Reading platform How to read personality under large data movement

At the fifth annual Digital publishing Fair held on July 8, Hao Province, director of the China Press and Publication Research Institute, said that the 2012 global digital publishing industry continued to develop rapidly, the integration of traditional publishing and digital publishing continues to deepen, the digital publishing market performance eye-catching, digital terminals have been a new breakthrough, The trend of intra-industry integration and cooperation between enterprises is increasingly obvious. Our country to the industry guidance strength unceasingly strengthens, the digital publication output value jumps the new record, the traditional publishing unit digitization transformation step further speeds up, the digital publication content platform construction diversification characteristic is obvious, the mobile internet rises as the main dissemination channel.

With the ability of the smartphone CPU to start exceeding the PC, the mass digital publishing and reading platform is moving towards the mobile, and gradually to the data deep digging, to the electric business integration direction extension. According to the 31st China Internet Development Statistics Report, the number of Chinese mobile phone users at the end of last year was 420 million, the mobile digital reading platform is promising. At present, more and more digital content providers are customizing mobile applications and other digital publishing products. Overall, the overall number of digital reading is growing, which has greatly promoted the development of universal reading.

China's digital publishing industry produced 193.549 billion yuan in 2012, a 40.47% increase from 2011, according to data released at the China Digital Publishing Fair. One network of periodicals income of 1.083 billion yuan, e-books up to 3.1 billion yuan, digital newspapers (excluding mobile newspaper) amounted to 1.59 billion yuan, blog 4 billion yuan.

"More and more people are willing to pay for digital reading, which is good news for the digital publishing industry as a whole." But what is more worthy of our attention in this group of data is the trend of the digital reading era from media. "says Sun Pelin, a mobile Internet analyst.

Personalized reading is developing rapidly

In the field of digital publishing, e-books, internet periodicals and digital newspapers are regarded as the traditional main business. According to the 2012-2013 China Digital Publishing Industry annual report, the recent transformation of books, periodicals and newspapers is evident, and about 20 of the 38 publishing groups in the country have set up digital publishing companies, but nevertheless, in the overall digital publishing income, network periodicals, e-books, digital newspapers "kind" The share is not high, only 2.98%. In stark contrast to the microblogging, blog, a class of output from the media, from scratch, growth quickly. It can be said that the era of most people's output and most of the reading is gone.

This trend is more prominent in mobile clients. Fragmented and fragmented time makes the deep reading and the "thousand" side of the mass news become unbearable. NetEase, Tencent and other Internet portals are aware of this problem, have launched a different mobile phone news customization client. To NetEase as an example, in order to increase the interest of reading specially set up a special column, daily follow-up the most popular original content of netizens.

The data from the Analysys think-tank estimates that the 2015 mobile reading market had a revenue scale of 10.32 billion yuan, with mobile reading active users reaching 650 million. After being regarded as a social network after another important mobile end user entrance, the digital reading becomes the battleground of the enterprise strategic layout. This April, Sohu News client announced that the download exceeded 100 million, after July 9, NetEase News client also announced the total number of users exceeded 120 million.

To the readers, in the face of the outbreak of mobile Internet, in the information appears "blowout" and the production subject gradually "to center" trend, "I want to read what" finally become a people have to think about the problem.

Personalized reading to see what

Looking at "Quantity" is just a safe choice. In order to adapt to many people read the book selected "best-selling" psychology, from the portal to the traditional media Web page to the electric business platform to continue to launch a variety of reading lists. Most people's recommendations will not be wrong, but the other side of the coin means a high degree of homogeneity, it is difficult to meet the individual needs of differentiation.

Deep mining of large data seems to make this recommendation more "personalized". The logic behind this is that your friends have recently ordered "want to see" or "read", with the recommendation of "Chinese partner" popped up. Why did Sina Weibo invite you to focus on someone or something? This may be because more of your attention is focused on the person or the event. It's not hard to understand that large data filtering is based on the assumption that the choices of people around you or your previous choices can tell you how to choose now. Recently, a purely social network of data mining "today's headline" app (Intelligent terminal application) is the product of this logic. Users do not have to make any choice, only need to first register when binding Sina Weibo account, the client will be the algorithm to provide users with the most interested in the message.

But what do you really like about your friends? That's hard to say. We can argue that there is no problem with the recommendation by large data, but its mechanized analytical algorithms and ways of using it are sometimes still less reliable.

My reading, my decision.

Eye watching "personalized" digital reading of the "cake" more and more big, in order to get "a cup of soup", portals, search, social media, independent subscription function is also timely, recount. The main news source for example, Sohu News, in addition to the platform itself, the recent Sohu News client also invited the "new financial Observation" newspaper officially stationed in, further through the cooperation with the traditional media to enrich the original news theme. Search class to read the client is to fill in the interest of keyword subscriptions, the recent search for the latest 2.2 version of the news client, to help users set their own according to the key words needed news, in the entire network to crawl the latest content. Weibo can be seen as a way to provide readers with a selection based on a social platform and to subscribe to the author himself. By combining them, readers can build a unique subscription dimension architecture that is entirely their own.

But even so, in the current situation, the user's active subscription still does not fully meet expectations. Subscribe to any one of the media or the author's own microblog, blog, readers need to subscribe to a number of unrelated content, including the media on the almost household name of the social hot gossip symbolic duplication, including the author himself, and so on.

Search company President Chen Yu that the future of the ideal reading may rely on "human-machine combination" to check. With large data retrieval, discover the content of reading, and then provide a real personalized combination in this scope; The subscription interest is combined with the subscription author, the media, and only one person, a specific topic of the media will be received by the reader, or the search results can be manually sorted, sorted, Make a more nuanced distinction between the key words of interest and give it to the reader. In Chen Yu's view, "Large data analysis and mining in the digital reading era has great potential, the relevant attempts are currently underway, many difficulties and trial and error process requires us more patience."