Medium-South media to borrow force big data transformation Whole media

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-Our correspondent Gu Xin intern journalist Roark

The medium-South media, which started with traditional media, is set to dabble in internet finance, which may be one of the most eye-catching news from the cultural media sector during the two sessions this year. Application, chairman of the National People's Congress, Hunan Publishing Investment holding group, and medium-South media chairman, said in an interview with the China Securities newspaper that the development of Internet technology brought danger and machine to the media at the same time, not only the paper media, but all the medias need to be transformed.

Application further points out that the starting point of medium-and-South media development strategy is not to expand different media industry, but to develop corresponding products based on user demand, and to use Internet technology to excavate the demand behind large data of target group, and to build "cultural ecological circle", The industry that is involved in news and information is an extension of media influence.

Fear of shrinking newspaper ads

In the sound of a paper media, the media in 2013 still handed over a beautiful report to investors. According to the performance of the express, to achieve business income of 803,358 290,000 yuan, an increase of 15.92%, achieve net profit of 110,549 580,000 yuan, an increase of 17.55% per share earnings 0.62 yuan. Application, the medium-South media chairman, reckons that China-South media stocks are undervalued, according to 30 times times the industry's average P/E.

With the rapid development of new media, the advertising share of paper media has been squeezed, the Chinese and South media subordinates Xiaoxiang morning newspaper advertising revenue also fell year-on-year, but this did not let the company feel fear. Application said the medium and South media had been prepared to deal with the strategy, although the Xiaoxiang morning newspaper advertising revenue has declined, but the overall income has been achieved growth.

"The decline in advertising revenue does not necessarily lead to the death of the media, which I put forward a few years ago and are now fully validated by the facts." Application explained, the advertising function of the newspaper is diluted, can also play out other functions of the media platform, especially the integration between different media, can produce the effect that has not been achieved in the past, such as Xiaoxiang morning paper can put their own magazines, websites, clients and other resources to integrate, it carried out the exhibition, Promotional activities are also important ways to make money.

"We are fortunate to have entered a fascinating period of human media, that is, traditional media may not be fast to death, the emerging media may not quickly replace the traditional media, we have a decade or even decades to enjoy the traditional media and new media to bring the convenience and joy, everyone is enjoying two different media media to provide us with services. "Application that in such a process, the traditional media in a positive attitude, positive posture to face, traditional media can find a new way, Xiaoxiang morning news will not because of the contraction of a single advertisement and rapid death."

He further pointed out that most of the future paper media will die, but death is because it as a paper media is worthless, if it's a very valuable medium, it's not going to die because of paper changes, like the digital revenue of the New York Times has surpassed advertising, which suggests that a good paper medium is not going to die because the reader doesn't need a piece of paper , but the contents of that piece of paper, so the paper media should be determined to do the content well.

Expanding media around demand

Like many cultural media groups, in order to expand the space for survival and development, the medium-South media is also in the direction of the whole media, not only network, community, digital education, such as the media based on new technologies, including television, outdoor and other traditional media.

August 1, 2013, the south-central media and Hunan Education television in Changsha signed the Hunan Educational Television and South China Publishing media [-1.18% funds Research] Group Co., Ltd. Strategic cooperation Agreement, the two sides jointly established the "Hunan Education Television Media Co., Ltd." as the Hunan Educational Television market operation of the main body, The new company in the scope of national policy permits the main radio and television programs and TV series planning, production, distribution and advertising operations, brand operations and other business. Medium-South Media believes that the company has accumulated a large number of educational resources for decades, these educational resources are presented in the form of paper, if there is a television media to convey educational ideas, education resources, which will enhance the value of these resources.

January 24, 2014, China-South Media wholly-owned subsidiary of Hunan Xiaoxiang Morning News Media Management Co., Ltd. and Changsha Rail Transit Group Co., Ltd. signed the "Changsha Rail Transit line Line 2," the first phase of the project Subway plane advertising project contract. Medium-South Media believes that Xiaoxiang morning paper operating the company has a large number of local advertisers and related resources, the performance of the contract can produce a better synergy, give full play to the company's media resources advantage [-0.42%], strengthen the company's development in the field of outdoor advertising, increase the size of the company's business,

"Our path to development is different. "The vast majority of media companies in China are the core driving force for the development of media technology, through the creation of different television stations, television programs to lock all the people watching TV," Application said. and medium-South media is not the same, only set four target population, its diversified media needs to conduct research, according to different needs to build different media products. ”

He cited, for example, that the medium and South Media spent two years researching the elderly population, to understand its needs, to create a "happy Old Man", to now achieve 1.3 million circulation; the average daily number of websites that started doing last year was 350,000; "Kang Yi lived 100 years" now has to 130,000, and then it will be TV, Internet finance. "We do not rigidly adhere to whether there is a corresponding talent, but to the needs of the population as the core resources to integrate the various media talents in society, so that we can walk more easily than others." Application said that the medium and South media are more aware of the needs of the elderly and from which path into the elderly industry, the next will be the impact of the media into the elderly product development and marketing industries.

Creating "cultural Ecological Circle"

Application pointed out that the transition and development of medium-South media is made from a single product to build a platform, and then from the platform to build a "cultural ecological circle." He further explained: "Just as Tencent started out as an instant messaging tool, the scope of the business is now expanding so much that new products are being developed based on existing user groups." ”

"The most important significance of the internet age is that massive information and large data processing will ultimately guide the precision of media positioning, this is not a problem of paper media, is the problem of all medias, it is because of the Sina, Tencent, such as the media for all people, only to produce a certain type of information, a certain type of news is different from other people's requirements. At the same time, the Internet is a data storage technology, so it can be low-cost to achieve the accuracy of the media target population positioning. "In application's view, although the development of Internet technology has brought the transformation pressure to the media, but also has brought the development opportunity."

Application that technology is not a barrier to media transformation, that technology and even public technology have been created enough to make good content meet the needs of people for digital reading, such as the Amazon Kindle's new technology is not so sophisticated.

In fact, with the help of the extension of expansion, the company in the field of digital publishing is beginning to flourish. Medium-South media and Huawei joint-venture subsidiaries days of the digital media independently developed "Education digitization Solution", on September 2, 2013, the harvest of the Shenzhen Longgang District Education Project (Phase I) project. February this year also won the bid for Xiamen Experimental high School cloud platform and campus card. In the future, the days of the media through the application of advanced "platform + content + Service" cloud tube End integration model, aggregation of accurate and rich digital content, complete coverage before the class, in class, after class, extracurricular teaching and learning the whole process.

Application introduction, the company in the digital education solutions in the field of a more advanced, the industry is currently no catch. At present, the digital education concept of primary and secondary schools has been accepted, and the conditional schools and educational administration departments hope that the future will not lag behind, so the company has now expanded more than 200 schools. "China has 400,000 primary and secondary schools, even 20% coverage, one class per school, how big is this market?"

As digital education solution products can be used in school management, the use of the system in the student pocket money to expand the Internet financial business is possible, medium and South media on digital education products in the future full of confidence.