浅析传统报纸如何面对新兴媒体的挑战

A Brief Analysis on Traditional Newspaper's Braving the Storm of New Media

2005年,中国报业受到了前所未有的挑战。由于新兴媒体的强烈冲击和传统报纸在时效性、直观性、现场感染力等方面的劣势,传统报纸停下了持续多年的上升步伐。传统报纸寻求新的生存之道必须扬长避短,通过报道内容的深度化、报道内容的聚合化、版面艺术的魅力化,将自己的优势放大,深挖自己的独特卖点。同时,要积极利用以网络为代表的新兴媒体的长处,积极向网络平台进军,通过报纸的仿真版、电子版不断更新来弥补其时效性的劣势。积极抓住“新兴媒体的应用和普及需要一个漫长的时间”这一宝贵时机,另辟蹊径,谋求创新,走出一条适合自己发展的道路。

In 2005, the Chinese newspaper industry has received the unprecedented challenge. As a result of the intense impact of the emerging media and the traditional newspaper＇s inferiority in time-limit, intuition, the scene power, the traditional newspaper slowed the rising pace. The traditional newspaper should seek for the new ways to enhance strong points and avoid weaknesses, through the report content depth, the report content polymerization, the page layout art charm, in order to utilize its advantage and excavate its own unique selling point. At the same time, it must learn from the strong point of emerging media with network as head and march to the network platform through the newspaper simulation version, the electronic version and unceasing renewal to make up its time-limited inferiority. It must hold this precious opportunity of ＂the emerging media application and the popularization＇ need long time＂, try another method, seek the innovation, and find out the suitable way of development.