Analysis on the Advertisement of Zhengzhou Evening News

Before 1995, Zhengzhou Evening News, the organ newspaper of Zhengzhou Municipal Committee, was the overlord of Zhengzhou newspaper industry. Based on the positioning between the Party newspaper and the Life newspaper, the annual advertising revenue has reached nearly 1 100 million in a few years, and a tall building has sprung up. However, the good times did not last long. 1In August, 1995, Dahe Daily (formerly known as Dahe Culture Daily) entered the citizen newspaper market, adhered to the civilian orientation of running newspapers, and was good at public opinion supervision. The typical case is the "hit-and-run case in Zhang Jinzhu" which caused a sensation throughout the country. Its circulation has increased sharply, reaching nearly 800 thousand copies. Zhengzhou Evening News has been revised several times, but it has never recovered.

At the end of May, 2002, Zhengzhou Daily resumed publishing and assumed the function of a party newspaper. In view of the new revision of Zhengzhou Dahe Daily, Zhengzhou Evening News has become a metropolis daily with the first sunrise 156 edition and an average daily edition of 48. Judging from the local newspaper market in Zhengzhou, as soon as the new Zhengzhou Evening News was listed, Zhengzhou newspaper industry was pushed into the "thick newspaper era" with an aggressive attitude.

After two years' competition, Zhengzhou Evening News won with its avant-garde and eye-catching arrangement, large-capacity local news, international and sports news and colorful entertainment news. Advertising revenue once reached 80 million yuan, and it is planned to exceed 1 100 million yuan, ranking second in Zhengzhou newspaper market. The advantage of Zhengzhou Evening News is that more than 90% of the newspapers are distributed in Zhengzhou city. However, because its circulation in Zhengzhou's core business district can't compete with Dahe newspaper, local advertisements still can't compete with Dahe newspaper. Regarding the circulation, several newspapers in Zhengzhou have a high circulation for their own propaganda needs. For example, Dahe Daily claims to be "the world's top 100, with a circulation of one million". Today's newspaper said it was "founded three months ago, with a circulation of 400,000", and Zhengzhou Evening News said it was "a brand of 56 years, with a circulation of 560,000". However, when it comes to 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 in Nanjing sent a department manager to Zhengzhou to inspect the newspaper market for more than a month, because he wanted to hit the market in Henan. Through the investigation of advertising companies and printing houses, the circulation, distribution crowd and influence of newspapers are investigated in detail, and more detailed figures are also obtained. After comprehensive analysis, it is considered that the relative effective circulation of several newspapers in the provincial capital is about 650,000 copies of Dahe Daily, less than 250,000 copies of Zhengzhou Evening News and more than 200,000 copies of Dongfang Jinbao. Henan Business Daily is less than 200,000.

From this point of view, it is an indisputable fact that in Henan, Dahe newspaper ranks first in circulation and Zhengzhou Evening News ranks second. However, from the actual situation, the total circulation of Zhengzhou Metropolis Daily will not exceed 700,000, which is not high compared with other provincial capitals. The retail volume of Zhengzhou newspapers is also too small, less than 20% of the total circulation. At the same time, although Dahe Daily has an absolute advantage in the circulation of 300,000 copies in Zhengzhou, Dahe Daily does not occupy an overwhelming dominant position in the core business circle that advertisers value most.

As a laggard, Zhengzhou Evening News has both advantages and disadvantages. The advantage is that more than 90% of its newspapers are distributed in Zhengzhou; 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 Dahe Daily. If we can increase the circulation in this area, Zhengzhou Evening News will have the capital to compete with Dahe Daily in local advertising. And a retail promotion called "Spring Storm" has made the industry talk about it. 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 buys milk to contribute, and on Friday, it gives toy monkeys. I usually give scratch cards and scratch prizes. As a result, Zhengzhou Evening News is known as the largest newspaper in Zhengzhou, and its circulation is said to have increased by 654.38+10,000 copies over the previous year. Gong Zhenguo, executive editor of Zhengzhou Evening News, believes that the reasonable ratio of subscription and retail should be 6: 4, but now 90% of Zhengzhou Evening News is a subscriber, and the weak retail market will make its future position very embarrassing. 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, the effect of retail terminals does not seem obvious.

In view of its own past lessons and the refusal of Nanjing Headlines to publish newspapers, Zhengzhou Evening News made great efforts to cultivate its own "Headlines"-regional managers and set up distribution networks by setting up stalls in different districts. The newspaper manages 20 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 issuance and delivery of Zhengzhou Evening News.

However, we should also see that the print run, circulation and effective circulation of newspapers are three concepts. The 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 in 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 figures. For example, in its distribution strategy at the end of 2004, it obtained several copies of Zhengzhou Evening News when shopping in the mall reached a certain amount, which greatly reduced its effective circulation. Because the Lunar New Year is approaching, it is the peak shopping season, and some customers get as many as 10 copies of Zhengzhou Evening News next year when shopping, which is an improper operation of blindly pursuing circulation and ignoring effective circulation. Any media has a specific scope and goal. Coverage is an important index when making media strategy and choosing media. 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 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 has not only brought about the expansion of distribution space, but also brought about 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. From this point of view, the coverage of Zhengzhou Evening News should be relatively broad in theory, but due to its institutional constraints, 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 the affinity advantages of regional newspapers, the prospect of Zhengzhou Evening News will be very broad. However, compared with Dahe Daily, 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 have empathy. 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 effect of a media advertisement. 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 contact with advertising information, the higher the advertising arrival rate. However, due to the excessive advertising and arbitrariness of advertising media, the audience is tired of advertising and avoids advertising, which leads to 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 investigate its arrival rate, expected distribution volume and delivery volume. Zhengzhou Evening News has become the largest daily newspaper in Zhengzhou since 2005. Due to the disadvantage of its distribution team, the delivery of newspapers is somewhat unsatisfactory. As one of its subscribers, the author has been unable to deliver newspapers in time for two consecutive months, and the hotline programs of radio and other media always have viewers complaining that Zhengzhou Evening News has not been delivered, which has a great impact on the audience arrival rate of 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 some extent. The authority of the media has great influence on the advertising effect, that is, the "halo effect". Pay attention to people's cognition of media in the process of choosing media. Different media have different authority because of their different levels, different audiences, different nature and different communication contents. For example, compared with the advertisements of local TV stations, the authority of CCTV is more obvious 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 2002. Zhengzhou Evening News, as a regional metropolis newspaper in the provincial capital, has been taking the road of being close to the people and serving the citizens for several years in a row, which can be described as both rigid and flexible. It can not only be used as service and practical information that is useless to outsiders but has a great market among Zhengzhou citizens, but also be responsible for the media and serve the people. Therefore, Zhengzhou Evening News has great authority among some citizens and can be well recognized, which also laid 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 paper occupies a place in the low-end advertising market with its steadily increasing circulation and low advertising discount. The proportion of its advertisements is gradually increasing, often reaching more than 30%. It is rumored that Zhengzhou Evening News often has news to make way for advertisements, indicating 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 newspaper has firmly occupied the high-end advertising market, and the discount rate has always remained at 20%. Dahe Daily's advertising rate is much higher than that of rivals in the same city, usually staying above 40% and reaching 60% at the highest. In order to cope with the impact of the low-end market, Dahe Daily has also begun to strengthen information advertising. Through a series of measures, such as integrating columns, opening new columns, adjusting formats, opening new business outlets, and improving preferential rates, the annual increase of information advertising has reached 30%. This is a great 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's 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, and also partially stimulated real estate, automobiles, shopping malls and medical advertisements.

In 2004, the GDP of Zhengzhou reached 65.438+03.75 billion yuan, an increase of 654.38+05.5% over the previous year, and the per capita GDP was 654.38+095.42 yuan. The total retail sales of consumer goods in the whole society was 55.87 billion yuan, an increase of 16.4%, 5.4 percentage points higher than planned. The overall level of consumer prices 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 advertising effect of advertisers.

In addition, young people and college students are also a large audience of Zhengzhou Evening News, which is the main factor for the growth 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 entertaining news since its revision in 2002.

Citizens, young people and college students are also the main components of consumer groups in Zhengzhou, but 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.