Murdoch Holding, "times Change

The technology of digital and internet make the development of the new media, which include the internet meida based on the internet, e-paper, digital TV, and so on. The new media are more quicker, and this has detrimental effects on the development of the traditional media, especilly the newspaper, which make newspaper's circulation fell off sharply. Therefore, some newspaper decide to make reformation. This paper just discuss the changes of The Times after Rupert·Murdoch holding this newspaper. Then, we analyse these changes with the theory of Communication and Marketing, and try to give some suggestions for the development of China press.First, it is an overview of the developing history of The Times. The Times has five owners during its 224 years of developing, and it was regarded as the most importance newspaper in the U.K. In this chapter, we mainly study the birth of this newspaper and its five owners. After The Times held by Murdoch, the new media appear. Compared with the three traditional media named newspaper, books and magazines, broadcast and television, the new media has its new feature, it is quicker, more interactive, ect. Therefore, it will make bad effects to newspaper, and it is hard to live long for newspaper. The newspaper should make changes, in order to attract more readers.Second, we discuss the changes of The Times from three aspects, which is the key part of this paper,. First, in order to attract more audience, The Times is promoted to revolute from two points, newspaper designing and the content. Then , we study the strategies from the point of Marketing. Under the effection of the new meida, The Times begin to pay more attention on brand, and make more strategies of maketing. At last, we introduce some other strategies of The Times, including using advanced technology and employing talented people.At the last section, we try to give some suggestions for the development of China press.