What innovations should traditional media make in the new media era?

I. Preface From the current point of view, regardless of whether the traditional media admit it or not, the market share of the traditional media has gradually decreased, and it is likely to be replaced by new media. In order to gain a firm foothold in the current media market, we must take corresponding measures to change the status quo. Next, by analyzing the current situation of new media, we put forward corresponding solutions.

2. The status quo of new media Most new media are developed by the Internet and relying on high technology. Through the Internet, these media can publish news and related news like traditional media. After years of development, Internet technology has been gradually improved, and the information through the Internet can spread all over the world in a short time. And with the development of science and technology, many functions of the Internet have been continuously explored. In daily life, the spread speed and content of new media based on the Internet have greatly surpassed that of traditional media, and it has commercial function, communication function and communication function.

According to relevant data, in the first quarter of 2009 alone, a number of new netizens flooded into this land, making the number of Internet users in China reach an astonishing 3,654,380+0.6 million. The increase of these people is, to some extent, a reflection of the wide application of the Internet in daily life. The new media make use of the convenience, rapidity and wide audience of the Internet, make up for the lack of speed of the traditional media, and win many new readers. The development of online media in foreign countries is faster than that in China. 1995 after the opening of domestic public internet, the development of domestic new media is not to be outdone. At the beginning of 1995, it was the first to spread through the internet in China.

China Scholar, a media magazine, took the lead in publishing an electronic version on the Internet. After 1996, the process of internet commercialization has been accelerating, and the development momentum of new media is also very strong this year, and all aspects are gradually improving.

People can use the Internet to send and receive e-mails, make friends online, or trade stocks and auction. And they have low requirements for activity space and time. New media have developed well by taking advantage of these advantages. The Internet has a wide audience and can maximize the benefits of information dissemination. From the appearance of new media to 2000, various media forms were bred: online news media, portal websites and electronic newspapers. These new media are developing vigorously and gradually become the main body of the media.

Three.

The main countermeasures The rapid development of new media has its reasons, and as a traditional media, it also has its unique benefits. In order to make up for the shortcomings of traditional media and compete with new media, the author puts forward several countermeasures to deal with traditional media. 1. The networking of print content is the sunrise of new media on the one hand and the dusk of traditional media on the other. The competitive factor between old and new media is mainly the speed of communication.

The speed of new media's communication by Internet is much faster than that of traditional media, so the first thing that traditional media should do to compete with new media is to use the Internet as soon as possible to make up for its lack of communication speed.

There are two main ways to do this: access to new media and web-to-print content. Most traditional media know business operations, so basically all traditional media on the market have their own online products. In essence, the online version of the product does not play the role of undertaking commercial functions, nor can it be profitable, but only supplements the shortcomings of traditional media products to some extent. Generally speaking, these online products are just a value-added service attached to advertisers, and advertising in traditional media is far from enough.

However, there is no doubt that the introduction of online products has expanded the brand influence of traditional media. In essence, we should also be clear that most of these readers are brought about by the popularity of traditional media. Traditional media can't concentrate all their energy on the online version, because if the free online version makes readers depend on it, the income of traditional media through distribution will eventually be greatly reduced.

The spread speed of online version has increased, but it has not accelerated the production of content. On the contrary, other networks reprint these contents with greater speed and enthusiasm. The network is just a platform for reading and searching.

Relevant data show that in the past six months, due to the release of online publications, the average daily circulation of American newspapers has decreased by 2. 1%. The decrease in newspaper sales has led to a serious decline in newspaper profits. Therefore, there are many problems when the flat content is networked. At present, there are many solutions, the most important point is to charge for the online version of the product, so as to achieve the effect of both online and offline benefits.

2. Embrace social media The so-called embrace of social media does not mean that you want to be a social media platform, but strive to make your products enter the social media platform in the shortest time. This is essentially to improve the influence of the product. Since the appearance of Weibo, many products have been publicized through Weibo and achieved good results. One of the most famous examples, Entrepreneur magazine has gained great influence in the field of venture capital by using Weibo.

This influence can be said to be very strong. A few days ago, under these influences, magazine editors launched a "collective subscription" activity in Weibo. In just a few days, the total subscription volume reached 5000 sets, and the results were remarkable. It can be seen that these measures have won the market for products and maximized the interests of the company. Therefore, a very important way to carry out marketing activities is to use WeChat and Weibo to promote, improve their influence and do a good job in social media operation. 3. Use content.

If a media product wants to survive in the competition, the most important thing is not the means of communication, but whether the product attracts readers in content, which is always the core competitiveness of the media. Therefore, the media should persist in innovation and reform in content, so as to improve their competitiveness and shape their advantages over new media.

Efforts in content can mainly be made in the following aspects: First, originality opposes the arbitrariness of new media reprinting. The new media relies on the network to spread, and the content is mainly provided by the traditional media, but on the basis of the traditional media, it speeds up the spread and increases the functions of interaction. In terms of content, the new media is still not satisfactory in interview and news release.

On the contrary, in this respect, traditional media has a relatively mature and powerful ability to provide a large number of original content. In other words, in terms of original content, compared with traditional media, new media has a considerable gap. Moreover, traditional media can process these contents, that is, beautify them by various means to form unique news products, which are difficult for new media to copy and reprint.

This has also become the unique advantage of traditional media. Second, fight against the timeliness of new media with depth. Different from new media, traditional media is far superior to new media in information depth. Because the release cycle of traditional media is short, it can be more in-depth and detailed in information processing. The release cycle of new media is generally short, although more news can be presented in a period of time.

But these contents are shallow processing and have many shortcomings. Although the speed is much faster than traditional media, it is still inferior to the most important content. Traditional media can analyze and investigate the background and aspects of news in detail, which are advantages that new media do not have. So the depth of information can be another advantage of traditional media, and insisting on the depth of content can make traditional media more competitive. Third, improve the credibility and authority of authority. The characteristics of new media determine that it is the same as the network.

They are all virtual and lack credibility and authority. Because the network is mixed, all kinds of false information are full of real information. Nowadays, with the development of the network, it is easier for individuals to publish information, and all kinds of false information appear more frequently. The traditional media is more rigorous in publishing information. In the long-term development, it has a relatively perfect publishing mechanism, filtering out a lot of false and inferior information. Therefore, many readers are more willing to believe the information released by traditional media and are skeptical about the news of new media when they want to get the progress of important news.

The authority of traditional media has formed an irreplaceable position in readers' minds. Therefore, traditional media should insist on the authenticity of information and ensure strong credibility and authority in readers' minds, which is also a key factor in the competition with new media. 4. The integration of traditional media and new media in today's rapid development of mobile technology, network and television. Traditional media are facing new challenges and opportunities while being impacted. It is also a good local law to combine traditional media with new media to learn from each other's strengths.

Traditional media has credibility and authority that new media can't replace.

And it is the main provider of new media information, and the disappearance of traditional media will also cause an irreversible blow to new media. So in today's situation, it is a good choice to adopt two integration and complementarity. The People's Daily's move is a good example. He opened a Weibo and a blog for journalists. When there is important news, the reporter sends dozens of short messages first, and the People's Daily processes them after receiving them, and sends out hundreds of words of news. On the second day of the incident, thousands of words can be seen in the newspaper. The combination of old and new media can make up for their respective shortcomings.

Received very good results. This is the necessity of today's times. Four. Conclusion.

From this point of view, if traditional media want to win in the rapidly developing new media, they must start from the aspects of communication speed, content and influence, strive to do well in these aspects and seek development opportunities. As an example of traditional media, movies and radio stations firmly occupy their own positions. The emergence of new media has not impacted them, because they all have room to influence the audience and have their own irreplaceable characteristics. They can only be further changed with the development of new media, and cannot be replaced. We also have reason to believe that it is impossible for mobile phones to completely replace computers. At least the traditional media has capital and reputation, and with the advantages of new media, it can also make great progress.

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