From San Francisco on the west coast of the United States to New York on the east coast, the flight time takes 5-6 hours, almost the same as Lhasa flew to Beijing. Although the economic and cultural differences between the east and west coasts are not as good as those in Lhasa and Beijing, they also have their own characteristics.
New York is known for its financial and media industries, and San Francisco is the center of the US IT internet industry. San Francisco has created a variety of new technology products, and New York is the place to make these products become mainstream - through mainstream media coverage, or a large-scale use of this technology (the financial industry is the first to use computer technology outside the military industry Industry).
From the characteristics of these two cities, science and technology media have become their common topic, especially how technology can change the media industry. At the Mashable 2014 media summit held in New York, few people talked about advertising, and many people talked about technology.
Pete Cashmore, the founder of Mashable, also shared his views on how the "tech media" made content and dissemination.
The most direct integration of media and technology is the reporting of technology, but this is only the first step. Technology media, in addition to reporting on science and technology, is more important to be able to use technology to serve their own reports. Pete introduced them to a system called Velocity. Through this system, Mashable's editors can know what is currently popular on the Internet and what content may be popular, so as to provide reference for the next topic.
“We started by looking at the changes in our content on our website to see what's going on in our website. But then we started monitoring the entire Internet to see what's going on,†Pete said. The word big data has been overused today. Mashable is a media that truly has "big data thinking."
In addition to Mashable, the Huffington Post will also focus on what's popular on the Internet based on popular trends, and their approach is to focus on people's search behavior on search engines.
Both Mashable and Huffington Post were established in 2005 and can all be Internet media with certain qualifications. However, in recent years, the rise of media such as Buzzfeed seems to have stolen the limelight of established media. Pete is more frank with this. He said that there is no company in the world that can be regarded as "safe." Competition will exist every day. However, as far as competition is concerned, he believes that different media provide different values ​​and people are spending more and more on content. There are no cases in which you live or die.
Content is the root of the media. Whether it is the use of technological means to predict impending content, or to do better and deeper originality, the core is to attract readers with high-quality content. Talking about readers, it will lead to a problem of content distribution.
The popularity of Buzzfeed is closely related to social networking, and a large part of their traffic comes from people sharing on social networking sites. Facebook's importance to Buzzfeed even exceeds Google's. However, Pete said that Mashable's traffic is very fragmented, and no matter whether it is a social network or a search engine, each traffic source occupies less than 20%.
This is a very healthy state, so that traffic to your site will not be affected by upstream sites. Just like e-commerce companies, if there are 30% of orders in Taobao, Jingdong and Amazon, then they will not be controlled by any platform. At the same time, traffic dispersion is also the liberation of content. Pete opposes creating different content for different traffic sources. He believes that content should not be affected by the channel, but in the dissemination, different optimization needs to be done for different channels.
When it comes to communication, Mashable's approach is also very commendable. For Facebook, Instagram, Snapchat, Vine and other different channels, they all have different teams responsible for content marketing. Of course, for domestic media, in addition to Weibo and WeChat, communication platforms may lack other channels that are worthy of attention.
To say that back to science and technology and the media, another hot topic this year is machine writing. This is also the representative of the media industry that makes full use of technology. However, Pete said that this kind of writing may only be suitable for broadcast sports events or stock market broadcasts. Such reports are often simple and routine. “Machine writing does not replace reporters or editors. They can do some simple writing instead of reporters and editors, and this actually liberates reporters and editors, so that their creativity can be better played.†He said.
However, the media does not need to rely entirely on science and technology. For some traditional media, they cannot lose their true qualities while they are transitioning. Joanna Coles, editor-in-chief of the fashion magazine Cosmopolitan, said that although technology has been changing the media, for a magazine, it is still very important to make magazines "like a magazine."
Joanna actually reminds media people that while everything is being Internetized and mobile internet is being used today, a media can't be a slave to technology while using these technologies.
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