Advertisement Analysis of Zhengzhou Evening News

Before 1995, Zhengzhou Evening News, the official newspaper of Zhengzhou Municipal Committee, dominated the newspaper industry in Zhengzhou. Based on the positioning between the Party newspaper and Life Daily, it achieved an annual advertising revenue of nearly 1 million in a few years, and a high-rise building sprang up. However, the good times did not last long. In August 1995, Dahe Daily (formerly known as Dahe Culture Daily) broke into the citizen newspaper market, adhered to the direction of civilian newspaper running, and was good at supervision by public opinion. The typical case was the "Zhang Jinzhu hit-and-run case", which caused a sensation throughout the country. Its circulation soared to nearly 8, copies. Although Zhengzhou Evening News was revised several times, it never recovered.

At the end of May, 22, Zhengzhou Daily resumed publishing and assumed the function of a party newspaper. Zhengzhou Evening News was transformed into a metropolis newspaper in view of Dahe Daily's market in Zhengzhou, and it came out with 156 editions on the first day, with an average of 48 editions per day. Judging from the local newspaper market in Zhengzhou, at that time, as soon as the new Zhengzhou Evening News appeared on the market, Zhengzhou newspaper industry was pushed into the "thick newspaper era" with an aggressive attitude.

After two years of competition, Zhengzhou Evening News won by relying on avant-garde and eye-catching layout, large-capacity local news, international and sports news, and colorful entertainment news. Its advertising revenue once reached 8 million yuan, and it is planned to exceed 1 million yuan, and it has already ranked second in Zhengzhou newspaper market. The advantage of Zhengzhou Evening News is that more than 9% of the newspapers are distributed in Zhengzhou City. However, because its circulation in Zhengzhou's core business district can't compete with Dahe Daily, the local advertisements still can't compete with Dahe Daily. Regarding the circulation, several newspapers in Zhengzhou generally have high circulation for their own propaganda needs. For example, Dahe newspaper claims to be "the top 1 in the world, with a circulation of one million". Today's newspaper said that it was "founded for three months, with a circulation of 4,", and Zhengzhou Evening News said that it was "a brand of 56 years, with a circulation of 56,". However, when talking about the circulation of newspapers, the responsible comrades of several newspapers are interested in expanding the circulation and reducing the circulation of others.

A pharmaceutical company from Nanjing sent a department manager to inspect the newspaper market in Zhengzhou for more than a month, because it wanted to make a market in Henan. Through the investigation of advertising companies and printing houses, the circulation, distribution crowd and influence of newspapers were investigated in detail, and more detailed figures were also obtained. After comprehensive analysis, it is considered that the relative effective circulation of several newspapers in the provincial capital is about 65 thousand Dahe newspaper, less than 25 thousand Zhengzhou Evening News and more than 2 thousand Dongfang Jinbao. Henan Business Daily is less than 2,.

In this way, it is an indisputable fact that in Henan, the circulation of Dahe Daily is the first, and Zhengzhou Evening News is the second. However, according to the actual situation, the total circulation of urban newspapers in Zhengzhou will not exceed 7,, which is not high compared with other provincial capitals. The retail volume of Zhengzhou newspapers is also too small, less than 2% of the total circulation. At the same time, although Dahe Daily has an absolute advantage in the circulation of 3, copies in Zhengzhou, Dahe does not occupy an overwhelming dominant position in the core business district that advertisers value most.

As a laggard, Zhengzhou Evening News has both advantages and disadvantages. The advantage is that more than 9% of its newspapers are distributed in Zhengzhou city; However, in Jinshui District, the largest district in Zhengzhou, which is also the core business district, the coverage of Zhengzhou Evening News is not as good as that of Dahe Daily. If the circulation in this area can be increased, Zhengzhou Evening News will have the capital to compete with Dahe Daily in local advertising. And a retail promotion activity called "Spring Storm" made the industry talk in succession. In order to seize the retail market, Zhengzhou Evening News has been stationed in supermarkets, newsstands, commercial outlets and other public places. On Monday, it bought milk for submission, and on Friday, it gave toy monkeys a scratch card and a scratch prize. As a result, Zhengzhou Evening News is known as the largest newspaper in Zhengzhou, and its circulation is said to have increased by 1, copies over the previous year. Gong Zhenguo, the executive editor of Zhengzhou Evening News, thinks that the reasonable proportion of subscription and retail should be 6: 4, but now 9% of Zhengzhou Evening News is a subscriber, and the weak retail market will make its position very embarrassing in the future. Zhengzhou Evening News invested a lot of money in the "Spring Storm" in an attempt to seize the dominant position in the retail market. However, due to the weak distribution power, it seems that the effect of retail terminals is not obvious.

in view of its own lessons in the past and the refusal of Nanjing's "Headline" to publish newspapers, Zhengzhou Evening News has made great efforts to cultivate its own "Headline"-regional manager, and set up a distribution network by means of regional distribution. The newspaper manages 2 regional managers, who are responsible for developing new customers and supplementing newspapers in their respective jurisdictions. This has played a positive role in the subsequent distribution and delivery of Zhengzhou Evening News.

However, it should also be noted that the printing volume, circulation and effective circulation of newspapers are three concepts. Printing quantity refers to the quantity when the printing plant is turned on. Some printed newspapers enter the hands of subscribers, and some are sold at newsstands, which will fluctuate due to weather and other reasons. Some were sent to the waste collection station just after leaving the factory. Circulation refers to the total amount sent. Effective circulation refers to the amount that really reaches readers. Some newspapers are printed in large quantities and sent through various channels, but they have not achieved the reading effect they should have. Due to various reasons, the effective circulation of Zhengzhou Evening News is far from the published figure. For example, in its distribution strategy carried out at the end of 24, shopping malls can get several copies of Zhengzhou Evening News when they buy a certain amount, which greatly reduces its effective circulation, because it was near the Lunar New Year, which was the peak shopping season, and some customers were given as many as 1 copies of Zhengzhou Evening News next year at once when shopping, which was an improper operation of blindly pursuing circulation and ignoring effective circulation. Any media has a specific scope and target. Coverage domain is an important index when making media strategy and choosing media concretely. Only when the coverage area of the media basically covers the area where the target consumer is located or completely coincides with the area where the target consumer is located, the selection of the media is the most appropriate. But at the same time, it should be clear that some audiences in the media can't be advertisers' customers. Therefore, the advertising target of the media should pay attention to the accuracy of the targeted appeal target.

Zhengzhou, the provincial capital, has a population of about 6 million, and the urban population is more than 3 million. In recent years, Zhengdong New District has developed rapidly, and the speed of urban expansion has obviously accelerated. This not only brings the expansion of distribution space, but also brings the continuous growth of advertising volume. Zhengzhou Evening News, as a regional metropolis newspaper, of course, its audience is mainly Zhengzhou citizens, and it also covers some residents of counties (cities) under the jurisdiction of Zhengzhou. In this way, the coverage of Zhengzhou Evening News should be relatively broad in theory, but due to the constraints of its system problems, the weak distribution of Zhengzhou Evening News has greatly affected its actual coverage. If Zhengzhou Evening News can get out of the embarrassment of publishing, relying on the administrative resources of the municipal party committee and municipal government and the affinity advantages of regional newspapers, Zhengzhou Evening News will have broad prospects. However, compared with Dahe Daily, the readers are relatively young and fragile, and their loyalty is not enough. Once a newspaper with higher cost performance appears, its young readers are more likely to empathize with others. In the future, the newspaper is at a crossroads, and its actual effective coverage is full of variables. Arrival rate is one of the important indicators to measure the advertising effect of a media. It refers to the percentage of people who receive advertising information after advertising information dissemination activities in a certain market to the total number of specific consumer groups. When the total number of consumers is fixed, the more people are exposed to advertising information, the higher the advertising arrival rate. However, due to excessive advertising and the randomness of advertisements in advertising media, the audience is bored with advertisements and avoids advertisements, resulting in a serious decline in the rate of advertising information reaching the audience. The arrival rate of traditional media has been greatly reduced.

For newspaper media, it is very important to examine their arrival rate, expected distribution and delivery. Zhengzhou Evening News has become the newspaper with the largest daily circulation in Zhengzhou city since 25. Due to the disadvantages of its distribution team, the delivery of the newspaper is somewhat unsatisfactory. As one of its subscribers, the author has been unable to deliver newspapers in time for two months in a row, and the hotline programs of other media such as radio always have audience complaints that Zhengzhou Evening News has not been delivered, which has a great impact on the audience arrival rate of advertisements placed by advertisers. Of course, Zhengzhou Evening News also found and corrected its own shortcomings in time. With the deepening of its distribution service, this problem has been basically solved, and the advertising arrival rate has been guaranteed to a certain extent. The authority of the media has great influence on the advertising effect, that is, the "halo effect". Attention should be paid to people's recognition of media in the process of choosing media. Different media have different authority because of their different levels, audience groups, nature and communication contents. For example, compared with the advertisements of local TV stations, CCTV has more obvious authority than the latter. The same is true of radio and newspapers.

Zhengzhou Evening News has been carrying the slogan of "building Zhengzhou with newsprint" since it was revised in 22. As a regional metropolis newspaper in the provincial capital city, Zhengzhou Evening News has been following the road of being close to the people and serving the citizens for several years in a row, which can be described as a combination of softness and rigidity. It can not only serve as useful information for outsiders but also serve the people in Zhengzhou. Therefore, Zhengzhou Evening News has great authority among some citizens and can be well recognized, which also lays the foundation for the expansion of its advertising share. After the revision of Zhengzhou Evening News, it attaches great importance to classified information advertisements and services for small and medium-sized enterprises, and regards such advertisements as the core competitiveness of evening newspaper advertisements. Evening newspaper has occupied a place in the low-end advertising market with its steadily rising circulation and low advertising discount. The proportion of its advertisements is also gradually increasing, and it can often reach more than 3%. It is rumored that Zhengzhou Evening News often has news to make way for advertisements, which shows that with the expansion of circulation, the amount of advertisements has increased, and the proportion of advertisements has also increased.

But the fact is that Dahe Daily has firmly occupied the high-end advertising market, and the discount rate has always remained at 2%. The advertising rate of Dahe Daily is much higher than that of its rivals in the same city, usually staying above 4%, reaching 6% at the highest. In order to cope with the impact of the low-end market, Dahe Daily also began to strengthen information advertisements, and through a series of measures such as integrating columns, opening new columns, formatting and adjusting, opening new business outlets, and increasing preferential rates, the annual increase of information advertisements reached 3%. This is a big shock to Zhengzhou Evening News. Because the brand effect of Zhengzhou Evening News is far less than that of Dahe Daily in the same city. The audience of Zhengzhou Evening News is mainly concentrated in Zhengzhou city. Like most central and western provinces, Zhengzhou is the absolute economic center of Henan. In addition, Zhengzhou happens to be in the geographical center of Henan Province. With the rapid development of Henan transportation network, the driving distance from Zhengzhou to most counties and cities is less than 2 hours, forming a city circle centered on Zhengzhou. The coincidence of economic center and geographical center has attracted a large number of large-scale consumption from other places, which has also partially boosted real estate, automobiles, shopping malls and medical advertisements.

in p>24, Zhengzhou's GDP reached 137.5 billion yuan, an increase of 15.5% over the previous year, with a per capita GDP of 19,542 yuan. The total retail sales of consumer goods in the whole society was 55.87 billion yuan, up by 16.4%, 5.4 percentage points higher than planned. The consumer price level rose by 5.5%. The improvement of GDP and consumption level will inevitably lead to the improvement of residents' purchasing power, which has a great influence on the effect of advertisers' advertising.

In addition, young people and college students are also a large audience group of Zhengzhou Evening News, which is the main factor for the increase of retail sales of Zhengzhou Evening News, because Zhengzhou Evening News has been attracting the attention of young people and college students with its stylistic, international and entertainment news since its revision in 22.

Citizens, youth and college students are also the main components of consumer groups in Zhengzhou city. However, due to the influence of the overall economic level of our province, the overall purchasing power of these groups is lower than that of developed provinces. What's more, Zhengzhou Evening News did not attract most of these audiences, and the advertising effect of Zhengzhou Evening News did not reach the maximum.