Where is the way of the new media transformation in traditional media

After several twists and turns, 3G portal of the parent company long Bang Digital finally landed on Nasdaq. Ironically, however, the main chip in state's digital listing is not its best-known 3G portal.

In fact, this result is not surprising, even if you do not ask today who is with the 3G portal, casually open an Android application market, in reading and news classification of popular applications are difficult to find the 3G portal app. Among the 360 mobile phone assistants with the largest Android app download, the 3G portal downloads only 180,000 times, and the first echelon is not a gradient at all. This mobile web site, which has been known in the WAP era, can be described by the word "recession" in the app age.

As early as 2 years ago I went to Sohu Guest, where the brothers have their own PC portal as a traditional media. So, we can completely define WAP website as "traditional media". The 3G Portal's news app, which has evolved from this "traditional media", is clearly a "transformational failure" for current performance.

An internet-genetically-engineered company has failed in the transformation of news apps, but state Digital as a company is a successful transition, completely cast off the media form of the entire new go desktop in overseas flowering, a sudden rise. It made me think again about the old question: is the traditional media now trying to transform the new media to succeed?

Know that the trend is irreversible.

The internet lets content and news not belong to traditional media monopoly resources, advertisers are always looking for the most accurate way to reach the target crowd. Looking abroad, the decline of traditional media is not even necessary to raise figures. The big newspaper was forced to close its doors and become more and more fierce. At home, newspaper advertising revenue has plummeted, and street kiosks are also known to shut down. The two years and our cooperation in the magazine announced the suspension has spread to the fashion, financial news such a large group. Since I bought a smart TV, no longer open the remote control to choose the TV station habit, has always been directly into the app to watch the show. Because of this, more and more traditional media leaders are aware of the crisis, will talk about the new media, and "traditional media decline and fall" shout louder than anyone else, it does strengthen more and more attempts and innovation. But the brutal thing is, for the traditional media, the Yourou improvement cannot cure the root, must innovate the revolution only then may save the future oneself. Therefore, the traditional media will decline!

First of all, Chinese traditional media culture is still the elite ruling leadership for Wang Resources operating brand benefits, while the new media pay attention to open equal service innovation. The two are in direct conflict. Traditional media is to do a manuscript to let the reader see convey my values, while the new media is for the user's needs to create content and even use user content, both directly conflict. In advertising, the issue of traditional media fraud, ratings fraud and the need for new media to third party verification data is also a direct conflict. How many people can have the courage to transform themselves into a company of the latter when they can still make a lot of profit? Being tempted by vested interests and not entering the field of innovation is a taboo in the internet age. Take a look at the weakness of the new media department in traditional media and the complexity of it. So, the future recession is inevitable.

Secondly, the majority of traditional media people or the literati plot is larger than the businessman thinking. This is why, many enlightened traditional media people talk about new media reform than new media people deeper and more thorough, but in the governance of their own media is still difficult to traditional inertia, innovation is difficult to completely push or halfway. There are institutional reasons, but there are also reasons. It is easy to make a suggestion, to deny a long time being someone else's own. There is no short-term transformation of talents, external talent and lack of mechanism to introduce, the recession is naturally inevitable. With Vogue and other top magazines of the group 2013 dare to send a long-term digital business people to do the Chinese district president, is very let me admire. In China I think it is impossible.

Third, many people have a new media misunderstanding. In my opinion, the new media has never been a lifeline to traditional media. It's a completely different species of two genes. The way out of traditional media must be a broader business model restructuring. For example, "entrepreneur" New Wengwen, and "Huaxia times" water skin very early put forward the concept of "service" to run their own media companies. In my view, they are more like the CEO of the company than an editor of the publisher, so the transformation is very good. There is a newspaper in Chengdu called "Women Magazine", Nanjing, a newspaper called "trend", can be used as an E-commerce company. But more traditional media still under construction website, build app, build micro-bo micro-letter, the third party new media company to collect the copyright fee to find the government to do more to protect the struggle. In essence, the competition between the new and old media is not clear understanding, can not lose to the new media?

We are going through a phase of denying ourselves the right to reinvent ourselves, full of pain. But I am convinced that the use of product thinking to replace the media thinking, with business model thinking instead of pure income thinking, to create a continuous breakthrough opportunity. In this industry, "tradition" will decline, only "innovation" to move forward.