Factors that attract readers to read traditional newspapers and periodicals.

Compared with other media, newspapers have their own uniqueness. First, newspapers are suitable for in-depth reporting. At the same time, newspapers also provide relevant news background information in this regard. Second, newspapers can pay attention to the "freezing point" and vulnerable groups, and its reporting effect in this respect is often very good. Third, newspapers can be kept as information. Isn't The New York Times known as the "archival newspaper"? Fourth, newspapers can be read by many people in various flexible time periods. Fifth, newspapers can better reorganize news resources through the planning and organization of columns, so that the same news resources can be combined and utilized differently.

Explanatory nature of newspapers. The written symbols in newspapers are good at explaining the development process of things in depth. It is the advantage of a newspaper to investigate and report things and phenomena in depth, show its own independent vision and judgment, and correctly explain and reflect the essential laws in the development process of things.

The selectivity of newspapers. Newspapers provide news for readers in a certain way according to the space of the page. Readers are very selective in reading newspapers, and are free to read what they are interested in, regardless of time and space. You can read what you are interested in over and over again, instead of listening to the radio or watching TV. Viewers can only listen to and watch the programs in the order arranged by radio and television stations.

For the audience, there will be more imagination and more association initiative in the process of reading newspapers. Not limited by time and space, it is more in line with people's reading psychology. This is also an important reason why newspapers have been repeatedly hit by the second media (radio), the third media (television) and the fourth media (Internet) and stand firm.

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While nature pursues new media, traditional media seems to be ignored. In fact, we still live in an era of traditional media, including paper media. In the increasingly fierce competition, the paper media is still an important way for many people to rely on spiritually, the main income-generating carrier of newspaper groups, and the main medium for the spread of our party's influence. There is still a vast and infinite space for China's reform and development. When describing the possibilities that new media can bring us a bright future, we should also face up to and extend the existing advantages of paper media as much as possible.

periodic law

Of all the laws, the round-trip trajectory is the most controllable. The paper media with a 24-hour communication cycle corresponds to the habit of many people reading and watching media. People always live in a habit, or in the cycle of time. When there is a certain demand at a certain time, you must accept something, such as eating and sleeping on time. The newspaper's 24-hour publishing cycle allows its cultivated readers to receive the information they need in a relatively fixed period of time, and these information are purchased by readers through active consumption behavior. What readers get in this period is the inevitability given to him by habit. Generally speaking, habits are irresistible and good habits are hard to change. Periodically published paper media corresponds to people's living habits. Sometimes we say that "this man has a good habit of reading newspapers", which also implies that he reads newspapers on time and his life is rhythmic and regular. In fact, both young and old readers have the habit of receiving information. From this point of view, the 24-hour publishing cycle may be a restriction for newspapers, but isn't this an advantage? The key point is that we should provide the information the reader needs within the time period determined by him, so that he can be satisfied and enjoy watching.

Sense of visual layout

Different from the information provided by the Internet, mobile newspapers and other emerging media, newspapers have a visual sense of layout. The internet is only divided into upper and lower levels. The layout of a newspaper can judge the value of news from the information provided up and down, left and right. This also includes the shadow, size, report column and so on of the title. For readers, buying a newspaper is not only about buying information, but also about buying a newspaper. Editors integrate the value judgment of news into the layout, so that readers can accept information and this judgment in a very short time, which is more important is clear at a glance. No matter at home or abroad, when we think of a newspaper, the first thing we think of is the layout, which is different from other media such as linear radio and television. At present, electronic newspapers can't reach the visual sense of traditional newspapers, but there may be in the future, but the visual sense of a right newspaper and a small electronic screen is still different. Secondly, the boundaries of new media, especially online media, are endless and scattered. Links, scrolling and constant clicking make information endless. Accordingly, the advantage of paper media lies in the clear boundary. Once you get the newspaper, how long will it take to finish reading it, and you will have a bottom in your heart. As an individual recipient of information, information intake needs to converge, and one of the conditions of convergence is the boundary, and the layout of the newspaper provides this boundary.

High end authority

In China, the media is the mouthpiece of the party and the government. China society has entered a pluralistic era, and the flood and surplus of information make it difficult for readers to read in a limited time. Readers may have to pay a lot of time to get the information they need. There is a principle in economics that time cost determines the direction of business. Many readers don't want to spend too much time screening the authenticity and priority of information. In this case, readers hope to have an authoritative referee to help save time in screening information through a reliable judgment. When an emergency is published in the third-rate tabloids in advance and finally in the mainstream media, readers' recognition of it is different. Therefore, without authority and judgment, the speed and quality of news information dissemination are not directly proportional. An authoritative high-end newspaper provides definite value judgment while transmitting information. The credibility established by traditional media, especially party newspapers through responsible reporting for a long time, is irreplaceable and unattainable by new media at present.

Original content

A large number of outstanding talents in the newspaper group are engaged in the originality and dissemination of content. They are in charge of information sources, publishing, and even communication methods. The first-Mover advantage of this kind of content aggregation makes the new media characterized by the Internet far behind. The integration and distribution of new media content can only rely on cooperation with traditional media or cheap supply of traditional media content. Traditional media does not lack content, but the integration creativity of content. New media does not lack integration ability, but it lacks original content. After the concept of "content" as intellectual property rights is further clarified in the future, the content advantages of traditional media will be further amplified. Under the current situation, the development of new media is a process of breaking through its own limitations, relying on traditional media and diverting the influence of traditional media. Similarly, the content advantages of traditional media should be continuously extended, and we should also absorb beneficial nutrients from the advantages of new media that are good at integration.

Experience of getting along.

For hundreds of years, the experience of harmonious but different and win-win coexistence between paper media and other media shows its inherent and lasting survival resilience. Newspapers have been squeezed by radio stations, which proves that radio stations and newspapers can survive. I suffered the impact of TV, and finally TV and newspapers can complement each other and live in harmony. Newspapers have been challenged by other forms of communication, but they have not been replaced in the end, but have grown and developed in the process of turning challenges into opportunities. From the first day of its birth, newspapers not only disseminate information, but also process and integrate information. The information it spreads has not been discarded as information rubbish, but "Yellow Flower every other day" has become background information, which is constantly quoted. Therefore, we say that newspapers describe and reflect history every day, and at the same time create history. The experience of coexistence with different media proves that newspapers can withstand the impact of new media forms. Today, the mode of communication of new media is obviously different from that of paper media. Traditional media spread "massive content" (although each has its own positioning), while new media spread "micro-content" with fragmentation, segmentation and differentiation. However, whether it is "micro-content" or "huge content", whether it is focusing on people or gathering people, every demand has its own reasonable reasons for its existence in a special form. They are not a complete zero-sum game. Friendship shows their vitality, and competition conforms to the development trend of society.

Reading age

Nowadays, a large number of people aged 40 to 45 like reading websites and newspapers. I'm afraid it's hard for people over 45 to give up their love for newspapers. Assuming that their life cycle can reach 80 years old, it will take them at least 35 years to realize the information demand for reading paper media. From this point of view, it is obviously exaggerated that "newspapers have passed the golden period of development" and "newspapers are facing weakness and death" have such a large readership that the paper media cannot die out soon. Today, the vast majority of advertisers are still willing to put advertisements in the paper media, which is proof. What about 35 years later? Young readers in the future may prefer to read new media such as websites and mobile newspapers, but there is always a group of people who still like to read newspapers. The existence of this part of the audience shows that newspapers can produce a kind of relational viscosity that cannot be completely broken based on the market in a long period of development, and this viscosity may breed not according to the crowd but according to the age level. Today's young people may go back to the way they used to read newspapers when they were old, because what they needed at that time was a relatively stable, periodic, more relevant and clear form of communication. That is to say, according to the time radius, paper media will be more easily accepted by middle-aged and elderly people, and newspapers will have a close viscosity relationship with readers of this age group. At the same time, if the paper media continue to carry out more effective creative design in the aspects of seeking unrepeatable monopoly, enhancing interaction with readers and diversity of reporting methods, its adhesion with readers will be enhanced in various forms.

System protection

Now our paper media is the mouthpiece of the party and the government, and there is no private newspaper. Under the party's current policy, all newspapers are protected by the administrative system to varying degrees in order to maintain ideological security. While strengthening the attention and supervision of new media, it also regulates and restricts the development behavior of new media to a certain extent, so that the traditional path of paper media will not be too violently impacted. If there is no such "administrative protection", some paper media will inevitably close down. Of course, we should treat this kind of "protection" dialectically. Under the condition of market economy, the more obvious the administrative support, the more difficult it is to sustain the growth. Institutional guarantee is an advantage for the time being, but it may not be a good thing in the long run. A constantly changing developing institution should not only make full use of existing policies and conditions that are beneficial to itself as much as possible, but also strive to build its core competitiveness for sustainable and healthy development. Making good use of the present and developing in the long run is a major issue for paper media.

Freedom of reading

The biggest feature of reading paper media is randomness and freedom. When the newspaper is in hand, there is a sense of ownership. Easy to carry and collect; Reading is very limited by time and place; You can watch it again and again. Or put it in the bag, or put it on the bed. You can read after tea, after dinner, while waiting for the bus, before going to bed, when going to the toilet, etc. And you can sit down and relax for a long or short time. Happiness can be cut and pasted and treasured; No, you can throw it away, but he can use it. You don't have to sit in front of the computer or use any auxiliary tools. This randomness meets the requirements of people's leisure life after fast-paced work in today's society, and can be used as a means to adjust life relaxation. Reading, such as leisure and leisure reading, is a unique experience and precious emotion provided by paper media with information.

The relationship between new media and paper media is not eliminated or eliminated, but can be parallel, complementary, * * * common development and win-win interaction. Paper media should strengthen their confidence, keep fit, recognize and give play to their own advantages, develop constantly and create their own vitality.