Because the press is being marketed as well as enter wto , facing the competition of the transnational media enterprises , there some figures in the mass media , using the experience of developed countries for reference , raise an urgent question that horizontal & vertical concentration is largely favored as an important element of mass media . at the meantime , reform in china during the last 20 years has provided a favorite environment for this practice 随着国内媒介市场化进程的加快，以及中国加入wto ，媒介面临着实力雄厚的大型跨国传媒集团的挑战，一些有识之士借鉴国外媒体的发展经验，提出跨媒体传播势在必行，同时国内改革的大环境已为跨媒体传播的实现提供了操作空间。
