The influence of the hottest online media on tradi

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The impact of online media on traditional paper media

recently, the nearly 80 year old beauty should first shut down with windows before cutting off the power supply; Turn off the oil pump and let the oil cylinder fall to the bottom. The well-known magazine weekly announced that it would release the last printed version on December 31, 2012, and then it will be fully converted into a network digital journal under the new name of global weekly. Many people are guessing how sensational the cover title of the last issue of "weekly" will be. At the same time, they are also thinking, is this a microcosm of the future of paper media

the paper media of the old weekly bid farewell to the road

the ending of the paper version of weekly is really sad. In 1933, when thomasmartin decided to launch this magazine, he said with confidence that there must be another quasi weekly that could compete with time. In its heyday, weekly magazine once belonged to the three major current affairs weekly magazines of the United States together with time and the United States and world report. But 80 years later, Martin's successors made this magazine lose the ability to rely on paper to carry the power of thought

due to the impact of online media and poor management, weekly continued to lose money from 2007 to 2009. In recent years, the weekly has been revised several times, layoffs, integration and downsizing, but the effect is still poor, and losses continue. In June, 2010, both the domestic Southern Newspaper Media Group and Chengdu Borui communication tried to bid for weekly, but their bidding efforts were unsuccessful. At that time, the Chinese person in charge claimed that the main reason for the failure of the bid was that the Washington Post company did not really understand the desire of China to have ideal media people and media institutions. Later, the Washington Post company sold weekly to audio tycoon Sydney Harman at a fantastic price of $1 in August 2010. Since then, "weekly" is still struggling all the way, and the new owner has failed to bring this old weekly back to life, but sadly withdrew from the paper media

Tina Brown, editor in chief of weekly, said that this decision had nothing to do with the brand or the quality of the magazine, which was still as strong as before. Making such a decision is mainly related to the difficult economic situation faced by the publishing and distribution industry

after transforming into a magazine, the global weekly will reduce the printing and distribution costs by tens of millions of dollars, and the current 270 person editing team will also face layoffs. In the coming weeks, the management team led by Brown will determine the scale of layoffs

on October 28, 2008, the mainstream American newspaper Christian Science Monitor, which is about to celebrate its centenary (November 25), announced on its official website that it would stop printing from April 2009 and send online newspapers to readers by email every day, thus becoming the first American newspaper in the United States to stop printing and almost completely adopt the Internet strategy

on March 16, 2009, Hearst announced that its more than 140 year old Seattle Post was completely transformed from a paper newspaper into an electronic newspaper. Subsequently, in 2010, the United States and world report also stopped publishing its print edition, focusing on the online edition. In September of the same year, the New York Times, the most famous comprehensive newspaper in the United States, also joined the camp of self revolution. Sulzberger, its publisher, admitted that the paper version of the New York Times was counting down from the time it stopped printing

transformation is not a desperate situation. After becoming a pure newspaper, the team of us and world report was reduced to 180 people, and now it has 5.9 million readers per month, which can make a profit. However, the content of the newspaper is basically free

in addition, the Christian Science Monitor is a church newspaper. It has brand resources and relatively fixed readers. With church capital investment, the best way to make profits is to reduce costs. Individual iron mills are even under too much pressure, so stopping the paper version is a more appropriate choice

of course, the New York Times has not given up the existence of the paper version, but launched a charging service simultaneously, and the subscription volume of the electronic version once exceeded that of the paper version. However, a group of data analysis on the charging service policy of the New York Times shows that the value of a paper reader is 228 times that of a digital reader. This also means that no matter how successful the service charge policy is, the conclusion is that the business of the New York Times is shrinking

readers who love paper reading

more and more important media have turned to digital media, indicating that the golden age of paper media has passed, but this does not mean that paper media will disappear in the short term. Because some readers love the feeling of paper reading

Shen Hui, a professor at the school of film and television of Shanghai University whose main research direction is the dissemination of economic ethics, said in an interview that everyone has different statements about whether to choose paper media or electronic version from a single individual experience. If we want to get a trend analysis, we still need to build on the consumption habits of the audience and large-scale sampling survey. From the perspective of personal consumption habits, I prefer paper reading. I once talked with my American counterparts. Do you like reading e-books downloaded from iPad, or do you prefer reading paper versions? The professor who studies the relationship between political communication and new media at Wisconsin State University said, of course, it is a paper version. From my personal point of view, I will still maintain the habit of subscribing to paper editions of some newspapers and periodicals that can carry the power of thought and have depth, because the texture and pleasure of reading in my hand are incomparable to reading through electronic media. Like some tabloid style content, I prefer to read for free through the Internet, look at the headlines, and take a glance at ten lines

in the era of new media, it is inevitable that the market share of paper media will shrink. It is difficult to try to return to the state of dominance of one party more than ten years ago, more than twenty years ago. But there is no need to panic about it. Different ages, different consumption habits and different educational backgrounds will form different media consumption markets, Shen Hui believes

at a book and newspaper booth near the Zhangwu Road Campus of Tongji University, Mr. Li, the stall owner, told: in fact, the sales volume of several newspapers and weekly newspapers with large circulation has not changed in recent years, and the readers of these newspapers and magazines are relatively fixed. Ms. Xia, who has subscribed to a city newspaper in the city for many years, also admitted that even though the Internet is now very developed, the electronic versions of various newspapers and periodicals are also very convenient to check on the Internet. But for our family, buying this newspaper has become a living habit

media tycoon with amazing intuition

at present, one common feature of several newspapers and periodicals that announced the suspension of printing editions is poor management. However, media tycoon Rupert Murdoch has been buying newspapers in recent years, and has also made good profits. How can Murdoch go against the trend and turn traditional media into magic? In fact, one of its secrets is capital operation

according to foreign media reports, Murdoch's group is contacting the creditors of Tribune group, the owner of the Los Angeles Times and Chicago Tribune. Tribune group has previously declared bankruptcy due to poor management, and now it is actively getting rid of bankruptcy through various ways. But the group immediately denied the news

the Los Angeles Times is one of the three major newspapers in the United States. Whether this Centennial newspaper will really belong to Murdoch in the future is up to time to verify. However, it is not difficult to see that Murdoch still loves newspapers in his twilight years

from his acquisition plans and mergers and acquisitions over the years, it can also be seen that Murdoch's vision is still fierce. He never seems to fail in his acquisition of newspapers. For example, when Murdoch took over the New York Post from Wall Street, the New York Post, the sun and the times, the public once raised a wave of opposition, fearing that this century old newspaper would become tabloid. However, the old owner of the New York Post chose Murdoch when facing the bidding of several institutions. They believe that the New York Post may survive better under Murdoch

Later facts have also proved that Murdoch's vision of investing in newspapers and his capital operation ability are convincing. Shen Hui believes that Murdoch's advantage lies in capital operation. He can use the bank's bundled credit support to invest in the media like venture capital. The newspapers merged by Murdoch group can often come back from the dead and turn losses into profits

Murdoch believes that this is not based on the judgment made by the economic background; Nor is it to let a think tank do market research and then decide whether to buy or not. He believes that in its acquisition plans and mergers and acquisitions over the years, it is business intuition. I have to admit that Murdoch is a media management genius. His localization strategy, through the combination of media power and political power, has been a great help for the group to move forward and understand the local culture and local needs, Shen Hui said

content and form are very important

a number of newspapers and periodicals have successively announced their withdrawal from the paper media, specializing in the electronic version. Does this mean that the future development trend of paper media is to follow the electronic route

Guo Ke, a professor of communication at Shanghai Foreign Studies University, said that the withdrawal of newspapers and periodicals from the paper media and the change of electronic journals showed that Internet technology was changing the form of media. This trend is bound to become the direction of development. Although there are exceptions (such as the current "New York Times" and the newspapers in China before counterfeiting Class B1 polyurethane products, this should be, and may be, a trend. This is an indisputable fact in the United States. The media form will change and the operation mode will change, but it will not change

how to retain more valuable paper readers? Under the trend of electronic paper media in the future, where will newspapers and periodicals work hard in the future? Shen Hui believes that in addition to the well-known content as king, that is to improve the quality and depth of the report. There is another example that can be used for reference. The times once asked a designer to make more than 300 changes to the layout of the newspaper. Of course, most readers may not be aware of these changes. But in fact, these changes have greatly increased the purchase rate of the times

during my study visit to City University of Hong Kong, I also came across a case: when Yahoo stands for audience attraction research, sample readers to browse Yahoo with eye tracker to see what sections and contents readers' eyeballs will stay longer. Through the psychological investigation of eye tracker, the station may finally know: what kind of format and what kind of content is more vitality and more attractive to the audience

Copyright © 2011 JIN SHI