The emergence of new media brings an opportunity to the development of reading promotion services in local university libraries. Based on the results of the questionnaire survey, the article describes the current situation of the reading promotion service of local university libraries under the new media environment, and uses the SWOT-PEST analysis method to conduct the internal and external environment of the reading promotion work of local university libraries under the new media environment. Based on the detailed analysis, the development strategy of local university library reading promotion under the new media environment is proposed.