Voice economy (2): different tools, different experiences

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When we talk about ESG, what is hidden behind the “social” is in fact the functioning of the “community”. IC Broadcasting is a quality radio station, focused on the community around Hsinchu Science Park (HSP), and through other emerging tools, it can naturally reach out to the whole technology community in Taiwan and even to the international technology community.

Many people ask me why I bought IC Broadcasting when YouTube, podcast and Spotify are so popular. In fact, having hosted a tech talk show on IC Broadcasting in the past, I know that my emotions and opinions can naturally resonate with audiences through the radio. The biggest advantage of a radio station is that it is a tool that can be used simultaneously while driving and working, which is very different from watching TV or using a computer.

The hardest part for media operators is finding the right community, and HSP’s 150,000 people are the best community. This group of people has high incomes, high levels of education, a strong desire to know.

We have scheduled several prime time programs for commuters, targeting this specific audience group with specific content. The most difficult part is the creation and continuity of the content, which is the biggest advantage of DIGITIMES. Additionally, the population of 3.82 million people in Hsinchu and its neighboring areas is not only economically significant, but also has a following of at least 500,000 people from the electronics industry, which is Our target.

Social responsibility is the top priority for anyone running a media business. But commitment alone cannot guarantee survival in the market. The conversion rate is therefore very important. The Chinese version of DIGTIMES offers a huge database of articles and charts, and focuses on the B2B business model. He doesn’t have to pay too much attention to “pleasing” the general public. And the addition of “voice” improves our services.

The relationship between good content and business conversion rates is changing as the world of media becomes more sensationalized to increase ratings. In order to get more advertising activity, content is created with the aim of increasing traffic without much concern for the feelings of the readers. In the long run, there will be fewer quality content creators, but that means quality content will be in high demand. In the future, auditors will use new tools like AI and big data to focus on quality and interesting issues, so we can predict that the world will definitely change in the future!

With only 23 million people in Taiwan, the B2C business opportunity also takes a lot of effort, but the yield is hardly comparable to China and the United States. But B2B is very different. When using new tools such as podcast and Spotify, there are already many experiences of B2C participants and the risk of making mistakes is reduced.

Traditional TV ratings are easy to master, but it’s not easy to adjust content and create audience interaction. Internet has changed the world, but the conversion rate is different between B2C and B2B. B2C is still gaining in volume, but B2B advertisers and paying readers have very different perceptions of content and different payment models.


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