Newspapers as a media enterprise management practice and institutions, need to move the market. Nowadays more than 2000 national newspaper competition in the market already white-hot level. The newspaper based in this competition, the key lies in the effect of advertising, because the press is to be able to rely on advertising to survive. Here we have excellent newspaper business, for example, in its advertising for the effective point of competitive strategy.
First, create a competitive advantage to build the core.
Newspaper advertising, based on the content of the newspaper business as the prerequisite. According to media management theories, the newspaper business was sold to newspaper readers first, and then sold to advertisers, readers, meaning that in which there is a "second sale." Clearly, advertisers are interested in the newspaper readers, the key is to look at the size of the number of readers, and whether consumers in line with the product. In this regard, the paper should be efforts to build its advertising business core competence, superiority, advertisers will naturally after another. For example, "Yanzhao Dushi Bao" newspaper in Hebei Province-level class urban life, the newspaper positioned itself to develop the province just to adapt to the business needs of the market. It is based on the provincial capital, but also for the launch issue of the province. Use of self-managed distribution channels and Strategies of Postal 2, "Yanzhao Dushi Bao" 11 cities in the province established a fine distribution network, distribution network throughout the province over the county-level cities, urban areas in the issue of content achieves or than the local evening paper circulation, the total issued in the province more than any media company in the province. "Yanzhao Dushi Bao" The emergence of integrated cities in Hebei Province readers tribes, so that a piece of newspaper coverage Hebei, Beijing, Tianjin and all urban communities, which no one local newspaper failed to do. Businesses to invest in a newspaper ad, you can get a return in 13 cities. This is the "Yanzhao Metropolis Daily" unique, non-replication of core competencies, it is quite favored by advertisers, advertising turnover among the highest in the province.
Second, the interests of seeking close integration with the reader.
Advertising is not only the advertiser's "advertised", but also an important source of information for the reader. Therefore, not only the establishment of various feature pages of the newspaper ads, you can also set the timely availability of information, information, services, advertising is equal to a range of special issue, resulting in between advertisers and readers to build an information exchange platform in order to achieve interaction between the three and win. For example, in "the eleventh Hangzhou Real Estate Fair" and four real estate fairs and "Chinese tourism landscape of residential real estate seminar," The launch of the three real estate forum, the "Evening News" on Nov. 14, 2001 special issue in the form of a separate set of real estate information released, consulting and advertising in one of the "Hangzhou Broche New Disk Collection", the journal not only through various charts in the form of "new plate Yellow Pages," "boutique real estate comments" section, etc. described in more detail in the new real estate developers, real estate location, building type, size, price and delivery time, etc., but also careful analysis of the different blocks of the environmental and traffic conditions, housing prices in recent years the trend in Hangzhou and Hangzhou property market development trends. Advertising on this column, because of its potential audience is consumers, advertisers, particularly bullish.
Third, different prices to attract advertisers.
Newspaper advertising, the key is to attract advertisers to serve ads. However, advertisers are smart, and he had to look at newspaper advertising space is "value for money", before deciding whether or not running. The newspapers, the value of their advertising for products, the time difference caused by different factors, it needs to implement a flexible pricing mechanism, according to market time to adjust. Can even take bids to let the customers decide on their own page price. Such as "boutique shopping guide", since 1999 the special agent in the field of classified advertising different prices in different sectors to implement the pricing strategy of social investment amount based on industry advertising, industry profit margins, industry size, industry ad in the paper into the situation, the implementation of sales strategies at different prices. The strategy adopted for the promotion of the newspaper advertising revenue has played a role can not be underestimated. Wenhui Xinmin Press Group is another way to break through the traditional newspaper advertising business model, reference securities, futures trading model is built the first large-scale national advertising market - Shanghai New Century Advertising Trade Center. This auction ad by trading not only to promote transparency in the advertising business, market, and the media timely price adjustment policies and business strategies to achieve rational allocation of advertising resources.
Fourth, access to newspapers, regional distribution strengths.
Newspapers are generally low-cost sales, light can not be profitable to rely on circulation, and sometimes even more thanks to the bigger issue, showing that newspapers should pay attention to advertising returns. In order to improve the return on newspaper advertisements published in the issue of strategy and marketing strategy, the key is to adjust the distribution structure of regional distribution, focusing on a central city to increase newspaper circulation in order to obtain a newspaper in the central city area distribution advantage. "Beijing Youth Daily" has a strong impact of the pursuit of the national newspaper, made before 1996 space strategy is "based in Beijing, the whole country, the world", and through satellite transmission version of the form active in major cities nationwide to open sub- Indian Point, and local newspapers vying for market share, advertising effectiveness, but does not see good. From the end of 1996, the newspaper change its strategy, giving up a national issue and inter-regional competition, that "stick to Beijing" strategy, to withdraw outside of the offensive in Beijing. Press the development of breakthrough results, ad volume over 100 million yuan in successive years. It is said that the United States, almost no national newspaper, with "New York Daily News" newspaper that is influential in New York City as a distribution center. American newspapers such business strategy and we should learn from.
5, fixed on a spending power of readers.
Readers level of consumption to a large extent determines the purchasing power of goods, in some cases the number of readers, the higher the consumption level of the reader, the greater the purchasing power of the reader, the greater the appeal of advertising. In recent years, finance and economics, political content, is Selling Well fashion journals, such as "financial", "Business", "South Wind", "Life Week," "Shanghai Fashion", "Ruili", "fashion" and so on , although the higher price of these journals are generally more than the 10 yuan, but little circulation, but its specific audience attractive to advertisers had, therefore, compared with ads full. Another example is the two financial newspapers, "dark horse", Guangdong's "21st Century Business Herald", and Shandong, "the Economic Observer reported," Although the volume of distribution is not very high, because the two objectives of the newspaper readers are the modern business elite, their consumption levels are different, and is 100 percent of the retail market, so for advertisers
Promising, some of the world and the country's well-known brand advertising in the two newspapers have "settled", in the amount of advertising in more than 10 million yuan, and soon entered a virtuous circle.
6, with the news planning to increase the advertising value.
An advertising value of the size of the major social impact as it may be. After advertising audience attention if he became the focus of discussion audiences, its social influence is naturally greater. Can make use of information in this regard to increase the advertising value of planning. Because the news reported on planning issues prior to planning, easy to form a hot spot, causing the audience's attention. For example, October 13, 2001, "Evening News" and on the intellectual health of Hainan Yangshengtang to 3 version of the space together launched the "intellectual elite health care" topics. Upon release of the report, not only resonates in the local readers, but also in Beijing, Shanghai, Nanjing and other places in the media also caused a strong reaction. After the paper has not only invited the community to participate in the workshop, but also online through the intelligence network and Zhejiang interaction, graphics and live video with the way the Internet users had a two-way interaction with the heated discussions, short 2 hours, "deeply concerned about the BBS" in the discussion of information published more than 200. "Evening," the planning, not only shaped the minds of readers the newspaper's own image, but also to enhance and strengthen the Yangshengtang the "people's livelihood" of the brand image, its advertising value is simply far-fetched print ads , newspaper lucrative.
7, for consumers to re-locate to the newspaper.
If the value of newspaper readers by advertising and not be too few advertisers optimistic, it would have to find ways to re-position papers, newspaper readers will soon locate in the range of products among potential consumers to gain the attention of advertisers. For example, the "Shanghai Business Daily" was originally Shishang Wei's official newspaper, basically at public expense subscription amount of just over 10,000 copies of issue, as readers of organic form has lower cadres are Shanghai Shi Shangwei system workers, coupled with small circulation newspapers, it is difficult to attract advertising, newspaper advertising is often with not eating at Dayton, is difficult. Newspapers changed hands, the Shanghai Century Publishing Group to plan a new idea, the "Shanghai Business Daily" from the original host of the organ of the Shanghai Shi Shangwei to the mass consumer market-oriented newspaper, readers from the past for business of staff and workers, mainly at public expense subscribe, change for the urban consumer, market-oriented retail. After further into the main newspaper for the business community, and in accordance with the needs of the business community, strengthen the planning, constantly updated, refresh page, add the "white-collar Weekly", "color after a week", "Life Magazine" and other special issue, of circulation of 1 million from the original to 5 million, the current circulation steady at around 80,000 copies, the newspaper became one of the retail market, a popular newspaper. Advertising volume rose sharply on advertising amounted to more than 2000 million, became the Shanghai Century Publishing Group, the new economic growth point.
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