THE TRANSFORMATION AND DEVELOPMENT OF PAPER MEDIA IN THE NEW MEDIA ERA

The vigorous development of new media has brought significant impact and challenge to traditional paper media. New media has been welcomed and accepted by the masses due to its advantages of real-time, interactivity and communication, resulting in the declining market share of traditional paper media. Since people's demand for information is changing, achieving longterm development and progress under the background of significant social development changes is a problem that traditional paper media need to ponder. Traditional mediashould strictly control the quality ofnews content andbemore attractive for the readers, starting from transmission mode until information acquisition. They should also use the information age opportunities to strive to achieve innovation, increase income, consolidate and expand market share, and improve their business ability and industry competitiveness.