Abstract: The vigorous development of new media technology has brought opportunities and challenges to academic journals. By analyzing the communication characteristics of different new media platforms,this paper expounds the dilemma faced by traditional media,and puts forward that academic journals should combine their own characteristics,make use of the communication advantages of different media platforms,find a breakthrough suitable for mass media,and carry out targeted publicity and promotion to achieve the sustainable development of journals under the new media environment.

Key words: new media, dilemma, sustainable development