The merger may benefit the media group financially by reconstructing assets and resources, according to Zhang Zhi'an, vice-dean of the School of Communication and Design at Sun Yat-sen University in Guangzhou.

"Stocks and properties held by the two groups can now be more effectively allocated to invest in the new media territory," said Zhang.

But a genuine combination should go beyond simply moving news online, and instead integrate and use Internet resources to generate more insightful content, Ye noted.

According to Jin, as new entrants vie to seize opportunities, newspapers should preserve their most original content, such as investigative pieces or opinion articles, in print form.

A further concern is talent shortage, Ye said, as many high-caliber journalists have turned to Internet companies or new media groups.

Dennis Pamlin, founder of Sweden-based 21st Century Frontiers, said the agreement is an example that Chinese news companies understand the rapidly moving media landscape.

"Search engines are one of the most important media tools today, but it is also a tool that is of significant importance for everyone to find their way around the Web," said Pamlin, whose organization tracks how Western media report on China.

"Hopefully this move will also help Baidu reach a more international market and contribute to vital discussions about the possible futures for search engines," said Pamlin.

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