Newspaper why the group

The scale of the Shandong newspaper industry in the context of network convergence

The Fifth Plenary Session of the Seventeenth Central Committee adopted the "Twelfth Five-Year Plan" proposal, clearly proposed to realize the telecom network, broadcasting and television networks, the Internet, the triple-network convergence, to build a broadband, convergence, security, the next generation of national information infrastructure. The concept of "triple play" has entered the pilot stage since it was first explicitly mentioned in the "Tenth Five-Year Plan" in 2001. The five major convergences of industry convergence, terminal convergence, technology convergence, network convergence and content convergence will change the existing media ecology and media culture, resulting in a media revolution. The existing media ecology and media culture will be changed, and the media revolution has been accelerated. In this context, Shandong newspaper industry how to recognize their own situation, to find the correct scale of the development of the road has become a priority.

Three-network convergence background, the newspaper industry is facing serious challenges

Three-network convergence refers to the television broadcasting network (owned by the radio and television departments), telecommunication network and the Internet (the latter two belong to the telecom operators) merged into a more complete function of the network, the user can be realized through a single terminal (or access) text, voice, data, images and audio and other types of information reception and distribution, greatly improving the utilization rate of network resources. The utilization rate of network resources will be greatly enhanced. It not only involves the merger and reorganization among related enterprises in the three major fields, but also directly involves the upgrading of industrial structure, resource ****sharing as well as rational distribution and effective utilization of network resources. The triple-network convergence of telecommunication, Internet and broadcasting networks provides huge opportunities for the upstream and downstream of the information industry chain, but the newspaper industry cannot directly get a share of this information industry chain and faces the severe challenges of the new era of digital media.

1. Audience contact media habits face changes, newspapers are less attractive to the audience

After the convergence of the three networks, the audience can use the TV remote control to make phone calls, watch TV dramas on cell phones, and choose the network and terminals according to their own needs, and as long as they pull a line, or wireless access to the Internet, they can complete the functions of communication, TV watching, and Internet surfing, etc., and the convenience of the terminals and the network is sure to change the audience's media contact habits, and the newspaper's attractiveness to the audience will be reduced. The convenience of terminals and networks will certainly change the audience's media contact habits, the attraction of newspapers to the audience is reduced, and the audience of newspapers is diverted.

2. Newspaper's content advantage is no longer obvious, the news style may change

Traditional media, newspapers and radio, television compared to the advantage of depth, strong authority, in recent years, the newspaper in the face of the impact of the new media, the main card is also the content of the card, in-depth reports, explanatory reports have become the newspaper to enhance their competitiveness of the important means. Three-network convergence to the current mixed content producers to provide a reshuffle of the opportunity, broadcasting and telecommunications can be involved in the content production industry, the newspaper's content advantage is no longer obvious, and the convenience of the terminal may also subvert the traditional media has been upholding the news, newsletter style, a sentence of news or will become the mainstream of the new media style.

3. The shortcomings of newspapers in terms of timeliness, interactivity and portability will be magnified

The realization of triple play is equivalent to the construction of an "information superhighway", where all the information is placed on a highly efficient information platform, which makes it possible for news to be released instantly.

Shandong newspaper industry to cope with the current situation analysis

The media can be divided into "their own snowball development" and "group development" two ways. In the face of the challenge of triple-network integration and the upcoming media revolution, expanding the scale of the traditional newspaper industry has become the primary task of development. If we only pursue our own snowball development, there will be a great loss of opportunity cost. Only by taking the road of scale development, the newspaper industry can carry out effective internal integration, improve competitiveness, create a deep industrial chain, weaken their shortcomings and highlight their own advantages.

Shandong newspaper industry actively adjusts itself, using two ways to expand the scale: one is the alliance within the newspaper industry, to carry out resource integration within the newspaper industry; the other is the all-media model, that is, the integration of old and new media operation, combining a variety of media forms.

1. Newspaper internal alliance, resource integration

It should be said that the Shandong newspaper industry in order to enhance their own competitiveness, made a number of attempts. 2007 July, Qingdao, Rizhao, Weifang, Weihai, Yantai, Zibo, six cities newspaper set up Shandong Peninsula Newspaper Alliance, the founding of the "Today's Jiaodong" special issue, joint newspaper, **** to enjoy the news resources. 2009 November. In November 2009, the mass newspaper group peninsula media Co., Ltd. and Weifang Newspaper Group to carry out strategic cooperation, the implementation of capital marriage, *** with the operation of the Weifang Evening News. October 2010, the mass newspaper group and Linyi Daily Newspaper Group jointly organized Shandong Yimeng Evening News Media Co.

Newspaper internal alliance, can be an effective allocation of resources, to avoid vicious competition between the newspaper industry, the collection of advantageous strength, so that the newspaper industry to achieve resource integration, expanding the development space, to create better social and economic benefits.

2. Create all-media, combined with a variety of media forms

Yantai Daily Media Group has taken the lead in the implementation of all-media strategy in the country since 2008, set up an all-media news center, formed a brand-new all-media framework based on the platform of Jellyfish and Yantai Mobile Phone News by combining a variety of media forms, and cultivated convergent talents to achieve the goal of "marketing newspaper" to "marketing newspaper". The change from "marketing newspapers" to "marketing content" has caused a strong reaction in the national newspaper industry.

The all-media operation has overturned the traditional understanding of "newspaper" and "newspaper company". Newsprint is no longer purely "paper", but a display terminal and storage medium, just like computers, monitors, cell phones, handheld readers, etc.; newspaper is no longer a "newspaper company", but a "report company ", the core is no longer the newspaper but the report, is the content. One day, newspapers may "die", but journalism will never die.

The all-media model implemented by Yantai Daily can effectively deal with the challenges brought by the convergence of the three networks to the newspaper industry, the diversification of distribution channels and the instantaneous release of the publication mode can enhance the timeliness of the report, to make up for the shortcomings of the traditional media, the all-media use of new platforms to strengthen the interaction between the media and the audience, and the form of cell phone newspaper and other forms of news coverage to make the paper media "easy to carry Mobile phone newspaper and other forms also make the news report of paper media "portable". Of course, this all-media model in the terminal construction, in branding, there are still a lot of efforts can be made.

Shandong newspaper industry how to take the road of scale development

Shandong newspaper industry to take the road of scale development, need to be from the content production and content sales of two aspects of innovation. Content production, do deep current affairs reports, into the video content manufacturing industry, content sales, segmentation of the audience, the development of information terminals, to build the brand.

1. Enter the video content manufacturing industry, do deep current affairs reports

Media mogul Murdoch once said, whether it is the paper age or the digital age, as long as the media to create a "must-read, must-have content" and with the help of the appropriate media to adapt to the readers, it can be " The media will be able to "transform and live longer than Mt. Nan". He firmly believes that the media law of "content is king" is not outdated. Under the background of the three networks convergence, the newspaper industry should mainly play the content card, bigger and deeper current affairs reports, using the authority of the newspaper on the news in-depth interpretation, to attract the audience.

After the convergence of the three networks, the video form will become the main way of content dissemination, the development and application of 3G and Internet TV technology, promoting some of the original graphic-based traditional media involved in the field of Internet TV and mobile TV, video content manufacturing industry came into being. Traditional media groups have embarked on the development of video content, CCTV opened China Network Television (CNTV), Xinhua News Agency hosted the China Xinhua News Television Network (CNC), People's Network pilot People's Television (PTV). Shandong newspaper industry should also seize the opportunity to develop video content, construction of video platforms, all-round to create information products to enhance their competitiveness.

2. Segmentation of the audience, precise dissemination

The massive amount of information provided by the Internet, the first group of people drowned is those who have no personality, uniform, no information value-added media. Therefore, some scholars in China predicted early that the first paper media to die in the digital era will be the comprehensive mass media. Traditional media, like the early industrialized war, will only use artillery and aircraft bombardment, while the digital era of war has become a "precision guidance" and "precision strikes", the media can not do "precise communication If the media can't do "precise communication", they will be eliminated. From the point of view of enterprise marketing, the media in the digital era must be "segmented products".

Three-network fusion background, all kinds of information come and go, how to give the audience what they want the most, become a test of all kinds of media a hurdle. Newspaper industry to stand out, we must take the road of audience segmentation, it should be said that when the "City Women's Newspaper" can be successful, it is to do is a special newspaper, rather than a comprehensive newspaper, it is a unique way out of a "narrow crowd" of the road, the distribution of the elasticity of the space.

Currently, urban newspapers generally adopt the all-inclusive department store-style business model, the content as broad as possible, and strive to involve all aspects of their own characteristics are not obvious. If newspapers want to stand out from the media wars against the backdrop of triple play, they must adopt a more precise and segmented boutique-style business model, identify the target population and maximize the efficiency of communication, which is what the newspaper industry should consider.

3. Developing information terminals and creating a communication platform

Southern Metropolis Daily is one of the newspapers that intervened in the development of information terminals and created a communication platform earlier, with the Pearl River Delta city portal AoYi.com, followed by the official website of the Nandu Newspaper Department, Nandu.com, which also launched a webpage with a full version of the e-newspaper style, a multimedia form of the highlights edition, a subscription version of the mail delivery, and a portal-style news website, At the end of 2009, Nandu launched the smartphone platform Nandu Reader, which fully integrates the high-quality original content of the Nandu Newspaper System and provides news and views 24 hours a day, making it easier for users to get news and read it anytime and anywhere.

Overseas, the New York Times Company, which was founded in 1851 and has been a "century-old company" since then, has also utilized new technologies to consolidate and develop its core content production. The New York Times website focuses on the development of the Times Reader (Times Reader), has an excellent network system "digital New York Times" (New York Times Digital). Gannett, another major media group in the United States, created the USA Today website (www.usatoday.com), the USA Today website also cooperates with American Telephone and Telegraph Company (AT&T) to provide cell phone information services; and Palm Company (Palm), Microsoft Corporation, etc., to provide handheld computers, pocket computers, information services.

The Shandong newspaper industry should also learn from the many attempts of traditional media at home and abroad, and can cooperate with cell phone and other terminal manufacturers to develop information terminals to make it more convenient for audiences to access news; it can also cooperate with telecom and Internet carriers to build a communication platform to promote the digital transformation of newspapers and enhance interaction with audiences. The attempt to charge for the digital edition of the People's Daily is also worth pondering. Using traditional media to run new media is not only feasible, but also has the potential to improve the readability of the news and enhance readers' loyalty.

4. Building brands and enhancing influence

The development of modern newspaper groups must be centered on brand competitiveness and focus on cross-media construction, which is the basic strategy for the survival and development of newspaper groups. Three-network convergence will make the media more diversified, and in the era of information overload, media brand is even more crucial for audiences to choose media.

Qilu Evening News has consciously put forward the "brand value-added strategy" since 2001, and put forward the core value concept of "serving readers, dedicating to the society, and accomplishing oneself--running a mainstream newspaper and establishing a hundred-year brand" in 2005. In 2005, it put forward the core value concept of "serving readers, contributing to the society and accomplishing oneself - running a mainstream newspaper and building a century-old brand", and consciously enhanced the brand construction of the newspaper. In contrast, other newspapers in Shandong, although the level of the newspaper is not low, also put forward some of the concept of the newspaper, but did not form their own brand.

This paper is part of the results of Shandong Province Soft Science Research Program Project "Shandong Newspaper Industry's Problems and Countermeasures in the Process of Industrialization", Project No. 2009RKB298

(Wang Qian, Associate Professor, Department of Journalism, College of Arts and Letters, Shandong Normal University; Li Yudan, Graduate Student, Department of Journalism, College of Arts and Letters, Shandong Normal University) Department of Journalism, Graduate Student, Class of 2009)