““ To be or not to be”To be or not to be”

traditional media traditional media facing facing

the challenge the challenge of new mediaof new media

Xu,xuefei(snow)Xu,xuefei(snow)

Facing the challenge of new media, traditional media should confront the question of “to be or not to be”.

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About media

What is traditional media?What is traditional media? 11

22 What is new media?

The first “movable type” (printing press)

Two more technological breakthroughs—radio and television—brought it to its top.

books, newspapers and magazines

the Internet, digital and interactive TV and the next generation of mobile devices.

(digital press) The second “movable type”

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what kind of new media in the future?

Comparing with wooden Comparing with wooden boards, silk is new media; boards, silk is new media; comparing with comparing with newspaper, radio is new newspaper, radio is new media; comparing with TV, media; comparing with TV, computer is new media...computer is new media..."new media" is a relatively "new media" is a relatively concept and we can't say concept and we can't say what new media really like what new media really like anytime anywhere is. The anytime anywhere is. The concept of "new media" is concept of "new media" is always in development. always in development. Human's wisdom is the Human's wisdom is the greatest invention of the greatest invention of the nature. Who knows what nature. Who knows what kind of new media we will kind of new media we will have in the future? have in the future?

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new technology challenges

DigitizationDigitization“ “ Press the mouse gets the Press the mouse gets the

news” news”

InteractivityInteractivity““people write their own people write their own

newspaper”newspaper”

GlobalizationGlobalization “ “People get news from all People get news from all

over the world” over the world”

ParticipationParticipation““everybody is reporter and everybody is reporter and

editor”editor”

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Decline: problem of worldwide

traditional media themselves traditional media themselves

They can’t development themselves with They can’t development themselves with development of modern society and new technology. development of modern society and new technology.

reader and audience reduced reader and audience reduced

More and more people have taken e-mail and many More and more people have taken e-mail and many also participate through a gateway to Netnews. also participate through a gateway to Netnews. Access via these community systems can be as easy Access via these community systems can be as easy as visiting the community library and membership is as visiting the community library and membership is open to all who live in the community.open to all who live in the community.

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How to deal with

Maintain authority of traditional mediaMaintain authority of traditional media Traditional media have traditional excellent feature Traditional media have traditional excellent feature

and brand that have large influence; Traditional and brand that have large influence; Traditional media have much resources include a large number of media have much resources include a large number of professional editors and experts they can produce professional editors and experts they can produce professional news products that have their professional news products that have their authorized standpoints.authorized standpoints.

Training customers who are loyalTraining customers who are loyal The habit of reading of Teenagers needs training. The habit of reading of Teenagers needs training.

Traditional media must pay more attention to the Traditional media must pay more attention to the potential reader from their childhood. As Teenagers potential reader from their childhood. As Teenagers are so interest in fashionable stuff so that Traditional are so interest in fashionable stuff so that Traditional media should keep up with the trend of development media should keep up with the trend of development of internet. So building their online media is of internet. So building their online media is necessary. In this way, keora is advanced. necessary. In this way, keora is advanced.

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my wishes for the next decade

Let's give our new-product efforts the resources they Let's give our new-product efforts the resources they need to win. need to win.

Let's engage users by turning our sites into interactive, Let's engage users by turning our sites into interactive, customizable venues where users can contribute their customizable venues where users can contribute their own content. own content.

Let's understand that community is about shared Let's understand that community is about shared experience, and learn to help people share their experience, and learn to help people share their experiences on our sites. experiences on our sites.

Let's learn to be guides and not gatekeepers. Let's learn to be guides and not gatekeepers.

Let's stop being Big-J Journalism bigots. Let's stop being Big-J Journalism bigots.

Let's learn from our competitors, especially Google and Let's learn from our competitors, especially Google and Yahoo. Yahoo.

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Thank you !

The most important is let's to be. Not just because we want to, but because it's important that we do so.

In the end