On the background of new media is growing up rapidly，the report takes the traditional and typical sports media China sports newspaper head as a case to analyze the media development environment it faces，suchas traditional print media retrogressing，national digital reading rategrowing，sports media industrydeveloping rapidly and put forwards some strategies to cope with the challenge，such as establishingbrand and professional advantages；changing the idea of content is king to adapt to the‘Internet +’；creating new media and network platform；constructing digital media convergence of publishing and internet；take the road of diversified development.