It's time for the media to change.--2c nothing to do

Recently, with the media to chat more, there are new media, there are old media, summed up some things, some of the views also extended from them, take out to communicate with you, and welcome to make bricks (after the Roar there are articles to send). The article is longer, for the convenience of reading, the nonsense has been removed, genre-type ppt, mobile end adaptation, most of the views from the new media, summed up the following three major points:

First, not optimistic about the current media products (2C Class): 1. Traffic and advertising will become more and more worthless, 2. Media patterns change too quickly, the media is too tired, general media barriers are not high

Second, to do the thinking of the media should be changed: 1. Affiliated industries, vertical categories have to do, because of double barriers, 2. Vertical media how to cut too important, the direction of space, PS Why to start from the media?

Third, the future of the media: 1. Channels and content sources are increasingly differentiated, doing more and more extreme 2, new tools will emerge later

One, not optimistic about the current media products

1, Pan-media, traffic depreciation, 2C nothing good to do.
The nature of media in the Internet age:

The essence of the media is information, anything that provides information can be called the media
Baidu, vertical search, online database, are all information, can be called media
PPLive, ink weather, these are also information and media
People in the future will consume more information (media competition is becoming more and more blurred)

There is nothing to do with the media (2 c). Because advertising is worthless, traffic is worthless:
The business model of charging C is two kinds: advertising, or paid subscription

In the past, the limited number of media, advertising limited, the market is not full competition, advertising valuable
Now, the website is more and more, the advertisement is more and more, the user attention is more and more dispersed, the advertisement is more and more worthless
Before, there was flow to be able to become present
Now and then, the Internet will become more and more traffic, a single site in the internet will be less and less, traffic is becoming more and more worthless

Because the total Internet traffic is getting bigger, shunt, to C-fee business model is two: advertising, or pay subscription, so later to the C will become more and more difficult, 2C media will have nothing good to do-weak weak say, even micro Bo did not do it.

2, the media shape changes too quickly, the media is too tired, universal media barriers are not high

Media product iterations are too fast, focus on the media, generic, and too hard to do:

General class (relatively vertical) of the media, such as Weibo, medium, information barriers are not so high
Brand + product experience can keep up, also no charge, the user will not leave
But once the information is integrated and presented differently, the user shifts the
Users like text today, tomorrow may like pictures and videos, the content of different forms
From the production mode, users like to type today, like to take photos tomorrow
The next generation is more likely to just like voice input and not like typing
User habits and requirements are getting too fast

From the historical point of view, the content of the Blogger,twitter,medium, the product continues to iterate, users continue to transfer
So, the media is a never-ending thing.

It can be said that focus on doing the media, focus on how to produce information, how to organize human production information, is very tired.

Other than that
Content Platform for generic classes
Content can not be charged: information channels, you charge someone else will be free
Content barrier is not high: information production, unless you can do the brand, the brand has a certain inertia, but the barriers are not so high
Flow to do very large: unless we do the first 10 of China's internet circle, it is difficult (to know for example, now belongs to their own users do dispersed, can only rely on large flow of cash)
I can't do it. Downstream: Content plate is too big to cut

So, the content platform of the general class is not good, the business model imagines the space is small, most can only do the public welfare enterprise--although some platform valuations are high now, the valuation may be the traditional media estimate, the traditional media thinks that it is their upgrade iteration version, but actually they did not see clearly.

and other society to give a large number of public welfare media can do not earn the foundation and conditions, at that time can, but now the social conditions have not yet reached.

Second, the media to do the thinking of the change
1, Affiliated industries, vertical categories have to do, because of double barriers

Media is not linked to business and has no long-term driving force:
Traffic is getting bigger, and simple information is getting worthless.
Information integration is valuable, but information integration, efficiency, the essence of the business-driven

Business class information, users do not relate to your form
What form is not so important, no matter is the text picture video, as long as can serve the user, brings the value to the user
Vertical class + Affiliated industry media, a heavy barrier is:
Know what information users need--because they're too vertical and too focused, so they're more professional, and it's hard to have other unprofessional media know what to do.

Plainly, the vertical class of affiliated industry media advantage is in the information itself
Information that is provided to the user that the general media cannot filter or produce, rather than the form of information
No matter how the shape changes, all the content patterns, service patterns are for the final deal
Starting with the first piece of information the user gets, and the full set of services behind it, is for the final deal.

The double barrier lies in:
Some people may understand the industry, but not necessarily understand the media, not necessarily understand the information dissemination and media operation
Does not necessarily understand the use of a relatively efficient way to spread professional information

So the competitiveness of vertical-type media is a comprehensive thing

Of course, if a media has a better way of presenting information, it is quicker to pass information to the user
Existing industry media will be eliminated, but this time will not be so fast
--because the industry media do is to swim up and down, and upstream and downstream integration takes time

2, vertical media how to cut too important, the direction of decision space, PS Why to start from the media to do?

Why to cut from the media, this is a problem
The idea of doing the media should change
The future of the form will be, first from the industry, service start, first think of the business model, and the media is only a means, but also a very effective means?
The media can quickly accumulate company brands, resources and influence, which is an efficient way for the company, at least initially
And the media itself does not make money does not matter, or less important?

So now do a media you're not doing a media
Not the first media, after landing
But first think of the industry, want to serve, and then do the media

How to do the media how to cut, how to hit the ground?
The plate can't be too big.
It must be the application scene.
The application scenario is a very specific, straightforward thing.
The reasonable situation is that the user sees your content and knows what to do next, and he can relate to the relevant application scenario.

Now some media, on the surface is also perpendicular, but the plate is too big, too big hard to cut
Users see his content and can't imagine the actual application scenario

Many internet companies, inadvertently inserted Liu did the media, do a certain number of users to think of business model, the idea is very detours-this way is also the previous routine. But now, in fact, the best is not detours

For example, "Business value", "Forbes", "first finance", what do you think readers see their content and what are their attributes?

You might think their users are high-end, so they actually do high-end clubs. But the content of the attribute is still blurred, do the back, only this, can not be materialized, can not be cut, cannot scale.

Of course, this is a good thing for a small team. But if your positioning is an Internet company, want to scale, that just for reputation, for influence, in order to do the media media, may be far from enough, is not think clearly.

Business is direct, the more direct the better, the best to start to tell the user, what do you do.

Brief discussion on the future of the media

1, channels and content sources are increasingly differentiated, do more and more extreme

Information sources and information channels will be increasingly dispersed, more and more subdivided, it is difficult to have a monopoly:

This trend is already visible on social networks:
Users on Facebook are social, profile;linkedin, social, job profiles, micro-credit acquaintances, Secret and Snapchat, private social

Information channels have become more and more dispersed
Because different expressions need different channels, information channels are increasingly differentiated

And now users in different channels will share different information, send different posts
Ask questions on Quora, write emotions on Medium, work on LinkedIn
The differentiation of different social networks leads to the differentiation of information sources, so the information source will be more and more dispersed.

Future information sources and information channels will be more and more subdivided, it is difficult to have a monopoly

2, platform platform, the future will appear new tools

There will be lots and lots of content platforms to do more and more vertical
How did you get out? There should be a corresponding, similar discuss such tools to build
Content presentation should have multiple forms and multiple platforms to meet the needs of user-propagated content

In these media platform, users can build according to their own needs, add personalized functions
The media itself can be diverse and can be Web sites, micro-signals, apps or other forms
Content distribution can also be multiple forms, can be Baidu, Flipboard, micro-credit subscription number, App Store, or whatever new form

For now, the shape of this society is probably right, and it will become clearer

Do channels, do distribution, each entry point is one or two, will be more and more pure, more and more extreme, more and more clear

Vertical, general-purpose platforms, all of which will survive, and not necessarily be small. But General class, pure information class, profit space is not necessarily, should not do