Rebirth of the Almighty Internet Celebrity

Chapter 401 Brilliant Moment

Chapter 401 Brilliant Moment

Running a newspaper has its own rules.

Specific to the profitability of a newspaper, there are rules to follow.

Like this "sub-newspaper" invested and established by the newspaper, its main source of income is locked in "advertising income" in advance.

Don't expect to make money by "selling newspapers".

Yes!Such a "sub-newsletter" will eventually occupy the "subscription" market of local ordinary citizens and sell more than 30 copies, no problem at all.

However, "Zi Bao" has long drawn up the so-called "thick newspaper strategy", that is to say, when there are additional advertisements, the "Zi Bao" published every day can even be as thick as more than 100 pages.

Such a thick stack of "newspapers" only sells for 5 cents a piece according to the original price-is it possible to make money from the "sales" of newspapers?

Each newspaper sells for 5 cents. To be honest, it is really not enough to print "thick newspapers".Of course, if the stack of "advertising pages" is not added, the price of 5 cents is barely enough for the cost of the "32 fixed pages".

However, after the implementation of the "heavy reporting strategy", it is possible to obtain considerable advertising fees.Advertisers are not stupid, they are willing to place advertisements in your newspaper because hundreds of thousands of citizens spontaneously "subscribe" to your newspaper.

Otherwise, merchants’ “advertising money” will not be so easy to earn.

This is all cause and effect, and it cannot be sloppy at all.

Therefore, even if the number of subscriptions of the "Zibao" stabilizes after 35 copies (this stability, of course, does not mean that the daily "prints" are constant. It just means that the daily prints are about 33 to 37. The range of time between "changes"), the newspaper also gradually raised the price twice.The first price increase, from the "retail price" of 1 cents to 5 cents.The second price increase was raised from 7 cents to 2 cents.

Then, the pricing of each "sub-newspaper" at 9 cents has remained stable for many years.

Even if the price rises to 9 cents per "sub-newspaper", as the "sub-newsletters" are getting thicker and thicker, this price can only barely prevent the newspaper from "losing money" after printing.It is still unrealistic to expect newspapers to make money just by "sales".

It still depends on the amount of advertisements placed in the "sub-newspaper".

Therefore, even if the "sub-newsletter" is getting "thicker" and has "losses" in terms of "printing" costs, people with a discerning eye still hope that it will be as thick as possible.

The thicker it is, the more advertisements are published in the "sub-newspaper".Because this increased "layout" is actually used to print "advertisements".

From the original "property advertisements", to all kinds of accessories, beverages, cars... miscellaneous, advertisements from all walks of life, because they are optimistic about the influence of this "sub-newsletter" among the ordinary citizens, they have stepped on their feet one after another. Come.

"Zi Bao" has finally entered a period of good earnings.

There is no need to "beg grandpa or sue grandma" like "this newspaper" to get ads by itself (the worst thing is that it still can't get many orders).After this "sub-newspaper" became popular, advertisers almost spontaneously came to him to place advertisements.

How uncomfortable!

Because of the sharp increase in the amount of advertisements, the staff of the entire "sub-newspaper" suddenly became full of energy.In terms of advertising alone, although there are quite a lot of "spontaneously published" advertisements, the "sub-news" is still not too troublesome, and is working hard to plan a new channel to increase advertising.

Is there really no way to increase the number of advertisements on your own and artificially?That’s not necessarily the case!

After repeated discussions with a group of "think tanks" in the "Zi Bao", Zhong Ren decided to contract out the "middle seam" of the half-folded "Zi Bao" to publish advertisements.

To be honest, advertising on the "middle seam" position, commonly known as "middle seam advertisement", does not seem to be able to attract merchants to advertise? !

But Zhong Ren and his "think tank" think this way: Although the location of the "centre advertisement" is not good, what it locked at the beginning was the advertisements of some ordinary citizens.

That is to say, this "middle slot advertisement" can publish at least a dozen short advertisements in each "middle slot", and each advertisement will charge about 100 yuan.

Such a short and concise advertisement is suitable for small citizens to publish small advertisements such as "lost ID card" and "lost driver's license".Advertisements such as houses for rent or for sale can also be published.Each advertisement for this house rental should occupy 2 to 3 positions of the "lost advertisement". Therefore, the advertising fee for one advertisement is 200 to 300 yuan.But publishing this kind of advertisement is for greater profits, and it is estimated that some people should be willing to publish it.

In short, such a small amount of 100 to several hundred is quite cumbersome to collect.Human costs will also increase.But in any case, once the implementation is continued, so many "central advertisements" can earn a lot of money throughout the year.After deducting the "labor cost", the "net profit" is also extremely impressive.

In short, in order to increase the income of the "zibao", Zhong Ren did not hesitate to use any tricks.

In particular, he is prepared with both hands. If he can contract out the "advertisement in the middle seam" of this "sub-news" through "auction", it will save trouble and worry. fee".The annual labor cost can be directly saved.

Therefore, the contracting fee for "contracting middle seam advertising" given by Zhong Ren is at the "price" of 1000 million per year.

If no one is willing to contract for this price, Zhong Ren will organize another manpower, and the "sub-news" will organize the production, layout, and publication of the "middle advertisement".In this way, "small advertising fees" are collected one by one, and there is a high probability that the "advertising fees" received in the end will exceed the contract fee of 1000 million.

It is estimated that it will exceed the standard amount of 1000 million by hundreds of thousands.But it is also possible, perhaps hundreds of thousands of dollars away from the "standard" of 1000 million.Both scenarios are possible.

Therefore, it is possible to directly contract out the "middle seam advertisement", which saves trouble, labor and worry, and Zhong Ren is willing.

What is the result?

He really found a team that was willing to "test the water" and contract the "middle advertising".The team also adopted a joint venture to contract the "middle advertisement" of this "sub-newspaper".Therefore, the final quotation they gave after deliberation was to use 800 million yuan to "contract" the "middle seam advertisement" of the Contemporary Life Evening News.

If the newspaper office is unwilling, then they can't afford to "contract" and have to withdraw.

After careful consideration, Zhong Ren finally agreed to the 800 million "contracting fee" amount.But there is a requirement - it must be paid immediately and in one go.

The other team also has great confidence in the revenue of "sub-newsletter" from "intermediate advertising".Although they pooled their money together, they still happily paid the entire year's "contracting fee" at once.

As a result, the "sub-newspaper" made a net profit of 800 million yuan just from the "contracting fee" for such "intermediate advertising".

This is truly a "net profit" gain.There is no need for additional labor costs or "printing costs" for "sub-newspapers".It is the "contracting fee" charged directly.

Don't underestimate the "contracting fee" of more than 800 million.Just like the "newspaper" of a newspaper office, after a full year of calculations, its various incomes may not be "received" at 800 million.

It can be said that when the "sub-newspaper" really makes money, the income from "advertising in the middle" alone is worth one piece of "this newspaper's" annual income.

After the establishment of "Zi Bao" has entered the profit period, it is really like bringing back a "golden egg hen".

Although it takes more than a year to hatch such a "golden egg hen".And in that one year or so, the investment was not small, but as long as the "sub-newspaper" made a profit, the contracting fee for the "central advertising" alone would be enough for the newspaper office to repay the bank loan.

For early repayment, the 800 million "contracting fee" is enough to repay the bank.After all, it only invested more than 1000 million yuan to start the "sub-newspaper" with "all the power of the newspaper".Among the more than 1000 million yuan, several million yuan are the "living money" of the newspaper office, and 800 million yuan are borrowed from the bank.

It can be seen that when the "financial resources" of the newspaper are weak, the so-called "power of the entire newspaper" can only barely raise more than 1 million.

This is not even enough for the "sub-newspaper" to make a year's profit from "intermediate advertising".

This "sub-newspaper" is really pleasing to the eye in the eyes of the old employees of the newspaper.Where is the previous "full resentment"?

The group of employees in the newspaper office are all pragmatists and utilitarians.They were panicked before, for fear that the newspaper would "close down" and affect their welfare.Now the "sub-newspapers" are booming, which directly increases the disposable income of the newspaper office.Under such circumstances, as old employees of the newspaper office, their various benefits will definitely increase by a large amount on the original basis.How could they not be overjoyed? !

For this reason, it is not surprising at all - the old employees of the newspaper used to scold how bad and dark the establishment of "Zi Bao" was, but now they will praise how wise and bright the establishment of "Zi Bao" is!

This 180-degree turn in attitude was considered "easy" by the old newspaper staff, without hesitation or embarrassment at all.It seems that they had "foresight" early in the morning and "foreseen" that "Zi Bao" would definitely have the glory it is today!

It's more like they, the "old employees", were pushing behind the scenes, prompting President Li and "Editor-in-Chief" Zhong Ren to make the decision to set up a sub-newspaper against all the opinions... In short, according to the words of these old employees, The implication is that this "sub-newspaper" was able to be founded and survive the most difficult period because of their veteran employees who "struggled to the end."

In short, the "brazenness and shamelessness" of the old employees can completely refresh the cognition of kind people.

But since ancient times, the idea of ​​"winner and loser" has been deeply rooted in the hearts of the people.It's not just newspaper employees who are so snobby.Even President Li and Zhong Ren, who are the parties involved, actually accept the above thoughts in their hearts.

If the "sub-newspaper" they advocated this time failed to bring considerable profits to the newspaper, it is estimated that they would not have anything to say to defend themselves.

Once they fail, they also have the awareness of losers.At that time, I can only admit cowardice.No matter how good the plan is, as long as it does not become a "reality", it is considered a failure.Of course, if you fail, you have to accept a series of "punishments" for failure-what's the point of being "sneered at" behind your back? !

The success of "Zibao" is unprecedented.

After "balanced income and expenditure", it only took less than half a year for "Zi Bao" to achieve the goal of 1 million "advertising revenue" that Zhong Ren planned to spend a year to achieve.

It can be said that the time spent by "Zibao" on balancing revenue and expenditure has far exceeded the planned time.And it achieved advertising revenue of over [-] million after that, but the time was much shorter than expected!

Comparing these two critical times, in fact, Zhong Ren is only a few months behind the original plan to achieve the goal of "over [-] million".

But according to the current "profit" speed of "Zibao", it feels like it has entered a "blowout" period. It may not take many months for the "big leap" in advertising revenue from 1 million to 2 million.

This is quite terrifying, so fast.

The success of "Contemporary Life Evening News" is a kind of "changing with each passing day".The employees in the newspaper office observed every step of its growth closely, and they could feel the speed of the growth of the "sub-newspaper", which was appalling.

It seems that making money has become an easy thing.You don’t need to work hard to advertise yourself, merchants will spontaneously come to you to advertise.

At the beginning, there were many "discounts", but now we don't even have to give this discount.In the past, you could use "kind objects" to offset "advertising fees", but now you basically don't need to use "kind objects" to offset them...

All these changes show the gradual strength of "Zi Bao".This "strength" actually indicates a change: "Contemporary Life Evening News" is gaining more and more status and influence.

Just because it has such a great influence, there are such huge benefits and returns in "putting" advertisements on its pages, and merchants don't need you to boast about it, and they will post advertisements spontaneously.

In the final analysis, businesses are all "profit-seeking".If you can bring huge returns to it and make a lot of money, the merchants will naturally be tempted.

Just as President Li "predicted" early on, the market for a newspaper belonging to ordinary citizens in this "second-tier city" where the newspaper is located is really blank.It was not until the appearance of "zibao" that this "blank" area was filled.

The direct result of this is that a newspaper like "Zibao" that was originally not favored by the newspaper staff has achieved "terrible achievements" that no one can even dream of.

If you want to use a popular saying, it seems to be the feeling of "the debut is the peak".

The advertising revenue has already exceeded 2 million, and the revenue trend is gradually increasing. It seems that the annual advertising revenue will reach [-] million by next year at the latest - what is this concept?At that time, the local newspaper industry was absolutely "unprecedented" in terms of revenue.

It is estimated that the "advertising revenue" of other local newspapers added together may not be able to match the advertising revenue of this "sub-newspaper".

It's not that other newspapers are "very bad", but that "zibao" has successfully occupied a "blank market".

(End of this chapter)