“广告中心”还是“用户中心”?——美英报纸网站商业模式转型分析  

Advertising-Centered or Audience-Centered? Analysis of The Newspaper Website's Business Model Transition in U.S. and UK

作　　者：刘学义[1,2] 

机构地区：[1]吉林大学新闻系 [2]中国传媒大学

出　　处：《新闻与传播研究》2010年第3期99-103,共5页Journalism & Communication

基　　金：吉林大学博士科研启动基金项目资助;项目批准号2006BS25

摘　　要：美英报业处境艰难,亟需开拓新的收入来源。报纸网站发展势头良好,却难以改变广告总量偏小,对报业收入贡献率不高的局面。要不要改变目前单纯依赖广告的免费内容模式,从"广告中心"向"用户中心"转型,对网站内容收费?成为摆在许多报纸网站面前的两难选择。由于消费者反应消极,收费风险难以预料,多数报纸网站依然坚持免费路线,但收费网站也并非异数,表达收费意向者大幅增加。业内普遍认为,广告与用户并重,免费与收费并存的多元赢收商业模式,将是未来报纸网站主流,混合收费模式受到青睐。以"利基市场"、"专业市场"或"垄断市场"为中心的报纸网站,收费成功几率较高。How can newspaper websites contribute more to newspaper revenue? Charging for online content is considered a remedy to what ails the newspaper business. Free newspaper website is criticized as a 'flawed' business model. Some analyst argues that newspapers can make a leap from an advertising-centered to an audience-centered enterprise. Although the press editors have claimed that readers will pay to reading newspaper websites, exclusive researches show that most readers would run a mile. Due to unanticipated risks if charge apply, the majority of newspaper websites are still free. The paper has recommended some new business models of newspaper website in future.

关 键 词：报纸网站 用户中心 模式转型 商业模式 广告 收费模式 收入来源 消费者反应 

分 类 号：G210.7-F[文化科学—新闻学]