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这家媒体每天只更新2篇文章,不依赖流量、不依赖社交推广,商业模式值得深思
时间:2016-01-20 08:59:48
文章发布:
原创作者:未知
来源:互联网

在信息爆炸的时代,这家媒体创业公司起了一个很普通的名字,还做了一件看似有违互联网媒体发展趋势的事情。

这家媒体的名字叫The Information,现在共有8名采编人员,但平均每天只更新2篇文章。并且,所有内容都需要付费才能阅读,每年订阅的费用为399美元。

但可别小看它。其订阅用户页面简直就是一个CEO、创始人和各种企业高管的展示屏,它的第一批内容贡献者包括硅谷传奇企业家、投资人Marc Andreessen、Quora创始人Adam D’Angelo、21世纪福克斯COO詹姆斯-默多克,Facebook CEO扎克伯格也出席过他们的活动。

现在,The Information已经两岁多了。在近期接受播客DIGiday采访的时候,其创始人Jessica Lessin透露他们的订户“远多于1000,但距离10000还有一定距离”。如果按有5000订户推算,其来自订户的年收入就已经达到200万美元。

相比其他大型网络媒体,200万美元只是一个很小的数字,但对于只有15名员工的The Information来说,已经可以让他们活的非常滋润。这还不包括各种线下活动收入。

在对待文章的态度上,The Information追求的是原创和深度。Jessica表示,现在网上有80%的新闻都是重复的,都是改写或者略微增加一些内容,而他们的记者会做采访,然后产出内容。

2013年年底,The Information刚成立的时候,美国另一家非常成功的在线媒体Business Insider曾对其做了报道。Business Insider的主编Nicholas Carlson先用了大段文字对其进行了调侃,随后话锋一转,给予了The Information极大的肯定。

他写道:虽然收费较高,但The Information的目标用户大多是公司高层,只要提供有价值的内容,这些公司都会愿意为高管报销这笔订阅费用。

Business Insider和 The Information有完全不同的风格。前者以大量更新以及耸人听闻的标题着称,做的是流量的生意,有超过100名采编人员。但是任何有追求的记者,都不会仅仅追求文章的点击量,而是希望能写出真正有影响力的内容。

Jessica 认为受众对媒体很重要,但是她相信质量比数量更重要。在扩大受众方面,他们希望获得真实用户而非仅仅吸引眼球。简单说,The Information想要影响的是那些有影响力的人。

这也是The Information的模式对优秀记者的大吸引力。Jessica曾是《华尔街日报》的记者,他们还有三位在《华尔街日报》工作超过10年的资深记者。

过去的两年半里,The Information发表了很多篇有影响力的报道,在新闻报道上,他们首先报道了Google收购Dropcam、亚马逊收购Twitch等,而在深度报道上,The Information有更好的成绩——给有能力的记者更多时间去采访打磨,自然会产生好的报道。

媒体行业的一大挑战是商业模式的可扩展性。Jessica认为不同媒体可以有不同的商业模式,但对The Information来说,订阅的模式远远优于广告。如果靠广告收入,整年的收入会受能否接到大单的影响;订阅收入的扩展则完全掌控在自己手里,只要内容够好,他们就能根据自己的需求去扩展相应的用户。

商业模式也会影响内容。订阅的模式能让团队把重心都集中在产出优质内容上,不会受广告客户的任何影响。

The Information的订阅用户大多是公司高层,这些人能为其带来远不知一年399美元的订阅收入。现在The Information文章的评论区已经成为了和文章一样重要的部分。订阅用户也成了独特的内容贡献者。

在文章的推广渠道上,The Information非常依赖于邮件,这也和其用户定位有关。这种渠道也使得 The Information 可以从社交媒体中脱身,并不依赖人们在Twitter和Facebook上的分享。而其他媒体则大多需要在各种社交网站上想尽办法抓住人们的眼球。

可以说,The Information是已经成为了一家自己完全可以掌控自己的媒体:

不依赖流量、不依赖社交推广、不依赖广告。他们没有融资,也没有来自投资人的压力。

这种独立性也让他们的记者有更大的发挥空间,更小的束缚。

但这也不是说 The Information满足于“小富即安”。过去两年半的时间,他们的员工从8人增加到了15人左右,在传统报道之外增加了信息图和更多可以互动的内容呈现方式,并且已经开始招募其中国办公室的负责人——看,这也是他们通过内容来扩张订阅用户的方式。

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