The change of thinking in the age of mobile internet

Data from the new Media Institute of Journalism School, Renmin University of China, showed that in June 2014, the proportion of Chinese mobile internet use was more than that of PC, and 46.6% of the people used mobile terminals for more than 3 hours; from the audience's reading habits, on the micro-trust platform, the average person reads 5.86 articles per day Reading on the mobile side is going beyond the PC side.

Mobile Internet not only changes the audience's reading habits, also changed the content of the media profit model, the media in the past the pursuit of rapid, comprehensive, professional, deep in the mobile internet era was one by one collapse, we have to change the content of editorial thinking and product operation thinking, with the appropriate mechanism and form to win the user's acceptance and love, Establish a healthier, more rational and more robust business model.

In the age of mobile Internet, it is the golden age of content to organize content production according to new user application scenarios.

The change of reading brought by mobile internet

The most notable change in the mobile Internet is that the state of using the Internet has changed from "fixed" to "mobile", bringing more diversity in time and space.

From the PC side to the mobile end, another significant change is the screen size, which is also based on the need for mobility. This leads to two consequences. One is to meet the need to read the fragmentation of time, the second is to meet any location in any situation reading needs.

Therefore, the change of people's habit of reading news makes the content production change. This content must be light and simple. They have to be prepared to be accepted in any physical or psychological situation. So it's hard to be serious.

In addition, with the PC side of the reading ratio, mobile phone reading, although the accuracy and presentation of the way to meet human comfort requirements, but the screen will eventually bring a reading pain, which also exacerbated the serious content and the phone side of the load is not fit.

The number of articles published on the public number presents such an obvious feature: direct copying of newspaper articles, reading is often far below the average reading number, if it is based on the news of the Light Yue transformation, reading is often higher than the average reading number. In the age of mobile Internet, the content of readers ' reading must be light and simple.

The change of content editors ' thinking in the mobile age

The impact of the Internet on traditional media, in the words of senior media xujing, is to completely dissolve the editorial center system represented by the editor-in-chief. And he simply wrote a book on the death of the editor-in-chief.

In the past, the size of information production is limited, the goal of information consumption is clear, so the role of the editor of the media is renowned for its great reputation, the chief editor's taste, aesthetic and even will, determines what kind of information production is welcome.

In the mobile internet age, the content is no longer scarce, but good content is scarce. In the era of abundant content supply, what we lack is the selection mechanism of content and information and the ability of two times to produce credible and efficient content. The functions of the editor-in-chief have been replaced by the "finishing" role that is more adapted to the times. In the eyes of new media watchers, the Wei is the core role of activating the Web platform, even more important than the producers, because information redundancy leads to distraction, and content sinks quickly, and good people can make "content regenerate."

The former Tiger olfactory network editor Pan Chaos firmly believe that the value of finishing more than production. He even thought: "The last five years of the major platform music audition list, book sales charts, movie box office charts, micro-Bo Hot Topic list, Baidu Index Puma high heat words, Youku Video Hits favorites list, Baidu Bar and watercress group most active 150 groups out, as long as relying on strong editors, Can make a big kill quartet content Entertainment client.

The change of content profit model in mobile internet

Now, in the digital operation of the media, people have accepted the fact that only a very small number of readers will pay for content, based on which the media can rely on other revenue to maintain free content.

First of all, must continuously enrich the news content, this is the media core business. Second, the tangible benefits of the media must be increased through subscriptions. Third, the intangible assets of the brand must be maintained, which is why the media has been developing new projects.

Traditional media only need to pay attention to form and content, and with the rise of internet media, social networking has gradually become a major element of the media. The era of mobile internet media, in addition to content, form, social, there is another factor, that is the scene. Because of the convenience of mobile media terminals, the location of users to obtain media information is gradually diversified. Using great data and cloud media technology, collect the user's current and previous space relevance, as well as the current and previous behavior of the relevance, analysis to meet the needs of the user's current scene, and then fit the user needs, push the "timely" content and user demand guidance is an effective means of scene utilization.

It is of great significance to make use of the new elements of the scene to meet the personalized needs of users, improve the stickiness of users, and even the personalized marketing of advertising. Today's personalization is not only in the content of personalization, but also in the personalized scene, to achieve "news follow users run" this goal.

The shift of product operation thinking in the mobile era

Chen, a former editor-in-chief of Sina, said: The Times of the editor-in-chief and editors are not over, but they need to adjust their working patterns drastically. The past Editor-in-Chief's act more just falls on the content itself. And in this era, the general editors need to pay more attention to it.

In this ecology of mobile content with professional editors, professional editors, and professional editors, editor-in-chief and editors need to change, need to learn, and need to be called a qualified product person. Because, once the content production now appears to be only very elementary product material, has the good content only is a beginning, the good content needs to have the good interaction, the good product, the good operation.

The era of diversified demand for mobile media has come true. Multi-scene, multidimensional social application and demand is still the media transformation must think of the direction, the future mobile new media will be a new attitude to change our past media forms, information content services should not be simple content out of the street on the final simple form. Good content, good channels, good editing, good user experience, viable business model, more high-end content providers involved, and regular user participation in order to have the possibility of the king.