In recent years, Network , Mobile phones and other emerging digital media reported booming, traditional media are in an increasingly shrinking market share, especially in paper media. The next two to three years, online media will show explosive growth. As the 3G era, the media environment and the pattern will change even more. In this changing situation in the media, the traditional strong position papers will be fundamentally shaken, the market will get a small cake.
In such a historical crossroads, the newspaper for future survival, forced to reconsider the relationship between digital media and network positioning.
Paper media and network media past and present
Rapid growth of China's newspaper industry for nearly 20 years, but the Internet is the last century, only 90 started. At that time, the Internet humble, traditional media content is almost free of aid to survive. However, only a few years, the position paper on the media and the Internet have been biased.
HC Media Research Center, monitoring showed that in March 2005 was a watershed in Chinese newspapers: Advertisement Monthly growth rate started to decline year on year growth rate of the first half of the amount of national press advertising grew an average of only 7.08%, for the first time below the GDP growth rate.
At the same time, network operators pack of fire. Sohu, Sina, Netease three portals advertising revenue, either up or chain, showed a continuous rise. One drop a liter, . This year in March, 2008, SINA announced its fourth quarter and preliminary 2008 unaudited financial report. The report shows that Sina net revenues 369.6 million U.S. dollars last year, up 50% over the previous year.
Why the network media subvert a newspaper's job? The reason is simple: it took from the newspaper where the reader's "eye." Today, the Internet has been fully integrated into the work of contemporary people, learning, living, entertainment, and all other areas of interpersonal communication, accelerated between different media influence and market share dynamics.
Most to feel the imbalance of paper media is the site of the "low cost, high-yield." An integrated financial year, the newspaper's editorial needs of thousands of dollars, but all the news and information to the portal site, get paid, but is symbolic of several million, equivalent to giveaway. It is the content of network resources by consolidating newspaper position, but instead reduced to a network of newspapers, "cheap migrant workers."
Copyright Society of China in June 2008 "issued by the newspaper and online copyright research report," said the overall decline in newspaper business has become an indisputable fact, though the reasons are complex, but the impact is obvious from the Internet. For a long time, the portal site of cheap or no cost and use of newspapers freely reproduced original news and information content, not only seriously infringed the copyright of the newspaper, but also directly to the business press had a great impact.
The formation of the Internet on the newspaper is a worldwide impact. Hundred years old, "Christian Science Monitor" announced that from April 2009 began to give up the print version of the paper daily, changed into the network version. The industry was that this confirms the assumption that the newspaper will inevitably move toward extinction. Maybe That's a slightly alarmist, but in the new media structure, the newspaper's survival is indeed severely squeezed, the traditional position of strength to be fundamentally shaken. I am China Chemicals Products writer, reports some information about beef offal , sheep casings.
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