The Study Of Newspapers' Industry Vitality Under New Media Environment

With the rapid development of electronic communication technology, the new media ,such as internet called the fourth media and mobile phone called the fifth one, is emerging in multitude.The newspapers are facing unprecedented challenges:some newspaper had ceased publication, advertisement distributary, the loss of young readers, newspapers'declination in economic benefits. In contrast, the new media shows strong the vigor and vitality ,and achieves remarkable success, not only the number of users, but also the advertising has increased enormously. In 2005, the press also experienced some pessimistic views ,some overseas media personnel even affirmed the withering away of newspapers.Does the rise of new media mean that the traditional newspapers will be gradually disappearing?How to strengthen their vitality under the new media environment? The research and exploration of the vitality of the newspapers are undoubtedly having an important theoretical and practical significance. In this paper, by means of analyzing the development of newspaper, the author want to express his idea that how to try to find the strategies to reform itself to adapt to the era of new media technology,and continue to survive and develop.This article is divided into three chapters. The first chapter noted the importance of a correct understanding of the current rise of new media, to square up the enormous challenges. And we must know and emphasize that the root causes of the newspapers'recession lies in the lack of reform and innovation, and the challenges from new media can not be ignored because it is the most important external cause for that.The chapter two aims to overthrow the argument that the newspaper will not be replaced by new media by means of analyzing of the newspaper's traditional advantages and the limitations of the new media.and point the newspaper will not be replaced by new media. The chapter three affirms newspapers, if it wants to survive and to develop , should focus on the content, brand and innovation to carry on the reform.The article concluded that: the so-called recession of newspapers means the recession situation of the United States, not the world,especially we do have great expectations of the Chinese newspapers'future. At the same time,facing the rapid development of new media, newspapers must be taken seriously, as long as enhance newspapers'value, and strengthen the advantages and avoid disadvantages, the newspaper is bound to be prosperous in another spring.