In online publications, some users need to spend money, Others let users enjoy them for free, while others pick up the “big banner†of online advertising. Therefore, from the point of view of the charging model, online publishing can be divided into paid publishing, free publishing, and advertising fee publishing. On the issue of fees, online publishers should see clearly the true face of these three publishing modes and think twice before proceeding.
I. Paid Publishing's fee-based model Paid publishing refers to the fee charged by the online publisher for ordering users when providing publications. "Web publishers" here refers to individuals and organizations that publish information on the Internet, and "subscription" refers to users' access to online publications. The extension of these concepts is wider than the concept of traditional publishing. As a new industry, the network publishing industry needs certain funds for its maintenance and development, such as initial capital investment, security costs, and intellectual property transaction fees. Paid publishing is a solution to the problem of network publishing to solve financial problems. At present, some domestic and foreign web publishing, some e-mail publishing (ie, mailing list) and some database retrieval services also charge users. There are generally two ways to pay for publishing:
1. Subscription subscriptions Currently, some e-mail publications, online magazines, and online journals are the most expensive. Charged Internet publications Like traditional print newspapers, users have to pay subscription fees through various channels when they subscribe. Of course, before the subscription, online publishers usually give users free access to the content or directories of the previous period, and then the user decides whether to subscribe, and the price of online subscription is often much lower than the price of print. In the traditional publishing industry, it is not easy to achieve balance by charging subscription fees; however, due to the relatively low cost of online publishing and the scale effect of online subscribers, the opportunities for online publishers to increase profits are greatly increased.
However, the backward delivery method has been a major obstacle to the development of China's online publishing. Due to the low degree of currency electronicity, China's online publishing must also pay subscription fees through traditional remittances or through telecommunications departments deducting corresponding communication fees. However, electronic money in the western developed countries is quite popular, and the services of the electronic banking industry have been extended to the Internet. When paying the fee, the user uses a credit card and pays the fee through the electronic bank account specified by the public gateway interface provided by the network publisher. This process is quick and easy. Prior to the arrival of such a fee system, the use of paid publishing in China was greatly reduced.
In addition, China's Internet users in addition to paying subscription fees, but also to pay expensive Internet access fees. If Internet users think that online reading is not economically worthwhile, they may not necessarily patronize such webpages or publications.
2. Paid Information Service Paid Information Service, which means that online publishers charge fees by providing information to network users. These information services come in many forms, such as information retrieval, user surveys, and so on. In this kind of service, it is usually the user's request for the network publication, and then the network publisher transmits the final result of the information query to the user in the form of a publication. This kind of search service generally charges according to the number of times of retrieval or the number of acquired information, regardless of the time of use and the mode of downloading.
The DIALOG system, the largest document database in the world, and OCLC, the largest online library resource, provide such paid information services. For example, the number of OCLC searches refers to submitting a search query, which is based on the hit data. One hit is a hit. Ten thousand hits are also one time. When the user uses the terminal directly to display or obtain a text, it is counted as 5 Times. At present, the use of OCLC in our country requires the purchase of a certain number of search cards, and the price for each search is 6.60 yuan. The full-text database query service provided by China Wanfang Data Co., Ltd. can be authorized to use after paying the fees for registration and pre-payment of the deposit. At this time, authorized users can browse and search the entire contents of the display database, and each information obtained must be 0.10 yuan. 3 yuan information service fee.
The revenue of paid information services is both contingent and certain. This kind of integrated service depends on the scale and quality of its information services. Online publishers must focus on the brand awareness of information services and increase the scale of information services. Currently, paid information services are mainly focused on searching scientific literature and providing business information.
Second, the free-publishing charging model The publication of this publication model is generally free of charge.
At present, the Usenet publication, some e-mail publications, and most of the Web publishing belong to this model.
The operation of such a publishing model is not to deny funds, but rather to obtain the necessary funds without the need for commercial operations. For example, the fees required for press forum publishing operations are usually provided by government agencies or social organizations, and the arbitrators of newsgroups are volunteers. Therefore, such news forums are generally provided by government departments, social organizations or publisher groups. Financial and material resources.
The non-commercial mode of operation determines that the scale of this mode of publication can not be too large, although its user range may be very wide, the scope of impact may also be very wide, for Chinese online Chinese information "more general information, practical information less; second-hand information "More, original information less," the characteristics of the Internet publishers in the free publishing of the topic planning, editorial editing, publishing refresh their hard work, in order to win readers in the vast network.
Third, the advertising fee publishing mode Advertising fee publishing and the aforementioned two publishing modes are not exclusive, in the eyes of publishers are paid publishing, in the eyes of users should be free to publish, so advertising charges publishing more attractive. The publication of advertisement fees refers to the fact that online publishers open up certain pages of advertisements on the front page or information of publications and charge manufacturers who use these pages for advertising.
The advantages of online advertising are at a premium – it is fast, wide-ranging, easy to accept, and relatively inexpensive. A recent survey showed that advertising on web pages is more conducive to promoting brand image than advertising on television. The Internet has gradually become the advertising carrier that many manufacturers are eager to choose. Internet publication advertisements are mostly banner pages in web pages. It is often animated, and clicking on the screen can connect with the site of the advertiser. At present, there is no uniform standard for advertising charges in the country: however, it is usually calculated through the CPM internationally. CPM is an acronym for Cost Per Thousand, which means that advertisers pay per thousand visits. In the future, advertisers will increasingly shift from banner page ads to co-branded content and in-stream ads (ie, instant web pages that are inserted during user page switching).
However, when the transmission bandwidth is too congested today, online advertisements can cause users to lose patience; overly swaying advertisements or excessive advertisements are also likely to arouse readers' resentment. Therefore, advertising fee publication will lose the support of some users and strive for "Returning customers" is an important issue that it has yet to solve. Successful advertising charges should be published in a straightforward manner with online publications. Internet advertisements are surprisingly successful. Sometimes, as long as one advertisement is on the right, online publishers may gain both social and economic benefits.
I. Paid Publishing's fee-based model Paid publishing refers to the fee charged by the online publisher for ordering users when providing publications. "Web publishers" here refers to individuals and organizations that publish information on the Internet, and "subscription" refers to users' access to online publications. The extension of these concepts is wider than the concept of traditional publishing. As a new industry, the network publishing industry needs certain funds for its maintenance and development, such as initial capital investment, security costs, and intellectual property transaction fees. Paid publishing is a solution to the problem of network publishing to solve financial problems. At present, some domestic and foreign web publishing, some e-mail publishing (ie, mailing list) and some database retrieval services also charge users. There are generally two ways to pay for publishing:
1. Subscription subscriptions Currently, some e-mail publications, online magazines, and online journals are the most expensive. Charged Internet publications Like traditional print newspapers, users have to pay subscription fees through various channels when they subscribe. Of course, before the subscription, online publishers usually give users free access to the content or directories of the previous period, and then the user decides whether to subscribe, and the price of online subscription is often much lower than the price of print. In the traditional publishing industry, it is not easy to achieve balance by charging subscription fees; however, due to the relatively low cost of online publishing and the scale effect of online subscribers, the opportunities for online publishers to increase profits are greatly increased.
However, the backward delivery method has been a major obstacle to the development of China's online publishing. Due to the low degree of currency electronicity, China's online publishing must also pay subscription fees through traditional remittances or through telecommunications departments deducting corresponding communication fees. However, electronic money in the western developed countries is quite popular, and the services of the electronic banking industry have been extended to the Internet. When paying the fee, the user uses a credit card and pays the fee through the electronic bank account specified by the public gateway interface provided by the network publisher. This process is quick and easy. Prior to the arrival of such a fee system, the use of paid publishing in China was greatly reduced.
In addition, China's Internet users in addition to paying subscription fees, but also to pay expensive Internet access fees. If Internet users think that online reading is not economically worthwhile, they may not necessarily patronize such webpages or publications.
2. Paid Information Service Paid Information Service, which means that online publishers charge fees by providing information to network users. These information services come in many forms, such as information retrieval, user surveys, and so on. In this kind of service, it is usually the user's request for the network publication, and then the network publisher transmits the final result of the information query to the user in the form of a publication. This kind of search service generally charges according to the number of times of retrieval or the number of acquired information, regardless of the time of use and the mode of downloading.
The DIALOG system, the largest document database in the world, and OCLC, the largest online library resource, provide such paid information services. For example, the number of OCLC searches refers to submitting a search query, which is based on the hit data. One hit is a hit. Ten thousand hits are also one time. When the user uses the terminal directly to display or obtain a text, it is counted as 5 Times. At present, the use of OCLC in our country requires the purchase of a certain number of search cards, and the price for each search is 6.60 yuan. The full-text database query service provided by China Wanfang Data Co., Ltd. can be authorized to use after paying the fees for registration and pre-payment of the deposit. At this time, authorized users can browse and search the entire contents of the display database, and each information obtained must be 0.10 yuan. 3 yuan information service fee.
The revenue of paid information services is both contingent and certain. This kind of integrated service depends on the scale and quality of its information services. Online publishers must focus on the brand awareness of information services and increase the scale of information services. Currently, paid information services are mainly focused on searching scientific literature and providing business information.
Second, the free-publishing charging model The publication of this publication model is generally free of charge.
At present, the Usenet publication, some e-mail publications, and most of the Web publishing belong to this model.
The operation of such a publishing model is not to deny funds, but rather to obtain the necessary funds without the need for commercial operations. For example, the fees required for press forum publishing operations are usually provided by government agencies or social organizations, and the arbitrators of newsgroups are volunteers. Therefore, such news forums are generally provided by government departments, social organizations or publisher groups. Financial and material resources.
The non-commercial mode of operation determines that the scale of this mode of publication can not be too large, although its user range may be very wide, the scope of impact may also be very wide, for Chinese online Chinese information "more general information, practical information less; second-hand information "More, original information less," the characteristics of the Internet publishers in the free publishing of the topic planning, editorial editing, publishing refresh their hard work, in order to win readers in the vast network.
Third, the advertising fee publishing mode Advertising fee publishing and the aforementioned two publishing modes are not exclusive, in the eyes of publishers are paid publishing, in the eyes of users should be free to publish, so advertising charges publishing more attractive. The publication of advertisement fees refers to the fact that online publishers open up certain pages of advertisements on the front page or information of publications and charge manufacturers who use these pages for advertising.
The advantages of online advertising are at a premium – it is fast, wide-ranging, easy to accept, and relatively inexpensive. A recent survey showed that advertising on web pages is more conducive to promoting brand image than advertising on television. The Internet has gradually become the advertising carrier that many manufacturers are eager to choose. Internet publication advertisements are mostly banner pages in web pages. It is often animated, and clicking on the screen can connect with the site of the advertiser. At present, there is no uniform standard for advertising charges in the country: however, it is usually calculated through the CPM internationally. CPM is an acronym for Cost Per Thousand, which means that advertisers pay per thousand visits. In the future, advertisers will increasingly shift from banner page ads to co-branded content and in-stream ads (ie, instant web pages that are inserted during user page switching).
However, when the transmission bandwidth is too congested today, online advertisements can cause users to lose patience; overly swaying advertisements or excessive advertisements are also likely to arouse readers' resentment. Therefore, advertising fee publication will lose the support of some users and strive for "Returning customers" is an important issue that it has yet to solve. Successful advertising charges should be published in a straightforward manner with online publications. Internet advertisements are surprisingly successful. Sometimes, as long as one advertisement is on the right, online publishers may gain both social and economic benefits.
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