Big picture, short summary, small topic portal revision to the mobile client

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In the media industry Bureau, outsiders say the vigorous new media revolution, in the individual experience is very difficult to have a very dramatic performance. Everything seems to happen naturally, after a period of time looking back, only to find a great difference.

The day before yesterday on the Internet to check the news, see Tencent's news home again revised. In early July last year, launched a "technology blog" revision of the pilot a full year, Tencent appears to confirm the effect of the revision, from the science and technology channels and sports channels to promote the entire portal.

As a member of the media industry under the impact of mobile internet, Uncle Miao is very concerned about the changes of various types of media at this stage--because everyone reflects that money is not profitable, on the other hand, there is a problem with the business model. In this case, the media to deal with only a few: strengthen the content, emphasis on uniqueness, strengthen technology, emphasis on personalization, enhance social, emphasis on stickiness. But in the form, the news portal's revision also diligently pursues the user custom the change, more reflects the industry vicissitude.

Tencent technology from last year's revision to this year's home page revision, the most intuitive change is: The number of news bar significantly reduced, a single topic to obtain more resources, from the main map, feed to related, a topic is a small topic. This is to adapt to the current large amount of information overload, the user of the supermarket-type portal produced a rebellious reality. People used to list the ugliest pages in the world, and China's several big portals are on the list (the name of the top is not to mention, it can now be seen). One of the main features of ugliness is the length of the page. Assuming that the mouse wheel rolls a week just to make the page scroll one screen, most portals have to scroll at least 15 times to navigate from top to bottom.

But this apparent ugliness has existed for more than 10 of years. Portals themselves do is the information industry, should have known that the lack of beauty of the home page is more unpopular, they do not lack of money, why not find a art to change into a pleasing noble Leng home? A portal executive told me: because the internet traffic is king, dense links, long pages this setting, its UV conversion to PV is the most efficient--with a no technical color of the word is, the single user points open the highest number of links, so this page's flow conversion efficiency is the highest. and to advertising for a living portal, traffic is cash income, is the lifeline. On the other hand, long pages can also help you advertise more.

In the revision to "big picture, short summary, 疏阔 page", the visual effect is definitely improved, but the resulting number of advertising will reduce the amount of business income is affected? Miao Uncle had interviewed Tencent Network editor-in-chief Chen Juhong, this time to tidy up a few questions, continue to find her exchange.

Chen Juhong First in the number of confirmed "home shortened." In the past, Tencent News home page has 21 screens, after the revision only 9 screen, significantly reduced the page more than 50% (also extended the life of our mouse-miao). This, of course, brings a reduction in advertising, but this reduction is not proportional to the reduction from 14 to 10. Through the previous dense page optimization, the 10 ad bit of the monomer area has increased, but also increased the premium space.

This actually with Miao uncle's intuitive feeling is consistent. I've always wondered what it means for a portal to make a page of more than 10 or more than 20 screens--How many users are going to end up watching it? Those ads down there aren't suckers. Then an advertiser confirmed my guess, he once advertised at the top of the first-level channel of a portal, a day down only 200 clicks-some people want to say that display ads should not be counted click, but he put ads, content is the reward click Users to register the site. The conversion rate is indeed a little low.

Miao uncle to see the next several other portals home situation. Depending on the screen resolution, the length of the home page is different. Tencent News after the revision of the 9 screen for the base, Sina News for 22 screen, Sohu News 20 screen, NetEase News 21 screen.

However, it can be seen that advertising revenue with the length of the page, link density has not been directly proportional to. Starting last year to start the revision of Tencent, page length, link density should be the lowest, but according to the second quarterly, Sina's network advertising revenue of 120.6 million U.S. dollars, Sohu advertising revenue of 146 million U.S. dollars, NetEase for 44.36 million U.S. dollars, Tencent is a ride of the dust for 210 million dollars. Tencent, Sohu has surpassed the previous portal boss Sina, because both are free from the portal heap traffic alone, in the video, social platform and intelligent advertising has made great progress, more developed a UV (single user browsing) value, this is worth writing a separate article to discuss. So, the era should have passed. In the era of increasingly fragmented user time, how to "sticky" the user is the first place.

In response to the fragmentation, Chen Juhong also described their approach. We can also see the appearance of the new portal, Tencent News client has been basically the same (or large pictures, short summaries, small topics), and in the content personalization, users can also customize their want to see which channels, and add it to the navigation bar, this function has been implemented on the mobile side. In the future, local news readings will also be provided based on the reader's IP, and the PC and app are synchronized with the collection and subscription news. Miao uncle's experience to see, the successful attempt to move, many times and not simply break the news, Shorten, but to bridge, eliminate the PC, mobile phone between the reading gap, so that users do not feel the switch to the terminal.

Of course, to do this, the first is the user login. This is Tencent's advantage, whether it is QQ, q-zone or micro-letter, Tencent has at least three dimensions of the largest user groups in China. Miao in the revised last year introduced Tencent's personalized attempt, this year this attempt will be in the subscription, reading habits and other aspects continue to dig deeply. From the provision of personalized content, but also can extend the provision of personalized advertising, complete the changes in the business model.

From the data, Chen Juhong also affirmed the "revision of the pilot" success. Last year, after the technology and sports channel first experimented with "going to the gateway", a few months later showed significant traffic growth. After a year of the full channel revision, after the revision of the browse volume this period rose 46%. Aside from the news effect, it can be seen that the small partners are really fed up with the dense door ...

Throughout the communication process, Miao also can feel the Chen Juhong of a trace of anxiety, we can see her expression: "Interactive as the characteristics of the second generation of portals just emerging, micro-blog and portal integration has not been completed, to ' people ' as the center of the big Data era and quickly arrived." "I believe this is also the anxiety of most media people who have been concerned about the changes in the industry over the past two years: the technology-driven media has changed too quickly, the old patterns have been broken, the new models have not been perfected, and they have become old models." Tencent, who sits on China's biggest user, has such anxieties, and how can other media students cope with the challenge? (Text slightly abridged)

This paper is transferred from "Zolin Right Beaver" micro-signal