From 2011 when the newspaper industry reached its peak to now，the newspaper industry has gone through a full 10-year decline. Advertising revenue dropped from 48.8 billion yuan in 2011 to 3.91 billion yuan in 2021. But at the same time，the newspaper industry is actively expanding new sources of revenue，and revenue other than advertising accounts for an increasing proportion of the total revenue. As a media product，the advertising value of newspaper is gradually returning to zero. Looking for other alternative sources of revenue，exploring new measures for newspaper industry transformation and summarizing the experience of integration and innovation have become the struggle direction of the newspaper industry in 2021，as well as in the past and for a long time in the future.