1. The document discusses several issues facing the news media industry in the digital age, including how news is distributed through various platforms and the challenges of generating revenue as distribution methods change. 2. It examines topics like bundling and unbundling of content, how consumers access news through single or multi-homing, and the relationship between willingness to pay and different business models. 3. The document also explores using intermedia currencies like a digital version of Microsoft Office as a way for news publishers to earn income in the changing media landscape.

1. - -
2009.07.29
1

2. •
• 2000 - 2005 : 21 /
• :
• (2009 ):
•
• : (http://npool.ktpage.net)
2

3. 1.
2.
3.
4.
3

4. 1.
•
,
• ,
1.
.
2.
.
4

5. 2.
2.1.
2.2.
5

6. 2.1.
2.1.1.
2.1.2.
6

7. 2.1.1.
7

8. 2.1.1.
7

9. 1. ,
• .
• , AP, AFP, Reuters (1) ‘ ’
, (2) , (3) iPhone
.
2. :
• ‘ ’ ‘
(geographic market)’ .
• :
1 .
• :
3. ( TV)
8

10. 2.1.2.
9

11. 2.1.2.
9

12. source: www.alexa.com
10

13. source: www.alexa.com
10

14. source: www.alexa.com
11

15. source: www.alexa.com
11

16. • ( , ,
, ) :
• ( )
‘ ’ :
• ‘ = ’
• ‘ ’
.
• : (twitter) =
12

17. 2.1. (consequences):
• :
• /
:
• .
• : ,
(overview) (comparability)
•
• Gatekeeping
13

18. 2.2.
14

19. (Bundling):
(Unbundling):
/ , , ,
/
, ,
(URL)
,
‘ ’
(package price)
:
:
/ (Bundle)
‘walled garden’
:
:
,
(Hotelling) ‘ ’
15

20. (Single-Homing) Multi-Homing
(
‘
)
’
: TV
16

21. 2.2. (consequences):
•
(substitutability) :
• ‘ ’
• ‘ ’
17

22. 3.
3.1. (Willingness to pay)
3.2.
18

23. 3.1. (Willingness to pay)
‘ ’
.
19

24. • Robert Thomson, Managing Editor of “Wall Street
Journal:
• “You have to make a distinction between
general newspapers, where you’re seeing
creative destruction digitally compressed and
a commoditization of content. And that’s why
people aren’t paying, because they can’t make
a distinction.” (“Charlie Rose Show”, 2009 2
11 )
•
.
• : www.wsj.com ; www.ft.com
20

25. 3.2.
21

26. 22

27. Flow of News
Flow of Income
22

28. •
( )
:
•
23

29. •
( )
:
•
23

30. 4.
4.1. :
4.2. : ‘MS ’
24

31. 4.1. : intermedia currency
•
:
• (PV) ‘ ’
• ‘ ’
• ‘ ’
• : http://npool.ktpage.net/entry/
onlinejournalism8
25

32. 4.2. : MS
• :
•
•
• : , (iTunes for News)
•
.
• : http://npool.ktpage.net/entry/
onlinejournalism4
• ? MS Office !
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33. • MS Office =
• : (willingness to pay) = ( )
Power
Word Excel
Point
1 300 50 0 350
2 0 300 50 350
3 100 50 200 350
27

34. • MS Office ?
• = 350
• 1, 2 3 350 ‘
’
•
• ->
• :1
(First degree price discrimination)
•
•
28

35. • :
?
• , , ->
!
• +
‘ (database) ’ ->
• (= )
->
+ +
3-4
29

36. !
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