With the development of science and technology, the way of information dissemination is constantly updated, especially the appearance and development of online media has brought great challenges to paper media. How to deal with the challenges and get out of the predicament has become the focus of social research. This paper mainly analyzes the development status of paper media, discusses the comparative advantages of paper media and network media, and puts forward strategies suitable for the development of paper media. \x0d\\x0d\ Paper Keywords: strategic analysis of paper media in the Internet age \ x0d \ x0d \ 1. The development status of paper media under the background of network communication \ x0d \ x0d \ In recent years, the popularity of new media has brought great impact to traditional media. Especially since the emergence of network communication, the paper media represented by newspapers has inevitably entered the "cold winter" period. \ x0d \ x0d \ 201+065438 On February 22nd, the Blue Book of Global Media released by Beijing reported that from 2006 to 20 10, the annual comprehensive growth rate of the Internet continued to exceed 20%, while the daily circulation of global newspapers began in 2009. In China, the printing volume of newspapers and periodicals has also declined since 2008, showing a negative growth. In 2008, the national newspaper printing volume decreased by 2.46%, and in 2009 it decreased by 6.76%. \x0d\ For this reason, the major media around the world have adopted various ways to meet this challenge: in 2005, The New York Times laid off 5% of the company's total employees, and stopped publishing and operating its New York Sun in 2008; 65438+ In February of the same year, TRIBUNECo, the second largest newspaper group in the United States, announced its application for bankruptcy protection. The Christian Science Monitor, which has been running for more than 100 years, stopped publishing the print edition and changed to the online edition due to the impact of online media. In March, 2009, the Seattle Post of the United States completely stopped its print operation and changed to an electronic newspaper. \x0d\ However, with the rapid development of online media, these countermeasures are extremely passive and even have many negative effects. The author believes that in the new media era, if the paper media wants to find a way out, it must assess the situation: on the one hand, analyze the defects and shortcomings of online media communication; On the one hand, we should explore our comparative advantages and make up for our shortcomings. Only in this way can we seek our own long-term development in the new information dissemination era. \x0d\ x0d \ II。 Challenges faced by the paper media \ x0d \ x0d \ (1) Lack of timeliness \ x0d \ The timeliness of information dissemination in the paper media represented by newspapers and periodicals is not as good as that in the network media. Even if a "daily newspaper" is published once a day, it has to go through a series of processes such as interview, writing and review. Therefore, after some emergencies, newspaper reports often lag behind online reports. \x0d\ For example, after the Wenchuan earthquake in 2008, Xinhua News accurately reported for the first time in the afternoon of May 2008 14: 53, less than half an hour after the incident; 1999 At 5: 45 a.m. Beijing time on May 8, NATO bombed China's embassy in Yugoslavia, and Sina.com released a news flash at 6: 24 a.m., while the earliest paper media People's Daily published this report at 9: 44 that day. \x0d\ (II) The channels and forms of information collection and dissemination are single \x0d\ Newspapers, especially citizen newspapers such as evening papers and metropolis newspapers, are generally collected by journalists. They dig up news, interview news, and then write news reports, or readers provide clues, and then journalists conduct interviews and release news. In addition, press releases must also be strictly controlled by editors. Internet communication can not only send news through news web pages, but also spread information through forum posts, Weibo, blogs and other channels. For example, the "Zhou Jiugeng Incident" in 2008 and the "Li Gang Incident" in 20 10 were first exposed through online forums. At the same time, the paper media can only use words and pictures to report events, while the online media can use multimedia forms such as video and audio to combine words and pictures for all-round three-dimensional reporting, which has an absolute advantage in visual effects. \x0d\ (3) Less information \x0d\ First of all, due to the limitation of space, the information published by paper media is limited and there are not many kinds of information. The online media is weaker than the paper media, and the entry threshold for information release is lower, so it has a very large amount of information and can send some important information in time. During the period of 1998, the scandal between US President Bill Clinton and Lewinsky was published through an Internet blog by American freelance writer Matt Draghi. Therefore, because of its own limitations, online media has absolute advantages over paper media in information content. \x0d\ (4) Two-way interaction is poor \x0d\ As can be seen from the series of reports of NPC and CPPCC published by Xinhuanet in March 201February, netizens can also comment and discuss the events through the network for online reports of major news; Taking Tianya community posts as an example, we can get feedback from netizens in time when posting and discussing important social issues. Moreover, in network communication, the sender and receiver are in a relatively equal and peer-to-peer relationship, and the information publisher and receiver can convert each other, so the two-way interaction of information communication is obvious. The paper media belongs to one-to-many information dissemination media. Due to the nature of the media itself, the interaction with the audience is not timely enough and the corresponding feedback is lacking, which further affects the information dissemination quality of the paper media. \x0d\ (5) Backward information retrieval methods \x0d\ At this stage, the network search engine is increasingly developed, and it is very convenient and fast for the audience to search information through the network. The paper media has fallen behind in information retrieval. \x0d\ x0d \ III。 Comparative advantage of paper media over network communication \ x0d \ x0d \ (1) Paper media has the advantage of credibility \ x0d \ As mentioned in the previous paragraph, network communication has the advantages of low threshold, large amount of information and strong interaction between sender and receiver, but this feature also brings great negative effects: on the one hand, the quality of information is not high, on the other hand, false news is repeatedly banned in network communication. \x0d\ is different from a newspaper. Newspapers have a long history of distribution and operation, and the management system of newspaper operation is very mature around the world. In addition, newspapers and periodicals in our country mostly adopt enterprise management mode, and each administrative region has a large media group controlled by party newspapers and periodicals. In addition, the perfect management mode and accountability system have greatly enhanced the credibility of the paper media.