Business management is playing a more and more important role in periodical management, and its scope is getting wider and wider. The management of periodicals mainly includes brand management, content management and advertising management. Only by strengthening the management of these three aspects can periodicals be invincible in the market competition.
First, the brand management of periodicals
In the market economy society, brand has become the focus and core of management activities in all walks of life. Once the periodical brand is formed, the periodical name will be transformed into a symbol of certain periodical publishing culture. For example, Time magazine in the United States, founded in 1923, is now the most influential news weekly in the United States and even in the world. Scu？ Brand effect. Time has domestic and international editions in the United States, as well as European, Asian and Latin American editions. The content of each edition is basically the same, occupying a huge international market and becoming the best carrier to publicize the American value system and lifestyle. Time Vocabulary, published by Time magazine every year, has become a record of American language changes in a sense. Linguistic experts even pointed out:? Reading Time magazine is a shortcut to learn American English well. ? Its magazine influence can be seen. In China, Reader magazine has also embarked on a road of cultural brand growth. At present, the brand value of Reader is as high as 4.083 billion yuan, and its circulation ranks first in China periodicals for seven consecutive years.
How to strengthen the brand management of periodicals? The author believes that we should start from the following aspects. First, design and constantly improve the brand image of periodicals according to market demand. Take Reader magazine as an example. It has life tension and symbolic significance? Little bee? 1995 officially became the emblem of Reader, which accurately explained the image and social function of Reader. The magazine immediately registered the emblem, English name, Chinese phonetic name and calligraphy style inscribed by Zhao Puchu? Readers? And use these trademark elements to improve the cover format, layout and editing order of Reader. This complete brand image registration marks the first time that Reader has carried out all-round trademark registration and copyright protection for its own image. Up to now, the Reader brand has registered 45 categories of trademarks, including 135, involving clothing, software, computers, tourism and so on. This is another acceleration of the brand building of Reader. Second, starting with brand building, find out the market positioning of publications. Market positioning is also reader positioning. A good publication must have its own unique readership. Editors and journalists should clearly know who publications are for and for. Only by extensively investigating the market and knowing the potential reading needs of readers can editors find a new way and plan a topic that readers are satisfied with. 1956, the "sprout" magazine, has been insisting? Cultivate and train young literary writers? At present, it has become a pure literary brand with extensive social influence. 20 10, the magazine issued 350,000 copies, which had a good influence on young students all over the country, which is a good proof. Third, do a good job in periodical brand marketing and publicity. Under the condition of market economy, when the wine is ready, it will be called out. Only in this way can the publication really reach readers, occupy as much market share as possible, and maximize benefits. As an editor of a periodical, he should not only do a good job in desk work such as planning, soliciting contributions and processing, but also go to the market, understand readers' needs and develop topics that readers really need.
Second, the content management of periodicals
Content is the core of a periodical, and it is also the key to the success or failure of periodical management. While strengthening the brand management of periodicals, periodical clubs should also adhere to their own purpose of running periodicals, adhere to their own characteristics and constantly innovate in the contents of periodicals. Take Kindergarten published by tomorrow's publishing house as an example. Since its publication, the magazine has occupied a stable market share and maintained a high reputation among similar magazines in China. At the beginning of 2002, Tomorrow Society decided to completely transform it. After full market research and professional consultation, they made clear the idea of running a magazine and decided? Advocate the latest concept of preschool education, create a relaxed and happy reading atmosphere, develop children's multiple intelligences, and promote the healthy development of children's intelligence and emotion? As the content orientation, at the same time, the publication was changed from bimonthly to bimonthly, and the fashionable international format opened by ordinary 16 was adopted. These measures paved the way for the upgrading of brand kindergartens and achieved good social and economic benefits.
In the network era, periodicals should keep pace with the times, meet the needs of readers, take the road of electronic periodicals, expand the reading volume of periodicals and increase the income of periodicals while facilitating readers. Periodical agencies can make a profit by selling electronic periodicals or placing advertisements. Electronic journals published through the network are still published in the form of paid reading, such as Longyuan Journal Network and Reading World. All these require members to pay for reading. Mobile magazines, represented by Palm Media and V8 e-magazine, provide readers with free reading services. At present, the operation mode of mobile magazines is mainly that technology operators sign contracts with magazines, integrate a large number of content resources, release mobile phone client software based on mobile internet, attract a large number of readers in a free way, and then make profits through advertisements.
Third, the advertising management of periodicals
Advertising is an important means for periodicals to recommend brands to readers, and it is also a powerful measure to solve the dilemma of periodical funding sources. Advertising ability has become an important part of periodical competitiveness. However, although China's periodical advertising business experienced a period of rapid development at the turn of the century, the subsequent growth rate began to slow down, or even negative growth. Strengthening the management of periodical advertisements is an important means to expand the sources of periodical funds, enhance the competitiveness and influence of periodicals and realize the sustainable development of periodicals. The commercial operation of periodical advertising management is the fundamental way to get rid of the influence of planned economy and implement professional management. The publishing operation of commercial publishing houses is the main way for foreign periodicals to implement advertising management strategies. Commercial publishing houses operate periodicals for profit, so they attach great importance to the advertising activities of periodicals. For example, Nature, a famous periodical published by Macmillan Company, has an annual advertising revenue of $654.38 billion. The advertising management of periodicals adopts the agency system, and the advertising agency is the intermediary between the periodical agency and other media and advertising units. They are widely exposed to advertisements and recommend them to various periodical agencies for publication. This kind of specialized operation can reduce the cost of contact advertising for periodical agencies and ensure that periodical agencies can obtain relatively stable advertising income. At the same time, the commercial operation of advertising management can also provide basic guarantee for the reasonable pricing of periodical advertisements.
Secondly, choose advertisers reasonably to improve the quality of advertising information.
The first is to choose advertisers reasonably. Although the readership of the same journal is certain, the target audience proportion of its advertisements will present different values with different advertisers. Therefore, the choice of advertisers is necessary. The choice of advertisers should also be based on and proceed from the information needs of readers.
Second, pay attention to the innovation and control of advertising layout. Advertisements are located in different pages of periodicals and receive different attention from the audience. The advertising space resources of periodicals are limited, so it is necessary to develop more advertising spaces with great concern value, such as cover advertisements, inner page advertisements, periodical catalog page advertisements, and body title page advertisements. On the other hand, the more advertisements there are in sci-tech periodicals, the stronger the audience is interfered by advertisements, and the less impressive each advertisement leaves on the audience, thus weakening the effect of advertising information dissemination. At the same time, the content of sci-tech periodicals is the key to determine readers' purchasing behavior. In the price of periodicals purchased by readers, the proportion of advertising space can easily be regarded as a wasted proportion.
Third, pay attention to the improvement of advertising information quality. The quality of advertising information includes content quality and form quality. A good advertisement requires accurate positioning, clear theme and true and reliable content. In the form of expression, first, there must be novel and unique ideas to attract consumers' attention; Second, we should use concise and vivid language to make readers quickly understand the information conveyed by advertisements and leave a deep impression; Third, we should pay attention to the coordination between advertisements and sci-tech periodicals in content and form. In addition, in the fierce market competition, advertisers should be given a certain degree of price concessions to avoid the loss of advertising business.
Generally speaking, the success of periodicals mainly depends on brand management, content management and advertising management. How to choose the brand marketing mode of periodicals and establish the brand benefits of periodicals is the premise of strengthening periodical management under the condition of market economy. Content management is the core of periodicals, and it also determines the success or failure of periodical management. Only by successfully strengthening periodical management in the above three aspects can periodicals be in an invincible position in the market competition.
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