紙媒神用頭版打廣告」專家曝真相 | No more free rides! Apple Daily becomes first newspaper to install paywall

《蘋果日報》今頭版以全篇幅主打「付費訂閱制」廣告。(圖/讀者提供)| The Apple Daily advertised the new paywall on its July 17 front-page.

【看英文中國郵報學英文】在網路媒體發達的時代,新聞產業型態轉變,人們已經習慣在任何社群平台都有新聞可以看。不過《蘋果新聞網》近日力求改革,推出付費訂閱制,更直接將 A1 頭版拿來打「付費訂閱制」的廣告,成功吸引許多人目光。而如此廣告的用意又是什麼?《NOWnews 今日新聞》特別訪問到文化大學廣告學系主任鈕則勳為我們分析。

Journalism underwent a major transformation in the digital era: we can now enjoy free content online through various social media. Yet, the Apple Daily wants to change the rules of the game again by introducing online paid subscriptions, a new paywall system that the publication advertised on its front-page on July 11. Why? Find out in this interview with Professor Niu Tse-hsun, director of the department of advertising at Chinese Culture University.

對於這樣的廣告方式,鈕則勳指出,這是一種圖像創意的廣告模式,因為一般民眾的認知就是,頭版圖片文字都佔據大量版面,且色彩豐富,但是一夕之間版面全部空白,僅出現「付費訂閱制」的廣告,就會形成讀者聚焦的效果。

Asked about the front page, Professor Niu explained that this is a creative example of visual advertising. Most people acknowledge that front-pages are usually filled with huge, colorful pictures and titles, but as it was replaced with plain white text with just the title “paid subscription,” it immediately caught readers’ attention.

為何蘋果不惜用全版也要打這廣告?鈕則勳分析,因為對於看蘋果日報的人,也許他原本不知道《蘋果新聞網》已經需要付費,所以對這些潛在的網路讀者來說,他就很可能去進行付費的動作,如此一來就會彌補那些經常看網路新聞但卻不想付費的使用者。

With this advertisement, the Apple Daily is trying to attract more readers online who might not know of the new paywall, according to Professor Niu.

鈕則勳說,這樣的廣告手法充滿創意,其認知的效果就是「產生聚焦、引發討論」,只是是否可以讓看到的人真的去付費訂閱又是另外一回事。

Professor Niu said that the creative advertisement successfully stirs a conversation, although it won’t necessarily increase the number of paid subscribers at once.

不論新聞是不是應該付費觀看,《蘋果新聞網》確實在台灣開了先例。許多網友也紛紛表示,「或許我們都應該想想,什麼東西都免費是不是真的好?」現在很多人都說媒體素質差,新聞很爛,記者專業不足,但若是有高品質新聞的情況下,大家願意付費觀看新聞嗎?確實值得大家省思。

Whether we should pay for online news or not is an important question; the Apple Daily certainly breaks new ground on the subject in Taiwan journalism. Many have suggested that it’s time to rethink which option is better: free, low-quality news or high-quality paid content? ●