Is there a way out of the newspaper website?

On a global scale, the advertising revenues of traditional print editions are on the decline. A large number of advertisers are inclined to choose more effective and low-cost Internet advertising. As a result, many newspapers are pinning their hopes on the Internet. There are many people with this idea, including the famous New York Times and Murdoch's Wall Street Journal.

A recent conclusion from Contentnex, a research firm, is expected to make people uncomfortable. Contentnext analyst Laura Fine said in a report that only news sites with PV up to 200 million times a month can survive, and that large news sites will have higher thresholds. 200 million times advertisers will be interested, more than 800 million interest will be much greater.

With the New York Times, it takes about 1.3 billion times a month for PV to survive, according to comscore, October this year, NYTimes.com's traffic was 173 million. 1.1 billion off the survival line.

Although the figure is a bit sensational, it reveals some of the pitfalls of traditional newspapers ' involvement in the Internet.

Do not attempt to perpetuate the high profits of the newspaper era on Internet news. If the circulation of newspapers is calculated according to the CPM of Internet advertisement, it is outrageous. Do you think that internet advertising will tolerate a high CPM because you are news site? It is impossible, "CPM" big drop, need a larger PV to balance.

Does the New York Times have 1.3 billion PV? It's impossible to exist at all.

Therefore, the newspaper should put down its posture, low mentality. To reduce costs and learn to work according to the rules of the Internet. Simply put: Learn how to use the Internet to produce content, learn how to use the Internet to disseminate content. Instead of piecing together a news site with the original operation.

Even so, the democratization of content production is becoming an important part of Internet news information, such as blog media. The types of people's access to information and the ways of communication are intensifying "subjectivity and personalization". The emergence of these content and social communication means greatly reduces the value of traditional media output and reduces their reliance on single news websites.

This is not to mention the diversity of Internet advertising itself, the diversion brought about. such as Google, classified ads, and so on.

Anyway, the golden age of newspapers has passed.

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