Now，Digitalization has become a topic that the media and journalists cannot avoid。How to use a digital method to affect the content of the press and publication and the means of communication，It is a problem that journalists face and need to solve。Recent，The reporter interviewed related journalists and scholars in the United States around this topic。

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For the American news industry，The Internet becomes a "stirring" is not a cold。In the process of obtaining user concentration，Traditional news media is now facing social media、Application software、Games and on -demand programs and many other opponents，Methods of traditional media production news seem to have been high and widow，Slow reform progress will lose the attention of the user's dilution。

The Virginian Pilot (The Virginian Pilot) is a local newspaper，This "niche" newspaper is said to be hard to survive under the impact of the Internet。But，After some digital reforms,，The newspaper is far ahead in many ways。This brings the most important revelation to the US newspaper industry，That is the content of the data analysis determination to edit the content。Brief words，User's data feedback is an important indicator for determining the content Bet365 lotto review and editing method of news writing。

In fact，Starting in 2017，"Virginia Pilot" has canceled the printing version，Realized the first huge transition in 154 years。The newspaper began to shift from paying attention to printing products to establishing a digital user group，Corresponding to it，Establish a digital report team，Digital monitoring of the production process，Including response to hot topics and emergencies of the day，Female data on the manuscript。

The newspaper editor Jeff Reece said，The integrated news editor room changed the traditional news production rhythm，The monitoring and evaluation of the manuscript is mainly based on Internet feedback，Adjust the manuscript structure by monitoring the feedback of each manuscript，If it is monitored to determine the proportion of regional news per period、Topics that users are interested in，Adjust the later editing plan。

It is worth noting that，false attention brought by the "Title Party" distinguished，The click -through rate is just one of the evaluation indicators。They also refer to the user's stay in the cover news and the average stay time of each article，and make a comprehensive evaluation of the manuscript。

Specifically，The team created the "Custom participation index"，Use the digital evaluation system to measure the situation of each news element，and enable the staff of the news editor room to understand，How do they improve their work to help expand the digital user group。This indicator blends the page Bet365 app download views such as page、Reading time and social media participation，and provide additional weights for the participation of local users and loyal users，This helps the news editor room to better serve and attract paid subscribers。other，They use tailor -made index combinations to emphasize the priority of the news editor room，Make sure that reporters will not evaluate only based on one data point。

Reese said，The news editorial department must carefully study the data of the digital report team every issue，Research on the type of news that users like，Adjust the editing work according to the relevant data。He thinks，The value of this is to link the two departments，Promote editing from the perspective of issuance，and reporters and editors also have the right to know the data，This helps the team re -arrange important matters，and solve the problems of previous feedback on readers' needs and lower participation of readers，It can also make precious resources and energy for truly influential news production。

Through this series of operations，The newspaper found and canceled some less influential news reports，Reduced the energy investment of the editing team in these reports，As a government meeting news。It is worth noting is，This method brings good benefits to the newspaper。After digital reform，Reader participation satisfaction indicators are 11%-22%higher than before; page views increased by 32%year -on -year in 2018，The average reading time increased bet365 live casino games by 23%，The proportion of local news reading has increased by 26%。

　　Be alert to "Drive First"

"Virginia Leadership" is not a lonely example。Under the impact of Internet technology, especially social media，Traditional heavyweight media represented by the New York Times have begun digital transformation in recent years，Although this still cannot prevent people from losing confidence in traditional media。

According to relevant data, it shows，The total number of employees of major US newspaper companies is currently decreased by 270,000 compared with 1990，More and more reporters and editors leave this field，More and more Americans have begun to obtain news information through social media platforms with fake news。

In recent years，The rise of the polymerization platform has brought obvious challenges to digital transformation of the media。From the perspective of the media consumption chain，Social media and other platforms can better understand user preferences and behavior habits through scientific and technological means，The sensational titles and unusted stories will bring a lot of traffic。But at the same time，false news、The emergence of homogeneous content，Makes news production increasingly lack of boutique consciousness，"The first traffic" industry creed slowly trapped in trouble。

"Atlantic Monthly" comment，Social media often track the viral news replication process，They can extract a report point of traffic from many subjects，and optimize the search engine Bet365 lotto review to increase the click -through rate。But in this process，News quality is difficult to obtain protection，News reports have changed from personalized or even artistic production process to simple replication and paste。This is extremely fatal for the development of the entire new media。

Crime and abuse of increasing traffic，Rebecca Baker, president of the American Professional Journalist Association, said，With a large loss of news editors，Currently many news and editors of news positions start to overturn。Beck has investigated a local media，Each employee can "manufacture" 7-8 manuscripts a week。For this，She thinks，Everyone must make a personal choice，Some reporters are more suitable for emergencies or investigation stories，But this requires more time。

Jared Brey, a commentator at Columbia News Review Network, a reviewer of Columbia University, said，The basis of the news work is content，It must have credible high -quality content，can the news agency be invincible。

　　Digital marketing

Corresponding to the production of digital news content is digital marketing。How to make more readers come into contact with news that they are interested in，It's not just the responsibility of the traditional newspaper issuance department，replaced by，Start from the production of news content，Marketing consciousness has penetrated into it。

Frank Mulhern, a professor at Northwestern University, believes，The media is in a digital revolution，bet365 live casino games Digitalization of information links news marketing to consumers，In the process of media transformation, you need to use more integrated marketing and communication。

Mulerhn said，Now the news has contact with users through digital interfaces，The role of the media in marketing and communication practices shifts from the strategic execution of information to understanding consumer needs，and extend to its consumption method。He thinks，News agencies must realize，The original media planning strategy has been dynamic、The process of automation is replaced，This process is more based on the intention and behavior of consumers。How to understand and grasp consumer information flow，Become the focus of attracting advertising and other market behaviors，In the process, we should mainly grasp several core principles，Attention to consumer insight，Use data to drive decision -making，Communicate with other stakeholders with cross -media。Obviously，This series of changes will bring a brand new digital world management framework。

　　(Our newspaper Boston, June 3rd)