Outline of the speech at the newspaper business exchange meeting

Model essay on speech outline of newspaper business exchange meeting

Let me talk about my understanding of the special issue first. Literally, the special issue is the content specially published. Why do you want to publish it specifically? Because I want to achieve a certain goal through the content specially published. For example, looking back on 9 1 1/in 10, the reason for the review is that the world has undergone tremendous changes because of the occurrence of 9 1 1. Whether this change is good or bad, what impact has it had on our lives, and what we have done right or wrong, people need to take "ten years" This is a news special issue and an original special issue.

Later, due to the demand of advertising revenue, business and service special issues appeared one after another, which is what we often see now. From news to business, in fact, this gives a feature and scope of commercial special issue, that is, the so-called commercial special issue is between news and advertising, and it is a bridge between merchants and consumer groups in order to attract and increase advertising revenue.

In addition, it attracts readers through explanatory reports and a large number of service information in the commercial industry, stimulates, guides and promotes readers' consumption and potential consumption in this industry, and then attracts businesses to invest in media advertisements.

This also determines that the audience of commercial special issues is dual, both readers (ordinary consumers) and advertisers. From the perspective of communication effect, we should strive to embody the characteristics of news, service and management.

And these characteristics, in fact, also determine the standard of commercial special issue in content and layout:

The first is news: the most prominent feature of news is that the content must be new and the information provided must not be outdated, especially some data and opinions, which must reflect the latest industry trends.

The second is service, which is easy to understand. As mentioned above, our target audience is dual, both readers (ordinary consumers) and advertisers, so our service is to provide them with fresh and practical information, and build a bridge between readers and businesses through the provision of this information. In this way, its business is reflected.

These three points are also closely related, and the extension is also very rich. For example, the significance of management is not only to manage our advertisers well, but also to manage our readers well. To do these two things well, the premise is to manage the layout of our special issue well. At the same time, operation also includes services, how to serve, and what is the content of services? This comes back to our summary of services, one is to provide fresh and practical information, and the other is to provide service means and service methods. Layout reflects what editing skills we use to win the attention of the audience and make them willing to watch. Because no matter how fresh and practical things are, if they are packaged in general, they will not have the due communication effect. In addition to the layout, there are some things such as event planning. Everyone is an expert in event planning, so I won't talk about it. I will talk about some of my own views on the combination of editing and personal experience, which may not be right, so let's just throw a brick to attract jade.

The special issue of metropolis daily is generally a weekly magazine, and a special issue corresponds to an industry. This feature requires the special issue to track the industry continuously and seamlessly, report the latest trends of the industry, deeply analyze the development trend of the industry and provide professional services. In this era when content is king, the quality of special issue is directly related to the success or failure of advertising development. Judging from the characteristics of newspaper's special issue, its news is more in-depth, professional and authoritative. The focus of the business special issue is to report the news behind the news for readers, and more emphasis is placed on "clarifying" and "dispelling doubts" about the information. Because the special issue has the advantages of layout and sufficient in-depth news space, it pays more attention to the in-depth expansion of content to fill the in-depth space left by the economic news edition in order to seize the timeliness. Therefore, compared with the traditional special issue, it requires higher readability and service, and is closer to reality.

The first is deep. Deep versus shallow, what kind of content is shallow?

1, the content is not new, the old news is news, most of the content is known, and the old information is used in the past.

2, the manuscript is stylized, and there are many cliches. When one thing comes out, first interview A, then interview B, then interview C, then interview D, and finally summarize, nothing new. What you've searched is what you don't know.

3. The profound meaning is to thoroughly analyze the events and problems, and explain the cause and effect clearly, which makes people feel that this is really the case and has enough facts to support it.

Followed by wide. Including the expansion of specific information, what impact it has on upstream, downstream and horizontal related factors,

1, print media should not talk about things when doing news. In addition to deep excavation of cause and effect, it is also necessary to extend the breadth. For example, when reporting this year's housing fair, can it be compared with previous housing fairs and even foreign housing fairs? Because of the reference object, the differences will come out when comparing with each other, so the characteristics of this housing fair will be very clear.

2. On the premise of "specialty", there is also a problem of content richness in the special issue. For example, buying a house needs to consider various factors. In order to sell the house, the government and real estate developers also need to make a comprehensive plan for the area, including the need for decoration when buying a house. These are all issues that people are more concerned about.

3. When pursuing breadth, we should be careful not to fragment information. Pay attention to integration, don't digress, and finally don't know why. Integrating fragmented information into a complete and organized information chain is the basic ability that an editor should have.

There is also a technical problem: good content must be displayed well, that is to say, from collection to compilation, we must follow the law of communication and reflect professionalism:

1, define the target of the manuscript and find out who to show it to. Different people have different content styles and layout display methods.

2, do not create reading obstacles and troubles for readers, and clarify the positioning and responsibility as a communicator.

3. Information integration ability, layout control, editing intention and planning consciousness should be clear.

4, the layout language must be rich, people-oriented, make good use of the picture.

In short, we should have personalized skills to impress readers with uniqueness, which is concrete, not general and popular; At the same time, it is necessary to create conflicts in content and attract the attention of all parties to the conflict, such as buying a house, advocating buying or not buying, and the two sides should be tit for tat. Better make a real fire. For example, whether the children who did news a few days ago should contribute to the class and buy things from east to west will increase the burden on parents. We called the teachers and parents together to discuss, which made everyone very excited. This will enrich the content.

In this kind of activity and content, there is also interactivity to make it active, including some activities we often engage in. In a sense, our task is actually to separate readers from advertisers, relying on our layout and acting as matchmakers. The popular way now is to get married and go by yourself. Look at fate. All we have to do is hook the fire and add some carbon.

There is also the handling of manuscripts. The manuscript should be slightly disassembled, not too long. Generally speaking, 800 words is the bottom line of reading a thing, so my opinion is that if it exceeds 1000 words, it will be split, and it will not be tiring to read. Adding a few more subtitles will also help readers to see the relevant content at a glance in the shortest time. In fact, we have the habit of reading newspapers ourselves. The title is not good, the content is too long to look good, and we can't read it ourselves. Therefore, the refinement of headlines and news points is actually the outer packaging of manuscripts. I don't agree that you must write a short draft. As long as the content needs it, you don't ask long questions, so you have to make it clear, right? As long as the content is not verbose and the manuscript is handled well, it can also attract readers.

Finally, to put it simply, we should pay attention to common sense mistakes. Some time ago, I read the special issue, and there were typos, misnames, names and places, all of which were pointed out by readers and found during our evaluation. Some manuscripts have been published without any treatment or processing, and there are all kinds of situations. Now they are better, but we still need to pay attention. The above are some basic qualities of editors. If something goes wrong where it shouldn't, it will really damage your reputation. Whoever has his name will be ashamed. Not only individuals are ashamed, but also the newspapers and departments they belong to are ashamed. Such a newspaper is equivalent to seeking death in a highly competitive market environment. ;