上线新闻客户端,传统媒体如何羽化成蝶

News Apps:A Tool for Traditional Media Transformation

本文聚焦传统媒体上线新闻客户端的大趋势,认为这是媒介融合和市场化环境压力所迫,也是由于阅读习惯改变所致。传统媒体客户端,专业队伍、资源、内容深度、广度和整体质量是其优势,富有市场潜力。但目前,新闻客户端遭遇困境,面临流量、用户黏性、影响力、商业变现等问题。论文提出并分析了当前传统媒体新闻客户端五种模式及其难起效的原因,认为,羽化成蝶还需从理念、内容、形式、运营等方面攻坚克难,做到有意义、有作用、有创意。

This article focuses on the general trend of traditional media to have apps.It attributes the trend to media integration,marketization and the change of people’s reading habits.The traditional media apps,with the advantages of professional team,information resources,content depth,breadth and overall quality,have great market potential.However,the truth is news apps are challenged by insufficient traffic,user viscosity,impact and commercial profit.The author sums up five operating modles adopted by traditional media and points out the reasons why they don’t work.The conclusion is that traditional media needs to tackle the difficulties in terms of concept,content,form,operation,etc.,so that their news apps are meaningful,effective and creative.