A key criterion to measure the success of media in transition is whether it can sustain commercial growth while benefiting society. Compared to other enterprises, which make commercial interests the top consideration, media organizations should care more about their responsibility to social and public interests. Traditional media should realize the challenges ahead. Companies should be prepared to face declining demand for print publications, sales and distribution, and adjust their personnel structure accordingly. The transition of mass media into the digital age will lead to significant changes in advertising. Ads in newspapers and magazines will see a dramatic decline, but at the same time the rise of Internet-based news portals will provide more diverse platforms and formats for advertising.

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