/Cheung Shu-Lok
Ke Yu, as usual the habit of landing electronic journal platform ZCOM site and found several of her favorite electronic magazine and is not updated regularly.This scene in the last two years has been staged many times.Ke Yu-familiar: another electronic magazine platform the Zbox has been closed down, Yang Lan, founder of the electronic magazine Lan LAN and HV end of last year completely ceased, like YOKA Fashion Network and POCO two websites electronic magazine also quietly disappeared , it seems the e-magazine deadline had to.
Electronic magazine deadline really?
comparable to buy an electronic magazine
in January 2003, the the KURO music software company, flight network,"try to launch a FLASH animation, based on integration into the text, images, audio and video digital interactive magazine cool music blog.This new magazine is cool exquisite, rich in content, very much in line with the aesthetic pursuit of the contemporary young people, will soon pop up on the network.It also opened nearly 10 years of Chinese electronic magazine spared from war.
just a short time, the electronic magazine market fast, and extremely hot.ZINECHINA, XPLUS, ZCOM, POCO, one after another on the packaging.Issues of restrictions, there is no paper and printing costs, low distribution costs, all the new media of the electronic magazine placed unlimited imagination, it also attracts the extreme concern of venture capital.
"an electronic magazine on the attractiveness of the venture is just like last year's buy.Interesting things, both are walking in the same road of no return.Hung Tao, senior IT people, told reporters:"As far as I know 2005, Acer, Lenovo investment and Merchants three join forces to Xplus injection of $ 4.5 million; the Poco IDG's two investment e-magazine in 2003, a total of $ 20 million; Carlyle invested $ 10 million to another e-magazine platform Zcom.Coupled with investment in other electronic magazine, about $ 100,000,000 of venture capital has to enter the market.
Is so venture of all ages, electronic magazine is mainly due to its substantial business model: provide a wide range of electronic version of the magazine free of charge to the user, benefit to receive ads fee.This mode pressing harder and harder to traditional journals, cheap and radiating widely these two features to play on the soft underbelly of the printing and logistics costs plagued traditional journals, thus eating into the traditional journal advertisers.
all seemed OK.E-magazine market was also very optimistic about 2006 when, the ZCOM platform on the e-magazine subscribers number reached five million, far more than the circulation of traditional journals.It is worth mentioning that this stage, the star running electronic magazine tidal.In 2005, Yang Lan first to test the water biweekly Lan LAN, a sister publication the world woman of Her Village, and subsequently on-line.2007, Chen Lu Yu, founder of the biweekly Henan about.Subsequently, Xu Jinglei, presided over the bi-weekly open on-line, six months after the total amount of reading exceeded one hundred million.
such a strong momentum can not make money?
high investment in
VS low output
also in 2006, the same is when the ZCOM subscribers over five million, and the other numbers look not so optimistic.this ZCOM year its electronic magazine single month loss of nearly 200 million.strong popular
not created the miracle of advertising sales.At the same time, pass by outside the hubbub of the so-called electronic magazine low cost mythology, such as soap bubbles of the same
Internet users interest in the electronic magazine also began to decline.Electronic magazine read basic need to download and install the reader, which leads to a lot of trouble download magazine file, and a magazine because there are too rich in special effects, the volume is usually more than 30M, but also makes the user wait too long, with electronic the contents of the magazine can not be indexed by search engines, making the ordinary Internet users of non-subscribers difficult through a search engine lead to the front of the electronic magazine.From the perspective of the general audience, read the e-magazine has some obstacles.
"If the audience's reading habits can also adjust the e-magazine to download meet the electronic magazine the most irreconcilable hidden is not really cheap" and has produced over electronic magazine had Liyun: Issues, not to print and logistics costs does not mean cheap, really make an electronic magazine Flash, sound effects, taking into account, there is a manuscript of the royalties, the design team members wages, and so on, at least five thousand dollars of production costs.Some platform all on its own content, political, economic, entertainment and other categories have a special magazine a month at least 30 new magazine on-line, that is, at least 15 million per month cost.
But this is not all of the costs, only the content of the e-magazine, website or a magazine is not enough, we must take it and get people.The promotion is only advertising on the network is not enough, we must make the cross-media publicity.The fact that the majority of Chinese electronic magazine and not in the traditional media advertising, most Chinese people still unfamiliar to them.But only promote the network, the high level of network advertising costs let the cost of the electronic magazine geometric fold increase.
can expect advertisers and rained come.Limitations of the compelling features of the electronic magazine fashion youths to get its audience to stay in the 30 years of age, to put in on ads are localized, more noteworthy is that the real electronic magazine advertising competitors is not a traditional journals, but it also rely on the Internet, online media also affect similar groups.Sadly, the online media advertising increases every year, as a competitor, electronic magazine, is relatively more difficult to become a select.
when the issues highlighted, the electronic magazine industry began to try to political reform to survive.Walk the road of the journal subscription + advertising, to improve the electronic magazine"food" was once considered a panacea.In July 2005, Xplus began brewing a city surface magazine sells for 10 yuan online e-magazine version of the paid subscription price of $ 2, not yet implemented this idea, have become accustomed to a free Internet service users caused no small fluctuations.Realize a profit by selling the content is still an unrealistic path for today's electronic magazine.
nowhere to go electronic magazine can only sit still, the article was originally the scene will inevitably repeat itself.
live only by the content
Magazine really want to become extinct? answer is once again a negative posture.Bad-mouthing the voice of several e-magazine platform to start looking for a new road.
"plates" is a sing loud voice.Many magazine has developed its own application on the Apple App store.Do prosperous is a read view the world.
read view the world the choice of walking on two legs.The first is a read view the world"applications, the domestic first-class print media content digitization, and increases the fee model, looks more like a newsstand magazine shops peace panel, thus maintaining the original the content of the juice flavor.Of course, cheap is also very crucial.The second is based on this application ZAKER exciting content on the Internet into the electronic magazine, beautiful pictures, eye-catching newspaper Song Title, concise summary of the traditional journal editors mode, the depth to attract the flat panel users.Of course, this is free of charge.
Both of these applications has already been felt on the iPad, and now ZAKER installation has more than 400,000 read browse the world income has reached 10 million.
In addition to the new road to march into new areas, the depth development of Internet users are also exploring.August 22, 2010, Baidu announced its paste it launched Journal of Service.Compared with traditional electronic magazine, paste it electronic magazine service change and a new form - low barriers to production and distribution, full production by the Internet users organize content, and easy to read and spread.This is completely the difference between the production of traditional e-magazine platform content, activate the creative desire of the user.
But whether it is what kind of model, the core of the success of the Magazine has been putting the cart before the horse.
"lack their own content is the electronic magazine real sore all the contents in the electronic journal, you can find on the Internet."The one in the news media industry veteran said:" The reason why traditional journals would survive in the Internet age, moisture, it is content is king, especially magazines depth reports focused on the mining people's cognitive blind spots, This is to rely on well-trained reporters and editors to build out.Electronic magazine is quite impetuous, and its publication the contents of the lack of depth, too close to the fast-food culture of the Internet alone dazzling victory.
This may say the root cause of the electronic magazine, electronic magazine content freshness can only be a moment alone to win customers, but can not be sustained.Read browse the world is successful, in fact, digital media, print media, is precisely to solve the shortcomings in the content, while Baidu! Journal is totally dependent on the concentration of the target groups assembled by the convergence of points of interest and focus on a particular subject seminars Magazine to achieve the wonderful content.
electronic magazine"ten years of chaos".Next, after the chaos inevitable peace and order, the new electronic magazine model is emerged, since the dawn of the profit has emerged.
The
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