China's newspaper industry faces the double challenge of survival and reform
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In May 2009, Warren Buffett said at the company's annual shareholders meeting: "For most newspapers in the United States, we will not buy stocks at any price." The fate of Buffett and the newspaper is actually: like reading the newspaper, reading 5 copies a day; holding the "Washington Post" stock for 30 years, adding 128 times, which is the most impressive investment performance of the Palestinians.
Indeed, the newspaper’s “lostness” seems to happen overnight. In October 2008, Gannett, the largest newspaper group in the United States with 85 newspapers, announced layoffs of 1,000 people. In December of this year, the US newspaper giant, the Forum Company, which owns the Los Angeles Times and the Chicago Tribune, filed for bankruptcy. In March of this year, the 146-year-old "Hundred Years Old" newspaper "The Seattle Post" was suspended and became the first large newspaper in the United States to completely break away from paper media.
After the outbreak of the financial crisis, the US newspaper industry was in full swing. The circulation of 507 daily newspapers dropped sharply, and 15,000 newspaper employees were unemployed. The Wall Street Journal was forced to reduce its layout. The New York Times had to give up the tradition of nearly a hundred years and set up a large advertising page on the front page... All of this made it difficult for the newspaper to be labeled as “traditional paper media”. It seems even more bleak.
In 2008, when the US newspaper industry was in trouble, the total printing volume of Chinese newspapers also decreased by 2.45% year-on-year, the first decline in 16 years. The Chinese newspaper industry, which was originally "growth-long" and later than the West, has not yet entered the "mature period", and it has also entered the "decline period" in the first few years of the 21st century. As early as 2005, the emergence of two landmark events has shown the "decline" of China's newspaper industry. First, the performance of "Beijing Youth Daily" has fallen sharply. First, the growth rate of newspaper advertising is lower than GDP growth for the first time. Also in this year, the total amount of newspaper printing in the country fell sharply, and newspaper printing suffered a "cold winter."
With the rapid advancement of information technology, traditional media based on paper has been on the defensive. Today, many people no longer need to get news by reading newspapers, watching TV or listening to the radio. As a new form of communication, the new media has won the audience of traditional media for decades or even hundreds of years in just 10 years. The "one-night recession" in the newspaper is due to the "rise of the night" from the new Internet media. The financial crisis has only "forced" this moment to come ahead of schedule.
As a result, the growing Chinese newspaper industry has faced the double test of survival and reform.
Since the launch of the first batch of cultural system reform pilot units in 2003, China’s newspapers and periodicals have undergone restructuring for six years. For the newspapers and magazines, whether it is a business unit or a public institution is not a choice that needs to be faced. The national newspapers and periodicals, including most of the newspapers and periodicals in the central level, have been transformed into enterprises. Now it is necessary to consider how to change.
In fact, after 30 years of market storms in the Chinese newspaper industry, some of the more market-oriented newspapers are currently facing the constraints of corporate units and business management, which is the low efficiency of the Chinese newspaper market. The reason is. Many non-temporary newspapers, which are hard-rooted at a loss and no one to watch, consume a lot of resources in vain, which is not responsible for the readers, but also a great waste.
In 2009, the state ministries and commissions reorganized the system one step ahead. Under one order, units that did not change before the end of 2010 will be automatically cancelled. In the next step, the restructuring of newspapers and periodicals has been close at hand. It is reported that the State Administration of Press and Publication has passed the implementation rules for the reform of non-temporal newspapers and periodicals, which will be promulgated in the near future; the exit mechanism of newspapers and periodicals is also being piloted and will be rolled out nationwide soon.
Not long ago, the China News, which was founded in 1993, was seriously insolvent due to poor management and was approved by the General Administration of Press and Publication. This is the first central news newspaper in China to close down. The collapse of such a newspaper at this time indicates that the reform of the Chinese newspaper system is on schedule and is being implemented.
This is the worst era and the best time. At the World Media Summit, which just ended in Beijing, delegates formed the consensus: "With the rapid development of new technologies, the real impact of the financial crisis is actually accelerating the process of global media change." At a time when Chinese media strength is being watched by more and more world peers, the Chinese newspaper industry has found the best time for reform.