德国《图片报》的运营模式:让报纸成为“畅销商品”

The Operating Model of Bild:Making Newspapers“Best-Selling Products”

今年是欧洲最大的报纸《图片报》创刊70周年。该报最高发行量550万份,网络时代的当下,依然拥有170多万份的销量,其中80%以上通过零售渠道售出。它的经营理念和经验,有些需要批判,有些也值得我们借鉴。本文批判地研究了该报的市场定位、报道方式、新闻风格和发行模式,旨在总结该报在报纸零售市场持续70年稳居首位的经验。尽管现在社交媒体已经成为新闻传播的主导,但原有的各种新闻传播形态仍然会有留恋者甚至追寻者,因为文化是多样化的。《图片报》过度追求轰动效应不可取,但它大量运用图片和富有表现力的语言技巧,值得我国传统媒体借鉴。

This year marks the 70 th anniversary of Europe’s largest newspaper Bild.With a maximum circulation of 5.5 million copies,this newspaper still boasts sales of more than 1.7 million copies in the Internet age,more than 80%of which are sold through retail channels.Its business philosophy and experience,some of which need to be criticized,and some of which are worth learning for us.This article examines the newspaper’s market positioning,reporting methods,journalistic style,and distribution model critically,intending to figure out how it has maximized its reach to its readers,and why it continues to hold the top spot in the newspaper retail market for 70 years.Despite the dominance of social media in journalism and communication,there are still some people who have a great attachment to follow the original forms of communication,because culture is diverse.Bild’s excessive pursuit of sensationalism is undesirable,but its extensive use of pictures and expressive language skills are still worth learning for our traditional media.