抵达与黏合:美国报业移动优先环境下的App策略研究

Reaching and Engaging: Analyzing U.S. Newspaper App Strategies in the Mobile First Environment

通过移动端抵达受众的途径主要有两种:一种是利用社交媒体间接抵达受众,所谓借船出海;另一种是通过自有客户端(App)直接抵达受众,并获得与新闻品牌紧密关联的用户黏性。本文是对后者的研究,以美国50个城市最具代表性的81种主流日报为样本,辅以对美国报业的实地调研和现场观察,对美国报业App的发展脉络和经营现状进行较全面和系统的梳理与分析,以了解App在移动优先的信息传播环境下对报业融合转型的实际推动作用,为中国报业App的健康发展和转型改革提供借鉴。

There are two ways of reaching audience through mobile ends: One is indirectly reaching people on social platforms; the other one is directly reaching people via Apps created by news organizations and using which to make engagement with their brands. This article is about the latter. It's a study on development and the running status of mobile Apps in U.S. newspaper industry. The study, based on a research of 81 U.S. mainstream newspapers in the 50 biggest markets and the investigation of some top daily newspapers, tries to reveal the role mobile Apps played in U.S. newspaper transformation in the environment of mobile first communication. It could be a reference for Chinese newspapers to develop their own mobile Apps.