The key moment of todays headlines: reconstruction of values and upgrading of internal management

category:Internet
 The key moment of todays headlines: reconstruction of values and upgrading of internal management


Headquarter office building today. Graphic / visual China In April 25th, the website of the State Administration of Market Supervision issued a number of false advertising cases, and the illegal advertisement case of todays headlines in March was mentioned again. Over the past month, todays headlines have fallen into the whirlpool of false advertising, vulgar content and audio-visual licensing. After a series of rectification of the regulatory authorities, the hidden problems in the rapid development of headlines today are gradually exposed. Todays headlines begin to be comprehensively reformed, and a key to rectification is the foundation of its starting algorithm recommendation. The statement that the algorithm does not exist has been unable to convince the regulatory authorities. After rethinking, Zhang Yiming, the founder, said, technology must be full of responsibility and full of goodwill. He will refine the corporate responsibility into three aspects, namely, platform governance, scientific and technological innovation, and content construction and information services. In six years, todays headlines have grown into small giants with 20000 employees. Many of the resigned and on-the-job employees have told the Beijing News reporters that there are imperfections in the management of the company. Todays headlines, which just passed 6 years old, have come to the most critical moment. The flat management behind the rapid growth Some employees said they could not accurately describe the organizational structure of todays headlines, and employees said they did not understand the meaning of the public relations departments external voice. Taking training as an example, some of the new employees who joined the headlines today must take part in a week of closed training organized by the Department, not business skills, but based on corporate culture. The above headlines and incumbency staff are unable to describe the companys organizational structure accurately. According to their narration, the Beijing News reporters simply made a complete reduction of their structure. According to the briefing, the management of todays headlines is flat, and the reporting relationship between ordinary employees and Zhang Yiming is only 3 to 4. The whole company shares technology, internationalization, commercialization, auditing and sales team. The audits of todays headlines have surged within a year, reaching more than 6000 people, mainly in three places in Beijing, Tianjin and Jinan, which may break through 10000 by the end of the year, as well as the advertising sales team. The first financial week reported that its advertising sales team had nearly 10000 people. Todays headline government relations department, public relations department, finance department and law department are also shared by the whole company. Apart from the fact that commercial teams have independent public relations personnel, there are no functional departments in other separate business lines. Products like jitter, volcano videos, connotations and other products are developed by a unified technology department, but separate departments are responsible for the operation of different products. At the same time, outside the basic technology department, todays headlines also have an independent AI (AI) team, which is highly valued in todays headlines. We need to clear our social responsibilities, we really need to do more, Yang Jibin, a senior public relations director, said in response to the recent regulatory storm in April 19th after the Xian press conference. Yang Jibin, who has been a reporter for many years, said he had been involved in the Wenchuan earthquake report, and the recent headlines are under pressure, no less than a report on the Wenchuan earthquake. Stress comes not only from the outside, but from the inside of todays headlines. Before and after the connotations of the products were shut down, on the software LARK used for instant messaging between employees, the employees sent news to say that they did not understand the meaning of the public relations department and the problems that could be solved. Under the news, the employee had a deep discussion with a few employees of the public relations department, and the response time lasted for nearly a day, and these responses could be seen by the staff of the headlines today. Faced with the above problems, todays headline founder and CEO Zhang Yiming is also constantly reflecting. Advertisement two jump reveals the hidden devil in details Why did the two jump be banned repeatedly? It is because more businesses are allowed to enter the advertising page to earn more money. In March 29th, CCTV financial and economic half an hour reported that todays headlines are illegal advertising and false advertising. The so-called advertisement two jump refers to the first advertising page content compliance. After the two jump, the content of the page is used to promote the drug recommendation by the spokesperson. One of the employees who worked in the ad value-added service today, and a person who started the information flow advertising agency in 2014, explained the game to the Beijing News reporter. This is a technical interception problem, but why the two jump is repeated? It is because more businesses are allowed to enter the advertising page to earn more money. The Sales Department of todays headlines is divided into 3 parts: KA (big client), LA (local big client) and SMB (SME customer). KA, LA in todays headlines parent company Beijing byte beating flag, belongs to local direct camp; SMB is subordinate to the Beijing giant engine Network Technology Co., Ltd. (hereinafter referred to as the Beijing huge engine). Beijing huge engine registration was founded in November 2016, is today the headline for advertising sales specialized subsidiary company, the legal representative for Zhang Lidong, the latter is todays headline partner and senior vice president. In order to guarantee the qualifications of the advertiser, the Internet Co generally controls the power of the advertisers qualification in the hands of the headquarters and combines the manual and automated audits. But the devil is produced in the details, the content of the headquarters audit is usually the qualification of the enterprise, the content of the advertisement, the picture of the advertisement and so on, and generally does not examine the link of two jump, which provides the space for the illegal behavior. The bosses do not know what to do with you, but the performance is required. This year, 6 billion, next year, 6 billion, you have to finish the target, the information flow advertising agent told the new Beijing News reporter. The information flow advertising agency said: compared to todays headlines, Tencent and Baidu are more cautious about the audit of information flow advertising, and see that the content is almost not connected to medicines and health care products, the personage said. Analysts pointed out that the desire to cash in ads may be the main reason for todays headlines loosening the demand for advertising jump. Compared with Baidu, Tencent and other listed public companies, todays headlines need to be accountable to investors as start-up companies. According to public information, todays headlines have carried out 6 rounds of financing, the total amount of financing is close to 10 billion yuan. Today, Chen Douye, general manager of the headline marketing center, told the media that in 2016, the headline started the commercialization of short video. The number of video customers on the platform increased by 169% in one year, and the proportion of video advertising on the platform increased from 3% to 18%. Today, the headline told the new Beijing News reporter that the companys cash flow is sufficient, not only from investors, but also from their own hematopoiesis, information flow advertising, live and so on are profit mode. Visual and audio-visual license The sunshine broadband network was unable to open, and its audio-visual license has expired. In February 2017, todays headlines wholly purchased the parent company of Yuncheng sunshine culture media Co., Ltd. (hereinafter referred to as Yuncheng sunshine). Subsequently, the name of the video column in todays headlines is changed to sunshine broadband. The headline responded today: headline video and Yuncheng sun have signed a cooperation agreement, causing users to see a video link on the PC side and on the mobile phone to see the www.365yg.com open, and the adjustment does not affect the normal viewing and use of the video. In addition, the parent company of Beijing microsowing horizon Technology Co., Ltd., the parent company of the short video platform for the short video platform, is a wholly owned subsidiary of the Yuncheng sun, that is to say, the small volcano video is also using its related license. Industrial and commercial registration data show that in August 2016, the legal representative of Yuncheng sun was changed to senior vice president Zhang Li Dong, and Yuncheng sunshine is a wholly owned subsidiary of Beijing flash Star Technology Co., Ltd., a wholly funded Sun company. The reason why todays headlines buy Yunchengs sunshine is related to several licences that short videos need. There are mainly three licenses related to short video industry. Network culture management license issued by the Ministry of culture (hereinafter referred to as cultural license), the holders are more, do not constitute the threshold; the General Administration of radio and television issued the information network communication and audio-visual program license (hereinafter referred to as audio-visual license); the State Network letter office issued Internet news information service Xu Provable (hereinafter referred to as the news permit), two or three are difficult to obtain. In September 2016, the State Administration of news and radio and television issued a notice that the institutions that did not hold the audio-visual license were not allowed to use the network broadcast platform to start the news, sports, interviews, comments and other audio-visual programs, and the broadcast channels of audio-visual programs were not allowed. Todays headlines have an audio-visual license through indirect means. The sun Wide Web site shows that it has audio-visual license (numbered 0410466), and has cultural license (license number: (2015) 1413-002), value-added telecommunications business license (license number: Jin B2-20100003). But even so, there are inconveniences in actual use. For example, short video needs to be uploaded to the Yuncheng suns domain name, and the domain name displayed on the watch is also the website. It is worth noting that the validity of the audio-visual license publicized by the sun broadband network is from January 18, 2015 to January 18, 2018. The new Beijing News reporter to seek more evidence, confirmed that the sun wide network of audio-visual license has been due, whether it can be successfully changed, and the recent rectification of the headlines related to the situation. A comprehensive transformation of algorithmic values Relying entirely on algorithm recommendation, without manual editing and auditing, will result in bad money expelling good currency due to the bad quality of users. In the late March and early April, the small video of the volcano was criticized by CCTV and was interviewed by the General Administration of radio and television by the General Administration of radio and television. Its Android version was once unable to be downloaded, and the short video platform was told by the Haidian branch of the Beijing Municipal Bureau of industry and Commerce on suspicion of issuing a public opinion on the sale of fake video and was asked to interrupt the violation immediately. In April 9th, it was permanently shut down by SARFT. The rectification of vulgar content has become the focus of this regulation, and its root is the recommendation algorithm used in todays headlines. Is it feasible to rely entirely on algorithm recommendation instead of manual editing and auditing? Ma Shicong, a new media analyst for Yi Guan, told the new Beijing News reporter that no manual editing and operation may result from the bad root of the user and the result of the deportation of good currency. Therefore, we still need a certain amount of manual intervention, and we need a certain value guidance. In the early morning of April 11th, the headline founder and CEO Zhang Yiming said in a letter of apology that his initial entrepreneurial heart was a product that was convenient for users to communicate, but because of neglecting the guidance of the socialist core values in technology, the product was deviant. In the future, we will integrate the right values into products and technologies, and rectify the communities in order to optimize the community atmosphere. In April 19th, in todays headline shaking short video and the Xian Municipal Tourism Development Commissions strategic cooperation conference, Zhang Nan, a shaking president, said in response to the Beijing News reporter that he did not agree with the view that the algorithm has no values. The algorithm is also written by people, in the top level of the voice of the design, the mainstream values and user experience in the forefront of the priority, commercial conversion is the most secondary, Zhang Nan told the new Beijing News reporter. Zhang Nan said that because of the anti addictive and parental lock system on the line, the use of flare users has declined. She shifted the focus of her two major tasks on the future to globalization and social responsibility. In terms of social responsibility, we have to remove a lot of content every day, in addition to the requirements of supervision, there are many things that do not meet the public order and good custom. In the internationalization, we find that many foreign users also want to know China, so the future internationalization will also become one of our key points, and the next cooperative city may also be possible. In foreign countries. Ma Shicong, an analyst with Analysys new media, believes that regulation will not affect the development of the industry. Although these two platforms are directly handled, it is a deterrent to the industry as a whole. the significance of supervision is that, in the process of rapid expansion of the content and the number of users, the judgment of the standards and values of the content is raised to a more important level, and the main responsibility for the control of the content is enhanced and implemented effectively. But we can not shake the development of the industry. After all, from the user and platform level, the demand and pursuit of content will ultimately be implemented in the content quality. In contrast, CEO Wu Yunsong, a former pepper direct seeding, believes that the regulatory storm will be an opportunity for todays headlines. After supervision, the access threshold will be improved, the opportunities for other emerging platforms will be less, and the possibility of investing in similar projects will be less. High. background The opponents of the headlines today Todays headlines have indicated that its advertising revenue in 2017 was 15 billion yuan, and the target of 2018 was 50 billion yuan, 30 billion. This poses a threat to other opponents. From the end of January 2018 to the beginning of February, Baidu Inc and todays headlines broke out many rounds of public debate. The fuse of the war of public opinion was in January 23rd. Luo Changping, a former financial media person, issued a head office article under Baidus personal micro-blog. Then, Baidu denied it and filed a lawsuit against Luo Changping in February 5th. And today, the headlines, from January 25th, many times through the official public number, refers to Baidu through search, soft text and other means of discredited, and in January 29th, that will be Baidu unfair competition to bring a lawsuit. The two sides attacked each other, and finally ended up fighting. In addition to Baidu, Sina micro-blog also had friction with todays headlines due to copyright problems. From March 10, 2018, when the link of shaking sound is forwarded to Sina micro-blog, it will not appear in personal homepage and information flow, only visible on its own. Mao Taotao, director of public relations of micro-blog, responded that he had always been open to all kinds of cooperation, but the premise was to follow the rules. Let micro-blog think that the rule is that, in August 2017, because of the headline under the headline of todays illegal grab micro-blog content, micro-blog suspended all the interfaces and other cooperation with the headlines of today, and through legal means to safeguard the rights, the case has not been final verdict. The other company, who did not want to be named, told the new Beijing News reporter that there was a competitive relationship with todays headlines in the software preloading business. Before they talked to the mobile phone business, they all took the form of resource replacement, even if they paid, the price was relatively low, but after the first entry, they greatly improved their opponents. The pre installation costs of aircraft enterprises have seriously undermined the market rules, the person told the Beijing News reporters. The so-called software preloading refers to the application software in the mobile phone factory fashion into the system, in order to enhance user volume and market share. Beijing News reporter? Platinum Jin Lei Chen Weicheng this article source: Beijing News Editor in charge: Bai Xin _NT4464 In addition to Baidu, Sina micro-blog also had friction with todays headlines due to copyright problems. From March 10, 2018, when the link of shaking sound is forwarded to Sina micro-blog, it will not appear in personal homepage and information flow, only visible on its own. Mao Taotao, director of public relations of micro-blog, responded that he had always been open to all kinds of cooperation, but the premise was to follow the rules. Let micro-blog think that the rule is that, in August 2017, because of the headline under the headline of todays illegal grab micro-blog content, micro-blog suspended all the interfaces and other cooperation with the headlines of today, and through legal means to safeguard the rights, the case has not been final verdict. The other company, who did not want to be named, told the new Beijing News reporter that there was a competitive relationship with todays headlines in the software preloading business. Before they talked to the mobile phone business, they all took the form of resource replacement, even if they paid, the price was relatively low, but after the first entry, they greatly improved their opponents. The pre installation costs of aircraft enterprises have seriously undermined the market rules, the person told the Beijing News reporters. The so-called software preloading refers to the application software in the mobile phone factory fashion into the system, in order to enhance user volume and market share. New Beijing News reporter, white king Chen Weicheng