Rebirth of the Almighty Internet Celebrity

Chapter 400 Xingshun
Let the other party place the advertisement first, and then see how the "advertising effect" is?
If it really can significantly increase house sales, big real estate companies will be willing to continue to advertise on your "sub-newspaper".

In short, Zhong Ren was also anxious and used all the methods he could think of.He also had a "premonition" that if the "sub-newspaper" continued to be in a state of loss, he would be the editor-in-chief of the "sub-newspaper" for at most two years and would "graduate".

While still in position, what "good tricks" or "bad tricks" does he dare not try? !
As Zhong Ren was the "Editor-in-Chief" of the "Zibao", he had to say that he was really "conscientious" and tried his best to make this newspaper a good one.

But in the first year of the establishment of "Zibao", the performance was really bad.

The most optimistic prediction before was that after "three months of losses", we can achieve a balance of payments... After that, we will enter the happy harvest season.

Who would have thought that this "balance of payments" process has lasted for a whole year, and it is still losing money.

This has created a phenomenon: the investment of the newspaper office is "spending money like running water".In other words, the newspaper office has been bearing the losses of the "sub-newspapers" throughout the year.

The "sub-newspaper" itself is not profitable. The losses it incurred that year were all "paid" by the newspaper company.

No wonder the staff at the newspaper had big opinions.

All kinds of "black" history of President Li have been searched, and then it is the turn of "Zhong Ren".Zhong Ren has not been in the newspaper office for too long, and before that, he had served as a "deputy" in the department, not a person with great power, so he had few "materials" at the newspaper office stage.Therefore, the employees of the newspaper carried forward the professional habits of journalists and bravely dug up the "materials" of Zhong Ren's ten years at the "basic level".

In short, the guys at these newspapers are a little idle, focusing on the business of editing newspapers. What they are most interested in is "arranging" the two "culprits", President Li and Zhong Ren.

In such an atmosphere, Zhong Ren struggled to support himself, thinking about "turning losses into profits".

Zhong Ren did not hesitate to adopt any successful experience that could be thought of and "learned" from other newspapers of the same type.

In this way, after a year and three months of struggling, relying on some big local real estate developers as "repeat customers" and placing advertisements in the "Contemporary Metropolitan Evening News", this "sub-newspaper" actually began to "receive" barely Maintain "balance".

This is really a historic stage.

First of all, it is necessary to "balance the revenue and expenditure" so that the newspaper no longer loses money, so that Zhong Ren's position as editor-in-chief of the "sub-newspaper" can be "secured."Otherwise, you may be "replaced on the spot" at any time.

President Li is considered courageous enough. Even after losing money for 15 consecutive months, he still gave Zhong Ren maximum support. This is not something ordinary people can do.

In addition, this type of newspaper has indeed found the right "road" to develop the market of small citizens.

After a year of precipitation, the number of "subscriptions" to this "sub-newsletter" spontaneously by ordinary citizens has increased month by month.

It is precisely because of this basic premise that large local real estate companies, or "big real estate companies" that have "settled" in the city from other places, have tried to put real estate advertisements in this "Contemporary City Evening News" and actually " The sales of "real estate" commercial housing have played a significant role in promoting.

In this way, they continue to advertise on the "sub-newspapers" and become more motivated to act as "repeat customers".Sincerely, we are actively and enthusiastically placing all kinds of advertisements.

First of all, relying on those "real estate" advertisements, the "sub-newspaper" gradually achieved a gratifying change in "balance of income and expenditure".

After achieving this critical step, the newspaper no longer needs to "lose money" to support the "sub-newspaper", and Zhong Ren can explore advertising sources for other "merchants".

As for the circulation of the "sub-newsletter", Zhong Ren was not too worried.After all, this is a piece of news that the "little citizens" like to read, the reporters of the "zibao" "collect and write" the news, and the "editors" specially select the "free contributions" that the "little citizens" like to read, and publish them .

Sometimes editors and reporters are not so busy, and they will "plan" some tricks to attract small citizens.For example, a special section of "citizen hotline" with "half page" or more is opened every day.

In such a "column", attractive topics are selected mainly from the "hotline calls" that reflect problems from "small citizens" and published.Then, the newspaper office came forward to contact the relevant departments to inquire about solutions to the concerns of the citizens.Sometimes if it cannot be resolved in a short time, the "sub-newspaper" will continue to "pay attention" and follow up the report.

In short, in order to run such a "hotline column", "Zibao" specially equipped three fixed phones for such a "column", which are used to answer "calls" from ordinary citizens.

Landlines, of course, are cheap.But that's not the point, the key is in the configuration of "personnel". Three telephones need to be equipped with three special "operators" who are responsible for wiring and recording the "demands" of the general public.

The monthly wages of these three additional staff members have to be paid a lot.So, it's not that we don't want to set up more "hotlines", but that the cost of personnel is really high.

This is only half a page of the "sub-newspaper" to one page of "hotline", which requires such a large amount of labor costs. The entire "sub-newspaper" publishes more than 36 pages every day, and the staffing configuration is still Where can I get less! ?

Therefore, if the "Zibao" does not achieve a "balance of payments" every day, it will "lose money" every day, and it is all real money.

Fortunately, from the very beginning, 3 copies of the "sub-newsletter" were printed every day. From the fourth month, the number of prints increased to 4, and then increased by 5 copies per month.

By the 15th month, the total number of printed copies of this "sub-newsletter" has approached 20 copies.

It is actually a bit higher than the apportioned "total number of issues" of "this newspaper".

And what is particularly encouraging is the number of prints of that "sub-newsletter", most of which are "subscribed" spontaneously by ordinary citizens.A small part is needed by advertisers to "distribute" and promote real estate.

In such a situation, the reason why the "sub-news" has achieved "balance of payments" lately is mainly because it implements the "strategy of heavy reporting".

That is to say, in addition to the 32 fixed pages every day, if there are advertisements, additional advertising pages will be added.

This "sub-newsletter" with Zhong Ren as the "chief editor", no matter how many advertisements it has every day, will not use the fixed 32 pages.Because, if the "original page" is directly used as soon as there is an advertisement like "this newspaper", then the real content of the newspaper that readers can see will be severely reduced.

Even if the page of "this newspaper" is "compressed" by advertisements, no one has any objections.After all, it is originally the vast majority of "public" subscriptions.

But this "sub-newspaper" is different. Ninety-nine percent of them are "subscribed" by ordinary citizens. You have compressed the content and layout that people like to read, and people think it is worthless. Who will want to "subscribe" to your newspaper in the future? !
Under the condition that the "32 fixed pages" are guaranteed not to "shrink", if there are advertisements, the pages will be increased to make the "sub-newsletter" look thicker and thicker. Small citizens spend the same money, but they can buy a thicker copy The newspaper feels more cost-effective.

Super affordable.

In this way, it can also stimulate the sales of "sub-news" from another angle.

However, newspapers are getting thicker and thicker, and the "retail pricing" is relatively low. Therefore, it is unrealistic to make a lot of money by printing newspapers because of the large circulation.

The key point still depends on the advertising revenue of the "sub-newspaper".

Such a "Contemporary Metropolitan Evening News", the "profit" breakthrough in the city where it is located, turned out to be an advertisement for "real estate projects".This seemingly accidental phenomenon actually carries some kind of "inevitability".

Because the "second-tier city" where the newspaper is located has a relatively special economic situation.

In this city, neither the industry nor the service industry can be called developed.Its salary level is not much higher.The "backbone" that maintains the economic development of the entire city actually lies in the real estate industry.

In such a second-tier city, there are countless real estate projects springing up like bamboo shoots after a rain.It can be said that a city without any decent industry and its service industry is lagging behind can only rely on "real estate" to boost GDP.

Especially in the "second-tier city" where the newspaper is located, the real estate is particularly developed, accounting for almost [-]% of the city's total economic output.Call it a "deformed" economy, but driven by the "real estate" industry, the city's economic "growth rate" is really not slow.

With such a huge number of "property buildings" in the city, if there is a local newspaper that is deeply loved by local citizens, then the amount of advertisements for these "property buildings" on your "sub-newspaper" is an astonishing number.

Now only a small part of the "property advertisements" are placed on the "sub-news", and it can actually make the "sub-news" "balance the income and expenditure".This is an unexpected surprise for "Zhong Ren" and even President Li.

With the "breakthrough", the road will go smoother and smoother.And it is clear that the advertisement of the real estate can be actively fought for, which is also a useful experience.

"Contemporary Metropolis Evening News" has specially opened up five fixed-page "property market through train" pages.

The fixed "property market pages" of the "sub-newsletter" are of course very different from the real estate promotions that specialize in advertising.

Those "real estate" advertisements directly brag about how good the houses in a certain real estate are, and what kind of promotions they have.However, the "real estate market direct train" developed by this "sub-newspaper" does not have such content at all.

These fixed layouts of the real estate market have one of the most basic things, which is to look at the real estate market from the perspective of citizens.

In other words, for the decoration of commercial housing, there are various matters that should be paid attention to.There are various easy mistakes to make when it comes to decorating.There are also various topics related to decorative building materials... These are all writers who need to talk about their "emotions, sorrows, sorrows and joys" in the process of decorating a new house from the perspective of "persons who have experienced it".

Also, there are various problems that are easy to encounter when buying commercial housing.Even the topic of "deed tax" of a real estate can be discussed in depth!

In short, contributions on "commercial housing" should be edited from the perspective of small citizens' concerns, and only the best ones should be published.

Such an idea of ​​editing the "real estate through train" page is the most popular among ordinary citizens.

When necessary, Editor-in-Chief Zhong Renzhong also "instructed" his reporters to specially select some news about real estate disputes that occurred in big cities in other provinces for in-depth reporting.

Or, for some well-known "real estates" in big cities in other provinces, big news such as safety accidents or building quality problems have actually broken out. Your "sub-newspaper" can also conduct "hot spots" Follow up report!
In short, this is tantamount to writing a series of articles exposing the fraud.In writing these articles, risks and opportunities coexist.The so-called "risk" is that the big companies you "revealed.In addition, the newspaper office must bear the tremendous pressure brought to you by the other party through various means...

The above is the side with huge "risk".The so-called "opportunity" is that these "revealing and disadvantages" articles are the most popular among ordinary citizens.Especially when the issues exposed involve the "own rights" of ordinary citizens, the attention will be particularly high.

In short, the development of such articles is conducive to expanding the influence of newspapers and increasing the "stickiness" of newspapers to ordinary citizens.Of course, the premise is to grasp the "degree".

It’s too late.

It is such an "unbreakable" truth.

For Zhong Ren, he has his own set of "principles and standards" to grasp.His standard (which can also be regarded as the "degree" he grasps) is actually very simple and clear.

That is, it is okay to "expose abuses", but such articles written by reporters from "sub-newspapers" cannot focus on similar local incidents.It can only focus on such news happening in other places.

This is not Zhong Ren's "defense", but writing "exposing the disadvantages" of such local enterprises. The relationship that can be affected by the other party is basically "intertwined" in the local area.Maybe, the other party's guanxi.net and your newspaper's "guanxi.net" have a high degree of overlap.

Once this is the case, and the supporting force behind the newspaper is not satisfied with your way of reporting news, then you will become more and more "passive".

In short, without the strong support of some local "powerful people" for the work of the newspaper, it will be difficult for the newspaper to realize many of its advantages.

It's a bit of a loss.

Therefore, Zhong Ren also took care not to "step on thunder".And the best trick is not to publish major news events that involve local negative information.

After grasping the "speed" mentioned above, Zhong Ren doesn't have to worry too much.

President Li really appreciates Zhong Ren's way of running a newspaper that knows how to respond flexibly and boldly find "selling points".

Under the guidance of Zhong Ren's above-mentioned "running newspaper" method, the "sub-newspaper" gradually "balanced its income and expenditure".

In the next step, "Contemporary City Evening News" will also make steady progress towards a good situation of high profits and high returns.

(End of this chapter)