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The only way to overcome anxiety is to learn to be with anxiety.

Recently, more than one self-media friend was lamenting: it’s getting harder and harder since the media. Luo Chao Channel also observed that some full-time self-media transformation has started other industries, such as insurance or micro-business, and some have returned to the company from the media, and part-time self-media.

Self-medias who are still suffering, no matter how they do now, are mostly anxious.

Behind the collective anxiety is the change of the environment

The direct cause of collective media anxiety is that income has decreased. On the one hand, the advertising market, which is most dependent on the media, has turned sharply. On the other hand, many content platforms that have been loaded from the media have begun to tighten monetary policy, and subsidies have dropped sharply.

CTR data shows that the overall advertising market in China declined 8.8% in the first half of 2019. Both traditional media and new Internet media declined without exception. One of the business models of the media is advertising. Different types of media and different media have become more fierce for advertising cakes. Most of the advertising revenues from the media have been significantly affected, and the influence has further expanded.

At the same time, once Internet giants were doing content platforms, The hundreds of millions of real money subsidies for content creators to attract more content and form the “hundred number war” situation, once spawned a huge “numbering party” group, they just rely on the platform to hold subsidies can be monthly Enter 100,000+. According to Luo Chao Channel, many years ago, many self-medias that received tens of thousands of subsidies in the content platform have rarely received any more money this year.

After several years of development, the content supply has been very abundant, and the subsidies for content platforms have gradually declined. According to the content industry research report released by Baijia No.1 New List Research Institute, the number of accounts of Baijia has exceeded 2.2 million in the past three years, and the total number of works has increased by 143.4%, becoming the dual engine of Baidu “Search + Information Stream”. One of the core water sources. Although the Baijia number of advertising is still sufficient, the subsidies are significantly reduced, which reflects the trend of the content industry. It is not enough to hope that the content platform subsidies will survive.

How does the media get out of anxiety?

In this context, how to get out of anxiety for the media? Some directions are worthwhileReference:

1, content! content! content!

There is only one core value of the media, which is content. Continuously produce high-quality content, acquire and stick to target audiences, and then commercialize through various means such as advertising, e-commerce, activities, and services. Since the essence of media competition is content competition, the content platform realizes that it is promoting the transformation of content from quantity to quality and from multi-to-excellent. Today, the headline launched the Qingyun Award, the Phoenix is ​​the Qingfeng Award, and the Baijia No. 2019 The launch of the “Golden Mang Project” and “Hundreds of Lists” and other special content support, all reflect the concept of “good content”. Although the subsidies are reduced, the bonuses for good content are increasing, and many of the media that can continue to create high-quality content receive more than 10,000 yuan a month.

The media also took a lot of effort on the content to consolidate Content advantage or try to transform content. On the one hand, the self-media that has formed a unique content style has begun to consolidate its content advantages and work hard on interview resources, content depth, timeliness and verticality. On the other hand, new forms of content emerge in an endless stream. For example, comics became popular in 2019, and some self-media began to try to output new forms of content. In the content creation mode, less and less individual combat from the media, but institutionalized operation, attracting excellent content people to build a continuous production system of high-quality content.

2, since media positioning is becoming more and more important.

Someone asked, is it still possible to do it from the media now? The standard answer is that there are always opportunities for new players in any industry.

However, in the case that the media supply is so sufficient, it is very difficult for the media to “react with a hot spot”. Regardless of the old media, or new entrants, only a clear positioning, return to reader value, clear content level, form content characteristics, build content barriers, can only create a bloody road.

New entry players either have an innovative form of content or differentiated in the content category. The research report of the content industry of Baijia shows that the content barriers in the sports field are high and cyclical, and the reading pressure in the food field is relatively small. In such professional vertical fields, users have high stickiness and relatively small competition, which is more suitable for new account breakouts. Have the opportunity to make a business realization. The value of content is enlarged by service. Only the vertical industry can really sink, from content to service. Therefore, content verticalization is the prelude of content service.

Under budgetary constraints, Party A no longer treats itself as the media