从2007年起,“唱衰”纸媒的论调便已经此起彼伏,然而经过新媒体技术和形式的进步,传统纸媒尤其是非党报的生活类媒体,的确已经走入困境,广告量降低、阅读群体减少、发行覆盖范围萎缩,的确让传统媒体人遇到了寒冬劣势。在寻求突破的尝试中,很多纸媒通过调整版面和栏目设置,寻求内容创新,或与新媒体相结合,寻求道路创新,都取得了不俗的成绩。 Since 2007, the arguments of “bad news” have come one after another. However, with the progress of new media technologies and forms, the traditional paper media, especially non-party life media, have really come into a dilemma and the advertising volume has dropped. Reading groups Reduce the issue of shrinking coverage, indeed for traditional media people encountered a winter’s disadvantage. Among the attempts to find a breakthrough, many paper media achieved good results by adjusting layout and column settings, seeking content innovation, or integrating with new media to seek road innovation.