The traditional insurance industry is digitizing new media

Asses determine heads. Do new media, say traditional media can not seem to be a natural thing. A lot of traditional media also often on the new media practitioners all kinds of ridicule. I've been in traditional media for more than a decade, as a reporter, editor, publisher, advertiser, branding campaign, digitizer, and financier, and I've worked in every role related to media, from the front line to management. The definition of new media in the mobile Internet era has changed radically, and in this bizarre era where every media outlet is shouting about digitalization and talking about new media while News Corp's IPAD digital newspaper THEDAILY is forced to close its doors, traditional media is quite confused. I'll summarize it in three points.

First. Difficulty of mind. The birth of the Internet, the birth of the new media this buzzword. Mobile Internet swept the world, due to the toilet wall media category of outdoor advertising to join the completely fried "new media" this word has been replaced by "digital media". But it is this new term that makes many traditional media even more confused. It's harder to do mobile internet than internet. First of all, media leaders do not know how to use mobile internet. Mobile Internet settings, APPSTORE downloads, ANDORID system does not allow money, the operator's media cooperation strategy, and so on, new phenomena and new products are endless, and the rapid evolution of change is far faster than the Internet. Many media leaders frankly "don't understand". The leader did not feel, for the new media department either lack of clear instructions do not give the allocation of resources, or a pile of a variety of unrealistic indicators that can not be achieved.

The old boss of Xinhua News Agency has often said to me recently that the agency is now talking about new media. From the president's speech at the general meeting to the conveyance of the small meeting of each department, from the establishment of a separate new media company, such as mobile video cell phone search engine, to the unincorporated units, such as the domestic department of the international department is also required to microblogging and client operation as the content of the assessment of the release, visible China's largest media organization on the degree of importance of new media. In my opinion, the main reason for this sudden demand is that the sudden arrival of the mobile Internet era has once again changed the mode of communication. In the Internet era has been trembling in the traditional media, the sense of crisis has intensified. What's more, from time to time across the ocean, similar to Newsweek, the world's largest magazine does not print paper magazine only digital version of the "horror" news.

Domestically, the behemoth that is the Xinhua News Agency is still the case, and so are all the magazines and agencies. Unlike the wait-and-see that characterized the advent of the Internet era 10 years ago, all kinds of media apps are rapidly coming on the scene, much faster than the self-built Web sites of that year. What's more, the Apple as a digital profit tool, endless expectations. Those who know a little more, remembering the prosperity of cell phone newspaper and wireless music, more quickly to find the same forced transformation of the operators to cooperate. There are all kinds of organizations to find full cooperation, there are bored completely do it yourself. In this more or less panic and feel that seems to be full of opportunities in the mind, a lot of people really anxious. After the rush, after a period of time to find that the profit is not so easy to user is not so good.

Second. Difficulty of profitability. How to profit, when to profit? This is a question I am often asked. A lot of bosses based on VIVA is a pioneer, always looking forward to I can give a clear answer plus the introduction of a certain type of resources, so that they can take a more reliable road. Unfortunately, my answer is usually the same: even if Steve Jobs were alive, no one in the world could give this answer. Yes, theDAILY, the digital media that News Corp. and Apple teamed up to launch that year, failed as the media app with the most paid subscriptions on IPADs, and FLIPBOARD, the 2011 IPAD product of the year, a great social magazine app, has just now begun to sell ads, and is still a long way from being profitable.

It's always been hard to charge for digital content in China. If you put a fee on a flashy IPAD magazine, you'll lose half your users. So far, those in the industry who have said publicly that they have earned a lot of money from charging in the Apple Store know that it's a kind of exaggerated propaganda. For a magazine, a monthly income of thousands is already a lot. The reading base of telecom operators, despite the fact that cell phone novel reading has already generated billions of dollars in revenue, but paid media content represented by cell phone magazines is still in a very unclear situation because of its late start. As for digital advertising, the traditional media used to selling by page, the digital advertising sales methods and product presentation are a fog. The so-called media to do e-commerce is not the strong point of the media. Do you call it e-commerce when you make a link to something in a fashion magazine? It's totally imaginary! The stuff in the magazine is taken from the brand owner's PR department, and to be used for selling, it has to be taken from the brand owner's retail system, which is difficult to integrate into one. Traditional media people have been accustomed to the profit model and operation to the digital media here suddenly fall into useless.

Third. The difficulty of integration. Another question I'm often asked by my traditional media peers is: will readers still buy the paper version if there is a digital version? Should paper and digital advertising be done in sets or separately? Is it possible for the existing team to transition to digital? Can we get investment?

The relationship between traditional editorial, distribution, advertising and digital media is confusing for many media. Subconsciously, many people think there should be a whole new team to execute the digital business. But what kind of quality this brand new team should have is a difficult proposition to judge. This is because it is suddenly realized that the original knowledge framework is not enough. If the new media department is independent of the circulation department, the two usually fight. Paper distribution, which is already experiencing slow growth, often blames the new media department for one of the major reasons. And the mindset of the circulation department doing digital media is still the same mindset of pursuing paid circulation. This is the case with the digitization of the globally renowned Condé Nast Group in China. But it is obviously not in line with the Chinese situation. When the advertising team goes to sell cell phone and PAD client ads and finds that advertisers usually put forward complimentary requirements, some advertisers use CPM, CPA effect-oriented digital advertising sales model requirements, traditional media advertising sales and find themselves to make up for this lesson again, or feel that it will be sold at a loss and simply not willing to sell. The content team has been pondering that if it is right to produce new content for new terminals, new crowds and new reading styles, whether it will have a negative impact on the content of paper magazines and the existing editorial methods. Or should we say that we should make a micro version of the paper media content for the Internet in order not to affect the paper media. Already income of traditional media has been suffering from a lack of imagination in the future development and can not dock the capital market, and more want to use digital transformation to strengthen the concept, but found that this model is somewhat painted.

What to do? My answer is: look for it in exploration.

Doing it without thinking clearly is better than doing it well. Mobile Internet is recognized as a revolution that will change or is changing the world. No one has tried anything related to it. When you all think clearly before doing it, you must be behind. The basic spirit of the Internet is to explore, experiment and innovate. Develop through failure and win through persistence. So it's not how to do it that you have to think clearly, but the mindset to do it: openness, commitment, persistence.

In fact, the mobile Internet and the Internet as well, the profit model can be summarized as no more than two: to the user charges and charges to advertisers. In the wireless field is generally called forward charge and backward charge. In the traditional media field it is actually distribution and advertising. If you utilize new terminals and channels such as cell phones and tablets, and find that readers don't pay for your digital content, then it's a failure of the distribution model, so let's move on to advertising. And advertising did not get up because the main reason is that the overall scale of mobile Internet advertising development still needs time, traditional media relies on mostly brand advertising, but as soon as the digitalization, it will be combined with the effect. In the advertiser was immediately transferred to the digital sector, with effect marketing to evaluate. This evaluation system is still based on the Internet. For traditional media, where user data is not yet good enough, the advertising turnover is indeed numerically lower. It becomes important to quickly learn the product characteristics and promotion mode of the mobile Internet and learn to realize sales in a new way.

At today's stage, making new media an essential part of your media enhances the overall competitiveness of your media. Make your content visible on all channels, create an advertising system that can be integrated and separated, inject the genes of a new team of professionals, and take new media into account when making leadership decisions. As time passes, the power of integration will be seen. As for specific prescriptions, different media have different ways. Can not be listed here.

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