Abstract:        The emergence of new media has brought unprecedented opportunities for the development of local university journals,such as the expansion of the audience, the creation of new working modes, and better interaction and exchange among editors, authors,readers and reviewers. But, it has also made the journals face problems and challenges such as the lack of innovative spirit, the weak concept and consciousness of digitalization, the lack of complex editing talent, and limited material security and policy support from the universities. Journals should actively face the challenges and seize the opportunities, insist on content-based construction, realize the diversification and integration of the publication forms, make full use of the interactive features of the new media communication,promote the influence of the published papers, keep high quality editing style, and create a compound editing team to achieve a sustainable, stable and healthy development of the journal.

Key words: Omnimedia era, challenges, opportunities, innovation, development