Integration and reconstruction: the digital age newspapers survive - the press, the digital age - Printing industry

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Just a few years time, the scale of the digital publishing industry has far exceeded the size of traditional book publishing industry. Dissemination of digital publishing has become a vibrant field of business and industry set integrates the functions of force. By the end of September, China





Publishing Industry Development Advisory Centre for Science Research Institute conducted the first digital publishing editor advanced training courses, the number of the challenges and opportunities for future development.
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Who moved the cheese of traditional media


2005, the Capitol when the President Wu Haimin newspaper published an article entitled "Media changing situation: the newspaper's cake reduced?? Newspaper Beijing Times, the future trends and strategic choice," the article, the first in the country throw out of the press "inflection point theory", the view of many in the country immediately aroused the concern of the industry and discussion.





In the training class, some experts said, a few years ago, many people think that no film camera seems to be impossible, but the instant film has already become history, being new technology, instead of being digital. "Mr. Wu Haimin's point of view though mentioning relatively sharp, but he indicated that China's paper-based publishing industry a big trend. In particular, some new technologies, such as Web2.0, its application is the blog, RSS, Focus Label , Provided information for the individual production, accumulation, sharing, dissemination of the independent space, the formation of personal information Management Self-media. With this, we read the media release approaches and ways to create a revolutionary change. Since the media is actually the initiative to disseminate information back to the general public, many individuals can be relatively free to self-publish the information for most people, truly realized by the audience as the center of such a starting point. "





According to the National Reading the Sixth National survey: in 2008, including online, phone reading, reading and other handheld digital media reader started reading popular types of digital media adult reading rate of 24.5%. Of 2.8% of adults around the country to read all kinds of digital media not only to read a paper book. Among these Network Online ranked first, the ratio of 15.7%. Ratio of 12.7% mobile phone to read. PDA, MP4, Electronic Dictionary of reading compared to 4.2%. 3.3% of reading CD-ROM, as well as 1% of reading through other handheld electronic devices such as digital way to read. Can be seen, the Chinese way of reading has undergone tremendous changes.





In fact not only China, the international community as well. According to the United States in 2007 on the audience of all ages the average time per week using the media survey, young and old habits inversely proportional to the age of 18 to 27 years old, time reading newspapers per week was 1.2 hours, the time at home 10.9 hours, 9 hours of non-domestic Internet access, while the opposite over the age of 63, a week's time is 5.1 hours reading newspapers, Internet time dropped to 8.6 hours. Not hard to imagine, too few years later, when the young into old age, when the reading habits will change completely paper-based newspaper market will be further compressed.





Birth to new opportunities for the media process reengineering


2008 Yantai Daily Media Group launched a newspaper media convergence technology platform, the first full media information center set up, when the domestic response is not too much. One year later, party secretary of Yantai Daily Media Group, publisher and editor in chief Zheng Qiang at the meeting about their operation in all aspects of media to explore and practice experience.





Zheng Qiang, said traditional media by the relatively large impact of new media, new media forms, new techniques and new media communication channels than the so-called patent. Traditional media and new media can also be integrated. Previous years has been the traditional media and new media themselves against each other, there is only competition between the two. Transformation of traditional media, in fact or in part can be transformed into new media. He also stressed that no matter how the channel and the terminal, the content is still king, good works should not only be able to move the audience, readers of visual and auditory, but also to impress the audience's mind and heart.