In May 2005, Seoul. The opening ceremony of the 58th World Press Conference and the 12th World Editors' Forum. On the big screen, an open bottle of champagne is reflected. In the warm applause, more than 1350 participants from various "tribes" in the global village "co-drinking" printed the "birthday wine" of the 400th birthday of the newspaper-the publication of the German "Publisher" in 1605. The printed newspaper has been a storm. , Walked through 400 spring and autumn!
At this historic moment of significance, Gold Finkbecker, leader of the global newspaper industry and chairman of ManRoland, read the birthday "congratulations" for the 400-year-old newspaper: "The 400th anniversary of Fenghua Zhengmao ——— The print media celebrates its 400th anniversary in 2005 and looks forward to the future together. â€
â— Data that is difficult to be optimistic
However, the "birthday wine" of the global newspaper "same drink" is inevitably mixed with a bit of bitterness: At this moment, the newspaper is facing the dilemma of the loss of a large number of young readers and the aging of existing readers. The average age of newspaper subscribers in most countries exceeds At the age of 40, many newspaper reporters began to worry about how long the newspaper would survive. The blogger Waldo Jaquith even believes that newspapers will die after 30 years, because after 30 years, the current "hard die" readers will all die. â‘
Although some alarmist, it is not groundless. Just at the 12th World Editing Forum, the "2005 Trends of Newspapers and Periodicals Editorial Department" was released, which disclosed such a set of figures -----
In the United States, only 17% of readers aged 18 to 24 believe that reading newspapers is important. Generational Media Study (GenerationalMedia Study) is an American online survey with 1,235 respondents. Across the United States, a sample survey was conducted of people in three age groups:
In the 35-54-year-old group, 38% of people said that reading newspapers is an important part of their daily lives. In the 18-24 year old group, only 17% think so.
In the 35-54 age group, all people love reading newspapers and believe in newspapers. In the 18-24 year old group, 50% of people believed in the news in the newspaper.
Interestingly, in the 18-24 year old group, 45% said that they first access the Internet when accessing domestic news (in the 35-54 year old group, only 29% do so); 58% Go online to see the weather forecast (in the 35-54 age group, 49% do so); 51% go online to watch sports news (in the 35-54 age group, 41% this way).
Of the 1,235 respondents, 97% believe that access to products and music information is as convenient or better as online and magazine reading; 83% said reading stories online is as good as reading newspapers; 67% Of people say that watching a short film online is as good as watching it on TV.
The survey also found that among the 18-54-year-old population, the top-ranked media are the Internet and TV, of which 45.6% preferred the Internet and 34.6% preferred the TV. The next media are books, accounting for 7.5%; radio stations, 3.2%; newspapers, 3.2%; video / DVD, 2.8%; video / computer games, 2.1%; magazines, 0.9%. Among the 18- to 24-year-old population, the Internet is the most popular media, with 50.5% preferred the Internet and 28.5% selected the TV.
There is no doubt that the Internet is more used to obtain information, and TV is used more for entertainment and leisure. 73% of respondents said that the Internet is an important part of their daily lives and help them understand what they are interested in; 65% of respondents said that the Internet provides them with useful product and service information. 86% of the respondents said that they watched TV purely for entertainment, and 65% of respondents thought that watching TV was an important way of leisure.
The situation in Italy gave the newspaper people a little confidence. The International Herald Tribune (IHT) surveyed some high school students in Italy and found that students needed more political coverage and more heavyweight news. 70% of the students surveyed believe that newspapers have gained them a lot of knowledge, and 66% said that "acquiring knowledge" inspired them to buy newspapers to read.
Editors of French newspapers are confused: 62% of young people (11 to 20 years old) do not believe the news they read! According to the reports of Mediametrie and CLEMI, 45% of young people watch TV; 30% read print media; 15% go online; 10% listen to radio stations.
Peter Grotz, who teaches at a Swiss university, said these two words: "Young people can easily live without a newspaper", "The number of readers willing to pay more to read the newspaper will be cut back". The media scholar believes that high-quality newspapers are facing difficulties, but the signs have not yet fully revealed. â‘¡
Due to the loss of young readers, many advertisers began to move away from printed newspapers to television and the Internet; after the advertising revenue of printed newspapers fell, subscription prices and retail prices had to rise. As a result, fewer and fewer readers are willing to pay more to read newspapers. Even if the newspapers that are trapped in a vicious circle run well, they may be unsustainable.
In order for newspapers to live for centuries, how to attract young readers has become an important "homework" that newspaper reporters in the world have to do.
â— Today's media "all living beings"
Thousands of worlds, vicissitudes and tremendous changes, today's spreading space is no longer the same as when the newspaper was born 400 years ago.
Mass media diversification
If the printed newspaper is the first generation of mass media, then radio and television can be regarded as the second generation. In the 1990s, the Internet became the third generation of mass media; in the 21st century, mobile news began to become popular in Japan, the Philippines, and other countries, and mass media also had the latest generation, the fourth generation.
Diversified social life
In some developed countries and regions of the world, people's lives are colorful today, and the lifestyles of young people are fashionable and avant-garde. They shop online, love self-help travel, and love pop music ... of course, their hands have never been stained by print media because they do n’t like reading newspapers. And more and more young people can easily live without a newspaper. They can get news through the radio, TV and Internet in the car.
The Washington Post organized six teams in September 2004 to investigate why newspapers have so much trouble attracting young people. The young people surveyed said that they did not want to subscribe to the post even if it was free, on the grounds that they did not like this old-fashioned newspaper being thrown into their houses. When young people go online, they browse the news in the same way as admiring items such as denim clothes in the window: click the title here, go to the blog there, watch a story over there ... until their information needs are met.
The disadvantages of traditional newspapers
Many young people believe that traditional newspapers are aging, expensive, too big, too slow and stiff. They want newspapers to be younger, cheaper, faster, simplified, practical, convenient and flexible.
The 26-year-old editor of the Washington Post, Bry an Ke efer, said that traditional mainstream media cannot provide what our generation wants. We need news, we need it now, and of course hate the way mainstream media adopts. We need complete facts, not "he said or she said", nor "latest progress", but "truth" ... People, especially young people, feel that they cannot get complete or The right facts. It is the Internet that has kept the media's credit.
Where can people know the truth? Unfortunately, they are nowhere to be found. Because in the traditional mainstream media, almost no one actually collects the truth of the facts effectively. When the traditional media began to know that more and more young people were staying away from them for this reason, they went their own way. â‘¢
Therefore, traditional media can no longer count on attracting young readers in an unchanging manner and content, and the change is no longer waiting.
â— How young people reach the media
A study conducted by a Readership Institute in the United States last year showed that readers over the age of 35 pay attention to features and service articles such as hard news, choreography, lifestyle stories, and "My Experience". Readers aged 18 to 24 like stories such as home, fitness, food, fashion, entertainment and science, as well as lifestyle stories. They are also interested in advertising. They are carefully selected when reading, less than half of them read Sunday newspapers, and less than one-third read weekly magazines.
Young readers love the new and dislike the old
The Internet has permanently changed the reading habits of young people. Young people no longer like to read printed newspapers in their hands, even if they are old.
A research center in Washington, DC, published a report saying that young people have moved away from traditional media, and they rarely get information from newspapers and local television. Instead, many young people under the age of 30 get the news they want from a variety of websites, including those operated by traditional media, such as CNN, New York Times (NewYorkTimes), and non-traditional media, such as AOL, Yahoo, etc.
Free newspapers have outstanding performance
Although many publishers have always doubted whether the free daily newspaper is a viable and profitable business model, no matter whether this suspicion is correct or not, no one denies the outstanding performance of the Metro Daily in attracting young readers. "Metro" claims to have more than 15 million readers worldwide, and the young readership it covers makes many publishers envious. Some free newspapers, such as "Red Eye" and "Express" in the United States, are affecting the relationship between newspapers and readers in cities, especially with young readers.
Online newspapers are on the rise
Readers of online newspapers are young, well-educated, and consume more online than ordinary Internet users. The American Press Association released a survey report last year, entitled "Strong Users in 2004: Online Newspaper Audiences in the Broadband World." The main points in this survey are as follows ---
The average age of online newspaper readers is 38 years old, while the average age of web page users is 45 years old;
44% of online newspaper readers are between 18 and 34 years old;
45% of newspaper website visitors have a college degree, and 45% of ordinary web page users also have a college degree;
88% of newspaper website readers have a fixed occupation, and 73% of people who visit all websites have a fixed occupation;
84% of people are recently studying whether to consume online;
82% have just consumed online.
Mobile media is popular
Let's imagine: if you are chatting with a funny guy or a pretty girl in a bar, the local newspaper will send an instant message to your mobile phone to tell you the latest Iraq war situation-does this feeling? Cool?
This is now possible in Boston. The free newspaper "Boston Phoenix" created this unusual project. For Phoenix and mobile phone operators, this has brought them income, because users receive 50 cents for each piece of information received, and at the same time collect valuable information about young readers, such as their postal number and age And what they crave.
The BBC has also opened a new mobile phone service project for children. Now users under the age of 25 enjoy mobile phone information services much longer than listening to music.
The Philippines is known as the "SMS Capital of the World", with 200 million SMS messages sent daily! The country ’s most-read newspaper, the Philippine Inquirer Daily, has developed a large number of mobile services to make full use of the country ’s 266 million mobile user resources.
Of course, in China, the number one populous country, mobile phone newspapers have also emerged.
â— Coping strategies of traditional newspapers
In order to adapt to future changes, newspapers must do two important things: keep their own brands; and deal with the large-scale challenges faced by print media. In addition, pass
Traditional newspapers must be sure that online readers are actually readers of online newspapers.
Learn from strengths and make up weaknesses
The Japanese newspaper group giant Asahi Shimbun launched the Asahi News website (asah ic om) 10 years ago. The current number of hits is 200 million times per month. The average age of readers is 30 to 40 years old, and it has become the most popular in Japan. News website.
Two years ago, "Asahi Shimbun" established the Internet Information Club (ClubZest) with the goal of attracting young people. Statistics show that less than 20% of Japanese college students read newspapers, and Japanese university graduates have difficulty finding jobs, so the club provides members with free employment information and opportunities. In a short time, the club members have grown to more than 10,000 people.
In October last year, Asahi Shimbun created a free social platform for readers, the Aspara Club, which aims to build a close readership. Anyone who is not a subscriber of Asahi Shimbun can join this club. The club provides members with unique information and stories free of charge; members of the family who suddenly become ill in the middle of the night can consult the doctor through the club ’s website; members can also receive various preferential services of the bank; Club members have the opportunity to participate; club members can also post their opinions on the club homepage. At present, the club has more than 400,000 members.
"Asahi Shimbun" has also developed a mobile news service for young people. Now there are 10 sites that provide news information to more than 1 million mobile website users 24 hours a day, and each user only needs to pay $ 1 to $ 3 per month.
Because of efforts in the fields of Internet, wireless communication, and multimedia, the current daily circulation of Asahi Shimbun is 8.3 million copies, which generated revenue of 4 billion US dollars last year.
Strive to meet the needs of young people
DainikJa gran (a daily newspaper in the northern city of India) is a daily newspaper with a large circulation in India. Now it has founded a small newspaper, JuniorJagran (Agra Youth Newspaper), which is a bi-weekly magazine published every Friday. The 16 editions are all printed in color and in two languages, two of which are in English, and are aimed at readers aged 13 to 20.
"India Times" (Th eHindustanTimes) founded "India Times Supplement" (HindustanTimesNext), an independent newspaper for teenagers. The 14 to 16 pages of the newspaper are divided into 3 parts. The first part is: the latest news, domestic and foreign news, city and sports news; the second part is: features of young people ’s information, and the technical discoveries of urban readers. Interesting news and articles, tidbits, nature and wildlife, scholars and careers; the third part is: funny entertainment news, fashion information from all over the world and movies, TV, music information.
In Germany, there have been more new newspapers issued in the past 6 months than in the previous 60 years. The Georg von Holtzbrink Group has published several new newspapers. The group has been trying to attract young readers with low-cost, streamlined newspapers such as News and 20Cent. "20 Points", as its name suggests, is a young, fast-moving newspaper with a lot of entertainment news, and is aimed at readers aged 14-39. It has opened up new markets and attracted new advertisers. The retail price is 50 cents (Euro) per copy.
Young people run their own newspapers
The Boston Universal Foundation in the United States is paying attention to the market for young readers because it has created a new newspaper "Boston Youth" (TIP, Boston Teens) for teenagers. This newspaper will be written by teenagers, all readers will be sent to Boston 33 A public high school. The TIP is jointly published by members of the Boston Universal Foundation and provides interesting feature news for young readers in the Boston area.
â— 400 years old: Long live youth
The 400-year-old newspaper should be youthful. The 400-year-old newspaper wants to compete for and create a young "eyeball."
Carroll Doherty, editor of the PewRese archCenter, said a series of surveys revealed that young people aged 18-29 are less likely to report news than their predecessors. interest. Successful people under the age of 30 are also not interested in newspapers. This is why people have been pessimistic that newspapers are going to perish for a long time. However, Dohert said: Let us not conclude so quickly, newspapers are still the main channel for millions of Americans to obtain news. Even if the future trend is not optimistic, when the media industry reintegrates, the newspaper still has a huge reader base. â‘£
As in the UK: newspapers are still popular among people aged 16-24. Newspaper Market in gAgency investigates the reading habits of 16- to 24-year-olds in the UK. The results show that among the respondents, 77% believe that the status of newspapers is still important, and only 4% prefer radio stations. While 77% of young people read a newspaper every week, the report recommends that 3.2 million young people read a national newspaper every day.
The World Press Association awards the World Young Readers Award each year to reward many newly created newspapers in the development of a young readership.
Th e WestAustralian and Th eTelegraph of India won the 2004 World Youth Reader Award 2004; two newspapers in Mexico and Greece won the World Press Association based in Paris Commendation; a special nomination award is a newspaper in Brazil and three newspapers in Eastern Europe.
The World Press Association ’s reward for the "Western Australia" is: You have taught students the most exciting knowledge of world tourism in an interesting way, and some other newspapers rarely set up educational sections in newspapers. Your low-cost, high-profit planning steps have doubled the sales of newspapers in schools.
The World Press Association ’s reward for the Indian Telegraph is: As a distinctive weekly magazine, you provide young people with many opportunities to write their own anecdotes, and organize a series of dynamic clubs for young people. Support young people to go to Pakistan to participate in "Goodwill Ambassador" activities, and then let them write down their experiences and publish them in newspapers.
This shows that as long as the global newspapers work together, the 400-year-old traditional printed newspaper still has room for survival and development. As the president and CEO of Asahi Shimbun in Japan said at the end of the 58th World Press Conference: "No matter how our society changes in the future, I firmly believe that people will still need newspapers."
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