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新媒体被定义为:所有人对所有人的传播。相对于传统媒体来说,入行门槛低,拉上十几个人、买上一台服务器,就可以开工了。门槛低就代表着竞争更激烈,比如今年最火的科技博客,据统计,包括虎嗅网、雷锋网在内的科技博客,数量窜至15家之多。如此激烈的竞争,如何才能活下去?各家都明白一个道理——目光聚集的地方,金钱必将跟随,攒出好内容,成了各家下功夫最深的地方。

先要说一下,今年科技博客火起来的背景:

第一,跟随。国外科技博客流行很多年了,比如techcrunch、Business Insider、The Verge等。

第二,数据基础。国内的科技公司发展足以支撑信息构架,科技改变生活得理念已经深入人心,受众也够用了。

第三,冲击,新媒体在对传统媒体形成冲击,高端用户在往线上流失。

第四,门户不给力。高端用户在大而全的门户上找不到能解馋的资讯。

第五,微博的兴起,微博上的自媒体,观点泛滥,且有140字的局限,需要一个载体能够将观点扩展并沉淀下来。

这些科技博客有各种流派,有的脱胎于门户,比如创事记、腾讯科技;有的是传统媒体人出来做的,如虎嗅网、所以更偏重评论和商业分析;有的脱胎于传统媒体,如创业家、21世纪商业评论、极客公园、快鲤鱼,他们的路子设想肯定跟虎嗅网很像,但是因为团队的局限,所以特色并不明确。有的靠翻译国外科技博客起家,如36氪。

这样兴盛的态势,跟当年2010年团购年很像,它们会不会也像团购一样,明年死一批呢?

答案是肯定的,老牌的科技博客Donews、鞭牛士已经苟延残喘了,有靠山的,比如新浪科技的创事记,商业价值的极客公园,就像西游记里面有背景的妖怪,靠母体输血养活,死不了,但也活不好。而台面上活蹦乱跳的几个,如虎嗅网、钛媒体,如果不能在商业化上找到自己的路子,死亡,不会离的太远。

接下来分析他们的几种死法:

1、内容差而死。阅读国外或者更高阶的资讯,门槛不像以前那么高了,是否是好的内容读者能够自行分辨,没有好的内容,或者非常容易被取代,那就只能等死了。

2、成本高被拖死。好的内容当然需要好的团队打造,现在的好记者、好编辑可不便宜。创始人如果不计成本的补给团队,等到钱玩光了,就只有关门了。

3、技术差而死。技术是新媒体的性感带,好的技术才能带来快感。Ping west要几分钟才能打开,虎嗅网注册常常比较比较困难,这都影响客户体验。

4、商业化难而死。有的网站脸皮厚以发软文为生,有的胆大收保护费,ping west天然具有硅谷的地理位置,光每年把国内的这帮创业者拉过去开会都能把自己养活。但如果想要正经营生的,你们想好要怎么活下去了吗?


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