Source: News Forum
At present, the newspaper industry model of “enterprise management of public institutions†has made the newspaper industry bear more economic functions. In recent years, the newspaper industry has greatly improved its communication capabilities through media integration, but the new media operated has little breakthrough in the profit model. Therefore, the feasible mode of newspaper transformation is mainly reflected in the pursuit of economic benefits, to feed back the communication business.
First, special edition special edition mode
In the context of the “breaking cliff†decline in the advertising revenue of the Metropolis Daily, the party newspaper’s advertising revenue has grown steadily, becoming a bright color under the newspaper’s decline. The main reason is the special edition advertising revenue of the special newspaper of the party newspaper. The advertising of image advertisements and special editions from various ministries and commissions accounted for more than 50% of the total advertising revenue of the party newspapers. The overall advertisement of the government newspapers in Zhejiang Daily accounted for 66%, and many party newspapers even accounted for 70%. the above. During the Tenth Party Congress in Henan Province, Henan Daily reported that a series of news reports and a special edition of the “Gifts†series of “Gifts of the Provincial Party Congress†attracted more than 40 editions of advertisements. About 15 days before and after the party congress, newspaper advertising revenue exceeded 16 million, of which only 100,000 advertisements were completed in various cities. "Shaanxi Daily"'s "Catch up with Shaanxi in the inventory of the 12th Five-Year to 13th Five-Year" special report activity planning, to achieve advertising volume of about 12 million.
Zhejiang Yongkang Public Security Bureau, Economic Development Zone and other departments have previously run their own internal magazines, with two to four issues each month. Each issue has four editions and four editions, and employs three or four full-time editors. It’s just pay, it’s going to spend 145,000 yuan a year, plus the cost of printing, distribution, office, etc. There are no more than 20,000 in the whole year, which is difficult to operate. After the Yongkang Daily newspaper took over, the internal magazine became one or two pages of the entire newspaper. The government departments directly saved the editorial fees and management fees, and the publicity costs were greatly diluted. Many government departments and institutions are very happy to co-organize with the newspaper and hold an information version. "Yongkang Daily" has an annual government information income of more than 15 million.
"Jiaozuo Daily" currently has 80 special publications, covering almost all government functions, group organizations and industries in Jiaozuo City, forming the momentum of the People's Newspaper People's Office. Huaibei Daily has opened more than 20 special editions of government affairs. In order to ensure the healthy operation of these special editions, reporters and correspondents are organized to participate in the planning of topics and writing manuscripts, which enhances the influence of party newspapers in specific groups.
Comments: Some people have questioned the suspected operation of this special issue with illegal operation or paid news, but in fact, according to the "Guiding Opinions on Government's Purchase of Services from Social Forces" promulgated by the State Council in 2013, the government's purchase of promotional services is also important for purchasing services. component. In addition to the image publicity and communication service forms of the special issue, the government's purchase of party newspapers through a single source procurement method through the public resource service platform may also include: production of news products, planning activities, and provision of media technical support. This provides a new space for the development of newspapers.
Second, the operation of the host management model
The media people's content operation ability is realizable. Especially in the context of the current ministries and commissions and their emphasis on government new media, the new government media represented by the government micro-signal is increasingly becoming the government information, providing public services and realizing New channels for political and civil interaction. Behind these new government media, there are many traditional paper media. The newspaper’s specialized micro-government department (or new media department) has undertaken some new media announcements from government-related units, including the construction, operation, maintenance and even the rise of the platform. Powder and so on.
Shenzhen is at the forefront of the construction of new media for government affairs. At present, there are 108 new government media in Shenzhen Jingjing. The number of government affairs number of "Jing Bao" ranked first in the country and became the leading brand of government new media operation. Cooperation is generally based on the year, service costs are between 100,000 and 500,000, and higher ones will include H5 product production and event planning. There are about 20 million yuan in revenue a year. In terms of cost, it is mainly labor costs. At present, there are about 20 people in charge of the construction of new media for government affairs. According to reports, in theory, each number can derive new industrial value, provide peripheral services, revenue can reach 100 million, the entire Shenzhen area can even reach two or three billion.
Comments: If you can have more operational projects, as long as the resources are properly allocated and cost control, the micro-government business is undoubtedly a lure source of profit under the weak newspaper advertising business, and has a large potential for tapping potential. Moreover, the WeChat public account of these generations is actually the self-media of the media's autonomy, and its potential matrix communication value is also worthy of attention. "Jing Bao" plans to launch an App "All Orange Intelligence Media", which aggregates the contents of these official numbers into the App, links various people's livelihood services to the App, and explores a new monetization mode through this platform.
Third, the media think tank model
"Southern Metropolis Daily" proposed to "transform in a different way" and strive to transform from traditional news information production organizations to data think tank institutions. At present, Nandu is represented by data news, list evaluation, opinion poll, think tank reference, identification test, evaluation and certification, database and light application. Nandu data products have formed eight series and nearly one hundred lists. At the same time as the launch of the product, a group of employees of the newspaper also successfully transformed into expert media people in the field of big data.
“Nanfang Daily†has promoted 66 think tank projects in Foshan, including “Report on the European M&A of Pearl River Delta Enterprisesâ€, “Guangdong Innovation Drives Supply and Demand Docking and Foshan Campus Cooperation Development Reportâ€, Foshan Private Economy Research, Innovation Drives 10 Cities Research and other think tank products.
Southern Newspaper also actively launched a list to promote business with activities. In 2017, Southern Metropolis Daily launched the “Guangzhou City Governance List†with 16 editions of special editions, and held a press conference and seminar the next day. In 40 municipal departments in Guangzhou, half of the departments sent representatives to participate in the list release meeting, and all 11 administrative districts attended the meeting.
Comments: The think tank model is now very mature, but for the newspaper industry in economic difficulties, it is more important to realize the think tank products and explore the monetization model. The key issue now is to focus on the pertinence and content value of think tank products. Moreover, the realization of think tank products is a great challenge for employees' acquisition ability, analytical ability, in-depth research ability, and media performance evaluation mechanism.
Fourth, public opinion service mode
Lyric service has become an important direction for the transformation of traditional media business. According to relevant data, the People’s Daily of the People’s Daily in 2015 has a public opinion income of more than 150 million.
In addition, Southern Lyrics, as one of the key demonstration projects for the integration and development of Southern Newspaper Media Group, has initially established a product synergy production mechanism, a market agency mechanism, a technical strategic cooperation mechanism and a parallel mechanism of operation and reality. At present, the southern sensation has reached a cooperative relationship with more than 100 party and government organs, enterprises and institutions. At the 21 prefecture levels in the province, the publicity projects have been put on the market, and a network of public opinion disposal covering the whole province has been initially established. The income has reached about 50 million.
Comments: The lyric service model is the same as the think tank service model. It is a knowledge-intensive and labor-intensive transformation direction. On the one hand, it needs to promote the formation of brands, on the other hand, it needs the matching of assessment mechanisms.
V. Copyright charging mode
At present, the domestic B2B copyright sales model has taken shape. The copyright of the poster industry group reached 10 million in 2017. In 2018, the media digital copyright business revenue budget was 45 million. Chongqing Daily Newspaper Group's original copyrighted content revenue in 2017 was 2.15 million, an increase of 13.5% year-on-year. However, the digital copyright charge for individual users B2C has not been satisfactory. The newspapers such as People’s Daily and Economic Observer have successively tried and finally lost.
On November 6, 2017, Caixin Media officially launched a comprehensive fee for financial news and launched a series of products, including: “Weekly†(digital version of Caixin Weekly, 298/year, later adjusted to 348/year). “Caixintong†(Weekly + Caixin.com, 498/year), “Data Communication†(data products + Caixintong, 1998/year), and “English Communication†(Caixin Global+ Caixintong, 200$/ Year or 1348 RMB).
Prior to this, Caixin was of a semi-charged nature: the digital version of Caixin Weekly, data products and English products were all charged, and Caixin.com was free. After the upgrade, the main news content of Caixin.com will be charged or time-based (free for 48 hours, then transferred to the fee), and some of the content is free, mainly for regular news, videos, pictures, blogs and parts. Comments and so on.
In the half year since the implementation of the comprehensive charging, the number of paying users has increased by an average of 20-30% per month. Sometimes, hot news will be heavy, and the monthly growth rate will reach 40-50%. At the same time of online sales, Caixin also actively develops institutional users, directs sales to financial institutions such as Minsheng Bank, and gives preferential treatment to some domestic college students.
For the development prospects and expected goals of Caixin Paid Subscription, Caixin expressed its firm commitment to this model. They believe that Caixin belongs to niche media and does not pursue massive users. The goal for this year is that digital subscription revenue can cover the cost of the editorial department.
Comments: News paid products are struggling. Insufficient professionalism and insufficient user payment power are the main reasons why Caixin Digital subscription revenue still cannot cover the cost of the editorial department. In the current situation where the news is freely available, improving the readability, usefulness, and irreplaceability of content products is a feasible way for users to pay.
Sixth, online and offline interaction mode
In August 2013, Beiqing Media Co., Ltd., a subsidiary of Beijing Youth Daily, officially established Beiqing Community Media Technology (Beijing) Co., Ltd. to build a platform for online and offline interaction and communication based on the community. It has "Beiqing Community News", community station, OK home APP (mobile information service platform). Since the establishment of the first Beiqing Community News Shunyi Edition in October 2013, 29 community newspapers have been signed so far. Each community newspaper covers 3-5 square kilometers, 3-5 million households and about 18 communities. . In addition to paper newspapers, each newspaper is also accompanied by a corresponding WeChat public account, in addition to daily necessary news pushes, but also includes many activities related to community residents.
The community website is mainly a mobile internet media platform based on the physical basis of the community, which can open O2O services in the community. From the perspective of construction, each community station is divided into two parts: physical storefront service and offline activity, and the latter is the main one. The former mainly provides basic maintenance and communication services. At present, there are more than 100 community stations that have been built and put into operation, and it is planned to achieve comprehensive coverage of key communities in Beijing within the next two years.
Comments: From the current media competition trend, online must be combined with offline activities to be able to find profit points, as well as for new media operated by the newspaper industry.
Seven, the whole media case marketing model
In 2016, Shandong Peninsula Metropolis Daily broke the departmental barriers and established eight industry-wide all-media centers and all-media planning centers, which integrate industry news interviews, special issue editors and new media operations, as well as integrated micro-content publishing on the integrated network. The all-media command center of the platform interaction strengthens the marketing force of the whole media case and adjusts the optimization assessment method. Only the whole media center signed a full-media contract amount of nearly 10 million, accounting for more than half of the center's annual publications, driving the center's advertising growth of 52%. Even the customers of the world, such as the world and the decoration, which only broadcast TV stations nationwide, have squandered 3.7 million advertisements to the Peninsula Metropolis Daily.
On this basis, "The Peninsula Metropolis Daily" fully cultivated new media clusters, adjusted and optimized the newspaper distribution structure, and formed a full-media ecology with a collection of pictures, videos, audio and video, VR, and small programs, and a user scale of more than 18 million. Circles; only the official WeChat fans on the peninsula reached 8.2 million, and Qingdao’s inbound and outbound flights issued more than 30,000 copies of the Peninsula Metropolis Daily. These all guarantee the marketing effect of the whole media marketing.
In the second half of 2016, advertising stopped falling. In 2017, advertising increased by 17.27 million over the previous year, an increase of 18%. Among them, new business accounted for about 20%. Profits increased by 28.68 million, an increase of 77%.
Comments: The advertising effect of the whole media marketing is obvious, but it is especially worth noting that it is not conducive to the realization of the "two separations".
Eight, strengthen the distribution model
The Happy Old Man newspaper pioneered the business model of the “Post Media Marketing Platformâ€, which adapted to the transformation trend of China Post Group’s newspapers and periodicals distribution, and successfully realized the profitability from the single profit model of earning rates to rates. The change in profitability, profitability, and other profit models has also led to the rapid development of the Happy Old Man newspaper. In 2013, the Happy Man Report had a circulation of more than 1 million per issue; in 2017, the circulation of each issue exceeded 2 million.
The Times Post, sponsored by the Hunan Branch of China Post Group Corporation, exceeded 1 million copies in 2017 and reached 1.15 million copies in early 2018. Summarize the reasons, in addition to the content of "thought, depth, quality", advanced topics, real sharp text style, cover topics that truly reflect social issues, etc., the "run" distribution and third-party subscription distribution strategy is the main the reason. "Times Post" takes the "stupid approach" of "moving the market under the heart". The distribution team's focus shifted downwards, not only to go to other provinces, but also to the local cities and counties. One-third of the magazine's more than 30 employees are distributed, and the country runs in eight districts. Each person has an average travel time of more than 150 days.
In addition to "running", "Times Post" also engaged in "business journal projects" in the issuance, that is, third-party subscriptions, the development of corporate users, the use of media influence to promote the company's culture, ideas and products, the enterprise ordered it Customers have seen it become a major feature. There are more than 500 projects in business journals, covering communications, postal, financial, insurance, real estate, medical, tourism and administrative institutions, accounting for half of the total.
In addition, the two newspapers made great profits to the postal rate in the circulation rate. In Shandong, Liaoning and other provinces, the full rate was implemented, and the distribution income was all owned by the postal service. The printing fee is borne by the postal service, and the editorial fee (0.054) is paid to the publication at a rate of 3.8 per cent per price. In some provinces, the normal rate is also applied. The Times Post is 40%, the Happy Old Man is 31%, and the outside is 36%.
Comments: The issue rate has increased the circulation of the proceeds, which is more suitable for the start-up newspapers to quickly expand the distribution space. For most social newspapers, it is not necessary. The two cases can be used for reference: “running†distribution, third-party subscription, and careful service to customers; such initiatives seem to be unremarkable, but in fact, they need to focus on energy resources and are “work hardâ€. Of course, in today's media environment, 100,000+ rampages, creativity has become the “only†element of media products, and fewer and fewer people are working harder and harder. It seems that only these real “living efforts†"In order to let the traditional media continue to highlight the core competitiveness, it is the only way to sweep the "flowers and embroidery legs".
Nine, expand the distribution model
On September 28th, 2016, Shaoxing Daily reported that the original “Daily Business Dailyâ€, which has been “not livingâ€, has been completely transformed into a weekly education report “Shu Ren Zhi Bao†for primary and secondary school students (issue number CN33- 0114) (non-teaching). In the past two years, the "Tree Man Herald" has more than 500,000 circulations, and it has become more and more popular and recognized by readers, parents and teachers.
During the preparation period of the newspaper, Shaoxing Daily News and the Shaoxing Municipal Education Bureau conducted communication and consultation on various aspects such as newspaper subscription and distribution channels and content cooperation, and reached a three-year cooperation agreement. The Municipal Education Bureau allocates 15 per capita funds from the primary and secondary school students of the city (public schools, junior high schools, and high schools) to subscribe to the "Shu Ren Bao Bao", and the education departments of the counties and cities have special personnel or related departments to issue and liaise with the newspapers. The Education Bureau sent full-time staff as consultants to be in charge of the newspaper to assist in the issuance and editing of newspapers. The newspaper sent six editors to work on the editing and editing of Shuren.
In order to efficiently and accurately complete the delivery of 500,000 newspapers into the campus, the newspaper introduced SF Express through public bidding, ensuring that the "Tree Man Guide" will be delivered to all primary and secondary schools in the city the next day after it is printed. After being delivered to the school, it will be sent to each class by each school. Newspapers have entered an area that the mobile Internet cannot cover.
Comments: Newspapers should focus on the expansion of new spaces that mobile Internet cannot achieve, such as flights and school classes. However, the problem with the "Tree Man Herald" is that the administration of the subscription method has reduced the price of newspapers, and the direction of the three-year "incubator" is urgently needed. In addition, as a "big newspaper" with 500,000 readers, the annual advertising revenue is less than 3 million, and its business ability and development ability of related education industries need to be vigorously expanded. To a certain extent, the realization of a large number of users has become another problem in the success of the transformation of the newspaper industry.
Ten, harvested knot mode
The so-called harvesting tactics refer to tactical measures that companies benefit from the advantages they have in the face of recession. In the face of recession, some newspapers mainly use the following harvesting tactics.
Newspaper prices have risen. In particular, the party newspapers and other companies rely on apportionment subscriptions, and newspapers with relatively small price elasticity are increasing prices. At present, more than 500 newspapers per year include: Qinghai Daily 588/year, Hainan Daily, Beijing Daily, 540/year, Xinhua Daily, 532/year, Liaoning Daily, 520/year, Jiangxi Daily, 516 /year.
Reduce the frequency of publications. The daily newspaper changed to the Friday newspaper, the newspaper reported change on Wednesday, and the weekly newspaper changed on Wednesday... "Southeast Express" changed from the daily newspaper to the Friday newspaper in February 2016, and the "China Youth Daily" began on November 15 and did not produce paper on Saturday and Sunday. Quality report.
The newspaper is down. In the context of a sharp rise in paper prices, readers have been able to obtain massive amounts of information from the Internet, newspaper reduction has become a trend. The thick report is no longer, whether it is the Metropolis Daily or the Party Newspaper, it is greatly reduced.
Lay cuts and pay cuts. The salary reduction is forced to go, the organization adjusts to layoffs, the layout is reduced, the workload of journalists' editors is reduced, the income is reduced, and they have to take the initiative to leave. A large number of outstanding talents have left. Some employees who lack resources and have insufficient capacity are left behind, and bad money drives out good money.
High frequency activities. The system of the project department is generally implemented, and everyone is advertised, and the two separate collections and acquisitions are in existence in the face of survival problems.
Comment: For some newspapers that do not have development prospects, the harvesting tactics should be gradually implemented and stepped out.
Editor in charge: Ge Hongyan
This article is posted on this website for the purpose of transmitting more information and does not imply endorsement of its views or confirmation of its description.
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