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张巍:年轻人在哪里 市场就在哪里
2017-08-25 23:00:53 中国经济网
张翔:
很感谢组委会的邀请。刚好这个论坛环节分给我是很巧合的,我可能是很少既做过经营,又做过采编的媒体人。在上个月之前,如果我出席活动,跟大家换名片,我还是新浪网营销中心营销总监。因为我最早也是做采编出身,后来因为工作需要,做了经营,回来又做采编,这个角色的变换让我对新媒体或新市场有不同的认识。原来做采编时,都会觉得特别不喜欢经营部门来干涉我们,就是说我要有媒体理想,要坚守一定气节和媒体公信力,客户买了我的广告,就要上你的稿吗,那就不行,或者不能发软文,这都是我们特别不能接受的事情。公司领导觉得你们特别有气节,把你调到经营部门去。到了那儿完全不一样,你要为业绩说话。新浪负责销售的一把手新浪总裁杜红说过一句话“做媒体本质上做的是一种注意力经济”,就是任何内容也好,视频也好,微信、微博这些东西,其实只是介质的千变万化,但是我们在竞争的是什么?就是在竞争国民的注意力,其实我们做媒体就是在竞争这个。做得一切产品最终都是注意力商品,最终都是为了商业上的转化。
我一直觉得新经济、新市场没有变化很大,像新浪,我们跟央媒、国有媒体相比,别人称我们为新媒体,其实我们应该算传统媒体。我们去跟客户提方案,跟我们竞争最大的客户是谁?往往就是央视、央广。大家可能觉得很惊讶,养活新浪主要的金主,我们称之为“甲方大大”,在我脑中就会细化成110个大客户,四大国有商业银行、航空公司、电商、证券公司,还有伊利、蒙牛,都是我们非常大的客户,最终我们所经营服务的都是这些最大的金主。也有可能我们有些媒体探索出来2C业务,去挣用户的钱,但我们也有这方面的尝试,比如新浪微博收年费,但从我们整个大盘子来看,占的比例很小。
本质上讲,做了那么多年,我觉得“新经济”这个词没有占很大的比例,我们从经营角度来讲,都是在想尽办法从“甲方大大”,就是这些大客户负责营销和投放的往往是副总裁,从他们预算中分得一杯羹。
主持人:
新浪现在也算是一个传统的媒体,新浪在新媒体发展方面做了哪些尝试?包括内容和营销上。
张翔:
这可能是划分问题,要跟郭老师这些新闻传播学院的学者交流,什么是新媒体?我们认为原来做报纸、做杂志,后来做了一个网页,是新媒体吗?其实未必。很多人认为新浪的产品就是有网页,有微博、微信,其实不是,我们也有很多自己的微信公众号,以官方名义做的微信公众号,我们也有会展服务,也有中央厨房等。但到我这儿,归根到底一句话,本质上还是为了从“甲方大大”那里获得投入,还是一种注意力经济的东西。
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