The media is the oldest "eyeball" economy.
The reason is very simple. Since nobody knows you, listens to you, then you don't have the power to influence others. If you are not one of the parties, neither have the power, all of your ideas about earning money is vacant. So profit depends on the influence.The "second sales theory" (or the third sales theory) often talked by the media, like selling the content to the readers, and who then are solded to the advertisement customers, the premise of both are based on the building of the power. Therefore, content and release, becomes the two bricks of the foundation.
The development of internet in china, has a strong smell of the media. Untill now, we still cannot exactly appreciate the medianizing of the state-owned internet.From the point of trading, the medianizing definately is a disappointment, although it later got the business of message and value-increasing stastics, even the internet surfing, now we look back, still feel worried and make sobs: comparing the income of advertising and the investment in the building of the "power", is so little, too little. Many websites die at the point of turning, stupid and badly hurt. However, at the eyes of sociology, the medianizing of the internet in china, has a profound meaning, at least, by the interation, the Instantaneity of the internet, we begin to enjoy a little happiness of democracy in the speeches, about the topics of love and all kinds of small things. Alhough in the eyes of Zhang zhaoyang, the democracy of speech in the internet has already raised to the level of violence, i always think, let the storm come stronger!
Today the envioment of internet in china has become different from that of 8 years ago, the current and attention highly gather around at the traditional client. For the new websites, the cost of opportunity and investment is higher, even like turning the snowball, becoming more and more expensive, which once begin, cannot stop. Therefore, making advertisement and getting customers make the only subject of salers of the internet. Their purpose is only one, getting the current, then getting the cash as the exchane of money. By the way, i don't take bad attitude to the word of "advertisement", which is only one of the means for the better saling, but should belong to the whole saling plan. Only through the advertisement to get higher current, the current will come and go, today is good but tomorrow is not sure. The president of qihoo website said, the future website has numerous mode of making money, but in my opinion, no matter how unique it is, on the poing of taking cash, only two: one is from the users; one is from the third parties, like the people making advertisement. The mode of the current turnning into the cash, is the typical mode of being paid by the third parties. So, it comes back to what we talk at the beginning of this passage. The great action- "throwing money" in the bubble period of intenet, indeed is practising the theory of " the second saling" theory. But why, it failed. Certainly, the reason is from many aspects, except the highly-costed management; from the judges of the internet management, it is because of lack of purpose. One word to explain:" in the internet, nobody knows you are a dog. " The benifits of releasing is very small, althogh it is very effective way of transmission, it didn't transmit to the "correct" persons, so the second saling is impossible to become true. And the investment is only the sufficient condition of " the second saling", but the necessary condition. If we take the early internet management as the same with the media management, then it will definately be quite a great, even generous management. The release with the low benefits, compared with the website management, is only "rubbish current".
The story also can be applied to the Web2.0 which is aimed at the blog. As long as you walk forward only for the current, then you will, 99% probably, die on the rugged road of seeking for the current. The rest 1% is impossible: then to have so much money that they will stand untill finish the "the second sales theory"; then the comprehensive clients like the "sina", "163", or the direct clients in the area you enter all announce dismissing. But, is it possible? Therefore we can prove that, why some of personal websites have a good time, but the trade websites are worried at their bussiness everyday. The former, from the beggining, because of the limited conditions, definately will apply the low-cost management; and the later makes the only critical mistake, that they thought if taking too much care of the cost, they will also not get a good result; but they forget that the external envioronment of attractiong current and attention has changed. So from the report, from the invest and income, personal websites are living a more comfortable life than the trade websites.
Untill now, we still can see many "rich" websites are shouting for the current, making any kinds of advertisement, and shows; when they find the results are not so good, they still take the same ideas as before, thinking the water has only boild to 99 degree, not reached to the 100 degree. So the bad circulation still goes around, one more round, betting once more. For this, i can only admire them with one word: let us die at the golden road of looking for the current, greatly! The time really change, no matter 1.0 or 2.0, from the beggining, we should corporate closely to the traditional areas, aiming at providing service for the clients in the traditional fieilds, not only just for the current, for the number of kicking. Current should be the side products of the website management. From this point, internet is not the new economy anymore, but the complete old economy.