The Development Trend of The Global Media Industry

Many people say that because of the impact of the Internet, the traditional media has declined. But from the current situation, the digital platform is not everyone imagined so smooth sailing. For example, in 2015, more than 10 million US dollars financing Internet news site Mashable, announced in 2016 to layoffs; Facebook algorithm has also been a lot of journalists practitioners accused. So in 2017, the media industry will face what development and challenges? Not long ago, the UK's largest news agency, Reuters released a "2017 global media industry ten trends" annual report. We selected four of them, to give you a quote.

The first trend is: digital media will explore more sustainable business model, the original "pay wall" model will become a "membership fee" model. "Pay wall" is from 2009 onwards, many newspaper sites on the online content of the paid reading mode, like the "New York Times", "Wall Street Journal", "Guardian" and so set up a pay wall. But the report found that almost all the media now feel that finding new sources of digital revenue is very important. Many have now practiced digital media, intending to pay more attention in 2017 to allow readers to pay directly, and charge membership fees. For example, last year the British "Guardian" began to invest a lot of manpower, material resources to reposition their own business strategy. This year, the Guardian will increase revenue by expanding the size of the world's membership. "The Wall Street Journal" also said that their main development strategy is a membership fee system.

The report argues that news organizations need to rethink future survival problems from three aspects, the first is how to get income from existing consumers; the second is how to win more new users like their own news content; Three is to find ways to explore new ways of service and profit channels.

The second trend is: the media user's data, will be the digital media era of gold. We know that in the era of large data, is the data in the world. The commercial battlefield is like this, the media industry is also similar. Many media have 2017 as their "data of the year." The report shows that in order to build a more stable user base, media organizations are racking their brains to think, how can those who only browse the pages of the people into a loyal user. They are now using the method there are so few, such as the collection of data for user segmentation, do content recommendations, strengthen the user registration and login behavior.

This sounds, in fact, practice with the algorithm almost, through the data monitoring user behavior habits and preferences, and then develop personalized recommendations. Only understand the user, the media business can be like Facebook to provide personalized user experience, and ultimately into the actual income. For example, in the summer, the BBC BBC will implement the BBC iPlayer mandatory landing measures, through the user's registration pre-landing, it will automatically identify the needs of users to stimulate users to join members and subscribe to content.

The third trend is that news robots have been able to complete part of the work independently, the future news practitioners may face unemployment. We know that robots have now replaced manpower in many high-repeat, low-difficulty tools. The report said that artificial intelligence will not let journalists all laid off, but for journalists and media companies, they can use technology faster and better to provide content. For example, the report mentions that artificial intelligence has been able to independently produce a large number of basic financial news. There is also an intelligent content management system that creates the news that best draws the user's attention and packages the content according to the different platforms. An Israeli news video company, mentioned in the report, can use the artificial intelligence technology and the natural language program to automatically generate video based on news from news organizations such as Reuters.

The fourth trend is that professional news organizations and Facebook will be the same platform, will begin to invest a lot of energy in the network video. In the past few years, we have seen the explosive growth trend of online video, the report said that this trend and the mobile phone HD camera, faster and faster speed, as well as create and edit video of the various tools is not Open Instagram, Snapchat these social platforms, have put the video content on the core of the business strategy. The report predicts that this trend will spread to professional news agencies, they can also enjoy the dividend brought about by the development of the video. But the report also said that now the online video profit model is not yet clear, there is a large part of the video media is not very good to attract users, so the risk of investment video is still relatively large.

The Opportunity of Lifestyle Media

Zhang Ji Xue is the founder of the trendy media group. The trendy media group is the main "Internet + media" community media flow platform, has grown to become the largest private media enterprises in Sichuan. Recently, Zhang Jixue accepted the news news studio interview, sharing his current business situation observation and thinking. I'll give you a quote.

First of all, the main business of the trendy media group, is the middle school community life circle media, mainly in the elevator to install the TV, to attract traffic, for customers to advertise. Customers with their development of the App, can quickly find the relevant residential quarters, see the residence of the occupancy, as well as a unit of the elevator in the broadcast of what advertising. If you want to buy a place to play advertising, you can use this App order to buy. Trendy media back to the customer to provide a simple advertising template, the customer to fill in their own content, after the audit can be released directly.

Hear here, you may ask, in the field of life media, Focus Media has done a lot, other entrepreneurial companies have a chance? Zhang Ji said that he believes that the industry still have the opportunity. He divided the business into two modes, one called the bit of entrepreneurial law, the other called the atomic business rules.

Bit entrepreneurial law is based on the virtual Internet business, that is, we often say that the "Internet +" platform model. This model once the success is 100 billion, trillion level. However, the bit of entrepreneurial law is also very cruel, because it is virtual, so there is no time and geographical concept, talking about the winner take-all and joint effect. Market share to follow the principle of 721, the boss accounted for 70%, the second accounted for 20%, the youngest after a total of 10%. Like drops and excellent step up after the other taxi software is not good to do.

The second kind of entrepreneurial law is called the law of atomic business, it is based on physical or geographical location, is the real economy business, called "+ Internet". This business model is not more to become a platform, but to become a brand. This business is not zero and effect, but the twenty-eight principle, that is, 20% of the outstanding enterprises to cover 80% of the country's users, every market segment, each subdivision area will be beneficial.

Moreover, from the history of the development of the world economy for hundreds of years, any economic competition, the end result is duopoly, or three oligarchs monopoly. For example, there are BMW Mercedes-Benz, there are Adidas Nike. Even if it is the same enterprise two products to form a monopoly, but also Duopoly, such as social areas of QQ and WeChat. Elevator media in this field there is no duopoly, no second child, there are vacancies on the market. Zhang Ji school that the second year of entrepreneurship is also very good positioning. Moreover, the field of entrepreneurship to follow the rules of atomic business, is based on the geopolitical, resource-based projects. Therefore, this area in principle there will be a framework of the boss, the boss of the video, and even the boss of Beijing, Chengdu boss, and even may have more market segments, sub-regional boss. Therefore, this industry will have several or even more than a dozen enterprises exist, will live very well.

How did the oligarchs form? It is said that each industry has three bonus periods. The first dividend period called the outlet bonus period, that is, who do who make money blue ocean market. The second bonus period is the technical bonus period, when the participants have a lot, has entered the Red Sea market, and if your product has its own characteristics, technological innovation, and recognized by consumers, will be a very good development. Such as Apple, Huawei is the technology bonus period of the enterprise. And the Red Sea market will continue to develop into more brutal competition, called the sea of ​​blood, then the corresponding third dividend period is the management of the dividend period. Management of the dividend period pay attention to cost and efficiency, you can do with a hundred dollars of things, eighty dollars can be dry, but also to make money. You have two years of doing things, people can do a year, but also better than you do Management of the dividend period of the representative business is Foxconn and Laoganma. Old dry mother is the price higher than it does not sell, lower than it's a loss, it can be said to do the management of the limit. Management bonus is characterized by monopoly, the formation of duopoly or three oligarchs, to obtain market dividends. When the three bonus period, the industry will come back, the industry will re-run, as a result of this cycle.