On localization strategy of local news website by Wang Qiang

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Local news website localization, is local news website unifies the internet to the local reality, relies on the local, the display local characteristic, tends to localization service, implements localization strategy, becomes the local publicity window. Www.zgxxg.com China Port

As a local news website, the traditional media which it relies on is greatly influenced by the regional nature, so local news site in addition to the local news has no alternative to the original, uniqueness and timeliness, other such as domestic, international, financial, social, entertainment and other types of news from the People's network, Xinhua and other Central News sites reproduced, From the scale and limitation of nature can not compete with these news sites. Therefore, the great effort to do local news is ultimately thankless, do strong local news to avoid weaknesses. Moreover, now the provincial and municipal key news sites are in fact the portal site or representative sites in the region, the pursuit of localization, local characteristics is its overall positioning goals or positioning trend.

There is no geographical limit to the Internet, but the network media has geographical limitations. So we have enough reason to believe that local news site content is the core competitiveness. On the one hand, the geographical distance on the internet can be ignored, but do not even mention the internet to completely eliminate the concept of geography. After all, information resources have regional nature, activity resources have regional nature, emotional resources more regional. Therefore, the domestic comprehensive portal site is also taking the "localization" of the road, Sohu is currently in Guangzhou, Shanghai, Chengdu and other domestic more than 20 cities to establish local channels.

Relying on the media to form authority

One can not ignore the reality is: local news sites rely on the traditional media, generally in the local community has a strong influence of public opinion and economic strength. It relies on the traditional media for decades to accumulate the credibility of the public, which also directly affect the local people's trust in the site.

Therefore, local news websites have some congenital advantages in localization development: first, the brand advantage of traditional media; second, the information has been refined, authoritative, there is no copyright problem; Third, the website information belongs to again publish, is no cost of information, the website no matter earn much earn less is "value-added service".

Local news websites rely on the traditional media, but they must highlight their advantages and surpass the traditional media. For example, Taiyuan News Network is the first to break through the paper media restrictions, changes in the past simple electronic version of the situation, a new revision, selected Taiyuan daily newspaper three newspaper news, in accordance with the "Comprehensive News", "social news" and so on the home page, and then break the media restrictions, expand the manuscript, absorption of the surrounding media reprint news information, In Taiyuan and surrounding areas to do the authoritative release of information.

In addition, the network media in the release of news should also surpass the traditional media, exert its own advantages, make full use of the two-way communication characteristics of the network media, through effective interaction with netizens, will be a single news interaction, the news content to do rich in-depth. At present, there are three ways to interact with single news: News commentary, forum discussion and online survey. Netizens ' participation also often becomes the news content, enriches the report, is close to the populace, has increased the website to the Netizen's attraction. In particular, the local people concerned about local news debate, more can arouse the interest of netizens, but also for local government decision-making basis. Authoritative release and the realization of information feedback, will greatly improve the site's position in the local, expand the impact of the site.

Do well local government online mouthpiece

As a local media site, news sites must consistently adhere to the party's policy, the main task of news sites, like traditional media, are the mouthpiece of the party and the government exist, therefore, news sites must adhere to the party tube news, adhere to the local government work center to start work, give full play to network advantages, Actively participate in local construction and development work, play the role of local mainstream media website.

Most local media sites are doing this. For example, in 2006, Taiyuan "two sessions" during the period, Taiyuan News Network in the home page to produce "two sessions" topic, and actively organize the report group, the meeting to report the scene, the latest information on the meeting site in the shortest possible time upload network for netizens to browse. The success of the report in the local netizens caused a great response, the topic of a short-term breakthrough of 10,000, the topic will be the issue and resolution of the fastest transmission to the residents of Taiyuan, making Taiyuan during the two sessions formed a focus on the two sessions, talk about the upsurge of the two sessions.

In addition, the local news site can be targeted at the government web site information on the slow update, a single source of shortcomings, with the local government and relevant departments to do the government's "online press release Center." Relying on the online platform, all kinds of government bulletin information Integration, classification, the local policy and regulation information in a timely manner to the vast number of local people, and accept feedback, become the link between the government and the masses.

Strengthen original and highlight local characteristics

Website is a mass of information carrier, to achieve localization, we must strengthen local original. Subject to resource constraints, local news sites have limited original news, and more content comes from reprint. Therefore, on the one hand, local news Web sites can be used for their own resources in the need to draw certain personnel to the production of original news, directly involved in local construction results of publicity. For example, Taiyuan News network often send their own words, video reporters to the region of the events of the interview report, so that netizens can timely and accurate understanding of the local news, in order to expand the site visibility and influence.

On the other hand, the website can also implement the traditional media correspondent system, the development of their own correspondents in all walks of life, the expansion of news sources, highlighting local characteristics, to attract the eyes of the vast number of netizens, the site into a local characteristics of local mainstream media sites, better for the development of the region to contribute

For example, Guangxi News Network set up a "correspondent House" channel, dedicated to the report of the website correspondent. This in the case of less input to maximize the local situation and the latest dynamic implementation of control, can release the most timely reporting, service Local.

Local Regional portal

Local traditional media is rooted in the local, but the network era to the local traditional media to the world has brought a golden opportunity. In the past, because of the limitations of many factors, local traditional media is mainly owned by local audiences, with the advent of the internet era, the traditional media has wings to fly, in order to improve the local image, promote local added a better way, as their online carrier of the local news site is worthy of this task.

As a local news website, it is to introduce to the outside world the basic situation of the economic and social development, and become a window for the outside world to understand the region. So to do a local news site, the first to have authority. The authority of the news website is beyond doubt, so it is a very favorable condition for the local media website to be made into a regional portal. Second, the local folk customs to have a unique perspective and original vision, for the local socio-economic and other information to have in-depth understanding, can be the most attractive side of the region to show the outside world.

Provide local online services

Based on providing users with a wealth of diverse local online services, but also the local media site is an important direction of efforts. At present, cities generally put forward the concept of digital city, which contains unlimited business opportunities. Local news site as long as the relevant talent, and constantly improve the ability to innovate, can actively expand outside the news business.

Taiyuan News Network As an example, Taiyuan News Network in the active expansion of advertising business at the same time, also efforts to explore the region's other profit and service projects, opened on the homepage of the online Classification information column, for the local netizens to provide a platform for information release, not only to facilitate the netizens also for their own development provides a good opportunity.

Local news sites have too many things to do. According to the principle of "news-oriented, actively expand", make full use of their advantages and strive to explore new growth points. Taiyuan News Network is currently to the Taiyuan "News Online Publishing Center", "display the regional image of the window", "online public service information Bank" goal efforts.

However, for localization, we must recognize that: "localization" can not weaken or exclude "national", "globalization", if the "localization" narrow understanding, the result will inevitably weaken the domestic and international news editing, publishing, which will ultimately affect the needs and interests of network readers, Thus affecting the long-term development of the website.

The vast amount of information and boundless Internet, confusing too many people, make a lot of websites into the big and the whole astray, in the condition of immature conditions of the pursuit of globalization, national, it is not advisable. Therefore, sticking to localization strategy is the fundamental way out for local media websites.