How to deal with the challenge of new media, the president of People's Daily has something to say.

With the development of information technology, new media has developed rapidly, which undoubtedly has a great impact on the survival and development of traditional media. Statistics show that the audience of new information media is increasing, while the readers of traditional media such as newspapers, radio and television are decreasing, especially newspapers. Facing the challenge of new media, where should traditional media go? Is it pessimistic and disappointed to surrender to the new media, or to give full play to its own advantages and actively respond to the challenges of the new media? Faced with such problems, the author believes that although the new media is fierce and poses a serious threat to the survival and development of traditional media, it does not mean that traditional media has lost all its advantages in dealing with the challenges of new media. Traditional media will continue to play an important role in the next few years. Today, with the rapid development of new media, traditional media should not be devastated, but should cheer up, give play to their own advantages, tap their potential and actively respond to the challenges of new media.

To actively respond to the challenges of new media, we must give full play to the traditional advantages of traditional media. In the era of rapid development of new media, one of the core advantages of traditional media is content production. Producing high-quality content is the magic weapon and key for traditional media to defeat the enemy. The advantages of traditional media in content production are mainly reflected in the originality and authority of the content published or broadcast by traditional media. As far as originality is concerned, the originality of new media is not as good as that of traditional media. Authoritative data show that although the rise of new media has crowded out the market of traditional media, a large number of original first reports still come from traditional media.