行業動態

好新聞有獨一無二的社會效益

日期︰2018年04月30日

好新聞有獨一無二的社會效益

香港報業公會舉辦的最佳新聞獎是業界事,報章從業員天天付出努力,務求做出最好的作品,求真、求全面,還透過圖片,標題、設計加強訊息傳達,務求為讀者和大眾做出最好的新聞。對報業經營來說,好新聞是報業的靈魂,同時讓傳統媒體繼續扮演輿論領袖的重要角色,這點在網體不斷變化下尤為突出。

在資訊泛濫下,無論紙媒、電子傳媒抑或網媒,都同樣承受各種經營上的壓力。新聞機構必須有更強更清晰的定位,才能在風浪中穩住自己的定位,做好新聞正是報紙的核心競爭力。從個別報業集團宣布全年或中期業績,本業都有起色,說明優質資訊仍然會獲讀者和廣告客戶重視。

 
加價無明顯影響銷路

今年報業一件大事,是收費報章打破了多年價格維持不變做法,多家報館先後調高售價。從數字顯示,加價影響似乎比估計為輕。如果用再長一點的時間去看,讀報人數經多年前的快速回落後,近年已有明顯放緩的跡象,如果細看的話,個別報章的讀者人數這兩年已大致維持,未受網絡明顯衝擊。

根據Ipsos Media Atlas最新的媒體調查,報章之總讀者人數保持堅穩。截至2017年第四季,本港12至64歲之報章讀者人數維持276萬,比對去年同期,免費報及收費報同樣錄得微升。當中收費報之讀者人數由2015年的218萬,一度跌至2016年的188萬,但2017年已回升至193萬,反映報紙讀者人數仍然可觀之餘,收費報紙並無受去年尾、今年初陸續加價影響。

過去一年報業市場面對不同挑戰,其中之一是收費報紙加價,報紙加價結果對讀者人數沒有造成明顯影響,報業本來不是一門厚利生意,發行收益的增加,對經營其實甚有幫助。作為商品能夠成功加價,反映了市場的承接力。每次調整價格,等同是提醒讀者對消費決定作出檢討,收費報紙能夠過關,說明媒體本身的生命力。

傳統報業面對媒體生態改變,經營當然不能一成不變。從各媒體集團的業績看,暫時比較成功的做法之一,是採取報網合一,相輔相承同步增加收益的做法;又或者是採取網絡內容與紙媒內容清楚區分,各自經營的策略。由於網媒效益暫時仍然偏低,加上被社交平台和程式廣告侵蝕收入,簡單地把有價內容全部上載,至今仍難以回收龐大的內容制作成本,以圖把紙媒完全變成網媒的做法,存在極大風險。

現時大部份的網媒,都缺乏原創的新聞資訊,部份則處於嚴重燒錢,缺乏可持續營運模式,在新聞把關上的水準亦良莠不齊,相比之下,報網兩條腿走路看來是較為穩健的轉型方式。

從報紙廣告仍然有價,反映新聞媒體花費大量心血和編採資源打造的內容,仍然具有很大的品牌效應,令紙媒的影響力尚在,這也令新聞媒體與其他單靠流量的網體分別開來。新聞機構要維持本身的定位,好新聞必不可缺,這也是從業員在逆境中共勉堅持的努力方向。由好新聞打造出來的品牌效應,是報業最珍貴的資產。負責任、有深度的報章內容,具有廣大的社會效益,實在值得社會各界著力研究如何好好支持和保護,讓優質資訊可以繼續推動社會進步。

 
好新聞有獨一無二的社會效益 

香港報業公會舉辦的最佳新聞獎是業界事,報章從業員天天付出努力,務求做出最好的作品,求真、求全面,還透過圖片,標題、設計加強訊息傳達,務求為讀者和大眾做出最好的新聞。對報業經營來說,好新聞是報業的靈魂,同時讓傳統媒體繼續扮演輿論領袖的重要角色,這點在網體不斷變化下尤為突出。

在資訊泛濫下,無論紙媒、電子傳媒抑或網媒,都同樣承受各種經營上的壓力。新聞機構必須有更強更清晰的定位,才能在風浪中穩住自己的定位,做好新聞正是報紙的核心競爭力。從個別報業集團宣布全年或中期業績,本業都有起色,說明優質資訊仍然會獲讀者和廣告客戶重視。

 
加價無明顯影響銷路

今年報業一件大事,是收費報章打破了多年價格維持不變做法,多家報館先後調高售價。從數字顯示,加價影響似乎比估計為輕。如果用再長一點的時間去看,讀報人數經多年前的快速回落後,近年已有明顯放緩的跡象,如果細看的話,個別報章的讀者人數這兩年已大致維持,未受網絡明顯衝擊。

根據Ipsos Media Atlas最新的媒體調查,報章之總讀者人數保持堅穩。截至2017年第四季,本港12至64歲之報章讀者人數維持276萬,比對去年同期,免費報及收費報同樣錄得微升。當中收費報之讀者人數由2015年的218萬,一度跌至2016年的188萬,但2017年已回升至193萬,反映報紙讀者人數仍然可觀之餘,收費報紙並無受去年尾、今年初陸續加價影響。

過去一年報業市場面對不同挑戰,其中之一是收費報紙加價,報紙加價結果對讀者人數沒有造成明顯影響,報業本來不是一門厚利生意,發行收益的增加,對經營其實甚有幫助。作為商品能夠成功加價,反映了市場的承接力。每次調整價格,等同是提醒讀者對消費決定作出檢討,收費報紙能夠過關,說明媒體本身的生命力。

傳統報業面對媒體生態改變,經營當然不能一成不變。從各媒體集團的業績看,暫時比較成功的做法之一,是採取報網合一,相輔相承同步增加收益的做法;又或者是採取網絡內容與紙媒內容清楚區分,各自經營的策略。由於網媒效益暫時仍然偏低,加上被社交平台和程式廣告侵蝕收入,簡單地把有價內容全部上載,至今仍難以回收龐大的內容制作成本,以圖把紙媒完全變成網媒的做法,存在極大風險。

現時大部份的網媒,都缺乏原創的新聞資訊,部份則處於嚴重燒錢,缺乏可持續營運模式,在新聞把關上的水準亦良莠不齊,相比之下,報網兩條腿走路看來是較為穩健的轉型方式。

從報紙廣告仍然有價,反映新聞媒體花費大量心血和編採資源打造的內容,仍然具有很大的品牌效應,令紙媒的影響力尚在,這也令新聞媒體與其他單靠流量的網體分別開來。新聞機構要維持本身的定位,好新聞必不可缺,這也是從業員在逆境中共勉堅持的努力方向。由好新聞打造出來的品牌效應,是報業最珍貴的資產。負責任、有深度的報章內容,具有廣大的社會效益,實在值得社會各界著力研究如何好好支持和保護,讓優質資訊可以繼續推動社會進步。

 
香港報業公會副主席 蕭世和

 
Quality news reporting provides unique benefits to society

The Best News Reporting Awards organized by the Newspaper Society of Hong Kong (NSHK) is a significant event in the media industry. Media workers give of their best on a daily basis to provide comprehensive, accurate and prompt news coverage for readers, with the help of photographs, headlines and graphic designs. To newspaper companies, quality news reporting is the soul of the industry, and enables traditional media to continue playing a crucial, leading role in community affairs. This is an important consideration against a background of tumultuous changes in online media.

In this age of information overload, the media industry, inclusive of the print media, electronic media and online media alike, all come under enormous operational pressures. To survive the odds, news corporations must maintain a strong and clear-cut market positioning; and quality news reporting is the very essence of a newspaper’s competitive strength. As can be gleaned from the annual or interim results of individual newspapers, the print media has recorded improvements, underlining the fact that quality news reporting is a sure way of gaining the support of both readers and advertisers.

Price hike has had no impact on circulation 

During the year, the most significant development in the print media is a break from the status quo in the last few years, with a number of paying newspapers raising the cover price. Statistics shows that the impact has not been as strong as anticipated. Looking at this subject over a longer perspective, the initial drastic decline in readership many years ago has petered out in the last few years. A closer scrutiny shows that the readership for some papers in the last two years has remained steady and unaffected by the rise of online media. According to the latest IPSO media survey, newspaper readership remained steady at 2.76 million as at the fourth quarter of 2017. There has been a slight increase in the readership of both free and paid newspapers. The readership of paying newspaper  was 1.88 million in 2016, but has recovered to 1.93 million in 2017, reflecting a solid picture in newspaper readership. 

Last year, the newspaper industry confronted a number of challenges, one of which was a price hike for paying newspapers, but there has been no adverse effect on circulation. Newspaper is not a hugely lucrative business, therefore any additional revenue from newspaper sales is of help. For any commodity to raise its price is a test of its acceptability in the market. A price adjustment is equivalent to a review of the consumer’s purchase decision. In this respect, paying papers have passed the test, which is a testament to its strength and vibrancy in the marketplace. 

In response to the changing media market, the industry must make appropriate adjustments. Judging by the results of various media companies, one promising strategy appears to be the amalgamation of the print and the online media, whereby the complementarity can generate additional income. Alternatively, one could try adopting a clear delineation in the content between the print media and the online media, with each operating independently. Currently, the cost-effectiveness of online media is on the low side. Moreover, it is under attack by social media which simply upload contents of value, making it hard for online media to recoup its huge production outlay. Therefore, any attempt to completely transform from a print media into an online media would be fraught with risks. 

Currently, the majority of the online media are deficient in original news generation, while others are operating under serious deficits and groping for a sustainable mode of operation. There is also a lacking in a rigorous maintenance of standards in news reporting. In comparison, the amalgamation of the print and online media appears to be a more promising approach in the transformation of the operation mode. 

As newspaper advertising can still command a price in the market, it underscores the importance of mobilizing resources and exerting every effort in news reporting in order to uphold one’s branding. As the print media continues to wield influence in the community, that is precisely what differentiates it from online media which relies soley on streaming. To safeguard its market position, any news company must be able to deliver quality news coverage – a common goal shared by dedicated news practitioners in the face of a difficult market environment. The branding that results from quality news reporting is a news company’s most valuable asset. Responsible, in-depth news coverage can confer enormous benefits to the community, it is, therefore, in everybody’s interest that this be nurtured and protected, and that high-quality news reporting be allowed to continue propelling progress in society.

Siu Sai-wo
Vice Chairman, the Newspaper Society of Hong Kong

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