The Historical Causes of Mobile Newspaper

Founded in August 2006 1, Mobile Newspaper is committed to creating new online media, focusing on learning and education, and developing traditional media and online media.

The appearance of mobile phone newspaper is not accidental. It is the product of the rapid development of science and technology, the rapid development of telecommunications technology and the challenge of traditional media, and the result of the marriage of traditional media and telecommunications media. There are several conditions for the birth of mobile newspaper:

First of all, the traditional media is facing severe challenges and its survival is becoming more and more critical. Only by entering multimedia can we have a broader living space and development opportunities.

Since the beginning of 2 1 century, the competition in the media market has become increasingly fierce and even cruel. Nowadays, new technologies are changing with each passing day, and the challenge of online media to traditional media is increasing day by day. It is not only a constant integration, but also a ruthless game. The popular view in the industry is that the media operation in China has encountered an inflection point, and the advertising business volume of newspapers and magazines has declined seriously. Among them, the situation of newspaper industry is more severe. According to insiders, March 2005 was a watershed in the downward trend of newspaper advertisements. Since then, the monthly year-on-year growth rate of newspaper advertisements has declined, and the year-on-year growth rate in June has been less than 3%. In this way, readers' enthusiasm for reading newspapers is also decreasing. According to a survey, from 2003 to 2005, the average daily reading time of Beijing readers decreased by 2.2 minutes, Shanghai readers decreased by 3.6 minutes, and Guangzhou readers decreased by 3.5 minutes. In sharp contrast, the revenues of Netease, Sina and Sohu in 2004 have reached US$ 654.38+0.9 billion, US$ 200 million and US$ 654.38+0.3 billion, respectively, and the advertising amount is also rising. This shows that the traditional newspaper industry is facing severe challenges and there is no way out without reform. Isn't multimedia the first choice for survival?

Secondly, in the periphery of the traditional newspaper industry, fresh blood is active, and many emerging media have strong vitality. The emerging mobile communication media operated by China Mobile and China Unicom are envied by traditional media with their huge customer base. The Ministry of Information Industry announced in June this year that by the end of May, there were more than 420 million mobile phone users in China, with an average of 30.3 mobile phones per 100 people. The total number of short messages sent by mobile phones reached 654.38+067.95 billion in five months this year, and the market scale reached 40.7 billion yuan in 2005. Such a huge customer base and such a huge market scale have rapidly formed in just a few years. Why not ride like this? At present, the traditional media has seen the light in the predicament, which is really "another village with a bright future". Traditional media, with its strong content supply advantages, and mobile communication media, with its huge customer base advantages, have brought "win-win" hope to both parties.

Finally, the mobile newspaper itself has infinite charm, and the mobile media needs to focus on development. There have been many theoretical discussions about the media function of mobile phones in academic circles. The earliest application of its information dissemination function is the short message dissemination of sudden news events. At 22: 32 on February/KOOC-0/2003, after the American space shuttle Columbia crashed/KOOC-0/6 minutes, Sina.com sent the message to thousands of customers by mobile phone short message, which initiated the mobile phone news dissemination in China. Until 23: 50, CCTV interrupted the news of the "Columbia" crash, which was more than an hour later than the short message; The paper media will publish news the next day, and its speed is not calculated by hours, but by "days". The pros and cons can be seen at a glance.