Study On The Integration Of Local Media And New Media

China the newspaper industry is in a changing era.In the complex environment,facing the rapid expansion and challenge of modern media,the traditional newspaper industry on how to further development of the crossroads.The transformation of development,is the only way out.But how to press transformation,after the transformation of how healthy operation,become the key to the traditional newspaper industry development.The combination of traditional and modern media,the media integration will be the best choice in today's traditional media transformation mode.At present,on the Internet,especially the huge impact on the mobile Internet users,especially young users are gradually abandoning the traditional media such as newspapers and television,and new media.The loss of users,advertisers abandon the traditional media commonly used "two sales" business model in the rapid collapse,followed by income and newspaper the profit has shrunk dramatically,or even a loss,more important is the backbone of traditional media is hard to cultivate a large number of loss,to the Internet enterprise and private enterprise culture media.Undoubtedly,like other industries,the development of the traditional media is the key talent,and the brain drain is in A fundamental solution,very embarrassing for the traditional media is facing "positions still,but the masses are not in it!" on paper media,more and more users no longer readnewspapers.With the transfer of a large number of users quickly to the new media represented in the mobile Internet,the guiding force of public opinion also seize the new position this ideology,otherwise the consequences will be very serious,this is the basic background of media integration is put forward.As a traditional local party newspaper Laiwu daily including the Laiwu daily,in the morning TV media of newspaper,after several years of development and reform,market depth,the weakness of traditional media more and more prominent,the newspaper's development has entered a new bottleneck,how to realize the integration of the Laiwu daily new media and traditional media.And how to better integration,the development of new media Laiwu daily to achieve true transformation,has become an important problem in the development of the Laiwu daily.This topic is based on the above background,firstly,the related theories,defines the concept of new media,new media development,the status and role of new media in the existing media pattern to distinguish,aware of all the future development of Laiwu daily will be faced with problems and difficulties,sort out the future development of ideas;secondly,combined with the practice,to further clarify the essence of media convergence.The coexistence of traditional and new media to fusion research,a clear grasp in the realization of essence of traditional media,new media,media convergence is found complementary extension and advantage resources,is conducive to the formation of efforts to build the market,make up a single media Its defects;finally,through a case study of Laiwu daily,systematic and comprehensive analysis of the current problems,the current biggest problem is not how to change,but how to develop,how to choose the method of media convergence.Through the research,found the Laiwu daily media fusion method,fusion for the traditional media to new media then,the development of all media to find a proper way,so as to better promote the development of the newspaper.The study concluded that the Laiwu daily,the fusion of traditional media and new media is not only a simple 1+1=2,the key is to achieve interoperability,integration channel through traditional media and new media in the process,set up in the overall operation of the Internet thinking and the integration of the concept,content,depth of integration from the technology,platform,management full range of maximum stimulate the vitality of traditional media and new media inside,press products fundamentally radiate new productivity in the new era,finally realize the transformation and development of Laiwu daily.