Listening to Ma Xiaofei talk endlessly for a while, Wen Guangyu was also thinking seriously.

In the end, Wen Guangyu still shook his head:

"Xiaofei, I think you're thinking too simply.

Last year, the newspaper's advertising revenue was more than 4.1 million, and the number of employees in and out of staff was close to 90.

If you count the printing house, there are more than 110 people.

There are 66 staff members with financial allocations, and now you are counted.

Moreover, the treasury only allocates salaries, benefits, and bonuses, and the newspaper itself has to earn it.

Market-oriented newspaper running is indeed a new trend in the development of the newspaper industry.

It's just that Jinyang's economy is still relatively backward, the urban population is less than 500,000, and the advertising market is not large, which is not enough to feed another newspaper.

Running a newspaper in a market-oriented manner, retailing or subscribing to public readers, will lose a lot of money in this part of the distribution. ”

Ma Xiaofei asked, "Mr. Wen, how much does it cost to print a newspaper now?" ”

Wen Guangyu said: "Publishing 4 editions and printing a newspaper costs 2 cents and 5 cents, and 8 editions cost about 4 cents.

For example, after the launch of our weekend edition, the retail price was five cents a copy, and the price for the newsstand was set at two cents and a half.

The initial plan was to distribute 5,000 copies of the newspaper in the city, with two issues a week, and each issue was calculated according to the basic edition of 8 editions, and the circulation would lose 1,500 yuan.

If the target plan is issued, 10,000 copies will be issued, and the monthly issuance loss will be 12,000. ”

Ma Xiaofei thought about it and said: "The issuance of this piece will be calculated according to the loss of 15,000 per month, 180,000 a year."

Then count 30 non-staff personnel, with an average monthly salary plus bonus of 600 yuan, which is 216,000 yuan.

For other expenses, about 100,000 yuan is calculated, and the total annual cost is 500,000 yuan.

If you can achieve 1 million advertisements, the commission will be calculated at an average of 20%, and you can make a profit of 300,000 a year. ”

Wen Guangyu shook his head and smiled: "To make a new newspaper and achieve 1 million advertisements a year, how easy it is to say, Jinyang Daily was founded in 86 years, and last year's advertising revenue only exceeded 4 million." ”

Ma Xiaofei said: "Teacher Wen, what we are talking about is not an organ newspaper, but a citizen life newspaper." You look at Beijing's "Boutique Shopping Guide", which is published once a week, and the annual advertising income is tens of millions. ”

Wen Guangyu said: "I know that the "Boutique Shopping Guide" was first published in early 93, and I was still studying in Beijing at that time.

It is actually the practice of learning fashion magazines, and it is located in the capital, and it is aimed at middle- and high-income readers, and Jinyang does not have this kind of market. ”

Ma Xiaofei said: "Mr. Wen, what I want to say is that whether it is the rapid success of the "Boutique Shopping Guide" or the market response after the launch of the "Western Metropolis Daily" this year, behind it is the new trend of the newspaper market that urban newspapers and periodicals have begun to rise.

There are nearly 500,000 people living in Jinyang City, and there is definitely a need for a popular and life-oriented urban newspaper.

There must be a readership and market base, and anyone can afford to buy a newspaper for 5 cents.

It is not too difficult to run an urban newspaper in Jinyang, let alone 10,000 copies, to 350,000 copies.

The positioning of this newspaper is different from that of Jinyang Daily, and the market it faces is different.

I'm going to talk about a special advertising cooperation recently, if the negotiation is completed, this single 300,000 starts no problem, and 500,000 may ......"

When Ma Xiaofei talked in detail about the publicity and promotion ideas designed for the Xiyuan Wholesale Market, Wen Guangyu suddenly looked like a monster.

"How did you come up with market analysis, news features, business pitches, live events, all in one package?"

Ma Xiaofei handed Wen Guangyu a cigarette again:

"Mr. Wen, I love to ponder newspaper advertisements and some commercial promotions like special topics.

For example, every time I came to the newspaper office, I would read it carefully, and it often had some topic reports, and it was planned at a glance.

It just so happens that we just took out a mortgage loan in the Xiyuan Wholesale Market and bought a shop, and I am also thinking about what can be done if this wholesale market wants to become popular.

Jinyang's media advertising market cannot only be as small as it is now, and many companies actually don't know how to use media packaging to promote themselves.

In my opinion, newspapers should advertise, and they can't just wait for customers to come to their door and simply publish some brand image or product advertisements.

The media should take the initiative to reach out to customers, understand their publicity and promotion needs, and help customers solve some practical problems.

This requires planning, planning news and publicity topics, and even planning some live events......"

What Ma Xiaofei described is actually some common models of media operations a few years or even ten years later.

Wen Guangyu was completely dumbfounded, and he also had a feeling of enlightenment and sudden opening.

Wen Guangyu slapped his thigh excitedly: "Xiaofei, you are simply a genius, the newspaper has really picked up a treasure!" ”

Ma Xiaofei smiled slightly: "Teacher Wen, I like to ponder the media.

In my opinion, the greatest value of a newspaper lies in its social influence and credibility.

The newspaper can even plan some activities on its own, such as learning about the export fair in Guangdong and the small commodities fair in Yiwu.

Cooperate with Xiyuan Wholesale Market, and then strive for government support, and hold an autumn commodity fair every year to invigorate commodity circulation and promote the development of Xiyuan Wholesale Market.

Newspapers organize and undertake, collect advertising sponsorship fees and booth fees, and newspapers can also publish special journals of the Autumn Fair.

With such an activity, the newspaper earns hundreds of thousands of dollars a year, which is not difficult at all. ”

Wen Guangyu smiled heartily, excited no:

"That's a brilliant idea.

The scale of the Xiyuan Wholesale Market is as large, if the autumn fair is organized, the aisles around the market, including the railway station square, will have no problem demarcating two or three thousand stalls.

At an autumn fair, it took three to five days, and an average of 200 yuan was charged for a stall, which was 500,000 or 600,000 yuan.

More importantly, if such an event is successfully organized, the newspaper will not only gain fame and fortune, but also achieve great results. ”

Ma Xiaofei said: "Mr. Wen, that's why I said that the weekend edition launched by the newspaper now is only superficial in terms of operating mechanism.

Market-oriented operation requires market-oriented overall management, editing, distribution and advertising, which need to be combined into a team.

The best way to do this is either to make a weekend edition, or to make a separate urban newspaper, starting with a trial issue.

If the trial is successful, the city will inevitably support it, and it is only a matter of time before the publication number can be bid. ”

Wen Guangyu calmed down, took a puff of his cigarette, shook his head and said:

"There are too many involved in starting a new urban newspaper, and the weekend edition will be published next week, so it will definitely not be this year.

However, what you said about overall management and independent operation does make sense.

I wrote a report as soon as possible, reported to the president, and suggested that the weekend edition set up a separate advertising department.

Then, in terms of distribution, it is necessary to draw out personnel, recruit some more people, and form a distribution department.

There is still half a year left this year, and if the weekend edition is done, it is logical to suggest a new urban newspaper. ”

Ma Xiaofei said: "Yes, Mr. Wen, it is most appropriate to consider it this way." ”

Ma Xiaofei naturally didn't want to make any major contributions to the newspaper, but with the help of Wen Guangyu, by the way, it would be good if the newspaper could establish "Jinyang Metropolis Daily" two years in advance.

Ma Xiaofei wants to make a DM business newspaper by himself, and only by promoting the independent operation of the weekend edition of Jinyang Daily can he use the platform of the newspaper to cultivate and train several backbones.

For example, Qin Lulu, who is still mixing in the OK hall.

Wen Guangyu took good care of Ma Xiaofei, in the previous life, Wen Guangyu later went to the capital to work as an IT media, and introduced Ma Xiaofei to the capital.

Without Wen Guangyu, Ma Xiaofei probably wouldn't have been able to get out of Jinyang, and he wouldn't have the achievements and insights behind him.

Now, in front of Wen Guangyu, Ma Xiaofei will not keep anything he can not keep.

To some extent, Wen Guangyu and Ma Xiaofei are actually the same kind of people......