Traditional media transform talent and technology into mobile internet bottleneck

Xinhua Beijing, November 20, in recent years, the mainstream of traditional media have begun to network and mobile end of the transition, in this process encountered what difficulties? Traditional media transformation mobile Internet, bottlenecks and difficulties in where? At the NetEase Mobile Media Summit Forum held yesterday, several media executives discussed the above issues.

Mobile Media commercial mode multi-payment download and advertising is still the main line

After nearly a century of "education", users have been accustomed to paying for reading magazines and newspapers, and the entire color brand and product advertising is also an important source of revenue for traditional media. In the new media era, will paid downloads and advertising still be the only mode of commercialization?

The answer is not necessarily, but the commercialization of new media is still inseparable from these two main lines.

"We have four main lines of profit, the first is advertising, the second is the sale of digital rights, the third is the SP wireless value-added services, try to do mobile phone to obtain income; the last one is still trying to do is e-commerce, traditional advertising on the effect, conversion rate or the impact on the retail terminal is no way to assess, but the mobile era can, We are also in the initial stage, but each year there is a relatively large growth, "said the South's net CEO Gou Hua.

Finance and new vice President, Caixin Network CEO Zhang that the current model of pay-for-download advantage is most obvious, "if in advertising and paid to download these two, we are willing to nurture the latter, on the one hand (do content) will not be affected by business and intrusion, on the other hand, the economic downturn, the macro-level impact is relatively small."

There are also people who look down and pay to read, "the domestic reader's pay-reading habits are not good, more than 40% is cracked users, will not pay for content, iweekly vice President Shinping said, will consider the introduction of pay model, but the current income from advertising, the first year has been amortized costs, The net profit is now more than half a year.

Traditional media transformation more bumpy: talent and technology is the bottleneck

A few years ago, mainstream traditional media began to transform to the network and mobile end, but this process is a lot of bumpy, first of all talent.

"The first thing to solve is how to attract talent," said Gu Xiang, Asia general manager at Thomson Reuters Consumer media business, which is the first hurdle for many traditional media transitions.

Forbes Chinese editor Zhoujian's view is more representative, he advocated the transformation of thinking, "traditional media editors should be transformed into product managers, readers should become customers, I am no longer the editor-in-chief, but the chief product officer."

"Talent and technology are the most lacking in our traditional media," People's Daily (603000, shares bar) deputy editor-in-chief Xudantan said, "can produce a lot of news content, recruit a fresh student, will soon integrate into our media environment, but how to let him turn the news into mobile internet products, this product view we are very short."

"We did not have a special plan before, this is to be filled slowly, the road of transformation is still very long," Xudantan said.