The paper media is not dead? "(ii)

Abstract: Today, American Paper media have been transformed to adapt to the internet era of the waves. In this batch of new media to the Internet to advance the old paper media, because of their different types also face different difficulties, as well as different ways of transition. Newspapers and magazines, which are

Today's American paper media have been transformed to adapt to the times of the internet waves. In this batch of new media to the Internet to advance the old paper media, because of their different types also face different difficulties, as well as different ways of transition.

Newspapers and magazines, which are the most widely recognized categories of paper media. Both at the issue speed, information coverage, the content of the carrier is completely different, so that they also play a completely different role in people's lives: newspapers mainly news, pay attention to fast, quasi, wide, the daily issue is never absent, while the magazine is relatively long, for a particular industry or content in-depth coverage. If the newspaper is an early lunch in the Content field, it is a daily necessity, and the magazine is like an afternoon tea cake for the weekend, which is the icing on the bread of quality of life.

But the last time we also mentioned that the paper media in the website after the online, already has the Internet media the most important three factors: real-time update, electronic carrier, sharing and dissemination. and "Real-time update" and "electronic carrier" These two points, to a certain extent, broke the newspaper, magazines, according to the speed of distribution, the traditional division of the carrier.

After the paper media online, there is no newspaper, magazine. What is the new classification that adapts to the characteristics of the Internet?

The answer is content.

In fact, the Internet helps the paper media back to the original core. and content as the standard, such as news, fashion, professional fields, comprehensive comments ... these are the paper media under the Internet classification.

News: Online competition between paper media and television

News of this type of internet paper media more for newspapers, such as The New York Times. And their competitors on the internet are not just newspaper peers, but also CNN, ABC and other well-known television media sites. And from a certain point of view, the content of each news site has a great degree of overlap. Every day the news media will pay attention, and users will not read the same news, such as just went to the New York Times website and then clicked on CNN immediately.

Because the media of newspapers and television are different, this kind of competition is not so fierce as it is now. People can read newspapers on their way to work, go home and turn on the TV to watch news. Although the content will overlap, but the text and television video information dissemination methods are completely different, people do not feel the duplication of information redundancy. But when newspapers and television media were transformed into the Internet, the gap in the information carrier began to shrink, even near zero. CNN's web site also needs text coverage, and the New York Times can embed video, which is not much different from the way content is presented.

In a way, the Internet's news-type paper media rivals may be the same as in the past, even with the heavyweight players who have never played. But that's not to say newspaper media have no advantage on the Internet. The newspaper and the website are the visual text browsing mainly news report way, the reader can jump to browse many information quickly, this more is not the time sex, but the television news is the linearity, the user is very difficult to skip a certain part to directly enter the content which oneself is interested in. From this point of view, the newspaper instead and the News class Web site in some way closer.

Life style: Expanding opportunities for e-business cooperation

These paper media focus on lifestyle and other aspects, for the reader to carry out regular introductions and recommendations. Because the content and each consumer product has the very big correlation, this kind of most is the design exquisite magazine, and receives the advertisement merchant's favor.

Because of the magazine's reader orientation and long-term industry accumulation, these brands can in fact be relatively easy to the magazine loyal readers exclusively for online users. In the field of television, this type of paper media competitors can not be said to be a television medium, but a separate column, and these well-known columns in fact, with the opportunity to cooperate in the paper media, on the site to play the column video, to achieve a win.

In the business model, life-style paper media in the field of Internet also has a greater space. In the paper Times Magazine can only provide advertising for the inside page, while online sites can actively expand the marketing cooperation model, such as on-line shopping malls and product reviews recommended.

For this kind of paper media brand, in fact, the biggest competitor is active in the relevant industry from the media. The number of articles shared by a well-known microblog is far greater than the recommended content of a magazine brand. Of course, from the content of the volume from the media may be difficult compared to the paper brand, but it is undeniable that the media is more in line with social network communication language and content entry point, so that it can not be underestimated in social sharing. In the Internet under how to reposition their own magazine brand, expand social sharing, activate user discussion, this is more of the fashion paper media in the transition is not open important issues.

Areas of expertise: content can bring new opportunities

This type of paper media focused on a vertical professional field, rooted for many years, often are widely word-of-mouth industry vane. In the paper age, focus on the vertical field of paper media newspapers, magazines and have: newspapers pay more attention to industry news reports, the magazine is deep excavation. But when everything goes to the Internet, the professional domain site takes care of both parts. For example, the famous technology magazine Wired, his website will report on the latest technology news in real time, while the columnist has a more in-depth analysis of the comments.

In contrast to other types of internet paper media, the professional field of readership is the most concentrated and stable. As long as the reader does not reject online websites and the paper publications are properly guided, the user base is less likely to be lost to the online platform, but at the same time, because of the relatively narrow readership market in the field of expertise, these sites do not have as much revenue as the news media in the advertising of the ads that are billed for the number of visitors. Therefore, the professional field of paper media only in the Internet to open up more suitable for their own business model, in the content to find more opportunities.

"Architectural Digest," the building magazine on its own website has a column, estates for Sale (real estate sales), dedicated to the world's design and the sale of the building, the price is very expensive. This kind of related industry resources at the same time as the content of the cooperative way, may be the professional paper media in the Internet can continue to open up commercial road.

Comprehensive review Category: Pay subscription model for high quality reading experience

This kind of representative is "Vanity Fair", "New Yorker", and domestic is "triple life weekly". Although these magazines are completely different in their brand core and target audience, they are all comprehensive magazine brands that represent a certain kind of life attitude. These brands may be all-encompassing in content, from news to culture, from professional reviews to comic comics, but are all about choosing and providing content around a particular readership.

These magazine's readership is more subdivided, simultaneously pursues the article to report the high quality, in the paper age stable subscription quantity may guarantee the magazine the movement, but the website on-line often faces the more or less predicament: The magazine hoped that can provide the best reading experience, but the advertisement is maintains the website operation the safeguard. In this case, the Web site for online charges is a way to solve the problem of money: readers can read a certain number of articles a month, but more than this number to register members to charge a certain subscription fee. Ideally, a loyal reader of a magazine would be willing to pay the same amount (or less) of the price of a paper magazine to read online. "The New Yorker" and "Vanity Fair" are all involved in the trial, but the results have yet to be tested.

Different times, the internet has changed the classification standards of many industries. The traditional paper media may face a completely different competition from the printing age, and their opponents may be other media in various content industries: the same Internet-transforming TV giants, the active media in social-sharing, and the electronic media from the founding of the Internet, the newspaper, The magazine can not be called to measure the demarcation of the paper media, the content itself is released from the carrier, really become the only criterion of the reader's choice.