论新媒体时代下报纸的发展策略
关键词：新媒体；报纸；机遇；挑战；发展策略
Analysis the Development Strategy of Newspaper
under the New Media Age
Abstract: In this age that known as the "information explosion", the spread of new media’s advantages that is convenient, flexible, interactive strong bring unprecedented challenges to the development of the newspaper. Firstly, this article brush up the present situation of the newspaper development under the new media age .Then emphatically analyzes the challenges of the new media environment to newspapers bring, such as resulting in the loss of newspaper readers is serious, carving up the newspaper advertising share, etc. Thirdly, this article discusses the opportunities were brought by the new media environment to newspapers, for example, using the two-dimensional bar code and Micro-blog bonus points for the newspaper, using "effect of pumpkin" to stimulate the potential of newspaper and so on. Finally, on this basis puts forward the strategy of the newspaper development under the new media age, such as giving full play to the advantages of newspaper itself, paying attention to innovation, actively and cooperate with new media, etc.
Key Words: new media;newspaper;opportunity;challenge;developing strategy
摘 要 1
Abstract 1
一、新媒体环境下报纸的发展现状 2
二、新媒体环境给报纸带来的挑战 3
（一）报纸的时效性再次成为劣势 3
（二）报纸的读者流失严重 3
（三）报纸的广告份额受到瓜分 4
三、新媒体环境给报纸带来的机遇 4
（一）二文码让报纸有了“动力” 4
（二）用微博给报纸“加分” 5
（三）新媒体激发了报纸的潜力 6
四、新媒体时代报纸的发展策略探析 6
（一）扬长避短，巩固提高自身优势 6
（二）提高报纸的可读性 7
（三）注重创新，避免同质化 9
（四）抓住机遇，积极与新媒体合作 9
参考文献 11
论新媒体时代下报纸的发展策略
在当今这个新媒体时代下，报纸的发展正遭遇着前所未有的尴尬：发行量下降，受众流失严重，影响力趋于式微。而与报纸的发展现状相反，新媒体则呈现出蓬勃的发展势头，它彻底打破了过去传统媒体的生存格局，也潜移默化的改变了媒介传播方式。可以说，新媒体时代的到来给报纸带来了巨大的压力，导致了世界范围内报纸市场各个层面出现不同层次的波动。因此，业界出现了报纸寒冬论的说法，甚至有人预言：报纸要灭亡了。在笔者看来，报纸作为一种沿袭多年的传统媒体，说灭亡有些夸大其词，但不可否认的是，报纸的发展已经到了瓶颈期。
一、新媒体环境下报纸的发展现状
早在20世纪90年代中期，受到多方面影响的美国报业陷入了有史以来最大的发展困境，发行量连续二十年呈下滑趋势，其中电子媒介给其带来的冲击最大。
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