Study On The Newspaper Advertisement Interaction In The Context Of Media Convergence

newspaper business suffers a cliff-like drop due to the great innovation caused by the successive new technologies and media.New technologies endue new media with convenient methods for information transmission,efficient interaction ways for transferring and accepting information and more choices.Developing on the basis of various techniques,the new media gradually begin to have the tendency of multifunctional integration,which was initially addressed as "Media Convergence" by Professor Pool of MIT.Influenced by this,traditional forms of media including newspaper,broadcasting and television are also engaged in the tide of media convergence.Currently,newspaper advertisement remains to be the fairly important source of income for paper media.In the context of media convergence,it is particularly significant to discuss the new problems in newspaper advertisement management,especially the interaction ways for transferring and accepting information which have direct influence on the effect of the advertisements,(The advertisements referred to in this paper consist not only of the traditional print advertisement,but also various business activities experimentally promoted by newspapers.)The concepts of "user-led" and "audience-centered" are becoming more and more obvious.The interacted tansmission represented by cyber advertisement and interacted marketing is gaining unprecedented attention.However,regarding the interacted transmission of media advertisement,currently more attention is directed to the practices rather than to the theory study,especially in the field of newspaper,and in-depth theoretical analysis and guide are rare too.By employing the research methods of theoretical analysis,text analysis and practical use and combining the theories in journalism and communication,psychology,advertising and sociology,this paper analyzes the media integration development,the interaction characteristic of the new media and the various elements and conditions for promoting the effect of advertisement,discusses the practical limitation against newspaper advertisement business activities and suggests the ways out.By laying emphases on the probe into the newspaper's possible optimizing methods in the aspect of advertisement interaction,this paper tries to put forward feasible strategies to promote the effect of the newspaper advertisement business.