Compared with traditional media

new media has three basic characters. First of all

communication media transfers from traditional media to Internet and mobile phone media. Secondly

organizational structure of new media is composed of three modes as content oriented

platform oriented and arithmetic oriented. Finally

new media is a relative and dynamic concept. There are many challenges in the integration process of academic journal and new media

such as changes from digitization

intensification to demassification

individuation

and transformation from content plus channels to content plus platform

reform from professional talents to comprehensive talent

revolution from structural reform to media institution modernization. There are variety choices for approaches of integration of academic journal and new media

such as public good media convergence mode which means build national digitization academic communication platform

marketization media convergence mode which creates platform media

professionalization media convergence mode which means the change from academic journal to academic media

clustering media convergence mode which means the change from academic journal to academic media and change of journal evaluation mode of media integration from quantitative evaluation system to comprehensive evaluation. Media integration is a revolution. We need to face it and considering the future.