[Self-assessment] Compare the similarities and differences between traditional media and modern media with the history and present situation of newspapers, movies and the Internet.

Internet advertising surpassed newspaper advertising for the first time and ranked second in media advertising-such news is a fact that many traditional media people are unwilling but have to accept. Although the traditional media tried their best to set foot in the new media field, in the first quarter of 20 12, the advertising revenue of the traditional media still showed a downward trend.

Faced with this reality, people in the industry began to think: Is this a staged phenomenon or a symbolic turning point? Facing the challenge, more than 300 media launched mobile applications. What is the prospect of the transformation from traditional media to new media in the next step? On June 30th, at the 20 12 (the first) China New Media Summit co-sponsored by China Journal Association, New Media Industry Alliance, zhejiang daily press group * * * and Media DreamWorks, experts from media, Internet, investment and academic circles conducted in-depth discussions on these thorny issues.

Brainwashing, not grafting

For a long time, traditional media have made many explorations and attempts to adapt to the tide of new media and actively participate in it. However, in the view of Yang Daming, deputy editor-in-chief of Caixin Media, it is impossible for traditional newspapers, magazines, television and radio to achieve the transformation of new media through some "getting through". The change of internal structure and the transformation of some processes can not be regarded as a complete transformation of traditional media, but a transition and integration.

"Newspapers and new media are two skins, two completely different things. It is wrong to insist on combining them into one and trying to save newspapers in this new form. " New media save the newspaper industry? Author Chen Guoquan described the relationship between traditional media and new media. Dai Bo, the editor of 2 1 Century Business Herald, agrees with this view. He believes that traditional media as a new media has not been successful for more than 10 years, and technology plus news may become a development direction of new media in the future. "The success of truly transforming new media is completely a brainwashing process, rather than the original gene grafting to form a good thing." Bird said.

Yang Daming believes that the influence of news used to depend on magazines and newspapers. On the new media platform, its influence provides journalists with broader opportunities. According to Liu Bo, chief product officer of Dunan All Media, in the process of Dunan All Media's transformation to new media, in addition to system reform and institutional change, we pay more attention to the change of ideas. He said: "We hope to change the roles of journalists and editors, from publishing content to becoming content planners now, and how to share, interact and report these contents in depth with netizens."

Steady, don't worry.

Whenever we talk about the successful cases of traditional media dealing with the Internet, we will think of the Financial Times. Since 2008, the charging model has been adopted. After more than three years of hard work, the newspaper's revenue from digital content has reached 40% of the total revenue. Zhang Lifen, deputy editor-in-chief of the Financial Times and editor-in-chief of FT Chinese Network, said that in the process of the gradual decline of global paper media sales, the new media not only did not reduce the revenue of the Financial Times, but also the combined readership of paper media and digital media exceeded twice that of the past.

Being able to get a share in the field of new media is the dream of all traditional media. Unfortunately, although some attempts seem to be effective, they are far from forming a replicable model. If you are not careful, you may still fall short. In this regard, Zhou Keshen, deputy editor of New Weekly, was deeply touched. "At the time of the rise of @ New Weekly, we tried to find some forms of business cooperation and cooperated with a mobile phone operator to broadcast live. As a result, we made 50,000 yuan, but lost 1 0,000 fans. At that time, the number of fans of @ New Weekly had not exceeded 1 10,000. We stopped this kind of exploration immediately. " @ New Weekly, which now has more than 5 million fans, has not found a suitable profit model. In fact, how to make a profit is a problem that many traditional media people who set foot in new media are pondering.

Guo Changxiong, chief engineer of Suzhou Radio and Television General Station, said that it will take at least three to five years to turn new media into one of the strong pillars supporting the operation of the whole group. If you want to make money immediately, the brand will be rotten. "Because your value can't be reflected in such a short time and such a small audience." In this regard, Chen Guoquan believes that newspapers should first run new media well. "From the current situation, the main business and theme income of many newspaper groups are still the income of newspapers. Therefore, use the money earned by newspapers to invest in new media instead of integrating new media into newspapers. "

"Although we have seen that Internet advertising has surpassed traditional media last year, it has not yet reached the standards established by newspapers for so many years in terms of its influence and credibility. New media must go through a relatively long incubation period to reach the state of today's newspapers. " Zhou Ke said.

Persist, not abandon.

Whether it is a new media project of Internet entrepreneurship or a traditional media that tries to turn a chrysalis into a butterfly, it coincides with the persistence and inheritance of media core values and the extension and broadening of content-based services.

Yang Daming said that the new media communication characterized by the mobile Internet has subverted some communication processes of traditional media, and the most important thing is to change the monopoly position and communication mode of traditional media. But this has not changed the basic rules and logic of news, nor has the requirement of objectively and accurately explaining the depth. The rapid development of Internet highlights the rarity and preciousness of journalists. "I think the influence of news should be recognized by credibility, and the value of news is also reflected by credibility." Yang Daming said.

This is particularly evident in the 2 1 Century Business Herald, which is good at in-depth reporting. According to Dai Bo, in order to adapt to the trend of new media communication, 2 1 Century Business Herald has made some attempts in making some titles and limiting the number of words. For example, the number of words in the home page guide will not exceed 140. In order to cater to readers, they also require the main articles to have better pictures or charts, which is an attempt to stabilize traditional media.

On the other hand, Zhang Lifen said that three years ago, online readers of FT newspapers accounted for about110 of the total revenue, and now this proportion has increased to 1/3, and it may reach 40% next year. Content plays a very important role in how to make every online paying reader make greater contribution to the whole newspaper revenue.