Media Value of Zhao Yan Metropolis Daily

Zhao Yan Metropolis Daily is a well-known social life newspaper in the industry. Since the establishment of 1996, it has been carrying out the concept of "running a newspaper, advertising and distribution in one", adhering to the purpose of running a newspaper based on news, and the content is king. With the "grassroots complex" of "running a newspaper for the people and making them love reading", it has established a good reputation and strong influence in Zhao Yan. Zhao Yan Metropolis Daily summed up ten years' experience in running newspapers, put forward the concept of "running news for the poor" and established the guiding ideology of "establishing newspapers for people's livelihood". With the in-depth study and practice of Scientific Outlook on Development's good environment, it has further established its position as the mainstream media and opinion leader in Zhao Yan. Zhao Yan Metropolis Daily has quickly become the most influential regional newspaper in Hebei Province by virtue of its business model of "rule of thumb" and "clockwise effect" determined according to the location characteristics of Hebei Province. In the process of continuous exploration and innovation, Zhao Yan Metropolis Daily learned from the experience of international media industry expansion, and was officially approved by the General Administration of Press and Publication in 2003 to become the first local edition pilot unit in China, providing experience for the market-oriented operation of China newspaper industry. In 2006, Zhao Yan Metropolis Daily set up Zhao Yan information advertisement (DM advertising direct investment) in eight cities in Hebei Province on the basis of dumbbell-shaped newspaper running mode, and further implemented media fragmentation management. Composite Zhao Yan Metropolis Daily has developed into a powerful media, with a daily circulation of/kloc-0.0 million copies and an average annual advertising revenue of over 300 million. On June 6, 2009 16, WorldBrandLab released the list of China's 500 most valuable brands in 2009 (the 6th). Zhao Yan Metropolis Daily ranks 470th on the list with a brand value of 65.438+79 billion yuan, and it is the only unit in Hebei's cultural industry to enter the brand list.

1. Millions of newspapers covered the land of Zhao Yan.

Hebei, located in Beijing and Tianjin, has always been a battleground for businessmen from all walks of life. The location characteristics of Hebei Province are obviously different from other provinces. One of the characteristics is that Beijing and Tianjin are located in the hinterland, which divides Hebei into northern Hebei, eastern Hebei and southern Hebei, which has a great economic and cultural radiation to the cities around Hebei. The second feature is that although Shijiazhuang, the provincial capital, is the capital of Hebei administratively, it is not the only central city in the province in economy, culture and population. Some experts have analyzed that Hebei Province is bounded by Dingzhou, influenced by Shijiazhuang in the south and Beijing and Tianjin in the north, while Tangshan and Qinhuangdao are relatively independent urban tribes. Facing the location characteristics of this urban tribal group, how to open the Hebei market is a market topic that any businessman must face. Zhao Yan Metropolis Daily, which grew up in this land, has explored its own business model based on this location characteristic, thus gaining a dominant position in the Hebei newspaper market.

Zhao Yan Metropolis Daily is a provincial daily of city life, and its positioning is based on the provincial capital and distributed to the whole province. Zhao Yan Metropolis Daily has established a professional distribution team of 3,000 people in the whole province 1 1 city by using self-management and postal distribution channels. The fine distribution network is spread all over the cities and towns above the county level in the province, and the circulation of each city reaches or exceeds the circulation of local print media, ranking first in the province's total circulation. The appearance of Zhao Yan Metropolis Daily has completely covered the reader market in Hebei under one newspaper. Metropolis Daily, like an hour hand on a clock, can point to eleven cities in Hebei in all directions every day, which is beyond the reach of any local newspaper. Merchants can get returns in more than 0/00 towns and villages in the province by advertising in newspapers. This is the unrepeatable core competitiveness of Zhao Yan Metropolis Daily.

With the continuous reshuffle of Hebei's distribution market for many years, Zhao Yan Metropolis Daily has completed the integration of Hebei's newspaper regional market by virtue of the advantages of provincial newspapers. In 2004, the dumbbell-shaped Zhao Yan Metropolis Daily's daily average circulation exceeded 6.5438+0 million, ranking among the few newspapers with more than one million copies in China and becoming the largest newspaper in North China. Zhao Yan Metropolis Daily has formed an absolute advantage in the total circulation and a relative advantage in the circulation of local newspapers.

Second, be the market leader of Hebei newspaper industry.

1997 Zhao Yan Metropolis Daily took the lead in implementing the distribution mode of "knocking at the door and delivering at home" in Hebei Province, which succeeded in one fell swoop, changed the reading habits of readers in Hebei Province and opened up the self-funded market of Hebei newspaper industry. It is the eternal publishing concept of Metropolis Daily to knock on the door to subscribe, deliver at home, communicate face to face with readers and provide readers with zero-distance delivery service. Today, "Which floor do you live on, I'll give it to you" is still the first promise of Zhao Yan Metropolis Daily to readers.

From the beginning of "Sixteen editions a day, only selling 30 cents" to today's thick newspaper expansion, no price increase, discount promotion ... Zhao Yan Metropolis Daily has always made unremitting efforts to "let readers spend the least money and enjoy the best service". Since 1997, Metropolis Daily has achieved leap-forward development and become the vanguard of Hebei newspaper market. It was Zhao Yan Metropolis Daily that took the lead in implementing door-to-door delivery in the whole province, which opened the private subscription market of newspapers in the whole province and triggered the all-round market competition of Hebei newspapers. Since 1998, Zhao Yan Metropolis Daily has put forward the slogan of "always one step ahead" in the competition of Hebei newspaper market, and maintained a strong position in the triple struggle of running newspapers, publishing and advertising.

1999 "Zhao Yan Metropolis Daily" took the lead in promoting the comprehensive advertising agency system in the media of the whole province, initiated the comprehensive advertising agency system in Hebei, improved the advertising agency level, standardized the advertising agency market, and a large number of excellent advertising companies grew up in cooperation with Zhao Yan Metropolis Daily.

In 2000, the advertising revenue of Zhao Yan Metropolis Daily took the lead in breaking through the 654.38 billion yuan mark in Hebei print media.

In 200 1 year, with the successful printing of Langfang, the last printing point in the province, Zhao Yan Metropolis Daily fully realized satellite printing in 1 1 cities in the province, becoming the only newspaper printed and distributed simultaneously in the province;

By 2003, the circulation of Zhao Yan Metropolis Daily reached 6.5438+0 million copies (including provincial capital edition and Jidong edition), and the annual advertising turnover reached 250 million yuan, maintaining the position of the first media in Hebei newspaper market for the seventh consecutive year.

As a mainstream newspaper, it should not only be fair and objective in reporting content, but also be honest and trustworthy in its own business activities. From June 5, 2004 to 10, Zhao Yan Metropolis Daily tried to notarize the circulation of Jidong edition. Then he sent an initiative to newspaper associations and commercial enterprises, calling for the establishment of an objective and fair newspaper circulation investigation Committee and notarization mechanism. In order to improve the marketization level of Hebei newspaper industry, standardize the competition in the newspaper market and safeguard the rights and interests of advertisers, Metropolis Daily spared no effort to promote the notarization of newspaper distribution.

Third, the thumb law and the clockwise effect make the winner take all the food.

Zhao Yan Metropolis Daily has great influence, forming a "funnel effect" in Hebei advertising market. More and more advertisers have gained good market returns by publishing advertisements through Metropolis Daily, and Metropolis Daily has also become the biggest winner of newspaper advertisements in Hebei through interaction with merchants.

The significance of circulation to advertisers is obvious: advertising in media with large circulation will have better publicity effect. To a certain extent, circulation is the main basis for determining the value of media advertisements. According to the internationally accepted "winner takes all" theory, Zhao Yan Metropolis Daily, as the biggest winner in Hebei newspaper distribution market, has the ability to cover all the markets: Metropolis Daily accounts for 40% of the total advertising revenue of dozens of newspapers in the province. Competition in the same newspaper market will inevitably lead to a few competitors monopolizing the market. When a newspaper thumb that gives consideration to all localities and grasps the overall situation appears on the land of Zhao Yan, the situation that Beijing and Tianjin media radiate Hebei and absorb advertising resources will be reversed. Zhao Yan Metropolis Daily, based in the provincial capital, is like an hour hand, which can point to all cities in the province on the dial of the market. Advertisers can get returns from eleven cities by investing in a newspaper. The "clockwise effect" allows businesses to always grasp the business opportunities in the city. This is something that no local newspaper can do. The internationally accepted "thumb law" vividly describes this phenomenon-just like a hand with five fingers, only the thumb can take care of each finger and grasp the overall situation. In the newspaper market competition of "only the first, no second", the merchants published advertisements through Zhao Yan Metropolis Daily, and obtained the advertising effect of "one for ten" at the cost of a minimum of 1,000 people, thus fully grasping the market in Hebei. Therefore, "Zhao Yan Metropolis Daily" has become the preferred advertising media for businesses to explore the Hebei market.

Fourth, the influence is supreme, guiding the reading consumption of Hebei people.

Media brand is a comprehensive concept. Besides circulation and reading rate, it is also necessary to evaluate its authority, credibility and satisfaction. It is an all-round concept formed in readers' minds for a long time. Therefore, when products are advertised in the media, the influence of the media will be projected onto the advertisement consciously or unconsciously by readers, thus bringing unimaginable additional value to the advertised products.

In the process of moving towards the mainstream media, Zhao Yan Metropolis Daily adheres to the original intention of "running a newspaper for ordinary people and making ordinary people love reading", holds high the purpose of "caring for the disadvantaged groups and following the mainstream crowd", "being a small editor, being a small reporter and serving ordinary people", pays attention to public opinion supervision and pays attention to economic life. In the eight years of sharing weal and woe with readers, Metropolis Daily has gained great influence and appeal. "Looking for Metropolis Daily" has become a popular word of mouth. Every topic of metropolis daily will become the gossip of the people, and every interaction between metropolis daily and readers will get a warm response.

"Mainstream media" and "strong media" are not simple circulation concepts, and must be based on high-quality content. Zhao Yan Metropolis Daily has always pursued the excellent quality of newspaper content with innovative spirit, and put forward the slogan of "great changes in one year, medium changes in half a year, and small changes in each quarter", constantly adapting to readers' growing reading needs and standards, earnestly creating famous editions and columns that readers like, and providing readers with news products with full information and news. Up to now, Zhao Yan Metropolis Daily has formed an editorial team of more than 200 people, and its editorial departments are located in Tangshan and Qinhuangdao, the provincial capitals. Journalists were sent to eight other cities and the capital, Beijing, to collect news from Zhao Yan around the clock. At the same time, Zhao Yan Metropolis Daily has the most editorial pages in the newspaper media in the province: the provincial capital and Jidong area open 48 pages from Monday to Friday, with color printing; Other regions Tuesday to Friday 32 edition. On Saturday and Sunday, the province has 24 editions. Up to 280 editions are published every week.

Zhao Yan Metropolis Daily has formed a 1+ 1 thick newspaper model, in which news, comments, international, domestic, Beijing-Tianjin, entertainment, sports, supplements, finance and economics, consumption in production and consumption, news topic and other public news information pages and local news information pages are added, so that readers can have a newspaper in hand and have no other concerns, which fully meets their reading needs and needs.

The effectiveness of advertising directly depends on the effectiveness of the carrier. The essence of advertising is persuasion, and the authority of the media strongly affects the effectiveness of advertising. The contribution of media quality to advertising communication effect is not addition, but multiplication, projection, association, amplification and reinforcement. Putting advertisements in Zhao Yan Metropolis Daily and other media will effectively enhance the advertising effect and the public image of customers, and advertisers' commercial demands will be more convincing. According to the investigation of HC, the circulation rate of Zhao Yan Metropolis Daily readers is 5.6, and the average reading rate is as high as 8 1%. 85% newspapers enter readers' families, which are the mainstream media deeply loved by readers and voluntarily purchased by readers. However, a large annual subscription ratio is beneficial for advertisers to grasp a stable readership, and the advertising effect will not be affected by the fluctuation of retail volume.

Dumbbell newspapers learn from the international media industry model.

After integrating Hebei readers' market, Zhao Yan Metropolis Daily has brought the thumb rule and hour hand effect to the extreme. The unified distribution of the same page in the whole province constitutes an asymmetric situation of information distribution and newspaper distribution. This asymmetry not only wastes the cost of newspapers, but also wastes information. For example, local commercial advertisements in Shijiazhuang are useless information to other cities.

With the approval of the General Administration of Press and Publication, Zhao Yan Metropolis Daily set up a local edition in eastern Hebei (Tangshan and Qinhuangdao) in 2003, and renamed Hebei Business Daily Metropolis Daily for distribution in provincial capitals. After these two new newspapers were launched in eastern Hebei and the provincial capital, they formed a dumbbell-shaped distribution model with the major newspapers in the province. This is the first case of social life newspapers in China, which is of pioneering and exploring significance in the development of China Metropolis Daily. The mode of newspaper general layout+local layout is an international newspaper management mode, which conforms to the principle of optimal allocation of news information and maximum management efficiency. Zhao Yan Metropolis Daily took the lead in trying this mode of operation in China, drawing lessons from the advanced mode of running newspapers in the world and becoming a pilot of the national news publishing industry. As a result, the context of Hebei reader market will be more clearly presented to the advertisers of metropolis daily.

In July, 2003, Metropolis Daily began to be distributed in the provincial capital together with Zhao Yan Metropolis Daily. On the basis of the popular edition, Metropolis Daily has further introduced more comprehensive and detailed content to serve readers in provincial capitals, so that the integrated new media has made great progress in content closeness and information width. After the publication of Metropolis Daily, it expanded from version 8 to version 16 in just half a year, and then from version 16 to version 24 irregularly. The content of the newspaper has been recognized and praised by readers in the provincial capital. Through all-round distribution and promotion, the circulation of Metropolitan Times soared, far ahead in the provincial capital. In 2003, Metropolis Daily and Guo Da Retail Chain Company in Hebei Province jointly established "Hebei Huating Newsstand Chain Co., Ltd.", and obtained 70% of the newsstands in the provincial capital. Together with the original retail stalls and convenience store chain outlets in Guo Da, Zhao Yan Metropolis Daily has nearly 500 retail outlets directly under the central government in the provincial capital. In 2004, urban news was launched in the retail market, which once again set off a sales storm in the retail market of provincial newspapers.

Jidong Edition of Zhao Yan Metropolis Daily was founded in August 2003, and its main distribution targets are Tangshan and Qinhuangdao. Jidong edition adds local news information and life information to the contents of major newspapers, so as to integrate into the social life of readers in Jidong area and provide richer and closer news information services for readers in Tang and Qin dynasties. With the publication of Jidong Edition, the circulation of Zhao Yan Metropolis Daily in Jidong soared from 40,000 in the past five months to 6,543.8+0.2 million in 2004, becoming the fastest growing new media in the national newspaper industry in 2003.

Six, "Gold Edition", "Silver Edition" and "Bronze Edition" pursue low cost per thousand people.

With the success of Metropolis Daily and Jidong edition, dumbbell-shaped Metropolis Daily has a triple price: the gold edition is a popular edition in the whole province, and the silver and bronze editions are set according to the law of value, which is close to the advertising price of local media.

With the reform and opening up of China's news media industry, emerging media are constantly emerging, and the competition in the media market is becoming increasingly fierce. Advertisers (especially international brand advertisers) are more and more cautious and picky in media selection, and cost advantage is always one of the most important factors for enterprises to gain competitiveness. Smart merchants pay more attention to the relative price of advertisements than the absolute price, that is, two important indicators of the conversion of circulation rate: advertising cost per thousand people (CPM) and advertising reading cost (CPRP). Therefore, how to reduce the advertising cost for enterprises is an important topic to improve the competitiveness of Zhao Yan Metropolis Daily's advertising market. For newspapers, several important indicators that advertisers pay attention to are circulation, reading rate and circulation, reader characteristics, reader consumption patterns and lifestyles, overlapping readers and the cost of thousands of people. Among them, the cost per thousand people is an important indicator to measure the advertising cost of advertisers.

The cost per thousand people refers to the cost of a certain media or media advertising schedule reaching 1000 people. Through calculation, we can find that the cost per thousand people for the golden edition advertising space of Zhao Yan Metropolis Daily is the lowest in the whole province. Average price of CPM full-page advertisement in each issue = the full-page advertisement price of metropolis daily ÷ (circulation of metropolis daily × reading rate) × 1000-(56,000 yuan) ÷ (630,000 copies ×5.6 people/copy) ×1000 people = 65438.

However, to achieve the same advertising coverage, the cost of thousands of people invested in the media in all parts of the province (Shijiazhuang, Baoding, Handan, Hengshui, Cangzhou, Xingtai, Zhangjiakou, Chengde, Tangshan, Qinhuangdao and Langfang) far exceeds the cost of thousands of people advertising in the provincial edition of Metropolis Daily. Thus, the "Golden Edition" of Zhao Yan Metropolis Daily's advertising page is undoubtedly a rare and scarce resource, and it is worthy of being a strategic highland in advertising media.

As the news of provincial capital cities at both ends of dumbbell-shaped newspapers and the Jidong edition of Tangshan and Qinhuangdao, Metropolis Daily launched local advertising prices called silver edition and copper edition. According to the needs of different markets, advertisements for provincial capital markets are placed on urban news, and advertisements for Tangshan Qinhuangdao market are placed on Jidong edition. Obviously, advertisers pay the lowest advertising costs. Because the advertising prices in the two places are comparable to those in the same city media, advertisers have a more sensible choice when operating the local market.

Seven, matrix services continue to enhance the added value of advertising.

What media and layout should I choose to advertise in order to get more attention? When enterprises put in newspaper advertisements, they begin to care whether the characteristics of the audience belong to the target market. Readers' consumption patterns and life patterns can enable advertisers to accurately define the target consumer groups of their products, thus effectively organizing media advertisements.

The narrowing of the audience is the essence of the continuous expansion and thickening of newspapers. As early as 1999, Zhao Yan Metropolis Daily devoted itself to creating "narrow audience" pages for consumers in different industries and establishing a bridge between different industries and related consumers-trade special issue. With the continuous expansion and thickening of the metropolis daily, the trade special issue has made great progress, and gradually created a deep-water wharf including advertisements of various industries such as automobiles, real estate, communications, home appliances, computers and tourism, forming a "port effect" in which industry advertisements are concentrated.

In 2004, Metropolis Daily further promoted the one-stop service concept of advertising business with the industry special issue as the "leader", and established the real estate weekly department, the tourism weekly department, the automobile weekly department and the IT household appliances department, forming a matrix business management and service system with the publishing department, the agency department and the customer department of the original advertising company, striving to create customer value and comprehensively enhancing the advertising competitiveness of Metropolis Daily.