In the cross-environment of multiple types of media input and output, intangible cultural communication faces major opportunities and challenges. In this paper, the representative provincial and municipal non-material legacy websites in the eastern, central and western regions of China are selected as research objects, and data collection and collation is carried out. Through analyses of the dissemination effects of new and old online media on intangible culture, it is believed that the mobile terminal has more communication advantages and better meets the needs of netizens than PC-based websites, and the mobility, fragmentation and flexibility of new media can have more obvious effects on the communication of intangible culture. Besides, news media's attention, operational subjects, and cultural themes will also affect the effects of the old and new networks on the communication of intangible culture. This paper affirms that market-oriented operations, individualized needs and strong relationships, and the development of new media integration are important ways for non-material cultural communication.