How traditional media journalists should take the initiative to transform in the era of all-media

The development of the era of self-media, traditional media should be how to live?

With the continuous development and improvement of various self-media platforms such as WeChat, Weibo, and cell phone clients, it is almost "zero threshold" to create a self-media, and a number of influential "self-media numbers" with a huge number of subscribers have gradually grown up in various fields. In various fields, some influential "self-media numbers" with a large number of users have gradually grown up, and their contents are vertically segmented to provide subscribers with first-line observation of hot events, exclusive positioning interpretation of industry dynamics, and the latest snapshots of local events. In this case, the mainstream media urgently need to consolidate the development of traditional business on the basis of accelerating the pace of digitalization, networking, mobile transformation, through the seamless connection of traditional media and emerging media, synchronous growth, to ensure that the mainstream ideological opinion of the continuous consolidation. Difficulty, the arrival of the era of self-media, traditional media how to continue to develop it?

Self-media ecosystem in the gradual formation

While the robot writing is getting closer and closer to us, but the basis on which the media survive is the monopoly of information asymmetry and channels. Information asymmetry, there is a need for organizations to meet people's information needs; distribution channels are monopolized, most people need the media. But in the era of Internet self media, these two points have been subverted. In the past, most of the information products provided by traditional media can be provided by the self-media, in other words, to steal the traditional media job is the self-media.

Self-media ecosystem has been formed. The discussion of self media must first answer a question: who is "playing" self media? The answer is very clear, to the tiger sniffing network, cloud technology, titanium media, 36 Krypton and other representatives of science and technology websites, as well as Netease, Sohu, Sina and other representatives of the portal, and some of the network of high-quality content to push the "big V", the big boys. Obviously, the turn to the self media has become **** knowledge, the complete self media ecosystem is gradually formed.

Self-media profit model is increasingly mature. Precise self media marketing methods, will undoubtedly win more and more "advertisers" favor.

Self-media's popularity has become an emerging force that may disrupt the media ecosystem, and the fundamental reason is that self-media's distinctive content and more freedom of speech within the framework of the rules, which meets the needs of users who are dispersed in a way that mass media could not in the past. And with the popularity of smartphones meaning an infinitely thriving audience for self media, coupled with the low cost of pushing content, the market for self media is becoming increasingly consolidated.

The loss of traditional media user groups has brought about a shrinking market, followed by the exodus of advertisers, the transformation of editorial teams, and the lack of incentive to produce quality content, until the continued loss of user groups, which is a vicious cycle. In the mobile Internet era, the user stickiness of the media is very high, specifically in the media can be quickly pushed through a variety of forms, such as attention, download, subscription, etc., the content of the audience in front of the computer or cell phone screen, which means that the self-media from the production of content to the dissemination of content, always with the reader "face to face".

"Residual value" determines market share

The Internet is an open communication platform that allows everyone to interact with information, and the monopoly of the original media on information interaction channels has disappeared.

The other bad news for the media industry is that the trend of cheapening and freeing information is inevitable. The lowering of the cost of interacting with information in itself means that the cost of accessing information, both for the media and for individuals, is lower. When costs are low, selling prices come down. When both production and distribution costs are low, production goes up. So what's happening now is that information has become redundant and there's already a serious surplus of it.

The fact that the media no longer monopolize distribution channels has also created a phenomenon that in turn further impacts the media's market. That is, the emergence of a large number of free information, and is no longer limited by space and time. In this case, the government, the daily information release of enterprises, can be removed from the intermediate links; a variety of high-end information analysis and research, someone to provide free; the rest of the day-to-day trivial information, leaving a lot of self-media as well as "Zhihu," such as social networking sites. Therefore, the space left for traditional media is getting narrower and narrower.

Self-media platforms are many and varied, including blogs, microblogs, and microblogs, but the development of self-media has long since passed the star-making era. The vast majority of the public open rate of less than 10%, microblogging "big V" real powder rate is rarely more than 50%, vulgarity, counterfeiting and other cruel facts show that the development of the Internet media has come to the era of the post-big brother, which also means that, no matter whether it is the "old geezer" Or new entrants have to think about the "residual value" of the media, in order to get a piece of the cake in the media.

Content is king, quality wins. No matter what time, professional content is the foundation of the media, only original, high-quality products and adhere to the media to win the user's word of mouth, to take the market share, into the benign development. As for blindly following the trend of pseudo-self-media, positioning unclear no characteristics of the self-media, self-media rely on copying content to cheat eyeballs, self-media can not continue to output high-quality content self-media, self-media operated by the traditional thinking, will inevitably be photographed dead on the beach.

Content production mode re-option. Today's headlines have completely subverted the concept of traditional media layout, location, and promotion, and the self media has ushered in a huge spread and influence, but without the support of professional forces, the general self media will soon be eliminated. That is to say, in the era of self-media emphasizing characteristics has been the need to use the power of team, capital and marketing. Some high-quality and excellent self-media brands such as "Luo Lisi" and "Wu Xiaobo Channel" are backed by professional production and creative teams. Therefore, the post-Big Brother era of self media must give up the solo content production mode, to choose the power of the team.

Cross-platform, multi-form communication. In the face of more and more self-media people to join, content promotion becomes more and more difficult to seek innovation has become an inevitable choice. Obviously, video, audio and other self-media has become the next gold rush direction. With the support of Youku, Tudou, Aichiye and other video sites, a large number of self-media video programs have emerged, and audio self-media such as Lychee FM are also highly sought after by users. And many of these products are actually a derivative of the content, which is a good indication that planning the forms of expression for each channel is the only way to maximize the impact of the content.

Watch out for legal risks. The golden age of self media, behind the barbaric growth, lack of regulation and no access threshold of the chaos, which makes a lot of self media mistakenly think that you can abuse the audience of the platform, and ignore the reality of the legal risk and responsibility obligations. Marketing number "top entrepreneurial thinking" posing as Wang Jianlin's name to publish articles, Ali sued the media Ge Jia, headline number "weekend what" on Huang Shengyi defamation, the trouble of the media constantly fully proved that the standardization of the operation has been urgent, the "who will audit the self media", the "who will audit the self media", the "who will audit the self media? The "who will audit the self media" has also become a topic that has to be pondered.

Internet + marketing. Self-media can not only interest and passion for writing, but also need to mature business model support, so marketing is indispensable, commercialization is the direction of the development of self-media. In a word, do not want to make money from the self media, not qualified self media. The low level of scale, weak channel capacity, weak bargaining and pricing ability is the biggest obstacle to the commercialization of self media, and these are the established advantages of traditional media, so media integration or will become a mature path to choose the commercialization of self media.

Exploiting the mobile market to move to the platform

The current level of development of artificial intelligence is far from being able to think on its own. The trend of people becoming self-media with the help of the Internet is instead changing the way people receive information and their ability to a greater extent. Nowadays, a piece of information may not even have time to be thought about and processed before it is disseminated globally by all mouths. Therefore, in the era of "everyone is a self-media", it is inevitable that different circles will be formed according to different needs and different personalities. As a result, the volume of future media will also be reduced, urban newspapers and magazines may be a large number of out of the market, replaced by the PC and mobile urban, life-like information carriers.

Traditional media should innovate and package new media within the influence of long-established authority, and utilize controllable social resources to open up the market for mobile products, focusing on "mobile media portals" rather than individual mobile media products. In the face of the emergence of countless mobile media, integration, aggregation, the formation of mobile platforms and portals in the field of ideas, there have been a number of advancement, such as Baidu's newly launched "Do Secret" intended to integrate a variety of APP, 360 last year, the launch of the traditional media for the free production and promotion of the APP program, today's headlines last year, the launch of various units to join the "Headline". Join the "headline number".

For the key mobile media of traditional newspaper groups around the world, on the one hand, the future plan can not stay in a single news media, but should be a collection of mobile media products of various units in the region, to become a comprehensive platform for mobile news media; on the other hand, the news information as the main body, expanding the service functions of local citizens, these functions do not necessarily do it yourself, can be subcontracted, aggregated other commercial services, mobile products. products.

For media integration in the mobile field, the influence of traditional media and policy support is important, but the ultimate success still depends on the market. It can be seen that the fire of the Oriental Morning Post's Surge News still comes from the WeChat public account, from the forwarding and dissemination of the mobile terminal, in other words, the future of Surge is in the APP, in the mobile terminal. Users in the era of mobile media have more channel choices when contacting information, more and more people give up paper media and portals, and begin to get used to understanding information through cell phone clients. The emergence of news clients such as Penghu reveals us that traditional media should pay attention to the channel construction under the new communication pattern, and bring the content advantages into play through the new channels, supplemented by the social demands of the users to promote the advantageous resources and expand the brand influence after the transformation.

Internet ecology is now a very important stage, in the communication mode of the continuous convenience and wide range of imperfections, authenticity and quality of communication content in the field of media communication is particularly important!