In today's digital age of the Internet, the traditional newspaper media will definitely decline gradually with the development of the times, so how those traditional paper media survive or transform has become a problem. On October 12, 2016, "Southern Metropolis Daily" made a high-profile voice through the WeChat public account, refuting the "paper media winter" view, and also proved that its advertising turnover on September 30 was 30 million, it seems to be determined that "print media has death" rumor. The Xunbao outdoor media advertising machine is aimed at the industry outlet, and the integration of "video content" production is very low-key compared to southern newspapers.
Where should the survival status of the paper media burst? Bankruptcy, transformation and integration, or development against the trend, what kind of survival status is the paper media in today? a discussion.
Current Situation of Paper Media
The profit model of newspapers is generally the paid reading and advertising income of readers. Moreover, the advertising of enterprises or individuals is also based on the reading volume of newspapers.
Let's first look at a set of data. According to the China Report Online, in the first half of 2015, print media advertising dropped the most compared to other industries. According to market research, the global sales of new media advertising machines this year have become an upward trend, indicating that in this industry, print media and new media Compared with advertising machines, its advertising value will be self-evident!
Media platforms perform well
According to reports, the 2015 Press and Publication Industry Analysis Report released by the State Administration of Press, Publication, Radio, Film and Television showed that the operating income of national newspaper publishing decreased by 10.3 percent , and the total profit decreased by 53.2 percent . Profits came in losses. Under the situation that the entire newspaper industry is declining, it has brought dawn to the new media advertising machine!
The decline of tradition is also reflected in the rise of new media in contrast. The performance of new media advertising machines is not bad, whether it is in municipal, shopping malls, subways, etc., it has shown a strong attraction. Of course, this is also the change of the advertising industry brought about by the increase of people's outdoor activities, and it is also the trend of urbanization construction. developing!
In short, with the development of the times, newspapers cannot escape the fate of aging and death. Those new media advertising machines that follow the trend must also follow the migration of media platforms in order to allow the content to be fully distributed and disseminated. In addition to "content is king", it is necessary to innovate the production and production methods of content with Internet thinking, in order to become more and more brilliant on the road of transformation and upgrading of traditional media.
