新聞媒體的專業／業餘協作與社群經營 ──以天下集團的《換日線》為例

Abstract

自從網際網路與社群媒體蓬勃發展，免費內容充斥、人人都可以成為資訊供給者，媒體不再掌握內容稀缺性，失去對內容的訂價權；又在廣告轉移至網路、科技平台分食數位廣告下，媒體面臨經營寒冬、需重新整頓並思考新的商業模式。新聞媒體開始改變過去的大眾傳播模式，以精準分眾、獨特市場區隔、深度分眾經營特定讀者社群，培養讀者對媒體的忠誠度。又在大環境改變與UGC內容興盛下，新聞媒體開始嘗試將UGC納為內容，以專業／業餘協作模式（pro-am journalism）經營。

本研究以極早意識到分眾和深度經營讀者社群、並採取專業／業餘協作模式的《天下雜誌》子頻道《換日線》為研究對象，借鑒虛擬社群經營、公民媒體成立歷程、國內外媒體創業、粉絲社群經營等文獻，探討《換日線》之社群經營歷程，分析《換日線》每個階段的目標、主要行動、效益與限制。

透過文獻爬梳與訪談《換日線》之經營團隊，本研究發現《換日線》的經營歷程可分為：（一）定錨：像是漁船定錨，《換日線》依循「吸引」原則，以獨特品牌定位建立利基市場，同時以人脈、他方平台合作、母媒體名氣等方式吸引作者。（二）磁吸：依循「依賴」原則，以各式活動與管道吸引、提升作者與讀者對《換日線》的參與和忠誠度。（三）共榮：作者與《換日線》共同構成共存共榮有機生態圈，《換日線》邀請專欄作家作為付費活動的講者，獲取經濟價值，作者也能透過筆耕，培養個人知名度、或是透過《換日線》搭建的平台與更多對國際生活嚮往的年輕人連結。《換日線》依循「歸屬」原則，以各式雙向互動的活動增加編輯部與作者和讀者的聯繫，也透過舉辦各式的實體或線上活動，加深與內容提供者以及讀者的情感連結。

本研究也發現，這些階段可以用社會、經濟和文化效益來表示，媒體應在不同階段重視不同的效益：例如在定錨階段擴大社會和文化效益，在磁吸階段開始嘗試將社會效益轉化為經濟效益。最後，在共榮階段則將社會效益轉化為更多的經濟效益。

In the digital age, media faces challenges like content abundance, shifting advertising trends, and the need for new business models. To adapt, news outlets are abandoning traditional mass communication for precise audience segmentation and cultivating loyal reader communities. They're also integrating user-generated content through professional/amateur collaboration models.

This study focuses on Crossing, a subchannel of CommonWealth Magazine Group that early on recognized the importance of audience segmentation and professional/amateur collaboration. Through literature review and interviews, the study divided Crossing community building journey into three phases: (1) Anchoring, (2) Magnetic Attraction, and (3) Mutual Prosperity.

In the Anchoring stage, akin to the anchoring of a boat, Crossing follows the principle of "attraction" to establish a niche market with a unique brand positioning, while actively recruiting authors. In the Magnetic Attraction stage, Crossing follows the principle of "reliance" and utilizes various activities and channels to attract and increase the participation and loyalty of both authors and readers. In the Mutual Prosperity stage, the collaborative community matures, and authors and Crossing collectively form a symbiotic ecosystem. Crossing invites columnists to speak for paid events to generate economic value, while authors can cultivate personal fame through writing or connect with more young people aspiring for international lifestyles through platforms established by Crossing.

The study also suggests that each phase can be represented in terms of social, economic, and cultural benefits, with media outlets focusing on different benefits at each stage. For example, expanding social and cultural benefits during the Anchoring stage and converting social benefits into economic benefits during the Magnetic Attraction stage. Finally, in the Mutual Prosperity stage, social benefits should be further converted into additional economic benefits.