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這家媒體每天只更新2篇文章，不依賴流量、不依賴社交推廣，商業(yè)模式值得深思
時(shí)間：2016-01-20 08:59:48
文章發(fā)布：
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

在信息爆炸的時(shí)代，這家媒體創(chuàng)業(yè)公司起了一個(gè)很普通的名字，還做了一件看似有違互聯(lián)網(wǎng)媒體發(fā)展趨勢(shì)的事情。

這家媒體的名字叫The Information，現(xiàn)在共有8名采編人員，但平均每天只更新2篇文章。并且，所有內(nèi)容都需要付費(fèi)才能閱讀，每年訂閱的費(fèi)用為399美元。

但可別小看它。其訂閱用戶頁(yè)面簡(jiǎn)直就是一個(gè)CEO、創(chuàng)始人和各種企業(yè)高管的展示屏，它的第一批內(nèi)容貢獻(xiàn)者包括硅谷傳奇企業(yè)家、投資人Marc Andreessen、Quora創(chuàng)始人Adam D’Angelo、21世紀(jì)?？怂笴OO詹姆斯-默多克，F(xiàn)acebook CEO扎克伯格也出席過(guò)他們的活動(dòng)。

現(xiàn)在，The Information已經(jīng)兩歲多了。在近期接受播客DIGiday采訪的時(shí)候，其創(chuàng)始人Jessica Lessin透露他們的訂戶“遠(yuǎn)多于1000，但距離10000還有一定距離”。如果按有5000訂戶推算，其來(lái)自訂戶的年收入就已經(jīng)達(dá)到200萬(wàn)美元。

相比其他大型網(wǎng)絡(luò)媒體，200萬(wàn)美元只是一個(gè)很小的數(shù)字，但對(duì)于只有15名員工的The Information來(lái)說(shuō)，已經(jīng)可以讓他們活的非常滋潤(rùn)。這還不包括各種線下活動(dòng)收入。

在對(duì)待文章的態(tài)度上，The Information追求的是原創(chuàng)和深度。Jessica表示，現(xiàn)在網(wǎng)上有80%的新聞都是重復(fù)的，都是改寫(xiě)或者略微增加一些內(nèi)容，而他們的記者會(huì)做采訪，然后產(chǎn)出內(nèi)容。

2013年年底，The Information剛成立的時(shí)候，美國(guó)另一家非常成功的在線媒體Business Insider曾對(duì)其做了報(bào)道。Business Insider的主編Nicholas Carlson先用了大段文字對(duì)其進(jìn)行了調(diào)侃，隨后話鋒一轉(zhuǎn)，給予了The Information極大的肯定。

他寫(xiě)道：雖然收費(fèi)較高，但The Information的目標(biāo)用戶大多是公司高層，只要提供有價(jià)值的內(nèi)容，這些公司都會(huì)愿意為高管報(bào)銷(xiāo)這筆訂閱費(fèi)用。

Business Insider和 The Information有完全不同的風(fēng)格。前者以大量更新以及聳人聽(tīng)聞的標(biāo)題著稱(chēng)，做的是流量的生意，有超過(guò)100名采編人員。但是任何有追求的記者，都不會(huì)僅僅追求文章的點(diǎn)擊量，而是希望能寫(xiě)出真正有影響力的內(nèi)容。

Jessica 認(rèn)為受眾對(duì)媒體很重要，但是她相信質(zhì)量比數(shù)量更重要。在擴(kuò)大受眾方面，他們希望獲得真實(shí)用戶而非僅僅吸引眼球。簡(jiǎn)單說(shuō)，The Information想要影響的是那些有影響力的人。

這也是The Information的模式對(duì)優(yōu)秀記者的大吸引力。Jessica曾是《華爾街日?qǐng)?bào)》的記者，他們還有三位在《華爾街日?qǐng)?bào)》工作超過(guò)10年的資深記者。

過(guò)去的兩年半里，The Information發(fā)表了很多篇有影響力的報(bào)道，在新聞報(bào)道上，他們首先報(bào)道了Google收購(gòu)Dropcam、亞馬遜收購(gòu)Twitch等，而在深度報(bào)道上，The Information有更好的成績(jī)——給有能力的記者更多時(shí)間去采訪打磨，自然會(huì)產(chǎn)生好的報(bào)道。

媒體行業(yè)的一大挑戰(zhàn)是商業(yè)模式的可擴(kuò)展性。Jessica認(rèn)為不同媒體可以有不同的商業(yè)模式，但對(duì)The Information來(lái)說(shuō)，訂閱的模式遠(yuǎn)遠(yuǎn)優(yōu)于廣告。如果靠廣告收入，整年的收入會(huì)受能否接到大單的影響；訂閱收入的擴(kuò)展則完全掌控在自己手里，只要內(nèi)容夠好，他們就能根據(jù)自己的需求去擴(kuò)展相應(yīng)的用戶。

商業(yè)模式也會(huì)影響內(nèi)容。訂閱的模式能讓團(tuán)隊(duì)把重心都集中在產(chǎn)出優(yōu)質(zhì)內(nèi)容上，不會(huì)受廣告客戶的任何影響。

The Information的訂閱用戶大多是公司高層，這些人能為其帶來(lái)遠(yuǎn)不知一年399美元的訂閱收入?，F(xiàn)在The Information文章的評(píng)論區(qū)已經(jīng)成為了和文章一樣重要的部分。訂閱用戶也成了獨(dú)特的內(nèi)容貢獻(xiàn)者。

在文章的推廣渠道上，The Information非常依賴于郵件，這也和其用戶定位有關(guān)。這種渠道也使得 The Information 可以從社交媒體中脫身，并不依賴人們?cè)赥witter和Facebook上的分享。而其他媒體則大多需要在各種社交網(wǎng)站上想盡辦法抓住人們的眼球。

可以說(shuō)，The Information是已經(jīng)成為了一家自己完全可以掌控自己的媒體：

不依賴流量、不依賴社交推廣、不依賴廣告。他們沒(méi)有融資，也沒(méi)有來(lái)自投資人的壓力。

這種獨(dú)立性也讓他們的記者有更大的發(fā)揮空間，更小的束縛。

但這也不是說(shuō) The Information滿足于“小富即安”。過(guò)去兩年半的時(shí)間，他們的員工從8人增加到了15人左右，在傳統(tǒng)報(bào)道之外增加了信息圖和更多可以互動(dòng)的內(nèi)容呈現(xiàn)方式，并且已經(jīng)開(kāi)始招募其中國(guó)辦公室的負(fù)責(zé)人——看，這也是他們通過(guò)內(nèi)容來(lái)擴(kuò)張訂閱用戶的方式。

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