The hottest key words to interpret the development

2022-10-14
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Interpretation: the key words for the development of digital strategy newspaper industry

one month after the release of the outline of the national 12th Five year development plan, on April 20, the General Administration of publishing issued the development plan for the publishing industry during the 12th Five Year Plan period. Different from the previous plan, 11 special plans have been added to the plan. As one of the 11 special plans, the development plan for the newspaper industry during the 12th Five Year Plan period (hereinafter referred to as the "plan") was released for the first time, causing widespread concern in the industry. The plan has both principles and specific goals. It conveys important policy information between the lines and points out the direction of the development of the newspaper industry in the next five years, which is worthy of serious interpretation by insiders

the first plan is of great significance

in the process of preparing the 12th Five Year Plan for the development of the publishing industry, Liu Binjie, director of the General Administration of publishing, clearly pointed out that the 12th Five Year Plan is a program of action for China to move towards the key stage of 2020, and scientific preparation and strategic decision-making are of great significance. We must use the best soldiers and the wisdom of the whole industry to make it scientific, holistic, forward-looking and practical. The plan fully embodies these characteristics

during the Eleventh Five Year Plan period, China's newspaper industry has made great achievements, and at the same time, it has encountered some problems in the development process. The newly issued development plan of the newspaper industry is to solve the problems existing in the development and point out the direction for the development of the newspaper industry during the Twelfth Five Year Plan period. The plan clearly proposes to improve the public opinion guidance ability of mainstream newspapers and periodicals and grasp the discourse initiative; Persist in changing the development mode and optimizing the industrial structure of newspapers and periodicals; We should take institutional innovation and scientific and technological progress as the driving force, deepen the reform of the newspaper system, and use technological innovation to drive the upgrading of the newspaper industry; Insist on improving and strengthening the construction of long-term mechanism for newspaper management, and create a healthy and orderly market environment, policy support and legal guarantee for the development of the newspaper industry

the plan has relatively specific plans for the development goals, key work points and safeguard measures of the newspaper industry in the next five years. The new 12th Five Year Plan for the newspaper industry has greatly encouraged Chinese journalists. At the same time, the plan has clear development ideas and specific contents, which is of great significance to the future transformation and upgrading of China's newspaper industry. Yu Qingming, Secretary General of the China Press Association, said in an interview

the goal is clear, and there is a long way to go

the plan puts forward a clear goal for the development of China's newspaper industry in the next five years: by the end of the 12th Five Year Plan, 100 periodicals will be owned by 1000 people and 3.1 periodicals will be consumed per capita. The added value of the newspaper publishing industry increased by an average of 2.5%, and the journal publishing industry increased by an average of 4%. There are 20 comprehensive periodicals with an annual circulation of more than one million copies, and 30 public service periodicals with an annual circulation of more than one million copies. In the next five years, China will form about 10 newspaper and publishing industry agglomeration centers with strong radiation capacity, and build about 10 large state-owned newspaper and media groups operating across regions, industries and media

these goals are consistent with the newspaper development goals in the 11th five year development plan for the publishing industry issued on December 31, 2006. By 2010, newspaper publishing is expected to reach 2030 billion prints and 50 billion copies; The publication of periodicals is expected to reach 14billion copies and 3billion volumes; It is expected to achieve an annual consumption of 2.4 periodicals per million people, with 90 copies per thousand people, and an average newspaper penetration rate of 0.3 per household. Compared with that, the increase is not very large, which reflects that the "plan" puts more emphasis on the transformation of the traditional material distribution mode of newspapers and periodicals, which gradually fades away

at present, China has 1939 newspapers and 9884 periodicals. Although the number is large, it is generally small, scattered and weak. Therefore, merger and reorganization and strengthening strength are the inevitable development direction. According to the plan, the number of national newspaper and periodical publishing units will be halved, which will determine that some newspapers and periodicals with poor management and poor efficiency will withdraw from the market, and more publishing resources will be concentrated in powerful newspaper and periodical publishing and media groups

as for the goal proposed by the sub plan, Hao Jie, executive deputy editor of publishing and distribution research, believes that the task goal proposed by the plan is based on the achievements of the newspaper industry in the reform practice over the past few years, and this plan is practical and feasible. For example, the plan proposes to achieve 30 kinds of public service periodicals with a circulation of more than one million copies during the 12th Five Year Plan period. In fact, this goal has been basically achieved now. These dozens of periodicals are the result of the reform of the periodical industry over the years, and also the basis for achieving the goals of the 12th Five Year Plan. But the key is not here. It is proposed in the plan to form about 10 newspaper centers with strong radiation capacity in Beijing, Shanghai, Guangzhou and other cities by the end of the 12th Five Year Plan. There are two key words here: radiation capacity and concentration center. I think the two key words emphasize more on efficiency, that is, the influence and competitiveness of China's periodical industry in domestic and international communication. This can also be clearly shown in the provisions on the development objectives of classified journals in the plan

communication ability was mentioned for the first time.

in the past, the newspaper industry emphasized the ability of public opinion guidance, and rarely mentioned communication ability and public opinion guidance ability at the same time. The "plan" focuses on the communication ability for the first time, and puts forward five specific measures to improve the communication ability and public opinion guidance ability of newspapers and periodicals: first, strengthen the communication ability construction of national key newspapers and periodicals; Second, promote the construction of local newspapers and periodicals' communication capacity; Third, strengthen the construction of international communication capacity of newspapers and periodicals; Fourth, implement the construction project of national key academic journals; Fifth, innovate the system and mechanism, and establish a national unified, convenient, efficient and extensive new newspaper and periodical distribution system

in the Internet era, with the rise of new media and the in-depth development of the survival situation of the newspaper industry, how to improve the communication power of the newspaper industry has become its decisive proposition in the media market. As the commanding height of the industry, communication power is the internal productivity and core competitiveness of the development of the newspaper industry. The attention paid by the planning to this issue fully reflects the clear positioning of the management department for the future development of the newspaper industry

the five measures to strengthen the communication ability and public opinion guidance ability of newspapers and periodicals not only put forward requirements for the construction of the communication ability of national key newspapers and periodicals and local newspapers and periodicals, but also provide guidance for the "going global" strategy of newspapers and periodicals, and bring them into the scope of key support. At the same time, the plan deeply recognizes the important role of the development of academic journals in enhancing the national cultural soft power, and puts forward specific development goals; And pay enough attention to the reform of the distribution system of Party newspapers and periodicals, and encourage qualified party newspapers and periodicals to cooperate with the post office to establish distribution companies

Chen Kaixing, deputy general manager of Xinhua Daily Telegraph, believes that the public opinion guidance ability focuses on the social category, while the communication ability focuses more on the industrial development category. The combination of the two shows that newspapers and periodicals should expand their industrial radiation and influence while undertaking the society

vigorously promote the reform of the newspaper industry

the reform of the newspaper industry has always been one of the hottest keywords in the industry. The General Administration of publication has successively issued a number of specific policies in promoting the reform of the newspaper industry, which can be described as both a timetable, a road map, and preferential incentives. At the same time, under the guidance of policies, China's newspaper industry has actively practiced system reform, revitalized productivity, improved enthusiasm, and got rid of the institutional constraints that once restricted the development of the industry

the newly issued plan puts forward four basic requirements for system reform. The first is to implement classified reform and cultivate two main bodies. Looking back on the development of the reform of the newspaper industry, many people in the industry once felt that scientific classification was the key to the smooth implementation of the reform. They called for and longed for scientific classification and scientific reform. The importance attached to this issue in the plan reflects the determination of the management department to promote institutional reform. The plan clearly puts forward the reform ideas of promoting the transformation of national non current affairs newspaper and periodical institutions into enterprises, promoting current affairs newspaper and periodical institutions to deepen the internal system reform, stripping their operational business assets and establishing cultural enterprises

the second specific requirement of the plan for system reform is to crack the abuse of scattering and improve the industrial concentration. It requires that the number of newspaper and periodical publishing units throughout the country be reduced by 5000 during the 12th Five Year Plan period; The proportion of non independent legal person newspaper and periodical publishing units has decreased from about 65% to less than 30%. At present, the exit mechanism has been running in the traditional newspaper industry for several years, and has been launched nationwide after successful pilot projects in Liaoning and Hebei. At this important time node, the plan clarifies this issue again, and gives specific indicators for the exit object and exit method. In addition, the content of the system reform also includes two specific requirements: implementing the collectivization strategy, improving the level of intensification and specialization, scientifically allocating resources, and establishing a modern publishing system, and putting forward quantitative indicators and policy guidance for the collectivization construction of the newspaper industry and the macro-control role of the government

the plan highlights the need to solve the unbalanced development of the newspaper industry, and also shows the determination and confidence to continue to deepen the system reform. Taking the journal industry as an example, the imbalance is still very prominent: there are too many kinds, of which academic journals account for more than half. Moreover, many academic journals are scattered under the management of different departments, and the publishing resources are very scattered. This is actually a problem of imperfect system. For example, I recently went to other places to do a survey on the status of the periodical industry. There are eight Periodicals under the name of a unit, and these eight periodicals belong to three competent units and two sponsoring units, which is very complex to manage. This is obviously not conducive to making journals bigger and stronger. The plan puts forward four reform measures from the perspective of system reform on the issue of imbalance. This is not only the determination of the government, but also the requirement of the development of the situation. Hao Jie thought deeply about the possibility of accidents or deaths in the reform of the periodical system. At the same time, thinking along the direction of the goals formulated in the plan, I also have a little idea, that is, in the next five years, while continuously implementing the goals, there may be some foreseeable and unforeseen problems, which need our corresponding solutions. For example, the plan proposes that during the 12th Five Year Plan period, the number of newspaper and periodical publishing units in the country will continue to decrease, which means that there are two possibilities for the establishment of Roell Amsler company. One is to merge many existing newspaper and periodical units, and the number of newspapers and periodicals will not decrease; The second is to cut down a number of existing newspapers and periodicals. No matter what kind of possibility, there will be major changes in personnel, especially many small periodical publishing units. After the merger, resources, distribution resources, author resources, etc. will face a problem of adjustment. The integration of resources may mean the surplus of personnel, and the surplus personnel will face the problem of job transfer or even layoff. Therefore, we should not forget this in designing measures to achieve the goals of the plan, otherwise, the road of reform will not be smooth

digitalization strategy key words for the development of newspaper and periodical industry

at present, the digitalization construction of newspaper and periodical industry has already become the common choice of traditional media units after entering the new media era, and has received strong guidance and support from the General Administration of publication. In practice, the newspaper industry phalanx represented by Jiefang newspaper group and Ningbo newspaper group has established a relatively mature and perfect digital development system; At the same time, the digitalization of periodicals has also achieved full coverage from content providers to technical service providers, to online distribution platforms, to terminal reading and mobile reading

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