Abstract: [Abstract]　As an important activity to promote nationwide reading， urban book fair in China plays an important role in building a socialist cultural power and enhancing the country’s cultural soft power. By using network survey and content analysis， the study investigates the opening and utilization of new media platforms （including portals， WeChat， Weibo， mobile clients）of the urban book fair， and takes four international book fair in China（Beijing International Book Fair， Shanghai Book Fair， Hong Kong Book Fair， Taipei International Book Exhibition）as an example， further to explore the development present situation of new media platforms. The research results show that the influence and attention of urban book fair in China need to be increased， and there are some deficiencies in the communication system. The construction of new media communication channels needs attention. By famous Lasswell 5W propagation model，the paper puts forward five countermeasures ：relying on the government to strengthen communication subject， paying attention to and expanding communication object， enriching the communication content and perfecting the function， broadening and integrating communication channels， and establishing the communication effect evaluation system of urban book fair，so as to improve the communication system of urban book fair and adapt to the communication environment in the new media era.