I. Introduction
Traditionally, DM (Direct Mail Advertising) is the abbreviation of direct mail advertising, which means that promotional materials are delivered directly to the final consumer by name. This new form of advertising originated from the United States has become the third largest advertising media in the West after television and newspapers. And DM magazine because of its strong targeting, delivery accuracy, information offensive fierce, free gift and other advantages, in recent years in China's rapid development, the use of marketing database and other data processing technology, and radio, television, newspapers and other traditional media have a very different style. The setting is centered around the development and service of the customer.
The characteristics of DM magazine:
1. Free distribution
DM direct mail magazine, it is different from traditional periodicals may be the advantage of its distribution method, free gift. This kind of distribution method in the operation of periodicals, in fact, carries another advantage, that is, your magazine can be no choice obstacles into the hands of readers. Because of the free giveaway, so you can plan the content or cover planning, do not have to spend the traditional magazine so much effort to think about how to do a show, to attract eyeballs to buy; DM bypassed this step, in the content operation, DM to be much simpler than the traditional periodicals featured in the requirements of much simpler.
2. Clearly targeted
DM magazines are different from other traditional advertising media, it can be targeted to select the target audience, targeted, reduce waste. It is the direct implementation of advertising and promotion of pre-selected objects. Customer recipients are prone to produce other traditional media incomparable sense of superiority, so that it is more independent attention to the products advertised. One-to-one direct delivery, can reduce the objective volatility of the information transfer process, so that the advertising customer effect to maximize.
3. Strong professional
DM magazine, the reader object is clear, the readership is relatively concentrated and stable, so the use of point-to-point directional distribution means more effective. This is also the characteristics of DM magazines, and does not pursue the absolute number of distribution, but the pursuit of the effectiveness of the distribution. For the more specialized industry journals, the general reader is also difficult to read, and it is unlikely and unnecessary to improve. Because industry magazines are also effective advertising, survival by industry value chain upstream and downstream suppliers of advertising, so the industry-specific readers and have a certain right to make purchasing decisions and the right to speak to the readers is often the most concerned about the customer, the other readers and then belong to the ineffective distribution. And now with the printing more and more beautiful, printing and distribution costs are often higher than the circulation revenue, and after reaching a certain circulation advertising does not grow with the circulation year-on-year, so many DM magazines also need to control the circulation, to find the best balance between advertising and distribution, so as to maximize the benefits.
4. Flexible advertising
DM direct mail magazine, the form and content of a high degree of unity, the reading rate increased, the reader is the recipient of commodity information, direct advertising in this form of rich media levels, play a role in guiding consumption, DM advertising currently accounts for nearly 1% of the market share of China's advertising market, compared with foreign countries, the growth of space is huge, in the advertisement has become the main source of income for the media today, the advertising hit rate of the media has become the main source of income for the media, the advertising hit rate of the media has become the main source of income, the advertisement has become the main source of income for the media today. Today, when advertising has become the main source of income for media, DM media with a very high advertising hit rate will have a great attraction to advertisers.
Three, industry management
With the prosperous development of the periodical industry, the profit model of periodicals will be transitioned from the distribution revenue (such as "Reader" and other popular culture periodicals) to advertising revenue (such as fashion periodicals, financial periodicals). This is the so-called advertising. In line with this, the proportion of advertising space in journals will become larger and larger, the design will become more and more exquisite, and the requirements of advertisers will be taken into account more and more from the content planning. From the advertising gradually derived from the thick publication, full-color development trend.
Unlike most traditional media, DM magazines win with quality, and the requirements are circulation rate, efficiency, attention rate and influence rate. Therefore, we must meet the needs of consumers in terms of content and comply with policy regulations. The information itself is the content, in the information explosion today, the screening of information is the key issue. DM magazine is not purely a collection of advertising brochures, on the contrary, it should look more like a high-grade service magazine.
DM magazine with her unique charm also attracted more and more people to join the DM magazine team. But for the DM magazine, but not everywhere gold, not successful is difficult. Because the possession of channel resources and investment in the size of the magazine is always the decision of the development of the two lifelines. The possession of channel resources affects the target audience precision, thus determining the effect of advertising, in turn, is the DM magazine revenue, our free distribution, to have accurate and accurate channels; the amount of pre-magazine investment is in the early stage of the media operation only investment and no income basis, because of a new magazine, to be recognized by advertisers need more than half a year of the market introduction period. This point as a new entrant we must be prepared, can be said that everything is difficult at the beginning of it!
The DM magazine business model is actually a database marketing model. Utilizing valuable data for accurate distribution. And from the advertising on there to get the benefits in return. Which the database establishment is the key. Depreciation requires us to have a group of dedicated channel development staff, in the distribution at the same time, must be accurate in the entry of audience information. Thus, we can build our database accurately, and become the basis of our profitability.
Four, DM magazine data (DM magazine "as an example)
Organized by the advertising agency's DM magazine "
has been out for five issues, "from small to large, from the clutter to the order, to the present gradually fixed their own style. Magazine columns set up clear day by day, many sections have tended to be fixed, and welcomed by readers, in addition to a large number of professionals to give contributions, greatly enriching the content of the magazine, enhance the magazine grade. It has become a brand media in the industry.
The following is an example of the characteristics of the industry DM magazine.
"DM" is a market segmentation DM magazine. He suits the needs of a more segmented readership. His circulation can not be used as the only criterion to evaluate the DM magazine. Assuming that a professional magazine issued 30,000 copies, if the target audience in the distribution area is only 30,000 people, although the DM magazine circulation is small in absolute terms, but in a relative sense, it is indeed a very influential DM magazine in this professional market segment.
1. "The" DM magazine put proportion:
2. The average advertising space per issue accounted for 70-80% of the total space
3. "The" magazine's circulation of more than 30,000 copies of each issue
4. More than 80% of readers have decision-making power for the enterprise managers and purchasing
5. Distribution characteristics and advantages
(1) The target audience is enterprises and institutions with purchasing needs, which is in line with the target audience of each manufacturer's market.
(2), nationwide dynamic distribution, wide coverage, advertising funds invested, value for money.
(3), the publicity cycle is moderate, fully catering to the needs of the customer advertising cumulative investment, the effect is outstanding.
(4), the content material by the manufacturer and the journal full-time editorial update more than 30% per issue, the user's access to high frequency.
(5), easy to save and query, advertising effect lasting.
6. Distribution area distribution:
Xingtai 60%, Handan 17%, Hengshui 15%, Chengde 3%, other 5%
"" as DM information media, has become the industry readers to find a franchise chain of necessary tools and information. Therefore, his advertisement not only attracts the attention of consumers, but also guides the direction of purchasers to buy.
In this period of the media industry, as media people, the foundation, meditation and precipitation, and seek long-term, orderly development should be our **** the same goal. We also look forward to contacting more industry colleagues and advertisers to explore the vast market space and create potential opportunities!
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Writing the beauty of the stone to fast!
Aikou Stone
Level: Bright Messenger
Points: 1752
Posts: 1028
Posted: 05-08-05 17:34 Edit Admin Quote 2nd Floor
DM Magazine: It's all about free
Editor's Note: Some time ago a direct mail magazine called Fortunes went out of business. A while ago a direct magazine called "Fortuna" closed down, and in the future, there may be a considerable part of the current operation of the DM magazine will lose access to the market. Because the State Administration for Industry and Commerce (SAIC) from the beginning of this year formally implemented the "Order No. 17" in the provisions of the DM magazine contractors to enhance the conditions for more than 1.5 million yuan of registered capital, at the same time, the establishment of enterprises must be more than three years. Some local industrial and commercial bureaus have already issued notices requiring DM magazines that obtained business licenses in 2004 to reapply for registration in March this year. In this issue, we comprehensively explain the operation and future development of DM magazines from the perspectives of experts, practitioners and journalists, in the hope of providing some ideas for China's DM market to come out from the rough business model.
In-depth analysis
Su Yuping, market director of HC International Media Research Center, said some days ago that DM magazines' advertisement share will grow more than 30% in 2005. But such a prediction with the introduction of new policies will make a lot of operators and investors joy no longer, so the industry turned its attention and began to re-examine the industry in the shock.
Born black?
But according to the author's observation, operating DM magazines in the business, but less than 1% of good profitability. It has been said that the unique landscape of DM magazines is that, on the one hand, there are always hot-blooded people rising up; on the other hand, there are constantly people falling down miserably.
In the eyes of many people, DM magazine operators holding legal business procedures, but it is difficult to get rid of the fate of the "born black": investors are worried about the policy risk of its avoidance; advertising agencies because of the same advertising enterprises so it is difficult to psychologically accept its advertising agency; industry associations or industry alliances have not been able to form for many years. The industry association or industry alliance cannot be formed for many years. Therefore, China's DM magazines are almost always on their own.
Invisible readers
Free direct mail - as the distribution of DM magazines once became its unique selling point, but the reality is that the direct mail out of the magazine before reaching the real readers has been a large number of loss: part of the janitor, secretaries, waiters, and other should not be taken away from the people; There are also in the unwilling to cooperate with the community property and other intermediate links stranded up; and has even found that some people specializing in searching for such magazines to sell scrap ...... because DM magazines are free.
To address the issue of DM magazines, a distribution control method called real-name database of readers has a certain degree of efficacy and is also highly respected. A Beijing-based DM magazine called Exquisite once argued, "The database is God and soul."
Database marketing has a long history in foreign countries, and its greatest value lies in sifting out the **** same interests of certain groups and marketing to these **** same interests. And screening *** same interest is a complex information processing project, the domestic DM magazine database is still generally unable to do this. They are often by distinguishing the audience's place of residence or buy a certain item and other simple factors to set up a database for the database of the audience in different periods of consumer demand, the actual economic situation and even work, life and major changes can not be mastered. Whether these audiences are interested in the free direct mail magazines or whether they will actually pick them up and read them remains a mystery.
High costs
The high cost of printing makes DM magazines costly, usually a 160-page magazine printing costs about 10 yuan. If the print volume of 1.5 million copies of the calculation, the annual printing costs for 10 × 1.5 × 12 = 1.8 million yuan, and other costs such as management of about 1 million yuan / year. In this way, the bottom line of the enterprise capital preservation should be pre-tax advertising revenue of not less than 3 million yuan / year.
China's magazine advertising in the entire media advertising share of only about 1%, DM magazine accounted for even less. Most advertisers do not understand magazine advertising, and DM magazines are even more cautious and lack of trust.
Under the pressure of the market, some DM magazines have adopted the method of reducing page numbers and print runs to cut costs. However, the social influence of DM magazines has been reduced, and the advertising revenue has been decreasing. Some other DM magazines used their own resources to develop their own album production, government departments to do special issues, special issues and other businesses to obtain a certain amount of income to DM magazines to subsidize the brand in the difficult to maintain the shape of the brand.
Homogenized competition
DM magazines from the birth of the competition faced by the exceptionally fierce. First of all, the DM magazine policy on the low barrier to entry, technically seems to be very simple, so many advertising companies flocked to, once some of the country's medium-sized cities once appeared in six or seven DM magazines competing on the same stage of the scene.
Secondly, most of the practitioners of DM magazines are advertisers, with a shallow understanding of the media industry and a relative lack of professional knowledge of the media, coupled with the fact that DM magazines are a new industry with few fixed and well-established models to follow. As a result, simple imitation has become the only plank to cross the river in the market, and the homogenization among DM magazines is quite serious.
Differences can not be created, low-level competition has become the mainstream: mutual denigration, through kickbacks to do business, vicious price wars and so on. We have seen some cities DM magazine single edition price has dropped to less than 1,000 yuan or even free of charge, chaotic situation shaking people's hearts.
DM do a high hit rate sales company
In a travel website as vice president of Li Chen in 2004 to move into a high-grade residential area in Beijing, so every month he can receive a free magazine. At first, he thought it was just straight advertising, but after flipping through a few issues, he found that the information was actually very rich, and there was some in-depth thematic planning. "At that time I was planning to buy a laptop, and it just so happened that the magazine introduced a variety of brand-name computers in that issue, one of which was holding a sweepstakes for readers to win golf cards, electronic notepads, beauty cards, and so on, so I chose this computer." Li Chen admits that the magazine is still useful to him, and that he will spend time browsing the ads and content inside.
Not to be ignored media
DM free magazines are an emerging magazine marketing method introduced from abroad and delivered directly to consumers. DM free magazines are aimed at a specific group of people, usually high-end communities or high-end consumer places, to expand the consumer influence in a specific city. Since 1998, when the first free DM magazine "Life Express" appeared in China, this kind of media has taken a share of the print media and become a force to be reckoned with in the media market.
The reporter learned from the Advertising Department of the State Administration for Industry and Commerce that as of May 2004, there were 40 DM free advertising magazines officially approved for distribution nationwide, with more than 200 more declared for the record. According to Guo Feng, general manager of the Media People's Club, the number of DM magazines that do not have legal status but exist in the national market is actually very considerable, estimated to be in the thousands.
Since DM magazines do not need to apply for a number, targeting geographic advertisers, and completely giving up the circulation of winnings to advertisers, the competition of DM magazines in major cities such as Beijing, Shanghai and Guangzhou has become gradually fierce since 1998, with Life Express, Target, Taste, InfoLife Ads, 10,000 Rooms, Guangsha Info, Mom Baby Ads The development of "Life Express", "New Life", "Flink Life", "Shanghai Hundred Flowers", "METRO ZINE" and so on has begun to take shape, in which "Life Express" is leading all the way and "Target" is the rising star, and they have become the best among DM magazines.
"Although in the United States, the consumer superpower, DM advertising accounts for about 20 percent of total media advertising, and in China, DM magazines only occupy a tiny share of nearly 1 percent of the domestic advertising market, the development of DM magazines has become a media force that should not be underestimated, and the market outlook is huge." Guo Feng said.
Extending the functions of DM magazines
It is reported that the cosmic flow advertising company operating the Life Express has begun to adjust its business strategy, shifting from channel development to content construction, as it digs out and strengthens the content of professional fashion magazines such as Vogue and Ruili in an effort to attract readers through professional content and further improve the DM magazine's The reading rate of DM magazines is further enhanced.
"There are several characteristics of foreign DM: its printing cost and production cost is relatively inexpensive, the products in it are very stable, and the content is very instructive, with direct guidance for consumption and life. Life Express has had a tough time expanding its circulation over the past six years, only doubling it, but we are now changing our mindset. Now readers are able to choose you as a magazine because you can guide him in his daily life more directly and more closely, rather than you can reach him." Liu Jungu, producer of Life Express, expressed his views.
In addition to content as a development direction, Liu Jungu is also developing another byproduct - a consumption map. "Suppose two of us are going to have a dinner date today, eating Shanghai food, this map can fulfill some of your needs, the phone number you can check, and the district. Of course, not only limited to the field of food and beverage, can develop a lot of areas of consumption map to." Liu Jungu told reporters.
Today, Liu Jungu has a large amount of readers' data in his hands, and this kind of resource is especially important in the market economy where the consumption level is getting more and more segmented. Liu Jungu believes that DM is not only direct advertising, but also "Data Base Marketing" (database-based marketing). He believes that by relying on the data to pave the way, he can start a sales company with a higher hit rate and a more prosperous business.
Reverse thinking DM magazine
The usual DM free magazine business idea is to run a magazine for a specific customer, and then send the magazine to the target customer through a specific channel, and then use the customer resources in hand to attract advertisers. In the Beijing Airport Longxiang advertising company deputy general manager Wu Bo seems to this model of risk is relatively large, the initial investment is relatively large, if the funds are not enough to support, it will be difficult to continue to maintain.
As the exclusive operator of Beijing Raiders, Beijing Airport Longxiang Advertising Company has a clear business idea about the magazine from the beginning. Under the leading strategy of "Focused Communication, Channel is King", they adopt the reverse idea, firstly, make it clear that the magazine serves high-end brands, and then develop high-end media according to their needs. Then it develops high-end media according to their needs, and then influences high-end people. The reliance on communication channels is one of the crucial forms of competition.
"Beijing Raider" is a direct mail magazine targeting the airport's high-end audience, leading to fashion and consumer information, and is distributed exclusively in the arrival area of Beijing Capital International Airport in the form of a 'pocket book'. This magazine has a natural 'distribution channel advantage' from the very beginning, and as a result, it has a 'monopoly advantage' and target audience market segmentation advantage." Wu Bo said.
Wu Bo is most proud of this special business model, the magazine has not yet come out, and a number of advertisers signed a contract, the risk of pre-capital investment is greatly reduced.
The real circulation of 200,000 copies of an issue and the airport as the only distribution channel can ensure the coverage of high-end people. Due to the exclusivity of the channel and the controllability of the distribution data, coupled with the content set for the high-end crowd, both in terms of arrival rate and reading rate are expected to get good results, so the ad sales in the early stage of the process will be logical to meet the expectations.
"In 2005, we will replicate this model to Shanghai, Guangzhou and other cities, so as to build a media platform covering the country's major airports and high-end people "City Raiders", if this network once completed the value of immeasurable. " Wu Bo said.
What is DM magazine?
DM magazine is the abbreviation of Direct mail, meaning "direct mail advertising or direct advertising", its legal title for the fixed form of print advertising, the State Administration for Industry and Commerce in the "17th Decree" on its many provisions, such as the main advertisement must be made by the advertising company. The State Administration for Industry and Commerce (SAIC) Decree No. 17 also has a number of provisions for it, for example, it must be undertaken by an advertising agency that specializes in advertising, it cannot publish non-advertising information, it cannot be published, edited, sold or distributed, and it cannot be used in terms such as "hosted", "co-hosted", "published", "magazine", "this magazine", etc., which are easy to be confused with "newspaper" or "periodical".
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Writing the beauty of the stone to fast!
Aigoo Stone
Level: Lightbringer
Points: 1752
Posts: 1028
Posted: 05-08-05 17:35 Edit Admin Quote 3rd Floor
Heaven to the left, DM to the right
I haven't read Murong Xuecun's much hyped up novel, and not afraid to be thought of as picking up on it. Many of the DM magazines you see on the market nowadays have indeed veered away from the success one would expect. And what is the reason for all this?
D M (abbreviation of Direct Mail, translated as direct mail advertising or direct advertising) is a real imported products, some years ago there are not many people know its exact meaning. This is evidenced by the fact that early DM magazines in China were almost exclusively in foreign languages, such as Beijing, WALK and That's Guangzhou.
But in the past two years, we have seen that many people are talking about DM, and many advertising agencies have invested or are preparing to invest in DM, so this previously unknown field has become lively in an instant. It seems that DM has become a magical finger that turns stones into gold, and a media concept that has a very low threshold and can be done by anyone.
Sincerely, we do not deny that China's DM advertising market has great potential, because from the U.S. point of view, DM periodicals advertising turnover accounted for the entire periodicals advertising turnover of 20%, up to 3.7 billion U.S. dollars a year; and our country, the proportion of only 1% more than a little bit of a year's advertising turnover of only a few tens of millions of yuan. We do not deny that some of the DM magazines that have taken advantage of the opportunity have begun to win, such as "Life Express", "Target", "New Real Estate" and so on.
But does DM really look good in China's current advertising market?
Previously, the publication number is a kind of unspeakable pain
In the traditional newspaper, DM is an anomaly. It breaks the pattern of first issue and then advertisement (i.e., advertisement will come after the circulation reaches a certain scale), and goes the other way, taking a scoop of advertisement revenue in the media market. In a sense, the operation of content websites is similar.
The difference between DM and traditional newspapers and magazines lies not only in the different business concepts and revenue models, but also in the absence of an official issue number, which can cause DM magazines to fall into trouble in terms of content, distribution, and revenue. Once a DM magazine has an official issue number, or a regular magazine in accordance with the DM way to do, the whole market will be what kind of change?
Detailing DM
In China, DM magazines are officially called "fixed-form printed advertisements," and can obtain a one-year license to publish advertisements with the approval of the State Administration for Industry and Commerce (SAIC). It is based on the "Measures for the Administration of Printed Advertising" and the "Notice on Issues Relating to the Administration of Fixed-Form Printed Advertising".
According to the relevant regulations, the name of the DM magazine must carry the word "advertisement", and the English language must not be larger than the Chinese language; the content must be all advertisements, and no other non-advertising information may be published; it must be free of charge, and the number of advertisements published in one year must not be less than six, and the circulation of each issue must not be less than 5,000 (for the professional category) and 10,000 (for the general category). and 10,000 copies (general category).
In short, DM magazines are magazines in the form of advertising information, free of charge to readers, advertising revenue is its only source of income. How is it different from a regular magazine? Here's a look at what ordinary magazines do before we compare them.
Ordinary magazines in accordance with the "Interim Provisions on the Management of Periodicals," Chapter III, Article 19, "official periodicals application registration form after review and approval of the correctness of the 'newspaper and periodicals registration certificate' coded 'domestic uniform number'", by the "Interim Provisions on the Management of Periodicals," Chapter XIX. After the approval of the press and publication administration department, it can obtain the domestic unified issue number, and the international standard issue number for public circulation, whose general format is as follows: "ISSN XXXX-XXXX" and "CN XX XXXX-XXXX/YYY". The general format is as follows: "ISSN XXXX-XXXX" and "CN XX XXXX/YY", where ISSN is the identification of the international standard number and CN is the identification of the domestic uniform number.
The issue number is just a starting point for the operation of ordinary newspapers and magazines, and it doesn't go to hard and fast to stipulate the specific operation contents and methods. Here, we briefly describe the attributes of the media and its audience, the revenue model of a typical newspaper.
As cultural products, newspapers and other media have dual attributes: commodity (to realize economic value) and propaganda (to comply with national propaganda policy, maintain credibility, and realize cultural and social value). Media audiences also have dual attributes: current consumers (for newspapers and magazines) and potential consumers (for other commodities).
The press is a sellable commodity, providing readers with information and thus direct circulation revenue. Circulation revenue (R1) depends on the price of circulation (P) and the volume of circulation (Q).
Expressed mathematically as R = λPQ, λ represents the average ratio between the wholesale price and the retail price.
Generally speaking, it is difficult to achieve the purpose of increasing circulation revenue by adjusting the price because of the relatively strong substitutability of similar newspapers and magazines; and λ, which is determined by the distribution channel providers, is usually an exogenous variable that is difficult to control by newspapers and magazines. Therefore, the method to maximize circulation revenue is mainly to expand circulation.
Because the audience has dual attributes, both as current consumers of newspapers and magazines and potential consumers of other goods, so the media can also sell audience resources to enterprises to obtain advertising revenue. The specific form is the newspaper through advertising space to influence the audience's consumer behavior, the enterprise for advertising space to the newspaper to pay the promotion cost. Advertising revenue (R2) is indirect revenue, which is determined by the average price of advertising (p) and the number of advertising pages (q) **** the same.
R2= pq
On the surface, advertising revenue is determined by the price and number of advertisements; in reality, it is determined by the effect of advertising placement. The effect of advertising placement is then dependent on the effectiveness and precision of distribution. This point is the theoretical starting point of newspaper market segmentation.
Finally, because the media, in addition to commodity, also has publicity, influence, so by virtue of the influence of the organization or participation in economic activities can be derived from the income (R3). This is similar to many non-profit civil society organizations.R3 is not easy to quantify, but it depends on the size of the media's influence, which is determined by the scope of influence, effectiveness, objectivity and impartiality of the content, the quality of the advertisements and so on.
For ordinary newspapers, the pursuit is to maximize the sum of the above three revenues (λPQ+ pq+ R3). However, it should be noted that the three revenues are usually achieved in a sequential and progressive relationship, the circulation revenue immediately after the launch of the publication, advertising revenue after a period of time in the operation, the derivative income must be after a certain media influence; in addition, due to the different types of magazines and business models, different magazines rely on the three revenues in different proportions, or even one or two missing income.
DM magazines are one of the special cases. This kind of magazine adopts the way of free distribution, so the distribution income is zero; according to the regulations can only publish advertising information, so there is no publicity and credibility (of course, we do not rule out that there will be a certain degree of influence), derived from the income is negligible. In this way, the DM magazine's income is only left advertising revenue.
As analyzed earlier, the amount of advertising revenue depends on the effectiveness of advertising and distribution. And these two points are DM magazines are different from ordinary newspapers and periodicals, if these two points are not good, DM magazines will be very difficult to achieve success. Therefore, for DM magazines, advertising seems to be the most important, but in fact, the most important and the most important thing is distribution. These two parts will be developed in detail later, and will not be repeated here.
Disturbance of the issue
The difference between DM magazines and ordinary magazines is manifested in the distribution channels, profit model, market classification, the audience's habit of receiving information and so on, but ultimately it seems to be attributed to the difference in the issue of the issue. The difference of this "access card" determines the difference of the specific operation of the media, but also for the development of DM magazines to build a higher threshold, or with other magazines compared to the inherent shortcomings.
(I) What is the importance of information and advertising?
According to the regulations, the name of the DM magazine must contain the word "advertising", and the content of the magazine must be all advertisements, and no non-advertising information can be published. Magazines with official numbers, on the other hand, publish news and other non-advertising information, and there is no restriction on the proportion of advertising space.
This can be said to be the biggest difference between ordinary magazines and DM magazines in terms of product form, and also the biggest production difficulties of the issue number for DM magazines.
Formally speaking, the advertisement can not only express the creativity in the form of pictures, but also in the form of text. That is, we usually call the soft text. It is this as a cover, many DM magazines began to expand the space to the field of non-advertising content. "Openly repairing the road, secretly crossing the warehouse". It seems that none of the DM magazines we have seen have adhered to the bottom line of advertising content, but have arbitrarily crossed the line.
As for this kind of behavior, first of all, there is no clear definition of what is the text form of advertising, so this can only be counted as a gray area of violation; secondly, there are really many hidden dangers. When the DM magazine is in its infancy, not much fame, the content of the violation of no one cares; but once a certain market influence, there will be people looking for it. At this point, the issue number also becomes a bottleneck that restricts the further development of DM magazines.
In retrospect, a DM magazine that fully complies with the rules is only equivalent to a collection of advertisements, so how can it attract readers' interest? How can advertising alone cultivate the credibility and influence of the magazine?
(2) Free distribution increases operating costs
In China, newsstand retailing can be regarded as a litmus test of whether a newspaper is formal and legal, and whether its business operation is successful. Of course, examples can be cited, such as scientific and technical journals, academic journals are mostly issued through the mail subscription; but it does not mean that they can not be placed on the newsstands, only to say that they are not commercialized operations.
The foreign newspapers and periodicals that come in through the book introduction method cannot be retailed through newsstands, but only in designated places such as airports and hotels. The main reason is that their numbers are not approved by the domestic press and publication administration, but are foreign numbers.
DM magazines also can not be placed on newsstands, according to the regulations can only be delivered free of charge, the most fundamental reason is because of its number is the industrial and commercial number. The lack of an official number approved by the press and publication administration can be said to have caused the inherent shortcomings in the distribution of DM magazines.
While DM magazines have subverted the profit model of ordinary magazines that issue advertisements first, and put the media
This is the first time that DM magazines have been used in the market.