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Text Chapter 132 Analysis of various magazines (Part 2)

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    Luo Weiming continued: "These mini TV magazines are also called TV books. 'Mini' means that they are smaller than ordinary magazines, and 'book' means that the magazine converts the TV series into words. Reading the magazine is like reading a novel. TV books are all  Weekly magazines have about 5 to 60 pages, with color pages inserted in the middle. They used to be priced at HK$1, but now they have basically increased their prices in "Hong Kong TV", "TV Weekly", "Yulang TV" and "Yulang TV".  "Big TV" is HKD 2 per copy, "Golden TV" is HKD 1 per copy, while "Silver TV" and "Popular TV" are slightly higher at HKD 2.5 each." Among these TV magazines, "Yulang TV" is known as "Content  "The richest comprehensive TV magazine", "New TV" is labeled as "the authoritative TV entertainment weekly", and like "Hong Kong TV" and "TV Weekly", it is classified as a category with relatively good sales.  In fact, this was a common problem in magazines in the 1970s. Most entertainment magazines were named "television".  In other words, in those years when television was at its craziest, everyone was a "TV book". When the craze subsided, they all returned to their duties - reporting on the entertainment industry and gossiping about celebrities.  Listening to Luo Weiming¡¯s words, Zhang Shaoping finally understood these various ¡°TV¡± magazines.  Hong Kong¡¯s entertainment magazines are roughly divided into two categories: gossip magazines and film and television magazines.  The originator of gossip magazines is "Ming Pao Weekly". Before that, the main function of weekly magazines was to publish novels, and all magazines and weekly magazines that did not publish novels were sold out, such as "New Youth", "Weekly Weekly", "Weekly Weekly"  Weekly Pictorial" etc.  The newspapers at that time all had a large entertainment section, which was huge and allowed for both pictures and text. However, the entertainment section of "Ming Pao" was not only long but also lacked pictures, which has been criticized by people.  As an editor, Lei Piquhe suddenly emerged, specializing in writing insider articles to expose the "bottom details" of film and television celebrities.  At that time, everyone in the industry was dumbfounded, and the newspaper and cultural circles were also dumbfounded, because the entertainment pages of newspapers only published positive reports and pictures, and every film and television star was perfect.  After being poked by Lei Pi, everyone discovered that the private lives of celebrities are so corrupt. If you can think of it, it has definitely happened.  This is normal. Readers who like to read the entertainment section read too many positive news reports, which obviously does not satisfy their gossip mentality.  In fact, not only ordinary readers, but also people in the film and television circles are rushing to hear about it.  "Ming Pao Weekly" started this way, and there was no shortage of imitators. Therefore, "Hong Kong Weekly", "Fresh Weekly", "Oriental News", and "New Knowledge Weekly" came into being one after another and joined the money-grabbing army.  Especially "Xinzhi Weekly", which is known as "the inside story of news, tells everything you know". It really dares to say anything. In addition to posting nude photos, the editor-in-chief Li Bishi dares to expose even the inside story of lame people. It can be said that it is a gossip.  King.  It is hard for anyone to imagine that in the late 1960s and early 1970s, the sales volume of each issue of "New Knowledge Weekly" exceeded 100,000 copies.  You know, businessmen at that time didn't like advertising in magazines, so the magazine's profits depended entirely on sales.  The most speechless thing is that the audiences at that time liked to watch Western films, and even thought that those who watched Hong Kong films were second-class audiences. On the contrary, Hong Kong films were very popular in Southeast Asia, and most of the magazines were sold in  Southeast Asia.  Before the rise of gossip magazines, film and television magazines were all affiliated with film and television companies and existed as corporate propaganda magazines, losing money and earning publicity.  For example, "Hong Kong TV" and "Li's TV" were both founded by TV stations to promote their own programs and brag about their artists. The themes are very positive.  There is too much positive praise, but there is a lack of fair criticism of the program, so it is naturally unpopular.  Universal Publishing House, which founded "New Knowledge Weekly", immediately launched "New TV", using the same trick of breaking insider information as before, and broke the gossip news about artists, which made the readers of TV Weekly addicted.  In addition, "New TV" not only publishes the TV programs of the two channels, but also reports on the news of the artists. The most important thing is to give fair praise and criticism to the programs of the two channels.  Therefore, when readers buy "New TV", they can see the news from the two channels and also see reasonable criticisms of the programs.  After "New TV" opened up a new path, various publishing houses were very excited and followed suit one after another.  It just so happened that at that time, television was very popular and everyone watched it. In addition, Jiayi TV was launched, so there were more places to break the news.  As a result, Ming Pao Group launched its first project, publishing "Golden TV", followed by "Yulang TV", "Popular TV" and others.  Gossip magazines are different from film and television magazines. In the former, most of the inside information is gossip, follow-up shooting, insider revelations, malicious slander, etc., which are relatively bad; while in the latter, the opposite is true. Most of the inside information is about movie stars.  He confides his feelings, recounts past events, and reveals inside stories. The magazine has a cooperative relationship with the celebrities.  Luo Weiming took a sip of tea and said: "Everyone, you should be familiar with these magazines, and you have followed them in the past.We have dealt with each other.  In the market, the best-selling magazines are either entertainment magazines or fashion magazines.  A magazine that can stand out from many magazines must have its own unique points of view and have a large and stable readership.  We should learn from their advantages and enhance the readability and visibility of our magazines.  If "Hong Kong Weekly" could sell 150,000 copies 10 years ago, there is no reason for us to stop at 100,000 copies!  " " Bang bang bang!  " Zhang Shaoping applauded Luo Weiming sincerely and praised: "Well said and well analyzed!  Manager Luo and his colleagues in the market research department did not disappoint us. They have done a lot of work on the magazine market in Hong Kong. The information and analysis they summarized can give us a more intuitive understanding of the current situation and selling points of each magazine!  "The sales volume of "New TV" in Hong Kong once exceeded 150,000 copies. What is the concept? Even "Oriental Daily", which sells the best, cannot compare with it. "Today, although due to the rise of wireless, "Hong Kong TV" has also  After regaining the title of number one in sales, "New TV" and "Yulang TV", as third-party TV magazines, still firmly occupy the second and third spots with their unique perspectives, clinging to the "Hong Kong"  "TV" behind. Cen Jianxun said: "Our magazine is relatively entertaining, interactive, and readable, but it is not gossipy enough. For example, it lacks insider revelations and the like, and it cannot attract people's attention.  " Chen Baisheng frowned and said, "I think the price factor will affect people's desire to buy.  When "Hong Kong TV" was popular, the sales volume reached 100,000 copies, while "New TV" only sold 30,000 copies and "Li's TV" 20,000 copies.  However, "Hong Kong TV" thought that it was making less money, so it raised the price from 50 cents to 1 yuan. However, "New TV" still sold 50 cents, which suddenly took away half of the readers of "Hong Kong TV". After that, the sales volume  It keeps rising, exceeding 150,000 copies.  It can be seen how big the impact will be on price.  " "But our "TV Times" is a semi-monthly magazine, and these TV magazines are all weekly magazines. Each one costs 2 Hong Kong dollars. After two weeks, it is 4 dollars.  Our magazine uses large pages, high-grade paper, and is printed in full color. Each copy sells for HK$5.5. Excluding printing fees, author and editor fees, and polishing fees, there is basically no surplus. We rely entirely on advertising fees.  maintained.  "Deng Xiaoyu said. "Since we all rely on advertising fees to make profits, why not expand advertising inserts?  "Liu Tianlan suddenly took over the conversation and attracted everyone's attention. She smiled and said: "When I was in Vancouver, I read a lot of foreign magazines, such as Fortune magazine. Every time it inserted advertisements, there were no less than 40 pages.  , sometimes even more than 60 pages.  This is entirely based on advertising fees to supplement the magazine's costs.  " Chen Yumei also said: "I agree with Lan Lan's statement. None of the current magazines make money from the sales of the magazine itself, but are interdependent with advertising companies.  When I was an editor at Sisters magazine, I would often place advertisements for cosmetics, beauty lotions, and clothing.  " "Sisters" claims to be a "comprehensive publication on fashion, beauty, home economics, novels, movies, dramas, and singing." It occupies a large market share. Companies that want to advertise are queuing up, and they are all squeezing in. " Fashion  Magazines are generally divided into two categories: women's magazines and men's magazines. In addition to "Sisters", the famous women's magazines are also "Women", while men's magazines are funny, they are directly for adults. There are currently no men's magazines in Hong Kong.  A relatively successful fashion magazine. It is said that the top-selling adult magazine "***" followed the trick of "Xinzhi Weekly", adding nude women to society, and directly created a miracle. Chen Guanzhong also nodded and said:  ¡°There really should be more emphasis on advertising revenue.  " "Okay, I'll vote in favor too.  "Cen Jianxun followed the trend without restraint. Zhang Shaoping asked: "What about the selling price of the magazine? Are you not going to lower it?  "Luo Weiming shook his head and said: "It's not necessary.  " "The new "K-100 Pictorial" released last year is priced at 5 yuan per copy, which is only 50 cents different from our Time magazine. In addition to the paper quality being similar to ours, it is also printed in full color, in terms of content and design.  There is absolutely no comparison.  It can be sold for 5 yuan, and we sell it for 5.5 yuan, which is not expensive.  " "K-100 Pictorial" mentioned by Luo Weiming, once it was launched, sales have been rising steadily. The cover directly printed the words "all color printing, the latest TV pictorial". Chen Guanzhong smiled and said: "Manager Luo is right.  , we don¡¯t need to lower the price at all, we just need to increase the content of the magazine.  Other TV magazines are weeklies and only have 7 days for advertising to be effective, but our magazine only has 15 days.  We can increase the amount of advertising and charge advertising fees at the same time. For example, if an advertisement in "New TV" offers 50,000 yuan, we will charge 75,000 or 80,000 yuan.  I think advertisers will make the right choice between 100,000 and 14 days of advertising time and 80,000 and 15 days of continuous advertising time  ¡± Everyone laughed when they heard this, right? If you choose the former, the advertising effect is interrupted, while the latter is continuous. Because readers who buy one issue of the magazine may not buy the second issue. The role of advertising  Of course, it is not obvious. Of course, there will be a situation where everyone who buys a magazine, whether they buy one issue, two issues, or multiple issues, will be impressed by the advertisement. But is this possible?  We know that advertising needs to be continuous to be effective. Selling ads on TV only passes in a flash, and it is difficult to explain the advantages of the product as much as possible. The magazine just makes up for this shortcoming, and its exquisite printing is not found in newspapers.  , it can completely take care of the bright and eye-catching advertisements. Qiu Shiwen laughed and suddenly reminded: "But our "Movie Times" is a weekly. Although the price of 5.5 yuan is lower than other movie magazines, it can be published at a reasonable price.  Too often, beyond the psychological endurance of most readers.  If they want to buy every issue of the magazine, they have to spend several times more money than "Chinese and Foreign Films" and "Silver World". In the long run, they will feel that their money is wasted.  However, if we do not buy every issue, it means that we do not have a stable and loyal readership, and sales cannot be guaranteed.  " Zhang Shaoping rubbed his face and said, "When you said that, I realized that I was in big trouble. I didn't think carefully before!  " Chen Baisheng suggested: "How about we lower the price?  For example, down to 4.5 yuan?  Luo Weiming said: "You can't surrender. Once you surrender, it will set a precedent and it will be difficult to improve!"  The only way is to change the publication cycle. Like "TV Times", it is a semi-monthly publication.  In fact, I think that if our magazine wants to expand overseas, it is better not to publish too frequently.  Slow work will produce high-quality products, that¡¯s for sure. If you make shoddy work in order to rush for publication, it will be more than worth the loss.  " Chen Guanzhong thought for a while and said: "Let's take a look first. When the information feedback comes back from mainland China, Taiwan, Japan, South Korea, Southeast Asia and other places, we will make adjustments based on actual conditions.  "    "Can.  Zhang Shaoping nodded and said, "You are experts in what to do. You can just make your own ideas and decisions."  " Cen Jianxun said: "Now that we have talked about price and publication cycle, let me go back to the topic just now.  Our magazine is indeed not gossipy enough. Not to mention comparing with "Ming Pao Weekly" and "Oriental News", it must at least be on par with "New TV", right?  " "Bagua is a double-edged sword. It will not only cut yourself, but also hurt others. Be careful!  After all, we are just making magazines, and we are not trying to kill people. If we go too far, our reputation in the circle will be ruined, and the gains outweigh the losses.  Liu Tianlan said. Deng Xiaoyu said: "Tianlan is right, we don't need to do anything!"  Let's do this, learn from "New TV" and "Yulang TV", make appointments with artists, and if you are willing to talk, we will open a column and make a special episode.  Hearing this, Zhang Shaoping slapped his forehead and said, "If you didn't tell me, I would have almost forgotten it!"  We who make magazines must have more contact with readers, ask them what they think, and let them give their opinions.  By the way, starting from the next issue, we will open a column directly in the 'Reader Interaction' column to ask readers to express their dissatisfaction with the magazine and the areas that need improvement.  For example, enlarging the color pages, adding inserts, adding more celebrity photos, columns, special editions, etc. If necessary, we should all do it.  " "Prize-based activities should also be added to arouse everyone's desire to buy.  "Qiu Shiwen mentioned something. "Well, you can add it in the 'Reader Interaction' column.  Prizes can be personal belongings of celebrity artists, signed photos, or movie tickets.  " Chen Guanzhong smiled. " Everyone provided ideas one after another.
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