STUDY ON THE CROSS-MEDIA INTEGRATED MARKETING STRATEGY OF TRADITIONAL MAGAZINE
Abstract: With rapid development of E-zine, many of the traditional newspaper groups and traditional magazines have launched an electronic version of their paper-based publications. Rapid growth and development of new media make many paper-based media, for example, the traditional magazine undergoes a strong impact. Meanwhile, with the emergence and development of new media, information access methods and receiving terminal will become more diverse, which will provide more opportunities to distribution and reception of traditional magazine content. The rapid development of digital technology makes traditional magazine industry has brought unprecedented challenges and opportunities for transformation. In this context, what form the traditional journal will be used to deal with shocks of E-zine, and how to use of new technologies to ensure their own long-term development for survival and promote? At the same time, a large variety of media show convergence trends, TV, newspapers and other traditional media segments and have again moved toward a purposeful integration. Through functional integration of a variety of media applications make them achieve better communication and marketing results, and integration among the various media, so that they achieve benefit. If Media Group want to grow strong, they must accept to media integration and participate in cross-media cooperation. Facing of competition from new media magazine, the traditional magazines also need to use a variety of media resources to conduct the cross-media integrated marketing. To integrate material from various media resource and to rich marketing means will be the best method of facing the impact from new media.
Key words: E-zine ; New media ; Media convergence ; Cross-media ; Integrated marketing