The biggest enemy is himself: talking about the outlet of the media at the crossroads

than before

You do not have to stay, so not easy, and the way to treasure.

In the following week, a total of 5 large group bosses sent me an invitation, or a high, or move the highest salary, from the general manager to the vice president of the group, pay at least one more than before. After careful consideration, I chose a position and salary ranking are more than a company, my family asked me why, I replied: From the potential to see things, decisive, engaged in looking, Meng short.

What is the reason for the development of traditional media in this situation, and the way to go in the future? This problem is too grand, the country how many good minds are brooding, I dare not say I can insight into intangible, but still willing to give this industry to contribute my last bit of power: I personally some of the idea of the system out, for everyone to reference, criticism.

One, the tide, the media will die.

The argument that "the media will die" has been around for many years, and it seems that it is not even a matter of trend, but a real problem to be seen.

The first is the number of newspapers issued subscriptions, renewal rate and retail volume of the year is a cliff-type decline, this point is almost no data to prove, we know. The first almost impossible problem with this is that the feedback effect of advertising is rapidly approaching zero.

Around 03--The Golden years of 06, an entire edition of a city's mainstream Metropolis newspaper has brought at least hundreds of thousands of customers to power, advertisers never have to consider the effect of the problem; from 07 to 10, the same version of a full-page ad has dropped to two digits, But advertisers can basically recover the cost, good luck when there are good profits, and 11 years later, a full version of the ads to bring the number of calls has fallen to more than 10, several or even often zero status. Such feedback effect, so many advertisers began to discourage. As a result, the advertising volume began to plummet.

Despite the brains of the elite, the idea of "rethinking and developing an evaluation dimension of advertising effectiveness" is a seemingly tall proposition, elaborated the advertisement effect precipitation time to lengthen, the brand creation value cannot replace and so on, but to break the sky, the advertisement effect's decline must squeeze to pull the sale for the direct purpose The advertiser, and to direct the sale for the purpose of advertising type, is the absolute majority of all types of advertising, the proportion at least in 60%--70%. Only about 40% of the advertising is targeted at brand building, crisis PR, government announcements, and so on, such proportions and volumes do not raise the cost of the traditional media.

Such a conduction path is actually from the root to break the original print media operating "Two sales" mode, that is, the news to attract readers attention, and then the reader's attention to sell to advertisers. And now there is no reader, attention naturally ceased to exist, then advertisers have nothing to buy, advertising will vanish. Based on this logical derivation, industry elites began to propose another solution: to break the business path of two sales and turn readers into users. So, the newspaper began to sell things, this is a road?

My answer is still negative, and there is no doubt about it. This so-called electric business model, basically is the reader's consumption potential for the purpose, then return to the above reality, readers are not, how do you change the reader for the user? And such a newspaper for many years of accumulated credibility as collateral sales, difficult to continue, the success of individual cases can not become a model, more likely to form a mature business path.

Because, big things you can't sell, such as car, house, can sell move words how can worry advertisement effect? Little things, emeralds, diamonds, food, just like you opened a vegetable market first, there are a lot of food dealers to sell vegetables, you collect management fees; Later, the business is not good, the vegetable dealers have continued to go, so you have entered a la carte to their own market to sell, vainly to save the markets, this logic can be fluent? This does not say that you choose these products inside of these things, so that the newspaper more quickly lost readers, thereby more rapid loss of influence and advertising effect, and thus faster loss of advertisers, thereby faster ...

The industry is full of intellectuals, so the brains of the brain are endless. When all this makes no sense, there is another rock-breaking argument in the industry: our core readership is not lost. The loss is only 80 years after the reader, forums, whenever readership is still our main body, their reading habits are difficult to change, so we serve the readers of this age, can still accompany this crowd, moisten the development of 10 years or even longer time.

Well, the first group of people do not read the newspaper, this fact is indisputable, the follow-up readership is gone, we do not fight, then forums, whenever readers have not lost? Wrong！ Open your eyes and see now the mainstream of society is between 35-50 years old, this crowd is precisely forums, whenever, people pick up the phone to see your friends circle, your microblog, see how many people brush these new gadgets all day is this age, we will know the reality is how grim.

It's just that the readers of this age group don't read the newspaper as much as they did in the first place, and the slower speed does not mean no decline, and this "relatively slow" is basically at a double-digit rate, which we must know clearly.

Again, even if we recognise the "new discoveries" of these elites, recognized print media can accompany this age group of readers to grow old together, then there is a reality, as a consumer group of more than 50 years, the consumption capacity and potential of this community will begin to decline sharply, the house, car, education, Finance and so on, the bulk of the consumption has been completed, the rest is only the day-to-day consumption, then these readers for these newspapers rely on the backbone of the industry's advertising what is the point?

More severe is that these people only the remaining daily consumption is basically to the fast consumer goods mainly, and we can see, FMCG products when the ads become the main force of the media, the most brilliant era of the media is not, the rapid elimination of advertising natural requirements of the screen, intuitive rather than exposition, this point in the light of the birth of the day is doomed to never do.

Okay, what's the argument? Yes! Some people have put forward the "content for the King", put forward the media to do their own good things, to create a professional, in-depth, have a point of view, attitude of the report, through the content change to establish the core competitiveness, thereby causing concern, and thus attract advertising. Seems very reasonable, that practical? Some of the urban newspapers that started out with the information spread of street lanes and Grisse can do the same? How few newspapers can be accommodated in the market? What is the proportion of the social consumption that he covers with the intellectual stratum? If the data is too boring, we can see, a huge United States, to accommodate several such newspapers? So, how many metropolitan newspapers with regional market positioning as the core think they can squeeze through such a log, become such a newspaper?

In fact, for this industry, the most essential change is the irreversible change in the way the information is transmitted, the irreversible changes in the way information is transmitted, the way in which people get access to information, ways and habits, and the channels for people to access information, Irreversible variations in patterns and habits have led to an irreversible revolution in the way information is produced and exported.

In front of these four irreversible superposition together, burdened with huge printing costs, backward distribution, the original dissemination of the prescription and mechanism, high human costs, limited carrier resources and so on natural short version of the plane media how to survive? The failure of a wise man often stems from a reluctance to face reality, this sentence for the current flat matchmaker especially applicable, if already to this situation today, flat matchmaker especially the helm, but also constantly deceive themselves, their own to find all kinds of unfounded reasons and no reason for the courage, not rational and sober to recognize the reality, Then we do not even accept a basic premise, and talk about the transformation? Talk about development?

Many times, success is not successful, not because you are hard-working, not hard-working, but whether you can see the essence, lies in whether you want to recognize the reality, for this industry, the biggest reality is cruel, but all of us practitioners have to face, that is: The tide, the media will die.

Two, the death method is different: Under Can the road shoot, on can revive

With the premise of "Must Die", we can explore the path or death of the problem. This topic and no less than dozens of of the industry elite for many years of communication, my judgment is: the death of different ways, the next road, the people survive, can be alive.

The death of the media, we will see in the next 35 years the most common one is: Plop dead skewer, bang away. Needless to discuss, the city newspaper as the main force for most of the plane media is moving towards this path rapid walk, look at their advertising operating year, look at their high cost line, to see their confused management, see they will build a site will open a tweet, know Aihongbianye, The day of the bones is not too far away, only poor so many excellent practitioners.

Another decent way to die is to "publish in the inner"-to live. I've talked to a lot of people at least three years ago, and there's going to be huge consortia in the future that will be able to pick up some of the best and most influential media organizations in the country and even around the world, so that this kind of media can survive.

But there is one thing we must recognize, that is, the consortium's acquisition of such a flat is not directed at your profitability or commercial value, they do not care about your earning that little fart money, their acquisition is to take money to keep you, there is only one purpose: the Imperial Palace. Let this kind of media for their own business groups or for their own trumpeter, to earn more public opinion and political advantage. Just like in the past House will raise a troupe like, the premise you have to be a famously, many city newspaper from a weigh, who is sure to be selected? Ali recently led the consortium to invest 500 million yuan in domestic financial media 21st Century Media, confirmed my earlier this statement, follow-up will be a case emerges.

and the real quality of death should be: the residual value, step-in. To put it simply, when we acknowledge the premise that the media will die, it must also be admitted that, although the plane media has missed too many opportunities, but in 35 years still has a lot of high-quality resources, such as government resources, customer resources, customer resources, channel resources, and many industries to integrate resources and so on.

If you can find it keenly, excavation, integration of these resources, and can quickly become a reality, occasion into many real economy, strategic cloth point of their own business matrix, then still have the opportunity to form their own new business path and profit model, then the newspaper is just a lot of their own products on the line of a common product, or become their own package of a "inner" magazine, from the operational point of view, this is the real step-in, the CLS turned.

For example, the flat media is a declining industry, but the advertising on which the media live is a sunrise industry and will continue to develop in the foreseeable future. Regional influence of the plane media can fully integrate their own government resources, government public relations capabilities, advertising agency resources, etc., so that they become a regional advertising agency platform. To layout replacement, cash shares, resource swaps and other forms, cloth point oneself in the regional market has the value of advertising carrier of the right to publish, agent rights, the right to operate, the formation of three-dimensional advertising product line, the newspaper is only their own advertising products on the line, when you can give advertisers to provide one-stop three-dimensional, full coverage of integrated services, Your business path is clearly visible.

Same reason, the car industry's advertising has slipped, but at present a first-line car brand in the second-tier cities in the mainstream city newspaper for a year still have millions of advertising fees, then I do not want your advertising fee, while also giving you millions of of the advertising, while still taking out cash, Just one point: regional 4s store authorization or other more generous agent, sales policy, then we are not entered the car sales industry, a media if can agent on five or six first-line car brand 4s shop, and then through their own promotional resources, activity resources, then the profit is not less than your advertising fee, And more importantly, you are entering a whole new industry, and the business life of this industry is much longer than that of a flat medium.

What about education? What about medical care? What about finance? What about traveling? What about drinks? What about acting? The rapid integration of resources into the real economy, and at least to intervene in the industry chain of the middle end, before the time window closed, the cloth point to complete their own business matrix, a business group can be seen clearly, then this time, the media is dead or alive, the problem is not in your logical category, Perhaps you have no longer cared about this topic.

When these business matrices are completed and successfully extended, we can make the people who do the news more professional, focused, after all, we are the people who understand this industry, we love this industry people. If this, the industry practitioners can also have a good home, so that the culture of decent retirement is also a boundless thing, so misfortune!

Three, our biggest enemy is ourselves

But I have to admit, it's all too idealistic, because there are so many good practitioners in this industry, so many intellectuals, so many wise people, that it's hard to see the death of success.

Nothing is more wasteful than hesitation and entanglement, and what we lack now is time, but the most pervasive feature of smart people is hesitation and entanglement, leaving us with the time to say for 5 years, to be short, to open your eyes and see.

There is nothing more than fear that makes a decision out of common sense, let the action deformation, let morale, and shy, veiled not to recognize the reality, not face the reality, holding a gambler's luck to find reasons and excuses, it is the soil of fear and suspicion, and this is now the majority of the current media at the helm, Talking to the team all day about empty theories that they don't believe in, will make the team fall apart more quickly.

In a period of rapid development of the industry, the performance of all the way will cover many problems, errors and contradictions, and in the downlink channel, the decision makers of any small errors will be infinitely magnified, and directly map to the outcome, let alone all day doing so many random attempts and decisions.

Nothing is a more absurd lie than the rise of management to reverse the trend operation, operation, operation, is the solution to all the problems, the operation of a successful management of the meticulous or instrumental, operating failure of management is nothing, to see Panasonic go, the previous years are not still learning Jiazhi help? Take a look at Nokia, their management is exactly the same, when the bankruptcy liquidation, where management?

Smart people, please don't take this as a cover for personal gain. Our greatest enemy is ourselves, when the media die, please remember, not the trend defeated us, but we abandoned the chance of survival, God in the decision to end this era, left us so long time, leaving so many opportunities and channels, and we have chosen to bury the dead. It seems that everyone has forgotten the common sense: to have the courage to say goodbye to an era, to have the opportunity to prosper in another era.