Opportunity & challenge of traditional media in Internet era

17:43, March 24, 2010      

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He Jiazheng, president of People's Daily Online delivers speech at the 4th China-ASEAN Media Cooperation Seminar, which opens in Beijing, March 24

The 4th China-ASEAN Media Cooperation Seminar kicks off in Beijing on Wednesday morning. Hosted by People's Daily, the seminar will be held from March 23 to 25.

With the theme of the development of new media, the semiar will discuss two topics, including the current development of new websites and its trend and application of new media technology.

31 representatives from ASEAN Secretariat and ASEAN countries including government press officials and editors from leading newspapers and news websites are participating.

Following is the excerpt of speech by Mr. He Jiazheng, president of People's Daily Online:

●Statistics from the World Association of Newspapers show, in 2009, 507 newspapers in the U.S. saw drastic decreases in circulation. The Japanese newspaper Asahi Shimbun, the world's 2nd biggest newspaper, was suffering from its first deficit in 130 years since the start of publication. And in France, 154 out of every 1000 French citizens buy newspapers regularly.

●The total revenue of The New York Times dipped 11.5 percent in the fourth quarter of 2009 to 680 million dollars. Meanwhile, its Internet advertisement revenue rose 10.6 percent to 90.6 million USD, accounting for 23 percent of all its advertisement revenue.

●The rapid growth of new media puts tremendous pressure on and poses great challenges to traditional media.

●But along with these challenges, the media finds even more opportunities.

"The advertisement revenues generated from Internet accounts for 23 percent of all advertisement revenues of The New York Times." The Internet has given newspapers a new source of revenues.

Competition for users between traditional media and Internet media

·The growth rate of the Internet audience immensely outnumbers that of traditional media

·Change of reading habit of Internet users

·Concerns for future user market

The absolute number of users of new media is less than that of traditional media.

·The vast majority of important content on the Internet is first released by traditional media. Internet media just disseminate the content the second time.

·Traditional media's resources in brand, content and personnel accumulated over its long history is something incomparable for Internet media, and it is impossible to be surpassed by Internet media in short period.
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  • He Jiazheng, president of People's Daily Online deliver speech at the 4th China-ASEAN Media Cooperation Seminar