The reason why online media can quickly seize traditional media sites is mainly because it has the following two characteristics. First, the update speed is fast. The publication cycle of general newspapers is calculated in days or even weeks. The period of television and broadcasting can be calculated in days or hours, while the update period of online media can be calculated in minutes. This is easily confirmed in the reports of the war in Kosovo. At 3 o'clock in the morning on March 25th, the bombing of the NATO air strikes began. At about the same time, the related news on the Sina Telecommunications Company’s Sina Online appeared. In the subsequent process, various images and text messages are updated almost every two or three minutes. Second, the Internet is a bottom-up interactive media. Traditional media is a top-down media that delivers news to audiences; while online media is a bottom-up approach, where anyone can publish opinions online; traditional media are generally one-way, and Online media emphasizes interactive communication. In the recent "Smiling with Wu Xiaoli" program held by Sina.com, anyone had the opportunity to raise questions and immediately get answers from this celebrity, which attracted the participation of countless Internet users and caused network congestion for a time. One side fully reflects the charm of the interactive media network.
At present, traditional media are under unprecedented impact. Under this strong shock wave, in addition to their respective specialties, traditional media have also emerged a tendency to actively move closer to the Internet, as if there is no online version of the media, it means that they are left behind. While some smart traditional media began to dissatisfied with providing electronic news content, they established public forums via electronic bulletin boards, openly edited electronic mail boxes, and started dialogues with readers. For example, Newsweek published an online address in 1995 to encourage users to comment on magazines and provide news leads via e-mail; Fortun began to use e-mail for an exclusive interview. This active strategy of the traditional media is undoubtedly a forward-looking vision. Some people claimed that due to the promotion of online media, the era of news conversation has begun.
In fact, while traditional media compete with online media to compete for audiences, in a sense, it is also accelerating the integration with online media. After many trials between the old and new media, they will eventually achieve coexistence and co-existence. Just as the press, radio and television finally reach a balance, this is also a trend. Over time, this will once again be verified.
Networking is changing the world 40 years ago, the advent of television made the newspaper undergo a life-and-death test. This exciting visual media has diverted readers from newspapers, attracted advertisers, and even stole newspapers. Has a huge impact on the newspaper.
Faced with the challenges of television, newspapers are either actively adapting to change or are facing the death. As a result, the content of newspapers has increased, and the number of pictures has increased and the colors have become more abundant. Despite this, many newspapers have been merged or closed down. Some newspapers can survive because of the credibility of the newspapers, that is, they have the depth, analysis, commentary, and accuracy of events reported by television.
However, with the rise of the Internet, the newspapers once again faced challenges. At the same time, they made television and cable news unfavorable. A recent random inspection revealed that 80% of online users in the United States have the same level of trust in online news as newspapers, radio, television, and cable news. More than 7% of users believe online news is more reliable than other media. 70% of consumers have no objection to online news service providers offering online shopping services at the same time.
Traditional media must compete with different online media, and as time passes, traditional media will face greater pressure and challenges. According to ZDnet statistics, the number of Internet users in the United States has grown at a double-digit rate. From August 1998 to mid-November 1998, about 8 million people visited the Internet, an increase of 7% over the previous three months. Due to people's attention to real-time news, online news will attract more users to join. According to a survey of nearly 10,000 newspaper users, the vast majority of users of local news websites in the United States have earned a lot of money and are loyal to their purchases. Among them, 72% of users who visit local news websites conduct online shopping. The higher the user’s income, the more likely they are to shop online. Using online media, advertisers can directly advertise with consumers. A media investment bank spent $906 million on online advertising last year. By 2002, they expected online advertising spending to reach $500 million. In addition, online media will attract more talented people to join, and the generous treatment they provide is beyond the reach of traditional media. In short, the prospects of traditional media do not seem bright, but analysts believe that the rise of television media did not cause the newspaper industry to die. The appearance of the Internet will not make traditional media such as television, cable TV and printing no longer exist. There is no doubt that the rise of the Internet will redistribute the power of the media and its development will be much faster than traditional media think. The Internet is changing the world.
Internet Media: The Age of News Dialogue With the increasing popularity of the Internet, the Internet is increasingly showing its edge as the fourth media. The traditional media is also gradually approaching the network.