Thursday, February 21, 2008

載舟定覆舟

大市波動大,炒友搵食不易,隨時兩邊輸錢,以為油價創新高,再破百美元關口,買油股實有著數,可惜中國石油(857)和中國石化(386)收市反跌,僅中海油(883)報升。或許煉油成本亦上漲,奈何內地油價與國際價格未接軌,賣幾多就蝕幾多,意味這業務又要虧損了。


港股焦點欠奉,傳媒卻終於有新焦點,而且更是一下子彈出兩個來:新鴻基地產(016)主席兼行政總裁郭炳湘突然休假,以及肥姐離我們而去,前者在財金商界必掀話題,而肥姐逝世,普羅大眾同聲一哭,只見周刊昨日立即加送肥姐紀念特集,以增強叫座力就知道。


至於早前發生的不雅照片事件,足足擾攘了近3周後,終於暫且靜下來,先將封面版位讓予兩個新焦點。


先不論新聞內容,不雅照片事件讓傳媒在傳統農曆新年淡靜日子中,也能成功賣紙,特別是那本附送相關特刊的《壹週刊》,就更是賣個滿堂紅。禤中怡同一向幫襯買報紙的報檔老闆娘談起,她說報道不雅照片的雜誌十分好賣,而上期《壹週刊》更厲害,發行商加派數量,依然能夠去晒貨,更有人一口氣掃6本之多,未知是甚麼原因。她計一計,相信單是其銷量與以往期數比較,起碼多一半,變相發了一筆小橫財。


壹傳媒(282)曾披露,旗下《壹週刊》銷量於去年上半年的平均銷量約12萬本,但據了解,上期附送不雅照片特集的《壹週刊》十分好賣,市面掃清後,又再加印數萬本,累積加起來,接近約20萬本應該不難達至,即比平常數量足足升了66.6%!一本雜誌已經有如此強勁表現,其他的相信也不會差到那裡去,若果計及類似性質雜誌的話,恐怕整體銷量更驚人。


正當傳媒憂慮互聯網這種媒體搶走印刷媒體客路,紛紛開拓網上業務之際,結果來自網上的資訊卻反過來,為印刷媒體帶來賣紙商機,況且從網上下載的,全屬免費內容,兼屬賣紙保證,著實諷刺。


不過,除非有特別事件,否則大眾多傾向食免費午餐(即上網瀏覽免費資訊),買報紙雜誌意欲有限,印刷媒體生意仍難做,更重要的是,還養得起那麼多員工嗎?


據美國Advertising Age統計顯示,當地媒體行業人數於去年12月創下15年新低,減至88.6萬人,比06年底不見了1.41萬個職位,當中報紙流失最嚴重,達1.69萬個,幸好網上媒體增加9,200個職位,抵銷部分影響。


若果自九十年代起計,原來報紙職位減少速度十分之快,差不多每4個職位,就有1個消失了,可能是報紙數目少了,或者生產力有所提升吧!當然,美國自有其經濟生態,但多少反映網上世界的威力。


(2月21日刊於《am730》)

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