China's newspaper industry relative to the Japanese, both start and development are relatively backward, but experience, if the teacher, today's Chinese newspaper began to face similar difficulties, Chinese newspapers began to rethink their own development.
In the early 1990 s, after the golden age of thirty years and rapid growth, is recognized as the newspaper big Japanese newspapers began to appear.At a time when China's newspaper industry is in a boom, newspaper advertising business revenue growth in China, the newspaper types continue to increase, the newspaper industry scale expands unceasingly, and formed many newspaper group, it has to do with the 70 s and 80 s development of Japanese newspapers are very similar.
Domestically, China's newspaper industry faced with multiple difficulties
Japan began in the early 1980 s, the phenomenon of the reader away from the newspaper.Due to China's economic development and national culture education level and Japan far, fast development of the newspaper industry development in this period of time, although some of the problems in the early 90 s have also been highlighted, but only at the beginning of the 21st century, Chinese newspapers began to appear negative growth, real incomes dropped sharply, China began to seriously.Since 2001, as the main source of the advertising business is business income amount while still maintained a growth, but growth present the downward trend year by year, in 2005 and 2006, but also decreased significantly.For advertising as the main source of income of China's newspaper industry, the newspaper industry crisis is obvious, thus appeared the "newspaper arrival inflection point".
The 2008 economic crisis is not only the global economy, China's traditional newspaper industry is a line of life and death.
The plight of the development of Japanese newspapers will mainly includes four aspects: first, the young and older single readership of newspapers, second, the impact of the economic contraction will make newspapers face directly, third, the threat from the Internet, the fourth, when people's common sense to change, as a common sense of newspaper will face a crisis.Most of the trouble also happen in the development of China's newspaper industry, but in China, the competition between the newspaper itself also creates newspaper survival pressure.
Overall, the current China's newspaper industry on the one hand, a hit from the outside, also have come from internal pressure.
(1) the development of new media and impact
With the mature development of Internet, mobile phones, TV and other media, the advertising industry focus to spread the advent of the era, advertisers more and take a fancy to these emerging media "their" and "effective", the traditional newspaper is a kind of "the dissemination" because it is over, so loss of advertisers.And falling as the amount of reading Chinese books and newspapers generally, young people away from the traditional newspaper, large capacity and timeliness of network media, as well as the emergence of weibo, blog, etc from media and conforms to modern consumption, eager to the interaction point of view, thus more and more people begin to online media.With declining newspaper subscriptions, and advertisers have more rapidly away from the traditional newspaper.Huge loss of audience and the advertising market is the heaviest blow to the traditional newspaper.
(2) the homogeneity competition between newspapers
Chinese people like to watch and follow, this is a nation of habit, industry also is such.With the rapid development of China's newspaper industry, the newspaper kinds of rapidly growing, newspapers have increasingly severe homogeneity.Content and business mode of "homogeneity" will inevitably lead to each other alternative enhancement, individual media selected probability.So media started by price war and end-users to enhance their competitiveness, the homogeneity leads to vicious competition begins.Price competition has led many media operating profits began to reduce, or even negative.A Japanese newspaper can guarantee the production costs, while Chinese newspapers in the big price war from the start, a newspaper the lowest only a few cents, far below the cost price, so the more circulation means more losses.No circulation, no advertising, however, this vicious circle will pull in the media itself.
Reform opportunity, Japanese newspapers development model of ancient bronze mirror
Ten years, enough to let the Japanese newspapers get a break, rethink, out of the woods.Now, Japan has already started to adjust the newspaper industry development direction, efforts to make the traditional media to glow the new vitality.Exploring the media age in the new period, the traditional newspaper industry how to on the right track, regain former information leading position, many development pattern of Japanese newspapers are worth China learning and using for reference.
(3) adhere to brand strategy, to establish the authority of the newspaper
The future for the development of newspaper industry is both print and media network, it doesn't matter, the key is to use time created out of the news media newspaper strengths into full play.Strength is information, newspaper is the content.On the basis of the traditional and credit newspapers do their best to collect information is the largest wealth.
In the informationization and globalization today, the traditional media to break through in trouble, must play to its own advantage.Internet media although timeliness and capacity is better than traditional newspapers, but good and evil people mixed up various content, true and false not bian, therefore the brand and authority is still the biggest advantage of newspaper.China's newspaper industry should always adhere to the responsible for the people, responsible for society, ensure the news is true, content is king, occupation information authority of highland, always in the public mind to establish the authority of the social public and the information of the brand image.Give full play to the newspaper's credibility and brand influence, the newspaper new community back to life again.
(4) the paper strength, completes the depth report
In the industry to be said that compared with the Internet and other media, traditional media in the past hundred years of development, production process, the team accomplishment or on access to information than the media such as more professional and more mature, so high quality print conveys information is that they can't compare.However, copy and transfer is one of the characteristics of network media, in such information in a wide range of Marine, traditional media how to make full use of their own high quality information, achieve the height of the network media cannot do?
The traditional print media should strengthen investigative, depth of coverage.Such reports need professional skills and ability to show of news fact and the mining, network media due to the lack of news interview, news specialization degree not higher factors limit, therefore, in this kind of news products production capacity, compared with the traditional print media, is much less.Newspapers should foster strengths and circumvent weaknesses, therefore, the in-depth reports, provide more background, in-depth analysis and forward-looking, do a good job in the news behind the news, the news after the news.
(5) pay attention to the reader experience, create characteristic newspapers
Japan has a very perfect distribution system, and also attaches great importance to emotional communication with readers.Basic every national papers established BaoYou club, provide all kinds of preferential services to subscribers.And between BaoYou carry out various cultural and social activities, in activities to strengthen the relationship between BaoYou at the same time, also carried on the communication with readers, increase the brand loyalty of readers of the paper.And the pattern of the unity of periodical subscription take emailed China, although there is a door to door service for family, but timeliness or slightly less than experience.Thus, to obtain high circulation, should strengthen the interaction between readers and newspapers, close the distance with readers, increase the affinity of the newspaper.Try to be a real audience for the reader.
In Japan on the newspaper market, national newspaper accounts for more than half of total distribution, the dominant position.And China's so-called national newspaper is usually central other various organ, such as the People's Daily, China youth daily, "reference news", the financial times, about 17% of the national newspaper circulation.China has a population of 1.3 billion, the success of national newspapers will mean circulation advantage.But different in China and Japan, Japan is an island country and single nation, they in the same geography and lifestyle, so on the coverage they have similar reading habits;China's geographical features and national habits are very different, Chinese newspapers must fully consider various factors when doing national papers.Do audience segment, therefore, the characteristics of small newspapers is a breakthrough of development of the traditional newspaper industry.
(6) pay attention to information resource, the establishment of information database
Any newspaper after many years of accumulation of work is bound to have information resources, a lot of information at the time were filtered out directly, and not released, but later it seems that some of this information may become precious historical data.After realized newspaper owned by the information resources, people began to think about how to use information services to win the profits.Many sites are now begin to attach importance to this aspect of the business, and for some models, such as newspaper reports to establish database.
Japanese newspaper database service mode when a few days after news do the most successful.The nikkei digital media have 30 years of history, is a comprehensive database, it is an entity, can download and implement retrieval."Japanese economic news" long ago began to construct the database operations, from the 1970 s to now, already has two hundred and thirty years of database information.Sales per year up to 30 billion yen.Chinese newspapers have also in developing electronic newspapers, however, it is not just a simple paper intact from the reality of online, at the same time in the development of e-paper, also should pay more attention to their own information resources, make full use of it, into the new profit model.
(7) to carry out the three-dimensional management, make the whole media era
Since 2001, the Japanese newspapers mainly sales revenue, followed by advertising revenue.But as said earlier, in China the price of newspaper and printing costs serious upside down, or even need advertising revenue subsidy distribution losses, but the Chinese people have become accustomed to low price level, in all kinds of media competitive today, if you don't consider to improve the state of the newspaper price, will directly lead to sharp decline in circulation.Therefore, China's newspaper industry must expand income channel, develop the related cultural economy industry.
Japanese newspapers have started looking for find running a business.At the end of 2008, asahi news agency with the well-known enterprises of tourism as a joint venture company, to strengthen cooperation in the field of tourism and cultural undertakings;In June 2009, asahi news service and cooperate with KDDI TV asahi, in the face of mobile phone users to provide new information service.
Chinese newspapers have to subvert the traditional, quickly follow up with the latest technology, media field to build in the true sense "entire media" industrial chain.Newspaper should make full use of their own information network and integrate resources effectively, to think globally new horizon, gathering information resources sharing platform.In addition, China's newspaper industry would like to view from information released to expand to the cultural industry, vigorously develop the related cultural industry, increasing operating income, and then take money as support, expand the scale of his inheritance, extends to the society all kinds of related industries, such as tourism, construction, real estate industry, manufacturing industry, such as GongKuangYe, eventually formed a large group of network, to maintain and develop the traditional newspaper industry.
(Gold Printing Group) |
