每天8400万人看的《赫芬顿邮报》明年会做什么

huffingtonpost谈论在线媒体绕不开赫芬顿邮报,如今赫芬顿邮报网站每天全球有8400万独立访客,生产1500篇以上的文章,美国版外还有8个海外版,2014年在巴西、韩国、印度甚至中东都计划开新站。

水平弱点的分析师到这里就该总结赫芬顿邮报的成功之道了:聚合是王道,领导当教主,内容要外包等等。但是成功不是靠标榜,而是由实打实的商业表现说话的。

简单粗暴的说就一句话,Show Me the Money.只要不算钱,都是在忽悠。即使文化人不好明着谈钱,也至少讲清楚未来钱从哪里来吧。

如今赫芬顿邮报44%的流量都来自美国外,2013年国际广告收入预计增长180%,但只占总收入的15%。在海外建站方面,赫芬顿邮报能给出的价码是这样的:投资200万美元和当地出版商合作,计划在两年内打平,如今,加拿大、法国和英国版都已(或接近)盈利。我曾经对虎嗅类媒体的出路判断之一就是和寻求全球扩张的赫芬顿邮报合并做中文版,但想来这区区200万美元的投资,虎嗅是不合适了,此外赫芬顿想做的中文版也不是科技站。

网络视频、原生广告与移动广告

赫芬顿网站的二当家是CEO Jimmy Maymann,明年赫芬顿邮报看点在哪里,他给的答案是网络视频、原生广告与移动广告这三方面,但三点都是硬骨头。

1.网络视频(HuffingtonLive),11月点击量只有10万8000次,广告主将会为直播付更高的价格,但如今赫芬顿只有15%到20%的视频是真得被直播收看。——国内的视频站会为直播付更高费用吗?想想搜狐拿好声音的案例。

2.移动广告,明年移动流量将占到总流量的一半,但广告只占15%。——中国的门户移动站,广告能占流量和广告的多少?

3.原生广告,今年赫芬顿上涨了47%,但原生广告是从长计议,销售较为复杂。——明年应该就能看到中国大规模的原生广告了,这在移动端上已经很普遍了。

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