"Ocean, you tell me, who is this "Shenzhou Martial Arts" magazine going to read? Or rather, who is the ultimate reader?"

"The positioning is a martial arts literary magazine, of course, it is the majority of martial arts fans. ”

"Martial arts fans, can you tell me about the occupation, culture, age, and purchasing power of these martial arts fans? Do you understand the specific level composition of these martial arts fans?"

As long as our editorial department collects and compiles the content, we present the most wonderful and elegant martial arts works, as for who is a martial arts fan, whether it is old or young, male or female, I care about him!"

Gu Weiyuan shook his head decisively: "You are wrong about the ocean." Periodicals and magazines are different from others, and if the editor-in-chief of a magazine does not know who the magazine is for, there must be no way out for the magazine. In other words, if the editor-in-chief of a magazine does not know who the real buyers and consumers of the magazine are, then the magazine will definitely not go far. ”

Li Haiyang was unconvinced: "I'm not a martial arts fan, so who do you say the real buyer is?"

Gu Weiyuan said: "A successful magazine with strong profitability must be the real buyer of advertisers. It can be said that the profitability of the magazine depends on the reader's purchase is definitely not the way out of a successful magazine, it can only rely on advertising. ”

Li Haiyang waved his hand: "Isn't that going back again! What are the advertisers buying? Not the readers?" I just need to do a solid job of the content and make readers love it, and there are many readers who like to pursue this magazine, which generates a fixed reader stickiness. Then, I show the advertiser how many people buy my magazine, and he will happily pay for it and advertise. ”

Gu Weiyuan Yan denied: "Haiyang, you have been a content editor for too long, and you may not have changed your thinking. The two are not the same at all. Readers are different from readers, what kind of readers are what advertisers really need, and are the readers who buy our magazines the target consumer group of advertisers? This is the key question. Therefore, the proposition that magazines are sold to advertisers can be understood separately in this way: our magazines themselves produce readers, not any content, and sell to advertisers, and advertisers want to buy readers, with the purpose of buying the target consumer group of its products. In other words, if our "Shenzhou Martial Arts" magazine is published, all the readers are elderly, then I will not be happy if there are 500,000 copies of an issue, but I will be nervous and depressed to death, because such a readership hardly meets the target consumer group of any product, and it is impossible for an advertiser to be willing to pay. Therefore, our editorial department should consciously train, teach, and lure our readers when collecting and editing content, so that they can become the readership that advertisers need. With a clear and dedicated readership, it's easier for advertisers to pay. So I would say that the "ultimate reader" of the magazine is the advertiser. ”

Li Haiyang was stunned, and then retorted with a red neck: "I admit that what you said is reasonable, but I will never agree! When I was studying, the teacher had a sentence: The result of the brand is to make sales redundant." So I think the most effective and direct way to build a magazine brand is with content. Without good content to support it, the magazine will have no product base, and it will become an empty phrase if you want to sell well!"

The quarrel between the two made Deng Zheng next to him rub his eyebrows when he heard it.

Li Haiyang is a senior editor-in-chief who has been working for more than 10 years and is good at producing content; Gu Weiyuan has gone from being the president of a newspaper to the head of a publishing house, and he is inclined to be effective and profitable.

The two of them have their own reasons for pinching each other. Since Deng Zheng came over in the morning, he has been listening for more than half an hour.

From his personal point of view, he certainly can't completely agree with what Gu Weiyuan said about starting from business interests.

The reason why we want to run this "Shenzhou Martial Arts" magazine, of course, to make a profit, is to make a profit, but there must also be appropriate feelings, and for this reason, we can even give up a certain profit space.

But he can't fully agree with Li Haiyangyi's view that content is supreme and wants to wait for the brand effect to be formed.

He doesn't want "Shenzhou Martial Arts" to be as unclear as the martial arts magazines that have been discontinued in his previous life, relying entirely on readers' purchases to make profits, and there is almost no decent advertising revenue. The few advertising pages in the back are all selling "Finger Tiger Soft Sword Powerful Pills, Sandbag Gaiters Meteor Hammer", and the grade can't be lower!

When Deng Zheng was studying, he also spent dozens of yuan to buy a soft sword that could be wrapped around his waist to make a belt, but the quality was not up to par, the circlip was broken, and he couldn't bounce out, and he was worried that the sword was sharp and didn't dare to pull hard, so he almost suffocated in the crotch......

"Okay, Brother Gu, Brother Li. You two calm down first. After listening to it for so long, I would like to say a few words from the perspective of a non-expert. I think that periodicals and magazines are information products in themselves, and in a certain way, it is still a concept product, and if a concept positioning is very successful, it is easy to establish popularity, and consumers will have a sense of expectation for it, which is of great help to sales. ”

When Deng Zheng said this, Gu Weiyuan frowned, and he was about to interject.

Deng Zheng waved his hand to stop him, and continued: "Brother Gu, don't be impatient, listen to me." Yes, now is an era of branding, no matter what product it is, everyone says it is a brand, not a brand, in fact, the accumulation of a famous brand is the brand, because the accumulation to a certain extent, its service, core value, reputation will all appear, and finally form all the characteristics required by a brand, but this requires a long period of accumulation. Therefore, if our "Shenzhou Martial Arts" magazine wants to establish the first brand of martial arts periodicals, we must first position accurately in the early stage as Gu Ge said, and position it at the height of the brand, which includes not only business, but also literature and feelings, and then Brother Li's editorial department is responsible for making the content characteristics of the magazine move closer to this direction. ”

Li Haiyang and Gu Weiyuan fell into deep thought when they heard this, and after a long time, Gu Weiyuan asked: "Business and feelings, how much is the right balance in this?"

Deng Zheng groaned and said firmly: "Five or five points." My request is: grasp with both hands, and be hard with both hands. ”

Li and Gu's eyes lit up, and they lowered their heads and smacked this sentence carefully, without saying anything more.

"Well, beckoning everyone to the conference room, I'll say a few words. ”

Deng Zheng saw that the two were no longer arguing, and ordered.

Deng Zheng knew why the two were under so much pressure that they had a violent dispute early in the morning, and they couldn't figure it out on an issue that complemented each other and could not be separated.

Before the two resigned from the Beichuan Group, because of the outstanding influence of his two novels serialized martial arts, "Capital News" has become the forefront of martial arts novels today, and it is not an exaggeration to say that it is half a holy place.

Therefore, under the circumstance that the "Capital News" was not effective in its attempt to revise the entire northern distribution, Gu Weiyuan and Li Haiyang put forward the idea of relying on the unique martial arts effect of the "Capital News" and using the channel distribution ability of the "Qiuyu Literature and Art Publishing House" to create the "Capital News-Martial Arts Edition" in the form of a semi-monthly magazine.

At that time, it was just an idea, and it was completely rejected by the superiors, so the two didn't say anything more.

However, how long after the two left, "Capital News-Martial Arts Edition" has already published two issues in the form of a semi-monthly magazine, and the speed is obviously premeditated.

The most embarrassing thing is that 110,000 copies were sold in the first issue, and 140,000 copies in the second issue. It is said that the submissions of martial arts masters and martial arts rookies from all over the country have filled the mailbox of the editorial office of the "Capital New Newspaper - Martial Arts Edition".

On the contrary, "Shenzhou Martial Arts" has been invited for more than half a month, and half of the famous artists have not been invited, not to mention, the number of manuscripts submitted is so small that the quality is unbearable to witness!

In fact, the two of them were depressed in their hearts, how could Deng Zheng be happy? !

To say that the reason why this "Capital New Newspaper - Martial Arts Edition" has today's influence and appeal is basically based on his "Ping Trace" and "Shooting the Condor", and now it has actually changed and began to shout for the new work of the "Fangzhu Four Heroes" headed by Heqinsheng, and the new work of the four of them, which will be officially serialized in August, is regarded as the first full-length work after the magazine was launched!

Although he said that he was unilaterally unwilling to cooperate with Beichuan Group anymore and wanted to pull it out and do it alone, no matter what, there was always a feeling of unhappiness when he saw Lao Wang next door staying at his ex-girlfriend's boudoir at night!

In view of this, he wanted to call the key members of the magazine who had been under great pressure and low morale recently, and say a few words to cheer them up.

“…… Ladies and gentlemen, I know that everyone is uncomfortable with the fruits of their hard work for two years being stolen by others, not to mention, and finally forced to have no choice but to hit the stone and face this fruit head-on. However, what I want to say today is that it is refreshing to be able to create a majestic and invincible giant, but what is even more refreshing than this is that when this giant throws himself into the enemy camp, one day pats his chest, shakes his black hair, makes a posture that shakes the ground and shakes the mountains, and roars and rushes towards you, under the eyes of everyone, he faintly stretches out a stinky foot and stomps his huge face under his feet!"

Everyone in the conference room clenched their fists and looked up sharply.

Deng Zheng met everyone's gaze, word by word, and continued: "From today onwards, when you invite manuscripts from outside again, you can bring the news that my Jinliang will publish a new book in the inaugural issue of "Shenzhou Martial Arts" in September! I, like all of you here, am the brilliant founder of "Capital News", so today, here, I hope that you can have the same belief in your hearts as I do: I am happy, you cannot live forever, and I am unhappy, you are worthless!" R1152