"Subtraction" helps traditional media to transform

Only through the reduction of product cost, through the industry and regional subdivision of large organizations and so on, the traditional media in the future will become lighter and more flexible. Cost is the burden of traditional media, only lightweight media organizations, access to the Internet + narrow door.

Traditional media The driver of this carriage, most eager to embrace the internet wave, and desperate in the original business model to do "addition", electronic newspaper digital version, content UGC, news client, and then a micro-letter public number ... But few people are conscious of whether they are genetically compatible.

In fact, traditional media to change, rather than do subtraction. How do you do subtraction? Look at the author's analysis from two levels of operating cost and media organization:

After the rapid development of the "Internet +" phase, traditional media in the face of the persistent impact of the growing Internet new media, the traditional large organizations have sprung up to carry out the "internet-" voice, a need to do subtraction movement is rising in the traditional media, large to the media products (such as the "Evening News") of the closure , small to entertain the cost of compression, cut costs, cut business, shut down products, reduce investment, reducing performance and guaranteed profits become the mainstream practice, a post "Internet +" era of subtraction movement is staged.

In the upcoming "subtraction campaign", where does the traditional media start to reduce the pace of a reduction in order to smooth through the "Internet narrow door"? Here is a method one or two, welcome to throw bricks.

The reduction of real gold and silver: reducing the cost of products

Reducing the cost of a product means reducing the cost of the core product, including the cost of printing and distributing the newspaper, commonly known as the compressed layout, that is, reduce the cost of a single product, or reduce circulation, that is, reduce the number of products issued to reduce costs, or through the newspaper to increase prices to directly improve the distribution of income to share the overall cost of consumption, is a performance that lowers the cost of the product.

This subtraction movement can occur in general with the following two basic conditions:

One situation, the overall advertising revenue of traditional media can not maintain a sustained growth, or stagnation and a marked decline, at the same time, the traditional media can not maintain the basic profit level, operating conditions from the profit to the loss of time;

In another case, is the traditional media transformation of the new media has a major turnaround, the new media revenue scale and the traditional paper media revenue scale is basically equivalent, or can exceed the paper media revenue, or profit level than the traditional media profit level, and can ensure that the entire enterprise to maintain a reasonable profit.

The first option is passive, meaning the total decline of traditional media, but also marked the arrival of the real winter, and the second option is an initiative to reduce cost behavior, means that the traditional media transformation of the initial results, and made a good start. Either way, whether it is active and passive, product cost reduction, the newspaper reduction or price increase, reduce the scope of the issue, and other initiatives, is to reduce the cost of products in disguise, resulting in a small number of newspapers are the direction of transmission, or to the newspaper to "luxury" positioning of a practice.

1, high cost operation mode is the fundamental reason of subtraction movement

Compared to the loss of traditional newspaper readers, and more readers away from newspapers to choose the Internet, the traditional newspaper printing and distribution costs (collectively, product costs) of a loss account more let in the embarrassment of the traditional media frightened.

A newspaper with a retail price of 1 dollars, Wholesale out of the price of about 0.7 yuan, while integrated paper and printing as well as distribution and other costs, spread to this newspaper can be up to 2.7 yuan, that is, every day to issue a newspaper, the cost of an effective issue is-2 yuan, if the circulation of the newspaper is 1 million, then one day is 2 million, a year is 730 million The cost of the deficit, in the salesman has not come out of the office, did not reach the customer's time, behind the brother has been a huge burden of indebtedness carried on the body of the salesman.

It is not surprising, then, that you hear the profit margins of traditional media 3%-5%.

What is the root cause of such a high product cost?

First of all, from the business model, traditional media is a typical multi-platform business model, the media transmits the news information to the reader (audience), attracts its attention, forms the influence, then sells this kind of influence and the attention resources to the Advertiser, realizes the commercial value through the advertisement form, its commercial value transmission and realizes is to pass through two times transforms, Rather than the direct implementation of the way, genetically determined that this business model requires large-scale investment, and the business value of the transformation process of the existence of the risk of sudden situation.

Secondly, from the angle of media and carrier, the existence of paper-based media, the News information (content) and its carrier bundled together in the news information dissemination mode, compared with the new internet media just news information (content) without accepting the media and carrier (computer, mobile phone, flat, etc.) cost structure, with congenital disadvantage.

The cost of traditional paper media products is like cakes and sold in the luxury packaging version of mooncakes, 10 yuan of mooncakes, because the box cost of 90 yuan, resulting in the whole box of mooncakes to increase the cost of 100 yuan, the core product costs accounted for the overall cost of 10%, and packaging accounted for the big head.

Finally, from the management cost angle, although the traditional media has the enterprise legal person qualifications, has the modern enterprise system stipulation basic element, but generally speaking, the traditional media enterprise attribute is not obvious, the bloated organization, lacks the cost consciousness to bring the management cost to rise greatly, It also increases the amount and volume of the overall product cost from the other side.

Here is a joke, said a young from the traditional media, as a start-up company CEO, one day and a group of former colleagues from the traditional media chat, talk about entrepreneurial experience, speech between said such a true word:

Brother, cherish the current identity bar, do not fantasize, entrepreneurial is bitter, travel can stay in the superior hotel, access to a bus, where to find this condition? The beginning of the company, I went to Shanghai on business, the executive little sister to help me book a hotel, I found one hours in a residential area to find in the depths, only because the price is low enough ... I haven't lived in this kind of hotel for more than 10 years since my work ...

2, the cost-sensitive nerves are numb and unconscious.

Traditional media business model under the operating system, the operating system will make money back, the compilation and administration and distribution system will spend money, all the income in a unified large plate, no one for the use of funds have a sense of thrift, and the use of funds to pass through the intermediate links, which the design side of the "big pot" The number of porridge lost the sensitivity of direct perception, the inevitable result is that the cost control of runaway, resulting in high costs.

Taking the current mainstream standard of Internet thinking-"going central" to examine the current business model of traditional media, the separation of operating and cost departments, cost accounting and the operation of the department does not correspond, resulting in the internal process of excessive "center", which directly affect the decision-making core of the sensitivity of the cost of the body, Also inevitably leads to the loss of cost consciousness.

From the macro level, the traditional media business model, the media to the user, the media to the customer's triangular relationship, invisible to the media into a center, and the Internet to the central trend of the contrary; from the micro-level, management, administration, editing the three-party internal revenue and cost guidance mechanism, So that the flow of tactile information from the first line is too complex and cumbersome to complete information from transmission and feedback efficiently.

3, the elephants dancing with the ants must have been exhausted.

When the cost of the above product is told to the employees of any enterprise, will lead to surprise expression and sigh, such a business model, Taobao store every single 1 yuan profit cost control mode compared to the traditional media is indeed "tall" typical representative, once in the economic situation and industry situation is good in the era, In the age of gold, this kind of big opening and closing may be able to mix dinner, but now, the lack of venture capital and shareholder capital support and blood supply, lack of their own hematopoietic function, lack of core competitive products or mobile Internet ticket of traditional media, the time to change this business model is not far away.

The traditional media business model has lost its competitive power and the transformation or subversion of this business model has become an inevitable choice in today's free internet and lean cost computing.

Many traditional media choose to stop the printing of print media is a proof, just when the mass subtraction movement has not yet been determined, when the end is inconclusive, but from the European and American "Newsweek" spread, along with China's "home computer and Games", "Newsweek" of the closure, This subtraction movement has opened the engine ...

Second, disguised reduction: decentralized organization vertical operation

Large container ships cannot be integrated through the narrow doors of the internet, today, this has become the basic consensus of the traditional media practitioners, in accordance with the basic trend of development, the organization of large organizations of the deconstruction and reconstruction, the main business of the vertical split and the regionalization of independent operation, forming a large number of independent operation of small organizations, and make each business subject has with the first-line audience to provide direct face-to-face service conditions, each business entity has an independent market monitoring and early warning nerve endings, to be able to meet the market situation, and in accordance with their own needs for free adjustment, until the market demand.

The goal of this kind of subtraction is to separate the body from the original large organization with independent operation ability, and have the consciousness of cost control, adapt to the market demand of the independent organizations, and large organizations in the body of all the superfluous factors, will be mercilessly discarded.

1, Vertical industry subdivision:

Support the vertical industry of traditional media, such as real estate and automobile industry, in the Internet specialization level is more and more high demand today, need to be separated from the overall large organization of the comprehensive daily, open up the profit model outside the traditional paper advertisement, and take the vertical industry's whole media operation mode, Based on the combination of Internet online service and offline operation, we realize the deep contact and interaction between the media and the service object, connect with the group of the service, and comb the business process and breakthrough point according to the core concept of users, products and services. And then to achieve a vertical industry media development of the entire media road.

2, Regional Market segmentation:

Regional services to provide regional services for the main business area service team, more should be independent of the regional media service market business development, and in order to regional market media demand organization of products and services provided, and to provide users with standardized online services under the line, and deep into the regional market audience market demand, with regional market competition leading position.

Through the cost cuts of real gold and silver products, experienced a large organization of industry and Regional subdivision of this disguised cut organization heavyweight, the future of the traditional media will become lighter, more flexible, more business entities, the burden of the business model is more heavy parts abandoned, with industry and regional characteristics of the key business is independent development, The heavy support sector has been reconstructed and the cost of management has been reduced, so that the lightweight and lean media organizations will have the opportunity to pass through the narrow doors of the internet smoothly.

Only through the internet narrow door, in the first round of the internet wave after the fatal impact, still maintain the vitality of the media organizations can continue to add in the next round of the Internet development of the conditions, in the second wave of Internet development to find their own opportunities.

Of course, this time the traditional media has become a new type of business organization with Internet genes, the properties of its media or continue to remain, or has not been the determinants of its organizational nature, in any case, the traditional media as the life of the enterprise is continued, the former media brand blood must continue to flow in the body of the new enterprise organization. (This is the exclusive starting titanium media)

Source: Dogdaoge Public number