After more than two months of negotiations, Wang Jie finally won the Ming Pao Group at a sky-high price of 200 million Hong Kong dollars, and then Wang Jie hired Zha Yong as the honorary chairman of Ming Pao.

In that year, Huang Yulang founded the "Tian Tian Daily", which once increased the sales of this newspaper to the third place in Hong Kong. However, after being sold to Wang Jie, due to a series of internal integrations and personnel turnover, the sales of "Tiantian Daily" have fallen to fifth, and the sales of each issue barely exceed 100,000 copies.

The four newspapers in front of "Tiantian Daily" in terms of sales are: Oriental Daily, Ming Pao, Cheng Pao and Sing Tao Daily.

In the first half of this year, after Li Zi straightened out DreamWorks Media, in just one and a half months, Li Zi replaced two-thirds of the management of DreamWorks Media, and then carried out a major reform of "Tiantian Daily" itself.

On January 21, 1993, all the people of Hong Kong noticed a newspaper with beautiful illustrations and fresh layout.

"This is the new edition of the Daily Daily?"

"Great, there are no ads on the front page. ”

"The typography also looks very crisp and doesn't feel messy at all. ”

"And all the layouts are in full color. ”

"A full-color newspaper is expensive, isn't it?"

"It's not expensive, it's still the original price of 3 yuan. ”

“……”

These are just the first impressions of the new edition of Tian Tian Daily, and if you observe it yourself, you will find many different things, such as the colloquial headlines and so on.

When Wang Jie came to this time and space and saw the Xiangjiang newspaper for the first time, he noticed the difference between the Xiangjiang newspapers at this time.

All the Xiangjiang newspapers, the front page is so important, most of them are advertisements, and they are basically expensive real estate advertisements, and at most only the guide to important news belongs to the news.

Secondly, of all the newspapers in Xiangjiang, only the supplements, Fengyue editions, and advertising pages are color printing, and the other pages are black and white. The typography and illustrations are also very rigid, and the reading experience is very poor, including the best-selling "Ming Pao" and "Oriental Daily".

After Wang Jie bought Yulang International, he has always wanted to carry out newspaper reform, but he can't find time to focus on this matter. It wasn't until some time ago that he had a good chat with Li Zi about the revision.

After Li Zi took over DreamWorks Media, she not only changed the management, but also changed the layout editor and art editor of the newspaper, and specially invited a veteran from the New York Times to serve as the editor-in-chief of the "Daily Daily".

……

Sing Tao Newspaper Building.

Hu Xian called all the senior officials of the newspaper to the meeting, and in front of each of the participants, there was a copy of the "Daily Daily" of the day.

"What do you think of the revision of the Daily Daily?" asked Hu Xian.

Zhang Guan, deputy editor-in-chief of Sing Tao Daily, said: "A very beautiful newspaper that appeals to young people, but the cost of full-color printing is too high, and the elimination of front-page advertising has greatly reduced the newspaper's income. This revision is not advisable. ”

"I roughly agree with Vice President Zhang's opinion, but we can learn from the layout of "Tiantian Daily". Another supervisor, Li Dai, said.

"I don't agree with changing the existing layout," someone suddenly picked up the Daily Daily and retorted, "You look at this newspaper, although its layout looks fresh and refined, but this is done at the expense of the amount of content." For news with the same content, the traditional typesetting only needs one page to be published, while the typesetting of "Tiantian Daily" requires at least one and a half pages. This undoubtedly increases the cost, not to mention, how good is this extra half of the page that we use to publish advertisements? Readers are reading the news, not whether the page is beautiful!"

Everyone said a word, and finally came to the conclusion that the revision of "Tian Tian Daily" looks excellent, but whether it is full color printing, canceling front-page advertisements, and carefully typesetting and illustrations...... These reforms will increase costs and reduce revenues, and will be a complete failure of the newspaper.

At the meeting, someone predicted with certainty: "I estimate that the daily newspaper will not survive for a month, and it will either change back to its original appearance or raise the price of the newspaper." ”

Looking at the ridicule of the "Tiantian Daily" by her subordinates, Hu Xian always felt that something was wrong in her heart, and she vaguely felt that this revision of the "Tiantian Daily" would set off a big storm in the Xiangjiang newspaper circles.

At this moment, not only Sing Tao Newspaper is paying attention to the revision of "Tian Tian Daily", but most of the people in the industry in Hong Kong have noticed the new version of "Tian Tian Daily".

There's no way not to pay attention!

There are dozens or hundreds of newspapers at a newsstand, and people who buy newspapers can find the "Tian Tian Ribao" with full-color pictures on the front page without advertisements from a wide variety of newspapers and periodicals at a glance.

But no one thought that the reform of Tian Tian Ribao would be successful, and they believed that the revision, like the management of Sing Tao Newspaper, would not be worth the cost of increasing costs and reducing revenues.

Everyone waited to see the jokes of the Daily Daily.

A behind-the-scenes boss who is not a director, a young and inexperienced female president, and a editor-in-chief who is invited from the United States to know the Hong Kong market. It's a doomed combination no matter how you look at it!

And what about the facts?

……

Huang Zuqiang wiped his face and came out of the bathroom, then after bringing breakfast to the table, he shouted at the bedroom: "Alan, get up and eat quickly!"

shouted a few times and did not answer, Huang Zuqiang had to walk back to the bedroom and saw that his wife Lin Yuelan was still sleeping soundly. He walked over and patted his wife's face and said, "I'm about to get up, I'll be late for work later." ”

Lin Yuelan opened her eyes in a daze, stretched out her hand and said, "Husband, I don't want to move, pull me up." ”

Huang Zuqiang wordlessly pulled his wife up and sat on the bed, Lin Yuelan got up with a yawn and dressed, and then sleepwalked to wash with her hair disheveled.

Huang Zuqiang was speechless about this, in 1989, Huang Zuqiang resigned from his high position and salary, and lived in seclusion with his wife in the mountains of the outlying islands, where the Tibetan wind and water gathered, and concentrated on creation. In 1990, Wang Jie asked people to find Huang Zuqiang with two novel outlines, and since then, Huang Zuqiang has begun to use Huang Yi as a pen name, and has successively published novels such as "Xun Qin Ji" and "The Legend of Double Dragons of the Tang Dynasty" in "Tiantian Daily", which caused a sensation on Hong Kong Island.

Huang Zuqiang sat on the sofa and waited for his wife to wash up and then have breakfast together, when the Filipino maid came over with a newspaper and said, "Sir, this is today's newspaper." ”

Huang Zuqiang subscribed to four newspapers: Hong Kong Economic Journal, Economic Daily, Ming Pao and Tian Tian Daily.

Among them, "Hong Kong Economic Daily" and "Economic Daily" are both financial newspapers, and Huang Zuqiang, a native of Xiangjiang, must read every day, while "Ming Pao" mainly looks at some current politics, people's livelihood and literary content.

As for the Daily Daily, the newspaper's readership is dominated by young people under the age of 30. As a contracted writer of "Daily Daily", Huang Zuqiang's order is free.

In fact, Huang Zuqiang used to read "Oriental Daily", but since signing a contract with "Daily Daily", he has switched to this newspaper.

The reason is very simple, Huang Zuqiang thinks that Wang Jie is his confidant, if he hadn't read the outlines of those two novels, Huang Zuqiang thought that he would not have been able to write "Xun Qin" and "The Legend of Double Dragons of the Tang Dynasty" at all. Not only does he watch "Daily Daily" every day, but every time Wang Jie shoots a new film, he will also snap up tickets for the premiere in the Xiangjiang area.

However, after Huang Zuqiang turned out the "Daily Daily", he said to his wife who had just come out in surprise: "Hey, why is today's "Daily Daily" different?"

"There's big news?" Huang Zuqiang's wife looked at the newspaper in Huang Zuqiang's hand.

Huang Zuqiang said: "The front page of the ad is gone, you see there are still a lot of big and small headlines here, just look at the first page to know the main content of the whole newspaper." And there is a hint of the number of pages in the layout after each title, which can save a lot of time when reading the newspaper, and this design is convenient and intimate. ”

Huang Zuqiang's wife took the "Daily Daily" and flipped through it, and was surprised to find that it was all color pages, and the concise and refreshing layout also made her, a somewhat short-sighted person, look effortless.

Seriously comparing the differences between the new edition of Tian Tian Ribao and several other newspapers, Huang Zuqiang's wife praised: "This newspaper is convenient and comfortable to read, and it would be nice if the Hong Kong Economic Journal could change its edition in this way." ”

Huang Zuqiang said with a smile: "Mr. William is really good at business, it seems that it is a good thing that Ming Pao was bought by him." ”

Huang Zuqiang's wife thinks differently, her company is going to represent a new European makeup product in the near future, and is considering which newspaper to advertise. At this time, looking at the remodeled "Tiantian Daily", Huang Zuqiang's wife already had an idea in her heart, and she realized that this newly revised newspaper would inevitably be welcomed and sought after with the shrewd mind of a supervisor, and she could save a lot of money by winning the advertising space as soon as possible.

……

"Tian Tian Daily" was originally one of the top three best-selling newspapers among young readers, but now after the revision, the fresh layout is more popular with young people, at least it looks more fashionable and generous than other newspapers.

For readers like Huang Zuqiang, who have a sense of the times, the reason why they like "Tian Tian Daily" is very simple, because its layout is easier to read than other newspapers, and it is also more beautiful and generous.

"Hurry up and urge the printing house, the 5,000 copies of the reprint have been sold out. ”

"Manager, it's urging the goods outside, and it seems that 8,000 copies are not enough!"

"To be on the safe side, I will print another 5,000 copies at the end of the day, and I won't print it anymore. ”

“……”

DreamWorks Media Group's sales department has become a wet market, and it has been noisy since the morning, and many employees don't even have time for lunch.

A large number of people do not have a fixed habit of reading newspapers, and often go to newspaper sales points and choose a newspaper to buy according to their mood. Today, nine out of ten such people choose to buy Tian Tian Ribao because the layout design and color printing of this newspaper are too eye-catching, and the headlines and pictures on the front page are far more arousing readers' desire to buy and read than those newspapers that publish advertisements.

Li Zi was conservative in her sales forecast for the revised newspaper, allowing the printer to print 10,000 more copies than usual, and as a result, 115,000 copies of the Daily Daily were sold out before noon.

In order not to interrupt its own business order, the "Daily Daily" only chose to reprint three times with a total of 18,000 copies, and all 133,000 copies of the newspaper were sold out on the first day of revision.

On the second day of the revision, at the beginning of the new year, the printing volume of the Daily Daily increased to 150,000 copies, and all of them were still sold out.

In the following days, DreamWorks Media Group gradually increased the number of prints, and a week later, Tian Tian Ribao surpassed Sing Tao Daily, Sing Pao and Oriental Daily in sales, and topped the Hong Kong newspaper industry with a terrifying sales of 190,000 copies.

Many senior newspaper professionals in Hong Kong have been fooled by the sales miracle of "Tian Tian Daily", and this is okay!

In fact, the reform of "Tiantian Daily" is the same set that Li Zhiying played after he founded "Apple Daily". It's just that Li Zhiying is even more ruthless, the average price of newspapers on the market is 5 yuan a piece, and he directly priced "Apple Daily" for 2 yuan and gave an apple, which attracted the envy of countless newspaper peers.

A series of reforms to the "Apple Daily" directly led to the collapse of the original order of the press in Hong Kong, and the newspapers that stuck to the old path and did not reform closed down one after another, including the "Overseas Chinese Daily," "Express," "United Daily News," and other newspapers with a long history, all of which were closed down one after another under the "Apple Daily" offensive.

The surviving Hong Kong newspapers, including Ming Pao and Ta Kung Pao, have more or less imitated the reforms of Apple Daily to adapt to the competition, and the Hong Kong industry collectively refers to this change and reform as "appleization".

Although the price of "Tian Tian Daily" has not been reduced like the original "Apple Daily", it is still extremely strong, and other newspapers more or less feel that their sales are decreasing, because readers are snatched away by "Tian Tian Daily"!

Until this time, the people of other newspapers in Xiangjiang were still holding their ground, and they were expecting that "Tian Tian Daily" would not be able to bear the loss and would be finished by itself!

That's right, although the sales of "Tian Tian Daily" are amazing, the high cost and the cancellation of front-page advertising have made it lose money.

However, Li Zi soon had a new move, and all the merchants who wanted to advertise in the "Daily Daily" received a notice of the increase in advertising fees - the increased cost of the "Daily Daily" was finally passed on to the advertisers.

A newspaper has seen a sharp increase in sales, and an increase in advertising expenses is certain. In fact, after the sales of more than 160,000 copies of "Tiantian Daily", its advertising revenue was enough to recover the cost, but then the advertising fee of "Tiantian Daily" continued to rise.

There is no way, if you want to achieve a high profit for the newspaper, the advertising fee must increase sharply!

More than eighty percent of advertisers strongly protested against this, and nearly half of the customers directly canceled the advertising list, in order to blackmail the advertising fee of "Tiantian Daily" back to the original price.

Li Zi's response was: Ignore it!

Because the sales of "Tiantian Daily" are almost surpassing that of "Ming Pao", there is no need for advertisers at all, and the telephone calls of the newspaper's advertising department have not stopped at all every day.

In the end, the advertisers had to accept the reality and obediently take out the money.

The wave of reform set off by the "Tian Tian Daily" has been going on in Xiangjiang for several years. When readers are accustomed to newspapers that are printed in full color and beautifully typeset, those traditional newspapers with poor reading experience have no soil for survival, and they will either follow the reform or close their doors, without exception.

At that time, no one dared to despise Li Zi, Wang Jie's woman. Because the reform of "Tiantian Daily" was carried out under her auspices, the outside world will take all the credit for the reform in the future, and she is also respected by the good deeds as "the new generation of the queen of the Xiangjiang newspaper".