The Mirror is selling advertising space!

The news sent businesses in the UK, and across Europe, into a frenzy.

Is there anything to question about the effectiveness of advertising in a newspaper that sells an average of 100,000 copies a day?

Rush and you're done!

But after the news was released, the "Mirror" fell silent, and did not even give a price.

Entrepreneurs are all waiting to scratch their ears and cheeks,

However, they sent someone to the newspaper office to ask, and all they received was a unified reply:

"In the overall planning, don't be impatient."

When asked again, the clerk didn't say a word.

And so a week passed,

It's Sunday, September 16, 1901.

The Mirror published a front-page bulletin that it would hold a meeting at the Langham's Business Conference Centre the next day to discuss advertising space and give out 100 tickets for those in need to buy on Fleet Street.

Seeing the word "buy", everyone was a little confused,

Obviously, as a seller, you are promoting advertising space, why do you have to pay for buyers?

This is outrageous!

Even more outrageous, a ticket costs fifty pounds, enough money to advertise in The Times.

But even so, the tickets were sold out in a few minutes.

Those who are willing to pay for this are not only big business owners, but also colleagues in the London newspaper industry.

They all wanted to see what tricks Lu Shi could come up with.

……

The next day.

The Langham, a business and conference center.

Lu Shi sat in the side seating area, sipping Earl Grey tea, and watched gentlemen in formal attire walk through the door.

There are a few old faces in between,

Editor-in-Chief of The Times, George Earl Bakker;

Editor-in-Chief of The Telegraph, John Le Thatch;

……

The two seem to have come together.

They leaned in,

Thatch smiled and quipped, "Professor Lu, as the host, why don't you greet you at the door?" ”

Lu Shi spreads his hands,

"Is that necessary?"

Thatch couldn't help but burst out laughing, and then said, "It's really an honor for me to compete with a young talent like you on the battlefield of the newspaper industry." ”

Lu Shi heard that the "Daily Telegraph" also wanted to start a tabloid,

But Thatch was old and decided to wait.

As a result, after witnessing the failure of The Times' Daily Times, he resolutely axed the tabloid project.

No way, the Mirror is too strong!

Lu Shi looked at Bakr again,

"Mr. Buckle, you're here too?"

"The Daily Times, as your direct competitor, of course has to know yourself and your enemy," Bakker said. ”

This is a boiled duck - it's just a hard mouth.

Lu Shi couldn't help laughing,

"Competition? Can the Daily Times sell 2,000 copies a day now? ”

Crit!

Bakker almost vomited blood.

Unexpectedly, Lu Shi is not over yet,

"Then again, hasn't The Times always denied its relationship with The Daily Times?"

Bakir's face was dark and uncomfortable.

Lu Shi looked serious and said: "It just so happens that the sales of "Mirror News" have been rising recently, and the production capacity is a little unable to keep up. Mr. Backer, if your newspaper is no longer able to work, you can send us a printing press. ”

This is a sincere offer,

But in Bakker's eyes, there was no difference from mockery.

He was very depressed, and said that Lu Shi was completely different from other Chinese students, and he didn't know how to write the word "modest".

Thatch watched from the side and tried to hold back a smile,

"Okay~Okay~"

As he spoke, he grabbed Bakr and walked to the side, and said in a low voice, "Don't disturb people." ”

The two walked away awkwardly.

Lu Shi watched them go away,

Not long after, a white man in his fifties walked up to Lu and asked with some uncertainty, "Excuse me." Are you Professor Lu? ”

Lu Shi nodded,

"Yes."

The man was obviously stunned, obviously he didn't expect Lu Shi to be so young.

He stretched out his hand eagerly,

"Hello, I'm Joseph Philip, a watchmaker."

Just now, Phyllis heard that many people wanted to befriend Lu Shi, but none of them thought about this young Chinese.

They felt that this young man should be a clerk of the "Mirror", and because of his Chinese identity, he was taken care of by Lu Shi and got a job.

Actually, before communicating with Lu Shi, Philip also thought so,

He just thought he should try his luck,

Idle is idle anyway,

Unexpectedly, I really called myself bumped into it.

Lu Shi heard the other party's accent and asked: "I heard you speak English, there is a mixture of German, French and Italian, and you are a watchmaker, so you are Swiss?" ”

Philip nodded,

"You're right, I'm French-Swiss."

When Lu Shi heard the other party's admission, he knew who the other party was.

Philippe,

Pronounced in French, the front is heavy and the back is light, and the pronunciation of "pe" is so short that it is almost impossible to hear.

So, "Philip" sounds like "Philip".

Lu Shisui said: "You are the manager of Patek Philippe. ”

This sentence uses a declarative tone that is very affirmative.

Philip was shocked,

"You...... Have you ever heard of Patek Philippe? ”

In his opinion, this is almost impossible.

In Europe at the beginning of the 20th century, high-end watches basically only needed to consider one brand -

Breguet.

In the watch industry, Breguet has the title of "King of Watches" and also has the reputation of "Father of Modern Watchmaking".

Because Breguet has invented more than 70% of the industry's technology, at least two technologies, inventions, patents, and devices of any brand of mechanical watch in the world come from Breguet.

If you take away the part that belongs to Breguet, no watch will function properly.

In contrast, the current Patek Philippe is small and transparent.

Lu Shi explained with a smile: "I know Patek Philippe because I heard that you have just transformed into a joint-stock company. This is not very common in the watch industry. ”

This is certainly not true,

Lu Shi knew that Patek Philippe was, of course, influenced by modern information.

Philip didn't doubt him, and said with some embarrassment: "Eh...... In fact, we are still a family company. ”

Lu Shixiao,

"A family company is better than a family workshop."

Unexpectedly, Philip was very happy to get a positive evaluation, and said, "Professor Lu, I came here to make friends with you this time. ”

Lu Shi is clear.

As Channing said,

"You don't need to socialize when you're on land, you need to socialize when you're on land."

He knew in his heart that Philip had come to London purely for the purpose of socializing.

After all, Patek Philippe's goods, from watches to clocks to pocket watches, will not be affordable for ordinary people who spend threepence to buy the Mirror.

What's more, there are maintenance costs in the later stage of mechanical watches, and the amount is ridiculously high.

Advertising in the Mirror will lower the brand tone of Patek Philippe, so it is better to sell it point-to-point.

Philip lowered his voice,

"Professor Lu, I want to give you a watch."

Lu Shi couldn't help but be a little surprised,

I thought the other party was going to sell the watch, but I didn't expect it to be a free gift.

He asked, "Is it custom-made?" ”

Philip nodded again and again, and said, "We have purchased the right to use the patent for the chemically etched enamel dial, which can engrave your initials on the dial." Or, maybe you prefer your own pen name? I personally think 'Lu' is not bad. ”

Lu Shi quipped: "Patent for chemically etched enamel dials? It should be Breguet, right? ”

"Ah......h

Philip was embarrassed.

Previously, he had visited former British Prime Minister Robert Gascoigne-Cecil and wanted to give him a watch.

As a result, people don't like it at all.

In Cecil's eyes, only Breguet is worthy of the status of former Prime Minister and Earl of Salisbury.

Philip helplessly,

Since the politicians couldn't handle it, he wanted to retreat to the second, so he found Lu Shi.

Lu Shi is the mind of the "Mirror", and the frequency of going in and out of various high-end occasions may even be higher than that of some princes and nobles, and the possibility of meeting high-net-worth customers is also high.

Giving him a watch is not necessarily worse than giving it to Cecil.

Philip said, "Professor Luk should not underestimate Patek Philippe. We have precision timing devices, as well as ...... Hmmm......"

He looked left and right,

At this time, because of the communication between the two, many people have recognized Lu Shi,

Everyone gathered in twos and threes, chatting, and looking at the corner of their eyes, as if they were waiting in line.

Seeing this scene, Philip had to lower his voice,

"We also have split-seconds technology, but it's not mature enough for the time being to apply for a patent."

After saying that, he returned to his normal volume,

"Taking a step back, Patek Philippe was also an aristocratic watch, and our first customer was Hungarian Countess Kosowitz. Her deeds, you should be clear. ”

Lu Shi really doesn't know,

However, the deeds of a countess are irrelevant.

He bowed his head and muttered for a moment, then said, "Mr. Philip, I must thank you for your gift. ”

To say so is to accept it.

Philip suddenly became excited, and his face turned red.

"Good, good! I'm going to go back and prepare the best movements and craftsmen for you...... No, I'll let Benassi make it for you. What etching do you want? Is it the initials or ......"

Lu Shi raised his hand to interrupt,

"No, I don't. No need to be so troublesome. ”

Phyllis: "Huh? "I didn't know what to do.

Lu Shi said: "Mr. Philip, why didn't I find out that you were wearing a watch?" ”

Phyllis groped in his pocket,

"I brought a pocket watch."

He pulled out a pocket watch,

The gold case is engraved with the Calatrava cross, the Patek Philippe logo.

Lu Shi took it,

"Just give me this pocket watch."

Philip:???

Suddenly, there was a feeling of being robbed.

"Goo......

He swallowed and said, "Professor Lu, the regulator of that pocket watch is engraved with 'J· P', is my initial. According to the brand, it should be engraved 'P· P'That's right. ”

Lu Shi waved his hand indifferently,

"It doesn't matter."

Philip was completely confused, but he had no choice but to say, "There is a picture of my granddaughter in it, can you give it back to me?" ”

"Granddaughter's photo ......"

Lu Shi hurriedly returned it to the other party.

Looking at this scene, the people around couldn't help but discuss,

"What kind of watch brand is that? I've never heard of it before, but it's better than Breguet? ”

"It's probably no better than Breguet. But Professor Lu likes it so much, there must be something to be desired, and it won't be too different. ”

"If I have the chance, I'll ...... Hmmm......"

"How?"

"Hahahaha! Professor Lu likes to receive gifts, and I happened to bring the company's products. ”

……

Entrepreneurs are waking up from a dream, showing their powers,

Sausages, perfumes, seasonings, light bulbs, igniters......

There's even beer on tap.

They were ready to go, waiting for Philip to finish talking to them when they landed, and then they came up to sell their products.

Unexpectedly, Lu Shi didn't give a chance at all.

I saw him look at the pocket watch in his hand, and then "snapped" and buckled it up, and walked up to the podium.

"Everyone, pause."

Instantly, the hall fell silent.

Lu Shi raised his voice and said, "Today, we are going to talk about the advertising sale of the Mirror. Unlike other newspapers, our newspaper's advertisements will adopt a diversified design, with hard ads and soft ads. ”

Soft ads?

None of the people present had heard of it.

However, just looking at the name, you can know that hard and soft advertising should be a relative concept, with no clear definition and no clear scope division.

The crowd couldn't help but talk. ，

The venue was a mess.

Lu Shi then took out the pocket watch and showed the dial to everyone.

"You talk first, I'll give you a minute. I'll explain after you've discussed it. ”

This sounds harsh,

But when the merchants saw that Lu was really time-keeping, they didn't look angry, so they whispered to the left and right.

Philip in the crowd looked at the pocket watch,

Faintly, he sensed what Lu Shi's so-called soft advertising was.

The corners of Philip's mouth couldn't help but hook up an arc,

When I befriended Lu, it was really a very correct decision,

Patek Philippe may be flying after today.

A minute passed quickly,

Lu Shi shook his pocket watch,

"Alright, the time has come."

He tucked the pocket watch into his pocket and said, "The so-called 'soft advertising' is a form of advertising that integrates product information into the media, and its purpose is to make the audience accept the product unconsciously. ”

Hearing this long list of concepts, the merchants on the scene were stunned, as if the Paleolithic sky suddenly remembered "just because you are too beautiful",

How can primitive people understand this!?

Someone said: "Professor Lu, let the audience accept it unconsciously? Is this really possible? ”

Lu Shi opened his mouth,

As a result, before he could answer, someone asked: "Advertisements should have the characteristics of high reach rate and long retention time, can the soft ads you said work?" ”

Lu Shi was ready to answer again.

Unexpectedly, the two people who asked the question quarreled first.

"You don't understand."

"Why don't I understand!?"

"If, as Professor Lu said, the advertisement is integrated into the newspaper in a covert way, it will definitely remain in the memory of the audience for a longer time."

"Fart, then I can also say that hard advertising is easy to increase purchase intention!"

……

The two of them were red-faced.

Lu Shi coughed violently,

"Ahem!"

Then, he slapped the table to refocus everyone's attention on him, and raised his voice: "Guys, in fact, I already ran a soft advertisement. ”

The people present couldn't help but look at each other.

The chatter resumed.

Suddenly, someone suddenly realized,

"It's a pocket watch!"

For a while, everyone reacted and fell into deep thought, but the more they pondered, the more flavorful they became.

soft advertising,

Something!

Lu Shi smiled and said: "The so-called 'hearing is better than seeing', I have already practiced it. Do you think that this kind of soft advertising can make the audience accept the product unconsciously, as I said? ”

The people on the list are all people who have achieved great success in business, how can you not understand this?

Someone muttered, "So this is soft advertising." Speaking of which, it seems that many manufacturers are already using it. For example...... Not...... Coca cola! ”

The words were immediately answered,

"You also have a Coca-Cola calendar?"

In 1891, the Coca-Cola Company began advertising with wall calendars, and the tradition continued for more than 100 years.

This kind of wall calendar is very collectible, and the first issue of Coca-Cola advertising wall calendar published in 1891, as long as it is well preserved, many collectors are willing to pay a high price for it.

Therefore, the softness and hardness of advertising are relative,

For modern people, the advertising calendar is a proper hard broad,

However, at the beginning of the 20th century, all kinds of PUA advertisements were prevalent, and the advertising wall calendars that could penetrate into people's lives belonged to the soft wide.

Lu Shi spreads his hands,

"So, do you understand?"

Thatch asked, "Can newspapers also advertise softly?" ”

Lu Shi nodded,

"Absolutely."

Thatch raised an eyebrow, a little unimaginable of the relationship between newspapers and soft advertising.

But the merchant did not give him a chance to continue asking,

Someone couldn't wait to say: "Professor Lu, don't sell Guanzi, how much is an advertising space in "The Mirror"?" How much is a soft ad? And how much is hard advertising? ”

Lu Shi stretched out a finger,

"A thousand pounds."

The scene fell silent,

“……”

“……”

“……”

The atmosphere was eerie, as if a pin drop could be heard.

Unexpectedly, Lu Shi didn't finish speaking,

"A thousand pounds is the reserve price, and the highest one wins."

(End of chapter)