Cui Baoguo: The lack of top-level design for media integration

Cui Baoguo stated that "The New York Times' media integration cannot be said to be successful. The Washington Post has also done media integration, but it has now been acquired. Japan, the United Kingdom, and other countries have also done many media integration explorations. However, up till now, this is still a common problem facing the whole world."

In the past 30 years of reform and opening up, the goal of the media industry has been very clear, the media has developed in an orderly manner, and it is advancing with progress. From 2004 to now, the scale of the media industry has grown from a sales volume of 300 billion yuan to a turnover of one trillion yuan, which is equivalent to a three-fold increase, and the amount of advertising has turned over 700 times that of China in the early 1980s.

China is very confident and clear step by step. However, in recent years, the depressed development of the newspaper industry has made everyone very confused about the development of the media industry. Until this year, the country’s newspaper industry has been falling for four consecutive years.

Cui Baoguo said that the current thinking of decision makers is backward, and the integration of media lacks top-level design. Cui Baoguo said, “The current manager's theory and management philosophy are lagging behind. The majority of the managers who have mastered media choices in China are from the traditional media. Their education and values ​​are still influenced by the concept of Soviet journalism. Impact."

In addition to the managers of traditional media, the management of new media is not comprehensive enough for the new media. Cui Baoguo believes that leaders such as Ding Lei and Lei Jun are the leading figures in the new media. They are developing software and learning communication and are leading the new media in a technical way. They not only lack understanding of the entire media industry in a country, but also lack public policies and social responsibility. Understanding.

With regard to the current problems of media integration, Cui Baoguo believes that managers of traditional media and new media all need new ideas and ideas and need to learn from each other.