Local portal community: closer to life than traditional media

In the media industry there is a maxim: "Who occupies your life longer, who is the more valuable media." "This is true, 20 years ago, the television in China has not yet popularized in the era, radio is people's leisure time to obtain information indispensable equipment, and some people even broadcast not away from the hand, go to listen to radio programs, get the information they want." It is conceivable that the radio was the most valuable media in the era except for newspapers.

After the 90 's, television gradually came into households and almost every family could watch television. Television immediately replaced the broadcast, its sound and painting in one, more direct and more vivid way of communication is accepted. "Seeing for real, hearing for the virtual" truth in the television media dissemination of information reflected incisively and vividly. Every night 7 o'clock, while eating TV broadcast CCTV news broadcast in the history of China's dissemination of a unique scenic line, even now, the news broadcast ratings are extremely high. This, of course, also has a lot to do with the broadcasting of local stations. Newspapers, radio and television have served as the main channel for people to get information in the history of communication. A5 website's triumphantly believe that although the traditional three major media is still very strong vitality, but with the popularization of the network and the continuous development of the Internet media, the role of the traditional three media has been gradually diluted to the lowest point, the internet has gradually become the most time-consuming medium to occupy people, people contact with the Internet in the future will be more and more long , every webmaster should learn to tap the value of Internet media, from which the opportunity to create value to gain benefits.

The vertical subdivision of the Internet industry and the increasing demand of netizens to obtain local information have accelerated the process of localizing the Internet information. Netizens browsing Sina, Sohu, Tencent and other major portals to get information more and more short time, close to their own life, can let their own understanding of local news events local customs site is gradually loved by netizens. The Netizen browses the large-scale comprehensive portal, often is the superficial view, also is difficult to maintain the loyalty to a certain website always. and local sites close to life, more netizens are interested in the surrounding with their own closely related information, so a successful operation of the local portal community in the user stickiness has a large integrated portal does not have the advantage. Now, large departments have more time to browse the local community portals than to browse large integrated portals. The local portal community has become the most important and valuable media in the Internet.

Take Changzhou's Dragon Lane and facing the West Shrine Hutong of Jiangsu Province, their user orientation is different, one is facing Changzhou, one is facing all cities in Jiangsu province, even some provinces and municipalities around the radiation. But these two community portals are designed to provide localized information for their own starting point. Especially the Dragon Lane, its user positioning is mainly for the 25-year-old young people, this part of the netizens most dynamic, the understanding of the network is also the richest, marriage, work, study, buy a car is this part of the most concerned about the people, the Dragon Lane to these users as the center, integration of all the resources, successfully built a set of consumption, life and entertainment, Information of the local user Exchange platform, the West Shrine is also the same, they are both portals and forums, the portal of information and the interaction of the forum close integration, mutual assistance, virtuous circle, and users close contact, is the success of local portal Community model. There are many examples of such success, such as the 19 floor of Hangzhou, the Pengcheng community in Xuzhou, Yantai community in Yantai and so on.

Here today is not to focus on the promotion and operation of local portal communities. And in comparison with traditional local media, this paper probes into how local portal communities can further improve their competitiveness and how to improve their grade. The author thinks that in the era when the network media is more and more developed and the role of traditional media is further watered down, the local community must dare to act as the local "civilian media", which is more close to life than traditional media, and can help local residents to understand all aspects of life around them, Better to discover people and things that resonate with locals in their lives, and to report some real news that is happening around them. Only in this way, there will be more users of the site feelings, rely on the site, will have more users from the traditional media to the site.

The local portal community has an advantage over traditional media in its proximity to life. The interactivity of network communication and the more liberalization of information flow, make it more than the traditional media to reflect the real life, but also to help the local people to solve problems, while the traditional media in the party and the government as the mouthpiece of the eyes and ears, may be true to the real life reflects less than the local portal community, on the other hand, The interaction between traditional media and audiences is low, which has a lot of limitations on the further excavation of news resources and the authenticity of news reports. Moreover, the local portal community has more advantages than traditional media in advertising business, the shrinking of traditional media advertising market and the limitation of advertising type restrict its development. Newspapers, television and radio health care, real estate, unlicensed drug ads are mostly, both vulgar and unable to grasp the needs of users. The cost of advertising in traditional media is also high, which restricts the advertising of local products and services that are genuinely helpful to locals. But the local portal is different, the advertisement puts on the low price, the user group fixed, may have the targeted advertisement, therefore its advertisement market potential is the traditional media cannot be comparable. Today, small and medium-sized businesses are giving more priority to the local portal community in advertising. Moreover, local community portals can attract users through some interactive activities, such as the "House Purchase Festival" organized by the Dragon Lane, and the community group buying that Pengcheng community has been insisting on for a long time.

Although the popularity of the network for the impact of traditional media is very large, but as the local main information media, the role of traditional media can not be belittled. The local portal community is the vanguard of the localization of Internet information, only more close to life than traditional media, in order to be in the local media competition.