Moderator: You used to be Why is the years ago, from the reported that leave the job. more than a year, I also often miss the day and night, sleepless nights of work, we established a deep affection, so leave the are relatively smooth, it is mainly the result of joint efforts of all staff. Now I come to organize assume such a leadership in the newspaper, on my own is a new challenge. if in the past, important opportunity for the individual life is also very important. My idea is, no matter What newspaper or newspapers in the work, the ability to do their job well, to provide readers with the products, one of the greatest pleasure the news .
Moderator: Youth Daily , you should say that he has made very impressive achievements in the newspaper, I came to the News contribution, and here I refer in particular to the work is both an opportunity and also a kind of pressure, if they might, then, a disgrace to this kind of work the stage and work status. I went to the a lot of things, some things in his career before the news had not experienced here has given me a lot of new learning nutrients. As for the problem, I think any newspaper are the same, always have their own strengths, but also has its own problems .
is the form of newspaper, newspaper or newspapers the quality of the content can not completely satisfied with our own, we feel that it also has further room to do better. another one, that is, the management level should also be gradual to refine and effectively in accordance with the the requirements of modern enterprise system, all the elements of the fully mobilized. I do editor, responsible for newspaper work, since the arrival last year, and the editorial board and a piece of newspaper editors and reporters to do a lot of gay revision and adjustments, mainly two working, one is in the form of a newspaper or newspapers on the content of the arrangements, completely changed the original magazine of the traces in form of I hope to provide readers of newsprint should be carrying the thing, and this is the content of the change. Second, we conducted an internal organizational structure and process of recycling, the implementation of a relatively isolated system editing, re-designed the layout of the structure, sector structure and the entire workflow, make our work run more smoothly, more efficient, probably the work of these two aspects, but I did not go then, suddenly engage in this work together, but the next step in the reform of the past, we reach a consensus on based on the completion of relying on collective wisdom, so, because there is such a foundation, so the progress of this work very well, the effect is good.
Host: Beijing's highly competitive newspaper market, old The competitiveness?
Zhang Yabin: Now the newspaper market in Beijing, said that there should be four or five, or five or six identical or similar to locate a comprehensive news paper because similar, almost everyone on the same battlefield, or is to compete on the same platform. But, in fact, each newspaper has its own characteristics, or, or have their own specific audience needs. from the recognized by the crowd, was a newspaper they like. This position, I think is not a summary of a sudden we came out today or coming out, but summarized them in, and has also been recognized by the reader. the highest advertising revenue or higher performance, which shows the positioning of our readers to select or called market segmentation, and still have their own characteristics. which is mainly because we hope that this newspaper can be a mainstream of society or the backbone of the readers agree. Therefore, we should say that this feature of this positioning is achieved great success. reflected in the pages of the newspaper, as much as possible in the provision of our daily News, while the depth of coverage to provide readers to provide views of things, we think this may be suitable for our particular audience, the content of this newspaper has won everyone's approval, therefore, in the advertising market has relatively good performance.
Moderator: You to the Beijing Youth Daily very good, is very optimistic. Of course, I think this is not , the first quarter of better advertising revenue increased by 40% of people feel that the better a little surprised. Later, the certain extent, in May, June, many of the ad serving program have been affected, After the booming economy and push forward the internal dynamics, so the January to September, total cost, less than our advertising increased by at least a billion last year. This year the total advertising, and now look to reach eight billion, there is no problem, can the impact of the higher goal, and we are estimates. issued the same way, we started in September this year, next year's big subscriptions, the progress of work very well, our distribution staff, Little Red Riding Hood is a very good team issue, relying on the work of the team very well throughout the subscriptions so far Our task has been largely completed subscription to end almost is no problem, integrated circulation can increase how much to say now, we feel that too early, difficult to fully predict, but certainly there will be relatively large increase This is sure.
Moderator: You mentioned editing the relative separation system, separation of the system a lot of media reporters and editors are in use, this is a trend of.
Zhang Yabin: Editorial Department of the composition of the body high-speed operation of a newspaper is very important to the Chinese press this issue, it can be said to be a trend, but from a global perspective, international point of view of each major newspaper is a universal form. We do this restructuring and process reengineering, draws on international experience, but also with their own reality, the formation of a new structure of the state. We are now basically is the case, editors and journalists must follow a strict position on the separation, that is, only edit the work of an editor, the reporter only the work of journalists, these two things do not cross. In the past, our history there have been cross, go out and do a news reporter, interviews Xiegao Zi, come back to do layout, the whole process is a for completion, this editing one of the state, founded a newspaper, it is rather early and efficient, but also save manpower. But a newspaper to a more mature stage of development, the use of this approach are undesirable place, it is in quality control and scientific work will have a problem. In order to provide readers with the best newspapers, we would like, or should the current trends, do a transformation, this transformation is completed, the editors and reporters on the basis of separation of duties, we proposed to edit-led thinking. because some Chinese newspapers editors in the past the process of separating big problem there is the editing out of touch, the work of editors and reporters is completely independent of each other, can not be combined with each other, it can not. We are in the editing process, the dominant position of editor, editors and journalists in a close contact, guidance, command and journalists to complete their specific topics of news gathering and have written, in the course of the entire production process, the reporter's subjective motivation to get play, while also adding editorial grasp of the entire newspaper, so it should be said, this introduction to the work process, and achieved good results. up to now, we see that, The overall operation has improved to some extent, this is our satisfaction. Of course, the editorial department of the structure of settings, the newspaper production process improvement is always a dynamic process, not all at once to complete, so, we The combination will continue to work practice problems, constantly adjusting to make it more perfect, in this respect, we can say in front of work to do some exploration, but not mature enough, We hope to mature for production structure of the newspaper industry to establish a good pattern, make our contribution.
Host: You also proposed ; News Quality Year good or bad, and ultimately it is up to readers to judge. We feel that, despite a lot of readers, many users have praised the place, so that News Quality Year News of the incident made to meet the readers to read news and information needs of information. Second, the election of the entire manuscript married ringworm use screening process, the value should return to the news. you know, there are two Chinese newspapers parallel values, promote value and news value, our slogan is that our newspaper is to return to news value. Third, is the news to do an authoritative news. a newspaper, especially a mature newspaper, must have its own credibility and authority of the that this year's After a year of practice, should be said that our work has improved, but still not satisfied with our own, and now we want or the pursuit of life.
Moderator: North Youth Department has been formed proposed media group, is a pursuit of our own, and now the press is generally the Chinese newspaper group, no media group, for our own in the process of development, the first based on the newspaper to run, however, to do good paper, take a simple model of media development is very difficult to do, hard to last long. we look at the major international media group, in general, are cross-media operations, many with multiple forms of information dissemination. I think that news organizations from the community as a whole occupation, it is classified in the information industry in the scope, then, what is the information industry? information industry is nothing more than the content industry, we always do the content, so the contents of a body of external output mode and output mode should be varied, should be multimedia transmission. Based on this point, we want to put forward itself as a media group's philosophy. want the media group, in fact, we want to use as much as possible Readers demand for a variety of ways and means to provide the information we are satisfied with the content, if we can achieve this, I think the purpose of our development is achieved. is not to say, the media group to some extent, Newspaper Group more than the development of information industry, the law should be our pursuit of this career direction. From this sense, it is more accurate than the media group, in fact, this is a conceptual problem. Now, in China Many of the newspaper group, although called the newspaper group, is also a lot of work to do cross-media work, so we should have this understanding, we first proposed such a concept only, so, we can not say their advanced.
Moderator: North Green Media Group, what are the initiatives to build?
Zhang Yabin: Recently, make new exploration. we are now pursuing in the hope of a news to itself as Media Group, Media Group is actually the core of such a content provider under the general orientation, we are able to manufacture, readers hope that demand for content delivery through a variety of ways, such mode of transmission in the dissemination on the formation of what we call region is in fact the expansion of influence, as cross-industry, in fact, what industries do not, for a cultural units, or to do more cultural industries. We that cross, that the related integrate industry, developed, and ultimately for rich content services, or for content providers to provide more content and value.
Moderator: Mr. Zhang Yanping newspaper business in 2003, his speech also mentioned the International Summit , with the generation growing up this newspaper has entered the mainstream of society people, these readers are now four years old, so mean, become your faithful readers?
Zhang Yabin: I came to this question is always, reported, Now, since colorful perspective, our reports are full of variety. In essence, the Readers also continued to mature processes. Judging from the international press, with a maturity of any newspaper, the main age range of reading groups, the general should be in their twenties to thirties, to the aged year-old span in. In such a reader group which formed a brand awareness and authoritative newspapers, actually can be called a mature newspaper. My personal view is that I do not think a perfectly positioned in the ten teens or twenties crowd is mature newspaper newspapers, I find it hard to say, the reality is true.
from another point of view, thirties, positioning the reader is that young people today youth and youth in the past are very different, the newspaper for maintaining their thirties, forties, the reader should be quite good age structure, I do not think this is the age structure of the form of aging readers This one-sided look at the issue too. run newspaper, after all, nothing to do with sports, not to say that teens and twenties, the results, one to die in their thirties, is not the case. And we, energy, the newspaper is their proper way of life, this is normal. Now the press theory has strange, would make a lot of specious argument, for example, age in the newspaper's readers had this problem, it seems Such a feeling that the younger the age of their readers better, the smaller the better, I think this is a misunderstanding. look at the world's newspapers, which really did not see the maturity of a very famous newspaper, is to do This age structure of targeted readers. I thought, Imagine, I'm not saying this group they did not read newspapers, they did not read the newspaper needs, nor is it meant, not to say that we should not give the people a newspaper, I say the market is broken down, and each of the different newspapers , has a particular audience group, the outside, or, in addition to the main four-year-old readers, but also there are other age group of readers, we should also actively seek, should not give up, or we should be early for the younger readers as much as possible The fight for the crowd to our readers, this is necessary, the two can be neglected.
friends: As a senior journalist, He Ning, how do you evaluate his successor, > Zhang Yabin: He Ning is a very young leader of the press in the past accumulated a lot of experience, we often see between us is also good friends. he went to the work on communication between business and not much after he took office, leaders of the certain development, I think, this is very worth celebrating. I think the whole, the newspaper Beijing compared with the southern city, the leaders of our age, or larger newspapers, if more young leaders to join to the media, leading positions in the overall structure of the leadership of the young newspaper, I think this is a very good thing. So, I wish He Ning, here in his new position, to achieve new results, Of course, I also would like to see If the relatively rare, place, may the newspaper self-promotion, self-promotion a bit more powerful, But I think it is not to be understood, I have issue with our members of a Little Red Riding Hood, the morning newspaper to the readers at home, with these old folks, uncle or aunt when the young neighbor exchange, we do not talk about distribution of questions, they take the initiative, Beijing Youth Daily with such a nature, that is a kind of brand image, more to tell our readers, promotion, is a Image. At this time, we also want to let everyone on the screen, by: Recently, a Beijing newspaper market is hot ?
Zhang Yabin: Recently, the media and among readers in Beijing, there is a very important hot issues, that is, to the birth of a new Beijing newspaper. Beijing constantly emerging new newspaper, which seems to have been used, Beijing's readers gradually started to accept this change, unlike the past, a newspaper, a traditional newspaper, even generations are reading a newspaper, I would like to Also news on the new units will join in, but also a symbol of prosperity newspaper. The emergence of new newspapers, will give readers a new option, I think this is a good thing. as a Beijing newspaper market The vanguard of the indeed there is room for development, but this development is not to use more of the new newspaper to fill? This is the need to study the issue. I personally feel that China's economic development may be in the process of transforming, in a short time , there are many newspapers, the case of homogeneity may be inevitable, and the resulting competition probably are inevitable, but I think that this is only stage of the case, will not be a long-term existence. News of the World the law of development point of view, especially a relatively developed economy, the press more developed countries and regions, reports emerged of a situation in a city, a city that is the case in order, there may be only one or two integrated of the newspaper. China's economic development level of some foreign countries have not so high, so the Beijing city, there may be three, four consolidated class press, from the quantity is sufficient.
my three years ago Press and Publication Administration, held in Chengdu have attended the meeting, then I was, neither will bring to market new improvement, the choice may be to the reader and the reader's interest and influence to play a negative role. I look at this problem, a market is not competitive is not enough, the reader is no choice is not conducive to the development of the press, however, excessive competition and cutthroat competition is not a good thing, so, I think, limited competition and full competition made more appropriate, full competition is actually limited competition. What is the cut-throat competition, there are three obvious performance, one is attack each other, and now some cities, different competitors, to the reception unit we can not make arrangements to sit in a car, because the car will be sitting in a quarrel, which is the performance of vicious competition . The second performance is the race to lower prices, the price and newspaper advertising prices come down, which is devastating on the market, not the performance of market prosperity. such as advertisements, plus the various discounts and privileges on a last change equivalent to only the two achievements of the published price of the sold out, this result may be a temporary advertising share will expand, but will eventually destroy the City, often the third person is another dig, this trend continues, the entire newspaper industry development is also unfavorable.
boom, is not it must have a lot of new newspapers appeared to be able to achieve, I do not think so. Why? because of China's market competition has its own unique characteristics, which not only is the media industry, is the same in other industries, I've said, vicious competition will only bring negative outcomes, this is not just one from the media industry, such as China's beer industry, appliance industry, garment industry, etc., in some areas it has Sisha to very tragic situation, the end result is that many of the devaluation of state assets, so this issue should be given adequate attention. we do a product into a market, competition, I think we should encouraging, however, such a competitive basic principle should be fair competition, if not fair competition, saying it does not make sense. I think, is not it can be expressed, if it is fair competition, the first people to use sources of funding should be consistent, in fact, there are not so many newspapers, some newspapers in the career development process using their own funds, that is, its own staff in the market, hard-earned assets, and some newspapers full use of other the assets, and even some newspapers using funds outside the industry in other markets to win market into this industry, the different funds where quality competition, fair competition is hard to say, because many funds are others, should not be too careful consideration, it is not necessarily responsible for funds. and some newspapers, competition, motivation and the result of competition, just for their own moment fast, seek temporary courage, can not be said that competition is more fair competition. < br> In addition, the content of news reports, too, now, between a city hard to say that equal competition among all the newspapers, some newspapers may use their own policy space or other space in the market to do all kinds of every performance, I think this is hardly a fair competition. because everyone in the administrative structure, in the policy space, if there are different things, creating a competitive, hard to say is purely free economy or free competition of a performance. So, I think, by adding too many factors other than economic competition can not be called fair competition and, therefore, that competition is not to be encouraged. The words I could say more, I In the I am very frank to say that we do not fear competition, because we have the strength we should have. But even so, it brought most of the funds or state-owned newspaper in the capital, most of the funds in the past that is the people's blood and sweat, it is now taxpayers money. I think, is not our policy-makers, or should be responsible for such assets. There newspaper's desire to have the impulse to this newspaper is a welcome, but the market is a colorful, reader groups is subdivision, in fact, we can according to the different needs of the reader to enter their different fields, to win through to meet the requirements of their audience share, without having to completely squeeze the newspaper in the consolidated class in this small world, the last flame to suffer, the formation of such an outcome, I think, this is irresponsible.
strange that the name, I had just heard, I thought, why is it called I am from Beijing, reported Beijing Daily Group, which means, I said, new newspapers in a region in order to have a relatively strong market competitiveness, this paper in order to strengthen its regional expansion in Beijing, the color, we must uphold such a name, I think not, if people have the name convention We agree with that, why you can not afford a more famous name. Some people say there must be to the role, but of limited effect. I think that other more appropriate name choice may be right, in this sense, I can say this ...
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