Advertising is an important resource for the development of the media industry. Based on the niche theory, this paper uses data from 2013 to 2018 to make an empirical analysis of advertising resources competition in the media industry in Jiangsu province. The results show that the competition pattern of advertising resources in the media industry has changed fundamentally in Jiangsu. Firstly, the websites have accounted for more than half of the media market in Jiangsu. Secondly, the promotion for the traditional media advertising from major industries’advertising investment has been strengthened, while for the websites advertising, the investment has been declined. Thirdly, the resources of the advertising niche have increased greatly, which leads to the transition of websites advertising from an exclusive media to a general media. Fourthly, the niches within traditional media and between websites and traditional media are highly overlapping. This means that the competition for advertising resources in the media industry is becoming increasingly fierce. Lastly, the website has become the most competitive media in advertising niche. If the overall advertising resources in the media industry cannot continue to grow in the future, or the traditional media cannot actively change its way of using advertising resources, then the“competitive replacement”effect of Internet media on traditional media will be further high?lighted, and the survival space of traditional media will be narrowed.