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对地方媒体来说,新媒体意味着什么?有人说,互联网Web2.0时代的到来,将改变之前数字传播内容上的大众媒体广告模式和商务上的大卖场模式,取而代之的是小众媒体传播和一对一营销。这恰恰为离受众最近、有地缘优势的地方媒体提供了商机。可是还有人并非如此乐观:由于缺乏牌照资源,不具备开展新媒体业务的先发优势,再加上原本就和全国性媒体不小的实力差距,地方媒体面临被数字化洪流淹没的危机。本刊追寻最新的潮流脉动,也一向关注全国传统媒体的探索与成果。虽然上述问题并非几篇文章所能回答,但我们仍然选择了尝试。本刊本期聚焦长沙——一个并不发达的内陆中等城市,但创造了“电视湘军”“出版湘军”“动漫湘军”等一系列文化产业发展奇迹。在各地新媒体市场风生水起之时,长沙如何排兵布阵?如何搭建产业链?是否找到了合适的盈利模式?能否做出全国影响?一花一世界。聚焦长沙,不仅为了解读这个城市,更为了探讨地方媒体介入新媒体所共同面临的风险与机遇。
Some people say that the advent of the Internet Web 2.0 era will change the mass media advertising model and the commercial hypermarket model of digital media content before it is replaced by the mass media communication And one to one marketing. This is precisely the business opportunity offered by the local media that has the closest geographical advantage to the audience. However, others are not so optimistic: due to the lack of licensing resources and the inability to take advantage of the first-mover advantage of launching new media businesses, coupled with the fact that there is no small gap in capability with the national media, local media are inundated by the digital flood crisis. Our pursuit of the latest trend of the pulse, but also has always been concerned about the exploration of traditional media and the results. Although the above questions are not answered by several articles, we still choose to try. This issue focuses on Changsha, an underdeveloped inland medium-sized city, but has created a series of miracles in the development of the cultural industry such as “Hunan TV Station”, “Hunan Publishing Station” and “Hunan Xiang”. How to set up a chain of industries? How to find a suitable profit model? Can we make a national impact? One flower in a world. Focus on Changsha, not only to understand the city, but also to explore the local media involved in the new media risks and opportunities together.