The Prospect And Countermeasures Of Traditional Publishing Under The Impact Of Internet Media

With the continuous advancement of computer technology and the increasingly expansion of the Internet,especially with the content resources playing a more and more prominent role in the development of the Internet,the online publishing activities has become one of the important Internet behaviors.The Internet media has become the fourth media,following the newspaper and periodical,radio and television.People's reading habits,as well as their accesses to information,have also changed with the emergence of the new media.The marketing foundation of traditional publishing is undergoing grave impact.The rise of network technology and its impact on traditional publishing has promoted the publishing industry to transfer to the digital age,which ushered in the publishing industry's third revolution.This paper aims to fred out the ways of competition and cooperation through the research on this subject for the traditional media under the impact of the Internet media,hence to advance the transformations and reforms of the traditional media and the joint development of the two.Investigations on a great deal of data and a number of cases were carried out.With the combination of communication theories, this paper concludes and expatiates the impact of the Internet media on the traditional media.It keeps a proper perspective of the pattern of cooperation prospects for the two,holding that the integration of the Internet media and the traditional media is a general trend,and puts forward a number of feasible suggestions on the countermeasures of traditional publishing under the impact of the Internet media from two different perspectives of competition and cooperation strategy.