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在传统媒体纷纷谋求转型的2012年,一份提前新型化的平板电脑报纸THE DAILY却死了。两年前默多克高调推出这份iPad报纸时,伴随着他的著名论断:iPad这类新平台正在改变传媒的游戏规则。现在此报一死,许多人也趁机埋葬那个论断。平台化潮流真的没有生命力吗?THE DAILY之死有复杂的原因,但平台化策略的不完善,是重要原因之一。其实,THE DAILY只是平台化潮流中的单一型个案,与传统媒体一样,它还是单一形态的,只是换成了电子报的形式。平台化(多平台)策略,是媒体在多终端时代的转型策略之一。媒体开发了某种程序并作少量修改就可在另
In 2012, the traditional newspaper THE DAILY, a new tablet newspaper, was dead. When Murdoch touted the iPad two years ago, along with his famous assertion that the new platform like iPad is changing the rules of the media game. Now that the newspaper dies, many people also took the opportunity to bury that assertion. Is there any vitality in platform trend? The death of THE DAILY is complicated, but the imperfect platform strategy is one of the important reasons. Actually, THE DAILY is only a single type of trend in the platform. Like the traditional media, it is still a single form, only replaced by the form of an electronic newsletter. Platform-based (multi-platform) strategy is one of the media transformation strategies in the multi-terminal era. The media has developed some kind of program and made minor changes on the other