News client how to make a profit

Almost everyone now has a smartphone, and one or several news clients are installed in the phone. They not only make public life more convenient, but also allow users to easily grasp the various dynamics. Or to seize the user, expanding user base will slowly use habits. Now news client products, I think can be divided into four camps, my classification is not based on the user base point of view, but the product form of departure.

Portal Mobile Migration

Representative: Tencent, Netease, Sina, Phoenix

Originally Sohu should also be considered inside this camp, but this is a very complex paradox. The status of the top five Internet portals in the PC is undoubtedly the media industry, they are the direct carrier of information can be demonstrated to hundreds of millions of Internet users. On the history of the portal once here I am not idle. Talk about their news client, the main mode or the old thinking of traditional portals, simply put the portal to the news client. And unlike the PC side, the number of ads mobile shows can be very small, almost impossible to achieve commercialization needs. Open-screen advertising, banner at the bottom of the banner, news below the promotion of the media, such as soft-text ads as one of their few forms of commercialization, but the deadly is the limited screen space to display these ads, the user experience will be very poor. Individuals are not so optimistic about the future value of such news clients.

Magazine media subscription model

Representative: zaker, fruit, Sohu

Fruit is mainly rss subscription, zaker basically more similar, Sohu is invited a large number of media and media since settled in the subscription platform. These are all want to subscribe through the user mode to achieve the content of personalized, but in fact the media subscription can also be seen on other platforms, can not form a difference. Compared to the first type of news client, such subscription platforms may invite a large number of advertisers to subscribe to the subscription platform in the future, which is somewhat similar to the WeChat public account mode. Then targeted ads to users. But the problem is that although they have a certain user base, but the traffic to advertisers but not much. In essence, these news clients will only become a content distribution platform, a long way from earning money.

In the final analysis, the internet is still a business about "traffic." Traffic can be converted into advertisements, games, and e-commerce. We all know that having a metropolitan area is only in the wire industry. On the PC side I need users to stay on my site, the traffic is all it takes, but on the mobile side, I just need the user to stay in my app, which traffic is in the end belongs to whom it does not matter much to me. This kind of news client might get some improvement if it can try to dedicate its huge amount of traffic to its partners and bring traffic to its partners.

Super traffic distribution platform

Representative: 360, Baidu, today's headlines

The browser is the most direct entry on the PC side, but so far no one app on the mobile end can fully own the status of PC-side browser, even if it is WeChat. I think to some extent there should be such a formula "app distribution market installed app mobile browser = PC browser." Mobile super app, do content distribution, there are application distribution, but very few do traffic distribution. This is one of the best of them. Such distribution platform, because the path is to take the open platform, you can quickly become bigger and stronger. Can refer to how UCWeb is 400 million users of the case.

To guide traffic to partners, partners bring new users to the platform, bringing in more and more users, generating more and more traffic, joining more partners will eventually become the entrance to the Internet. Personalized information flow, you can continue to recommend content to users, that is, ad space is unlimited, and advertising and user interest is a match. Since the content can be personalized recommendation, then advertising and services can of course, huge space for imagination.

360 news client: If you want to be more serious, I think this should be called 360 mobile browser. Browsers have a certain amount of user stickiness on the handset, but they are offloaded by many apps and reading news on the handset is a strong requirement. 360 directly grafted the browser function to the news client, and 360 mobile phone assistants, 360 search, 360 map ..... all series of products get through, application distribution, advertising, O2O, e-commerce, video, these can do. Now 360 news client in the content compared to the three major portal does not have any advantage, but as a search engine is able to accumulate enough data through the analysis of the entire network, and then recommend the hottest news to the user, which personalized recommendation.

Baidu News Client: Baidu put forward a light application strategy at last year's Baidu conference. Baidu needs a product with strong user stickiness to realize their light application strategy. Getting information on mobile phones is a strong demand. Baidu in order to force the light application, on the one hand and UCweb cooperation. On the other hand, Baidu is vigorously developing Baidu News client. Careful people can be found, Baidu News client icon has changed from red to blue, while the blue represents the light application. Baidu news client is now also toward the platform entrance direction, which is compared to the three major news client simply provide differentiated content, I think the development of greater prospects. Light application pinned Baidu mobile search dream ... ...

Today's headlines: This company's products I quite like, usually the most used. Mining based on social data and user behavior divides people into tens of thousands of latitudes and establishes different models based on the user's category, user's self-label, social relationship, social behavior, participating groups, models, usage time, etc. Data sources to infer the user's points of interest, through the system automatically records the user's reading situation, and constantly explore the user's interest, but also constantly optimize the recommended algorithm. As user behavior data accumulates, the more accurate the interest model the system creates for each user. Just like their slogan: you care about the headline.

Unscrupulous connotation interest community

Representative: Connotation section, all things encyclopedia, drawer hot new list

These may not be the news client, but in my opinion, all the platform for the dissemination of news and information can be called news client, which is a very broad concept. Interesting communities Although media properties are weaker, the speed of information delivery is no slower than that of a regular news client. These three categories are mainly community-based products, user loyalty and activity are very high, coupled with basically have Otaku properties, and game users a high degree of match, is the best game marketing platform. Games or intermodal will be their future most important profit model.