摘要
《纽约时报》的“雪崩”报道,把新媒体带上一条不计投入产出、让利润雪崩之路。新媒体的根本属性是互动,互动产生四种用户参与类型,开辟六条叙事盈利途径:网络流量盈利、经营版权盈利、旧闻翻新盈利、合办项目盈利、策划广告盈利、引网民回母媒体盈利。传统媒体办新媒体,国内,三十而立;全球,四十不惑。盈利变现仍是老大难,该认真谋划新媒体的盈利了。
The "snow fall" report of the New York Times puts new media on a path of profit avalanche without emphasis on the input and output efficiency. The fundamental attribute of new media is interaction,which produces four types of user participation and opens up six profitmaking models including Internet traffic,copyright operation,past news renew,joint projects,ad planning,and attracting Internet users back to the parent media. In terms of new media run by traditional media,China has a lot to learn from the rest of the world. Profit realization is key to making breakthrough. It is time to take a serious look.
出处
《传媒观察》
CSSCI
2022年第11期43-50,共8页
Media Observer
基金
国家社科基金后期资助项目“传统媒体升级化转型路径研究”(20FXWB022)的阶段性成果。
关键词
新媒体叙事
盈利途径
用户参与类型
管辖权
new media narrative
profitmaking models
type of user engagement
jurisdiction