Indulge in Life in America

Mark Thomson was secretly happy, his little abacus started, and slowly forgot the tension, and began to talk endlessly, "Thanks to the large-scale drainage of the Toutiao app, the pure digital subscribers of the New York Times maintain monthly The number of 50,000 continues to grow, and now it has reached a total of 1.13 million users.

The fly in the ointment is that the New York Times still had an overall net loss in the last quarter of 2015. "

Speaking of this, Thomson couldn’t help but glanced at Yang Cheng’s expression. Seeing that the big boss didn’t frown or expressed dissatisfaction, he felt relieved and continued, “Total revenue fell by about 3% year-on-year; total advertising revenue fell by 12% year-on-year. Print ads fell 14%, digital ads fell 7%; print daily newspaper circulation fell 6% year-on-year, and Sunday editions fell 4%.

In addition, according to Mr. Eddie’s layoff plan, there are currently about 80 employees, most of whom are editors and editors, who have been resigned by way of buyout;

However, this is not evidence of the failure of the digital version. The loss is only temporary. There are many reasons, such as the overall economic downturn and the reduction of advertising volume by advertisers.

But I am confident that as long as the number of users keeps growing, it will be a matter of time before the loss becomes profitable, and I have set a goal for everyone within the newspaper. In 2020, the digital edition revenue will reach 800 million US dollars, including digital advertising revenue. It accounts for about 50%, which is US$400 million, and digital subscription revenue is US$400 million. "

Yang Cheng suddenly raised his hand to interrupt Thomson, resting his elbow on the table, and said with a cold face, "According to what you said, if you want to achieve this goal, you need at least 180- if the subscription price remains the same. 2 million pure subscribers, and they must fully subscribe. In other words, these 2 million users will have to pay $25 a month to achieve your goal. Do you think that in the current era of FMCG, someone will be willing to pay $300 a year, read everything?

Or do you think there are 2 million middle-class groups in the United States today who are willing to pay for the New York Times?

Don’t think that I don’t pay attention to newspapers and I don’t know anything. Now, more subscribers will only choose 2-3 interesting sections to subscribe. The monthly cost is only about $6, and there are less than three full subscription users. One part, so you are confident that within 5 years, the number of full subscription users will be more than 8 times? "

Yang Cheng’s question caused Thomson, who had just dampened, to sweat again.

"This, that..." After hesitated for a long time, he couldn't even say his words completely. Yang Cheng couldn't help but feel a little disappointed. His CEO used some numbers to deceive laymen to deceive himself, so as not to let him down.

Eddie sees Yang Cheng's slowly darkening face, and the secret is bad. Compared with Thomson and Barquette, he undoubtedly knows Yang Cheng better. He is not afraid of Yang Cheng scolding or Yang Cheng not speaking. It is already the summary of his staff. After coming out of experience, once Yang Cheng didn't say a word, it meant that some people were going to suffer.

Obviously the person who is going to suffer at this time is Mark Thomson.

In order to save the life of his colleagues, Eddie bit his scalp and said to the rescue, "Boss, you may have missed some important information."

Mark Thomson quickly cast a grateful look, but Eddie turned a blind eye. At this time, making small moves under Yang Cheng's eyelids, isn't it looking for death?

Self-consciously said, “A considerable part of these subscribers today are attracted by the preferential measures launched by the New York Times. At the beginning, in order to promote the digital version of the New York Times, it was provided to American students, faculty and staff. Subscription discount policy.

The weekly "New York Times" digital subscription fee for students is $1 per week. As long as you are a student, you can always enjoy this policy. As for the faculty and staff, it only costs $5 for the first 12 weeks, which is even cheaper than the student price. It costs $1.88 per week.

In addition, the "New York Times" has other promotional policies. Although the actions are somewhat radical, the effect is very good. These students and faculty members will recommend to their families when they return home, thereby attracting more users to subscribe. This is also a propaganda strategy. "

What Eddie said was that Mark Thomson did not fool Yang Cheng with false data.

Yang Cheng also heard Eddie's intentions, and decided to give Thomson another chance, "Tell me what specific measures you have. I mean the way to increase subscriptions."

Mark Thomson became excited and immediately said, "I am going to re-adjust the structure according to the needs of the digital sector, and set up an'audience development group', a'news department data analysis group' and a'news department strategy group'.

We must fully implement the new media strategy in the next five years. . . "

Yang Cheng waved his hand impatiently, "Don't say these useless, just say something specific."

"It's the boss. We must focus on the continuation of our own characteristics on the new digital platform, first of all with brand awareness.

No matter what client or branch product it is, mainstream American media such as The Wall Street Journal and CNN have logo colors and fonts that can be recognized at a glance.

The New York Times should do the same. Today, our digital subscriptions are divided into many sub-categories. As readers choose, the media also obtains segmented user data.

For example, by subscribing to today’s newsletter or installing the "NYTNow" client, we will edit the news topic into a graphic summary and push it to users, and the summary will embed various links to guide the news topic from all angles of reporting or retrospective , Through new channels and new platforms, the capacity and breadth of news has increased, and content distribution has become more precise and personalized.

The change we want to make is ~www.wuxiaspot.com~ to make the text, pictures, and layout more refreshing and easy to read. The most important thing is to increase the recognition and memory points. This should be learned like the headline app. "

Unknowingly, he did a flattering, and didn't know that it didn't work. Thomson had to follow his thoughts and continued, "The second is to make full use of our own advantages.

For example, CNN is mainly based on TV channels. Therefore, on the new media platform, almost every report on it is a combination of title-video-text. Most of these videos are shared with TV station material.

The digital version of The New York Times still uses a layout similar to the front page of a newspaper, which looks a little conservative or even obstinate, and it is the same whether it is on the pad or on the web. This layout is the same as traditional newspapers and can be embedded in editors. The "judgment" and "viewpoint" of the page are just a different place to present the language, which is not new to old people, but for young people, it may be difficult to accept. This is also our investigation Later, the results obtained after analysis.

This is also part of what we must make innovative reforms! "

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