“ To be or not to be”

1. “To be or not to be” traditional media facing the challenge of new media Facing the challenge of new media, traditional media should confront the question of “to be or not to be”. Xu,xuefei(snow)

2. About media What is traditional media? 1 2 The first “movable type” (printing press) books, newspapers and magazines Two more technological breakthroughs—radio and television—brought it to its top. What is new media? The second “movable type” (digital press) the Internet, digital and interactive TV and the next generation of mobile devices.

3. what kind of new media in the future? • Comparing with wooden boards, silk is new media; comparing with newspaper, radio is new media; comparing with TV, computer is new media... • "new media" is a relatively concept and we can't say what new media really like anytime anywhere is. The concept of "new media" is always in development. Human's wisdom is the greatest invention of the nature. Who knows what kind of new media we will have in the future?

4. new technology challenges • Digitization “ Press the mouse gets the news” • Interactivity “people write their own newspaper” • Globalization “People get news from all over the world” • Participation “everybody is reporter and editor”

5. Decline: problem of worldwide • traditional media themselves They can’t development themselves with development of modern society and new technology. • reader and audience reduced More and more people have taken e-mail and many also participate through a gateway to Netnews. Access via these community systems can be as easy as visiting the community library and membership is open to all who live in the community.

6. How to deal with • Maintain authority of traditional media Traditional media have traditional excellent feature and brand that have large influence; Traditional media have much resources include a large number of professional editors and experts they can produce professional news products that have their authorized standpoints. • Training customers who are loyal The habit of reading of Teenagers needs training. Traditional media must pay more attention to the potential reader from their childhood. As Teenagers are so interest in fashionable stuff so that Traditional media should keep up with the trend of development of internet. So building their online media is necessary. In this way, keora is advanced.

7. my wishes for the next decade • Let's give our new-product efforts the resources they need to win. • Let's engage users by turning our sites into interactive, customizable venues where users can contribute their own content. • Let's understand that community is about shared experience, and learn to help people share their experiences on our sites. • Let's learn to be guides and not gatekeepers. • Let's stop being Big-J Journalism bigots. • Let's learn from our competitors, especially Google and Yahoo.

8. Thank you! In the end The most important is let's to be. Not just because we want to, but because it's important that we do so.