【正文】 的信息都是以手機(jī)短信、視頻、即時(shí)通訊(和MSN)等新媒介迅速傳播，展示了災(zāi)區(qū)各個(gè)方面的信息，尤其是展現(xiàn)了一些個(gè)人化的珍貴體驗(yàn)。傳統(tǒng)媒介必須更新觀念，建立媒體融合的思維，開辟新路，積極適應(yīng)傳播媒介的生態(tài)環(huán)境和受眾需求。同時(shí)建立信息采集者的角色多樣化觀念，如受眾也可以充當(dāng)信息采集者。再次，報(bào)紙媒介的從業(yè)人員要建立“報(bào)”而不一定“紙”的多媒體傳播觀念。也許有一天，作為紙媒的報(bào)紙真的消失了，但報(bào)社及其從業(yè)人員不會(huì)消失，只不過他們的工作有所變化，不是把新聞放在新聞紙上，而是把新聞置于多種數(shù)字媒體上。中國人民大學(xué)蔡雯教授認(rèn)為，媒介融合之后需要兩類新型人才：一是能夠在多媒體集團(tuán)中進(jìn)行整合傳播策劃的高層次管理人才；二是能夠運(yùn)用多種技術(shù)工具的全能型記者編輯。這類人才必須具備的素質(zhì)是懂技術(shù)、懂新聞、懂管理，但此類人才通過高校培養(yǎng)成功的可能性很小，一般是有著豐富新聞實(shí)務(wù)經(jīng)驗(yàn)、在多種媒體工作過的從業(yè)人員中成長起來的可能性比較大。西方媒體冠之以“超級(jí)記者”、“背包記者”、“行動(dòng)記者隊(duì)”等多種稱號(hào)。體制創(chuàng)新。在符合我國國情的基礎(chǔ)上，積極借鑒國外成功的體制范例，促進(jìn)我國媒介融合的進(jìn)程。因此，具有雙重性質(zhì)的報(bào)業(yè)在經(jīng)營與管理方面仍然面臨著一系列的問題。報(bào)紙媒介進(jìn)行媒介融合，必須進(jìn)行體制的改革，建立報(bào)業(yè)集團(tuán)及其一整套經(jīng)營與管理體制，才能真正實(shí)現(xiàn)報(bào)紙的市場(chǎng)化運(yùn)營模式。其深層次原因主要在于我國的媒介體制。如目前我國除中國網(wǎng)通的主體網(wǎng)之外，還有中國聯(lián)通、廣電、鐵道和電力等部門建設(shè)的傳輸網(wǎng)絡(luò)，要真正實(shí)現(xiàn)三網(wǎng)融合，國家必須出臺(tái)相關(guān)的政策措施，既調(diào)整行業(yè)內(nèi)運(yùn)營體制，同時(shí)改進(jìn)行業(yè)之間的運(yùn)行體制，使之相互融合之時(shí)能減少障礙與摩擦。 內(nèi)容的實(shí)現(xiàn)新舊媒體的優(yōu)勢(shì)互補(bǔ)報(bào)刊的內(nèi)容是吸引讀者的核心要素?！皾M足受眾需求并與其產(chǎn)生互動(dòng)”使許多成功變革的報(bào)刊得到更多關(guān)注，在“眼球經(jīng)濟(jì)”中眾多報(bào)刊充分發(fā)掘自身優(yōu)質(zhì)資源，并將品牌優(yōu)勢(shì)揮到最大，從而贏得更多、更廣的發(fā)展空間。但將新媒體與傳統(tǒng)報(bào)刊仔細(xì)比較分析后卻會(huì)發(fā)現(xiàn)，無論在信息傳播的內(nèi)容上，還是在形態(tài)上二者之間都存在著巨大差異。許多垃圾信息的侵入，致使讀者很難在海量的信息中迅速查閱到關(guān)鍵條目，對(duì)有效閱讀造成了障礙。相比之下，傳統(tǒng)報(bào)刊等傳播的信息都經(jīng)過編輯嚴(yán)格篩選加工、專職人員校對(duì)，層層審核，特別是大量的信息源自報(bào)刊社記者一線采訪后形成深入的分析報(bào)道，由此呈獻(xiàn)給讀者的往往是脈絡(luò)清晰、翔實(shí)可靠、有理有據(jù)的內(nèi)容。在內(nèi)容生產(chǎn)方面的這些優(yōu)勢(shì)，決定了傳統(tǒng)報(bào)刊在新媒體競(jìng)爭(zhēng)環(huán)境下仍能利用適合自身的生存戰(zhàn)略發(fā)展壯大。在新舊傳媒各自優(yōu)勢(shì)的推動(dòng)下，傳統(tǒng)報(bào)刊不僅能夠獲取更多、更廣的信息源，得到更實(shí)時(shí)、更豐富的傳播方式，而且能夠?yàn)樽x者提供更廣泛的延伸閱讀，并得到更為多樣化的意見建議反饋。 塑造報(bào)紙品牌的品牌形象正如《齊魯晚報(bào)》辦報(bào)宗旨：“不求取代別人，只求別人不可取代”。這既是一種已經(jīng)成熟的品牌形象，也是辦報(bào)宗旨的體現(xiàn)，是其他都無法取代的。報(bào)紙定位成功與否，是編輯部工作人員的素質(zhì)與洞察力的體現(xiàn)。優(yōu)化報(bào)紙的采編人員，是一項(xiàng)關(guān)鍵措施。打破區(qū)域性經(jīng)營又不拋棄區(qū)域經(jīng)營，面對(duì)信息的全球化，著眼于區(qū)域化報(bào)道已無法滿足被因特網(wǎng)“慣壞”的受眾視野。全球化和政治對(duì)經(jīng)濟(jì)的影響進(jìn)而對(duì)區(qū)域經(jīng)濟(jì)的影響，打破區(qū)域性經(jīng)營是一種市場(chǎng)要求，是對(duì)報(bào)紙重新定位時(shí)必要的視角擴(kuò)張，是樹立報(bào)紙品牌形象的一種宏觀判斷。在日?qǐng)?bào)類，重點(diǎn)突出信息量大這一特點(diǎn)。在周報(bào)類，重點(diǎn)放在深度報(bào)道和評(píng)論上，以深刻、客觀、精辟的見解來引導(dǎo)社會(huì)輿論的健康發(fā)展。而晚報(bào)類則是以服務(wù)類為主。如“舊聞”報(bào)紙——挖掘歷史性事件這些都是發(fā)展的趨勢(shì)，都可以成為網(wǎng)絡(luò)時(shí)代下報(bào)紙改革的功能專業(yè)化即“窄化”的一種發(fā)展趨勢(shì)。報(bào)紙盡可能為自己增設(shè)定期副刊，來幫助讀者解決此類困惑，關(guān)注讀者的健康，為自己樹立良好的公眾形象，提升自己的美譽(yù)度，從人性角度來鞏固自己的品牌形象，面對(duì)人類對(duì)高質(zhì)量生活的要求和每年定期的旅游節(jié)，副刊承擔(dān)起此類介紹工作，也是對(duì)報(bào)紙品牌的樹立與鞏固。因此，報(bào)紙的改革與發(fā)展，成就的將是報(bào)紙的品牌化消費(fèi)。致謝辭本論文是在導(dǎo)師侯學(xué)博老師的精心指導(dǎo)下完成的。感謝山東科技大學(xué)經(jīng)濟(jì)管理學(xué)院每一位關(guān)心、愛護(hù)和鼓勵(lì)我進(jìn)步的老師。最后向安徽合肥省派爾酒店集團(tuán)的各位領(lǐng)導(dǎo)和員工表示衷心的感謝，正是在他們的幫助和支持下，我才得以順利地完成了本篇論文的寫作。[9]保羅 (b) words closely associated with hightech。 (d) different words with similar meaning. Examples (a) twodays off “shuangxiuri”。 cellular phone “dage da” (c) thinktank “zhinang tuan”。 talk。urge。note。cmphasize。continue。add () English newspapers and magazines help students’ confidence in understanding and using new and useful vocabulary. Moreover, they can enable students to use the appropriate words to talk about the hottest topics in our daily life. And no doubt, they illustrate to their readers some word usage that cannot be found even in English dictionaries. Hence, It cannot be argued that it isn’t very beneficial for students to browse regularly in some English newspapers and magazines.2. Varied Language Level From any newspaper or magazine, students discover that it has a controlled amount of vocabulary and grammar usage considered as “just right” for its intended readers. Therefore, reader can choose the one that is a little bit above their own language level. Besides, a careful reader will find that even within the same paper, some articles are at a lower language level while others are more difficult. For example, in English Language Learning, reading materials are divided into four categories according to their language level, namely B (stands for “beginning”), I (stands for “intermediate”), C(stands for “college”) and A (stands for “advanced”). Readers with a mand of 2000, 3000, 4000, or 6000 English vocabulary can choose to read materials marked B, I, C and A respectively. The reader chooses the articles he or she thinks can be easily understood and enjoyed, 21st CENTURY is another choice for reader like university students, with its focus on news, culture and English language learning. The language level is adjusted for its intended readers。 CATCH THE WORD。 ENGLISH FOR ALL。 LANGUAGE LEARNER’S MAILBAG. It could be foolhardy to push aside this very helpful friend.3. Articles of Different Lengths It is fairly easy to see that both newspapers and magazines contain articles of lengths. Some consist of only about one hundred words, for instance: selection of outstanding novels, speeches. Therefore, depending on the time and need of students, the teacher is free enough to help students to budget their reading plan.4. Interesting Topics and Rich Information Newspaper and magazine articles often try to attract readers’ attention with catchy headlines and titles giving clues to the main ideas of the articles. Readers can therefore skim through the pages choosing the things they’re interested in, while sometimes they can scan for the needed information. For example, it is tempting for readers to stories like BARSABUZZ IN BEIJING, THREE WOMEN INFLUENCE CLINTON, FRIM OPEN ROAD TO INTERNET. Most college students are in the late teens and early twenties, therefore interesting topics and authentic stories often suit their tastes of reading. Moreover , owing to the presence of various papular topics and wide coverage of knowledge and convenience of obtaining them newspapers and magazines always provide rich and municative information era like today, those who have quickest access to information often remain unbeatable. The countless valuable information in these readings makes us feel more confident and successful. If students keep on reading them, their capacity of prehension will been boosted, their knowledge will be enriched.5. Convenience and Reasonable Price Bookstores, libraries, reading rooms, postoffices and Internet all open their doors for eager readers. English newspapers and magazines are within readers’ easy reach. What is more, readers sometimes feel rather helpless to stand in front of piles of books in the store, for they cannot afford to buy some of the books they like. Books tagged with price about ten yuan are considered as the cheapest ones. This is especially a headache for students, who in most cases get very little or even no ine at all. It is therefore suggested here that like and subscribe to it. The following examples can give them confidence and courage :Beijing review, yuan per copy。 The World of English, 5 yuan 。 Teaching English in China, 4 y