Tuesday, April 09, 2013

樓梯響完又響


對免費報章的讀者而言,一直享受不用付錢便可取得新聞和分析等資訊,但收費報章的讀者恐怕又要迎來報紙加價潮,今次同樣傳出每份加1元,即增幅約16.6%,而率先提價的就是《蘋果日報》,並選擇在本月7日開始實行,之後各大報陸續調高售價。

其實,傳媒機構早有加價壓力外,恐怕負責分銷和零售商也想多賺點收入。同相熟報販談起,她也說未有肯定答案,又話有些報紙於五一勞動節後才加,總之謠言滿天飛,最好早點落實。

她話,若果每份加一元,賣一份或多收約0.2元,真是小數怕長計,而且比銷售馬經報章的風險少一些,因為剩餘的馬經報章退回後,每份仍要倒貼約0.45元,故需注意入紙量和銷量,否則所賺的也不夠補貼退回馬經報章的損失。

至於對價格敏感的客戶會否放棄買收費報章,轉投免費報紙的懷抱,實需留意變化。不過,有趣的是,《爽報》發行量繼早前由90萬份大削至60萬份後,近期又降至55萬份,而在收費報章傳聞加價之際,昨日發行量更再降27%,至40萬份,究竟是個別日子減少發行量,抑或是季節性因素,還是有其他策略?

其實,這種情況同樣在台灣出現,據統計媒體銷量的「中華民國發行公信會」統計,台灣《爽報》去年1至7月銷量,日均發行量雖然為38.1萬份,但若果細看去年4月至7月的日均發行量卻呈下降趨勢,從4月的40萬份減至7月的33.38萬份,回落逾16%,由於壹傳媒(282)決定不出售台灣印刷媒體業務,相信待公布全年業績時,便可掌握去年下半年情況。

壹傳媒一聲保留台灣印刷媒體業務,想獲取特別股息的好夢成空,股價即時反應,逆市大挫25.6%,至0.87元,成交股數高達1,933.8萬股,對比2、3月單日成交股數最多也只有八百多萬股而言,已屬相當厲害了。由於股價一日跌了0.3元,可能有員工損手了。

皆因該集團過去發出多批認股權計劃,大部分均以每股1元為行使價,由於有出售台灣業務消息刺激,股價輕易升越1元,提高行使吸引力,而包括行政總裁張嘉聲和數碼業務總裁姚主澤各有900萬股和500萬股都以該換股價計算,若果早前悉數行使,並能在去年10月以來收市最高價1.7元沽出,分分鐘有七成斬獲,帳面獲利分別多達630萬元和350萬元之多,萬一持有至今的話,帳面恐怕由賺變蝕了。

提婚嫁後又取消婚約,女孩子心裡肯定忐忑,現在台灣業務話賣,送行拍照留念後又折返,究竟員工的心裡會怎樣調整呢?或許下一期台灣《壹週刊》可做做專題,相信讀者也會繼續捧場。

(4月3日刊於《am730》)

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