会员制对资讯媒介真的奏效吗？｜德外独家
<img src="https://p3-sign.toutiaoimg.com/318f00002224d739aee2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725941095&x-signature=1Fska16O8feInAr6pv9sZRvLjxA%3D" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源自</span>：membershippuzzle.org</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者：Emily Goligoski</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">编译：汪尧</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">公共服务<span style="color: black;">资讯</span>十<span style="color: black;">数年</span>来<span style="color: black;">始终</span>面临着问题是，过时的<span style="color: black;">商场</span>模式的崩溃和<span style="color: black;">怎样</span>寻求可<span style="color: black;">连续</span>发展。起初看来，随着读者流向网络，<span style="color: black;">资讯</span>数字化，<span style="color: black;">宣传</span>费将<span style="color: black;">亦</span>会跟随。<span style="color: black;">此刻</span><span style="color: black;">咱们</span>看到，Facebook和Google 正在<span style="color: black;">捕捉</span>大部分资金，<span style="color: black;">由于</span><span style="color: black;">她们</span><span style="color: black;">持有</span>更好的定位数据。点击量、<span style="color: black;">宣传</span>拦截、侵入式跟踪都会影响读者信任。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那<span style="color: black;">资讯</span>可<span style="color: black;">连续</span>发展道路在哪里？公共服务<span style="color: black;">资讯</span>界的读者似乎必须<span style="color: black;">经过</span>贡献钱、分享和传播来<span style="color: black;">保准</span>内容获取，这<span style="color: black;">便是</span>“会员”的定义。但会员资格并不只是简单<span style="color: black;">包含</span>会费，<span style="color: black;">媒介</span>和会员之间必须有契约内容，这份契约内容<span style="color: black;">便是</span>会员项目的核心挑战。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">会员制并不适合所有<span style="color: black;">资讯</span><span style="color: black;">媒介</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">都数</span><span style="color: black;">媒介</span>只是以其<span style="color: black;">做为</span>增收方式之一</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">会员制<span style="color: black;">日前</span>快速发展，大<span style="color: black;">都数</span>的<span style="color: black;">媒介</span>将其视为收入多元化的必要方式。在扩大<span style="color: black;">机构</span>整体业务上，迄今为止仍然是<span style="color: black;">宣传</span><span style="color: black;">分部</span>承担了大部分的重担，不少<span style="color: black;">媒介</span><span style="color: black;">机构</span>如Gimlet，El Diario，TheGuardian等<span style="color: black;">期盼</span><span style="color: black;">能够</span><span style="color: black;">经过</span>会员制辅助<span style="color: black;">宣传</span><span style="color: black;">分部</span><span style="color: black;">增多</span>收入。<span style="color: black;">亦</span>有<span style="color: black;">有些</span><span style="color: black;">媒介</span>如苏格兰的Ferret，英国的The Bristol Cable将会员身份<span style="color: black;">做为</span><span style="color: black;">重点</span>的方式来支持<span style="color: black;">报告</span>，<span style="color: black;">一般</span>能和受众高度互动。这两种<span style="color: black;">办法</span>都有缺点，想要平衡收入<span style="color: black;">源自</span>模式或完全依赖于会员制都不太容易。</p><img src="https://p3-sign.toutiaoimg.com/318b000b2ecb4d527218~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725941095&x-signature=k9xlgJ3i2GkDLViNX7hu5HFc8Tg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">The Ferret 首页网站</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">媒介</span>实行会员制前需<span style="color: black;">思虑</span>两个<span style="color: black;">原因</span>：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">内部资源约束和对会员的潜在限制</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这个过程中，内部资源约束可能会减缓变化。《政治线》创始人泰根·戈达德（Taegan Goddard）<span style="color: black;">暗示</span>，会员制<span style="color: black;">针对</span>单个受众的定制<span style="color: black;">资讯</span>内容<span style="color: black;">来讲</span>是一个<span style="color: black;">连续</span>的挑战，它需要付出<span style="color: black;">海量</span>的<span style="color: black;">奋斗</span>和时间。<span style="color: black;">不外</span>，在尝试其他收益模式之后，他还是致力于为会员的个人信息保密，他<span style="color: black;">叫作</span>会员制为“你能<span style="color: black;">持有</span>的最诚实的<span style="color: black;">典范</span>”。在<span style="color: black;">公众</span>对<span style="color: black;">资讯</span>信任度下降的时代，这是一点重要的洞察。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">很强</span>型的<span style="color: black;">资讯</span><span style="color: black;">媒介</span><span style="color: black;">一般</span>会缺乏激励机制和能<span style="color: black;">有效</span>与受众互动的系统。这是一个<span style="color: black;">长时间</span>存在的问题，就像创新工作总是难以找到关注点<span style="color: black;">同样</span>。但从事会员制的<span style="color: black;">关联</span>工作人员经常需要更好的系统来<span style="color: black;">科研</span>受众<span style="color: black;">是不是</span>会<span style="color: black;">由于</span>高<span style="color: black;">报答</span>、<span style="color: black;">行径</span><span style="color: black;">跟踪</span>等而加入会员。Andras Petho说，管理会员资格<span style="color: black;">针对</span>他在匈牙利参与编辑的Direkt36调查网站<span style="color: black;">来讲</span>非常<span style="color: black;">繁杂</span>，“<span style="color: black;">咱们</span><span style="color: black;">无</span>数字软件<span style="color: black;">保留</span>数据库，<span style="color: black;">因此</span>手动完成所有操作，很费时。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">News Revenue Hub<span style="color: black;">按照</span>创始人玛丽·沃尔特·布朗（Mary Walter Brown）在“圣地亚哥之声（Voice of San Diego）”会员计划中的经验，<span style="color: black;">起始</span>在这一<span style="color: black;">行业</span><span style="color: black;">供给</span>咨询服务。De Corresponder正在<span style="color: black;">研发</span>一种软件<span style="color: black;">期盼</span>能<span style="color: black;">处理</span><span style="color: black;">帮忙</span><span style="color: black;">处理</span>这些沟通管理问题。</p><img src="https://p3-sign.toutiaoimg.com/318c000b138202bf3c9e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725941095&x-signature=D%2Fv6nkNOA2LB7KrzknxfT9Jjpls%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">New Revenue Hub网站首页</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大<span style="color: black;">都数</span>在线<span style="color: black;">资讯</span>消费者并不习惯为<span style="color: black;">资讯</span>业务付费，这<span style="color: black;">引起</span><span style="color: black;">媒介</span>为更<span style="color: black;">繁杂</span>和耗时的众筹而做出<span style="color: black;">奋斗</span>。波士顿非营利<span style="color: black;">资讯</span>学院的克里斯·法拉诺（Chris Faraone）说，“人们还不习惯直接为<span style="color: black;">资讯</span>业<span style="color: black;">供给</span>资金”。而事实是，读者所接触到的绝大<span style="color: black;">都数</span><span style="color: black;">媒介</span>都是依靠<span style="color: black;">帮助</span>的，这些<span style="color: black;">帮助</span>来自<span style="color: black;">宣传</span>主、投资方或记者<span style="color: black;">自己</span>。但与此<span style="color: black;">同期</span>，克里斯却<span style="color: black;">亦</span><span style="color: black;">发掘</span>“受众想要参与<span style="color: black;">资讯</span>工作，<span style="color: black;">尤其</span>是在其当地社区。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">哪些</span>对网站高度支持的会员<span style="color: black;">亦</span>会有<span style="color: black;">恰当</span>的期望，认为自己能<span style="color: black;">得到</span>额外的价值或技能来换取<span style="color: black;">她们</span>花费的时间。The Ferret的Peter Geoghegan说，受众更愿意参研讨会学习事实核查、调查和视频编辑技能。而另一方面，那种鼓励非正式的团队成员和会员互动的活动并不太受关注。在美国，Rebekah Monson说， “筹款是‘昂贵的活动’，<span style="color: black;">由于</span>所有的营销活动都需要对时间的掌控。WhereByUs<span style="color: black;">选取</span>了一种非传统方式，即从读者那里追求投资<span style="color: black;">源自</span>，<span style="color: black;">然则</span><span style="color: black;">无</span><span style="color: black;">海量</span>的时间投入，是没法轻易<span style="color: black;">认识</span>你的受众的。“必须制定一个合适的会员计划，<span style="color: black;">不可</span>让它像野草<span style="color: black;">同样</span>生长。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">会员制的契约内容</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">需要<span style="color: black;">小心</span><span style="color: black;">思虑</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大<span style="color: black;">都数</span><span style="color: black;">媒介</span><span style="color: black;">机构</span>不会仔细规划会员契约内容的细节，<span style="color: black;">包含</span>定价和参与问题。<span style="color: black;">倘若</span>不<span style="color: black;">思虑</span>这些问题，就<span style="color: black;">不可</span><span style="color: black;">保准</span>会员的忠诚度。Audible的原创内容高级副总裁及NPR的前任编程副总裁Eric Nuzum<span style="color: black;">数年</span>来举办了不少公共音频宣传推动研讨会，他在许多音频的筹款工作中遇到了<span style="color: black;">一起</span>的问题。“筹款的价值不符合其内容的编辑价值。”他告诉<span style="color: black;">咱们</span>。</p><img src="https://p3-sign.toutiaoimg.com/318d00075885e808ab53~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725941095&x-signature=zHxhdofczw9CZWFJ%2B6D6siXr1Yk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Audible网站首页</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">准备实行会员订阅制的<span style="color: black;">媒介</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">应<span style="color: black;">重视</span>的细节</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">会员制不仅应被看作一门<span style="color: black;">创立</span>在自己的原则上、有实践和内容为对象的科学，更要把它当作需要视觉和细节的艺术。Slate主编朱莉娅•特纳（JuliaTurner）<span style="color: black;">暗示</span>，该<span style="color: black;">机构</span>对<span style="color: black;">包含</span>会员在内的忠实读者和听众实施了战略转变，虽然<span style="color: black;">增多</span>了工作，但<span style="color: black;">亦</span>会带来更大的<span style="color: black;">报答</span>。她说，<span style="color: black;">思虑</span>到这些用户愿意<span style="color: black;">供给</span>反馈并愿意<span style="color: black;">供给</span><span style="color: black;">有些</span>故事的想法，有时会让<span style="color: black;">她们</span>参与编辑工作，这是一种更加有趣的方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">塞巴斯蒂安·埃塞尔（Sebastian Esser）在德国与他人<span style="color: black;">一起</span>创立并运营的网站Krautreporter<span style="color: black;">亦</span>采取了<span style="color: black;">广泛</span>而有<span style="color: black;">道理</span>的方式来吸纳会员。<span style="color: black;">她们</span>有三重策略：解释、参与、感受。 Krautreporter<span style="color: black;">科研</span>其会员<span style="color: black;">意见</span>进行独立调查的主题，即使它们<span style="color: black;">已然</span>被其他网站<span style="color: black;">报告</span>了。<span style="color: black;">她们</span>迄今为止最受欢迎的<span style="color: black;">专题</span>是以非正式语言撰写的叙利亚内战的六万人角色<span style="color: black;">诠释</span>。网站的作者和受众之间<span style="color: black;">能够</span>产生<span style="color: black;">剧烈</span>的共鸣，而不是刻意<span style="color: black;">隐匿</span>个人感受。该网站<span style="color: black;">需求</span>会员在注册时列出<span style="color: black;">她们</span>的专业<span style="color: black;">行业</span>和兴趣<span style="color: black;">兴趣</span>，这使编辑小组能够向用户<span style="color: black;">供给</span><span style="color: black;">关联</span>内容<span style="color: black;">意见</span>，有一半的会员在注册时<span style="color: black;">供给</span>了这些数据。塞巴斯蒂安说：“<span style="color: black;">咱们</span>从未在三年的时间里屏蔽任何一个会员的评论，即使人们在论坛上<span style="color: black;">发布</span>着<span style="color: black;">区别</span>的观点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相比品牌广泛推广的内容，会员们<span style="color: black;">是不是</span>对专属会员内容更感兴趣？想要<span style="color: black;">认识</span>这一点，一个很好的方式<span style="color: black;">便是</span>与已有会员和潜在会员保持密切联系。 Slate Plus编辑总监Gabe Roth<span style="color: black;">暗示</span>，他的团队在采取<span style="color: black;">各样</span><span style="color: black;">办法</span>尝试为会员<span style="color: black;">供给</span><span style="color: black;">区别</span>的便利，<span style="color: black;">包含</span>节目<span style="color: black;">关联</span>活动和独家内容，以及“Slate Academy”这种深入的个人主题。当<span style="color: black;">有些</span><span style="color: black;">制品</span>不<span style="color: black;">供给</span>有价值的<span style="color: black;">报答</span>，<span style="color: black;">例如</span>TV RECAP播客，<span style="color: black;">她们</span>就会<span style="color: black;">快速</span>削减掉<span style="color: black;">制品</span>或服务。</p><img src="https://p3-sign.toutiaoimg.com/318e000aba3f813dab05~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725941095&x-signature=f7HjSVzHU9ZzYc2vVNmRz3GDrfk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“点评备忘录”（Talking Point Memo）的网站首页</strong></p>
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