On October 28, 2021, at the 11th Digital Publishing Expo and the Annual Conference on China Periodical Innovation, the China Press and Publication Research Institute and Longyuan Digital Media Group jointly released the 2020-2021 Top 100 Digital Reading Influence of Humanities And Public Periodicals at Home and Abroad and the Top 100 Ranking of Urban Knowledge Reading" at the 2020-2021. On the same day, China Press, Publication, Radio and Telegraph also made an official release on the special page. Xu Shengguo, director of the Publishing Institute of the China Press and Publication Research Institute, director of the National Reading Research and Promotion Center, and director of the Digital Culture City Research Center, made authoritative interpretations of the three lists entitled "Digital Achievement Journal Communication Power" and "Knowledge Reading Makes The City Better".
In his interpretation, Xu Shengguo summarized the "double hundred" list of domestic and overseas periodicals and the list of digital city knowledge reading into four phenomena and three characteristics:
Phenomenon 1: Excellent journals such as famous journals and large periodicals continue to "dominate the list"
The top three of this year's domestic and overseas double lists and their ranking are completely consistent with the previous year (2019), which shows the unshakable influence of excellent journals. In the domestic list, 40 publications have been listed for three consecutive years since 2018, and 36 publications have been listed for two consecutive years. Most of the journals that continue to be on the list are involved in digital communication earlier and have always attached importance to the digital reading market, so they have cultivated reading inertia and formed a loyal readership. The grade of these journals in the rankings has not changed much, which also reflects the stability of the readership.
Phenomenon two: literary digests, healthy life, and current politics are dominant
According to the categories of periodicals, the three categories of literary digests, healthy life, and current politics comprehensive accounted for the dominant position in the domestic digital journal reading market, recording 26%, 20%, and 19% of the reading volume respectively; the three categories of literary abstracts, current politics comprehensive, and cultural comprehensive categories dominated the overseas digital journal reading market, recording 25%, 22%, and 15% of the reading volume, respectively.
Literary digests and the synthesis of current politics have always been the focus of reading. At present, under the new situation of integrated media, these magazines continue to enhance their communication, guidance and influence, and carry forward the main theme. Comparatively speaking, the top two in the domestic list are literary abstracts, and the top two overseas are current political news publications. The reason for this phenomenon may be that overseas netizens do not have more channels to understand domestic current affairs than domestic netizens; the average education level of overseas Chinese-speaking reading groups is higher and they are more willing to read in-depth content of current politics.
Phenomenon three, "small specialization" performance is eye-catching
Another phenomenon worth studying in the list is that after the top 10, there has been a dense concentration of niche professional journals. Such as the top 20 journals in the domestic and overseas lists. It also includes the aforementioned journals on healthy living. When the market for popular comprehensive periodicals tends to be saturated, the netizen readers are individual. Publications such as "Outdoor Adventure" and "Light Weapons" have focused on carrying out online and offline marketing activities this year to drive the reading of publications. Professional journals such as science and technology, finance, education, and law need to further exert their brand advantages and open up multi-dimensional deep integration.
Phenomenon four: the mainstream returns to the mainstream, and the reading volume shows an "inverted pyramid" distribution. Compared with previous editions, the total reading volume of the double list (paid reading + browsing reading) has increased steadily. The total reading volume of the domestic list is 363326681, of which the total reading volume of "Reader" in the first place is 23405233; the total reading volume of the overseas list is 75523337, of which the total reading volume of "South Wind Window" in the first place is 2318925.
Judging from the structural distribution of the reading volume of each publication in the list, the reading volume obviously shows the "inverted pyramid" form of concentration to the head. Among them, the sum of the reading volume of the top 20 in the domestic list accounts for 49.7% of the total reading volume of the TOP100, while the sum of the reading volume of the last 20 journals accounts for 5.9% of the total reading volume of the TOP100; in the overseas list, the sum of the reading volume of the TOP20 accounts for 42% of the total reading volume of the TOP100 list, and the sum of the reading volume of the last 20 journals accounts for 4.3% of the total reading volume of the TOP100.
Statistics on another regional reading dimension conducted by Longyuan during the same period can also be used as evidence. Longyuan's "2021 Top Cities for Urban Knowledge Reading Cities" includes the 100 Chinese cities with the highest digital reading popularity of periodicals, and the most favored publications for readers in each listed city are also the journals with outstanding performance in the domestic journal influence rankings.
The top 100 ranking data statistics of digital city knowledge reading released in 2020-2021 still continue the index system and data statistics of the "city digital reading index" and the data statistics method still use the 8 themes and dimensions of "party and government, humanities, traditional Chinese studies, popularization of law, science popularization, civilization, health, and synthesis" as the factors of the knowledge reading index, and the index is formed according to the total number of readings in each dimension divided by the index ratio. Referring to the requirements of the national public culture construction outline reflects the number and characteristics of urban residents reading for the whole people, and also reflects the policy orientation of the party and the state in the fields of culture, education and ideology. In this way, this assessment of the city's knowledge reading supply and reading-oriented leadership is conducive to promoting positive energy reading and improving the influence of mainstream culture and mainstream values. The cultural spectrum reflected in the reading of different cities is clear from the ranking and sub-indicator data.
Compared with the 2019 TOP list, urban knowledge reading in 2020-2021 has the following three characteristics, including: reading content, regional population size and digital development, government attention and promotion of reading organizations.
Published by China Press, Publication, Radio and Telegraph
1. Outstanding characteristics of reading content
The significant increase in the number of party and government content reading is a prominent feature of this urban reading ranking. This is related to the extensive various related activities carried out in various places on the 100th anniversary of the founding of the party, reflecting the fact that the general public pays more attention to and attaches more importance to the history of the party and the development of the party.
The significant improvement of popular law reading is also another square of the sharp increase in urban knowledge reading in 2021. After the launch of the national "Civil Code", Longyuan and various online platforms and various reading terminals launched products such as the "Civil Code Knowledge Base" and the "Law Popularization Station" large screen to promote the reading of the legal knowledge base and form a large reading traffic.
The rise in healthy reading data is clearly linked to the outbreak. The covid-19 pandemic has also greatly raised people's health awareness. On the one hand, the time people spend reading at home has increased, and on the other hand, the quantity and quality of healthy content have also been greatly enhanced.
2. Regional population size and degree of digital development
The reading index is also related to the size of the city's population. This top 100 ranking sequence also reflects this fundamental factor. However, there is still a difference between the urban population and the number of people on the Internet and the number of digital readers. The overall cultural level and learning awareness of the South are also important factors. It should be noted. The reading of the eight dimensions of urban knowledge reading varies from city to city. In some cities, "popular science reading" may exceed "sinology reading", and in some cities, "healthy reading" may exceed "civilized reading" in other cities. Due to space limitations, it cannot be fully presented in the list. Therefore, regional characteristics are also reflected in knowledge reading.
3. The improvement of the reading index is related to the attention of the government and the activity of urban reading organizations. For example, Xiamen and Cangzhou do not have the largest population, but the government's emphasis on reading for the whole people and the book club activities with large-scale organizations have promoted a significant increase in the index of knowledge reading. The State Grid's Shuxiang Power Grid has invested thousands of digital staff bookstore reading large-screen terminals. Among them, each large screen in Beijing, Wuhan, Xi'an and other cities has brought an average of thousands of readings.
The "2020-2021 Urban Knowledge Reading TOP100 Ranking" highlights the integration of online and offline development of "knowledge reading". In the next step, we will also gradually count the reading data of book clubs, bookstores, new media, etc., so that urban knowledge reading will become a boost to promote reading for the whole people. Make the index of urban knowledge reading more scientific and more complete. Let knowledge reading make cities better.
Since 2005, The China Press and Publication Research Institute and Longyuan Periodicals Network have tracked and analyzed the digital media reading data of Chinese mass periodicals, and released the TOP100 domestic and foreign digital reading influence periodicals every year, and this year is the 16th consecutive release. Digital City Knowledge Reading TOP100 released this year is the 6th year.