Chapter 51 New Media Theory: Do not do media, do hypermedia!

"The average growth rate of the global new media industry has reached 20%, and China is one of the most potential new media markets." said David Calhoun, chairman and CEO of AC Nielsen, the world's largest media research company.He pointed out that with the development of IPTV, mobile TV, broadband Internet TV and outdoor media, the global media market is undergoing profound changes, especially in China, an emerging media market with a huge population. And Focus Media, which starts from building TVs and sells advertisements through the channel carrier of LCD screens, has completed the layout of new media at a speed that surprised the industry in a short period of time, and built a network that includes building TVs and store terminal TVs. A relatively complete new media industry structure and media network combination, including the three major business segments of digital outdoor advertising, Internet advertising, and mobile wireless advertising networks, including apartment elevator posters, outdoor LED, and cinema advertising. At the same time, Focus Media has been planning for a long time The future new media horizontal strategy will expand and enhance the value creation ability of Focus Media's new media through combination.

Anytime, anywhere, anyscreen, this global trend proposed by Wired magazine in 2005 inspired Focus Media and Jiangnan Chunxin. media", and this time, their eyes were on the world. When all advertisers are researching content creativity in order to attract the audience's attention, Focus Media proactively introduces another "channel" concept into people's vision, that is, "channel media" that is different from traditional "content media".Starting from the life trajectories and information needs of different types of audiences, discover and build media in people's life contact points, and form a large, segmented, accurate and effective channel network, and improve the effect of media through the accuracy and breadth of this channel , forming an inseparable "channel media".

Therefore, Jiang Nanchun faced the question more than once from the outside world that "Focus only advertises and does not make content will restrict the development of Focus", and every time he patiently explained his media philosophy to the questioner: "Focus Media's media network is Starting from the life traces and information needs of different types of audiences, discover and build media in people's life contact points, and form a large, segmented, accurate and effective channel network, and improve the effect of media through the accuracy and breadth of this channel , advertising information does not need to be attached to the backbone of the content and can be displayed and survived independently."

A considerable part of traditional content media advertising costs is used in content production, just as the American media sociology master McLuhan said "paid reading"-advertisers pay indirectly for consumers to watch content.How to make advertising effective?The content media can only stick to the content to the end and attract audiences by content, but this will increase the cost of advertising.Another way is to make the advertisement more compatible with the content (advertisement built-in), and fight against the sieve that consumers use to filter redundant information. The purpose is to reduce advertising costs while adhering to the content route.When many viewers came to their senses, they shouted "I was fooled".

On the one hand, due to policy restrictions, Focus has not been able to obtain the qualifications to produce content; and Jiang Nanchun, who has channel advantages, has made it clear that even if Focus obtains a license to produce programs or news, Focus will not broadcast programs, but will be a pure advertising media, Focus will adhere to the "channel is king." "We never thought about making content. First, the time is too short, and the fragmented content may not be valuable to users; second, when you broadcast short news, there will be no advertisements, and your business model will become a problem." Jiang Nanchun said with a smile, "I don't think being able to publish content is necessarily an advantage. At least from the current point of view, it is a better choice to promote consumer-related information."

It is believed that the way of channel media advertising is more mandatory, and the information is "pushed out" so that consumers can hardly dodge.The compulsion of building TV advertisements comes from both vision and psychology.When people are bored waiting for an elevator, it is better to watch TV than to be bored, even if it is an advertisement.For those advertisers who want to twist the necks of consumers to let them watch advertisements, what is more attractive is the advertisement method with a certain degree of compulsory viewing.It is this kind of compulsion that makes Focus's building TV advertisements popular with advertisers and has become the fastest growing advertising channel in recent years.

Napoleon said: "The reason why my French army is invincible is that when we seize the commanding heights with the enemy, we always take the first step and occupy a favorable terrain ahead of them." Due to its strong position, Focus has already looked down on many markets. "Focus will not pay special attention to some industry markets." Jiang Nanchun said confidently, "Actually, when they mature, we do not rule out mergers and acquisitions by means of capital." In addition, when focusing on building a castle, it is not an expansion in the traditional sense of changing a place with a single shot, but a steady and steady penetration. "The market structure established by Focus cannot be rewritten by other operators if they say they can," Jiang Jiangnan told the author. would easily choose another advertising agency."

The excellent performance in the market has repeatedly strengthened Jiangnanchun's confidence in seizing media channels.New Focus must carry out the channels to the end and be the king of channels.As a result, Focus often signs exclusive agreements with its partners. Through the possession of the non-renewable resource of advertising space, it controls the channel, and advertisers have almost no choice.Once Focus has formed a monopoly advantage in a certain field or territory, the game between advertisers and it will inevitably end in failure. Analysts have found that within a specific customer group and a certain type of media mix, different media mixes will not exclude other media, but can also form complementary effects. The audience aged 18 to 54 received 6% of the Internet advertising effect twice (without reminder recall), but the advertising effect of one Internet advertisement plus one broadcast (same budget) was 27%.

The American Magazine Association has also conducted a media mix survey. Based on the research of 59 brands, it is pointed out that after the increase in the media mix (including TV and radio) of magazine advertisements, the overall advertising costs remain unchanged, while the overall media has a Efficiency is greatly improved.In the long-term observation of the same group of brands, with the same overall budget, moving 5% of advertising costs from TV to magazines will almost double the average media efficiency.Part of the reason for this, of course, is that it is the journal associations that do the research.However, in a specific customer group and a certain type of media combination, it still shows that different media combinations can indeed bring about different effects, and it does not exclude other media, but complements each other. This is a way of survival , can also guarantee a win-win situation.

This kind of result has given media staff, especially advertisers, some ideas: they should be brave enough to take responsibility and actively provide data to advertisers. Good results can make advertisements sell better in the future, and poor results can be improved. Everything is oriented towards return on investment, trying new media combinations, and looking for a "perfect match" in the new media era. In the early years of Focus, the establishment of its advantages was reflected in its competition for channels to a considerable extent. The advertising audience was divided into different target groups, and the customer products were subdivided into different categories. Some channels were vigorously competed, and some channels were suspended. Enter.The target is mainly targeted at the "three high" (high income, high education, high consumption) crowd with a monthly income of more than 3,000 yuan. During the short time when they wait for the elevator at least 4 times a day, mandatory advertising viewing is formed.

Now Focus is more reflected in its combination of media. In March 2007, Focus Media acquired Allyes and began to enter the Internet in an all-round way. In this regard, linking major video networks and uniting mobile phone advertising is also a reflection of Focus Media's search for a perfect match between media. "Focus should not provide advertisers with a single product, but an overall advertising marketing plan. Classified website marketing is also a part of comprehensive integrated marketing, just like Focus's fashion network and other subdivided networks. And they have common characteristics.” This is Jiang Nanchun’s idea of ​​media combination. "The classified information website should have a communication concept similar to that of Focus, that is, strive to make the communication more accurate. Some advertising information may be useless to many people, but for specific groups of people, such as logging in to these categories People who use a certain type of information channel on an information website, or people who subscribe to services related to Focus Wireless, for them, these are useful information.” In the next step, there may be a preliminary integration of focus media and traditional media.Having tasted the sweetness of Internet advertising, the accuracy of mobile advertising, and the shock of movie theater networks, TV advertising, a traditional media with high coverage for families and nights, has become Jiang Nanchun's key consideration. "Where there is a hole, there must be a hole, and there is no hole to make a hole." The development space of focus media is immeasurable, and it must develop in a more and more refined direction. Analyzing factors such as the development of digital technology, changes in lifestyles, the trajectory of media evolution, and the influence of public opinion, media mobility is an abstraction and generalization of many phenomena and events that have occurred. The tide of thinning and miniaturization of newspapers is surging, trying to meet all the reading needs of people in the process of moving or moving space, thereby expanding the coverage of newspapers.Traditional newspapers for people to read on the table have been transformed into newspapers that are easy for people to hold and read, and then transformed into newspapers that are easy for people to read on the move. In fact, the evolution track of the mobile print media has been clearly discernible. In the field of broadcasting and television, broadcasting is becoming stronger again, and what it adapts to is the information needs of the mobile population.Whether listening in a car or on the move, radio has become an important companion medium.Adding the radio function to the mobile phone is a special response to the trend of mobile broadcasting.TV sets are increasingly used in vehicles and in outdoor spaces, and with the emergence of new forms of information dissemination such as building TVs, what is the competition for? ? ?people's attention and time slots. The trend of media mobility is also reflected in the Internet.Internet content and services are provided in more and more ways, and their use is more and more convenient. They are changing the political, military, economic, cultural, and social modes of operation more and more rapidly and profoundly, making more and more countries become "car wheels". The nation of the world” and at the same time, it is becoming the “nation of the network” first and faster.Especially the realization of mobile Internet access, the changes triggered are more likely to be beyond imagination, which will inevitably affect the pattern of public opinion and the direction of the media. "The timeliness of communication with visitors is a major factor that restricts the profitability of the website." Using the combination of the Internet and wireless mobile, the mobile website realizes the direct SMS communication between the website and the mobile phone, which minimizes the business loss rate and greatly improves the profitability. The CSNW report also stated that "the combination of mobile communications and enterprise websites has added new opportunities for information transfer and profitability improvement between enterprises."Another data suggests that the profitability of mobile websites is 33.8% and 18.6% higher than that of display websites and interactive websites, respectively. Media mobility is a historical trend that cannot be ignored.To maintain the influence of public opinion and the ability to control the pattern of public opinion, research and investment must be made at the strategic level.Focus and Jiang Nanchun are undoubtedly well versed in this.Focus Mobile's mobile advertisements have well linked to the points that have not been tracked by the media in Focus's life circle.Because of the close relationship between mobile phones and people, they can cover all the trajectories of people's lives, thus perfecting the concept of media groups in the life circle. So, in the next step, how will Jiangnanchun and Focus Media strive for further coverage and greater mobility of the media.The combination of traditional media forms and mobile communication tools such as mobile phones may be a trend.On the whole, how to make the product form form a new product chain will further expand the influence space of Focus Media. "What kind of company do you think Focus is becoming more and more like?" Jiang Nanchun asked. "It's definitely not like Viacom, and it won't be Murdoch's News Corporation." Jiang Nanchun immediately denied, "Google! Google is a digital media platform." Jiang Nanchun was greatly inspired by Google, because Google itself Instead of producing content, what it does is to realize one-to-one connection between massive information and massive demand, so as to realize value-added flow.Jiang Nanchun believes that in this regard, Focus's setting for its future is similar to that of Google. "The overall rise of China's new media, represented by Focus, not only shows the maturity of a series of new media industries, but more importantly, it means a new understanding and interpretation of the media." The birth and growth of new media The motivation comes from the integration with consumers' lifestyles.It follows people's life trajectory, and it goes wherever people go, and then forms an effective networked contact point.Therefore, it is a derivative of life ideology, and its transmission method is no longer top-down, but parallel horizontal transmission.The most obvious feature is that its content is purely commercial and life-oriented. After accurately analyzing the mobile and group characteristics of people's lives, Focus Media advertises to the target audience in each circle through its own network and various fields.Through mergers and acquisitions, Focus has also carried out a nearly perfect extension in physical space. So, will the extension of the media space be the next step for Focus and Jiangnanchun?Professor Huang Shengmin boldly predicted: "In the future, it is estimated that Jiangnanchun will continue to make efforts, that is, to continue to expand in the field of new media, and to implement the concept of life circle media in order to obtain the optimal space for commercial development." "The media has a strong temporal and spatial nature. Whoever can reorganize the communication relationship of time and space will have the opportunity to create value in the media." Advertising expert Professor Jin Dinghai thinks so when analyzing Focus's mergers and acquisitions. "Focus' merger and acquisition is a strategic behavior based on a mature media operation model and commercial return value. It seeks to maximize the coverage of life gathering areas, breaks through the space limitations of traditional media, and is committed to creating a media that combines life and non-life, The power of communication in the process space of work and non-work or in the environment of involuntary retention, especially pays attention to the expansion of deterministic communication in the state of uncertain awareness of consumers. Therefore, the advantages of Focus Media are worth looking at, not only has a strong The penetration of advertising and the comprehensive influence on the audience are also rapidly emerging. In addition, for advertisers, this move will build a three-dimensional, seamless, and precise strong communication model, which will greatly increase the return on investment of advertisers. " "Anytime, anywhere, anyscreen", the global trend proposed by "Connection" magazine in 2005, Focus has been getting closer and closer.Focus advertising has been everywhere on outdoor LCD screens, computer screens and mobile phone screens.Moreover, Focus and Jiangnanchun are still moving forward. As Jiangnanchun said, "the current success is only the beginning of the next step."And people can also look forward to the next myth staged by Focus and Jiang Nanchun with full confidence.