What else can the traditional advertising industry do?

The rise and fall of The New York Times presents the dilemma of the whole traditional media. What got The New York Times into trouble? What are the problems behind the decline of economic business?

Cai Ling, cultural industry researcher of China Investment Consulting, said: The main factors that led to The New York Times's predicament are: on the one hand, the rise of new media has had a great impact on traditional media. Although The New York Times is actively transforming new media, it lacks innovation and is not attractive to users. On the other hand, now that everyone is a media person, the timeliness of new york Times news is greatly reduced. Behind the decline of economic business, it shows that there are still some problems in the transformation of The New York Times, and the market demand has not been well grasped.

Are these factors the main factors of the decline of traditional media? Is the traditional media really going downhill in the digital information age?

Cai Ling, cultural industry researcher of China Investment Consulting: In the digital information age, traditional media will die if they still operate in the previous way. First, traditional media have higher operating costs, more news editing and publishing processes, and new media release news faster and lower operating costs; Second, the new media has strong interaction with users, better understanding of users' preferences and more innovation. If the traditional media can make a good transformation, it will avoid going downhill. However, the transformation of traditional media is not smooth, and most traditional media are greatly restricted by traditional media thinking, so it is difficult to adapt to the new market environment.

What does The New York Times need to do to change the status quo?

Cai Ling, cultural industry researcher of China Investment Consulting: For The New York Times, to change the status quo, on the one hand, we must strengthen innovation and find attractive news dissemination methods for users; On the other hand, advertising is an important source of income in The New York Times, but with the rise of other media, advertising revenue in The New York Times has declined to a great extent. The New York Times can improve users' acceptance of advertisements by changing advertising methods, thus attracting advertisers.

What is the future development trend of the whole traditional media industry? Was replaced? Still looking for new growth points?

Cai Ling, cultural industry researcher of China Investment Consulting: For the whole traditional media industry, transformation and upgrading is the general trend. In the future, the difference between traditional media and new media will become smaller and smaller, because traditional media are actively exploring Internet and mobile Internet channels. Rather than saying that traditional media will be replaced, it is better to say that traditional media are adapting to the market environment. The traditional development mode of traditional media is indeed aging and needs to be transformed to meet the needs of users in the information age.