Wednesday, September 12, 2007

英文財經報免費派

儘管大名鼎鼎的經濟學家佛利民(Milton Friedman 曾經講過:「世上沒有免費午餐」,但免費資訊年代卻早已降臨。


在中環圈,大家最關注的自然是與經濟和財經相關資訊,雖然有路透社(Reuter)和彭博通訊社(Bloomberg)這些權威資訊機構,提供免費網上版服務,但若果想更深入了解內情,財經報章始終有一定優勢。談到有權威性,非《亞洲華爾街日報》(Wall Street Journal Asia)和《金融時報》(Financial Times)這兩份英文財經報章莫屬。不過,買份《亞洲華爾街日報》,動輒要15大元,話雖投資有成本,但如果日日買一份,掏腰包拿出一張20元紙幣,只換回一個5元硬幣,投資也不算少!


其實,近期在中環已經有免費派發《亞洲華爾街日報》。不要以為中文免費報紙才搶手,英文財經報紙無市場,因為外籍人士和金融界同業在上班時,都會樂於手拿一份做精神食糧,兼省回一筆小開支。


據禤中怡了解,派發地點不算太多,分別位於恒生銀行總行與國際金融中心之間的行人天橋,以及中環的愉景灣渡輪碼頭旁,相信早上逛逛,可能有意想不到的收穫,免費拿到一份質素高的財經報紙,確實有著數,心情會更好。至於《金融時報》原來亦有免費派發,可惜並非定期日日在中環街頭出現,可能更要碰碰運氣,才可取到一份。當然,在一些高級酒店內,分分鐘也會見到該兩份報紙免費供索取,但有專人派送就吃香一點。


為甚麼這些專業的財經報紙也要提供免費派發呢?豈不倒自己米?禤中怡卻認為這種策略一舉數得。首先,提供免費派發服務,意味增加印數,代表向廣告客戶展示的印刷量也增加,而且這類英文財經報紙實非針對大眾化市場,一般讀者不會有興趣拿取,相反對財經資訊有需求的就必然是求之不得,令報章可真正落入目標所定的客群(Target Market),更合廣告商的心意。


至於最可能受免費派送影響的訂閱市場,不會因此而出現大量客戶流失情況,畢竟經濟好,況且訂閱版還有折扣優惠,對大企業和金融機構來說,訂購報紙的支出,對比其生意規模,實在是微不足道。此外,藉免費派發,更提供市場推廣機會,將知名度進一步提升,分分鐘幫助增加其網站瀏覽量和訂閱數目。題外話,不要以為只有中環才有免費英文報紙派,禤中怡昨日剛於銅鑼灣午膳後,途經信和廣場,竟發現有英文《CHINA DAILY》(中國日報)香港版報紙,整齊地放在大堂電梯旁,更有歡迎取閱字句,故樂於取一份看看,又省回6元,據聞有不少大學校園亦有此報贈閱,確實是免費資訊處處有,只差你是否知情人。


(9月12日刊於《am730》)

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