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我一直主张报纸涨价。我认为,新闻市场正在经历一场不可逆转的分裂。一方面,数字订阅的开展会更加深广。虽然从数字用户和广告主手中赚取收益很难,但值得欣慰的是,服务一个用户与服务上千万用户的成本几乎相同。另一方面,印刷报纸的逻辑不同,吸引读者要花钱,每增加一个读者都需要付出相应的有形成本,包括印刷费、运输费和投递费。但话说回来,每个印刷报纸读者所带来的回报比其数字在线版本读者带来的回报更为丰厚(视产品不同,前者是后者的5至15倍)。此外,时间长了,会有一群读者明显偏好报纸的印刷版,而几乎不在乎价格高低。这就是那些极度忠诚并具有消费能力的读者。
I have always advocated newspaper prices. I think the news market is experiencing an irreversible division. On the one hand, digital subscriptions will be more extensive. While it is hard to make money from both digital and advertisers, the good news is that the cost of servicing one user to serving tens of millions of users is almost the same. Printed newspapers, on the other hand, have different logics and attract readers to spend money. Each additional reader needs to pay a corresponding tangible cost, including printing, shipping and delivery. All told, however, the rewards of each print newspaper reader are greater than those of its digital counterparts (5 to 15 times the product, depending on the product). In addition, a long time, there will be a group of readers obviously prefer the print version of the newspaper, and almost do not care about the price level. This is where readers are extremely loyal and spending power.