近几年来,我国报业发展环境迅速变化。主要体现在两个方面,一是经济增长放慢对媒体发展产生影响;二是媒体格局变化对传统媒体产生较大冲击。面对发展的新环境、新情况,报业的危机感大大增强,并积极思考应对之策。环境的两个方面,虽然同时作用于报业,但产生影响的大小不同。笔者认为,报业广告下滑,新媒体是主要原因。为什么这样说?目前,我国的经济增长虽然减速,但毕竟还保持较快增长。按照常理,报业广告也应该是增长 In recent years, the rapid development of China’s newspaper industry has changed. Mainly reflected in two aspects, one is the slowdown in economic growth have an impact on the development of the media; the second is the media landscape changes have a greater impact on traditional media. Faced with the new environment for development, the new situation, the sense of crisis in the newspaper industry has been greatly enhanced and the policy of coping has been actively considered. Both aspects of the environment, although acting on the press at the same time, have different sizes. The author believes that the decline of newspaper ads, the new media is the main reason. Why say so? At present, although China’s economic growth has slowed down, it still maintained rapid growth after all. According to common sense, newspaper advertising should also be growth