报业技术竞争的新热点——客户关系管理系统

当前,我国的报业竞争主要表现为新闻竞争、广告竞争、发行竞争、服务竞争和管理竞争等五个方面,这五种竞争与报社的客户关系管理紧密关联。但长期以来,我国报业采用“人工式”的客户关系管理机制,公众服务、读者服务、广告商服务等职能分散于报社的各个部门。在激烈竞争的报业市场上,报社需要整合客户关系资源,受众、广告商需要互动式、“一站式”的客户关系服务。这种差距客观上要求报业引入更先进的客户关系管理系统。     

浅谈数字报业的发展关键

大力发展数字报业,已经成为我国报业集团的共识,为此,加大思想解放力度,把握机遇,提高创新能力,是发展数字报业重要因素. 一、数字化生存是新闻传播业发展的必然趋势 目前,各种媒体形态对新闻资源、渠道资源、受众资源和广告资源的争夺日益加剧,使得传统媒体特别是报业的市场份额日益萎缩,近年来报纸读者的老龄化和流失,广告刊登价格的不断下跌以及广告市场的低迷都在加速.     

大数据时代广告的解构与重构——基于价值论的分析视角

文章以价值论为分析框架,分析认为不能体现大数据媒介优势的传统广告将被淘汰,能体现大数据媒介优势的广告将会形成.大数据广告一定是能彰显大数据媒介和技术优势的广告.大数据技术和媒介优势还可以使广告避免信息的不对称性和逆向选择.进一步分析提出广告价值论,客体的价值在于对主体的满足,大数据广告的价值在于广告对受众、社会和媒介的满足.大数据广告的受众价值在于其信息价值、娱乐价值、社交价值和时空价值更高;大数据广告的社会价值在于其对社会需要的满足和对社会文明程度的体现;大数据广告的媒介价值在于使媒介得到时间和空间上的扩张.     

报业广告经营管理与版面设计制作一体化平台软件

<正>报业新闻采编、纸张和印刷的巨额成本来源于广告收入,广告是报业经营的第一大业务,由于WTO的加入和国家相关政策的调整,使中国报业面对的市场格局和竞争对手发生了深刻变化,中国报业的集团化趋势越来越明显,加之近年来媒体行业广告业务量的迅猛增长,广告经营模式与策略、业务生产管理都已发生较大变化。     

供应链重构:党报改革转型路径

媒体产业的竞争已全面升级,具体到报业,已经不是报业某个环节的比拼,而是从内容到发行再到广告的全面竞争,是报纸整体运作水平和营销水平的竞争.党报在这种产业环境下的改革转型,需要发挥后发优势,只有明确主流媒体的受众特点及其新闻产品的需求特征之后,才能摆脱传统新闻产品的生产模式,向适应现代市场竞争要求的竞争模式转变,推进市场流程的再造.这个流程就是供应链再造.     

系列报道的策划与实践

在报业竞争异常激烈的当下,新闻的竞争越来越体现为策划的竞争。特别是对一些重大的非事件新闻,各类报纸通常组织一些大型系列报道,策划出独特的形式、角度和包装风格,赢得受众或者市场的认可,从而在报业竞争中抢得先机和主动。     

信息时代:怎样化挑战为机遇——加强和改进国际新闻报道五题

从两则新闻说起。新闻一:2006年8月前后,各大商业网站陆续公布了上半年的业绩。据艾瑞市场咨询公司预测,除掉渠道代理商的收入,我国2006年网络广告比2005年增长48．2%,速度惊人。报纸、广播、电视的受众、广告和其他收入出现向大型商业网站悄悄转移的趋势。过去20年间,我国报业广告收入平均     

报业运作模式的微观经济分析

在市场经济中，报纸是商品即用于交换的产品。现代报业以采集和传播新闻及其他各种信息为手段，吸引受众，获得社会声誉，形成传播能力和社会影响力，并以此为基础，生产出报业的另一产品——广告服务的使用价值。它同一般商品一样具有使用价值和交换价值，具有一般商品的基本属性。同时，报纸又具有宣传品的属性，而宣传品的生产和消     

如何让县市区域报评论更具传播力

评论是报纸的旗帜和灵魂,体现着报纸的“思想力”和“引导力”.县市区域报面对受众、市场和报业的竞争,如何发挥舆论引导作用,需要正确定位,不断创新,在亲民性、服务性、可读性上下功夫,为市民提供有效的信息和服务,使受众感到亲切和温暖.因此,让县市区域报评论发挥更强的传播力,是当前区域报所要探索的一个重要研究课题和努力的方向.笔者结合新闻实践,对此作了一番粗浅的探索.     

传媒技术驱动下的广告转型研究

在传媒技术的驱动下,新媒体、碎片化、大数据三个方面的变革造就了广告转型的核心力量.在新媒体时代,新平台开发成为策划、创意的一部分,广告的功能正在重构;新媒体具有个性化、细分化、互动化等传播特点,致使"碎片化"趋势越来越强,潜移默化中改变了受众的广告接受习惯,"互动"已是广告转型的重要内容;在充满变化的市场中,碎片化的目标受众也存在潜在的"聚合"可能,以大数据为基础的"精准广告营销"给广告主带来了曙光,为广告达到直接与消费者接触提供了契机.     

PAID CONTENT STRATEGIES FOR NEWS WEBSITES

This study uses qualitative research interviews and a survey to quantify and analyse business models at online newspapers in the UK. Senior editors and executives reported that news websites rely on advertising income to a greater extent than their print counterparts. Despite this, British news sites continue to charge users for some content, although to a varying degree. The fact that online editions still contribute barely a tenth of total revenues explains this experimental approach towards business strategy. Although paid-for content has mostly failed as a mechanism for the online news business in the past, changes in technology and net culture may mean that it is becoming an option again. The authors examine what content is being charged for and why, and investigate: how the 12 newspapers studied are balancing the need to develop additional revenue streams with the demand for traffic in a buoyant advertising market; the extent to which cannibalisation of the print parent is still a concern; the complementary benefits of developing digital products; strategies towards archived content; the value of columnist content to online users; the success of digital editions and email alerts; the potential of mobile services; and the rapidly developing number of online services and commercial partnerships hosted by newspapers on the Web.     

FOUR RUMOURS AND AN EXPLANATION

Our analysis of 2207 domestic news reports in a structured sample of UK “quality” (the Guardian, The Times, the Independent and the Telegraph) and mid-market (Daily Mail) newspapers, revealed journalists’ extensive use of copy provided by public relations sources and news agencies, especially the UK-based Press Association. A political economic explanation for this reliance on news stories produced “outside the newsroom”, draws inspiration from Gandy's notion of information subsidies and presents findings from a substantive content analysis of selected UK national newspapers, interviews with journalists working on national titles and news agencies, as well as detailed archival analysis of UK newspaper companies’ annual accounts across 20 years to deliver information about newspapers’ profitability, their expansive editorial pagination as well as the number of journalists they employ. The argument here is that this reliance on public relations and news agency copy has been prompted by the need for a relatively stable community of journalists to meet an expansive requirement for news in order to maintain newspapers’ profitability in the context of declining circulations and revenues.     

Public Trust or Mistrust? Perceptions of Media Credibility in the Information Age

This article explores perceptions of news credibility for television, newspapers, and online news. A survey was administered to a randomly selected sample of residents in Austin, Texas, to assess people's attitudes toward these 3 media channels. Contingent factors that might influence news credibility perceptions, such as media use and interpersonal discussion of news, were incorporated into the analysis. Findings suggest that people are generally skeptical of news emanating from all 3 media channels but do rate newspapers with the highest credibility, followed by online news and television news, respectively. Furthermore, opinions about news credibility seem to be correlated across media outlets. The data also show a moderate negative linkage between interpersonal discussion of news and perceptions of media credibility for television news but not for newspapers. When controlling for basic demographics, a positive correlation was found between interpersonal communication and online news credibility. Finally, a marginal association was noted between media use and public perceptions of credibility across all 3 media channels.     

科技信息大数据在情报研究服务中的应用

[目的/意义]针对当前科技信息界对大数据的认识问题以及如何利用大数据提供更好的情报服务,构建科技信息大数据在情报服务中的应用框架,以便为科技信息大数据环境下的科技情报服务提供参考。[方法/过程]围绕数据基础、方法技术与应用服务3个核心要素展开,探讨科技信息大数据的概念内涵、科技信息大数据在科技情报服务中的应用以及大数据情报技术。[结果/结论]在概念内涵方面,科技信息大数据是科技活动要素及要素之间相关关系组成的多源异构大规模数据;在大数据情报技术方面,梳理出多源异构融合技术、用户画像与需求探测技术、属性计算与情景计算技术、知识抽取与本体构建技术等关键技术;在情报服务方面,将由被动服务转向主动服务,从单一服务转向嵌入式服务,从决策参考服务扩展到决策引领服务。     

浅谈色彩在版面设计应用中的误区及对策

版面改革,即着重从版面设计和色彩,线条等运用上着手,加强报纸的视觉冲击力,力显除新闻价值以外能吸引受众的因素。因此．色彩运用成为了“版面改革”的重头之戏。很多报纸将“改革”重点放在了色彩如何运用上。     

SEARCH ENGINE OPTIMISATION IN UK NEWS PRODUCTION

This paper represents an exploratory study into an emerging culture in UK online newsrooms—the practice of Search Engine Optimisation (SEO), which assesses its impact on news production. Comprising a short-term participant observational case study at a national online news publisher, and a series of semi-structured, in-depth interviews with SEO professionals at three further UK media organisations, the author sets out to establish how SEO is operationalised in the newsroom, and what consequences these practices have for online news production. SEO practice is found to be varied and application is not universal. Not all UK news organisations are making the most of SEO even though some publishers take a highly sophisticated approach. Efforts are constrained by time, resources and management support, as well as off-page technical issues. SEO policy is found, in some cases, to inform editorial policy, but there is resistance to the principal of SEO driving decision-making. Several themes are established which call for further research.     

The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performance

As the world embraces the Internet for media consumption, the concept of a hybrid newspaper—a printed newspaper with a companion Web site—is becoming more prevalent. Many hope that online advertising revenue (OAR) will help newspapers make up for losses in print (offline) revenue. However, there is little research that has empirically investigated whether and how investment in the “bricks” (i.e., the newsroom staff and resources that produce news content) will help to build “clicks” (i.e., more online visitors and, subsequently, OAR). This article examines the issue via an econometric analysis of 12 years of longitudinal data from a hybrid newspaper. The results show that the basic success of the clicks model depends on the investment in the bricks of the newspaper (i.e., its newsroom). Specifically, although news gathering is a very expensive part of the news business, it is also a creator of value and directly brings in OAR in addition to print advertising revenue. Therefore, as newspapers seek to capture more OAR, they may need to increase, rather than decrease, investment levels in the newsroom.     

Communication Forms as Predictors of Issue Knowledge in Presidential Campaigns: A Meta-Analytic Assessment

Theory and past research argue for the importance of understanding the effect of various campaign communication forms (e.g., newspapers, television news, radio, debates, candidate advertising, and personal discussions) on levels of issue knowledge (IK). This study used a meta-analytic approach to examine how well these forms predict IK. The aggregate analysis indicates that any of these forms can affect IK but that the different forms are not equally successful. Findings also indicate that the level of campaign interest moderates the effect of reading newspapers and watching television news and that those who watch debates in years with incumbents are less likely to learn. In addition, studies of newspapers are less likely to find significant effects in recent years, even though the issue content of newspapers has increased. The findings also suggest that television news is more likely to influence IK when levels of issue content are greater. These data indicate that measures of media use and IK can systematically influence the study results. Several conclusions are drawn from the research in the hopes of moving toward a theoretical model of communication forms and the attainment of IK.     

Framing Analysis of a Conflict: How Newspapers in Five Asian Countries Covered the Iraq War

This five-country study examined the extent to which the news coverage of the Iraq war by newspapers from India, Sri Lanka, Indonesia, and the Philippines and by one news agency from Pakistan is framed according to the principles of war/peace journalism outlined by Johan Galtung. The findings, based on a content analysis of 442 stories from eight newspapers, suggest a slight peace journalism framing. Two important factors shaping the news framing of the conflict and support for the war and for the protagonists in the war (Americans/British vs. Iraqis) are religion and sourcing. Newspapers from the non-Muslim countries, except the Philippines, have a stronger war journalism framing, and are more supportive of the war and of the Americans/British than the newspapers from the Muslim countries, which are more supportive of the Iraqis. Stories produced by foreign wire services have a stronger war journalism framing, and show more support for the war and for the Americans/British than stories written by the newspapers’ own correspondents.