《WebMD杂志》融媒体经营策略解析  

Analysis on the Integrated Media Management Strategy of WebMD Magazine

作　　者：周杨 叶新[2] ZHOU Yang;YE Xin(School of Journalism and Communication,Xiamen University,361005,Xiamen,China;School of Publishing,Beijing Institute of Graphic Communication,102600,Bejjing,China)

机构地区：[1]厦门大学新闻传播学院,厦门361005 [2]北京印刷学院出版学院,北京102600

出　　处：《数字出版研究》2023年第2期90-98,共9页DIGITAL PUBLISHING RESEARCH

摘　　要：美国杂志媒体在寻求网络化生存,而庞大的网络则在探求流量变现的方式和渠道。作为美国最为重要的健康类杂志,《WebMD杂志》是两者的结合,它脱胎于WebMD网母体,又从杂志媒体出发,寻求“纸质+数字+网页+手机+视频”的全媒体呈现方式,以全方位、多渠道的运营方式走出了一条“网→刊→网”的创新性健康类融媒体办刊之路。Magazines in the US are seeking ways to reach online,whilst the online ones exploring ways and channels of monetizing ofline.As the most important health-related magazine in the US,WebMD Magazine is a combination of both offline media and online networks:the WebMD having birthed the WebMD Magazine,then based on its offline substrate,the Magazine seeks an ll-media presentation mode of"paper+digital+web page+mobile phone+video"to embark on an innovative way,networks-+magazine-+networks,as a health-related integrative media to develop with an all-round and multi-channel operation.

关 键 词：《WebMD杂志》 WebMD网 健康传播 杂志媒体 融媒体运营 

分 类 号：G237.5[文化科学]