Thursday, June 26, 2008

忽周加價了

昨日早上大家可多睡一會,改掛3號風球後,慶幸無發生混亂場面,中環朋友更話11時多上班,以為空手而回,但竟然在「有瓦遮頭」的地方拿到《am730》,相信早作調動,風球一落就開工。禤中怡聽到也開心,起碼篇稿無白費,在此多謝迎著風雨的各位派報哥哥姐姐。

講起報紙,近期有一宗新聞,觸動了禤中怡的神經,就是微軟(Microsoft)CEO史蒂夫.鮑爾默(SteveBallmer)對媒體行業未來的看法,他提出今後10年,整個媒體、傳媒和廣告世界將發生翻天覆地的變化。最重要的是,所有媒體內容,將通過IP網絡發行,屆時不會有任何一份報紙、雜誌以印刷形式發行,全部以電子版形式發行。

所謂語不驚人誓不休,電腦世界的領導者立下這些預測,絕不能忽視。且看大眾上網看報紙的網站,甚至瀏覽即時新聞,已不是新鮮事,但連一張張紙的版本也消失,立時想起的,恐怕是那些印刷廠的工人、派送報紙的運輸部隊等失去飯碗。

儘管上網普及,可惜禤中怡始終擺脫不了拿報紙的習慣,相信待我們這一代過去後,真的可「夢想成真」。美國報業協會(Newspaper Association of America)最近發表一項調查,未知是否反擊鮑爾默的「消失論」。原來44%受訪者睇報紙後,最少搜尋一種產品,67%會上網,而用Google和雅虎搜尋兼最終落實購買的比例更佔逾72%。此外,44%話見過報紙廣告,再上網購買的信心會更大,反映報紙推動上網,但這種互補作用可維持多久呢?

香港傳媒業經營同樣艱難,見到壹傳媒(282)份《忽然一周》由下期起,將售價由12元加至15元,看似只加3元,但升幅就有25%之多!一份3冊,售價已等同買《明報周刊》。為何要加價?自然是例牌的紙價狂升、油價和通脹持續高企,印刷媒體面對經營環境愈趨惡劣所致。

以《忽周》一期銷量逾18萬份計,即起碼多收逾54萬元,粗略計算,1年52期,豈不多收逾2,800萬元!該刊物其實於07年10月才將售價從10元加至12元,增幅亦有20%,想不到還未夠1年就第二次加價,數數手指,即累積增幅達50%,收入認真和味,因為去年加價已帶動其07至08年度銷量收入升14.8%,今次加價金額和幅度更高,即使成本上漲,獲利能力照計也不會差到那裡去。

若果《忽周》加完除笨有精,且看壹傳媒另一本售價只為8元的《FACE》會否跟住加,畢竟一期也有逾7萬份,輕輕每期多2元,又可執多一大筆。

雜誌夠膽加價,不禁想起報販協會曾建議報紙加價至每份8元,可惜未見有新消息,難道報紙驚加價趕客,抑或冇人敢行先一步,還是被鮑爾默的「消失論」所嚇怕?

(6月26日刊於《am730》)

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