规模优势:报业融合转型的丛林法则——大报转型的马太效应vs小报融合的三条出路

发布时间：2018-04-11 22:14

本文选题：报业转型 + 受众规模　；参考：《新闻记者》2017年08期

【摘要】：在信息传播与消费的新媒体趋势业已确定的前提下,数字化转型成为传统报纸的发展宿命。经持续多年的转型探索,新的市场路径和盈利模式逐渐显现,但从已知的转型效果看,数字平台的受众规模才是这些模式能否成功的决定性因素。转型的成功案例如美国的《纽约时报》《华盛顿邮报》《今日美国》,英国的《卫报》《每日邮报》,德国的斯普林格(欧洲最大报业集团),挪威的施博史泰德(北欧最大报业集团),以及中国的《人民日报》、澎湃新闻等,无不受惠于这种规模优势。而主打本地市场的中小型报纸,则因数字受众的规模太小而鲜有成功者。这一格局与数字平台的媒体特性及经营策略密切相关。本文将在对此现象分析解读的基础上,从数字平台盈利模式的建构特点、报业"在线做大"方能生存的发展逻辑、地方信息的价值衰减、地方报纸的胜算机会四个维度对该现象加以研究。
[Abstract]:Under the premise that the new media trend of information dissemination and consumption has been determined, digital transformation has become the destiny of the development of traditional newspapers.After many years of transformation and exploration, the new market path and profit model gradually appear, but from the known transformation effect, the audience size of the digital platform is the decisive factor to the success of these models.Examples of successful transitions include the New York Times, the Washington Post, USA Today, the Guardian, the Daily Mail, and Springer, Germany (the largest newspaper group in Europe) and Spossett, Norway (the largest in northern Europe).The newspaper group, as well as China's "People's Daily," and the Teng Pai News,All benefit from this advantage of scale.Small and medium-sized newspapers that dominate the local market have little success because the digital audience is too small.This pattern and digital platform media characteristics and business strategies are closely related.Based on the analysis and interpretation of this phenomenon, this paper will analyze the characteristics of the construction of the profit model of digital platform, the development logic of the newspaper industry "growing up on line" and the value attenuation of the local information.This phenomenon is studied in four dimensions of local newspaper's chances of success.
【作者单位】：深圳大学传播学院;深圳大学传媒与文化发展研究中心;
【基金】：国家社科基金项目“传统报业向融合媒体转型的路径选择:中美比较研究”(项目批准号15BXW015) 广东省教育厅国家级重大培育项目“加快推进传统报业与新兴媒体融合发展研究”(项目批准号2014GWXM016)的阶段性研究成果
【分类号】：G219.1

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