Research On The Difficulties And Outlets Of Payment News

Chris Anderson,the former editor-in-chief of Wired and the author of the "The Long Tail Effect" theory,made a point that if "free" was a powerful marketing tool in the last century,it has become an entirely new economic model in the 21 st.in a book named Free:The Future of a Radical Price.It seems that the news is free in people's cognition of news for a long time,but there is no free lunch in the world,free is just a way to attract audience,news also needs cost.With the continuous development and expansion of the media,it occupies the living space of traditional media to a large extent.And the cost is not only impossible to reduce but also the profit is reduced.A wide audience of traditional media continues to lose,the advertising revenue continues to decline and the influence of the traditional platform weakens.These factors make the traditional media into a dilemma and news content payment has emerged in such a background.Western countries provide us with a new way that is "paywall" practice,which is to monetize the content through the business model of news payment.Although China has repeatedly suffered setbacks on the road of news payment,many media have seized the opportunity of gorgeous transformation of news payment.It proves that the road of news payment is not impossible in China.This paper includes the connotation of news content payment,the concept of news payment and the development process of Chinese and foreign "pay wall".These factors which lay the foundation for analyzing the dilemma and proposing solutions.And Chinese news payment is not always easy,there are many difficulties to hinder its vigorous development.It summed up the news content payment of the current four predicament.The first is the same news content,the second is low brand loyalty,the third is weak awareness of payment,the fourth is frequent infringement.Based on the successful experience of Chinese and foreign paywall models,combined with Chinese own national conditions.From the content,four dimensions are brand,behavior and law.And exploring the solution path of news payment.From the perspective of content,breaking the homogeneity of industry news and pursue in-depth content;From the brand point of view,building news community,strengthen brand marketing;From the perspective of behavior,encouraging news consumption and cultivate consumption habits;From the perspective of law,improving legal protection and cracking down on infringement.With the exploration in practice,news content payment has its own unique living space.However,news payment is not the only way to solve the decrease of media income.Media should choose news payment according to its own conditions,and avoid blindly following the trend.