央视市场研究公司对受众媒体接触情况的调查数据,清晰地显示了新兴媒体崛起对报业的颠覆性冲击:2001年至2009年,报纸的日到达率从71.2%下降到64.9%;同期,互联网的日到达率则从5.9%上升至36.9%。更需要引起注意的是,新媒体在受众层面的争夺,深刻地改变了报纸读者的结构:2005年至2009年的4年中, Survey data on CCTV’s market access to the audience media clearly shows the disruptive impact of the rise of new media on the newspaper industry: from 2001 to 2009, the daily arrival rate of newspapers dropped from 71.2% to 64.9%; in the same period, the Internet Daily arrival rate increased from 5.9% to 36.9%. What needs more attention is that the competition for the new media at the audience level has profoundly changed the structure of newspaper readers: in the four years from 2005 to 2009,