How does the traditional media change? On-demand media executives analyze how large newspaper groups combine with new media in the media era;
Large newspaper group VS new media: the development status quo is big PK
New media-more financing, more chaos
Large-scale newspaper industry-sharp decline in circulation, brain drain and reduced income
Faced with the change of readers' reading habits, the whole people have entered the era of fragmented reading, from paper reading to the push of official WeChat account articles on mobile phones. Paper media has become a column opened and operated by specific industries, institutions and organizations to a certain group for special communication purposes, so the circulation and the number of readers have dropped sharply, followed by the departure of many outstanding media people and self-employed "self-media people". The decrease in circulation and the loss of personnel have directly brought about a sharp decrease in the income of traditional media, and the next development of large newspapers is full of thorns.
What are the advantages of large newspaper groups?
At the moment of the rise of self-media, the scope of self-media refers not only to opinion leaders who are good at writing, but also to "craftsmen" such as online celebrities, segment players, live broadcasters and e-sports players. Most of these self-media exist in the form of individuals and a few companies, and the problems of incomplete, complicated and mixed documents are inevitable.
As the leader of social media integrated marketing in China, video-on-demand media analyzes how traditional media has changed.
The road of exploration: large newspaper groups go hand in hand with new media
For media groups, the new media business may still be a blue ocean, but for the new media industry itself, it has experienced barbaric growth for more than ten years. Summarizing the development strategy of new media group in one sentence may be to build a new platform based on the strong relationship between users. Users and innovation are the life of the Internet, which is also an important concept for major newspaper groups born in traditional media to achieve a gorgeous turn.
The integration of large newspaper groups and new media is not a simple and mechanical way to add "new media". Many media groups' new media are still in a marginal position, most of them come from one of the huge media organizations, and they are still "two skins" in the process of integration. For example, mango TV and interface APP are independently promoted.
Deep integration thinking needs to run through the whole process of the integration and development of traditional media and new media. From the integration of media resources and production factors, the market-oriented distribution of people and property to the integration of operation mechanism, the breakthrough and innovation of management system, a complete system construction is needed.
Give full play to the licensing qualifications of traditional media such as information network broadcasting audio-visual program license and network culture business license, and make use of the interaction of the Internet and the fixed readership of traditional media. This kind of resource integration and * * * cooperation will play a role in "1+ 1 >": the effect of "2" effectively makes up for the problems of reduced readers and profits caused by insufficient actual circulation of newspapers and periodicals.
Among them, it is worth mentioning that
The original authoritative and credible content advantages of traditional media are often ignored. The emergence of new media not only brings unprecedented impact to the paper media, but also provides new ideas for the innovation of paper media content.
To integrate with new media, we should keep close contact with netizens, extend the content to the whole network, understand what the masses think through the network, actively solve problems for the masses, interview various departments and units in time on hot and difficult issues on the network, and listen to the voices of all walks of life.
Through in-depth reporting, adhere to authoritative release, give full play to its own resource advantages on the network where various voices are rampant and it is difficult to distinguish between true and false, release real, objective and authoritative information in time, and actively respond to social concerns.
More reference should be made to the way of "separation of production and broadcasting" Big newspapers are responsible for broadcast control, including business licenses and other qualifications. Publishers that meet the requirements of the new advertising law are responsible for advertising review and news authenticity review. New media content is provided and marketed by media authors, anchors or new studios.
This is very important: the integration of large newspaper groups and new media is very important.
Media convergence is not popular.
In the Internet era, the rapid development of digital communication technology has profoundly changed the pattern of information dissemination: reading mode has shifted to desktop reading and mobile reading, information production has shifted to "everyone has a microphone, everyone is a communicator", and acceptance preference has shifted to interaction, video and live broadcast. All these have posed great challenges to the traditional mainstream media.
Media integration is not "I want to do it", but "I want to do it".
Whether it is from the height of stabilizing the country and consolidating the main position of public opinion, or from the perspective of strengthening the muscles and bones and making the "national team" bigger and stronger, integrated development is the inevitable and development of the media itself.
Finally, based on the rule of law management, policy formulation and the improvement of laws and regulations should be carried out simultaneously.
This can provide platform guarantee for the chaotic media at present, effectively control the whole industry, avoid policy risks and promote the healthy and sustainable development of the industry.
In short, promoting the integration and development of traditional media and new media will not only help traditional mainstream media to improve their communication power, credibility and influence, but also help promote a new round of cultural system reform and promote the modernization of national governance system and governance capacity.
About the author: Duan Jiarui, Ph.D., Institute of Cultural Development, Communication University of China, senior Internet practitioner, senior executive of video media company, and the best manager of TMT industry in China, global managers Association of Australia.