There are more than 10 million readings in a single article, and a single book has 100 million+!The explosive password of Rong Media Book was found!

Original: Ge Chang

Just selected for the "Literary and Art Joint Book List" in June, and broadcast on Anhui Radio and Television. Mr. Sxiong's creation and the "Wan Yun Eight Records" published by Anhui Literature and Art Publishing House, "Anhui Yun Eight Records", was bursting out again, which was warmly discussed and liked by readers.

"Anhui Yun Eight Records" is the third part of the series of "Anhui and Beauty Trilogy" created by Sxiong's creation, and the other two are the "Huizhou Eight Ji" and "JAC Eight" published by the previously published.

The author has worked in the Anhui Branch of the People's Daily for more than 6 years. During this period, he traveled through 16 cities and nearly 100 districts and counties in the Jianghuai land. He used the condensed and beautiful strokes to record the mountains and rivers and customs of Anhui land. From the perspective of the media, he proposed a deep thinking about the history and reality of Anhui Essence In terms of form, he adopted the integration mode of "paper book+sound book+short video" to launch this unique set of media books.

After this book is pushed on the new media platform. The reading volume of a single article is more than 10 million, and the single book even gets 100 million + all outlets.

How does Rong Media Book create such a huge communication effect? What is its explosive password?

Recently, the Media Tea Society Dialogue Dialogue, the head of the reporter and senior journalist in Anhui, the director of Anhui, director of the documentary program of Anhui Radio and Television, Li Jing, director of "Anhui Yun Eight Records" micro -video director, Yao Wei, president of Anhui Literature and Art Publishing House, Anhui文艺出版社副编审、《皖美三部曲》责任编辑韩露，皖新传媒文化消费总公司总监金岳晴，“We领读”总策划、主任播音员赵媚等专家，探讨融媒体书的The content, form and communication method, decrypt the explosive password behind it.

Content password: "Beauty of Word+Beauty of Numbers"

Rong Media Book is a matrix of "Books". It is an emerging style of book publishing and dissemination based on paper books and electronic books.

Under the influence of melting media thinking, the most basic difference between melting media books than ordinary paper books and e -books is the advancement of its content. Specifically refers to the mode of "text+digital" interoperability. Diversification and information carrying boundary expansion.

Under the blessing of QR code and three -dimensional code technology, readers can listen to sound books, watch short videos while reading text, and get a more immersive reading experience.

But the overall development of the media book is not optimistic.

At the first National Reading Conference on April 23 this year, Rong media books did not become a unit independently, and the number of books was relatively small. Search the "Rong Media Book" entry on the Zhiwang platform, and only get 15 related documents.

How to merge the media books, what pits, and how to avoid pits, lack the theoretical guidance, but also lack the guidance of realistic cases.

Under such an unknown situation, Mr. Sxiong's "Anhui and Beautiful Trilogy" adapted to the current communication characteristics and readers' needs, pursuing high -quality content and focusing on diversified expression. "Sample book".

In terms of the creation of the content of Rong Media Books, Han Lu, deputy editor of Anhui Literature and Art Publishing House and the editor of the "Anhui and Beauty Trilogy", introduced: "" Anhui and Beauty Trilogy "is based on the deepening of the text content, and adds two to the end of the chapter. The dimension code, with the paintings of the paintings and a short video of about 3 minutes long, provides a reference for the creation of other melancholy media books. "

When reading books, readers can not only enjoy the beauty of deep text, but also come into contact with fresh and interesting digital content.

The uniqueness of the book is that, on the one hand, the author brings readers into Anhui unique local customs and humanistic heritage from a unique perspective, accurate condensing and beautiful text, and feel the unique Hui style and charm of Hui style.

On the other hand, through the natural landscape and historical relics, the author deeply digs the hidden stories and secrets behind it, and puts into his own thoughts on society, culture, and life. , I realize it.

In the "Eight Gongshan Ji" of "Anhui Yun", the author did not stay on the surface of Bagong Mountain scenery, but instead dig deep into the historical smoke behind Bagong Mountain. In the end of the encounter and the ending of the tragedy, reflect on the attitude towards people's life, and refine the concept of life, world outlook, and values ​​that can be used for reference.

When readers open the "Anhui and Beauty Trilogy" for reading, they will find that this is not only a journey prose that records the land of Anhui, but also a book that contains history and life.

In terms of digital expression, the author incorporates sound books and short videos into the books, creating an immersive reading atmosphere for readers with multiple sensory, long time, and more experience, which further stimulates the enthusiasm of people participating and focusing on reading.

Director of Anhui Radio and Television Documentary and Program Department, "Anhui Yun Eight Records" editor -in -chief Li Jing said in the short video of "Anhui and Beautiful Trilogy": "Use text content as a blueprint, fix the text content, excellent Short videos allow readers to enter the world in the book. "

The short video of "Huailin Ji" is a example. It moved the scene of "Fu Fu, Magnolia" in "Magnolia" into the mobile phone screen. The busy view of the household weaving fishing nets and fishing nets in Dawang Village.

The short video makes the text fuller, and the beautiful and elegant text makes the short video deeper. The beauty of text and the beauty of numbers complement each other, so that the "Anhui and Beauty Trilogy" can not only attract readers, but also retain readers' reading.

Form password: High dynamics and strong interaction to create vitality and tension In addition to the advanced content, the other difference between melting media books and traditional books is the formal advancement.

The advancement of the form of Rong Media Books refers to high dynamics and strong interaction.

Yao Wei, president of Anhui Literature and Art Publishing House, talked about the innovation of the form of media books: "In the Internet era, digital technology and publishing are deeply integrated to make the book more specific, dynamic, and interactive. Introduce the storyline and interact with readers through human -computer interaction technology such as VR, AI, AI, and other human -machine interaction.

Advanced forms let books shift from the passive voice of being read to actively introducing their active voice, making Rong Media Books more vibrant and tension.

As a phenomenon -level melting media book, "Anhui and Beauty Trilogy" is not so much a travel notes that record Anhui Turkey. It is a vulgar painting full of fireworks, and there is a sense of era.

The work uses a rich and condensed lens language to reproduce the natural and social scenes of nature and uniqueness of nature and uniqueness. The texture of the text is very important, but the form of short videos can not only break through the graphic image of the text It can also enhance the sense of space and layering of books in the visual space, giving readers a more dynamic reading experience.

When talking about his production experience, Li Jing said: "If the text is a landscape scroll on the case, then the video is the three -dimensional presentation of the great mountain and rivers. It is more specific and vivid visual impact. "

The power brought by this new form makes "Anhui and Beauty Trilogy" younger and more dynamic, and can easily interact with readers of all ages. Naturally, it is easier for readers to be accepted and welcomed by readers.

Listening to books and reading is two completely different reading experiences, and it is also a complementary and complementary reading method.

Each of "Anhui and Beautiful Trilogy" is accompanied by the sound version of reading aloud, and the invitation is the top cultural celebrities in China and reading aloud. Reading with infectious power itself is the sublimation of the text.

"WE Reading" General Planning and Director Zhao Mei introduced: "Reading is a" second creation "of the article. The close -related artist's love reflects the innovation and creativity at this level. "

"Shi Pai Ji" and "Seven Fairy" records about the history and stories of Huang Mei opera. The author specially invited the famous Huangmei opera performance artist Han Zaifen to read aloud. As soon as he heard the familiar "Anpu" (Anqing Popular call), Mr. Han's fans were immediately attracted.

Under the enthusiastic pursuit of fans, the influence and communication of works have risen significantly, and the interaction is greatly enhanced. Multi -form+celebrity effects, let this melodie media book based on high -quality content suddenly solve the traffic password under the celebrity effect, and gain a large amount of reading and likes, comments and support.

Hold the paper book in hand, sweep the audio and video daily codes equipped with the book, readers of different ages can choose to synchronize or listen or read, and you can interact with topics and content. The combination of viewing, listening, and reading expands the interaction scope of the readers of the "Anhui and Beauty Trilogy", enhances the interaction intensity, and is conducive to readers to touch the unique Huifenghui rhyme at multiple angles. , The beauty of sound, the beauty of the picture, the beauty of thought.

Jin Yueqing, director of Wanxin Media Culture Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumption Consumption, pointed out in the future development trend of Rong Media Books that in the future, more relying on the advantages of "culture+technology", Rong Media Book will get rid of the concept of traditional paper books. Further strengthen reading new experiences, broaden the reading scene space, and make reading more vivid and three -dimensional. For example, e -books have sound books reading, video viewing, online and offline pickups, borrowing books nearby, and other value -added services that benefit the people, so that readers are immersed in reading and experienced the charm of reading.

Password password: centralized communication and three -dimensional communication complement each other

At the moment when the media is deeply integrated, a single communication method can no longer meet the needs of the promotion and communication of media works. In order to spread more efficiently, the media must change the communication ideas and find a password that suits the way of spreading it.

Chang He, the webmaster of the reporter station in the Guangming Daily in Anhui, analyzed how the Mergeon Media Book chose the communication method and expands the communication effect: "The way to spread the media work is not a single, but a variety of and divided into links. ) You must be put in accurately to get the ideal effect. "

Taking "JAC Eight Records" as an example, each of them was published on traditional media platforms such as People's Daily, People's Daily Overseas Edition, Guangming Daily and other traditional media platforms. This is a centralized communication.

"Anhui and Beauty Trilogy" is firmly based on the main battlefield of the traditional media. The loyal iron powder on the service newspaper is faced with the "I don't move" in the face of the era of the melancholy media.

Fortunately, "Anhui and Beauty Trilogy" not only achieved centralized communication, but also achieved three -dimensional communication, which greatly enhanced its communication and influence.

After the work was launched on the traditional platform, it invited its own traffic to read a sound version with its own traffic, together with the text on the "two micro -ends". This time is aimed at the "Internet Aboriginal", which is repeatedly produced and disseminated. After that, the collection is published, and the two -dimensional code of audio and short video is attached when publishing. This is a three -dimensional presentation, or it can be called "text +".

Based on text, producing multiple times, and spreading multiple times. This matrix, superposition -type communication is the most obvious communication effect expansion attempt. If you accumulate the three -time transmission volume, almost every article can be 100,000+, million+, 10 million+... to rise in geometric levels. Come. Chang He believes that based on the core positioning, the active use of Internet channels to increase the influence is the development logic of meling media books. Rong Media Book should expand the user market through social media channels on the premise of stabilizing the core audience and the market, and form a set of centralized and three -dimensional communication complementarity strategies. Under the leadership of this kind of complementary communication strategy, the mellow media book must be stable and far away.

Introduction to Mr. Sxiong

Si Xiong, his real name Zhu Sixiong, a native of Honghu, Hubei, graduated from the Department of Journalism of Renmin University of China in 1988. He used to be the president and senior editor of the Anhui Branch of the People's Daily. He has won the China News Award and has been rated as "the top ten Internet critics with the most attention of netizens" by the People's Daily Online. He is the author of "Anhui and Beautiful Trilogy", "Nansha Detective", "You Fang Ji", "Blooming Bauhinia -Hong Kong in the eyes of a mainland journalist", "Hong Kong Return to Ten Years (2003 Volume)", " Equality eyes "and so on. CCTV's "personal experience" column filmed a documentary "Twin Cities Story · Love in a Toward".

Scan the following QR codes to get short videos and audio books in the "Anhui and Beauty Trilogy" ↓↓↓

"Huailin Ji" short video

"Seven Fairies" "read audio aloud

Author | Ge Chang

Pictures and videos are from the author of "Anhui and Beautiful Trilogy"

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