Abstract: The influence of an academic journal is fundamental to its development, which is under challenge posed by the integration of new media. To achieve long-term development, academic journals in universities must first focus on enhancing the influence. This paper discusses the mechanism of the improvement of influence of academic journals in the context of media integration and suggests that efforts be made in paper quality and content upgrading, online media and publication platform construction,and editing personnel training. Feature columns on specialized fields and columns of academic opinion exchange will contribute to the paper quality and content upgrading. Academic journal websites, social media platforms like Wechat and Microblog, Open Access (OA) publishing of academic journals all will spread the scientific research results more widely. In such context,it is necessary to cultivate a team of editing personnel with a good command of new media publishing technologies besides professional background, editing ability, and operational competence.

Key words: media integration, academic journal, influence, journal brand, feature columns