News client: Dead content, live user

News client products do not follow the "Fight Av", but over billion users behind the scale, is to generate exchanges of active users. "I'm not looking at the news, I'm looking at the commentary" is the true portrayal.

Japanese AV in the domestic internet Cross-border fishing has become a new trend, and the major Internet companies as if to "Zhengfangdouyan" like, began to "Fight Av." 2013 News client products are not in the "Fight AV", but also as springing up, many news client product users are too billion (specific data can not be counted, only official notice data).

The 2013 News client has a comprehensive representative, Sohu News client, Tencent News client, Baidu News client, NetEase News client, today's headline, etc., professional categories such as business science and technology, a little information, of course, many news sites also launched news client products, I prefer to call this kind of small and beautiful app, the audience is too narrow, and the user volume is not high, just as news sites in the mobile end of an output channel, the role is not small.

Sohu News Client in April 2013 announced the number of users broken billion, NetEase news client in July 2013 announced that the user volume has exceeded 120 million, the daily active users to 40 million; Tencent news client in the first half of 2013 announced the number of users reached 140 million.

It has been said that the news client will also be a mobile Internet entry level product, with the development of mobile Internet, the news client does have its necessity, it is one of the main channels for users to obtain information. But I have reservations about whether the news client can be called a portal. Only from the news client product level, it is the value of the user's role and the user's demand for it.

Users will use news reading products have two aspects, one is to obtain news information, one is the exchange of information, which also conforms to the mobile must social "vicious circle", of course, the news client's social attributes are not strong.

Users use news clients to get information, what kind of information do users need? The current news client product satisfies the user "ego" the demand, namely the information may choose by the user, here mainly has several kinds of ways, one is the top navigation bar, the user may choose to display before and after the position, except the first system recommendation cannot set outside, The Next top navigation bar can be set in order according to the user's preferences.

The other is to subscribe to the media, as well as traditional media, news sites are beginning to be settled into the platform of news clients, users can subscribe to these content according to their preferences, such as Someone like "Guo Jing", you can subscribe to my column "Guo Jing-Men", some people like "Li Yu Atlas", you can directly subscribe to "Li Yu Atlas."

There's actually another way is the content of the "custom", the news client according to the user's browsing habits, for different users recommend different content, combined with large data for the user Content "Custom", currently in addition to today's headline use this way, other news client product content is still relatively dead.

We are very happy to see the current news client products in response to user attitudes on the change, in the mobile Internet, users finally have the right to choose, no longer be products blunt into the unknown information, there are all kinds of window closed garbage ads.

Dead content

I said the news client's content is "dead", most news client product content is immutable, always still very blunt into the user's view, each user sees the news information is identical; On the other hand, the content production source is also relatively dead, although the introduction of media people can expand the information, But how many hundreds of people can produce more than a billion of people? The third death is exclusive, news client as a source of information transmission products, it is the mobile end of the transmission screen, the current several news clients are exclusive phenomenon, You will find that the content of a news client does not contain content on the B news site (whether it is quality content), and the news client of the integrated class is not able to see the negative information that the company may be involved in.

News clients around the "dead" content, can do two "quantity", one is quantity, one is quality. According to my more than 10 news client products up to six months of time, some news clients grab the amount of information is measured in minutes, and some are calculated by the hour, in the number of different. Another quantity is quality, the user needs to have the quality news information.

News client There is also the question of historical information, if the user does not use the news client product for three consecutive days, the information of the first three days is "dead", if the user wants to see the news information of the first three days of the leak, he must find a useful information from the mass of information sources like a needle in a haystack. I suggest here that the news client can provide a tool to provide a date query so that the user can not let the missing information die in a mass of information sources.

Raw User

User is alive (please note this is not nonsense!!! , users need to be able to get information flexibly, rather than being shoved into information by the news client. The other side of the user's life is the ductility of news information, news clients can provide information yes, but not all the information is useful, maybe some people like entertainment gossip, some people like technology, the NBA, news commentary is a very important position, in fact, it is the product of the ductility of news information.

Access to information through the network and the traditional paper media, print medium to obtain information is very important a different place, is the user can communicate, users at this time is alive, because A and B can communicate through the network. On the mobile side, the opportunity to communicate between users is closer, only through smartphones.

"I'm not looking at the news, I'm looking at the comments." According to my observation, to see how many news clients of the user activity, you can observe its news comment area, even if the installed capacity is too billion, users are not active, and how can it be called the entry level products? It is dry or traditional media dry things, naked to the user to pass information, it is only a source of information, users can get information through you, but also through other products to obtain information.

The cost of getting a user is high, and the loss of a user is very easy, do not enhance the user's stickiness and active, 100,000 times delivery rate, open rate even 10% are not, the high cost of access to the user role of zero, the merchant spent at a higher price in the news client do banner ads, is also "discreetly", Lost its role.

News clients need to activate this Hard-won billion users, let users use news clients, so that users can form a communication on the news client, enhance the user's active degree.

According to my observation, at present many news clients have joined the voice comment function, in the PC side voice Comment Way is not many. Moving end, voice input is easier, and voice is more interesting than text. Although this feature is added, but the user is not much, on the one hand because the news client in the promotion of this function is not enough, on the other hand, the user at the mobile end of the voice habit has yet to be cultivated so much more than billion news client products, combined with the main voice function, the user's habit is slowly cultivated, I am looking forward to Jayne and Ke mi can use voice in the news client's comment area to a "Huashan sword." Anti-cheating in the product is also very important here, compared to the text version of The voice of "xxx.com, welcome to enter, Beauty Chang Chat" Such rubbish content more difficult to control.

Since the media people in the news client products encountered an embarrassing problem is, do not recommend "die", recommended reading volume of up to a hundred thousand of, not recommended, close to a small number of subscriptions is difficult to get large reading volume.

"The author of this article, Guo Jing public number: Guo Jing's Internet Circle"