纸质媒体生存危机探析

在综合分析国内外报纸的生存现状调查资料的基础上,提出传统纸质媒体所面临的生存危机：受众的大量流失是其市场生存的最大危机,广告收入的下降及发行成本的上升促使其采取减少发行量和报纸涨价的无奈选择,由此可能进入受众流失——广告收入下降——减少发行量——报纸涨价——更多的受众流失的恶性循环。此外互联网、手机等新媒体的迅猛发展将加速传统纸质媒体的衰微。

The Crisis of Paper-Based Media

The confronted survival crisis for the traditional paper media is put forward based on comprehensive analysis of the materials surveyed concerning the present situation of survival of the newspaper abroad and at home.The first and deadly crisis for surviving the market is outflow of abundant audience,then decrease of ads income and inrease of the cost of issue forcing to have no choice but to increase the price of the newspaper.Thereupon,the malignant circle forms by way of outflow of audience---decrease of ads income---decrease of quantity of publication---price increase of newspaper---outflow of more audience.In addition,more and more attention of the audience is focused on the new media including internet and cellphone resulting in narrower survival space of the traditional paper media.