From "News Editor" To "Oroduct Manager": The Transformation Of Thinking Mode Of Media Professionals In The Era Of New Content

In the new content era,the competition between media has risen to the competition between the entire content ecosystem and the "cross-border competition" between different content products.As one of the content producers,traditional media people are beginning to face the challenges of the times.For many traditional media people,transformation has become a necessary way,"how to transform?" And "where to turn?" Has become the question of the times.In the "self-help" measures of traditional media,media integration has become the most important way.They invest in new technologies,expand new channels,add new departments,expand new businesses,and try to get rid of the dilemma of falling attention and insufficient revenue.However,due to the limitations of the media management system and the thinking of news editors,the pace of their transformation has been limited.In the new content era,the content itself has exceeded the scope of "information" and upgraded to a product form,and the operation mode of the product needs to follow the business logic of industrial development and use product manager thinking to solve problems.At present,some well-known self-media have used product manager thinking to explore their own transformation methodologies and achieved corresponding results.The Ciweigongshe is also one of the leaders.This article takes Ciweigongshe as the object of investigation,observes and participates in the practice of content production,event operation,team management,personnel training and other aspects of Ciweigongshe through field visits,in-depth interviews,case analysis,etc.,and explores how Ciweigongshe completed from The transformation of the "news editor" thinking into the "product manager" thinking summarizes the methodology generated by the Ciweigongshe in this transformation process,and refines the principles that can be used for reference in the transformation of other media people.This article believes that the transformation of news editors into product manager in the new content era must follow three core principles: continually create more high-quality commercial content,reduce unnecessary cost consumption and invalid transmission,ensure the social value of content and adhere to the moral bottom line.In the process of transformation,media people need to jump out of the narrow thinking of "audience" and re-examine the changes of content consumers' preferences from the perspective of "user".In the transformation process,we can practice from multiple angles such as "user experience","product value","technical cost","cooperation model","version iteration","ethical bottom line" and so on.