10步拯救报纸

PBS 媒介转型研究的执行编辑Mark Glaser @mediatwit在推特上列出了拯救报纸的10步,后在mediashift网列出,翻译如下,有些内容拿不准,附录原文 .image

1.去日报化。以社区和趣味为目标,出版个性化定制的小印刷品。

2.去中央化,关注本地。支持地区作者、记者和网络博客;帮助他们开拓读者市场,卖广告。

3.用技术、SEO、传播经理取代发行、印刷工作人员。

4.面对面拜访社区居民,明白他们真正的需要,然后提供那些他们需要的信息。而不是仅仅使用焦点小组法找读者。5. Use pro-am methods. Include community-contributed content edited and vetted by pros.

5.使用专业方法,通过专业认得包括网络社区内容编辑和控制。

6.聪敏的多媒体叙事。不要为了多媒体而多媒体,要使用合适的媒介形式讲述合适的故事。

7.多元化的盈利方式。从广告、小众付费阅读、读者捐助、非盈利授权目录列表等方式来获得收入。

8.产品图谱化和数据库项目,雇佣或者培训计算机能力好的记者。

9.满足常规地区商业需要,创造地区商业的网络目录。

10.建立从下到上的组织机制,鼓励、激励创新。采纳每个好主意。

10 Steps for Saving Newspapers

1. Do custom small print runs targeted to neighborhoods and interests. Not daily.

2. Support local writers, reporters and bloggers; help market them, sell their ads; decentralize the operation.

3. Replace circulation, printing, print production staff with tech, SEO, community managers.

4. Find out what the community wants in real face-to-face meetings, not focus groups. Then do what they want.

5. Use pro-am methods. Include community-contributed content edited and vetted by pros.

6. Smart multimedia. Don’t do it just to do it. Use the right medium to tell the right story.

7. Promiscuous revenues. From ads, niche paid content, donations, non-profit grants to directory listings.

8. Produce mapping and database projects. Employ or train hacker-journalists.

9. Meet regularly with local businesses to gauge their needs. Create online directories of local businesses.

10. Create a bottom-up organization where innovation is encouraged and rewarded at the edges. Use good ideas from anyone.

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