[ppzhan Abstract] The 10 years of the new century is a decade of rapid growth in online media, and it is also a decade in which the newspaper industry in developed countries continues to decline. In the last five years of the new century, it is the five years of shocks in China's newspaper market. It is also the "inflection point theory", "cold winter theory", and even the "death theory" sings down the newspaper industry for five years. The essence of newspapers is information, not paper with information; the advantages of newspapers are historically accumulated and have a good reputation. In the wave of dealing with the impact of new media, whether it is abandon paper transfer or newspaper network interaction, the traditional newspaper almost unanimously measures the content as the king, the brand as the flag, and make extensive use of the original brand assets.
The terminal media with the network as the platform continued to innovate. The traditional newspaper industry suffered from diversion of the audience, sales decline and shrinking of advertisements, and abandoned the paper on the net, sold or even went bankrupt. In the 10 years of the new century, it is the 10 years that the online media has triumphed, and it is also the decade in which the newspaper industry in developed countries continues to decline. In the last five years of the new century, it is the five years of shocks in China's newspaper market. It is also the "inflection point theory", "cold winter theory", and even the "death theory" sings down the newspaper industry for five years.
In December 2010, the World Brand Lab released the 2010 “Top 500 Brands of the Worldâ€, including 6 newspapers and 8 magazines. The media industry ranked first among all industries in the world with 37 brands. However, these 14 traditional paper media Half of the 7 seats were shortlisted for “10 brands that are falling fastâ€, and four American newspapers reported that they were among them. The fast-growing industry is the Internet: 14 brands have an average age of 12.3 years, 2 years old and 16 years old. Among the 10 young brands, the Internet occupies 7 seats.
Newspaper industry and its debates On the New Year's Day in 2000, "Beijing Youth Daily" published a dialogue on "Network Age: Whether Newspapers Will Die" on the competition of the Internet and newspapers and their future direction. In this interview called "Century Dialogue", Sohu CEO Zhang Chaoyang believes that online media will be popularized. "The newspaper industry can only be invincible if it absorbs the advantages of the network." Yu Guoming, a professor at Renmin University of China, responded to Zhang’s point of view with reasons such as fewer Internet users, obvious side effects, easier reading, and major newspaper rivals, such as radio and television. Both sides tend to be obvious, but they all leave room for it. Since then, the debate has become increasingly fierce.
In 2004, Yu Guoming clearly pointed out that the traditional newspaper industry entered the "inflection point" in the article "What does the "turning point" mean?" In 2005, Wu Haimin, the president of Jinghua Times, published "The Media Change: Who Moved the Cake of the Newspaper Industry" in "China Newspaper Industry", which was inherited from the viewpoint of Guoming, and said that in 2005, "the turning point": "Chinese tradition The winter of the newspaper has arrived."
In 2006, "China's newspaper industry development trend "three swords"" made a review of academic discussions in previous years. The "three" are Yu Guoming of the academic circle, Wu Haimin of the industry, and Shi Feng, deputy director of the General Administration of Information. . Yu Guoming opposed the application of the general industry life cycle theory to the newspaper industry. He believed that the Chinese newspaper industry was at the intersection of the “end of the shock period†and the “early stage of maturity†and revised the previous “turning point theory†into “node theoryâ€. Wu Haimin continued his "cold winter theory" and believed that from the beginning of 2005, the Chinese newspaper industry had "turned" down. As the head of the competent department, Shi Feng pointed out that it is necessary to analyze the reasons and find countermeasures. In the previous year, Lin Jiang, deputy director of the Department of Newspapers and Periodicals, published the view that “China’s newspaper industry entered the fourth growth cycleâ€, saying that in the 15 years from 1990 to 2004, China’s newspaper industry presented a five-year cycle. Time-based growth: the prosperous period of the old-fashioned evening newspaper, the outbreak of the city newspaper, and the “enrichment eraâ€. Given that they are leaders of the competent authorities, Shi Feng’s views are interpreted as “fluctuationâ€.
During this period, the imported "paper demise theory" was also very popular.
In 2004, Professor Philip Meyer of the University of North Carolina in the United States produced a newspaper reader's chart based on the survey data of the National Center for Public Opinion Research. The figure shows that "the reader of the daily newspaper will be zero at the end of the 2043 quarter." In September 2007, the book was translated into China. In March 2006, the British "Independent" published an exclusive interview with Bill Gates on "Imagining the Future Society." Gates affirmed that "50 years, newspapers will print", but at the same time
The terminal media with the network as the platform continued to innovate. The traditional newspaper industry suffered from diversion of the audience, sales decline and shrinking of advertisements, and abandoned the paper on the net, sold or even went bankrupt. In the 10 years of the new century, it is the 10 years that the online media has triumphed, and it is also the decade in which the newspaper industry in developed countries continues to decline. In the last five years of the new century, it is the five years of shocks in China's newspaper market. It is also the "inflection point theory", "cold winter theory", and even the "death theory" sings down the newspaper industry for five years.
In December 2010, the World Brand Lab released the 2010 “Top 500 Brands of the Worldâ€, including 6 newspapers and 8 magazines. The media industry ranked first among all industries in the world with 37 brands. However, these 14 traditional paper media Half of the 7 seats were shortlisted for “10 brands that are falling fastâ€, and four American newspapers reported that they were among them. The fast-growing industry is the Internet: 14 brands have an average age of 12.3 years, 2 years old and 16 years old. Among the 10 young brands, the Internet occupies 7 seats.
Newspaper industry and its debates On the New Year's Day in 2000, "Beijing Youth Daily" published a dialogue on "Network Age: Whether Newspapers Will Die" on the competition of the Internet and newspapers and their future direction. In this interview called "Century Dialogue", Sohu CEO Zhang Chaoyang believes that online media will be popularized. "The newspaper industry can only be invincible if it absorbs the advantages of the network." Yu Guoming, a professor at Renmin University of China, responded to Zhang’s point of view with reasons such as fewer Internet users, obvious side effects, easier reading, and major newspaper rivals, such as radio and television. Both sides tend to be obvious, but they all leave room for it. Since then, the debate has become increasingly fierce.
In 2004, Yu Guoming clearly pointed out that the traditional newspaper industry entered the "inflection point" in the article "What does the "turning point" mean?" In 2005, Wu Haimin, the president of Jinghua Times, published "The Media Change: Who Moved the Cake of the Newspaper Industry" in "China Newspaper Industry", which was inherited from the viewpoint of Guoming, and said that in 2005, "the turning point": "Chinese tradition The winter of the newspaper has arrived."
In 2006, "China's newspaper industry development trend "three swords"" made a review of academic discussions in previous years. The "three" are Yu Guoming of the academic circle, Wu Haimin of the industry, and Shi Feng, deputy director of the General Administration of Information. . Yu Guoming opposed the application of the general industry life cycle theory to the newspaper industry. He believed that the Chinese newspaper industry was at the intersection of the “end of the shock period†and the “early stage of maturity†and revised the previous “turning point theory†into “node theoryâ€. Wu Haimin continued his "cold winter theory" and believed that from the beginning of 2005, the Chinese newspaper industry had "turned" down. As the head of the competent department, Shi Feng pointed out that it is necessary to analyze the reasons and find countermeasures. In the previous year, Lin Jiang, deputy director of the Department of Newspapers and Periodicals, published the view that “China’s newspaper industry entered the fourth growth cycleâ€, saying that in the 15 years from 1990 to 2004, China’s newspaper industry presented a five-year cycle. Time-based growth: the prosperous period of the old-fashioned evening newspaper, the outbreak of the city newspaper, and the “enrichment eraâ€. Given that they are leaders of the competent authorities, Shi Feng’s views are interpreted as “fluctuationâ€.
During this period, the imported "paper demise theory" was also very popular.
In 2004, Professor Philip Meyer of the University of North Carolina in the United States produced a newspaper reader's chart based on the survey data of the National Center for Public Opinion Research. The figure shows that "the reader of the daily newspaper will be zero at the end of the 2043 quarter." In September 2007, the book was translated into China. In March 2006, the British "Independent" published an exclusive interview with Bill Gates on "Imagining the Future Society." Gates affirmed that "50 years, newspapers will print", but at the same time
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