Strive to reform and revitalize the paper media

Strive to change and revitalize the paper media

release date: Source: Internet editor: lychee Views: 438 copyright and disclaimer

core tip: with the rapid development of new media and new technology, the way audiences receive information has changed significantly, and the mode of communication has also changed. Under the new situation, the impact of traditional paper media is obvious: the loss of readers, the decline of circulation, and the reduction of advertising revenue. Traditional paper media are facing unprecedented challenges. In this severe situation, as a practitioner of traditional paper media, we must keep a clear head, rise up and fight, dare to change, and revitalize the vitality of paper media

[China Packaging News] with the rapid development of new media and new technology, the way audiences receive information has changed significantly, and the mode of communication has also changed. Under the new situation, the impact of traditional paper media is obvious: the loss of readers, the decline of circulation, and the reduction of advertising revenue. Traditional paper media are facing unprecedented challenges. In this severe situation, as a practitioner of traditional paper media, we must keep a clear head, rise up and fight, dare to change, and revitalize the vitality of paper media

first, the crisis faced by the paper media

since the time train has rushed into the new century, the new media and new technology represented by the Internet have advanced rapidly, and the new media has gradually penetrated into people's lives with its advantages of convenience, quickness and anytime, anywhere sharing. Under the impact of new media, the weakness of paper media has been exposed, and the crisis has emerged. The main manifestations are:

first, the production cost is high and the transmission carrier is limited. As we all know, a newspaper needs layers of links from editing to production: collecting and writing, reviewing manuscripts by relevant leaders, making editions, proofreading and inspection, signing editions by leaders, printing and distribution... Each link constitutes a high cost of paper media. New media does not need these links at all, and the cost can be greatly saved

second, interaction and timeliness are weak. Newspapers have always been placed in the position of "high above" preaching and teaching. "Listen to what I say" has become the communication mode of newspapers. In today's era of information explosion, this indoctrination mode of communication has lost people's favor. In addition, the most important thing is timeliness. Every second counts in the war. Whoever seizes the opportunity of reporting will become the winner of the war. Due to the limitations of the media, what happens on the same day can only be published the next day, and newspapers are often at a disadvantage in the competition with new media

third, homogenization is serious. The yellow flame means "homogenization", which means that the products produced are consistent in pattern, which is mainly reflected in the fact that the positioning and content of newspapers are basically the same. For example, Shantou has run three comprehensive newspapers in this narrow area, and the phenomenon of homogenization is relatively prominent

fourth, the organization is huge and the burden is heavy. The paper media are basically units with decades of history. Due to the accumulation of history, the team is numerous and miscellaneous, the personnel are aging, and they also carry a large number of retirees. The difficulties of these old state-owned enterprises are like mountains, which make the paper media breathless and difficult

second, give full play to the inherent advantages of the paper media and rebuild confidence

up to now, the development of the paper media is facing a deep-seated crisis, but as the practitioners of the paper media, we should also see the "opportunity" from the "danger", fully tap and give full play to the inherent advantages of the paper media, strengthen confidence, face challenges from tolerance, and usher in a bright future at the end of the mountain. The inherent advantages of the paper media are also obvious, mainly including:

first, the paper media, especially the party newspaper, is the "mouthpiece" of the first-class Party committee and government, and the party and government are the strong backing of this kind of paper media. This advantage is unmatched by any new media

third, compared with electronic display screens, paper media still has many inherent advantages and will not be completely replaced in a long period of time. The damage of paper media to eyes is far less than that of computers, readers and other electronic terminals. Reading paper media may therefore become the first choice for most people. Many people who are currently keen on electronic terminal reading may also return to the ranks of paper media reading due to physical reasons

first of all, the reform of the paper media should start with the organization, and we should resolutely get rid of the accumulated disadvantages of the old state-owned enterprises, such as institutional overlap, overstaffing, one person doing things, and three people talking. Specifically, in Shantou, we need to take bold measures to change the homogenization of newspapers and run newspapers with their own characteristics and market competitiveness

secondly, we should separate the competitive departments under the paper media, and set up advertising, distribution, printing and other companies respectively, so as to encourage them to bravely participate in the market, participate in market competition, and open a way in the fierce market, striving to expand themselves and bring profits to the newspaper

third, the content is king, highlight the characteristics, and achieve "I have no one, I have deep people". Shandong innovation group began to make conventional cables. The biggest advantage of paper media, especially local newspapers, is local. At present, many local paper media are basically one thousand people, and the formatted and routinized pages of domestic, international, sports and other newspapers are full of the whole newspaper. The news published in these pages and other newspapers have become old news of yesterday's yellow flowers when they are printed and sent to readers. Isn't it strange to rely on this to attract readers. Of course, local newspapers should play the leading role. We should boldly abandon those popular and routine pages, and run more local pages to attract readers with local characteristics

fourth, take a new path of media integration. In today's information explosion, it is obviously impossible to rely solely on a piece of paper media to win the world. At present, our paper media also has its own station and official for the functional realization of household appliances. We should give full play to these resources, closely combine the paper media, station and official, use the station and official to compete with other new media for speed, use the paper media to compare the depth with other new media, and use the exclusive to be special with other new media... I believe that the paper media with a glorious history and rich accumulation, as long as we put our position right and boldly deepen reform, With the strong support of the Party committee and the government, we are sure to win this key battle that concerns the life and death of the paper media, so that the paper media can regain its vitality