二维码“天窗”广告:纸媒转型路径新探索

QR Code Advertisement in the Form of "Skylight" : New Look at the Transformation Path of Print Media

目前纸媒存在三种转型路径,分别是基于纸媒运营新媒体、借助外部力量试水新媒体和将纸媒完全转化为新媒体。三种路径均将"纸媒形态"与新媒体割裂,暗含纸媒无法融于互联网的逻辑。近期《人民日报》的二维码"天窗"广告,正试图实现纸媒网络化,从中可看出其在办报理念、运营方式和媒体转型路径上均有不同程度的新突破。以二维码为突破点,《人民日报》在受众数量、社会影响力和盈利能力方面均有较大提升,最终将加快媒体转型进程。

Currently, three transformation paths of print media exist, including operating new media based on print media, testing new media with the help of external forces, completely transforming print media into new media. All of them have separated these two types of media, which implies separation of print media and the Internet. However, the QR code advertisement in the form of＂Skylight＂on recent People＇s Daily is giving it a try to connect print media with Internet, which reveals new breakthroughs in press ideas, operation mode and transformation path of the newspaper. Using QR code as breakthrough point has led to the enlargement in the scale of target audience, the improvement of social influence and the profitability of the paper, which may eventually promote the process of media transition.