Paper media, how to make the readers Querfufan?
Electronic reading popular with young people. CFP
■ each of the emergence of new media, would give rise to concerns about the fate of the paper media, particularly the Internet age.
■ paper media or digital media, its success to attract readers, and ultimately have to rely on the product speech.
■ seize the opportunities of technological change, and the depth of integration with the network, is paper media deal with the challenges of the inevitable choice.
Mankind will inevitably move towards efficient information network era. When more and more people to invest in the line of sight from the traditional paper media network, the debate also began to be heard on paper media will exist in what form - as a transmission medium, paper media under the impact of the network and had to retreat out in the cold by the readers even Forgotten? Or by means of the technological revolution in the electronic wave regain vitality? - Before Huazhong University of Science and Technology journalism student enrollment Jin Mengya such thinking and discussion, the University's first class - it has also become the final questioning of this era of the fate of the paper media.
1 paper media winter really come?
"To the end of the first quarter of 2043, the readers of the Daily attributed to zero - University of North Carolina professor Philip Meyer, in his book" The Vanishing Newspaper "the fate of the newspaper's case forecast. He even disappears the the time accurately freeze: "to one day in the spring of 2043, the last one newspaper in the United States will be thrown into the trash."
When the digital network in the late 20th century as a new medium is increasingly familiar, paper media to be finished. "Sound is increasingly high. In 2010, the New York Times announced that the future will stop publishing a printed version of the newspaper, the main push online edition of newspaper subscriptions business. Prior to the United States has 140 years of history "Seattle Post-Intelligencer," has announced the termination of the release of the printed version of the newspaper, and to complete online edition.
On the one hand, the increasingly developed material and technical means great potential for the development of digital media; On the other hand, with the growing competition of media, including newspapers, periodicals and books, including traditional media began to face serious challenges. This trend is also passed to China, there is no shortage of people in the industry to make paper media is about to enter the "winter" judgment according to various phenomena.
One of the basis is the amount of issue: 2008, China's newspaper total print volume declined for the first time; 2009 continued the downward trend, a decrease of 6.78% over the previous year; 2010 began to twist negative is positive. Expert analysis of the emerging digital media inevitably attract a large number of users at an early stage, after a fresh audience there will be a re-comparison and selection process.
The basis of the rise of electronic reading. Whether professes to be "the end of the Paperless not book history" book, or handheld computers to create a "the rolls of the books thirty-two light" to subvert the traditional way of reading. Advances in technology allow electronic reading may replace paper printing.
The basis of the loss of paper media readers. The data show that as of the end of June this year, the number of Internet users in China reached 538 million people, including young people aged 18 to 30 penetration rate of 98%, has become saturated. About 30 years later, in 2040, the age of the users groups is 48 to 60 years, covering the society the right to speak and the purchasing power of most mainstream crowd. They are younger than their generation grew up in the network environment, media contact preferences must be read online.
The basis is the cost of four. Compared with the new media, the high cost of newsprint and printing equipment based on press. According to statistics, more than 1 million copies of our newspaper India amount to increase to 300 million in expenses. Most newspapers rely on advertising revenue to cover advertising costs and are highly vulnerable to the impact of the economic situation.
The current paper media by the challenge is indeed very serious, the degree of different paper media types Affected also different "" Reader "magazine editor Beverly year, told reporters said, timeliness and level of impact is proportional to, the stronger the timeliness, level of impact greater. "In contrast, the largest newspaper affected, followed by journals and books."
However, the winter has come to this judge whether the paper media?
"Extinction of the paper media is not only today. Radio 1895, the advent of television in 1926, the emergence of each new medium, have aroused concerns about the fate of the paper media, however, today's paper media is not dead, the paper-based Read vitality is very powerful. should not conclude judge paper media will round the electronic wave fell into decline Associate Dean of the School of Journalism and Communication, Peking University Cheng Manli, the emergence of new media generally does not instantly give the original a medium to bring disruptive change, but in the long-term coexistence, competitive growth, merging development.
In fact, questioned and oppositions same paper media "winter 'hanging by a thread. News Corp chairman Rupert Murdoch said that he believes that newspapers will reach a new height in the 21st century: "Although no longer will today be thrown that way on the doorstep, but it slammed landing muffled bang, issue long echo in our society and around the world. "
Chinese industry and academia on paper media Extinction "mostly skepticism toward. Department of Journalism of Renmin University of China Professor Yu Guoming: Network is a new media, and more advanced However, even state-of-the-art, nor will the newspaper completely swallow up. "
2 imagine using the iPad to read the classics "
When the industry is still often argue that newspapers face of the impact of new media will be in decline, the famous investor Warren Buffett this year to spend $ 142 million acquisition of 63 local newspapers. Analysis of the industry, Buffett surface in to buy a newspaper, but in reality the investment channels of the dissemination of information in the investment media.
The inconvenience search, inconvenience read, long delivery times, high cost, and not environmentally friendly, and so became the paper media impugned reason. However, the paper media will really become a party discarded by consumers?
A science and technology workers described the benefits of paper media: "It makes one feel a kind of enjoyment, quiet and comfortable." Reading culture, thousands of years of tradition down the reader and mobile phones are difficult to replace. "Screen reader reading compared to digital publishing products, paper reading process has a barrier-free, no interference, no consumption, no noise, no radiation on the body, protect eyesight relative absolute advantage."
Imagine Tolstoy's masterpiece iPad read it? "Paper media supporters to issue such questioning. In their hearts to a wide world of e-readers and the vast amounts of information easily people kick the tires, and therefore only suitable for fast-paced, shallow reading; while the type is undoubtedly more profound, more rigorous, more engaging, but also more conducive to reasoning and reasoning, "A lot of human thoughts and feelings only paper media can carry."
Reading distinction perhaps this generation: easy to carry, easy collection and longer than the depth of coverage of traditional paper media with the large amount of information, rapid response, sound and picture-in-one electronic reading our respective strengths, the exhibition director.
"The media industry is information collected further community spread. Fact, whether it is in the newspaper, on television or on the iPad to spread the message, not the most important issue, these are just channels, the most critical content. "-" content is king "has become a consensus of the industry to judge the media core competitiveness.
"Whether it is paper media or digital media, its ability to successfully attract readers, will eventually be standard speech by product, especially news and media reported that the depth and breadth of its inherent professional, authoritative, in-depth characteristics which are powerful advantages networked media which is difficult to replace. reliable is its unique depth reports and exclusive coverage of the New York Times and legendary. "in the" China Enterprise News "total to edit Kum, paper media reform in recent years have increased component of comments and the depth reports, it is to strengthen the performance of its advantages.
Lee Kum said the traditional paper media accumulation a rigorous specification written editing system and a number of high-quality, high-level professional team, has a good reputation in the community, in terms of authority, influence, academic quality network media are behind in the dust.
"From a historical point of view, after the emergence of new communication technologies, so far does not have a new medium entirely replace the old media. Regardless of what the media to present the core of journalism or do the content." Journalism, Tsinghua University, vice president Chen Changfeng , told reporters that "eventually, perhaps dead paper, live reported. since 2009, the newspaper obtained the freshmen that this truth." Newspaper Association of America this year, statistics showed that 74 percent of Internet users rely on local newspapers as the main source of news and information media.
Events that occur every day, who is going to tell? Fragmentation of information who is going to verify? "Cheng Manli that the audience demand access to information will not die, and the information society requires the presence of the media. The nature of paper media did not change, but the importance to improve the forms of communication and presentation no longer rely solely on a piece of paper, but a more diversified and become more digitized.