Local media mobile communication vigor strengthens, "double micro" continues to lead the media transformation

In the mobile internet age, the news reports how to do into the people's heart, innovative interaction seems particularly important. This year, the media microblogging, micro-letter, client clicks repeatedly hit new highs. In the context of media integration, the central and local media through the integration of innovation, cooking a comprehensive, three-dimensional, diverse, more timely and close to the news of the feast, so that this year a variety of reports colorful. "People's Daily" in micro-blog, micro-letter, the introduction of the client's political reports, received a good response, its micro-letter public number of articles read constantly innovation high; "Guangming" media platform launched "Guangming," a special edition of the smooth interactive reading experience in the micro-trust circle of friends to form a "brush screen type" spread effect The Southern Press Media group launched the whole media fusion war, thoroughly through the newspapers, magazines, websites, micro-letters, micro-blog terminals, to achieve the integration of the newspaper network ...

mobile Internet has greatly changed the mode of news production and profoundly influenced the whole pattern and public opinion ecology of news communication industry. In this situation, the Institute of the network through the Chinese newspapers, magazines and other media in the micro-bo, micro-letter, aggregated news clients, media-owned app and other mobile communication platform to assess the impact of the launch of the "2014 Chinese Media Mobile Communication Index report." How is the communication level of Chinese media on mobile communication platform and its current development and change? Let's look at the experts ' interpretation of the report.


local media mobile communication vigor strengthens


over the past year, the entire China Mobile communication ecology has undergone very obvious changes, micro-letter, app and so has become the core competitiveness of the media. In the 35th report of the China Internet Network Information Center, it can be seen that by the end of last year, China's mobile phone users have reached 557 million, in the overall netizen accounted for up to 85.8%. Jianwen, vice president of the daily Population, dean of the Institute of Internet Research, said that the increase in the number of mobile phone users determines the diversification of mobile phone users ' needs, which gives the media a higher demand for mobile transformation. Therefore, mobile communication is very important for the whole network ecology research.


Jianwen introduced, in the media mobile development throughout the process, you can see that each quarter of the situation is changed, as the competitor strategy changes, their position will change. Among them, although the central media has many accounts in the mobile transmission index hundred, but its overall rank has dropped the trend, this shows the local media mobile dissemination vigor and the competitiveness is increasing. In the newspaper field, the Metropolis newspaper and the party newspaper are the main force of the transformation, in the magazine field, fashion, news, Finance magazine three points world, finance, IT, automobile newspapers and periodicals are speeding up the transformation of the mobile. Vertical media value-added space is increasing.


Shenyang, a professor of journalism and communication at Tsinghua University, said that the distribution of newspaper and magazine mobile transmission is still dominated by the north, and the coastal areas are expanding and the pace of inland development is slow. From the regional distribution of the newspaper hundred Strong list, the development of paper media in the central and southeast coastal areas of China is in a high level, which has a certain relationship with the economic construction degree and population density of the region. According to the geographical distribution, the basic pattern of the urban distribution of the newspaper mobile transmission has not changed significantly. Urban newspapers in the newspaper mobile transmission hundred of the top 68, accounting for more than 60%, the party newspaper category, professional industry classes have 17, 15, compared with the previous year, no significant changes have taken place.


"Double micro" continue to lead the media transformation


in the 200 newspapers and 137 magazine samples in the report, the rate of micro-letter occupancy was 93.5% and 87.6%, respectively. Among them, the occupancy rate of metropolitan newspaper is as high as 100%, and the rate of the newspaper in the party newspaper and professional industry is low, but the amount of the entry is considerable and the potential for follow-up development is worth digging. Comprehensive data, "China News and publication newspaper," the reporter observed that the newspaper type of micro-letter public account is more hot than the magazine category, and the gap has widened trend.


Comprehensive research data, Shenyang believes that the list of top-ranked media most use their own authority and credibility, took the "multi-channel full coverage, to seize the opportunity to develop" strategy, in the new media layout, to create a "dual micro-account interaction + multiple app client" mobile pattern. But this year still presents "double micro" to lead the movement transformation the situation. Overall, micro-credit slightly wins micro-blog, the paper media has a high degree of app development, the enthusiasm of the third party to the platform is not high. From the newspaper and magazine account opening rate, the media microblogging, micro-letter opening rate is high, and app's opening rate is relatively low.


in this regard, jianwen that in the Media app development, the key to its success is to media. Aggregated news client business value is not big, although the diversion value is obvious, but the current business value is difficult to highlight, it is difficult to realize the realization. The reason is that the fans of the aggregation news client are the traffic fans, while the micro-credit and Weibo fans are community fans, the business value of which is different. Therefore, through the app, micro-blog, micro-letter of the underlying data mining will be very valuable.


in Shenyang's view, the traditional field of different forms of media in the mobile end of the focus is also different. However, each form of media is very important to the user's feedback. such as the "People's daily" client to build a "bridge between government and users", "Qianjiang Evening News", "Big data thinking, accurate social" and so on, are to pay attention to the embodiment of user feedback.


"Although the micro-letter in the development of a more powerful, but micro-Bo is still very young, as the political opinion leader and the first public communication platform for information, its spread effect can radiate to the whole society, this is the value of Weibo." But its service function is slightly thin compared with its rich content. But the micro-letter platform development gradually mature, has entered the stage of rapid cost improvement. Shenyang added.


user's thinking is less than the heat


service consciousness to be promoted


Micro bo, micro-letter, clustering app flourish, a variety of new media platforms emerge, a large number of daily emergence of public numbers and a variety of push information, rich content and form, but also very easy to cause the aesthetic fatigue of the audience.


on this, Shenyang said, in the process of mobile communication, there are some obvious problems to be solved in traditional media: one is that the service consciousness of the media is still very weak, the user standard has not formed, more is the work thinking, not the product thinking, or more is "from the hi" thinking, not the interactive mode The second is the lack of depth information mining, which weakens the authority of the media brand to some extent; its third is the operation formality, the content lacks the innovation, its four is the content and the Advertisement transformation mode restricts the media movement transformation.


"Traditional media in the information collection, content production and processing, such as the professional level, authority, new media temporarily difficult to replace." Jianwen said however, he found that some of the media's mobile new media blindly continue the traditional mode of operation of the media, the operation of traditional media operations, copying traditional media content, this approach will undoubtedly let media mobility transformation, from the angle of industrial development is also difficult to achieve a real breakthrough.


for the above problems, jianwen that the traditional media in the process of mobile transformation, on the one hand to establish a sense of service, change the thinking of products as product thinking, adhering to traditional media advantages, the integration of Internet advantages and innovative genes, but also to be equipped with more intelligent mining and referral technology. On the other hand, the traditional media's thinking angle must fall to the new media, falls to the mobile media. Only in this way can we truly achieve better results in the course of future development. But in any case, the pattern of China's mobile communication is rapidly changing, the media mobile communication prospects can be period.