Ding on new media operations: Vertical media need not do app should ship to sea

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"This is the Dingdao of the director of Speed road network, the dean of the Rapid Transit Institute in the" it times "from the media salon when the views of the collection. In this event, Ding shared his views on the new media, for the traditional media to take a new media route, he thought that there is no need for proprietary app, will produce high-quality content, through such as micro-letter, Weibo, Sohu and NetEase news clients and other strong channels to release, is a way to save all kinds of costs, that is, the so-called " By ship ", this article is based on his speed network for example, tell the reader" How a network media from 3 to 120 people ", for other interested in the development of new media business of traditional media, has reference significance. 】

Recently I took part in a media campaign organized by the IT Time magazine, sharing some of our views in the field of media and doing something. In fact, at this time last year I was able to share the content of the traditional media transformation from dry-goods sharing in the media, and to elaborate on the same point as today. However, at that time, the author of the rapid-transit network has just begun to try from the media, if they rushed to voice, is not the best time.

By the year 2014 of April, you can take some data. Of course, everyone in the circle like to use the data to speak, such as site traffic, Twitter fans, news client subscriptions to highlight their success or not, but these data we as practitioners know can be brushed out, the only can not brush I think that is you this media how many people, The number of people in a media can basically reflect the strength of the media. To this day, speed of the number of employees to break the size of the hundred, I believe that this number in the same type of media in China is ranked first, as for the income although the boss did not announce, but I feel in the same type of media, survival status is also very good, otherwise 100 supposedly people have starved to death.

In my opinion, micro-credit, micro-blog, news clients and other media platforms in the era of popular, not only radio, newspapers and magazines, television stations such as the traditional media, our network of media is also a traditional media. We all know to transition embrace new media, but most of the traditional media is still not put into action (Sohu home n years no changes can be seen in the transformation of traditional media how difficult it is). Since the beginning of 2013, the rapid transit network has been trying to transform, and after some achievements, we announced the transition from the media at the end of 2013, so many people saw this news at the end of last year, "social networking network transition from the media". After we announced the transformation, the industry and the same type of Speed network Web site said "You are crazy", we think that the concept of the media can not support a media.

In fact, the rapid transit network since the beginning of the media transformation began in early 2013, only the end of the official announcement. The fast-transit network was established in 2009 as an Internet vertical media, at that time in addition to Speed road network, the four major portals are doing science and technology portal, Techweb, send Generation network, billion power, Eric Nets and other technology media have done well, 2012 when the traffic reached the peak of history, the world ranked into 700, The highest one-day ranking of more than 300. But by the year 2013, the number of tech-media websites, including the fast-transit network, has stagnated, for the simple reason that our users are starting to get information on their phones. At this time we began to worry, because if we do not sit, two or three years of speed, techweb and even the four major portals of the technology channel will be updated media beyond. So what are we going to do?

Now I'm going to go into the Dry goods section and share what I did in the 29th it times salon and didn't speak. Content is mainly about our media from some of the attempts to do the right and wrong are shared out for your reference. Hope that we have passed the detour we can avoid, but also hope that after we try more reliable experience we can learn from.

Failed attempts: Making an independent news app!

Into the mobile internet era, many internet companies will have a stand-alone app, if you do not have you are embarrassed to say that they are engaged in the Internet. The fast-transit network also made a news app two years ago, and it seems to us that users will have a better user experience when they look at news through an independent app. But in the end, the fast-path app is just like any other news app on the same Web site without any sound. Today, as a graphic form of the network media, there is no need to do their own independent app, users take a UC browser can see the content of 100 of the media at the same time, he will not go to download the media independent of the app.

March 29 Salon, "It times," the founder of Jian asked me: "Xiaoding, I see you recently very big, you do news app what experience is worth our reference?" I replied: "I personally do not recommend this kind of media to do independent app, do you see the current domestic technology vertical app to do it?" At least for now it seems that there is no, but everyone's micro-blog, micro-letter, Sohu News client did a good job, and most of it has begun to commercialize. If the IT Time magazine were to make apps, it would be a huge burden to spread the problem, and the sheer news app user retention was a big problem. Instead of being a stand-alone app, you might as well focus on the spread of the platform. ”

Jian rhetorical question: what should you suggest to do?

Vertical media should ship to sea

I believe that Jian's confusion is a common puzzle of the founder of the media, but also the confusion of our time, how should it be solved? I'll break another story here:

After May 2012, there appeared a large number of tiger-like sniffing patterns of the site. This kind of website is popular in the internet for a time, bringing a lot of fresh air to the industry. I know a Shanxi's it big guy even said to me: "The future of the media model is the model of the Tiger sniffing, you do not like this." I did not respond to the view of the Shanxi fellow until 1 months later.

June 19, 2012, I took a few it writers to visit Tencent's discuz!, originally I was on the title of "media editor" to do share, but that day I learned some of the ideas I have benefited for a lifetime. The man who makes my mind discuz! is the Zhang of the in order to persuade the majority of the webmaster to join Tencent's platform, with such a metaphor: "You have a big river in front of you to the other side of the river, you build a ship yourself, or the use of other people's boat?" The answer is self-evident, if you are normal, Then you have to take someone else's ship, if it is Tencent Baidu such enterprises, they can ship their own shipbuilding. Zhang's words, let me suddenly enlightened, in fact, not only to do the site, do the media is the same, in today's media era, we each of the media should consider a question: "I am going to build a river, or to borrow a boat across the river?"

When we come back to the meeting, decided such a thing: from today, we have to use the strength of the platform, let the speed of the original article out of the network can now appear platform, speed network even its own flow of 0 has no relationship! A lot of people don't know, At that time, the Web site of the original article 30 to 50 articles per day (in terms of quantity, should be the industry most of the bar.) Of course, I also admit that we have not enough depth of the article, after all, the speed of the two words is not the depth, but speed. In our survival rules, the speed is greater than the depth, which is why the speed of the network to rob the fastest reason for the news, but the article is generally limited in the speed of the network release, influence after all limited. Said to do, then we put the company inside called a woman man's a big beauty transferred to my department, and I work together to do a specific job. We are in the short term, and Sohu News client, NetEase cloud reading, fresh fruit, Zake, today's headlines, instant news, cool discovery, Tencent subscriptions, and so on almost all of the mobile reading platform to establish a cooperative relationship, settled on these platforms, so the flow of the network has been expected to decline, but we have more influence than before, Because in the same period our advertising revenue increased, the number of employees also increased significantly.

Of course, micro-blog, micro-trust platform we have been used earlier, and put a lot of energy. But I have nothing to share with the other media in this job.

Let us return to the jian of the confusion, by boat to sea is my answer jian questions all the answers.

All-round transformation from media to sailing

All the media in the 2013 were talking about the transition from the media, but the discussion went on to the stage where everyone was talking. The rapid transit network in December 2013 announced a comprehensive transformation from media operations, and set up a fast-path network from the Media Alliance.

At the senior level of the rapid transit network: The speed of the network to the transformation from the media, can not be simply understood as the web version of the news to the mobile end of the transfer. The media environment is evolving, now anyone can speak, the media and the user relationship has long been not a single communication and audience, the media should be more involved in interaction with the reader, since the media is the best way to achieve this communication. "Up to now, the rapid network in the Internet finance, hardware innovation, video, home appliances, online games, electricity and other areas of the Alliance public number has been nearly hundred, covering the audience over 3 million people." The reason for this adjustment is due to the media environmental changes brought about by the cognitive.

In the new media age, do not expect users to pay for the purchase of content. But to attract fans first, then the "fan economy." Our experiments in the media have found that the audience is more eager to interact than the communicator, or there will not be so much from the rise of the media number. Speed network from the characteristics of the media Alliance, is to meet the "atmosphere son", "talking", not condescending criticism, the real stand in the user's perspective to think, will win more audiences.

"When people no longer rely on television, radio, PC Internet and other access to information, mobile phones, tablets have become an important way to access information, the media form of this change, has already let the traditional media feel the survival crisis." The change of readers ' reading habits has made the traditional media scramble to launch their own new media platform and adapt to the new needs of people, but just like Ding said, the new media era to meet the "atmosphere son", "talking", not content to move to the app is not intact, there should be big changes, such as specialization and service. 】

In this way, we have to each staff to comb, break the original way of doing the media. All of our editorial teams are starting to get started and are going into various areas according to each of our editor's good points to locate content and account: For example, has been to maintain the vitality and influence of the rapid transit network official micro-letter, introduced the global entrepreneurs, hardware innovation polar agents, focus on the IT sector investment in mergers and acquisitions, listing, Third-party payment of LU Business, With you all the way to pay attention to the electric business industry dry goods, a taste of the electric business on the road, the founder of Fan Feng personally to do the original content of the fan's road, into a most authentic electrical business behind the world's e-bus, there are speed network of all staff personal micro-letter account, and Believe that many of these people are already known as media people. At the same time, in order to further enhance the influence, the fast-track network from the Media Alliance led the release of China's first "self-media self-discipline Convention" and launched the first China's "hundred strong from the media selection" and the online awards ceremony.

In the end: While our transformation has yielded some results, the risks remain high. For example, many people say, "in case of micro-letter, micro-Bo and other platforms die, how do you do" such a problem, but I believe that as long as we have original content in the future, even if micro-bo and micro-letter died, there will be a new platform for us to play. It is our winning rule to constantly change ourselves and continue to cater to future trends.

"Since media man Lo Zhenyu the traditional media era to the" mainland era ", and the mobile internet brought about by the new media era called the" Archipelago era. " In his view, this is a completely different way of living, implying that the new species must have an "amphibious" attribute. How do you make the delivery of information no longer a pyramid structure, but a preference for user-information interaction? At least Dingdao's point of view provides a new perspective for people to think about. 】