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【紙媒不死的原因】廣告商  或3至5年後再遇衝擊 (marketing and advertising share between internet media and newspaper and other media)....!

25/9/2015

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图片
[AM730] 自從出現互聯網,便有預言紙媒將死,但發展到出現智能手機,紙媒依然屹立不倒,就連網上討論區高登也出版雜誌,紙媒為何仍有其吸引力?

也許我們可以從「背包客聖經」《Lonely Planet》(LP)創辦人Tony Wheeler曾說的一番話得到啟示,「如果丟進水裡,紙本書吹乾後仍然可用,但電子裝置便不行了」。反映紙媒確實有存在價值,問題是壽命還有多長,前路尚有幾多暗湧? 記者:張麗珊
剛過去的7月,紙媒刮起寒風,繼有《新報》及《忽然一周》宣布結業,《成報》一度停印,《壹週刊》裁員重組,預告紙媒的生存空間正在收窄,隨之而來是審判紙媒末日。不過,對媒體收入有著舉足輕重影響力的廣告商,卻用廣告開支來證明紙媒暫沒可能死。
 
廣告界高層──GroupM香港區行政總裁盧嘉慧、PHD行政總裁黃國柱及香港廣告客戶協會主席何偉榮,均認為紙媒正處於調整期。其中盧嘉慧指,未來幾年紙媒會再出現汰弱留強情況,她以香港的人口年齡結構推算,預計下一輪衝擊會在3至5年後出現。
 
她說:「香港45歲以上人口佔約40%,其中45至55歲那一群仍很有活力或繼續工作,雖然他們接受新事物能力很高,也會用手機,但成長後依然習慣看紙媒,不會因新事物出現而改變多年來的習慣。不過,現在廿幾卅歲那批,在他們十多歲已有互聯網或智能手機,所以到他們更年長之後,或會對紙媒造成下一輪淘汰。」
 
據香港尼爾森媒體指數,調查12至64歲人士接觸媒體的習慣,以昨天看任何報章、雜誌等提問,從去年4月至今年5月,閱讀免費報章及收費報紙的分別為28.8%及59.25%,閱讀雜誌也有36.67%,反映紙媒不乏捧場客。
 
未至於灰到無得做

因此,黃國柱以「未至於灰到無得做」來形容紙媒目前的情況,他參考了公司於去年在香港各類媒體的廣告開支比例:電視佔31%、報紙30%、雜誌12%、網上8%,反映縱使有網絡及數碼媒體出現,也不見得會大幅削弱紙媒的生存空間,同時投放到網媒的廣告開支比例亦不算高。
 
若從全港的數字來看,根據廣告監測服務公司admanGo的調查,2010年至去年香港各類媒體的廣告佔有率(SOV, Share of Voice),紙媒的數字變化不算大,免費報紙由10%逐年遞增至13%,收費報紙則出現較顯著跌幅,由23%降至17%,但若將免費與收費報各年的數字相加,歷年的廣告開支均維持約30%。至於雜誌則呈下降趨勢,由15%跌至12%,惟期間網媒由4%大幅升至8%。

不長進才導致停刊

然則紙媒仍有相當生存空間,那7月的寒風因何而起?何偉榮認為純屬巧合。他說:「過去也有很多媒體出出入入,去年也有網媒結業,未來亦有電視台結業,我覺得很正常。至於大家最近看到結業的報章,都是做得不好,已經低迷了很久。」但他指,對於《忽周》停刊感覺有點奇怪,因為據知該刊仍然賺錢,不像已停刊的《新報》般長期低迷。
 
歸根究柢,令紙媒結業的主因,何偉榮直指是不長進,「他們沒有擁抱轉變,即是版面依舊,說的是陳腔濫調,也沒有擁抱新媒體。現在我們常講O2O,報紙也要把讀者從offline帶到online世界,再靠interactive(互動)把他們帶回報紙。現在世界闊了,若仍固步自封,只顧紙媒就真的有問題了。尤其加上定位不鮮明,便是你自動失去受眾的eyeball(眼球),自動淘汰自己,沒有進步就是退步。」

廣告費濕碎 網媒難生存

紙媒不死,也有網媒在求生。說到網媒為何在尋找營運資金方面仍未成氣候,香港互動市務商會會長方保僑認為,網媒的收入來源,現時有部分靠訂戶付費,若靠廣告的,就要以view或點擊計算,但背後要視乎內容題材能否如病毒式傳播才足以支撐,可是該類收費仍然「濕碎」,故網媒的困難仍在於如何找足夠金錢維持生計。

他分析,網媒為了增加點擊而衍生一套生態文化,主要以「標題黨」及熱門新聞吸引讀者,加上一般讀者沒時間看,他們所上載的文章亦不會太長,「就像食極唔飽的『口立濕』,把新聞瓦解到很細,對真正的讀者其實並非好事,所以對於可維持長篇報道的紙媒便有一定需求。」

但他認為,無論網媒還是紙媒,都應該知道如何自處,調節定位以針對其讀者群,他指現時大部分網媒沒有記者出外採訪,新聞來源主要仍靠引用其他媒體而來,至於有記者採訪的網媒,他舉例近期創辦的《端》,便嘗試開拓二、三千字長文路線,聽說在業界層面反應不錯,卻未知一般市民是否受落。














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