(Author: Wang Junjie Unit: Tonight Media Group)
In the past few years, the voice of the "Hou Bao Era" has once become the main tone of newspaper development. It seems that the way out for newspapers is to thicken. "Tonight's News" as a newspaper with a large circulation and strong influence in Tianjin was once influenced by this theory. With the promotion of ad editions, the newspapers continued to thicken. Especially in the first half of 2006, the number of layouts surged, and the cost of printing and distribution rose rapidly by tens of millions of yuan, which aroused great attention from the leadership of the media group tonight. In order to strengthen the cost awareness, the leaders of the group specially replaced the backboards on the walls of the social committee meeting room with six large characters "Cost! Cost! Cost!" The "three" costs "are smaller than one, which means not only strict control of the group The costs of various newspapers, operating costs, and daily operating costs will continue to fall. Only when the cost is reduced can the group's profit increase effectively.
Cost control can be started from many aspects, and printing cost is always the most important and core cost of newspapers. Strict control of layout cost also captures the "bull nose" of cost control. In the fourth quarter of 2006, "Tonight's News" strengthened layout control. At the same time, tonight, the Media Development Research Institute organized the relevant departments of the group to conduct a discussion and demonstration on layout control, and put forward a series of countermeasures such as changing the total amount of advertisements to profit evaluation, strictly controlling low-priced advertisements, and adjusting the layout. In 2007, the printing and distribution costs caused by the layout of the newspaper tonight decreased by more than 70 million yuan, most of which were directly reflected in the form of increased profits.
The biennial national newspaper printing surveys published by the Printing Working Committee of the China Press Association in 2006, 2007, and 2008 also clearly confirmed this change. The data released by the survey showed that the national newspapers printed 152.413 billion copies in 2006, a slight increase of 4.39% from 2005. Among them, 31 printed copies were more than 1 billion pairs. Tonight's printing press has a total printing volume of 1.81 billion folios (1.684 billion in 2005), an increase of 7.48%, ranking 16th. This result is another rapid increase on the basis of a 12.42% increase in printing volume in 2005 compared with 2004. The statistical results published in 2008 have changed a lot. In 2007, the national newspapers printed a total of 160.1 billion printed pages, an increase of 5.05% over 2006, and 34 printed pages had more than 1 billion printed pages. Tonight's printing press has a total print volume of 1.28 billion copies, down 30%, ranking 27th. This decline is exactly what the Media Group achieved tonight in controlling the printed sheets.
Combined with the CCTV Market Research Co., Ltd.'s continuous surveys in 2005, 2006, and 2007, the number of readers of "Tonight's News" is about twice that of Tianjin's second-ranked newspaper and about four times that of the third-ranked newspaper. . Taking into consideration the total print volume, the CTR reader status survey, and the average number of editions of each newspaper, it can be judged that this evening newspaper is in an advantageous position in the Tianjin newspaper market.
Based on the above, the author believes that, as a media group, in addition to doing a good job in party propaganda and public opinion guidance, the first task in business is to follow the basic rules of the market economy, ensure the appreciation and preservation of state-owned assets, and ensure the sustainability of the media group Development, an important premise of which is to maintain a higher profit rate and a larger total profit. In addition to specific projects at specific times, we must adhere to the basic idea of ​​operating profit first.
Whether it is a party newspaper or a metropolis newspaper, the circulation of "Tonight's News" has an absolute advantage. The large and high-quality readership provides a good premise for the operation, but it is also a serious issue. Tonight's newspaper is studying in depth and formulating practical strategies to turn the reader's advantage of "Tonight" into tangible profits. In view of the high cost of single editions caused by the huge circulation, the newspaper ensures that all business activities are carried out on the premise of ensuring costs and reasonable profits, and at the same time strictly controls the number of layouts to achieve a reasonable ratio of news to advertisements and advertisements, and To achieve the best combination with reader needs.
Controlling costs is a common choice for all newspapers. The pages of Tianjin newspapers are relatively moderate. In 2007, Tonight Daily averaged 25.45 editions (offset), "Daily New Daily" averaged 53.44 editions (fourth open), "City Express" averaged 22.48 editions (outside thin newspaper), "Tianjin Daily" daily Both are version 13.7. Tonight, the daily layout of the "Bohai Morning Post" published by the Media Group on September 1, 2008 is set to 48 (four open). In the current newspaper industry environment, effective cost control is a common choice among Tianjin newspapers. At present, Tianjin Two Newspaper Group is actively communicating to explore a win-win approach to control costs and increase profits.
The technical management of newspaper layout is an inevitable requirement of layout control. It is precisely because of the "inches and inches of gold" in the layout that "Tonight News" vigorously develops the technical management of the layout. For the editorial department, first of all, after the argument, we should eliminate the pages with a low reading rate and have been unable to effectively improve, and rationally adjust the layout and layout of the layout to meet the latest development trends and market needs of the newspaper industry; second, to Truly judge the cost of each layout, each article, each paragraph, and each photo, and carefully lay out their due value through careful layout. For advertising operations and orchestration departments, technical management is equally important. First of all, we must formulate and adopt sales prices, sales strategies and sales behaviors that meet the needs of cost and profit and market demand; secondly, we must effectively coordinate and lay out all the advertising layouts within a week, and organize and publish all the advertising information to make them play. " The value of "effective information resources", not the incidental forced delivery and passive reception of newsprint.
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