Exploration and reflection on the all-media practice of newspaper group _ theoretical thinking and practical exploration of reading strategy

Under the background of media integration in the all-media era, Sichuan Daily Newspaper Group deeply analyzed its own characteristics and advantages, put forward the all-media development strategy, and integrated the resources of Sichuan Online, Tianfu Morning Post and Huaxi Mobile Newspaper to form the group's all-media center. Through the combination, integration and complementary advantages of multimedia forms, we will build a brand-new all-media framework and build an integrated communication and integrated marketing platform with online media as the core. Some useful attempts and practices have been made in realizing the transformation of traditional media, the rapid expansion of new media, and the deep integration and complementary advantages of the two.

First, enter the all-media to meet new challenges in new opportunities.

With the communication revolution brought by emerging media and communication methods, various media are going through the process from "fission" to "fusion", and it has become the general trend for all media platforms to be integrated. However, in the all-media era, the path and mode of media all-media transformation are still unclear, and theoretical research and practical exploration are not mature, which provides innovative opportunities for media reform and development. Under this background, the exploration of all-media practice of newspaper group has more important innovative significance and greater challenges.

Since its establishment, the All Media Center of Sichuan Daily Newspaper Group has resolutely reorganized its internal organization and adjusted its talent structure, vigorously innovated its management mechanism and brand promotion, and achieved good social benefits. 20 1 1 year1October, the grand inauguration ceremony was held for the all-media center, and the "Media Rubik's Cube" became an instant hit. From the theme concept, LOGO design, propaganda language, to a series of advertisements, derivative products, three-dimensional sculptures, product promotion manuals, to the final inauguration ceremony and brand promotion meeting, all parts are interlocking, step by step, unlimited creativity and mutual benefit. On February 28th, the awarding ceremony of "China Jiaozi Tianfu Model -20 10 Media Award" created by the All Media Center made people from all walks of life fully feel the spirit and vitality of the All Media Center again. At the same time, with the eye-catching performance in a series of major events, such as "Weiyuan coal mine flooding accident report", "Sichuan Daofu grassland fire report", "201Sichuan Provincial People's Congress special report" and "201National People's Congress special report", the innovative operation concept and multimedia platform of the all-media center.

Practice has proved that the establishment of all-media center is not only conducive to expanding new media, extending the media industry chain and promoting the transformation of media management from scale economy to scope economy, but also can seize the development opportunity, fill the market gap between different media, gather more audiences, seize a bigger market and open up a broader development space through the complementary promotion of various media.

Of course, the establishment of the all-media center is only a small step to build a three-dimensional communication pattern, and it still faces severe challenges to realize the real all-media transformation. In reality, the all-media center needs to deal with short-term battles in three aspects: newspapers, the Internet and wireless media. Although Tianfu Morning Post has gradually taken the initiative in hand-to-hand combat with its direct competitors in recent years, it has not yet established its absolute advantage. As a local portal, Sichuan Online has many competitors and the competitive situation is grim. Under the background of Internet development, portals have been facing the problem of lack of profit model. For Sichuan Online, it will be an important breakthrough idea to strengthen the exclusive control of regional resources, create the characteristics of regional portals and create vertical website clusters based on regional portals. As the first mobile newspaper in the west, Huaxi mobile newspaper is facing the bottleneck of product upgrading, users and channels are monopolized by operators, and the profit model is single. While protecting the stock business of Huaxi mobile newspaper, we should speed up the research and development of wireless products, innovate business, expand fields and create a brand-new wireless media platform.

Second, lay out the whole media and make a new position in the new strategy.

The strategic development orientation of Sichuan Daily Newspaper Group's all-media center is to integrate the advantages of the group's brand, content and resources, create a corporatization system and market-oriented operation mechanism suitable for all-media development, integrate the functions of new media resource integration platform, new media strategic investment platform, new media technology research and development platform, new media business incubation and expansion platform, and upgrade the media industry in an all-round way through capital operation such as shareholding, merger and reorganization, covering online media, wireless media, print media, digital publishing and games. In some fields, we have made and are making useful attempts.

Complete the integration of all-media center platform and resources, create all-media production process, realize all-media integrated operation, and establish the mechanism and mode of complementary traditional business and emerging business.

Efforts are being made to build a new media strategic investment platform and a new media business incubation and expansion platform. Identify projects, acquire and invest in new technology companies or new product projects. The key point is to track the technical trend of new media development through cooperation with professional companies, and to dock with the resources of the group to occupy the forefront of new media development; At the same time, attract the capital inside and outside the industry, set up the implementation company of new media business, so as to establish a mechanism suitable for the development of new media.

We are making great efforts to build a series of multi-carrier and multi-level new media products, including: Internet news portals based on Sichuan Online and classified urban life communities, especially strengthening the concept of vertical regional communities of websites, further approaching the needs of users and avoiding competition with large domestic portals as much as possible; Vigorously develop paid mobile newspapers and free mobile newspapers in different industries, and jointly establish mobile phone products for the public with telecom operators to make up for the decline in the share of traditional media among young audiences; Launch a mobile phone client that aggregates news by location, and gradually form community media; Relying on the Internet community, carry out location-based group buying services, and organically combine news information with regional advertisements and e-commerce; Develop internet video service, try mobile video service and deliver news by multi-carrier; Promote the broadcast service of instant news short MMS, improve the rapid dissemination efficiency of traditional media news, and deepen users' dependence on the media.

A multimedia content production, user data analysis and advertising platform will be established. Relying on the resources of partners, we will vigorously promote the construction of new media platforms, build business support platforms and operation platforms around the production, aggregation and dissemination of multimedia content, and make the content run smoothly among the Internet, mobile Internet, computers, mobile phones and print media. At the same time, in-depth analysis of readers provides a basis for accurate advertising.

By expanding new media business, actively strive for and introduce government-supported funds and resources, and establish a digital media base to lay the foundation for introducing funds and projects.

Third, develop all-media and find new paths under the new situation.

To fully develop new media, we need to strive for new breakthroughs in mobile Internet, traditional Internet, creative industries and other fields, focus on consumer communities, e-commerce and other market segments, and promote the reorganization of wireless media companies with Sichuan Telecom.

Accelerating the cultivation of emerging media is the core task of building a three-dimensional communication pattern. Sichuan Daily Newspaper Group actively implements the new media development strategy of "multi-cluster and big platform". On the basis of Sichuan Online, all newspaper websites, professional websites, local channels and mobile media websites are "multi-clustered" to realize "one-time collection, multi-party sharing and multimedia communication" and create a "big platform" for the Group's all media. On the basis of this big platform, we will focus on building five new media to form a whole.