Chapter 255 The expansion of media channels and the opening of the Maritime Academy
"Okay, Yang Sheng, no matter what our main direction is, content is always the top priority." Qin Zhiye agreed.
Newspapers can have many themes and different directions, but the core is always the content. Even if it is a theme that many people work on, if the content is well done, there will still be results.
It’s just that it’s difficult to compete in other people’s competition. After all, other newspapers that have been successful for many years must also be very powerful.
"Well..." Yang Wendong nodded and said: "In addition to content, we should also pay attention to advertising. Don't have too many ads in the early stage, as this will affect the reading experience.
However, we can focus on various recruitment advertisements in Hong Kong. In recent years, many people have poured into Hong Kong from outside. In addition, Hong Kong’s industry and real estate are developing very fast. The demand in this area must be very high. I estimate that many people will Buying newspapers specifically to find a job is also a need. ”
In the era before the Internet, individuals could only find jobs or large companies publish recruitment requirements through newspapers, or TV stations and radios, but now Hong Kong obviously can only rely mainly on the former.
It can even be said that job advertisements are one of the main income sources of newspapers. Although Oriental Daily wants to avoid competition as much as possible, the only way to make money is to steal the business of other peers.
"Okay, I will. clear. Qin Zhiye nodded and said, "But we are still a new newspaper, and this business has not yet started. I will prepare to recruit in a dedicated position in the future."
In the Oriental Daily these days, there are only recruitment advertisements for the Maritime Academy of Changxing Shipping, which are still placed together with the content of Yang Sheng's Ship King article, which does not affect the perception very much. ”
"Yeah, okay." Yang Wendong nodded.
The dock in Kwai Chung has not yet been built, but a simple maritime academy has naturally been completed.
Enrollment has become something that needs to be prepared now, but Hong Kong and China Daily is not suitable because it is a high-end newspaper. People who buy these newspapers basically have stable jobs, and there is a high probability that they will I don’t look down on those who want to be employed in higher-level positions.
The just-launched Oriental Daily is more suitable, so this business will be handed over to it.
Of course, the radio station has customers from various groups, and it is also suitable for recruiting students. However, radio stations and even TV are not for written records. Even if most people have heard it, they may have finished if they want to listen more carefully. Advertising is more suitable for consumer goods or the service industry within Hong Kong, rather than advertising for recruitment, which requires careful research.
Qin Zhiye added: "Yang Sheng, the content in the next few days will be a normal newspaper. At that time, I will customize the promotion strategy of Oriental Daily based on the sales data."
"Okay, content and marketing go hand in hand. " Yang Wendong nodded and said.
Marketing is a must for any company. Unless the product is really great or the company is an administrative monopoly, it is impossible to leave marketing.
......
In the following days, Oriental Daily started normal sales, but without the attractive headlines on the first day, sales dropped a bit.
But it's still over 10,000 yuan. The fundamental reason is that the content itself is good, and the price is not expensive, making it the cheapest newspaper.
Wan Chai, Hong Kong Island:
At Galaxy Daily Headquarters, Hu Xian frowned and said: "In the past few days, the sales volume of this Oriental Daily has exceeded 10,000 copies? How can this newspaper just be published? Sales volume is so high?
Lao Wu, please investigate clearly. Is there any reason? "
Old Wu quickly said: "Mr. Hu, I have done some research. The content of Oriental Daily is very close to people's livelihood. There are large stories in it. I found it very interesting after reading it. It should be Obtained from interviews with many ordinary citizens
The second is that their price is too cheap, only 30 cents per copy. This price is equivalent to some very rubbish newspapers in Hong Kong, but the quality of Oriental Daily is not bad, both in terms of content and paper printing, it is not lower than Our galaxy daily.
The third is that Oriental Daily directly gives some rebates to newsstand sales staff, and these newsstand owners are naturally willing to promote Oriental Daily. ”
“Low price and high quality, how to make money? "Hu Xian asked with some confusion.
People in the industry naturally know the profit situation of this industry.
Old Wu said: "It is still unclear, the future advertising of Oriental Daily In terms of quantity, judging from its pricing, it is estimated that it will receive a large amount of advertising to increase revenue.
With their price and quality, even a little more advertising should be acceptable. ”
“What I am most worried about is that they will also have a normal number of advertisements. Hu Xian frowned and said: "Based on the previous style of Hong Kong China Daily, their new newspaper should still be the same, with very good advertising control." "
Lao Wu analyzed: "That is unless they only want to make a small profit or even no profit.
However, with Yang Wendong’s financial resources, this is also possible. "
"Yes, that's what I'm worried about. Hu Xian nodded and said: "If it's just a rich person who makes a newspaper, I'm not afraid at all, because they can't do it well and they can't last long just by throwing money at it."
But Yang Wendong is not only rich, but he also seems to understand the market of the newspaper industry. If he does not strive to make profits, then our lives will be difficult in the future, especially because our newspaper positioning is still the same. "
"This seems to be quite unsolvable. "Old Wu frowned a little: "He didn't cut prices too harshly, and it's hard for other newspapers to say anything.
The most important thing is that, like us, they are really concentrating on creating content, focusing on the trivial matters of ordinary people in society. A lot of the content written is very real, interesting and attractive. ”
“Then can we also write about this aspect? "Hu Xian asked rhetorically.
In the newspaper industry, as long as you don't plagiarize other people's content, it's normal to do the same subject matter. Not every newspaper can innovate, most of them follow suit.
Lao Wu said: "You can try it, but the Oriental Daily News has put a lot of effort into it. It will not be easy for us to catch up."
"Let's try it first and then talk about it." Hu Xian was a little worried and said: "It is really a headache for the newspaper industry to enter such a big capital."
The propaganda power of newspapers has been favored by many big capitals. There used to be a large consortium that wanted to acquire Galaxy Daily, but they were rejected. And these consortiums themselves will not enter this field, because it is really not possible to do well with money.
But when a person with both capital and ability enters, it will make other opponents uncomfortable.
Lao Wu comforted and said: "Mr. Hu, don't worry too much. There are so many newspapers in Hong Kong. No matter how good their sales are, they will not have a big impact on us. Most of the millions of Hong Kong citizens have the same hobbies. It's different.
I think that the Oriental Daily is not trying to steal the market from us or other newspapers, but it is its own independent new market. Because those who like its content probably would not have bought many newspapers in the past; and people with a little money, I probably won’t mind spending an extra thirty cents to buy a newspaper with different content and good quality. "
Hu Xian smiled and said: "What you said makes sense, but it is just to comfort yourself. Our newspaper office has seven or eight newspapers. Do you think that when Oriental Daily becomes successful, it will not be the same? Will other newspapers be launched? "
"This is true. "Old Wu had no choice but to say: "Then we really have to do our best, either by staggering the direction of our business, or by following him and writing the same type of content but different content. "
"Well, let's try it together. "Hu Xian said: "Anyway, we also have several different newspapers. Choose one to follow a similar route and get more customers. The others will operate normally and focus on content quality. "
"Yes, Mr. Hu. "Old Wu quickly agreed.
A newspaper has reached the level of daily sales of over 10,000 in the past few days, and seems to be stabilizing. This has never happened in the history of Hong Kong's newspaper industry.
Many colleagues have also begun to study the reasons for the success of Oriental Daily, and have discovered that it is the combination of low price, high quality, and high-quality content, but they cannot crack it.
High-quality content is easy to say, each kind is different, as long as it can make consumers like it, if you invest more money, you can succeed in any field;
But the price is low High quality is difficult. Unless you give up the previous huge profits, it will be difficult to achieve. Wen Wei Po's headquarters:
This is a newspaper recognized in Hong Kong and biased towards the Mainland.
"Sheng Liao, this is the recent sales volume of Oriental Daily, which has basically stabilized at more than 10,000." A middle-aged man came over and said.
The man surnamed Liao smiled and said: "Haha, this Yang Wendong is really amazing. I feel like he can succeed in any industry, even newspapers."
The middle-aged man nodded and said:' Yes, they are really successful in everything they do. I visited the Carrefour supermarket they opened on Des Voeux Road and the experience was really good. I am afraid that after it becomes popular, it will have an impact on our domestic stores. '
The man surnamed Liao shook his head and said: "It doesn't matter. What the mainland cares about is that the goods can enter Hong Kong to earn foreign exchange. No matter how powerful Carrefour is, doesn't it still have to purchase goods from China Resources?"
< br>
"That's true." The middle-aged man thought for a moment and then asked: "Then Oriental Daily looks like it will become one of the important newspapers in Hong Kong. Coupled with Yang Wendong's influence in recent years, should we try it out? "Is he left or right?"
The man surnamed Liao said: "No, didn't you notice? Yang Wendong has been very famous in recent years, but he doesn't seem to have expressed any opinions in the newspaper. ?”
"It seems so." The middle-aged man recalled: "It's not just a matter of left and right, but there are no normal opinions."
"So such people are either very cautious, or they don't understand ZZ "The man surnamed Liao said: "I guess he is the former."
The middle-aged man nodded and said: "It should be so, it is really rare to be so cautious at such a young age."
"His business is mainly export, so it is normal for him to veer to the right." The man surnamed Liao added: "But he didn't express anything, but it is possible that he veered to the left."
The middle-aged man said: "Doesn't that mean you didn't say anything?"
"Haha." The man surnamed Liao said with a smile: "Actually, it doesn't matter, you see Everything Yang Wendong does is to help the poor in Hong Kong. It would be great if such a person is not right-wing. "
"That's right." The middle-aged man thought for a while and said, "He has always been so neutral. , which is not bad.”
The success of Oriental Daily has once again made the Hong Kong newspaper industry and some people excited. ?
January 15th, in the Hong Kong China Building:
Yang Wendong came here again, and the heads of the two media companies, Qin Zhiye and Zhang Hui, naturally came to greet him in person.
"Good morning, Yang Sheng." The two of them said politely after seeing Yang Wendong at the door.
“Here, I brought you some tea. China Resources Group gave it to me, and I’ll give you some as well.” Yang Wendong personally took out two boxes of tin tea in cartons from the trunk and handed them to Two people.
Although Changxing Group's main business is not trading, such a large-scale factory with nearly 20,000 employees, plus suppliers, requires a huge amount of materials every day.
As the largest material supplier in Hong Kong, China Resources may also want to have a good relationship with Hong Kong's rich people, so it often gives gifts to big customers. Tea is the most suitable. Many people love tea, but it is difficult to buy high-quality goods from the mainland. of tea.
“Thank you Yang Sheng.” Zhang and Qin thanked them after accepting it.
"Let's go up." Yang Wendong said again.
After a few people went upstairs, Yang Wendong asked directly: "What is the sales volume of Oriental Daily in the past two days?"
"Yesterday, it exceeded 13,000 copies." Qin Zhiye said with a smile: "From the data point of view, sales dropped to normal levels from the next day, and have been rising since then;
Judging from the feedback from our internal buyers, most buyers are very satisfied with the content of our newspapers and are happy to buy them again next time;
There is a problem. Most of the current newsstands They are all in economically developed places on Hong Kong Island or the Kowloon Peninsula, but the places where we have the most potential customers are in non-core economic areas. "
"You are right. Yang Wendong nodded: "Although the financial capabilities of people outside the prosperous areas of Hong Kong Island or Kowloon are not very good, the past two years have been much better than five years ago. Some of these people can afford to spend." "
Qin Zhiye added: "So I think if there can be more newsstands in places like Hong Kong, it will be good for the sales of our newspapers. "
"You mean we invest in the newsstand ourselves? "Yang Wendong asked.
"I'm afraid this won't work." Qin Zhiye shook his head and said, "Although there is no law in this area in Hong Kong, several major newspapers in Hong Kong have not taken the initiative to control it. It is said that in the 1930s, many newspapers used hei gangs to monopolize newsstands. The forces fought fiercely.
Later, the Hong Kong government coordinated and reached an unknown agreement. They no longer participated in the construction of the kiosks. The Hong Kong government also used the distribution of the kiosks for social relief.”
“It turns out. There are stories like this." Yang Wendong also thinks it makes sense.
Normally, when a large newspaper office develops to a certain level, it is impossible not to control the newsstand. This is inevitable for the development of capital.
Just like Changxing Industrial, when the scale of the industry becomes large, it will develop front-end production of some raw materials. It is more difficult to develop back-end channels, but it can also be achieved by investing in future supermarkets such as Wal-Mart.
Qin Zhiye said: "The Hong Kong government's license only issues private licenses to local people, and the conditions are relatively harsh. It is not cost-effective for us to participate personally;
However, if we find some people who meet the requirements of the Hong Kong government, we encourage They apply for a license, and if they succeed, they will not only cooperate with us, but it will definitely be beneficial to Oriental Daily's sales in these places."
"In that case, we can lend them money at normal interest rates. Yang Wendong naturally agreed: "In the future, their newsstands will give priority to promoting our newspapers."
Although it is not a direct investment, this can be regarded as an expansion of media channels.
"Okay." Qin Zhiye agreed happily, and then said: "By the way, Yang Sheng, our previous newspaper had an advertisement for the Maritime Academy. During this period, our newspaper office has received a lot of advertisements. There are fewer consultation calls in this area, and it seems that the effect is quite good.”
"Maritime Academy?" Yang Wendong nodded and said, "Okay, I know. Just in time, the academy has been completed. I want to go and have a look."
The next day, Yang Wendong came early in the morning Arrive at the Maritime Academy in Drunken Bay.
"Yang Sheng, you are here so early."
As soon as he got off the bus, Yang Wendong saw Bao Yugang walking from the school gate.
Yang Wendong also smiled and said: "I have made an appointment, so of course I have to be on time. Did Bao Sheng come earlier?"
"It's not that early, maybe ten minutes early." Bao Yugang said, "The Maritime Academy is about to open, and I'm a little too excited to sleep."
Yang Wendong nodded and said: "Sheng Bao, of course we should pay attention to our career, but we shouldn't have it affect our own lives too much."
"Haha, I know that too, but sometimes I can't control my mood." Bao Tamaki said with a smile.
"Sheng Bao, please come in." Yang Wendong didn't say much, just mention this kind of thing.
Many people regard work as the most important thing, and the boss doesn’t care, but many people are the same, and only after they are laid off do they realize how funny they used to be.
"Okay." Bao Yugang said with a smile: "Let's go together."
Then the two entered the academy together. At this moment, there were almost a hundred people in an open field, divided into four square teams. Stand outside.
"Is this considered military training?" Yang Wendong asked curiously.
Although he invested in the Maritime Academy, the management of this area is still in charge of Bao Yugang. This is his proposal after all, and with his success in his previous life, Yang Wendong will naturally not compete with him for this kind of thing. Management of the College.
PS: Please give me a monthly pass
(End of this chapter)