Countercurrent 1982

Chapter 1004 Advertising Quotation
In the next two days, Duan Yun got the advertising prices of BJ Shanghai Xiamen and Guangzhou local newspapers and periodicals.

In the era without the Internet, it was the golden age for the development of newspapers, especially in the mid-80s, when the domestic newspaper industry had developed into a very strong stage.

By the middle of 1985, there were 2192 established newspapers across the country, with 10 employees and a total circulation of more than 2 million copies.

There are only more than 140 newspapers and tabloids, more weekly newspapers and fewer daily newspapers, and only 98 daily newspapers. Most of them are national newspapers, party committee organs and evening newspapers.

It is almost impossible for private companies to advertise in these national newspapers. The asking price is high, and they are mainly aimed at state-owned enterprises, because newspapers in this era are not fully commercialized, and politics precedes economics, so no matter how much they spend Money must also be strictly reviewed before advertisements can be published in these newspapers.

However, some domestic tabloids do not have these restrictions, especially some entertainment newspapers and magazines, where the advertisements are clearly marked with prices. In addition, 16 provinces and cities have established 40 independent accounting and collectively responsible for their own profits and losses. Advertisements are their main income. Basically, as long as the content is not illegal, they can publish it for a fee, and if the price is high, someone will write a special article for you to promote companies and individuals.

As for the price of advertisements, there are also great differences. In principle, newspapers with larger circulations have higher advertising fees. In addition, the layout and section size are important factors in determining advertising prices.

For example, the most well-known "Xinmin Evening News" in Shanghai has the smallest advertising space in the middle. The advertising fee for the first issue of the newspaper is about 500-800 yuan, and some tabloids only need about 80-150 yuan. Some advertisements are paid according to the number of words, ranging from two yuan to five yuan per word, and the quotations are made according to the circulation and layout.

As for newspapers and magazines, because advertising pictures can be inserted, and it is a monthly magazine, the price will be much more expensive.

There were many best-selling magazines in the 80s, such as "Popular Film", "New Sports", "Wulin", "UFO Exploration", "Speech and Eloquence", "Reader's Digest", etc. These magazines had a very large domestic circulation at that time. It was even as high as several million copies. It was such a high sales volume that created the golden age of domestic magazines at that time.

In his previous life, Duan Yun also liked to read magazines, such as "Friends" and "Readers" (that is, the Chinese version of "Reader's Digest" was officially renamed "Readers" in the 90s because of a copyright dispute with the American "Reader's Digest") .

The circulation of these magazines is huge, and they are monthly, so the price of advertisements is quite high.

For example, for the characters on the cover of "Popular Cinema", the cover of the magazine and the 4 inner page layouts, the reference price of the advertisement in the first issue is around 2 to 4, the reference price of the second cover and the title page (cross-board) is 1 to 2, and other For the catalog and the heel page of the edition, the reference price is also around 8000.

Although the advertising price of this kind of newspapers and magazines does not seem high, in fact, because it is only an advertisement for one issue, if all advertisements are published for 12 months throughout the year, the best advertisement page of "Popular Movies" will cost 20 yuan a year. ~50 advertising fee, the same price can already advertise on CCTV for a year.

However, if Duan Yun wants to achieve explosive advertising effects in a short period of time, he needs to publish advertisements on many newspapers and magazines media channels, which is still a very large investment.

Since Pan Hong is a film and television star, advertising in film and television magazines such as "Popular Movies" will be very effective.

In addition, in some gossip market tabloids, you can also spend a little more money to find someone to write a special article, and this kind of publicity effect is also good.

Duan Yun spent a whole afternoon screening out the publications that were going to advertise. This time, he selected nearly 100 local media magazines in Beijing, Shanghai, Guangzhou, Xiamen, and the budget for advertising in magazines alone exceeded 40. How much.

In addition to the intensity of advertising, the advertising time is also very particular.

Considering that the advertising needs to be queued for typesetting, it basically needs to be delayed for one week to one month. In addition, Duan Yun's production line is not yet in the best state, and Duan Yun also needs a certain period of time to stock up, so as to avoid failure due to too many orders. Delivery on time.

"The advertising budget this time is 85!?" After seeing the advertising budget formulated by Duan Yun, Cheng Qingyan was stunned in surprise.

You must know that they advertised the subwoofer audio on CCTV before, and it was only 1 in the first year, and it rose to 40 in the second year, but it was a TV advertisement of CCTV after all, and Duan Yun only placed advertisements in newspapers and periodicals , would require a budget of up to 2 yuan, which made Cheng Qingyan somewhat unacceptable.

At present, the company's accounts seem to have more than 2000 million, but in fact the company spends money in many places. In addition to artificial utilities, the bulk of the working capital that can be used for other purposes in purchasing raw materials is only 600 million. Yun had already spent more than 200 million yuan on high-priced parts and equipment in the early stage. This month, he signed the celebrity endorsement contract of 15 yuan. This time, he had to spend more than 80 yuan for advertising at one time. Cheng Qingyan's heart almost jumped out.

"I told you last time, we're going to fight to the death this time. Money in the bank is just a number. You can only earn money if you know how to spend it. High risks can bring high returns." Duan Yun looked calm, only I heard him go on to say: "My budget this time is a two-month advertising budget. The launch dates are concentrated in June and July. In addition, there are several magazine advertisements that need long-term investment. If the total is calculated, we will It should cost about 6 million..."

"You are really crazy..." Cheng Qingyan couldn't help heaving a long sigh when she heard the words, only to hear her continue: "It's already reached this point, if I say I disagree, will you listen?"

"No." Duan Yun replied bluntly, and continued: "I will only try to comfort you as much as possible."

"You scoundrel..." Cheng Qingyan bit her lips lightly upon hearing this.

"Honey, you really don't have to worry. Maybe I'm not as good as you in terms of financial management, but I'm an absolute expert in spending money. Sooner or later we'll earn back our capital with interest, and we can make a lot of money... Duan Yun said with a smile.

"Then you can figure it out, anyway, the big deal is that we will eat corn buns together in the future and pay off the debt for a lifetime..." Cheng Qingyan's face flashed a look of helplessness, and she said faintly: "Who asked me to marry a lunatic..."

(End of this chapter)