“付费墙”二十年:全球经验与中国省思
发布时间：2018-11-23 17:09
【摘要】：从1997年《华尔街日报》率先实施在线内容付费阅读以来,付费墙模式已经历了20年的发展历程,成为欧美报业在新媒体冲击下突围的一种主流选择,开始进入市场定位更加精准、商业模式更为细分化的发展阶段。不过,付费墙目前还未能够在全球范围内形成一种成熟的商业操作,面临着高质量免费新闻的竞争,以及建构平衡的商业模式的挑战。基于此,如何在受众到达率、利润收入和高质量新闻生产之间达成一个平衡,是付费墙策略成功的关键。相对于欧美国家,我国媒体付费墙实践尚处在起步阶段,汲取国际媒体经验具有重要的启示意义。
[Abstract]:Since the Wall Street Journal took the lead in implementing paid online content reading in 1997, the paywall model has undergone 20 years of development and has become a mainstream choice for the European and American newspaper industry to break through under the new media impact. Begin to enter market position more accurate, business model is more finer differentiation development stage. However, the paywall has not yet been able to form a mature global business operation, facing the competition of high-quality free news and the challenge of building a balanced business model. Based on this, how to strike a balance between audience arrival rate, profit income and high quality news production is the key to the success of the paywall strategy. Compared with the European and American countries, the practice of media paywall in China is still in its infancy, so it is of great significance to learn from the international media experience.
【作者单位】： 西南大学新闻传媒学院;
【基金】：重庆市哲学社会科学规划项目“移动互联时代的新闻生产方式变革研究”(项目编号:2014YBCB060) 中央高校基本科研业务费专项资金资助项目“新媒体语境下的融合新闻生产研究”(项目编号:SWU1509142)的研究成果
【分类号】：G219.1
[Abstract]:Since the Wall Street Journal took the lead in implementing paid online content reading in 1997, the paywall model has undergone 20 years of development and has become a mainstream choice for the European and American newspaper industry to break through under the new media impact. Begin to enter market position more accurate, business model is more finer differentiation development stage. However, the paywall has not yet been able to form a mature global business operation, facing the competition of high-quality free news and the challenge of building a balanced business model. Based on this, how to strike a balance between audience arrival rate, profit income and high quality news production is the key to the success of the paywall strategy. Compared with the European and American countries, the practice of media paywall in China is still in its infancy, so it is of great significance to learn from the international media experience.
【作者单位】： 西南大学新闻传媒学院;
【基金】：重庆市哲学社会科学规划项目“移动互联时代的新闻生产方式变革研究”(项目编号:2014YBCB060) 中央高校基本科研业务费专项资金资助项目“新媒体语境下的融合新闻生产研究”(项目编号:SWU1509142)的研究成果
【分类号】：G219.1
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