“全媒体”对报业而言已不再是什么新鲜词。目前,报业全媒体拓展如火如荼,呈现出多种样态,对全媒体的展望与畅想也为中国报业勾勒了无限美景。但是从媒介实践看,理想与现实之间距离尚存,三个不容回避的问题伴随着实践的深入,紧迫地提到了转型议程上来,成为全媒体未 “All media ” is no longer a new word for the press. At present, the press all-media expansion in full swing, showing a variety of patterns, the media’s vision and vision also outline the infinite beauty of the Chinese newspaper industry. However, from the perspective of media practice, the distance between ideal and reality still exists. The three unavoidable problems, along with the deepening of practice, urgently referred to the transition agenda and the failure of all media