raditional media and new media provide different services through different diffuse methods. Newspaper as a kind of traditional media, there was a clear boundary between diffuse and consumers, and consumers were used to rarely involved in the process of production and distribution. The news media was altered from the previous national strategic subordination to the national strategic dominance. Especially with the emergence of new media, digital media, information dissemination, communication development by the linear structure of newspapers, radio and television network structure becomes spread from one-way communication into a two-way interactive communication, making information spread to become a true sense of the mass media. Thus, it is time for newspapers to take actions to deal with digitalization in order to satisfy the audience demand (Hesmondhalgh, 2013: 356). As we all know, in the past few years, along with the prevalent use of digital technology and the Internet, the way that audiences acquire information was changed (Lei, 2010: 3).
Owing to the emergence of Web2.0, some organizations began to take advantage of Web 2.0, such as social networking sites or microblogging which can help or-ganizations to develop public relationships, saving financial cost, enhancing crea-tivity, as well as strength customer retention (Keyes, 2013, p.37). Customers are gradually staying away from traditional media such as newspaper and magazines which used to dominate our society, in the meantime, they were exploring new media to search for information (Mangold and Faulds, 2009). Based on a survey conducted by Foux (2006), in the modern society, they consider social media as a rather trustworthy source of information than traditional communication tool and instrument of marketing.
As a matter of fact, as old media was threatened by Web 2.0 which can make a lot of contributions, a growing number of newspaper publishers were forced to stop publishing the print in hard copy, some of them launched their websites for alter-nating the dilemma situation, while others went bankrupt directly. For example, on March 16, 2009, Seattle Post-Intelligencer, which is an American newspaper pub-lisher founded in 1863, announced that the following day’s edition would be the final one in print (Richman & James, 2009). In the same year, The Christian Science Monitor ceased to publish their daily print version and began concentrating on the web publishing (Ting & Yanhong, 2012: 153). Besides, on 8th September, 2010, Arthur Ochs Sulzberger. Jr, who is the chairman of New York Times, said that someday in the future we would be forced to cease publishing paper-based newspapers (Fallon, 2010). In China, China Business News announced to go into liquidation because of the poor management and depressed market, and China Business News also becomes the first national newspaper in China that went bank-rupt (Ting & Yanhong, 2012: 154).
Due to the dilemma situation of Chinese newspapers, some disputes like ‘the theory of demise’ and ‘the theory of downfall’ in newspaper industry appeared in 2005 and 2006. Jianming Liu (2006), who is the professor in Tsinghua University, predicted “newspapers will become incurable after 30 years” (Lei, 2010: 43). Additionally, Haimin Wu (2005), the editor in chief in Beijing Times, pointed out that “the year of 2005 would
