How to make money from the media in three big platforms

Absrtact: Since the media is divided into a broad sense from the media and the narrow sense of the media, from the broad sense of the media can be traced back to the end of the last century, when the individual main, BBS personal album can be called from the media, and then is the blog, micro-Bo and so on. And the narrow sense of the media can be micro-trust the public

Since the media in a broad sense from the media and the narrow sense of the media, from the broad sense of the media can be traced back to the end of the last century, when the main individual, BBS personal album can be called from the media, and then is the blog, Weibo and so on. And the narrow sense of the media can be micro-letter public number as a sign, plus after the Baidu Hundred, Sohu, NetEase, Tencent and other media writing platform.

The broad sense of the inconvenience of discussion, if according to the narrow sense of the standard, so far operating since the media has a year, in the process of operating from the media, always met a friend asked: "You put so much energy to do from the media, how can you achieve profitability?" The question will be long if it is answered. It can be simplified to explain, in fact, since the media profit currently cannot be two kinds, one relies on the content of the media itself and channel to make money, a from the media platform to divide money. And the first is divided into two forms, that is, the star of the Luo thought--a lot of tweets and activities to gather fans, and then a service charge, and other models, including advertising, selling things, soft text implanted ads.

Since the first media profit model has been basically discussed to close to the bottom of the drop, today's focus is on how the media from the platform to achieve profitability. From the platform of profit, this is the recent period since the media in the development of more than a year after the market matures a new phenomenon. The author as a more "senior" from the media operators, just have actual combat, may wish to share some with Baidu, Tencent and Sohu News client cooperation experience.

Baidu Hundred

At the end of last year invited domestic well-known since the media operators in Guilin party, occasion officially launched Baidu Hundred, is a recent very eye-catching one from the media platform. And Baidu is attracted to the eyeball, or a word money, there are many rumors about the author in Baidu hundreds of large profits of the jokes, "The Letter Sea Light Micro World" also fortunate to be included in it. As a party wants to say, in the first day of the launch, the micro-world frankly did have a lot of advertising revenue, but this absolutely is an example, there is no duplication of miracles, everything back to normal.

Baidu is used in fact is the most original advertising-sharing techniques, and its reason is optimistic, because the operator is Baidu. In the previous, Sina blog's author divided mechanism is not successful, because it only flow, but not with the relevant platform, enterprise docking, to the flow of cash, and Baidu exactly both have. The energy of Baidu Advertisement Alliance is still very formidable.

But Baidu's problem is that it is still basically from the Baidu News page back to the author, but with the author more and more, the wolf is less meat, is obviously not a long-term solution. Determine whether Baidu can be big two key factors, one, Baidu management to want to do hundreds of big, is very big, or just the present appearance? Second, how to build a central to Baidu's ecology, to get rid of the home page and the recommendation of the dependency, ecological two words is very critical.

Baidu is currently the application system, if you want to join the work and personal introduction can send mail: Baijia@baidu.com. However, do not hold too much hope that the application may not be passed, and the second is that even if the passage of not so much money.

Micro-trust public number

Micro-letter currently carried out by the wide-point experiment. At the end of last year, the micro-letter launched an internal test of advertising for a handful of public numbers, which was to advertise links at the bottom of the micro-credit public number. For the public number, this is a very dangerous experiment, because it is likely not to make a few money, but the operation of the details are known, after all, there are some accounts although it sounds well-known, but the background data is unusually bleak.

Wide point of the split pattern and Baidu similar, but there is no such a diversion mechanism Baidu, two months, no one knows exactly how the effect, but in recent days there is a sudden outflow of data. At first there is a deep throat revealed that a click how much money is not allowed to be rumored, but it seems that there is a contract today on its public number to be published: In the CPC's advertising billing method, the unit price of each C is 0.5 yuan, 100% total to the public account, the beta platform does not participate in the partition ... Five cents a C, which is already quite high. According to the contract algorithm, if your public number of the article daily has 10w PV, in accordance with PV value of 0.005 yuan, the daily income is 10w*0.005 yuan = 500 yuan, one months is 1.5w yuan.

Explain this 15,000 yuan, actually very bad take, basically science and technology type account don't expect. Because an account number of 100,000 PV per day, it means that the account must have at least 300,000 powder, this is too rare. Luo thought has 1 million powder, but tens of thousands of of the monthly income this number does not care. The emergence of a wide range of micro-credit ads is actually a boon to the grassroots that have many fans and are hard to achieve business value.

Wide-point Pass is currently a small range of beta, interested people can get the relevant information: "Account number, name, fans, daily net increase fans, the last Sunday text reading and screenshots, operator name, private micro-signal, mailbox and telephone", titled: "Micro-letter public No. AD Access application from mobile Internet", Send mail to: xiangzhang@tencent.com try. But don't get too much hope.

Sohu Client

At present, the domestic news clients in addition to Sohu and NetEase, Headline News, Tencent and several other, the reason for Sohu as an example, is because it is really in the media, the largest investment, the most attention, exploration is also the most. Before the "reference message" account in the Sohu client received a large number of ads into the example of the split is not said, because this is actually not with the media does not matter.

My Account (micro-world) currently in Sohu from the media platform has about 300,000 subscribers. There are four main ways to get income from it, one is the form of fee, which does not need to say much; one is the interactive marketing cooperation; One is the brewing of the original advertising division (AD main billing, media orders, client intelligence recommended, according to CPM calculation).

The cooperation of the class-economy person and the original advertisement divide needless to say. But what is interactive marketing cooperation? refers to Sohu as a part of the interactive marketing of its mobile end. For example, Sohu since the media platform in the Spring Festival with a mobile phone manufacturers have cooperated with an eight-core mobile phone release activities. This cooperation, the author and several other technologies from the media into which the host theme from the media, live between the broadcast is set up in the Sohu News client, and was pushed to the home page conspicuous position. At the same time, "micro-world" as a mobile client host in the field to the concern of netizens for real-time comments, to explain some professional knowledge, industry background, and answer questions, the atmosphere is more active. After the conference, the special from the media published related articles and so on. In this interactive marketing campaign, the rewards from the media are actually obtained from ZTE, and this income is much higher than the simple fee. Another example is the movie premiere Interactive marketing, inviting professional from the media organization offline watching the film, published film critics and so on, has been more commonly used. Since the media review has two modes of communication, one is High-quality article will get Sohu News clients from the mainstream media channels recommended, the other is since the media itself has a group of hardcore fans to actively subscribe and spread.

The author in the news client from the media platform profit model between Baidu and Tencent, it has a home diversion, but also can subscribe to form The independent spread of fans. The best outcome is to retrieve both the length of the two, of course, there may be the most bad ending, is both sides do not penetrate. But the interactive marketing of Sohu from the media is valuable to the media author, because it is in the form of enterprise and team to actively focus on the commercialization from the media. The other two are derivatives that are regarded as a marginal benefit from the media.

Sohu from the media application can be easily completed on the phone side.

Summary

Although the media is now very popular, but in any case, it is always a new thing. As a media operator, very can not be reassured that their media is always attached to a certain channel or carrier, such as the public number to be in the micro-letter, subscription number on the client, the column to be in the hundreds, always have controlled fear, always worry about with hair. In this reality, it is important to pay attention to two questions:

First of all, do not put all the eggs in a basket, the author should be conscious of the composition of their own media matrix, microblogging, blog, news client, the public number of one can not be less, which is itself from the media to strengthen the spread of the moat, but also in order to prevent the risk;

Second, to consider themselves as a product manager, the various platforms of profit model research thoroughly.

Many people are interested in the fact that media readers are worried that the media will be so weakened that their energies are fleeting, and this is because it is always dependent on the carrier. So before the carrier problem solved, since the media has been at most in the intermediate stage, until one day, since the media is no longer subject to the carrier, and truly achieve the media between people communication. But then again, in fact, the concern about the carrier is mostly superfluous, please remember: since the core of the media is people, not the media, no matter how many media rise and fall, as long as you work hard, your personal brand is always in the promotion, this is you, as well as your self media, the core value.