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上世纪90年代至今,国际互联网从技术爱好者的运动场变成21世纪的大市场。在这一过程中,报纸发现自己正与这些新媒体暴发户们展开对于读者和广告资源的竞争。多数的在线竞争者通过向消费者提供报纸和其他传统媒体所不具有的服务——控制权,获得了局部的胜利:互联网媒体的用户可以主动地获取需要的信息和需要的广告。报纸网站认识到这一媒体前景的改变,也开始给用户承诺:提供他们想要知道的信息,而不是告诉他们应该知道什么信息。2004年,有几家报纸网站开发了一系列程序,以便让读
Since the 90s of last century, the Internet has changed from a technology enthusiast’s stadium to a large market in the 21st century. In the process, newspapers found themselves competing with these new media upstarts for readers and inventory. Most online competitors gained a partial victory by providing consumers with service-control that newspapers and other traditional media do not have: users of Internet media can proactively access the information they need and the ads they need. The newspaper website recognizes that changes in the media’s landscape have begun to promise users that they want to provide what they want to know instead of telling them what they should know. In 2004, several newspaper websites developed a series of programs for readability