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After eating, back on the 8th floor, Li Yaoyang ran to talk to the senior vice president in charge of marketing and advertising.

With his hair combed back, silver-rimmed glasses, a grayish-yellow and neatly groomed beard under his nose, a white shirt and a red tie, and a bulging belly, he looked like a big business boss, well, to be precise, a nouveau riche boss.

He focused on the advertising part of the newspaper, and never shied away from the newspaper's financial situation, which made Li Yaoyang see their sincerity:

"The newspaper's advertising revenue last year was about $5 million, and this year it has dropped to $3 million, 25 percent of which comes from job classifieds.

Last year we had 20 to 30 pages of job ads every Sunday, but now there are fewer of them, 10 to 20 pages.

Job ads cost $1,000 per page, while the average price of display ads was $6,000 per page, and Sunday ads were about one-third higher than weekday ads.

We currently have about 3,000 advertisers, some of whom are big clients who make $300,000-$500,000 a year here, or even more.

For these large customers, you can enjoy a preferential service with an annual package and monthly payment, instead of paying immediately. ”

Li Yaoyang roughly calculated, plus the income from newspaper sales, as well as miscellaneous income such as printing, the annual income is about more than 10 million US dollars.

If you want to acquire...

He suddenly felt a little weak-hearted, it's like if you fell in love with a girl and said that you were going to chase her, but when you inquired, she was a noble daughter, didn't you dare to do it suddenly?

For example, if you pay your salary, you want to go out and have a good time, go to the most expensive local restaurant, and sit there and ask the waiter to get the menu, and the cheapest dish starts in the four figures.

"According to last year's situation, there are three main sources of our advertising, in order of proportional size: classified ads, accounting for about 50%; retailer advertising, about 30%; Nationwide advertising, accounting for about 20%.

Job ads are the most expensive in classifieds, at $5-$10 per line, while the cheapest classifieds are car ads at just $2 per line.

Even so, we do it, we never say no, and the more the merrier, because car ads have a lot of readers. ”

Indeed, now is a good time to sell your car.

"Sunday magazines are so many and expensive because ugly people like to go out shopping on Sundays, and they have more time to read on this day.

As a result, the Sunday magazine grew bigger and bigger, and it was too heavy to mention. He laughed a little gloatingly.

"There are a lot of inserts in Sunday newspapers, which are automatically clipped in by machines and then bundled by hand.

This part of the expenditure is not a fixed expense, because the strapping personnel are not fixed, and many of them are temporary workers.

The delivery of interstitial advertisements is strictly divided into regions, and newspapers distributed to different regions have different interstitial ads.

As a result, these ads are very local and popular with local readers.

Interstitial ads are basically done by retailers, but clothing ads generally do not do interstitial ads.

There's a local Philadelphia ready-to-wear brand that advertises several pages in our newspaper almost every day, all in the regular magazine, never with inserts. ”

Li Yaoyang asked:

"Since the number of interstitial ads is different in terms of delivery and region, how do you calculate the price?"

"Ah~ That's a good question, we charge money according to the actual number of copies issued, and the printing fee is additional, if it is printed with us.

For example, a brand that always does interstitial ads with us charges $5 per 1,000 copies issued, and of course, I'm just giving you an example. ”

"Well, I see, you go ahead!" Li Yaoyang nodded and motioned for him to continue.

"Generally speaking, clothing retailers like to advertise in newspapers, while other retailers, such as hotels or casinos, like to buy our interstitial ads.

Not only are these interstitial advertisements distributed through newspapers, but retailers often print many of them and place them in shopping malls for consumers to access for free.

All of our interstitial ads come from retailers. ”

The vice president then gave Li Yaoyang a copy of the advertising price list, telling him:

"If you don't decide to invest in the end, you can also come to us to advertise, believe me, no matter how small the advertisement is, we welcome it."

"Ha, thank you!"

Talking about this, Li Yaoyang has a very in-depth understanding of the inquiry newspaper, but he still insisted on going through today's meeting process until he got off work and followed Rosenthal's car back to his house.

It is also a small villa located in the suburbs, where Rosenthal and his family of four live, in addition to his wife, he also has two lovely children, a boy and a girl.

Boys are 5 years old and girls are 2 and a half years old, both of which are the cutest ages.

However, the little boy was a little naughty, and when he saw Li Yaoyang, he hugged his thighs and rubbed his snot on his pants, and then grimaced.

Rosenthal was a little embarrassed:

"Mr. Saurilee, I think I should pay you a pair of pants."

"Ha~ Forget it, just go back and wash up, don't take it to heart."

He didn't bother for a pair of pants.

"I'm so sorry."

"Shall I see what I have for dinner tonight?"

"Roast chicken, my wife's specialty."

"Then I'm going to look forward to it."

However, he knew that the highlight of the night was not the dish, but the main purpose for which Rosenthal called him:

"Mr. Lee, I know that you are interested in the Inquirer, and that the publisher's family is indeed interested in selling it, but running a newspaper, especially a big newspaper like the Inquirer, is more difficult than you think."

Li Yaoyang nodded:

"I know, what do you want to say?"

"Eighty percent of the newspapers in the country are family-run, which means that the management style is too conservative and rigid to keep up with the times.

In this case, either sell the newspaper or wait until it goes bankrupt, there is almost no third possibility. ”

Li Yaoyang still didn't understand what he wanted to express, and couldn't help frowning.

Finally he gritted his teeth and said:

"Rather than buying the Enquirer, it would be better to start with a local tabloid and launch a brand new newspaper."

"What? Issued from scratch? ”

"Yes, of course, it's just my personal opinion."

Li Yaoyang adjusted his sitting posture slightly, and became interested:

"Tell me why, why do you suggest that?"

Again, the system of the "Inquirer" is too rigid.

And because of the erosion of the publisher's family, which leads to constant internal strife in the newspaper, it is very likely that you will not be able to fully control the newspaper you bought for tens of millions.

But the new newspaper is different, you can decide the style of the newspaper as you want from scratch, and there will be no hindrance. ”

Rosenthal's words made Li Yaoyang fall into deep thought, and the launch of a new newspaper has both pros and cons.

The formalities are not a big problem, but it is too difficult to get the newspaper out there and be recognized by readers and the market.

The first thing to do is to determine the style of the newspaper, is it a business newspaper or a party newspaper?

In the history of the newspaper industry in the ugly country, before the birth of these well-known big newspapers, there was a period of political party newspapers.

That is to say, after the bourgeois revolution, with the establishment of the system of the Zang faction, different factions founded or controlled the press one after another as a tool of struggle.

These newspapers and periodicals are obviously factional, economically dependent on the support of the faction, and their content is biased towards current political news and opinions, and their readers are mainly political circles and the upper classes.

They propagated political opinions, won public opinion, and even fought against the same party, and fierce debates were the keynote of the newspaper industry during this period.

To put it bluntly, the newspaper industry has always existed as a conservative or liberal part of the capitalist system in the course of the establishment of the capitalist system.

It was not until the industrial revolution began in the major capitalist countries of Europe and the United States that the advancement of the industrial revolution caused major changes in the social, economic, political and cultural aspects, and also had a major impact on the newspaper industry.

Most notably, the need for information continues to grow as a result of urban sprawl

In addition, the birth and development of the printing press was indispensable for the production of newspapers that could be afforded to the masses.

If Li Yaoyang starts a new newspaper, he will definitely not take the line of the Bian, and commercial newspapers are the only choice.

However, commercial newspapers have always been divided into high-end newspapers (upper-class newspapers) and popular newspapers (cheap newspapers).

The earliest representatives of the popular newspaper were the three "penny newspapers" in New York

On September 3, 1833, Benjamin Day, a bankrupt printer in New York, founded The Sun, ushering in a new era of journalism.

The Sun had 4 pages, each of which was 2/3 the size of a modern tabloid.

The front page is 3 columns wide and doesn't have any fancy choreography.

The coverage is mainly about local events, especially violent news.

The material is mostly anecdotal or insignificant, but it is very interesting to read.

On top of that, the newspaper was inexpensive, with the Sun selling around 8,000 copies in just six months, almost twice the circulation of its closest competitor.

Three years later, Bennett founded the Herald in New York.

If Benjamin Day's founding of The Sun still smacked of stumbling by accident, Bennett was much more conscious than he was.

In the 30 years since, the Herald has grown to become the world's largest daily newspaper, with a circulation of 77,000 copies, and has been boycotted by other newspapers.

All the newspapers that opposed it went into battle and launched a "moral war" against this nouveau riche of the press.

They accused Bennett of using blasphemous language that forced advertisers to retract their intended ads for fear of angering morality experts.

Founded in New York in 1840, the Tribune never tried to insult ordinary people in the way of "writing low-grade works".

Nothing is more effective in elevating their dignity than honestly acknowledging the dignity of being despised.

Undoubtedly, it was this attitude that became a factor in the Tribune's success.

And the earliest representative of the so-called high-class newspaper was the New York Times

In contrast to the fact that the appeal of the penny newspaper has always remained at the stage of appealing to emotional stimulation, which has resulted in the emergence of sensational news dissemination, another independent newspaper born out of the pro-school newspaper has also surfaced, which, along with the popular newspaper, has become a private commercial newspaper.

Roughly after the Civil War, this kind of newspaper completely replaced the Yan school newspaper and established its dominant position in the newspaper world.

Li Yaoyang is not interested in the so-called high-end newspapers, the key is that there is no support from the Yan faction, and it is too difficult to get circulation, so why bother to find guilt for himself.

So, the mass newspaper was his only option.

But can a popular newspaper succeed casually? Apparently not.

As the name suggests, the penny newspaper is a newspaper that ordinary readers can afford and understand, and its emergence is closely related to the rise of ordinary people.

The mass newspaper was born at a time when the American working class began to win social recognition under Jeffersonian democracy.

No matter how vulgar, low-grade and deceitful the first penny may be, the success of The Sun shows the place of ordinary people in the world of communication.

The acknowledged public is more interested in "news" than "opinion".

When opinion paper became newsprint, reporters and editors gradually became less interested in articles that published their opinions, and their writing and editing styles changed, and they devoted more attention to pure news reporting.

In addition, due to the fundamental change in the target of the newspaper, "humane" news has become a distinctive feature of the popular newspapers and periodicals headed by The Sun.

For example, when reporting on how a 19-year-old was buried alive in a mine collapse, the Sun reporter was particularly fond of writing:

"If it weren't for the cave-in, it looks like this poor young man would have had a wedding next week."

That's exactly the kind of way The Sun's editors like to bring people to tears.

The news in The Sun deserves to be emulated by those who come after it, and the news it seeks to publish in a light-hearted and lively way is a valuable commodity.

In the '20s, the wage system in the Ugly Country was that many workers earned only $8 a week.

At that time, the price of the newspaper was $5 or $10, which was more than a skilled worker's earnings in a week.

Therefore, for a person with a limited income, most of the newspapers are beyond their reach and cannot be subscribed to.

The advent of the penny newspaper brought about a change in the way newspapers were distributed, and what used to be subscriptions became street hawking.

Even newspaper sellers would buy newspapers from publishers for 100 copies of 67 cents and sell them for a penny each.

This is tempting for newspaper vendors.

Now, this change not only led to the future retail of street newsstands, but also directly led to a change in layout design.

Editors are starting to draw readers away from competitors with eye-catching typography and pleasing fonts.

Therefore, the pricing is also a key factor, if it can't be set too high, readers have to hesitate to buy a newspaper, it is not the consumer's fault, or you set the price too high.

With these as the foundation, and then the theme direction of the newspaper, is it to do editorials, international news or sports? Amusement? Gossip?

It's best not to be greedy and greedy as soon as you come up, because a comprehensive newspaper takes time to accumulate and cannot be achieved overnight.