西方报媒的媒介融合战略与启示——以《华尔街日报》为例

Western Newspapers' Media Convergence Strategies and Its Enlightenment:Taking WSJ as an Example

进入21世纪数字新媒体时代以后,报业成为传统媒体的最大输家,但与大多数颓势日趋明显的报业相反,《华尔街日报》顺应时势、孜孜以求报业媒介融合之道,取得了巨大的商业成功。基于《华尔街日报》的个案研究,深入探讨西方报媒的媒介融合战略。研究发现,《华尔街日报》"无处不在"的媒介融合战略体现在新闻融合战略和经济融合战略两个方面。无论是新闻战略融合还是经济融合战略,都有效整合了《华尔街日报》的新闻资源,使其立于竞争中的不败之地。国内报纸的媒介融合应该以内容融合为核心,同时融合中还需重视高新技术的运用、多元化经营以及媒介的国际化推广等方面。

After entering the new media era in the 21 st Century, the newspaper industry has become the greatest losers in traditional media. However, contrary to most newspapers that are apparently declining, the Wall Street Journal has been able to follow the trend and explore the convergence strategies in newspaper adversity, so that it has won great business success. Based on the case study of the Wall Street Journal, this paper tries to explore the convergence strategies of western newspapers. The results indicate that WSJ＇s media convergence strategy is revealed in two aspects： journalistic convergence strategy and economic convergence strategy, either of which can effectively integrate WSJ＇s news resources to create its competiveness in news business. The enlightening significance for Chinese newspapers＇ media convergence is that they should focus on content convergence and at the same time pay attention to such aspects as the application of high and new technology, the diversified operation and their international media promotion.