Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/184955 
Title: 

Small or Smart? An Exploration of Viable Business Model of Media Organizations under the Lens of Attention Economy: The Case of China

The document was removed on behalf of the author(s)/ the editor(s).

Year of Publication: 
2018
Series/Report no.: 
29th European Regional Conference of the International Telecommunications Society (ITS): "Towards a Digital Future: Turning Technology into Markets?", Trento, Italy, 1st - 4th August, 2018
Publisher: 
International Telecommunications Society (ITS), Calgary
Abstract: 
Market-oriented traditional media that emerged from China's news reform now faces an industry crisis brought by new media. These traditional media organizations have been exploring ways to innovate and converge with new media. From 2014 to 2017, the author of this research tracked three market-oriented media outlets in Guangzhou: two life-style magazines and a media APP run by a metropolitan newspaper. Combining background document analysis, in-depth interview and participant observation, this study examines the process of establishing a new media business model aiming at sustainable profitability. It is found that in the process of transition, the macro media system unavoidably plays a restrictive role, while the motivation to innovate and ability to execute on the part of media organization leadership are a key factor. At the micro level, the original content production based on accurate positioning of target users is positively linked to media performance and profitability; and cross-media editorial operation may have an adverse impact. From the perspective of new media attention economy, wisdom journalism and wisdom marketing are equally important in attracting users. It is still too early to say that any new media profit model is mature to established, but this research finds that media convergence is a relatively smooth path for "demassified" small media to achieve profitability. As such, demassified media operation may become a new growth point or organic supplement in traditional media organizations in their media convergence process.
Subjects: 
attention economy
demassification of media
wisdom journalism
smart marketing
new media profit model
Document Type: 
Conference Paper

Files in This Item:
The document was removed on behalf of the author(s)/ the editor(s) on: September 24, 2019


Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.