How to occupy the traditional newspaper industry in the big data age?

Data "Big" no need to equal zero, to collect "slow data" "Live data"

On the internet all the time in the production of data, people's lives ubiquitous in a variety of equipment, such as computers, mobile phones, smart appliances, sensors and so on, can always leave traces of human behavior, real-time data generation, these are geometric levels of increased data precipitation on the Internet, become large data. These large numbers

Data "Big" no need to equal zero, to collect "slow data" "Live data"

On the internet all the time in the production of data, people's lives ubiquitous in a variety of equipment, such as computers, mobile phones, smart appliances, sensors and so on, can always leave traces of human behavior, real-time data generation, these are geometric levels of increased data precipitation on the Internet, become large data. How big is this big data?

May 29, 2014, Baidu Chairman and CEO Robin Li at the Nineth annual Baidu Alliance Summit predicted the "next 5 years have a very big development" of the two industrial opportunities, the two industries are "BAT (Baidu, Alibaba, Tencent) will not be involved in the field of" : 1. New enterprise software to solve the problem from internal to external links; 2. Explore new and valuable "slow data", discover personalized predictive information, and find new and valuable data for users.

Li's analysis is authoritative and persuasive--with the expansion of users and the surge in traffic, the Internet companies are facing embarrassment: the collection of real valuable data is very small, no value of data increase, the accumulation of valuable data is not more than traditional enterprises have advantages. "For example, the recent fire of intelligent hardware, bracelet, glasses, collect a lot of data, but these data to come over, always feel that is not used, can not analyze." "To this end, he advises companies to collect" slow data "to obtain truly valuable data, to find and explore new data that can really help users solve problems. This judgment, for the newspaper industry such a traditional enterprise is a comfort, but also encouraged.

Another point of view is that Alibaba Group executive vice president Zeng recently a long article analysis that the most important feature of large data is not the size, but in the dead and alive. The death of the data determines everything, from data management to the use of data, data must be able to live, start running through iterations, in order to produce lasting value.

Since the traditional media and the emerging media and many large enterprises, how to use good large data basic standing on the same starting line, for the newspaper industry, how to use their own advantages and resources to explore and apply a good "slow data" "Live data", so that large data into the future of the newspaper industry a big growth, it becomes an urgent need to study and solve the important issue

Where do newspapers have a place in the big data industry?

Victor Maire Schoenberg, author of the Big Data age, is hailed as "the first person in big data business applications", describing three major components of a large data value chain: The first is a company based on the data itself, which has large amounts of data or can collect large amounts of data. The second is technology-based companies that typically have expertise but do not necessarily have data, often technical vendors, analytics firms, or consulting firms. The third is thinking based companies.

On the Internet, the cost of any initiative to collect huge amounts of data is unimaginable. Therefore, the first company based on the data itself is at the core of the value chain, such as Google, Apple, Facebook, Amazon, China Tencent, Alibaba, Baidu. Their advantage is large data aggregation and model building, they also try to make themselves into infrastructure and platform, so that large data on their own platform to play the most effective.

For example, in April 2014, Baidu officially released a large data engine, the core of large data capacity to open to the outside world to provide large data storage, analysis and mining technology capabilities to better help the traditional industry mining data value, accelerate the transformation of traditional industries and upgrades. Baidu Alliance will be based on the "Open Cloud" "Data Factory" "Baidu Brain" level three open platform to promote "people looking for information" to "information to find someone" change, for the media, DSP, advertisers, agents to provide a more simple and efficient promotion and transformation platform.

With data thinking and data technology companies, in the future competition is also in a favorable position, around the data transformation, will derive a new business model. One is the data asset storage, the other is the data asset pricing, the third is the data asset intermediary, four is the data asset management, five is the data-driven solution. ①

From the point of view of value chain and traditional advantage of newspaper industry, even when the newspapers are completely digitized in terms of collection, processing, storage and dissemination, even if the volume of data is large, the data is far from enough to be a company based on the data itself, compared with the companies that actually generate large data. The more rational and feasible choice is that the traditional press should focus on the application of data asset intermediary, data asset management and data driven solution.

Data Asset Broker-this application area is not unfamiliar to the media, such as Bloomberg, Reuters and Asahi News, Japan Economic news agency, such as information organizations, collecting free data into a database, through the processing and combination of data, analysis to generate new value, and then sell to the demand of enterprises, institutions. This is a major news agency and financial professional media strengths.

Data asset Management--sounds abstract, but the operational content is not unfamiliar to the press. For example, on the Internet every day to generate a variety of news, information, especially negative news, comments, regardless of the institutions, enterprises and individuals are positive or negative assets, since the assets, how to manage is a business. The supervision of public opinion is one of the core functions of newspaper industry, and the media is good at public relations, which extends to the management of data assets, the role span is not very big, it is based on the newspaper resources advantage of a pragmatic choice.

Then look at the data-driven solution-a wide range of applications for the newspaper industry. In the future, the media should be better than the social recorder and the information disseminator, and should be positioned as the social reader and the analyst, do well the deep processing, the deep interpretation and the Quweicunzhen service of the information and data, and the big data can undoubtedly become a great tool for the newspaper industry to carry on the thorough insight. The following is a detailed analysis.

How much use?

May 29, 2014, Baidu Chairman and CEO Robin Li at the Nineth annual Baidu Alliance Summit predicted the "next 5 years have a very big development" of the two industrial opportunities, the two industries are "BAT (Baidu, Alibaba, Tencent) will not be involved in the field of" : 1. New enterprise software to solve the problem from internal to external links; 2. Explore new and valuable "slow data", discover personalized predictive information, and find new and valuable data for users.

Li's analysis is authoritative and persuasive--with the expansion of users and the surge in traffic, the Internet companies are facing embarrassment: the collection of real valuable data is very small, no value of data increase, the accumulation of valuable data is not more than traditional enterprises have advantages. "For example, the recent fire of intelligent hardware, bracelet, glasses, collect a lot of data, but these data to come over, always feel that is not used, can not analyze." "To this end, he advises companies to collect" slow data "to obtain truly valuable data, to find and explore new data that can really help users solve problems. This judgment, for the newspaper industry such a traditional enterprise is a comfort, but also encouraged.

Another point of view is that Alibaba Group executive vice president Zeng recently a long article analysis that the most important feature of large data is not the size, but in the dead and alive. The death of the data determines everything, from data management to the use of data, data must be able to live, start running through iterations, in order to produce lasting value.

Since the traditional media and the emerging media and many large enterprises, how to use good large data basic standing on the same starting line, for the newspaper industry, how to use their own advantages and resources to explore and apply a good "slow data" "Live data", so that large data into the future of the newspaper industry a big growth, it becomes an urgent need to study and solve the important issue

Where do newspapers have a place in the big data industry?

Victor Maire Schoenberg, author of the Big Data age, is hailed as "the first person in big data business applications", describing three major components of a large data value chain: The first is a company based on the data itself, which has large amounts of data or can collect large amounts of data. The second is technology-based companies that typically have expertise but do not necessarily have data, often technical vendors, analytics firms, or consulting firms. The third is thinking based companies.

On the Internet, the cost of any initiative to collect huge amounts of data is unimaginable. Therefore, the first company based on the data itself is at the core of the value chain, such as Google, Apple, Facebook, Amazon, China Tencent, Alibaba, Baidu. Their advantage is large data aggregation and model building, they also try to make themselves into infrastructure and platform, so that large data on their own platform to play the most effective.

For example, in April 2014, Baidu officially released a large data engine, the core of large data capacity to open to the outside world to provide large data storage, analysis and mining technology capabilities to better help the traditional industry mining data value, accelerate the transformation of traditional industries and upgrades. Baidu Alliance will be based on the "Open Cloud" "Data Factory" "Baidu Brain" level three open platform to promote "people looking for information" to "information to find someone" change, for the media, DSP, advertisers, agents to provide a more simple and efficient promotion and transformation platform.

With data thinking and data technology companies, in the future competition is also in a favorable position, around the data transformation, will derive a new business model. One is the data asset storage, the other is the data asset pricing, the third is the data asset intermediary, four is the data asset management, five is the data-driven solution. ①

From the point of view of value chain and traditional advantage of newspaper industry, even when the newspapers are completely digitized in terms of collection, processing, storage and dissemination, even if the volume of data is large, the data is far from enough to be a company based on the data itself, compared with the companies that actually generate large data. The more rational and feasible choice is that the traditional press should focus on the application of data asset intermediary, data asset management and data driven solution.

Data Asset Broker-this application area is not unfamiliar to the media, such as Bloomberg, Reuters and Asahi News, Japan Economic news agency, such as information organizations, collecting free data into a database, through the processing and combination of data, analysis to generate new value, and then sell to the demand of enterprises, institutions. This is a major news agency and financial professional media strengths.

Data asset Management--sounds abstract, but the operational content is not unfamiliar to the press. For example, on the Internet every day to generate a variety of news, information, especially negative news, comments, regardless of the institutions, enterprises and individuals are positive or negative assets, since the assets, how to manage is a business. The supervision of public opinion is one of the core functions of newspaper industry, and the media is good at public relations, which extends to the management of data assets, the role span is not very big, it is based on the newspaper resources advantage of a pragmatic choice.

Then look at the data-driven solution-a wide range of applications for the newspaper industry. In the future, the media should be better than the social recorder and the information disseminator, and should be positioned as the social reader and the analyst, do well the deep processing, the deep interpretation and the Quweicunzhen service of the information and data, and the big data can undoubtedly become a great tool for the newspaper industry to carry on the thorough insight. The following is a detailed analysis.

Take advantage and public letter, do quality data service provider

Data-driven solutions can cover at least three major aspects: one is personalized customization, precision push content and advertising, the second is through the deep processing of large data, public opinion, information analysis, research and prediction, the third is the production of data news.

One, tailored personalized information content, private customization, precision push content, advertising.

Traditional newspaper industry is extensive, alpine spread, all the news information to all spread, lack of pertinence, precision. Even the network media, such as Tencent chief editor Chen Juhong said, "The current portal between the network media homogeneity is very serious." Future media and portals should make full use of large data and relationship chains to enable them to experience the feelings of social media while filtering for users, recommending the most appropriate content, and providing nearly tailored information. ”

In the large data age, production and dissemination based on user interest will be an important trend. According to the user's habit of surfing the internet, the traces of browsing, participate in the topic and comment on the content of its considerable time to browse the data for analysis, you can know its Internet habits, preferences, etc., according to these data, at the most appropriate time in the most appropriate way to the user to send their most interesting news, further is to customize the news. "Theoretically each user can be painted a portrait of the Web, with a UID (user identification) number, the personal interest map once built, become the basis of news production. The news production based on the personal UID feature and interest map not only has a clear goal, but also makes the user more viscous, and it is helpful to integrate the news resources, and even automatically generate the matching to achieve efficient and accurate results. "② to do this, we must use large data technology and correlation analysis software, to establish a mining and analysis of user resource database, through the integration and analysis of data, according to different user needs, to meet the user's personalized and professional needs of various content products."

Not only is the news production, in the advertisement management, the activity marketing and so on each link, must use the big data and the cloud computing, takes the data as the core optimization content, the product, carries on the market analysis, the plan, the launch, the marketing decision-making, the effect monitoring. The use of data technology to help customers locate targeted users, and establish user databases for precision marketing. The extensive development of traditional newspapers is undoubtedly a subversive reconstruction.

Second, the information processing, trend analysis and public opinion monitoring, should be the advantage of the traditional newspaper projects.

Albert Laslo Barabasi, a global network of complex research authorities, has pointed out that in the context of large data, many human behaviors are predictable. ③ However, massive data precipitation on the web, without accurate and reliable analysis and application, there is no value.

To a large number of government information as an example, the Ministry of Transport's web site in 2013 on the release of more than 120,000, the general administration of Food and Drug Supervision website active public basic database 43, data volume 1.66 million; the National Bureau of Statistics website database contains more than 30,000 statistical indicators, data quantity more than 6 million pens ... How many more valuable judgments and trends are contained in such vast amounts of information and data? Who collects, collates, analyzes, digs these and provides it to the public? Audiences expect the media to provide not only "fragile goods" news, but a wider range of information products. The media can not be satisfied with the setter of government information, but to dig out the useful information from the database and carry out trend analysis. ④

The public opinion judge is clearly a big data era in the press can show a skill in another area. Media is the instrument of public opinion. After the social media development, the online public opinion environment is more and more complex, the network has become the public opinion main battlefield. To fully and quickly grasp the situation of online communication, we can use cloud computing to monitor the content of all kinds of websites, forums, microblogs, SNS communities and micro-letters, to excavate the variation of the propagating content and the characteristics of the participants, to monitor, analyze, to put forward the response plan or forecast for the government agencies, Enterprises and even people to decide or respond to the reference.

The use of large data for public opinion monitoring, trend analysis, in the media has been a number of successful cases. For example, the Guardian's report on the London riots, the US New York Times's forecasts and reports on the U.S. election. In China, many media have also begun to do public opinion analysis. For example, the Nanjing daily newspaper New Media Center on the 2014 "Nanjing Little nurse was hit" This hot event of the microblogging spread of the public opinion analysis.

In the early morning of February 25, "Nanjing Nurse was beaten incident" occurred, online around the incident appeared various questions and voices. Nanjing Daily, a corporate micro-blog @ nanjing Daily, the "small nurse was beaten incident", respectively, on February 27 and March 5, the scene of the video report and follow-up processing reports. Two micro-blogs cover 50111171 people and 5198413 passengers. Among them, the forwarding level of February 27 has seven layers, the first layer forwarding 698 people, until the sixth level and the certification of micro-Bo forwarding, to the seventh layer also maintain a 10-person forwarding, indicating the appeal of the event is very strong. In the forwarding of this micro-Bo fans, fans more than 10000 of the 69 people, micro-Boda and certified users to forward the amount of 413 people, the official and "Big V" forwarding is a major event fermentation power. March 5 17:54, @ Nanjing Daily issued a "little nurse was beaten incident" to deal with the progress of the report, this micro-bo forwarding volume reached 3,614 times, covering up to 5198413 people, than the first micro-blog attention to a higher degree. Only the @ Marbur forwarding was forwarded 1400 times. In the communication force, whether it is the first or the second micro-blog, "Big V" and celebrity forwarding let the event spread speed is very fast, basically within 24 hours quickly fried.

This is the most basic analysis, with the help of software, analysis and judgment can also be in-depth to a deeper level, and can be put forward to deal with the relevant measures. But the real in the complex public opinion environment uses the big data technology also to take the time. It should be said that such large data applications for traditional media, is the advantage, can be a promising area.

Third, the data news for the future news content open up full of imagination space.

Data news, refers to the data analysis and filtering, so as to create a way of news reporting. was developed on the basis of the precise news and new precise news of Philip Meyer in the late 60. It can liberate the way of thinking of news production, innovate the narrative form of news, and help the public understand what is happening and its influence by exploiting and displaying the correlation and pattern behind the data and using the rich and interactive visualization means. Data news can greatly improve the science and authenticity of news reports, so that the media from the fragmented information and data found in the law and trends, so that the news report to reach the past can not reach the breadth and depth of the community to obtain a deeper insight, interpretation and prediction, so that the news more thickness, width.

Data-news production is experimenting with varying degrees in the global media, with many attempts at the New York Times, The Washington Post, in addition to the earlier and most representative British Guardian. In China, CCTV's "Evening News" officially launched a large data report form from January 25, 2014, from "according to" said the spring festival to "" according to "said the Chinese New Year" "according to" the two sessions, etc., to March 15 a total of 23 broadcast, become the earliest system, continuously through large data technology to improve the TV news broadcast form of the column , and received wide attention, increased the ratings.

In order to encourage the production of data news, the "Global Editorial network" and Google co-organized the "Data News Award" on May 31, 2012 for the first time, a total of 286 entries in 51 countries, the final 6 works awarded. The award-winning works are divided into three categories: data-driven news surveys, news stories with data visualization, and data-driven news applications, including mobile devices and Web pages. The second in June 2013, 8 pieces of news works from more than 300 entries to stand out, won the "Data journalism award."

Data News Network co-founder Markinsian believes that the data production includes a large number of information collection and collation, as well as the implementation of late programming, including social science research methods, computer data processing, plane and interactive design, network programming and other fields, investment is very big. "At this stage, the public's attention is not high" "Data news is very small, but important." ”

The production of data news is only the beginning, the appearance of the product level is also uneven, such as the British "guardian" in the actual operation of the most used mainly data maps, timelines and interactive charts; some media in China are still in the visualization of data. With the further development of technology and the upgrading of software and hardware, as well as the integration of traditional media and new media, production, analysis, interpretation of data, to explore an audience and users to provide a division of the service and experience of the development of the road, should be a newspaper industry based on the future of a lesson.

Now, China has a large number of newspaper group layout data field. Zhejiang Newspaper Group began its investment data analysis project in 2013, acquiring a user platform and focusing on the data depth mining of future social networks. This April, Guangzhou Daily Media Co., Ltd. (hereinafter referred to as "Guangdong Media") and Oracle (China) Software Systems Co., Ltd. signed a strategic cooperation agreement, Guangdong Media will share and research data with Oracle, which is expected to enhance the ability of capturing, organizing, analyzing and decision-making of large data in software and hardware, and cultivating open media large data system. and Oracle Company will carry out diversified database marketing cooperation, the establishment of an effective database system to achieve database marketing revenue expansion.

"The future of journalism is to analyze the data. "-This is the" father of the Internet "Berners describes the future direction of news. Now, this is indeed the traditional newspaper worthy of the focus of the layout of the field, but it is not enough to see this, Qiping said: "The rapid growth of data, the need for bandwidth and storage equipment and other infrastructure to increase investment, which is a dilemma for many media." "How to cut into the big data field and do quality data service providers, different media may give different answers." (This paper is a part of the "333 High-level Talent Training Project" funded by Jiangsu Province fourth). The writer is editorial director of Nanjing Daily and director of New Media Center.