Since the media blowout state, shortcomings still exist

[Core Tip] since the media is now in a blowout state, and since the media platform is also constantly growing, become a wide variety. But behind the boom, the writer feels the omission from the media platform, and this is the source of the gradual chaos of the media.

When we talk about the media platform, can't help let we think of the micro-trust platform, in fact, since the media platform has been a period of history, such as blogs, social networks, video-sharing sites, etc. these are from the media development platform. And now, since the media is in the blowout state, since the media platform itself is constantly growing, become a wide variety.

And the development of the current, widely recognized as a media platform may be divided into three categories. To titanium Media, Tiger Sniff,36Kr as the representative of the TMT platform, hereinafter referred to as the TMT platform. News client as media platform, such as the Sohu News, today's headlines, NetEase Cloud reading, let us refer to them collectively as the client platform. The third category is like microblogging, micro-trust public platform, such as social media platform, but behind the boom, I feel from the media platform is the prosperity of the omission, and this is the source of the gradual chaos from the media.

TMT platform: The norm has no revenue

First of all, TMT platform, is no doubt from the media platform the most standard. The first articles published in such media must be edited and modified, can be said to be settled in the media users are a certain level, this type of media published articles are often reproduced by a lot of news media, but also to achieve some from the media users, so that they have a certain reputation in the industry and public reliability. However, because these media generally do not pay for the published articles, can be famous from the media is also bucket, which led us to see a lot of articles at the end of a small tail, is the author's microblog, and now generally changed to the author's micro-letter public number.

The most standardized media platform has become the most effective channel to promote other platforms from the media, I can only say that this is a tragedy. So how can the TMT platform allow the media to advertise their TMT platform accounts on other platforms, rather than the opposite? My personal opinion is that the TMT platform should try to give the appropriate incentives to the media. Free online gatherings can be a great way for the media to communicate ideas and expand connections. Of course, can also be accessed through the article to accumulate a certain amount of points, the author can obtain a certain income. As an outsider, there is not much advice on the TMT platform. Of course, TMT platform also has some measures, such as titanium media to provide authors with a job search and recruitment platform, 36Kr will hold some offline activities. But the current situation has not changed, and I am afraid it is still the implementation of these initiatives.

Client platform: Traffic is less original

With 0 fans can also have a huge amount of reading claimed client platform, indeed attracted a certain media from the entry. I am also in today's headlines and Sohu News client opened the account, and the micro-trust platform compared to the client platform, the amount of reading is indeed very large. But since the media is also to eat, there is no formal reading volume of revenue channels, resulting in the end of the article with the propaganda of their little tail, as to why this, the following will be done specifically.

According to my observation, most of the assigned from the media account is commonly used by CTRL + C and CTRL + + creative Way, the original is too little client platform has to mention the criticism. Although the client platform also adopted the way of audit publication, for the title party is almost ineffective. The article on the client platform is not rigorous, the homogeneity is especially serious, which directly affects the user's reading experience. The client platform relies on the client-side feature, and it has a natural advantage to stand out from the media platform. I think the client platform for the media to bring benefits is the most easy to achieve, but also the most reasonable. For example, the CPC and CPM can be used in the form of advertising and from the media to be divided. Of course, the client platform in attracting users to settle in, but also should increase management efforts to create a fair, full of vitality of the platform is the key to dominate the market. High-quality media will also improve the value of the news client, in the competition more advantages.

Micro-letter: Closest to the user, to the money near

The last thing to say is the microblogging and micro-credit public platform. Weibo, a year ago, said it was a media platform fit but, however, as the microblogging advertising platform is increasing (Ali mother can be said to be one of the most important), Weibo has lost its due face. If the micro-bo is a telephone pole, Taobao and other promotional ads is psoriasis, I am afraid this class telephone pole has been unable to look directly. As a result of government intervention, micro-broad V have "lost", but more and more enterprises through micro-bleomycin release news, can be said that micro-blog has been from a media platform, gradually evolved into a media platform.

So don't comment too much on Weibo. Here is why TMT and the client platform at the end of the article always love with propaganda micro-letter public number of small tail. Micro-trust has 600 million users, this order of magnitude is not possible for other platforms, which is from the media to the micro-public number as the main position of one of the reasons. If you are a micro-credit, I believe you are more or less aware of the micro-letter is almost out of the chaos. Micro-trust friends circle almost become the eternal door of advertising, micro-trust public platform for this situation has great credit.

Making profits by sending ads through the public number is known to all and is also the main profit channel for most public numbers. Although Tencent in the micro-letter public number of the crackdown on more and more, but the symptoms are not the root causes, all kinds of false advertising, marketing advertising is still flying all over the sky. Micro-letter sent a single order of interest chain has been quite mature, each active QQ group and send a single network platform is the best proof. What caused the situation?

I think the biggest problem comes from Tencent itself. Or that sentence "Since the media is also to eat," Tencent, although in the micro-trust public platform has been said, such as wide-point in the micro-letter advertising in the beta. But only within the limited scope of the promotion, has attracted too much from the media complaints. I think it's time for Tencent to have a clear incentive. In my humble opinion, I have a few thoughts on the distribution of the interests of the public number:

Wide-range implementation of the public number of popular advertising projects, allowing from the media in the text message banner place to choose from Tencent's regular ads. Of course, there must be a certain threshold of access, while increasing the management of public numbers, the inactive and marketing of the nature of the public number of the practice of sealing.

The opening of micro-letter member Services, open members of the user can choose a certain number of public number to remove ads, Tencent from the user's membership service fee to take out part of the public to reward users to remove ads. Of course, more membership privileges should be provided.

Try a paid subscription for the subscription number. Believe that many public numbers to open this service, will lose a large number of fans, tantamount to suicidal behavior. But for the original, the quality of the public number can benefit from it, can also be used to improve the quality of public service.

I hope that the media platform can make some reasonable management measures to create a good media environment, so that more people are willing to use the Internet to express their ideas and views.