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新媒体的特征之一是综合了多媒体的表现手段,相比于广电媒体,表现手段单一的传统纸质媒体如何作为?向新媒体投降,以极低的价格甚至无偿向新媒体供稿。这其实是比较失败的一类。正因为有这些传统媒体的存在,才成就了新浪网这类新媒体的巨无霸。传统媒体简单向新媒体授权,带来的是短期的利益和长久的受众流失、独创性损害。新媒体技术并不是新媒体的专利,传统纸媒同样可以利用新技术提升自己的内容整合能力和对受众的黏度。
One of the characteristics of the new media is the combination of multimedia performance means. Compared with the radio and television media, the traditional paper media with a single means of expression can surrender to new media and contribute to the new media at a very low price or even at a fee. This is actually a type of failure. It is precisely because of the existence of these traditional media, Sina achieved this new media giant. Traditional media simply authorized the new media, bringing short-term interests and long-term loss of the audience, originality damage. New media technology is not a patent for new media. Traditional media can also take advantage of new technologies to enhance their content integration capabilities and audiences’ visions.