In 20 16, the circulation of Volkswagen Daily reached 430,000 copies, and the total income from issuing combined advertisements was 202 million yuan, with both revenue and profit reaching new highs. Of the total revenue, advertising revenue was about 1.0 1 billion yuan, up 0. 13% year-on-year, which was basically the same as that in 20 15 years. It is not easy to achieve such results in the context of the cliff-like decline of newspaper advertisements. As we all know, under the premise of determining the distribution income, advertising income has become the key to determining the profit of newspapers. In 20 17, we actively organized and published the "special issue of the NPC and CPPCC", published 100 editions, and earned 9.3 million yuan, which achieved a good start in advertising management this year.
The advertising revenue of Volkswagen Daily has reached 100 million yuan for the first time since 20 12, and it can still maintain a steady and good development trend under the background of the decline of newspaper advertising, mainly due to our insistence on the "mass business model" under the guidance of the Group's "transformation and transformation" strategy, maintaining strategic strength and focusing on deepening industry advertising, local advertising and brand advertising in accordance with the requirements of the Group's leadership. Concentrate on the creation and marketing of influence, and build a relatively stable business position, a good business organizational structure and a rapid response business mechanism, namely: a responsible subject, three business sectors, and a powerful grasp.
A responsible subject:
Shandong Dazhong advertising company
Shandong Volkswagen Advertising Company was established in 1992, which is essentially the advertising department of Volkswagen Daily. According to the positioning of the group for many years, it has always been the responsible subject of advertising management of Volkswagen Daily. In recent years, according to the requirements of the group, we proposed that Shandong Volkswagen Advertising Company should be turned into a planning and creative center, a service center, a control center and a human resource center for the advertising operation of Volkswagen Daily, and play a leading role in the demonstration of the group's parent newspaper and assume the main responsibility of advertising operation for Volkswagen Daily. Planning Creative Center, as the "brain" of the advertising operation of Volkswagen Daily, plans 2-3 large-scale platform income-generating activities for the advertising operation of Volkswagen Daily every year according to the work of political and economic centers and major events in the province, and plays a pulling role in advertising income. The service center provides all-round services from layout scheduling, editorial review, design and production, publishing, financial services and administrative services for the advertising operation of Volkswagen Daily. The control center, through publication management, contract management and financial management, controls the whole process of the advertising operation of Volkswagen Daily to ensure that the advertising operation of Volkswagen Daily always runs on the track of legal compliance. Human resource center, which deploys, trains and transports talents for the advertising operation of Volkswagen Daily, provides all-round human resource support and guarantee services for the advertising development of Volkswagen Daily with the advantage of independent legal person of the company.
Three business segments:
Industry advertising, local advertising, brand advertising
This is the "top-level design" of the company's business structure based on the stage characteristics of the development of the advertising industry of Volkswagen Daily and the needs of the development and cultivation of the advertising market.
Under this design, the news gathering and editing center of the public daily industry came into being, thus further forming a relatively clear industry advertising section. From May 20 12, four industry stations of Volkswagen Daily-tourism, energy, transportation and culture reporter stations were integrated to form an industry news editing and editing center. The editing and publishing were arranged by the center as a whole, and the reporting was handled by the industry reporter station. According to the principle of "separation of the two", mass advertising companies set up corresponding industry studios to integrate related advertising business. In this way, the independence of editing and editing ensures the independence of news and the quality of running newspapers, and at the same time, advertising operators follow up in time to serve advertisers in the industry. According to the requirements of the editorial board of Volkswagen Daily, the industry edition runs a newspaper according to the standard of positive newspaper, and an industry edition is an industry newspaper. Journalists and editors of the industry news editing center devote themselves to editing and editing, and professional people do professional things and actively create influence. The quality and influence of the industry edition are constantly improving, which has won the respect of readers inside and outside the industry. The industry studios affiliated to advertising companies give full play to the advantages of human resources in advertising management, closely rely on the industry version, and accurately plan and accurately market their influence. The two complement each other, forming a gratifying situation of mutual promotion. In 20 12, we only had four industry news pages. Through continuous cultivation, we now have nine industry news pages, such as finance, health, education, region and production and marketing, and industry sector advertisements account for about 35% of the advertising revenue of Volkswagen Daily, which has made outstanding contributions to stabilizing the advertising operation of Volkswagen Daily.
The local section is an advertising section gradually developed and formed by relying on the great influence of Volkswagen Daily in local party committees and governments over the years. Its main customers are counties and cities. In order to deepen local cultivation, from 20 13, Volkswagen Daily stepped up its development pace on the basis of the original three local news editions of Jinan, Qingdao and Jining. In that year, five local news editions were created, including Yantai, Weifang, Liaocheng, Dongying and Zibo, Tai 'an news edition was established in 20 14, and Rizhao news edition was created in 20 15. Matching with this, we set up a local advertising department, equipped with specialized advertising personnel to rely on local editions to carry out business. The annual advertising revenue of 10 local editions reaches10 million yuan. From 20 13 to now, this piece of income has become a net increase in the annual income of the local section of Volkswagen Daily.
Brand advertising was once an important part of the advertising business of Volkswagen Daily. At its best, it accounted for 40% of the total advertising revenue. Due to well-known reasons, brand advertising has fallen sharply at present, which has become a shortcoming of the advertising management of Volkswagen Daily. In order to fill the shortcomings, in 20 16, we set up the planning and development department and the all-media brand advertising development center in the advertising company to give full play to the company's professional and dedicated advantages, build a large-scale income-generating platform, and fully expand the advertising business of well-known enterprises, brands, provincial organs, various announcements, etc. At the same time, we will actively explore the use of new media, such as "New Volkswagen" and "WeChat WeChat official account", and the media platform to do a good job in large-scale planning of active communication, all-media marketing communication of the whole case, and off-page income-generating activities such as "newspaper merchants" and "exhibitions", and continue to seek breakthroughs in cultivating new growth points of advertising management of major newspapers, especially in the transformation of advertising management to new media and "all-media marketing of the whole case".
A powerful grip:
Advertising campaign planning
Popular Daily regards planning as the core and most important means to stimulate advertising revenue. From the regular special issue of the NPC and CPPCC, to the special issue of the Party Congress and the special issue of welcoming the 18th National Congress, to the Qilu Summit, the 10th anniversary of the establishment of Lai Shang Bank, the series of activities of the Milan World Expo, and the Dean's Forum held in 20 16. In recent years, various activities, large and small, planned every year have generated more than 20 million yuan. In particular, in 20 12, the three major activities, namely, the special issue of the two sessions, the special issue of the party congress and the special issue of welcoming the 18th National Congress of the Communist Party of China, made great contributions to the success of the advertisement of the public daily newspaper, and the three major activities * * * generated more than 310 million yuan. Such activities must have the opportunity of political and economic events, and the "Qilu Summit" held in 20 14 was planned by us "out of nothing". The "Summit" is a summit forum jointly sponsored by Volkswagen Daily and Caijing magazine. Based on the first anniversary of Shandong's "Golden Reform", the theme of the summit is "Qilu Golden Reform New Coordinates", attracting customers with high-end themes and high-end guests, and doing a good job in attracting customers' exclusive titles. By publishing a special issue of "Qilu Summit", the comprehensive income is more than 7 million yuan. Other activities, such as "10th Anniversary of Laishang Bank" in 20 15, series of activities of "Shandong Brand Entering the Expo100th Anniversary" in Milan Expo, and "Dean's Forum" in 20 16, also broke through the original simple publication of special editions and special issues.
The above are some practices and explorations of Volkswagen Daily in advertising management in recent years. Generally speaking, it is actually doing one thing: doing a good job in creating influence and marketing; Achieved a small goal: advertising revenue exceeded 100 million yuan, and maintained for 5 years. Compared with the national advanced newspapers, we still have a gap; Facing the impact of new media on advertising management, we haven't found an effective way to deal with it. For us, advertising management is not only an economic issue, but also a political issue related to whether newspapers can consolidate and develop as the public opinion position of the party Committee and government. We must strengthen our confidence, strengthen our faith, act positively, face up to difficulties, take the initiative to seize the opportunity of new media, insert the wings of new media for traditional newspaper industry and continue to create new achievements.