How to Realize the Integration of Traditional Media and New Media

To truly integrate with new media, we must first make changes in the system. Ma, CEO of Yidian Media, declared that "Yidian is a company, not a media". Hu Shuli, editor-in-chief of Caixin Media, also said, "It should be admitted that the efficiency of the company system is much higher than the so-called career system. Whether it can be transformed into a company and establish a modern corporate governance structure is also related to the success or failure of traditional media transformation. "

Secondly, it is the content. Arthur Ochs Sulzberg, the boss of The New York Times, famously said: The world is never short of news. If you want to watch the news, you can find a lot of rubbish online. But I don't think many people have the talent, time and interest to be editors. So when you buy The New York Times, you don't buy news. You're buying judgment.

The core task of the media is to provide information. Newspapers, radio and television, websites, apps, Weibo, WeChat and outdoor LED screens are just tools. The market is changing rapidly, and the speed of changing knives is dazzling. After Weibo and WeChat, there will be new tools and new media, and the only constant is to provide good content. Traditional media should have reason and confidence to output upgraded content. Of course, it is not a news report in the usual sense, but what people in the industry call "content productization and product service".