当前,新媒体发展红红火火,对报纸造成了全方位的冲击与挑战,主要表现为广告收益减少、读者大量流失、发行量下降、市场萎缩等诸多难题。传统报纸如何应对新媒体挑战?笔者认为,必须深刻理解新媒体和传统媒体之间的关系,并在宏观层面实行一体化战略,在微观层面实行多元化战术。 At present, the rapid development of new media poses a full-scale impact and challenge to newspapers. The problems are mainly the decrease of advertising revenue, the loss of readers, the declining circulation and the shrinking of the market. How to deal with the challenges of new media in traditional newspapers? In my opinion, we must profoundly understand the relationship between new media and traditional media, and implement the integrated strategy at the macro level to implement diversified tactics at the micro level.