Su Linsen
Given the rapid development of the Internet and in newspapers and traditional media, represented by the impact, if newspaper readers and Internet users to understand the blend of newspapers and Web sites of great reference value. The city of Chengdu as a newspaper, its development has some national significance. Chengdu, China in 1995, the birth of the first Metropolis "Huaxi Dushi Bao", 2000 "Chengdu Business Daily" has become China's first newspaper backdoor listing in 2006, the "Chengdu Business Daily" as the main body of the Media Group was established in Chengdu, became China's first cross-media group ... the central city of Chengdu newspaper ... if the retail market as a sample, survey users with a blend of the phenomenon of newspaper readers, no doubt, would be the development of the national newspaper, reported net interaction of a more general reference.
Recently, the Beijing market research firm may Reid survey of the retail network in Chengdu newspaper readers penetration phenomenon. The overall survey of the four main areas of Chengdu city newspaper: "Chengdu Business Daily", "Huaxi Dushi Bao", "Chengdu Evening News" and "Tianfuzaobao."
Market research
Blend of media audiences is obvious
In the "channel excess" era, each audience are in a variety of media dissemination of the contents of the three-dimensional siege. A basketball fan from the Internet may obtain the latest basketball game information, and then he may live on TV, if you feel unsatisfied, he will visit the next day's newspaper or magazine-depth analysis ...
80% of Internet users in the retail readers
Today it has been lack of time away from the channel, normal contact with the audience one day often several media, including network and a blend of traditional media audiences especially. The survey shows that 80% of newspaper readers, but also the retail users, the Internet newspaper readers in the retail coverage is much higher than the national average coverage, including access to the Internet every day, nearly 45% of readers, while the proportion of Internet not only accounted for 15.27%.
Sina and Tencent network coverage in the retail readers the forefront, accounting for 52.3% and 50.2%, these two sites cover more than the "Chengdu Business Daily" (44.8%), "Huaxi Dushi Bao" (42.3% ) 4 kinds of newspaper coverage of itself. Sohu in the retail readers of respondents in the coverage of 30.2%.
Specifically look at the retail readers of each newspaper's internet use. The newspaper readers were seriously eroded sites, including Sina, Tencent, Sohu, Netease and other sites of newspapers, especially the intrusion. Specifically, the "Chengdu Business Daily" has more than 50% of the readers Sina Internet users, nearly 50% of readers Tencent users. "Huaxi Dushi Bao", more than 53% of Internet users and readers is also Tencent Sina users.
The largest group of college students as users
Face the impact of the network to college students as the main flow of the Internet is relatively young readers clear, the survey found that college students are the largest group of Internet. Occupation is the impact site to cover the retail readers an important variable, the site covers different professional readers is different. Specifically, a higher proportion of college students online readers, Sina, Tencent, Sohu, Sichuan Online, Sichuan News Network and other 11 sites, college students readers network access rate in the 16 occupations are the highest. To Sina, Tencent and Netease, for example, Sina Internet users, college students accounted for 26.60%, Tencent users accounted for 27.20% of college students, college students in the NetEase Internet users accounted for 26.40%; on local sites, college students and public and private foreign-funded enterprises employed more contact, the largest proportion. These groups also want to strive for is newspaper readership.
Internet is greater than the alternative of complementary newspapers
Dangqian, the industry generally concerned about the Internet on traditional media, especially the impact of the newspaper. 2010 Eighth National National Reading notes show that the national average time of 23.69 minutes each day reading newspapers, and Internet time is 42.73 minutes, the audience has access to the Internet far more than newspapers.
The survey did not survey for newspaper readers and Internet users newspapers reverse osmosis, but according to 2008 China Publication Science Institute's "first national Internet users to read and purchase publications Survey" shows that reading habits of Internet users account for books and periodicals 98%, the average daily newspaper within one hour of time in up to 71.5% of Internet users, Internet users under the age of 50 preferred the Internet to obtain information, and the elderly over the age of 50 is preferred newspaper as the main means of access to information; DCCI Internet data center, "2011 China Internet Survey" shows that China's Internet users still have 27% of Internet users in contact with the highest number of newspaper life. Through the analysis shows, the Internet and newspapers have their own advantages, although the penetration of the network of newspaper readers has led to a certain extent, the loss of readers, but the complementarity of the Internet on the newspaper still is greater than the alternative.
Countermeasures
Enhance the brand through the influence of media convergence
The face of the Internet across time and space superiority, space transfer by the newspaper should be a positive response. Newspapers should use the Internet to enhance the brand and influence, rather than to treat the Internet as a scourge, newspapers can take countermeasures are:
Competition in the differentiation and development
To speed up the process of digitizing newspapers. Figures reported figures reported include the Internet, mobile phones and electronic paper reports three main forms, the number reported for the first form - the Internet digital newspaper, the current profit model is not clear, according to 2010 figures published in the annual meeting of China released "2010 China's digital publishing industry, the annual report" shows that in 2009 the national digital newspaper (online edition) income is only $ 310 million. Therefore, the press should actively explore the digital newspaper distribution fees, advertising and digital newspaper content value-added services and so profitable, newspaper Web sites should maintain the timeliness of the premise, to play longer than the interpretation of the advantages of a newspaper report, expand the newspaper's brand, in order to with the portal for competitive differentiation in the survival and development.
Interaction to achieve intelligence network development
Actively promote the intelligence network interaction. The process of media convergence newspaper sites do not simply copy the contents of the newspaper online, and to change from simple to set up an electronic version of the traditional media websites and traditional media to the Web site of interaction (reported net interaction) to develop, implement driven by the newspaper Web site changes driven by the newspaper to the Web site. Interaction network in the newspaper, newspapers should make full use of the network platform to expand their influence, such as open seminars on the web, open rebellion reader system, to attract users interact, the content of the newspaper notice and feedback, and so on. August 6, 2007, China's first reported net interactive community media platform - "Chengdu Business Daily" and Chengdu to build the full-search Web site's "Community Gold Edition" release. The forum expanded community newspaper content, community forums through 800 and 1000 owners QQ group and two digital channels 24 hours community interaction, entered the "intelligence network interaction" new era. Full search and Chengdu "Chengdu Business Daily" newspaper network through an interactive way to create web content and carry out various activities, Chengdu has become the largest life services site, January 1, 2010 revision to become the largest comprehensive news portal in Chengdu. Many newspapers are actively promoting the intelligence network interaction, such as "Beijing Evening News" open enterprise QQ, happy home network, hotline phone microblogging and Beijing Evening News reported in the newspaper excerpts on topics discussed in the day happy network users, QQ users and mobile phone users speeches, and published microblogging "micro news," so that "everyone is a narrator."
Accelerate the application of new technologies
Since traditional practitioners, mostly Chinese newspapers, news and other liberal arts background, the relative lack of technical knowledge in the era of media convergence, the newspaper staff to strengthen the learning of new technologies, conditional newspaper (newspaper group or media group) can make some internal new media technologies inter-departmental training. U.S. Gannett Information Center in the establishment of large-scale audio and video when start training. In November 2006, Gannett organizations in 16 cities in the nation's 62 reporters and editors of 320 newspapers for the first phase of audio and video training. The end of December, the child reported the number of video news Web site from more than 6,000 on up to 550,000 articles. The group said that their employees not only in the newspaper, but also for the site, a variety of handheld mobile devices and other platforms to gather news and information. Reporters carry cameras, camcorders and laptop computers and use wireless Internet to news reports, which reports through specific practices to sum up the new multimedia news reporting techniques. These experiences are worthy of our newspaper reference.
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