First reading media Lin Chufang Business reflection: I do one reading this year

We really think that mobile internet is the lifeblood of media companies, we must seriously, a little bit to improve the experience of the mobile end.

In the 2002, I entered the media, 11 years, as a journalist, as an editor, with a team, the chief editor,

2012 founded a Reading media, the industry almost all the posts have tried, also done a lot of things, with the so-called experience (no lessons), through 2012, into 2013.

1

Once, I thought that the pulse of the industry's beating or understand, but I was wrong, not only I was wrong, I guess my friends around the media are wrong, wrong in the past too many: the skills of the reporter, wonderfully editor, can pull advertising Montana, well versed in the release of the director, started three years waiting to be the media elite bar.

But 2013 years of http://www.aliyun.com/zixun/aggregation/36487.html "> Chinese media market do not recognize this. Over the past year, all of the media groups I've been focusing on, even the official training I've attended, have been worried about the traditional media, and some have even predicted the time of death, by the end of next year.

This year is definitely the most dramatic year of change in the industry. You don't even know who the "peers" are, and you knew before, which Life Weekly, which Newsweek, but now, they could all be zero.

Changes under the words of Li Hongzhang: The media industry has suffered a century has not changed the bureau.

I have said that this is a good thing, before always think that there are heaps of predecessors, looks very topic, but mobile internet, a bit even, not change all have to die. Every thought to this, feel gratified ... But instead of thinking about how to die, think about how not to die. From the first reading before the birth, think a lot.

Team

I understand that the media, not magazines, not newspapers, not PCs, not mobile phones, but a group of people, this group of people's quality, expression, IQ, taste, determines what they can do.

The first reading is composed of such a group of people: bigotry, not extreme, advocating freedom, and constraints, occasionally quiet silence, often the inner rich brocade; Also, they are all very interesting.

Most of the staff were found by a job posting two years ago, and the announcement was widely circulated, and she brought together the crowd. Not only did they come from paper media, they may have done radio, television, web sites, writers, and translated Coase's works and traveled all over the world. They could have worked elsewhere, but no, they want to do their favorite companies, they in the previous workplace, know what is bad, what is no medicine can be saved, they want to make their company into a good company, respect each other, creative, happy, and win the market.

I reaffirmed the value of this place at the annual meeting a week ago. Here is willing to share with you: For each employee, the first reading is the workplace, but also the media through the business, to achieve the dream place; the idea of a happy company will not change, it must let the people involved in it feel happy and dignified; a company cannot claim nobility, The company was quick to stay away from him.

For the world, the first reading provides "light humor, have fun" content. Because we feel the general anxiety and unhappiness, therefore, we are committed to the anxiety of the people to provide quality content, "light humor, have fun," the way to serve the people's spirit, participate in the construction of a better life. We think it's interesting and meaningful.

A year ago, when the first reading was born, there was no change: when we retire, and face the Sea reading "first reading", we will proudly tell the children (we), your parents are very good, you read the magazine, listen to the voice, see the image, all feel relaxed and fun things, have our participation. ”

We used such a call to find colleagues. A few episodes, after the first batch of employees, the administrative colleagues asked me doubtfully, "How to find so many farmers?" I was almost asked to live, we do have a few rural hukou, but I never use this angle to consider the problem, because it is useless, people come here is not to buy a house, each other suitable on the line.

Two days later, my executive colleague asked me, "some people say he went to college, but he didn't have a diploma." I blurted out, "That thing works!?" A few months ago, a video-making young man joined the first reading, department director smiled with me, "he incredibly worried not to read," I asked why, "because I did not get a diploma, college years to play video," I laughed, "This is my colleague, he wants to like the words, their own to do, I do not." "I read a lot of videos from his hand.

One reading team is very young, not only the formation of a short time, the age is generally small, but I never worry, because the past year, I fully appreciate the cruelty and even cruelty. Audience habits change, resulting in reading media changes, reading media changes, resulting in customer launch changes, customer delivery changes, resulting in all the experience failure.

Because experience--especially those that have led to success--allows practitioners to be overwhelmed by change and think about the past when confronted with difficulties, but the problem is that the past experience does not work. So, we keep denying the first idea, constantly trying to subvert, and constantly opening up more creative newcomers, because they understand the new world better than I do. Of course, the editor is older, such as our executive Editor Machambo, is a uncle.

I also had to lament my young colleague, ten years ago, when I was a journalist, I could interview and write, and I was a good journalist, and now I'm sad to find that I'm not as well as my staff, I'll be the ones who will, they'll also compose scripts, make videos, clip audio and video, and be part time anchors ... I can't do these things, I have to be editor-in-chief.

Content

A lot of people told me that I had never read a magazine, but I read a video. One read video initially function is to spread the first reading brand. We believe that for media companies, the best brand is content, content marketing content is the best marketing, if the content is good enough, the brand reputation will naturally come.

Before and after August 2012, read through several network video, such as "The Sad London organising Committee", "the Official Promotion Guide", "the Chinese elite Migration map" and so on, has achieved the brand high density dissemination, several videos posted on-line, spreads like the virus. Accidentally, we led a small trend. TV friends call in the middle of the night, "we want to send someone to your school to learn video, OK?" I still quite wonder, others are authentic video. In a few days, there is an internet company repeatedly play one reading video, they are thinking about how they did not do, even to video as a selling point of a company, management will be dedicated to the study of a video, a friend of the words of my company's leadership: "One read the copy is really good!"

Read through the easy and interesting text and screen, so that knowledge information to achieve a rapid spread and arrival, so many people would like to read video, and then like to read all the products. One-read video continued production so far, including the "Spring Festival Homecoming Guide", "foreign supranational treatment", "fresh central government" and so on, in turn.

Then someone interviewed me, why choose this method, I said, "Oh, yes, how to say, anyway, mainly because, we saw ..." The real reason is very simple, we think this way good-looking fun useful, very light humor, very interesting.

Over the years, more than one person has asked me, what's the difference between you and a magazine you've been working on? It's easy to read more than just a magazine. The first reading of paper, there is still irreplaceable texture, retained value, the image of the first reading, there are other products irreplaceable visual communication advantages, as well as touch your smile point of the nerves of tears of the screen, mobile reading, there are other channels unmatched arrival speed, as well as the huge use of the crowd.

Therefore, the content of the first reading into words, images, sounds, but they have a unified slogan: Light humor, have fun. I believe that most people like these six words.

Attitude

One reading video after the launch of the market on the birth of a pile of similar products, I have psychological preparation. Before I read, I edited the magazine also set off The imitation tide, no way, China has a huge market can learn from each other, but I have confidence, because one read the creative can not learn from, one reading team can not learn from, "light humor, have fun" can not learn from, and, persistent and serious can not learn from.

We have stringent requirements for products, such as each section of the magazine, each column has an extremely clear and operable description, around the "light humor, Have fun", and materialized as "knowledge of interest", which is a persistent, even with the mechanical implementation of the product standards. The cover of each issue of the magazine must be produced in 10 alternatives, and less than 10 are accidents.

One-read video requires that the copy must be accurate, the writer needs to investigate the knowledge by investigating news events; The video can not exceed 4 minutes, because the time is too long people will be tired; Each video must have 20 to 25 laugh, because the first reading must be interesting, the audience does not laugh, not to call fun ... Wait a minute. Then I talked to my friends about reading these standards, and my friend said, "It's a little Hollywood movie," I said, "Oh, Hollywood does the same?!" Hollywood, that's great. ”

Some things have shortcuts, such as content marketing content, will be more effective than other methods, but this should not be a shortcut, should be the essence. Some things have no shortcuts, for example, perseverance and diligence to enjoy the future, translated into an adage called "Tiandaochouqin." What is serious? is that you look for something, and then you take it seriously. A lot of people are talking about the new media, but I do not estimate how many like us seriously, we really think that the mobile Internet is the lifeblood of media companies, we must seriously, a little bit to improve the experience of the mobile side, such as the current one read micro-letter. Why does a magazine have so many two-dimensional codes, because first reading must become the best magazine to experience in WiFi, allowing readers to read not only text but also images. Wait a minute. First reading and why do "micro" products, I have said before, not because of that thing popular, but because a lot of traditional media users go to the mobile phone, must develop and utilize the products and channels suitable for mobile platforms. From the beginning of this year, the introduction of the official micro-letter (in the public account search "one read"), now has a stable, active, a significant number of users.

One thing I am also very strange, after the introduction of micro-letter 5.0, read micro-letter browsing volume and activity, did not decline. Here is an episode, read micro-letter just developed backstage had crashed, the reason is that the visit is too much, although the responsible colleagues are very sorry, but I am very happy to be able to be visited to collapse, indicating that our efforts to improve the service received a welcome, so after 5.0, the first reading of micro-letter can still be welcomed.

By extension, if a product is still consumed, don't worry about it for the time being. The biggest worry is not to make a big mistake.