1, set up a free DM magazine-print and design yourself, attract investment, distribute through channels, and earn advertising fees!
2. Establish magazines in cooperation with enterprises with channel resources, such as airlines.
3. Cooperate with well-known magazines to create sub-magazines (local editions).
3. Cooperate with the publishing house, provide it with the magazine establishment project plan, and it will apply for the publication number, and you have full control over the project operation.
The key to applying for serial number
The key to applying for the serial number is to find a competent unit that can bear political responsibility and be recognized by the news administrative unit to apply. Why is it so difficult for everyone to apply? There is no competent unit.
1. 1 What is the competent unit?
The competent units recognized by news administrative units in China include the following administrative institutions (including administrative organs, schools, research institutions, institutions, social organizations, associations and state-owned enterprises), or government agencies at or above the county level (including CPPCC, NPC, courts and procuratorates) or county-level press and publication bureaus, such as cities. Propaganda Department, Radio and Television Bureau, Daily Newspaper, Information Office, Municipal Federation of Trade Unions, Commission for Discipline Inspection, Political and Legal Committee, Organizing Committee, Science and Technology Commission of National Autonomous Areas, Overseas Chinese Affairs Office, large publishing houses or other recognized competent units (such as deputy departmental level units in 14 sub-provincial cities nationwide and some private universities and scientific research institutions equivalent to the deputy departmental level). Details can be found in the local yearbook.
1.2. How to find the competent unit?
Due to political responsibility, the general authorities are unwilling, according to experience. There are two channels, one is to find a deputy leader at or above the provincial level, or to step down, and he will come forward to contact. The other is to find the main leaders at a certain level in the competent unit from the bottom up. This is very important. Without their support, we can't apply.
2. Application process
China Publishing and Application has four units, the State Press and Publication Administration, the State Science and Technology Commission and the State Instrument. If Wei Yanjun is advised, Yan Yi should rely on the shackles of shackles and worship the shackles of shackles.
3. The key to folk publishing
At present, the five major exports of folk periodicals,
1) Association for Science and Technology,
2) Federation of Industry and Commerce,
3) Private universities and research institutions equivalent to the deputy department level (such as Shenzhen Comprehensive Research Institute or Hainan Institute of Reform and Development, some of the 50 large private universities are equivalent to the deputy department level);
4) Societies, research institutes, foundations and forums in some countries (usually institutions run by provincial and ministerial leaders) belong to non-governmental organizations.
5) China Library Channel and Provincial Press and Publication Bureau News Channel.
4. Application skills and precautions
Generally, it is necessary to run more than 6 issues of magazines first, generally in the form of series, cooperative publishing, ISBN, CD number, supplement and internal approval. Never use an international serial number. For example, within the required period, there are more than 20,000 copies of consumer economy, more than 5,000 copies of technical economy and more than 65,438+0,000 copies of academic category (not less than 500 copies). At present, there are hundreds of academic journals with a circulation of about 500 copies in China, which is a sufficient condition, but not a necessary condition. However, many journals must have a process to convince or find the competent unit in this way.
In addition, when applying, it is generally necessary to set up a new organizer, preferably a public institution (or a company system), to adapt to the publishing purpose of the journal to be published (if so many people are affiliated with the local government, the Municipal Federation of Trade Unions, the Commission for Discipline Inspection, the Political and Legal Committee, and the editorial board. They generally set up specialized institutions such as XX Economic Development Center, XX Corporate Strategy Research Association, XX Talent Research Association, XX Staff Technical Reform Research Association, XX Corporate Culture Research Association, etc. It is best to use an organization suitable for publishing content. I know that there is a digest magazine run by the Commission for Discipline Inspection, and their organizer is the XX Strategy Research Association.
5. How to jointly publish through the affiliated competent units?
1) apply directly, and ask several deputy provincial leaders or academicians to come forward as consultants, usually more than three, emphasizing the importance, necessity, feasibility and funding guarantee. Apply to the news administrative unit or the Municipal Association for Science and Technology or the National Association for Science and Technology. Soon, leaders of CPPCC vice-chairman or above will be invited.
2) If there is a lack of indicators in the local area, you can ask the competent department to adjust an issue number in other areas, usually in the same industry, and turn his issue number around so that their content can be combined with other magazines. Or their content is published in ISBN in a cooperative way. The international serial number remains unchanged. Similar to many academic journals at present.
3) The above are all processes. Sometimes the application may take one or two years, which is too long and the opportunity is risky. It can be done in the form of acquisition cooperation, and we say that the acquisition of periodicals should also be carried out through the competent units. There are provincial acquisitions and provincial acquisitions. There are acquisitions in the province, which can generally be gradually taken over by new competent units. The acquisition outside the province needs to be compensated in the form of joint venture or purchase of new indicators.
4) Cooperate with the publishing houses under the Press and Publication Bureau, and they will send editors, with the cost of 10000- 15000 yuan per issue. They can help you in the form of a supplement number, or arrange magazine co-sponsorship. This is the excesses of general new magazines.
5) Make the ideas of the magazine of the competent unit and bind them together. One way is to start publishing after the market is cultivated. Volume A and Volume B are the magazines to be run, and Volume B is the original magazine of the competent unit, and the pricing remains unchanged. However, Volume A is a magazine to be run, and it will enter the retail market at a discount. What if it's just for sale? In addition, the magazine of the competent unit will be published in cooperation with the ISBN, and its serial number will be used for the publication of the magazine. However, it is better to change the magazine arrangement of monthly or semi-monthly magazine to three or four kinds (such as popular science edition) (comprehensive edition) (academic edition) (special issue), which is of great value.
6) Take the road of serialization, publish in cooperation with publishing houses or bind other magazines in the form of internal approval, which requires good search and financial guarantee. Apply for mailing with supplementary number to solve the problem of subscribers. Publish two official periodicals every year,
7) In the worst case, it will be issued in the form of internal quasi-confirmation, and advertisements such as XXX will be exchanged in many similar magazines for membership development and membership system will be adopted. Or retail by mail order. For example, many internal magazines are free at present, but their postage is very expensive. For example, the broadcast should be directed to 8 yuan, and the China broadcast should be 12 yuan. There are more than 20, more than 30. Landing by express delivery. No financial guarantee is needed. Apply for a formal serial number at the key points of distribution.
6. Preventive measures
In some places, the index of serial number is very tight, so pay attention to the trend of their serial number when applying. You can check the announcement in media magazines. Generally, when applying for serial number, the country will support it, but he has a general planning and layout for technical and economic magazines. If there are too many types, he may limit them, but he can avoid them by setting up his own organizer. For example, if it is difficult to apply for a cultural magazine, he can use an economic magazine.
Sci-tech magazines, especially local associations, are generally difficult to be banned or emphasized by local provincial and municipal science and technology associations. At this time, you need to be tough and ask them if they agree to run a science and technology magazine. Generally speaking, they have no reason. If they have no reason, let them support and stamp it, or let them support the establishment of a continuous internal certificate in the province first. Whether the news department approves or not is one thing, and whether you report it or not is another matter. The Ministry of Public Information has a strong policy and a high level of personnel training. As long as you persist, it is not difficult and you will give advice. If these ideas are within your authority, they will be approved.
This is the number of documents returned by many local associations. This is why it is easy for institutions in Beijing to get serial numbers. I know that as long as the competent department agrees, the news department can't stop it, because everything is done according to law now, and he doesn't reply within the specified time. You can sue him for administrative misconduct. Usually at this time, they will give you a serial number or a cooperative publishing book number for you to publish. After several issues, according to their assessment standards, they will pass the examination and give them a formal serial number.
7. How much is the serial number?
Periodicals are a kind of social public resources, and their quantity is limited. Under normal circumstances, the formalities cost is very small. However, any country has publication control, and there is a problem of total balance. If the quantity is limited, the shell has a price. According to the evaluation, if the consumption economy category exceeds 6.5438+0 million, the technical economy category exceeds 500,000, the academic category exceeds 300,000, and the news category should exceed 6.5438+0.50-2 million, and the number should be 20,000-50,000. (It is the lowest assessment of the specific situation of the existing issue number, and needs the assistance of the top management of the publishing department. The price that can be traded. But there are many academic fields that can be changed (such as journalism), so they are of high value)
My classification is based on international classification. Consumer Economy is a very popular periodical, while Technical Economy is a very small periodical. News category refers to the release period within 2 weeks.
8. International serial number
After China's entry into WTO, China's publishing has not been liberalized, and there are publishing controls in any country. The international serial number is the retrieval symbol of the library, not the publishing license. China's serial numbers include international serial numbers and domestic serial numbers (he is actually a publishing license, and can be published with domestic serial numbers). International serial numbers are not recognized in Hong Kong and many countries, and it is free to apply directly to France through their institutions.
At the same time, Hong Kong's publishing license is also free, but few people apply for it because of supervision and management and market capacity. For example, Hong Kong publishes 10000 periodicals every year, but only more than 750 periodicals are registered. There is a saying in Hong Kong that you should be advised to run a magazine. For magazines published in Hong Kong, samples need to be delivered on time within one month. If samples are not delivered after the deadline, a fine of HK$ 2,000 will be imposed, and copyright issues will be dealt with.
In Hong Kong, it is illegal to register unless you have to retail. Fortunately, commercial printed matter cannot be registered in Hong Kong. So it is meaningless to mark the international serial number. I have observed that many magazines published in Hongkong and Taiwan Province do not have international serial numbers, but they all have local landing certificates.
How to apply for the serial number of DM advertising media? (repost)
At present, there is no DM advertisement in China, and the State Administration for Industry and Commerce has an internal control standard in February 1996, that is, with the consent of the publishing department, information content that does not contain political news or literary works can be released. At present, we have seen the following:
First, any printed matter with advertising content can be approved according to the license of the region or industry, but it needs to be approved according to the advertisement of printed matter every time. At present, postal DM, telecom operator DM, financial office DM, or industrial and commercial department DM, commercial department DM. It's all in this form, because it doesn't contain information content, it can't be priced, its readability is poor, its cost is high, and its operation and development are difficult. The actual advertising revenue of DM accounts for 70% of the total advertising revenue in the west. If DM can put it down. All the above institutions will become giants.
2. Operation and distribution of more than 2,000 copies. This is a kind of printed matter distributed by the information management department in the form of paper media license. As information release, advertisements are written in different provincial management regulations, but they are generally pre-approved by the press and publication department, with paper media license number, internal quasi-confirmation number and printed matter advertisement number. The paper media license number is a one-time application, and the internal approval number and printing advertisement number are reviewed and approved one by one. This is our usual sense of DM. However, it is difficult to approve, and there are many places that are not approved. You can get a DM of HC business information and cooperate with the press and publication department. Generally, after asking their superiors, they will approve it within 2 months. (There will be interviews with competent leaders, study and publish advertising laws and regulations, and obtain an advertising review certificate. ) for specific groups, you can also get a fee license. Payment of copyright fees shall be made by 50 yuan/Thousand Words or through negotiation.
If you apply, what should you pay attention to and what skills are there?
Pay attention to copyright issues, and the copyright fee shall be paid by 50 yuan/thousand words or through negotiation. You need to contact when quoting soft text, or modify it every 20 words. Generally, DM is not approved in all localities, and it needs to be affiliated with government information center units or news units (such as TV stations) or associations (such as advertising associations, industrial and commercial associations), yearbook agencies, industrial and commercial service centers and other institutions that meet the advertising purpose. When applying, make a few samples first, usually laser printed (the same is true for color). Send it to the information office, press and publication bureau and industrial and commercial bureau, and they will report it to the information office, press and publication bureau and industrial and commercial bureau of provincial units for approval. Two lawyers and legal advisers are sent to follow up, and the approval is usually given in two months. The publicity fee is very small, and the audit fee for each period is 1000/ period.
How much does it cost?
The publicity fee is very small, and the audit fee for each period is 1000/ period. Or need to provide a guarantee. Local or regional special edition DM magazine. There is a good cooperation between press and publication and industrial and commercial advertisements. The public does not recommend it, and the industry can consider it. Start-up costs, public more than 200 thousand, saving 2 million. Unless there are enough advertising resources, it is recommended not to enter easily.
How to run a profitable new economic magazine
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This is not a professional media investment analysis report full of jargon, seemingly logical and profitable (I can't teach investors how to run a profitable economic magazine yet).
When I write this article, I really feel that what I have seen and experienced is that in some new media, the CEO of publications and investors outside the media have been performing a series of sad and happy scenes. The outline of many versions of the story is like this without exception: at first, it was respectful, then it was nervous, and finally it broke up. It's rare to see everyone get along well. This is the most dangerous: first, it is difficult for some of our middle-level people to carry out and complete the mission of the magazine; Second, the morale of the army is chaotic, people are distracted, and the team is gone, which will seriously affect the development plan of the magazine, and sometimes it will be the end of the story. (Ha, some media friends I know don't want to sit in the right place. I'm just summarizing a common phenomenon. There are too many cases, and everyone has seen and heard too many, so I won't give examples. )
In fact, investment and media are two completely different industries. Media people and investors have different ways of thinking, expression and language. At first, everyone can come together for the same goal. Generally speaking, investors choose traders (executive general manager of publishing) in order to choose a project that they really invest money in and hope to produce as soon as possible, but they don't understand the operation processes of the three departments (editorial department), sales department (advertising department) and distribution department and the hidden rules in the industry, let alone the fact that magazine profits need a process and cycle. Magazine merchants are more literati and more arrogant in their bones. For investors, they may think from the bottom of their hearts that they are unprofessional, ignorant of the media and arrogant. At the same time, I also have a sense of crisis and insecurity. It is not easy for traders to find a stage to show and realize their ambitions. Operating for half a year or a year is not enough to prove his ability and realize his personal ambition. This must be a very annoying thing for him. It is the psychological basis of the war between the two sides.
Jumping out and looking back, I thought: if the magazine market and the capital market communicate well before marriage, how can we make money by combining the DNA―― of magazines? The market operation and cooperation risk avoidance of magazines, can my magazine make a profit? Exit the program ... All possible problems are clearly communicated, and both parties understand that the partners will work together with Qi Xin to act in accordance with market laws and economic laws to minimize risks. Wouldn't it be better to blame each other if there is a problem?
The first question: the knowledge of periodical profit model and cycle.
Regular profit model:
The first is the distribution income, which is the most common profit model-the pricing of magazines is generally higher than their cost, and the advertising income is very small, and the profit mainly depends on the distribution income.
The second is to rely on advertising revenue, which is the most keen profit model of domestic periodical industry at present. A number of emerging magazines began to give up the mode of relying on distribution for profit, issue at a price below cost, and expand circulation to attract more advertisements.
The third profit model is to sell the brand resources of periodicals and use them to develop derivative products. On the basis of a good media platform, there are usually the following ways: reprinting or binding copies, special issues or supplements, books and CDs, databases, websites, exhibitions, customer lists, brand authorization and holding exhibition forums. Activities can achieve good social effects and become new profit points. Specifically, it is necessary to rely on the resources and influence of publications, seek new ways of making profits with more open ideas, more diverse ways and more effective services, and truly realize the purpose of managing publications. Now some publications have made preliminary explorations in these aspects, such as running classes, buying books and holding forums. Generally speaking, while relying on publication resources, it is also limited by the publication itself.
Media industry is essentially different from other industries in industrial form, policy and legal environment, profit model, input and output, governance structure, entry and exit mechanism and so on. Therefore, with the general business analysis method, I'm afraid it is impossible to see through the media industry. This is why the media research reports published by some investment banks, brokers, investment companies, consulting companies and other institutions give people a superficial feeling, and their views are not deep enough, and some even have deviations and fallacies.
A popular western proverb in the media: if you love someone, let him run a magazine; If you hate someone, let him run a magazine. Now this sentence can also evolve into: if you want to make money, invest in magazines, if you want to lose money, invest in magazines. Journals are really something that people love and hate. Perhaps this is her charm. If it works normally, printing magazines, like printing money, can generate rich profits; On the contrary, the printed magazines can't be sold, and the advertisements can't come up. Just like turning banknotes into waste paper, the "printing machine" has become a "slot machine".
No matter what form of media, it has its own advantages and disadvantages. The most difficult thing about magazines is that there are only 12 issues a year, and at most there are only 12 opportunities for adjustment and performance. In fact, if a magazine makes more than three mistakes in a year, it basically means that the year is wasted. Because an error usually takes 2-3 cycles to find and recover. Similarly, the magazine only has 12 chance of winning a prize a year. If the investment is not large, it is impossible to achieve extremely high quality in each issue. We often hear many people say that it takes three years for a magazine to make a profit before it can see the victory or defeat. This requires the patience of investors. Sanlian Life Weekly persisted for seven years before it established its position in China.
Many investors are used to other industries with faster profits, and cannot understand and tolerate the long market cultivation period of periodicals, which leads to the breakdown of cooperation. For example, if you sell industrial products, you will make money, and real estate developers will start selling "uncompleted residential flats" after digging a foundation, you will make money, but you can invest in a periodical, which has not been flat for two years. In fact, that magazine may have had a certain impact. You can win if you persist a little. Many cyclical investments are like this, often when the water has been boiled to 90 degrees and almost boiled, it can't stand it. Unfortunately, there are many such examples. The key point is that we don't fully understand the characteristics of journal's "influence economy" and the profit model of "secondary sales".
In addition, the newly-created periodicals are more uncertain, and it takes a long time to cultivate their brands and markets. Even after market research, there are many variables in the figures, and the analysis is predictive and unknown. In the actual operation process, there may be a big gap between what is discovered and what is imagined, so the investment risk is great. But once successful, the return is extremely high, especially in the 3-5 years after the cultivation period, it will maintain a very high annual growth rate. Mature periodicals have mature brands, stable audiences and clear profit models, which are ideal targets for industrial investment and financial investment. However, the attitude of mature journals towards investment is often: 1) not short of money, refusing to invest; 2) The price is high and the selling cost of small shares is huge; 3) Using the brand advantage of the old periodicals to finance the expansion of new periodicals has the color of investing in new periodicals, which may be much lower than the risk of simply investing in new periodicals, but it needs specific analysis.