On the Equal Importance of Content-provider and Media Technique:Strategy of Developing Traditional Mass Media in the Context of New Media Age

As a consequence of global economic crisis and the competition of new media especially the Internet,the traditional media especially newspaper is caught in the crisis for survival.Facing the overgrown media ecological scene,which should be more valued:as a content-provider or as a sophisticated media technique? In fact,both are indispensible to the mass media for survival and for actualizing economic and social functions.The present paper discussed the dual importance of content and channel and how they can be integrated in consideration of the status quo of the Chinese journalism and the trend of integrating the traditional and novel media,hoping to throw light on China's traditional media reform.