The hottest traditional media broke through the In

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Traditional media break through the Internet and both sides of the Taiwan Straits conspire for the development of digital reading

in this season of fragrant dragon boat festival dumplings, both sides of the Taiwan Straits will usher in the 2010 Straits forum. As one of the sub forums, the 27 cities across the Taiwan Strait Publishing Industry Development Forum undoubtedly provides a direct dialogue and future exchange platform for the cross-strait media industry. Publishing in the 21st century is based on all-round publishing. The rise of Internet and media is changing the reading habits of the public. The dominant position of traditional media is facing the strong challenge of online publishing. With the development of network infrastructure and information industry, the trend of Internet personalization is accelerating day by day, and the 3G era is coming. The dissemination of information is increasingly separated from the shackles of a single media, and tends to be free, convenient and virtualized. It is an urgent task for the traditional media on both sides of the Taiwan Straits to reorient their development path and seek breakthroughs in the tide of Internet. This time, the two sides gathered together with the help of the forum, or they could give each other a new idea to break through the dilemma in face-to-face communication

development status of cross-strait media industry

in the impression of most mainland people, Taiwan's media competition is fierce. According to statistics, as of September, 2009, there were 172 radio stations, 5 radio television stations, 8 satellite radio and television undertakings (operators of live satellite radio and television services), 99 satellite radio and television undertakings (providers of satellite radio and television programs) and 225 channels in Taiwan. In terms of newspapers, there are 2048 newspapers in Taiwan, which is comparable to the number of newspapers in the whole Chinese Mainland. According to the registered residence population of 23.119 million in Taiwan, almost every 10000 people have a newspaper. Fierce competition has led to vicious competition among Taiwan's media. To meet the market demand, traditional media are increasingly commercialized and entertained. But this still can not change the declining of traditional media and the general trend of digitalization. The penetration of Internet into various fields has greatly changed the behavior of media use. According to statistics, in the first half of 2009, the advertising volume of Taiwan's five traditional media, including television, newspapers, magazines, radio and outdoor media, dropped sharply by 15.7%. In Chinese Mainland, traditional media face the same dilemma

in recent years, both the traditional media in Chinese Mainland and Taiwan have begun to take steps to transform to new media, and basically synchronized in terms of digitalization

the traditional publishing industry in the mainland began to actively test the waters of digital publishing. It is reported that China Publishing Group and Shanghai Century Publishing have successively launched digital strategies. The transformation of traditional media publishing enterprises to digital publishing has become a common phenomenon in the publishing industry. Most mainland media began to develop station and network newspapers, and launched newspapers one after another. Taiwan's China Times Group also performed prominently in the transformation of new media. Through the acquisition of some TV stations and stations, it complements the advantages of newspapers and stations in resources, establishes a large department, and uses the concept of joint interview. The dissemination of reports is jointly completed by the stations and stations, with the network as the main body, and carries out reports at different levels according to the characteristics of different media. This is quite similar to the water ripple theory of Dow Jones group content production

multiple impacts in the era of digital reading

the emergence of Internet and new media represented by Internet has brought unprecedented shocks to traditional media. The strong involvement of Internet media challenges the position of traditional paper media and TV media. With the advent of 3G era and the rapid change of modern multimedia technology, audio books, video books, e-books and other books have developed rapidly, playing an increasingly important role in the publication family. In addition to the technological innovation in the terminal field, a new digital reading era is quietly coming. This can be seen from the hot market of the global e-book market. Compared with traditional publishing, digital publishing undoubtedly has many advantages

first, the price is low. As the online publishing is directly oriented to readers, the expenditure on intermediate links is reduced, so that the cost of digital books is only 30-70% of that of paper books. More content is available for free

second, it is convenient to search. Through the query of key words, you can quickly find the required content, which is the most significant advantage of digital books over paper books

third, free reading and large storage capacity. Readers do not have to be limited to time and space. No matter where they are in the world or how long they want to read books, they can download them from the Internet or order them through the Internet

fourth, publishing and distribution are carried out simultaneously. Digital books have been published in the traditional sense at the same time. Through the Internet, an efficient communication channel, the published content will reach the readers, truly realizing zero inventory

fifth, it is more green and environment-friendly. Paper consumes a lot of forest resources and will cause environmental pollution. In the future, online publishing will enable books to be fully downloaded and distributed, and make publishing a mode for information circulation in the virtual world. In this way, online publishing will become a real green industry

at present, the traditional media on both sides of the Taiwan Straits are facing the same challenges, but from another point of view, the group's main products are the replacement of imported cans, can covers, double zero aluminum foil blanks for packaging and electronics, positive oxygen materials for notebook computers, and traffic aluminum materials for automobiles and ships. This is an opportunity for change. For traditional media, digital publishing is a major trend. Data show that the total value of China's digital publishing industry reached 79.5 billion yuan in 2009, surpassing the GDP of traditional books, newspapers and publications for the first time. The statistics of the past five years also show that the annual growth rate of China's digital publishing industry is close to 50%. Digital publishing has become an important part of the publishing industry and a new growth point. The integration of traditional media into digital publishing has become an irreversible trend. If you want to occupy a more important position in digital publishing and control more discourse power, you must highlight the importance of content resources. This is exactly the advantage of traditional media

in the future, newspaper is expected to become a new highlight in the development of traditional newspaper industry. On March 28, the General Administration of publication officially launched the digital newspaper laboratory plan, proposing to make extensive use of various intuitive and durable digital publishing forms, including newspapers, to promote the integrated development of newspapers and new media. It is reported that the plan is an important part of the Eleventh Five Year Plan for the development of the national newspaper publishing industry (2006 ~ 2010)

relying on hardware terminals such as e-books, transforming rich content into digital publishing resources and establishing a unified content platform is undoubtedly another way out for traditional media

digital technology makes it easier to realize the production, storage, dissemination, reception and use of information, which also provides the possibility of mutual penetration for various media. Traditional media can learn from the technology and carrier advantages of new media, and new media can also use the content production capacity, credibility, brand advantages and other resources of traditional media to achieve a win-win situation. In the future, the communication mode of the platform will undoubtedly be the vitality of the media when it can interact with readers, three-dimensional and multi (2) sample blanks do not need heat treatment. In the Internet and 3G era, the integration and innovation of new media and traditional media is imperative

this time, the traditional publishing industry on both sides of the Taiwan Straits will gather together. In face-to-face exchanges, it will undoubtedly be easier to collide with ideological sparks

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