新媒体挑战下传统报业如何凸显传播优势

当前,新媒体在信息量、时效性及传播技术等方面的突出优势给传统报业带来了强大的冲击。传统报业要在日益激烈的媒体竞争中保持其在传播领域的地位,需要重视自身实力的提升,在报业品牌构建、传播内容的品质提高等方面深入研究、创新理念和方法;同时,传统报业要研究新媒体的传播优势和特点,积极与之合作,发挥报纸的资源优势,借鉴新媒体的技术优势,实现双方在传播领域的共同发展。

How to Prominent the Traditional Newspapers' Communication Advantages under the Challenge of New Media

At present,the outstanding advantage of the new media in the amount of information,timeliness,and dissemination of technology has brought a powerful impact on the traditional newspaper industry.In order to maintain its position in the communications field showing a trend of fierce competition,traditional newspaper media needs to focus on upgrading their strength,making a deep research and try to innovate ideas and approaches in the area of building the brand in the newspaper industry,improving the quality of the contents.Meanwhile,the traditional newspaper industry should study the new media’s spreading advantages and characteristics,and actively cooperate with them,exert the newspaper’s resources,draw lessons from new media technology,which will lead to mutual development in the field of communication.