The survival way of local news websites

Today, the Internet is growing at an unprecedented rate, with the central news sites and large commercial sites, is a number of local news sites with media background, because of the strong media resources, master the source of information, and a lot of traditional media practitioners to enrich the site, coupled with the market-oriented operation management model, These new forces have grown rapidly and become the backbone of the local internet industry. Of course, there are some obvious problems with these sites, that is, local characteristics are not very clear, like the Central news sites and large commercial sites, such as housing, domestic news, international news, cars and other channels, resulting in the "Thousand Network side" of the situation, local news sites how to highlight local characteristics, Raising influence is an imminent problem.

Strengthening local characteristics

is the survival of local news portals

In the early days of universal Internet access, network providers for the local establishment of the port, this is the first batch of local portal nature of the site, and then the implementation of the local government from the Internet project, and the birth of a number of local sites. These port and local government websites have the potential of the portal, but most of them are lax in their operations and in the image. As a cautionary tale, to the media based local news site in the content update up and down the strength, but, the development of the Internet requires local site is not only simple news, but also to run a feature, so as to occupy a place in the web.

"Only the national, is the world", the same, only local, is the Chinese, the world. In the rapid development of the Internet today, as long as "a mouse and a cat" can be logged into any one place in the world site, then, in the Central News website key news sites and large commercial sites in front of strong competitive advantage, people, wealth, force are short board of local news site How to do, this is not only a development problem, even survival problems.

The site's focus is the life of the site. So, how to let netizens pay attention to the local website? To sum up, is to achieve the localization of the site, localization, in line with the purpose of serving local netizens, to increase the sense of belonging to local netizens.

strengthen the integration and collection of local news

highlighting the characteristics of network media

January 23, 2007, China Internet Network Information Center released the 19th China Internet Development Statistics Report, the report shows that up to the end of 2006, the number of Chinese Internet users reached 137 million, 2006, the number of Chinese netizens increased the most year. According to the relevant survey, more than half of the Internet users to access the main purpose is to view the news, thus, the network news in people's understanding of the world, the growth of insight has played a far-reaching impact.

At present, most local news sites have media background or media support, for example, the Northeast News Network is under the leadership of Provincial party committee and Provincial government, under the direct leadership of the party committee propaganda Department, is authorized to integrate all the media resources in the province. As a result, there is a natural advantage in local news campaigns over Central news sites and large commercial websites. Be able to do local news fast, comprehensive release. It can be said that most of the Internet access to the Northeast News network for this reason came.

However, the network news is not only a simple reprint, more should be effective integration and collection, highlighting the characteristics of network media.

The editors of the network media should play the manuscript or news clue which the traditional media has already released. Emphasis on tracking news clues, looking for the extension and content of the news, there is analysis, background, predictability, through the release system Editor into the in-depth reports easy to browse by netizens. Therefore, it is not the most important to provide information to the network news editors, it is the most powerful weapon to make effective processing of information and improve the quality of information service. Therefore, for the network news, "RELATED links, related news" may be more useful and necessary supplement to the traditional media news for netizens.

In addition, outstanding features are indispensable. For example, Hunan red Net "Red Pepper Forum" is a very special column, it through interaction with netizens form, condemn, like the name with spicy, highlighting the local characteristics at the same time, in the country also produced no small impact. And the "Red Bean Community" of Guangxi News Network also vividly embodies the local characteristics.

increase the interest, information, readability of the website

But it is not enough to rely solely on news to attract local netizens. Interesting, informative, readable as another leg of the content of the site, more and more attention by the people of Insight. Northeast News Network Taiwan Long Fu Yuchun in the "Western Network Media Summit Forum" on their own insights: "China's web site, especially the news site, the thousand net side of the separatist must break, must run their own characteristics, the local characteristics to do online." The local news website's interaction is not enough, especially regarding the common People's daily necessities the interaction lacks, we must reflect. "Life information because and people are closely related to the popularity of netizens, the Internet to find information is becoming a regular work, which is to improve the adhesion of netizens one of the best way." Therefore, sports, entertainment, science and education, Life class information is the important content of local news websites. As a result, locals can easily live through the site, and outsiders, through the site can learn more about the local customs.

For example, in 2003, the Northeast News Network issued daily Health Hall of the "SARS" epidemic report and a large number of prevention of "SARS" knowledge, attracted a large number of netizens, not only contribute to social stability, but also make the Northeast News network famous.

And the website is interesting, the readability is also indispensable. Because, network media and other media are different, because people surf the internet mostly is to seek a kind of relaxed and comfortable entertainment purpose, so the network news has some recreational characteristic. Especially some picture news, this kind of entertainment characteristic appears more obvious. For example, netizens use some network technology to make the real news or events into funny cartoons or vivid flash, in humor and humour to express their feelings of love and hatred of the real world, this kind of online journalism often makes people laugh, causing reflection and tacit resonance.

increase the interactivity of local news portals

The internet brings not only a new way of communication, but also a great influence on the life habits, working methods, values and ways of thinking of the public. From the perspective of the history of communication, the role of the audience and the communicators has undergone a transformation, that is, the old "disseminator-centric" model has gradually been replaced by a new pattern of "audience-centric". At present, the most important interaction is "forum, comment, blog" And so on, such as web2.0-oriented way, these modes of communication also cause the openness of the network news.

Web2.0 makes the internet provides a public place where netizens communicate, a large number of opinions and views are collected, exchanged and disseminated through network media, secondly, netizens express their views through the network media and realize their rights and obligations as members of a society.

The "free market" theory also applies in the age of Internet communication. The network news commentary Exchange, the interactive dissemination way and the characteristic, to some extent is believed to promote "the opinion free market" the formation: "If, to the traditional mass media, the establishment public opinion market is always an ideal, then, the Network Media forum is approaching this ideal". Network interaction has some characteristics, such as openness, timeliness and comprehensiveness, make "forum, comment, blog" and so on with the news events to the depth of development, and constantly enrich the latest and fastest information, the fastest speed to follow up the occurrence and development of events, as well as the news events related to the horizontal reports and background information to accommodate in the special news commentary.

Therefore, if we strengthen the guidance of public opinion, the interactive area will become the best combination of local news websites and local netizens. Through interaction, netizens can provide a lot of information and comments on the local politics, economy and life, thus opening up another propaganda position, and this kind of spontaneous disseminator, which relies on interaction, will become the most faithful audience group of the website.