Attending the opening ceremony of the training course were comrades: Nguyen Thanh Lam - Deputy Minister of Information and Communications; Mai Huong Giang - Deputy Director of the Press Department.
On Google's side, there were Ms. Nguyen Thi Kim Lien - Head of Government Relations and Public Policy for the Vietnamese Market; Ms. Nguyen Thi Thuy Duong - Manager of Strategic Cooperation for News and Publishing in Southeast Asia.
Also attending the opening ceremony of the training course were comrade Nguyen Van Ba - Editor-in-Chief of Vietnamnet Newspaper; comrade Ngo Duc Kien - Editor-in-Chief of Nghe An Newspaper and representatives of leaders and reporters of press agencies.
In order to promote a strong change in digital transformation of journalism, the Ministry of Information and Communications and the Press Department have cooperated with Google to organize an in-depth training course on journalism economics in the context of digital transformation, the topic "Technical foundation for digital business" for press agencies.
This is the second time in Vietnam that the digital transformation training program in journalism, with a special topic on journalism economics in the context of digital transformation, has been implemented specifically for press agencies to help digital transformation succeed and increase business efficiency in the journalism sector in Vietnam.
Through the program, we will answer some of the questions of press agencies such as: How to increase digital advertising revenue, attract more traffic, retain more readers, develop other revenue streams such as revenue from readers which is a growing trend globally.
The intensive training program will focus on 3 main issues: Understanding and developing readers; Data solutions - building a sustainable data platform; Building a comprehensive advertising revenue development strategy. The program also focuses on sharing solutions to develop and enhance interaction with readers; building and optimizing sitemaps for effective news websites. Experts also guide how to handle when detecting ads that violate policies; share key factors for success when implementing a reader revenue model; innovate the newspaper business model in the context of digital transformation, etc.
At the opening session of the training course, the Organizing Committee held a discussion with experts on strategies for developing users and increasing reader interaction.
Sharing the way of doing newspaper business, strategies to attract and retain readers in the digital environment, Mr. Nguyen Van Ba - Editor-in-Chief of Vietnamnet E-newspaper said that in the context of young readers switching to other platforms, older readers are gradually decreasing, keeping readers in the habit of using digital devices is becoming more and more difficult. Besides, readers are increasingly overloaded with information, meaning there is too much information to choose to read, so choosing what to post is also a problem.
Journalist Nguyen Van Ba believes that the most important thing is to retain loyal readers. Through analyzing reader data such as traffic, access areas, etc., press agencies can know what readers are interested in to plan content strategies and develop appropriate products, thereby serving readers better.
Regarding this issue, Editor-in-Chief of Nghe An Newspaper Ngo Duc Kien shared that although it is a local newspaper, Nghe An Newspaper has the advantage of directly covering the area, so all information and events taking place in Nghe An are published first by the newspaper. This information mainly serves loyal readers, mostly local Nghe An people and Nghe An people from other provinces. This is the readership that will bring revenue value to the newspaper, not casual readers.
On the basis of understanding the reader's journey, observing reading trends, how much news is accessed and what news is read... helps newspapers make decisions on content development and production, have scenarios to take care of readers and develop better advertising business of the newspaper.
Regarding the issue of charging readers, experts said that the decision to charge readers should be balanced with the loss of advertising revenue... Experts also shared measures to optimize advertising revenue in press agencies.
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