The monthly salary is 25 VS 5,000, why is the media product manager's income far exceed the reporter?

Original: Chen Ying

"The monthly salary of 17k -25K, 14 salary, the salary of the media product manager is so high!"

A newspaper reporter caused some discussions after sending this sentence in the industry exchange group. Many people shouted, "Is it too late to transform now!"

Why cause such a big reaction? It is not too much salary gap!

Finding questions, contacting interviews, and writing, the reporter worked hard to write a month of manuscript, and the salary was paid to 5K.

Why is the product manager's salary much higher than the editor reporter? What capabilities do media product managers need?

Why does the product manager pay 25K for a monthly salary?

On the recruitment website, the media tea will find that the People's Daily, Volkswagen Daily, Chinanews, "China Aviation News", Surging News, cover media and many other media are recruiting product managers. Recruitment positions involve new media product managers, Client product manager, etc.

From the perspective of salary, the media's salary for product manager positions is generally higher than that of editing and editing positions, and even the media has issued 17K -25K and 14 -salary salary.

Why is the product manager more "valuable" than reporters?

To sort out the needs of the product manager, the media tea will find that money is not so easy to earn. The rise of product managers in the past 10 years is the product of the rise of the mobile Internet. Its appeal put forward higher and updated requirements for the composite performance of talents.

Understanding the market, understanding of users, understanding of product planning, understanding, understanding, management, operation, and promotion ... do you think you have these? Can only say too young too simple!

In addition to these basic responsibilities, media product managers also need to have many "soft power": craftsmanship, learning ability, non -authorized leadership, understanding and love of media products, communication and coordination, and so on.

Does it sound versatile? The product manager properly "hexagonal warrior"!

In the opinion of Wen Yuanzhu, deputy dean of the School of Network News and Communication of Guangdong University of Finance and Economics, the concept of product managers in the media is actually regarding the content of the media and projects as a real product, which means that the media has product awareness and operates in the media to operate in the media. The management field is a major progress.

In terms of business capabilities, product managers need to integrate news editing experience, product thinking, and product architecture capabilities in the media manager. In addition to basic skills such as demand analysis and prototype design, it is also necessary to use content production, content review, content distribution of the news, editing editors The whole chain such as spreading operations has a deep understanding.

Taking every crossbow of the Daily Economic News, Zhang Cross Cross the Crossbow, the project he is responsible for running through the full phase of "Every AI Strategy", including AI writing, financial structured database, AI mining assisted workbench, and auxiliary workbench, and AI mining assistance workbench, AI mining assistance workbench, and auxiliary workbench, AI mining assisted workbench, and auxiliary workbench, and AI mining assisted workbench, AI collection assistant workbenquet, The design, construction and implementation of AI video, AI TV and other projects.

"To engage in product and technology development in the field of financial news, financial knowledge, journalism experience, technical means, product thinking, and communication skills need to be fully integrated." Zhang Cross said.

From the perspective of post functions, product managers must re -sort out their own resource advantages and combine product planning in combination with the current actual situation of technology, business, and industrial development, thereby deploying new products, new business, and research and development strategies.

In the process of accelerating the deep integration, the media established a studio in full swing, and the person in charge of the studio was also the position of benchmark product manager to some extent. In the Qilu Evening News, the person in charge of a "post -75" studio attracted the attention of the author.

"It is estimated that in many media, I have been photographed on the beach by young people at this age." And Xu Yuqin, deputy director of the Education News Division of the Qilu Evening News and the head of "Xu Yuqin Studio", took the product thinking for operations. , Realize the innovation and breakthroughs in content and operation.

In 2019, Xu Yuqin joined the Qilu Evening News and opened the column "Lao Xu Saying College Entrance Examination" and the live brand live broadcast column "Lao Xu Talk". The former became Qilu's one -point brand column. The maximum reading volume of a single article exceeded 10 million. For the latter, Xu Yuqin continued to be rich and innovative with his own product awareness. In 2021, the college entrance examination session columns revenue over 1 million yuan. As of the end of the 2022 college entrance examination season, the "Lao Xu Talk" has been broadcast for 308 issues. The total number of watching has reached 80.15 million, and the total revenue has exceeded the previous year, and the influence continues to soar.

At this time, I turned back to think about why the product manager was more salary than reporters, and the answer was about to come out.

"The product manager's salary is higher than the editor -in -chief. This is normal." In Wenyuanzhu's view, because the product manager played a core role in the field of editing, production, and operation of the media. Operate.

How is the "hexagonal warrior" made?

It is understood that the Zhejiang Daily Group Tianmu News client launched a studio mechanism and appointed more than 10 studio editors. In the process, the group tried to combine the content with operations, interact online and offline, and build a closed -loop operation from content production to promotion and realization, thereby promoting media reporters and operators to product managers.

Today, product managers, such applications, composite, and innovative talents who understand communication and technology, are becoming more and more popular with the media. What capabilities do media product managers need? As an ordinary journalist and editor, how can we transform the media product manager smoothly?

1. Establish product thinking

Thinking determines behavior. As a product manager, the first thing that needs to be established is to establish product thinking, fundamentally changing the business model of traditional media to B and TO G to TO C business model, and transfer the service focus from customers to users. "Qilu Evening News" has required editors, journalists, and operators to cultivate product thinking. "Let each content, activities, columns, etc. have user thinking and operational thinking." Chen Peng, editor -in -chief of the Qilu Evening News and deputy editor -in -chief of Qilu Yiyi Client, shared it to the Media Tea.

For example, the Qilu Evening News innovatively launched the "double -span" system, that is, the editors transferred to the operator or transferred to the operating department to use their advantages in content production and content planning, providing customers with more products and services and services Essence Taking the transformation of operations as a pilot to drive the entire newspaper's integration and transformation. In the process, the Qilu Evening News has always strictly followed the principles of editing and operation. Only through optimization of the system and mechanism, the integration of personnel and resources between different sectors has been achieved to form the maximum joint force.

In addition, in the system and mechanism, the Qilu Evening News set up a group of studios; in the incentive measures, project events such as creative planning competitions are launched every year, and the award -winning projects are supported by inspiring all the creative thinking, soliciting creative planning, and giving funding for the winning projects.

2. Strengthen professional ability, "stand on the shore to go to school and not swim"

Product managers must not only achieve the inherent business of traditional media, especially advantageous resources and brand value to achieve "teapot cooking dumplings -counting in the heart", but also can re -through the new technologies, new platforms, new models, new products, and new businesses. String inherent resources and advantages to systematically transform and upgrade to achieve the upgrade of inherent business models.

"For product managers, the core competitiveness is still professional ability and learning ability." Zhang Cross believes that if the editing business is not deep, there is no systematic understanding of content production and dissemination, and the product manager wants to transform the product manager. Lisai puts pepper noodles -enough. "

Looking at Xu Yuqin again, since 2003, it has been responsible for high education news reports. Since more than ten years, it has achieved the original accumulation of fans and formed a personal influence by opening a series of measures such as the opening of hotline telephones, establishing QQ groups, and opening public accounts. Along the way, Xu Yuqin completed the transformation of traditional media journalists and became a compound media person who focused on higher education news reports and college entrance examination policies. brand.

In Xu Yuqin's opinion, on the one hand, on the one hand, learning, the spring water is unable to do it, and the knowledge is not finished. If you want to be a composite talent, you need to keep your knowledge forever; on the other hand, you can learn from the shore. The key to swimming, to improve professional skills, the key is to continue to practice and summarize.

3. Can not "write code", but you must think systematically

Product managers often need to solve the problem of cross -departmental departments within the company, testing "cross -border" and series capabilities in order to communicate and cooperate with the editorial department, technical team, designer and business personnel.

Compared with the specific technical capabilities, product managers need to learn to be a systematic thinner.

Zhang crossbow, who studied economy, entered the media to work as a "monk halfway." "I first worked at banks and brokerage companies, and later became editors." In 2020, "Daily Economic News" launched the AI ​​strategy. Director.

"Product managers and reporters and editors are not posting positions, but to use solid editing capabilities as the foundation of the pyramids, and then continuously overlap the capacity of business development." In the perspective of Zhang Cross For people, the financial and journalist knowledge accumulated in the past is the cornerstone of the construction of products. The use of technology is only a means to realize products. The in -depth thinking and analysis of news and users is the key to breaking the old balance and creating new value.

It can be said that the media product manager "does not necessarily be proficient in code but understands technology to achieve logic", "not necessarily operations, but data statistical means to optimize content" "can not be PS but can optimize product interaction with design." In the final analysis, media product manager is a compound talent.

The high salary of the product manager has stimulated the nerves of many media people. As the old saying, the soldiers who do not want to be a general are not good soldiers. For reporters, editors, and operators who want to become product managers, strengthen their own media capabilities and cultivate product thinking, and make themselves into composite talents. It should be what it means.

The picture of this article is provided by the petals beauty

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