The game of the breadth and stickiness of portal news Channel vs News web site

The internet has long been the first way for people to browse the news, the portal news Channel by virtue of its brand effect to snare more netizens; news websites rely on their high quality content to adhere to the Web site with a high degree of internet users. In this game of breadth and stickiness, netizens will always be the ultimate winners.

Portal news channel covers a wide range

According to Alexa data statistics (see below), in the News class website/channel Sell-off coverage statistics ranking, the top four are the portal news channel, and fifth to tenth of the news sites and channels to form two camps. Although there is no significant difference between the two camps ' internal values, there is a huge difference between the camps.

The Sell-off coverage of the portal news channel is 15 times to 25 times times higher than that of other news websites and channels. And compared to the previous weeks of data, the portal news channel to increase or decrease the number of visitors to other news sites to the total number of visitors.

The reason, the first is that the portal site more comprehensive, high visibility, and has cultivated the landing habits of netizens, this advantage is other news sites and channels can not be compared;

Just play the brand effect obviously not enough, the portal also relies on its channel advantage, for netizens to provide more browse news path. Dispatch Science and technology editor Yong told reporters, such as Tencent QQ rely on its clients, glued to a huge amount of netizens. Then through the client, Tencent in different times to these netizens pop-up hot news, and news pop-up time for internet users more than the peak, such a hot news can be in a flash to attract a large number of netizens attention. And pop-up news is also the coverage of QQ news in the portal news site ranked top of one of the important reasons. In addition, Tencent, Sina has its own micro-blog, through the microblogging platform to publish news attracted by the number of visitors, will also be counted into the data.

In addition, the search engine and browser page navigation is the main Internet users, and the portal site is just guarding the entrance. Internet analyst Yi Linlin in an interview with the network leader, said the portal site and many browsers, search companies have cooperation, a lot of user habits from similar to 360, roaming and other browsers into the Web page, and portal class sites are ranked in front of such browsers.

News websites are more sticky

While other news sites and channels struggle to compete with the news channels of the portal, they are not without its advantages in the number of visitors. The same is from the Alexa data (see below), in the user daily average number of pages, ranked in the forefront of a few portal news channel figure.

The contrast between the two sets of data is significant, and the reason for the contrast is the content of the news first. Like Oriental Net, the Daily Network (603000) are national key news sites, so their news channels or local Windows content is obviously better than the content of the portal site, followed by many news sites based on local, there is a strong regional. Therefore, they have a relatively stable user groups, these users and the site is relatively high, and the loss rate is low, and the site for Baidu and other search engine dependence is also low, so more "sticky" people, netizens in the site will browse more content. In the portal news channel, Phoenix News can maintain a high value in this statistic, Yi Linlin thinks it is the ability to look at the problem from the point of view of other websites in the country, and then produce quality news content.

On the other hand, although the portal attracts a large number of netizens, its layout is wide and news channels are only a part of it. For example, QQ News in all channels of QQ, its user coverage and the daily average number of users access pages have not entered the three.

Apparently, many of the portal's channels have diverted netizens. Blogs, emails, and microblogs have become the most frequently accessed applications, while popular channels such as entertainment, women and cars and literature have attracted more attention than news channels. And such as the Oriental Network news sites to the main news, its news channel access to occupy the entire site 45.83%, far higher than its other channels, compared to Tencent's news channels accounted for the entire Tencent net percentage of only 16.84%. This is long, the portal news channel in the daily average number of visits to the page, it fell to the leeward.

Grasping the needs of netizens to win the game

News web site to the Internet to report news as the theme, then improve the breadth and stickiness of the site, we must grasp the needs of netizens for the news.

Internet veteran observer Ding pointed out that timeliness is the most critical content of news sites, because the Internet era is all about "fast", netizens need to quickly access information, and Internet news can clearly meet the needs of netizens. So when a hot event bursts, you need to test the speed of news channel Rob News. In this regard the portal relies on its powerful resources and channels to be more dominant.

On the other hand, the news site must have a strong executive force of the original team, can be the current hot news to make original interview report. In this respect, the Oriental Network, Beijing News network, such as relying on its focus on the Web site and paper media, to seize the original advantages. Especially when the news is difficult to distinguish, the Netizen needs to report the news more truthfully and deeply, so the advantage of originality can make up the insufficiency in the timeliness. For a news channel without a news interview qualification, you can increase the user's viscosity by introducing a series of original channels, such as Phoenix News "Free Talk", Tencent News "alive" and so on. Of course, this approach also applies to other news sites.

In addition, news sites and channels are necessary to enhance their influence through some offline conventions and salons. And the use of new media to meet the news coverage, and to achieve the purpose of interaction with users, from many aspects to meet the needs of netizens, not only to expand the news site and channel their own influence, broaden the breadth, and ensure the originality of the news, and "stick" more netizens.