Portal revision: Merging with mobile clients

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[Core Tip] The use of streaming pages, mobile phone client's editorial power and web version of the same, a push, automatically spread to all terminals, we see in different places are the same news list, editorial power will be unprecedented liberation.

Unlimited scrolling, similar to the layout of the blog page finally began to replace the so-called "Sina model" of the overcrowded layout, become a traditional portal choice.

July 2012, Tencent Technology revised into a blog layout, triggering a lively discussion. Subsequently, NetEase Technology's latest revision has also become a blog layout. This January Yahoo America homepage Revision, introduced like microblog, Twitter, drag to the bottom of the page automatically loaded function, and can load to an infinite length.

April 8, the Beijing News channel revision using "Infinite scrolling", the same period of Baidu's navigation site Hao123 "News" plate also changed to "unlimited scrolling", but the impact is small; August 6, Tencent News Channel revision, finally began to become a popular portal to blog layout of a turning point.

I am particularly curious about why this streaming layout will eventually be applied to the most traffic-affecting news channels, why do you really want to start abandoning the traditional Chinese portal? I'm even more curious about why subversion starts at this time node.

"Chinese style web Design"

The so-called "Chinese-style web design" seems to have a reputation outside. This can be summed up in the following situations: Full screen of dense links, flashing flash and video ads, and so on. Less than a year ago, you could also measure the vast majority of central and local portals with this set of standards.

If you go back to 97-98 years, when the Internet station first appeared, then the biggest limit to the Web page is bandwidth and speed. After a year or two, the internet bubble era of the portal, to obtain a certain bandwidth, began to "retaliatory" the small word link covered the entire screen. This is almost the case at home and abroad.

From two columns to three columns, from 800 like pixels to 1024 pixels wide, the site layout still helps them to have as much content as possible in the first few screens. All articles have only one title, with a picture at most. Only the headlines can enjoy the special treatment of a sentence summary. In the article content page, around the body is also dense ads and other channels recommended links.

This seems to me to think of a completely unrelated phenomenon, is the Chinese people like to take advantage of the appearance-is the last few days food festival made a big pot of Korean mixed rice, old ladies took the plastic bag up to grasp the appearance-want to occupy the page on the shred display position, even if the expansion of the network space is free.

Speaking of "Chinese-style Web page", the unified response of the portal is that the user has been accustomed to, if we change will brush off PV, affect advertising revenue. Tencent Technology was the first to change into a blog layout, peers almost unanimous view is: they do not want to live.

There is only one explanation, portals are almost even coax to cheat the user into the click. The new media and the media have also used this percussion portal to say that you want those traffic to be useless and we have the influence you don't have. But the influence is not a measurable good indicator, so the advertisement Lord is covered.

From typesetting to streaming

To "pull in the end", thanks to Weibo and mobile news clients. Cell phone screen is small, typesetting is not easy, can only read from the top down. The Chinese people on the mobile phone screen reading habits, from the mobile newspaper began, and the nature of the mobile newspaper, now appears to be micro-blog summary.

Typography means that a message on a page has a variety of different classifications, and different plates can be displayed side by side in the same visual height, and they are mixed with the label pages of the same plate. Flow means a single, reliable way of classifying information, reducing the user's choice and standardizing the user's habits.

Typography used to bring in other problems. The network can accommodate theoretically unlimited number of articles, in order to facilitate, will often adopt the method of grabbing news, the news source of all the articles indiscriminate grabbed to generate a page, and most pages will not be on the version, some PV are single-digit digits. If there is only one flow, the editor does not need to push the news to different places, not only save the workload of editing, but also to eliminate redundant article page generation, into a wasted bandwidth and space, also can not retrieve the "information black hole."

As a former editor, individuals are deeply disgusted with the news. Different position words limit, from 10 words to 20 words have, a news to push to three or four different locations, including portal home, channel home page, column headlines and mobile phone version, sometimes also have to separate screenshots. This takes up a great chunk of time and effort in the portal editing effort.

If the use of streaming page, the mobile phone client's editorial power and web version of the same, a push, automatically spread to all terminals, we see in different places are the same news list, editorial power will be unprecedented liberation.

The flow generally takes the time as the preface, along with the technology progress, to the user data accumulation and the excavation, will also step into the intelligent sorting, pushes the personalized news. This is more to promote the portal of the news editing semi-automatic even fully automatic development, thereby reducing operating costs, can also cultivate a new way to promote the hard advertising.

From typesetting to streaming, it shows that these sites have more confidence in the user from the beginning, and on the other, they mark the increasingly serious dividing line with newspapers. The overall reduction in advertising, but also means that the flow and advertising-oriented profit model, it is no longer the only lifeline of the portal.

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