Abstract: Restricted by factors such as management and operation system, ideas and the closure of university journals, the integration and development of university journals and new media have main co-operations with new media, but few with self-innovation media. In order to further strengthen the integration and development of university journals and new media, it is necessary to reform and improve the management system and operation mechanism of university journals with the joint efforts of the competent authority, host unit and publishing units. In the meantime, we should strengthen the study of new media technology and pay attention to professional talent team construction and technology introduction, optimize the contents of the journal to highlight specialization and communication of precision, with the new media cooperation and self-innovation media coexisted to create new approaches for journal communication.