Study On Media Secondary Sales Profit Model

From1830up to now, the secondary sales model has always been the main profit model of the media industry. Basing on the profit model as the breakthrough point, this paper studies specific meaning, origin and development of the secondary sales, as the model a kind of product-center sales profit model. This model enables early newspapers to achieve economic independence, enhance the newspaper’s social status, change the news concept, impel the newspapers out of the Party subsidies to public and market. But the model’s pursue on advertising leads the media content to entertainment, vulgarization and homogenization, which is widely criticized.At present, the secondary sales model faces enormous pressure, one is development restrictions of the model itself; another is the competition of the new media which distributes the audiences and advertisers of traditional media. The two kinds of pressures forced the media to find a new profit model.Through the theory of value chain and the IMC, media’s exploration finally returned to the two dimensions:customer-focused to create media products and tapping the valued media resources. On this basis, this paper combines paradox of the profit pattern and five-grid-models of customer development, suggest current media profit strategy like this:maintaining the advertising and publish incomes, developing brand and channel operation incomes, exploiting and fostering value-added service areas incomes.