked the dilemma of technology block andfinancing source.To create a new media enterprise,the People’s Daily online singled out from the People’s Daily agency,becoming a relatively independent unit in financial and institutional aspects,and listing on the stock market,bring sufficient funds for its media fusion strategy,all of which provided reference for the media fusion innovation of Jiangxi daily newspaper.Therefore,development of the Jiangxi daily media fusion also needs to change ideas,completing the switch from the thought of newspaper to that of users,Jiangxi daily should not only integrate new media,moreover,it should let itself become a new media;In addition,we need to strengthen the technological innovation and refine the series of measures,further strengthen the brand awareness of traditional mainstream media,and enhance the authority and credibility of traditional mainstream media. |
