New Sina Way (Operation of Portal News Channel)

Author: Chen Tong, written by Chen Tong and Zeng Xiangxue
Publisher:
Publish Date: 2005-01-01
Features:
Chen Tong, the former Editor-in-Chief of Sina.com, discusses: "The Way of Sina!" After decades of development, online news has become an increasingly important element in the lives of Chinese people. Sina has created a myth with real-world impact in the virtual world, its influence extending far beyond national borders. Sina has become a globally renowned portal, and the secrets behind its success are something many wish to uncover. As a leading figure in successful media and one of the key pioneers of China's online news industry, Chen Tong shares his experiences and insights in exploring the laws of internet news communication. He provides an in-depth analysis of Sina News' operational philosophy and methods, offering great value for both today and tomorrow.
The establishment of a successful media's industry position, its ever-expanding social influence, and its sustained economic growth are closely tied to the wisdom, decisions, and even style of its leading figures. When discussing Chinese online media, one cannot avoid mentioning Sina; when discussing the pioneers of website news operations, one cannot avoid mentioning Chen Tong. It can be said that the rapid rise of Sina shaped Chen Tong, while Chen Tong, in turn, contributed to the immense influence of Sina News. To maintain Sina's leading position in fierce competition, Chen Tong has tirelessly toiled in the operational trenches, employing all his wits and enduring all the hardships and joys. Today, he shares his experiences and insights in exploring internet news communication laws in the form of a book, offering it to the industry and the general public—a truly commendable achievement.
In past media reports, Chen Tong has been praised with titles such as "China's Pioneer in Online News" and "Guardian of the Spirit of Internet News." However, Chen Tong takes pride in being "one of Sina's editors, perhaps even one of the first editors in a commercial portal." Regardless, Chen Tong has evolved from an editor at Sina to a senior executive at the company. His growth and maturity are undoubtedly inseparable from his diligence, eagerness to learn, dedication, and professionalism. Since 1998, approximately 80 books on online media have been written by Chinese authors, most of them by scholars engaged in teaching and research in journalism and communication. The value of Chen Tong's monograph lies in its being a "practitioner's discourse," not a "scholar's discourse," as he himself says: "As a new venture, the development of online news has a broad social and economic background. Therefore, to analyze the reasons behind Sina News' success, it is necessary to observe and study it from multiple perspectives, including communication studies, economics, sociology, management, and strategic studies."
Chen Tong's research is grounded in his insights from daily operations at Sina News, attempting to summarize and interpret the characteristics, connotations, and significance of the laws of internet communication from a new perspective. It addresses the questions: "Why has Sina News stood out? What competitive strategies have it relied on to win? What are the main factors influencing its development?" This forms the unique value of this monograph.
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