I Am a Nobleman in England

The countryside surrounds the city!

To be honest, as a former network codeworder, beneficiary and staunch supporter of the network, he "dismissed" traditional paper media and mocked the operating models of newspapers that still exist.

In fact, the same is true. Readers have turned to emerging media such as the Internet. Publishers are losing profits quickly, and newspapers are an outdated model that will continue to lose money and lose their vitality!

But after owning the family-renowned "Southern Daily Echo", after some reforms and adjustments to his operating strategy, he found that losses were actually well controlled and reduced, and he is even expected to turn losses into profits this year. The facts before him forced him to face up to the value of the local xing newspaper.

Although the Internet has had a great impact on newspapers, newspapers will continue to dominate community news. Newspapers have delivered comprehensive and trustworthy information to the tight MI community. Coupled with wise Internet strategies, newspapers will continue to dominate for a long time. Stay competitive within.

"The overall circulation of the newspaper industry, advertising and profits will definitely decline. I think this trend will remain unchanged. However, I like newspapers, including some of my colleagues, and still like to read newspapers, so if you are optimistic about newspapers The economic situation is satisfactory, but they can be bought, even if their scale does not meet the so-called acquisition standards, such as some pocket-sized newspapers.

If you have a way to let them fulfil their potential, it will really become a big public opinion force. . . "

It was really easy to chat with smart people. After listening to Arthur's brief introduction, Aimo Alamuddin quickly understood the business opportunities and Arthur's true purpose.

"Haha, yes, the circulation and influence of a major major newspaper is certainly strong, but the combined circulation and influence of the ten regional xing newspapers may not be inferior, and the quantitative advantage is the biggest advantage. !

There is a saying in the celestial dynasty that three people become tigers, and all the people talk about it. The original meaning is that the three people lied about the existence of tigers in the market, and the listeners believed it. Metaphorical rumors can be believed to be true after being repeated by many people. As for all the gold, it was originally pointed out that all the people would accuse and condemn, even if it is gold, it can melt! "Arthur said with a smile.

Aymo's beautiful eyes couldn't help but squinted, and her eyes flickered. As a lawyer who has studied international law, she naturally knew the powerful role and power of public opinion. From Arthur's plan, she saw that if it succeeds, then Se's right to speak will not be much worse than that of the news king Murdoch, at least in Britain.

"My dear, I support you!"

"Thank you, cheers!" Arthur raised his glass with a big smile, and the two men looked at each other and took a sip of red wine with a smile.

News, to put it simply, is what people don’t know but want to know. Considering timely xing, convenient xing, reliable xing, comprehensive xing and cost, people will search for the news they want from the channel that achieves the best combination, and the news that is important to them. The importance of these factors varies with the characteristics of the news and the needs of the audience.

Before TV and the Internet, newspapers were the main information channel for all kinds of news. This fact made them an indispensable product for most people.

Whether focusing on international, domestic, local time, or sports or financial news, the newspapers you subscribe to are usually the fastest source of information.

Even if there are only a few pages in the entire newspaper to satisfy everyone's hobbies, the information contained in the newspaper still makes people's subscriptions worthwhile. Even better, advertisers usually pay almost all of the printing costs, and readers only need to take a ride.

Not only that, the advertisement itself also provides a lot of information to interested readers, which is actually equivalent to providing more "news." The editors racked their brains on thoughts and opinions, but for many readers, job postings, where there are houses for rent, which supermarkets are discounted on weekends, or which movies are shown when and where, are more than the opinions conveyed by the editorial board. Significantly much.

In terms of advertising, it is also one of the keys for Arthur to value regional newspapers. Regional newspapers are also indispensable for companies that need to advertise.

For example, if a new mall or supermarket opens a new store in Southampton, they need a big speaker to tell the residents of the city why they should visit their store today.

In fact, large department stores and jewelry stores rushed to advertise in newspapers overnight because they knew that the products promoted by the advertisements would be sold out immediately. No other propaganda method can compare to newspapers. Advertising itself is advertising.

As long as it is the only local newspaper, it must be profitable, and its operating level will not have much impact.

According to Arthur's understanding, in recent years, most cities have left only one newspaper or two competing newspapers. Even some cities do not even have a newspaper, and they are even more forced by reality. The two originally competing newspapers have been merged into one, and the newspaper group can survive. This reduction is inevitable. Most people only want to subscribe and Read a newspaper.

When competition exists, newspapers with leading circulation will basically automatically get most of their advertisements. So advertisements attract readers, and readers attract advertisements. The process of symbiosis eliminates weak newspapers, the so-called "survival of the fat".

Now the situation has changed. Stock price information and information on national sports programs became old news when newspapers started printing. The Internet provides a large amount of recruitment and rental information. The television broadcasts political, domestic and international news at any time. The newspaper lost its ground one by one. After the audience is reduced, advertising also declines.

In any case, the newspaper still maintains a dominant position in delivering local news. If you want to know what's happening in your community, whether it's the gossip of the local competitors, the shui collection, or the news of the local team. . . Nothing can replace the community newspaper.

Readers will feel sleepy when they see photos of Downing Street or read about the political development of a certain country, but a piece of news related to the reader or his neighbor will be carefully read from beginning to end. As long as the concept of community prevails, newspapers that meet specific news needs will be indispensable to most residents in the community.

Even a valuable product will destroy itself because of the wrong business model. Over the past few decades, newspapers large and small have made mistakes in this incident. For example, in order to cater to the changes, many major newspapers even provide their newspapers on the Internet for free, while charging for paper newspapers. . .

How can this not lead to a sharp drop in the circulation of paper newspapers? The reduction in circulation further reduces the significance of newspapers to advertisers. So the evil xing cycle keeps repeating.

"The regional xing newspapers provide comprehensive and reliable information in a tightly connected community. If appropriate Internet strategies are adopted, it will remain vigorous for a long time.

Similarly, I don’t think reducing content and distribution frequency will bring success. In fact, a narrow coverage area leads to a narrow customer base. The distribution frequency of less than one day has also been tried in some larger towns and cities. Although it may increase profits in the short term, it will reduce the frequency of newspaper exposure in the long run~www.readwn.com~I want to acquire a large number of The goal of the regional xing newspaper is to fill the newspaper with content that is of interest to readers, and to make people who find it useful are willing to pay a reasonable fee, whether it is in paper or online. "

After having a candlelight dinner, Arthur and Aymo cuddled up in front of the French window with red wine, while sipping the red wine and looking at the night lights of London outside the window, they continued to talk about newspaper topics.

"A dozen, or even twenty, are they too big? This requires an excellent management team, which must be able to manage so many newspapers. It also needs to ensure that all newspapers are included in news gathering and editing. Keep standing!" Aymo's beautiful eyes flickered, and her eyebrows frowned slightly and said the most critical question.

"Yeah, this is also a headache for me. These small newspapers are easy to acquire, and they don't cost much. The key is to integrate and operate this new force. If effective integration is not formed, it will still be like a piece of sand. Generally fighting separately, then the goal I think of is not much a joke!"

The question raised by Aimo is exactly what Arthur has been thinking about. Newspapers are easy to acquire, but a mature team is not so easy to build. Only those who are truly businessmen will understand how important talents are. !