Successful cover design can greatly improve the issue of journal issues / blog logs / sensitive blog
Blog log
Author: It's that simple (leokuo) Published: 2004, at 22:00 on October 5 Views: 127 Comments: 0 Word Count: 4677
Successful cover design can greatly improve the issue of journals
US magazine declined by 4.5% per year, so that the retail fell by about 15% in the past three years, and the issuers were carrying a difficult struggle. They exhaust all wisdom to think of all the methods that can be thought, finally discovering that one of the most important tools is the cover design of the magazine.
Baird Davis, a consumer magazine operates old hands, magazine publishing consultants. He said: "The successful cover design means that sales can rise by 10%. On the contrary, the cover design of failure means that sales will fall by 10%, in fact, there is 20% of the caids and bad covers. "
"I spent a lot of time to understand this truth, I know that I know that the product is the most important, but I can't fully understand this lesson." He said, until the early age of the computer publication, he It is only the importance of the cover.
Successful cover design is half of retail success
At ZiffDavis publishing company, Davis is the issuing supervisor and successfully sold other magazines such as "PC magazine" and "computer sales". During his in-service, the retail sales volume of these magazines has been significantly higher. When the company decided to create a magazine called "Computer Life", the golden age of the magazine has not arrived, but the management personnel are very optimistic about this trend, unfortunately, this magazine fails in retail. Obviously, the reason for the failure of the magazine is the deadness of retail in the issue, but the computer magazine seizeds each distribution advantage, a large number of authorized retail and excellent distribution, our business is losing people's trust.
Then, the editor of the magazine made a very large cover story, named "Free Internet Phone", between the time, although the distribution did not change, the retail suddenly risen, that phase, magazine from the average of 2.5 Wan-30 million rose to 1050,000 copies, this is the most surprised magazine I have experienced. Managers have witnessed this, according to Davis: "From that, when I think of this, we rarely complain to the failure service of the management personnel in retail." This is the most classic case of the successful cover can sell magazines.
From this, Davis said that he and his retail supervisor were more closely related to the magazine editor more closely, this is not to say that we like to take care of it because we started to enjoy the right to participate in the cover.
They began to develop a bunch of cover indicators and principles, which were actually detected on retail newsstands, and they were analyzed according to the results of the principle. "We persuaded managers to support our cover design and active participation, but from individual perspectives (if edited in New York City) or through telephone, email, etc. (not in New York City), almost Ziff Davis designed for each consumer class We have participated in the cover of the magazine (nearly 20 cover per year). "
Although it takes a lot of time to work in this work, I think every minute is worth it. From then on, Davis will make most of the issuers recognize that actively participate in the benefits of magazine cover operation. The cover design is an editing function, because most of the issuers are worried about publishing their own opinions and opinions in the cover design role, but according to Davis's experience, the issuing supervisor will never forget such a principle - cover Sales magazine. In order to more clearly express the role of the issuer's participation in the cover design process, Davis proposed the following recommendations:
1. Communicate your recommendations to the highest leadership;
2. Do your homework (check the retail situation of different covers, transfer this information to edit).
3. Form a cover forming program with strict issuers participating.
4. Respect the editor of the magazine, they will eventually be responsible for the cover design.
In order to maximize the retail volume of the magazine, the issuer must actively participate in the formation process of the cover. Davis reminds the issuer, the influence of successful magazine cover design is much greater than you can imagine. He said that he and his colleagues, retail supervisor gerth, the retail situation of many magazines has been investigated. "We started the premise of this survey, this monthly is not a magazine that will have a big change in each period. Maybe some magazines have only two big cover themes a year, but our discovery has proved this, no matter What is the subject of the cover, 20% of retail floating between successful covers and failure covers.
It proves that the successful cover design means that there is 10% floating reason, which means a big money. Davis said that the betting on the cover design is very high, so I said that we do this, not for editing, the cover design is too important, and you can't let the editorial independence.
Win the editor-in-chief trust participation cover decision
Whether it is editor or design, of course, it will not welcome the work of interference with the cover decision making, regardless of how managers want the issuer to participate. Personnel must strive for this right, including the sales of competition, reporting the competitors of our businesses, through the editor, indicating that the retail department is in their positions, and has won the empirical trust. The issuer must indicate that it has a variety of factors that have the ability to analyze the sales differences caused by the cover.
The first thing is to accurately understand how the magazine is sold on the newsstand, and Davis summarizes six key factors for magazine retail purchase behavior (see below). "Practitioners must not only understand the purchase behavior, they must also communicate with the editor, I found that these things will help edit better know how to make a good cover."
Davis believes that in general, there are some main principles of more casual cover design, which have been published a few years ago. He believes that the biggest problem he encountered on this list is that they are generally unable to pick out which is critical in different principles. Not all the role of all cover principles.
Davis picked out which is an important principle (five important principles for cover design), compiled into a list of five principles. They start from important cover principles and terminate.
Davis said that he knew the current editor of Mike Lafavore, "Television Guide", "Men's Health" former editor, his list "34 things I learned from the magazine." He has now freely used these principles. On his magazine cover.
Davis said: I really like these 34 entries that Mike summed up, but my favorite is "The magazine sells well, it should be attributed to the main cover title", this is the issuer And editing is very important, be sure to keep in mind.
During the banquet production of the issuer, the issuer is not denied in the fact that the final analysis is responsible for the cover design. Although the publisher is in the second place, they are in this process to bear a very important role. Davis said that issuers should provide basic principles to help editorials, so as not to happen to "10%" disaster, we have already talked about this. "The issuer should always pay attention to the sensitivity of the editorial department, and the editor should feel that you support their work very much, not the role of judging their work." "If the editor believes that the issuer is fully prepared, their suggestion has Help to improve magazine sales, I believe that editing will welcome this assistance. "
All in all, Davis believes that in order to maximize the retail of the magazine, it is necessary to participate in the production process of the cover.
Successful cases to expand retail: "Glamour" editor and retail reader dialogue
"C1AMOUR" edited Cindy Leive introduced his experience at the recently held meeting, and she said: "Two years ago, when I came to" Glamour ", my first job is to make sure Our magazine arrived in the hands of the core readers, so when thousands of readers pick up our magazines, they will always get something else. "She special emphasizes that" c1amour "is currently reported to women's life Comprehensive magazine. "How do we communicate with readers? Of course, starting from the cover. Cover title and cover model must seize our monthly exclusive views, that is, I am the era of editor, like most edits, everything is concerned. It is very similar. "" Today's women only hope to see a few beautiful models like them, they like beauty, but these beauty must be related to themselves. "Leive said, as a editor, she is happy Yes, we live in an era of increasingly complex cover, we don't have to comply with some coverage standals that are now completely unacceptable. Leive said that she cooperated with the market research department of Kangtine, she said, although the issuer did not participate in the cover resolution in the magazine, she will tell the cover plan, which includes many cooperation departments, including the issuing department. Leive said that they are recently explored a long-term trend. Recently, it will be included in a map, a map of which magazine is doing about which celebrity is doing. However, they have not yet allowed the issuer to participate in the cover design of a period. "When I find the cover I like, or when I have two or three covers, I will let many people will decide the cover, set a situation similar to retail, so that the potential buyers can tell the potential purchase What are my favorite? What are they don't like. However, sometimes you'd better let yourself think about it, because the cover test can't tell you all the questions, test is limit. "
In "Glamour", you have to have some magic of the magazine (SLAMOUR).
"Atlantic Monthly" expansion investment in the retail market
"The Atlantic Monthly" story is the same as the story of many magazines in the 1990s, our attraction is constantly decreasing, our profits are declining, and retail is also very unsatisfactory for us. "" Atlantic Monthly "issued supervisor Paul Unglaub issued the above emotion at a release session. Unglaub said that since 2001, the "Atlantic Monthly" has adopted some important changes. The first change is the investment of magazine leaders to expand the investment of magazines. "We redesigned magazines, using better paper printing, recruiting many well-known authors, formulated many very ideal editorial plans; the second change is to find retail outlets that can invest promotional costs," We decided to use Our resources. Our main income source is a bookstore, so we will focus on the bookstore and some logistics centers. "The last change history is in 2001, they will be published in July and August magazine, although this is a big change, but they have been insisting, now it is still in the two months. Publish together, such editing can concentrate on doing some specials, and can make this period a first phase of the year. Their promotion costs apply very much. "5 important principles for cover design:
1. The cover master title is the most important element;
2. The cover main title should convey some benefits, it is the reason why readers just buy this magazine;
3. The main title of the cover should be directly, the buyer will not take the time to distinguish between the two words and it really want to express;
4. The cover master is more important than cover pictures;
5. Cover images or charts should be consistent with the cover theme.
"Men's Health" has a defective cover philosophy
Constantly enhance the magazine and a console-related cover design philosophy is two important reasons for "men's health" retail success. "We have added many small columns or sections to magazines to increase retail by redesigning the cover, but these efforts have not been effect immediately." Luore's executive deputy editor Bill Stump said, "continuously give readers they want to think It is the key to the success of things and what they need. "
Recently, they find that men want to be able to master their lives, "I have experienced 911 incidents and other terrorist incidents that happen other places. The men began to feel that the world has gradually stayed away from them, they can't control it. They try to have children, spare, and their weight is slowly increased, their hair is not uncomfortable, because the aircraft hits the terrorist incidents changed their lives ... "
What should you do?
Stump said that although "Men's Health" is in front of the readers in health and tangle magazine, it is actually a kind of lifestyle publication that is really rooted in a healthy life. When the reader bought a magazine, he would think that he got a lot of valuable things, especially some of their suggestions they just wanted. "Sometimes readers don't even know what they want, until we tell them 'you need this'." Stump said. He believes that "men's health" is part of the secretary of the retail success of the magazine that the continuity of the cover is very strong. "Because the readers know what they will get from the cover of the magazine, this unique sales role we have will distinguish between all competitors."
Stump explanation, this is very easy to understand, "a man, naked the upper body, smile, plus a very strong title, telling readers who can get things from the magazine, this is our cover philosophy. If you What I want is "Men's Health", then this is the reason you can only choose it. "10 factors that promote the success of the issuance / blog log / sensitive blog
Blog log
Author: It's that simple (leokuo) Published: 2004 at 18:23 on November 1 Views: 39 Comments: 0 Word Count: factors have contributed to the successful issuance of 180,810
A new report from the World Newspaper Association on shaping the future newspaper project (SFN) pointed out that behind the "release winner" is very simple: investigate the world's fastest 18 newspapers and share their success secrets .
However, the practice of the World Newspaper Association will advance forward. In addition to interviewing publishers, editing, and per newspaper independent assessment experts, the World Newspaper Association has also analyzed the common factors of successful newspapers by analyzing these newspapers, of course, this is not considering market and cultural factors.
The members of the World Newspaper Association and the subscribers that shape future newspaper projects will receive this report. This report refers not only to provide newspaper strategy and newspapers and their old people's ideas, it also provides newspapers to become clear steps for issuance of success.
This research includes newspapers involving global range: Aftonbladet newspapers in Sweden; Avvenire report in Italy; Australian THEBORDERMAIL newspaper; British daily post; Belgium's Lederniereheure / Lessports report; HetParool newspaper in the Netherlands, Republic of Ireland Daily Daily Star; the Republic of Ireland Irish Times; Austria KleineZeitung report; Russia KomsomolskayaPravda newspaper; Switzerland DerLandbote newspaper; Spain ElMundo newspaper; Turkish Posta newspaper; Germany RheinischePost newspaper; Germany SuddeutscheZeitung newspaper; French LeTelegramme newspaper; Norway VG newspapers and Brazilian Zerohora newspaper.
This report quoted 10 factors that prompted the issue of success:
The eyes are long-term. This study shows that there is no doubt important feature of these newspapers to adopt long-term business vision. They regard the issue of growth as an important factor that has prompted newspapers.
Positioning is very clear. Issue a successful newspaper to understand their audience. They can describe their audience very detailed: what kind of people they are, their physical characteristics and their needs, interests and wishes.
Do the best. The issuance of success newspapers will give the best news to the reader in the competitors. They hired the best journalists and editors and prepared to pay them more salary to retain them and stimulate their potential.
Today's issuance is to make profit in the future. Almost all newspaper executives explain that they are willing to sacrifice short-term interests to keep the issuance of stability.
Form a whole. Issue success newspapers like cooperation. They work in teams; they hold a common goal of improving the issue.
Put the reader as a customer. Issue a successful newspaper to give them something you want. Their reporters are not written by writing, but writers.
Hire young journalist. Stable young journalists make up the content of the newspaper is full of vitality. They will challenge the annual reporters. They look at the problem with different eyes, and they don't think anything is taken.
Aiming at the readers of all age groups. Many of the newspapers in this study realized that the population of the mature newspaper market was aging, thus targeting the elderly readers. They also saw elderly readers to attract advertisers.
Attracting female readers. So many newspapers have such a high proportion of female readers perhaps the biggest surprise found in this study.
Luck may play a role. The issuance of successful newspapers once mastered the truth. Many of the newspapers among them are forced to change business routes in a decision of life and death, thinking about or thinking about or in a radical manner. It is based on this decision to make them once prosperous.
"Release Success Newspaper" is one of the shaping future newspaper strategic series reports published in 2004 in 2004. In addition, there are "changing opportunities", "new classification model", "new design new model", "emerging market" and "medium prospects". These reports can be obtained by subscribing to shaping future newspaper projects, which are indicated, analyzed and promoted by breakthroughs and opportunities that benefit from newspapers around the world. The World Newspaper Association is engaged in the development of six international businesses to support the future newspapers --Publigroupe, a Swiss-based international advertising and promotion group; Manroland, a main company of a newspaper product system; UPM, world main print manufacturer One; Unisys, a key task solution, service and innovative technology for the printing industry; main telecom, IT and media groups, Norway; and main manufacturers of Samsung Electronics, global semiconductor, telecom products and digital integration technology .
The World Newspaper Association, which is located in Paris is a global newspaper organization representative of 18,000 newspapers. Its members include 72 national newspaper associations, 102 private newspaper executives, 13 newslettries and 10 worldwide And regional news groups. Network media eighteen profit modes / blog logs / sensitive blog
Blog log
Author: It's that simple (leokuo) Published: 2004, at 21:27 on December 7 Views: 6 Comments: 0 Word Count: 14486
Network media eighteen profit models
During the development process, the network media is accompanied by the practice of its own operation, and the exploration of the profit model has not stopped. The key to the investment operation of the media industry is to find the right profit model. Compared with other websites, it should have a bigger advantage, the advantages of others, the media networks, other websites can do, the media network can also do. Many media investments have lost, because they have not found or don't know what is profitable. During the Warring States Period of the Network, the media network must have a keen business vision. Whoever grabs the opportunity, whoever ran to the front. Pick up lessons, close attention to market dynamics, adjust your profit model, and ensure that network media is in a safe orbit. China's network media, especially those that have considerable scale and strength and company-operated websites today, but also innovate. Below, we subdivided by the network media profit model. First, common information content charges
From the beginning of 2003 to early 2003, some media have reported the same news: the investigation of the American research institute Innovation International Media Consulting Group, 118 news websites in North America (USA, Canada), 36% of the loss, 38 profits %, 26% of the flat, will summarize the profit and the same, showing 64% of the industry not only lost money, but even profitable. Some of the expected loss of loss may be expected to reach the charge level in the second half of 2003 or in the first half of 2004. A very important factor in the wins is a network media operator and Internet users have gradually accepted the concept of information content.
Comprehensive current network media information content revenue model, there are three types: 1. News and information content packages to other websites or media; 2. The user payment side can browse the website; 3. The user pays the database query.
The success of the content charge is not one, the quality of the information must be high, the content is unique (ie, the replacement is convenient) And content is not easy to fetch and replicate.
Second, the network is supplied for information
Network brigade is referring to the special needs of the relevant government and enterprises, the network media is a very professional, have a certain useful and effective electronic reading, and the subscriber given by the online media. Network Pass (Password) Received regularly. For example, the various reference electronic texts edited by financial systems, real estate systems and automotive, building materials, chemicals, environmental protection, etc., can also be combined with prints. Subscribers generally subscribe for half a year or year, the charge for this special information is generally higher. People's Daily, Xinhuanet currently has this business, a new policy information of the People's Network, and the sales momentum is very good.
It is necessary to have a good point for this special information. The market is accurate. The editorial content must be unique, that is, the message content is not available online and general media and information. At the same time, a level of privilege is also very important of.
Third, online live broadcast
This marketing model is developed from television and broadcast. According to government departments or enterprises, network media sent people to live broadcast, text, picture, or audio image content, in the first time, compared to other media, compared to other media, compared to other media. It does not need to broadcast expensive equipment, no huge live team, the charge is also relatively low, it can also communicate directly from the reader, live content can also be read multiple times, after a long time, you can also adjust read.
This way, online broadcast, is united, Sina, Sohu and People's Network, Xinhuanet is carrying out this business, and they live broadcast of some of the activities held by some of the sects and enterprises, more and more praise from users. .
Fourth, joint online topics with government and enterprises
The network media provides publishing and technical platforms, with government and enterprises to open online topics within their business, which is large. This idea is based on the brand and influence of the network media. Governments and companies have a bigger network platform, release their own information, expand their own influence, sell their own products, better than his own website, more human and cost savings, why not for?
The key to the success of the online topic If the factors of talents are, you must find a partner according to your own website, you must find a partner, you must provide it to it is very needed. For example, you work with a talent exchange center and a mediation agency to open an online topic. You must have a big batch of youth netizens who focus on vocational positions.
Five, Xin Di adds
The Xindijia is already very developed abroad, the world's largest manuscript Sidi website has ISYNDICATE, ScreamingMedia and Yellowbrix. Manuscript Cindya is the easiest way and way of network media resources. News manuscript, depth report, columnist manuscript for all sites to jointly publish or purchase. This manuscript can be facing the public market, or it is also a niche markets.
For example, Zhongqing.com has made a very detailed depth report and information base in China's summer colleges and universities. This information and manuscripts can be provided to other websites in the form of Cindida. The Cindya of the manuscript can not only enrich the content, reduce costs, increase revenue, but also increase the amount of click by clicking on Cindy. The Sindi Title is more likely to increase the amount than the title of the website.
6. Turn traditional media content into network media's wealth source
The person in charge of the news media often worry that putting the contents of too much traditional media will have a negative impact on the operation of the print media, which will affect the protection of the most commercial value of traditional media. However, if the content of the news value is developed online, "will make netizens to disappoint, because netizens are getting more and more critical to the content of the website, and the appetite is getting bigger and bigger."
In fact, most news media websites are not a subscriber of the media print version. More than half of the people who put the printing plate on the Internet are from the newspaper departments and other marketing departments, rather than the editorial department from the newspaper. Readers buy a magazine or newspaper, paying is not content cost, but printing and issuance costs. The network media has dropped to zero, and the door is open to the new audience, and readers who have no chance to read your content in the past have opened the door. These new audiences will become a new source of your wealth.
7. Practical consumption information fees
The Internet has a powerful variety of practical information service features, in order to attract users, most of them provide free to users such as email, homepage, and so on. But the current payment of service or payment has a VIP service has become the starting point of the website. For enterprises with huge credibility, affected websites, social and economic culture, organizations will think of using their propagation platforms, so service charges or to achieve "win-win" in various cooperation is very broad.
For example, from March 18, 2002, the Taiwan passengers will enter the "online fast sign" service from March 18, 2002. The visa procedures for 7 to 10 days, now as long as the Taiwan residential information is complete, the Internet is online, after passing In the afternoon, you can enter Hong Kong and the cost is also reduced. On April 1, 2004, the Hong Kong SAR has issued more than 160,000 express mail to Taiwan passengers.
Obviously, the information of the network media can also have its own value and bring economic benefits after driving consumption and generating a value chain. With digital processes, such as digital photography online flushing, electronic photo albums and other new consumer fields and value chains must be formed.
Eight, mobile phone SMS charge
Today, mobile phones are not only two-way voice communication, but also the publicization of information communication tools, "fifth media" title seems to have not been it, my country's mobile phone SMS growth is exemption. In this emerging field and market, in addition to mobile telecom operators, the biggest beneficiaries are all kinds of content providers. Today, mobile phone short message revenue has become an important source of network media revenue.
The maximum inspiration to our mobile phone SMS revenue is to have timely and accurate judgments on the new technology new market. As early as June 19, 2000, the People's Daily Network Edition (renamed "People's Network" in August, the English version of the Imode mobile website was officially opened in Japan, and became the first mobile phone to send a short message to the subscriber. website. However, after two years, by 2002, the People's Online is in the domestic big mobile phone SMS news subscription. News media sites often lose the development opportunities because of the indifference and their own mechanisms of profit and their own mechanisms.
Nine, e-commerce platform
The network media builds an e-commerce platform as one of the means of revenue, and is also a common mode. In the news media website, representative is a "group purchase" platform for book sales and YNET.com (Beijing Youth Daily Website).
The Ocean Network is the first news media website with obvious e-commerce nature, and it is considerable. Its logo is "Ocean Book City" established in 2000. At present, in addition to the Guangzhou Terminal, there are two stations in Shanghai and Beijing. After receiving the customer's online order, the staff will be confirmed by telephone, and then use the "Guangzhou Daily" self-service distribution network nearly 3,000 distribution teams, send goods to consumers in a short time. On the payment link, Ocean Book City and Guangdong Silver joint work established a online payment system, including more than 12 banks, plus goods to pay, post office remittance, etc., the choice of readers is more flexible. Solved two difficulties in distribution and payment in e-commerce. Ocean Book City is currently available to 1 million books and discs, software and other publications. In 2001, online sales have nearly 10 million yuan. Individual consumers realize the phenomenon of "group procurement" for individual consumers, and is a new market phenomenon and purchase phenomenon in the domestic economic life in 2002. Its appearance is closely related to network communication, and the latter is the ideal intermediary and communication platform for the former.
YNET is also keen to seize this opportunity and use its own platform to provide strong support services. On July 16, 2003, the automobile "group purchase" page was officially launched, and the user's purchase registration was started. The webpage has been maintained at 60,000 people since the opening of the website. By August 6, it is 1,2430 registered users. The number of registered purchases reached 1,543, and the purchase of integrity in the weekly purchase of integrity has exceeded the car purchase. 200 people. As of August 12, the final completion of the car is 63. The first batch of vehicle delivery ceremony was held on August 13. YNET completed the process of car group purchase within less than a month. As of the end of October, three months, a total of 326 cars, including Jetta, Bora, Santana, Passat, Fukang, Sail, Chery, Pario, POLO, etc., sales equivalent to Beijing medium Size car dealer. On this basis, YNET further moves, announced on October 22nd to establish a "TUANGOU.com Business Center" based on "Group Buy", and the Bank of China has a strategic partnership. At present, TUANGOU.com business center has officially launched three business platforms such as car group purchase, property group purchase, building materials group purchase, and will also launch digital product group purchase business platforms positioned in high-end markets and avant-garde products. In the first quarter of 2004, Dalian Industrial Co., Ltd., which is mainly engaged in electromechanical products, is not good. So attempts to have a relationship with a large number of large websites in China in late April. Unexpectedly, only two emails from South Korea, Australia, and said that they urgently need a number of electromechanical products. After online discuss, both parties are available for more than $ 300,000. This is a typical success case for e-commerce.
E-commerce has gone through a long period of "burning money" period, and finally started to pick up, and it has been profit in many ways. If the membership system is one of them.
The membership of the industry website will be five flowers, some can receive tens of thousands. Such as the medium network, each member 'entry fee' is 12,000 yuan, and the 6,000 yuan service fee is required every year. Only this site has an annual income of more than 40 million yuan. There is also a website to make money by collecting franchise fees. That is to open a franchise store online, or share resources and achieve the rewards of the corresponding proportion. For example, on the 8848 website, the online alliance has been opened, and customers can open the store at any time, and only 1 yuan per day. Some union stores or rents or income fees are not very different. Due to the size of the money, the general cost is relatively low. With B2C (merchant, the merchant is mainly easy to use, the platform is mainly charged. Such as merchant item login fee, reserve price fee, item recommendation fee, trading service fee, etc. In addition, it is also optimistic about some websites. Such as excellence, Dang, etc., through online logistics distribution, after purchasing, home delivery, earn price difference.
From the entire situation, e-commerce has only gone from the previous two years to "creating eyeball attractions", etc., starting to profit. China's online shopping volume is approximately 790 million yuan in 2003, an increase of 116.2% over the previous year. Some experts predict that this year will reach around 1.6 billion yuan. Alibaba Chairman and CEO Ma Yun predict: "China's e-commerce industry pattern will change! China's Internet will be transferred from" Internet users "era."
Ten, network access
The largest operator of network access is telecommunications and radio and co-cable. That is, the technology and market size of the telecommunications transmission network and cable television transmission network determine the current ADSL and Cable Modem.
From a technical point of view, ADSL is continuously speeding. For July 2002, the major ADSL operators in Japan announced that they provide services with more than 8Mbit / sec. In March 2003, the Centillium Communications published the latest ADSL technology "ExtremeDsl Max". It is characterized by increasing the maximum transmission speed of upward and downward, and can extend the ADSL service between the base station. In terms of transmission speed, the base station to the user's residential (down) direction is up to 50 mbit / sec, and the user's home to the base station (upstream) direction is 3 Mbit / sec. In addition, when the distance from the base station is up to 7km, it is still possible to ensure that the downlink transmission speed of the ISDN can be ensured. 6 From the domestic market, although the broadband limited bandwidth is currently available, the momentum of telecommunications promotion is aggressive. Despite the broadband network access, the cable TV transmission network has a certain innate advantage, but can become the "big brother" in the fierce competition, but it is still necessary to answer this challenge with its own action. Here is the case of Taiwan Dongsie Media Technology Group (hereinafter referred to as "Dongsen Group"). Under the global communication industry, information industry, telecommunications industry integration, the Dongssen Group leads the wind, from 1995, quickly from the original traditional cable-operator role, transform into combination with mass media, information network And telecom cross-media operators. After 5, 6 years of development, it has become a media group covering radio, television, flat print media, and network media "four-in-one". Dongssen clearly proposes the concept of 4C media, namely media content, network and communication, Customer resources integration community, and e-commerce industry (E-Commerce) integrated marketing services. In terms of network services, there are two companies in Easton News (Ettoday) and ETWEBS. The former main play Dongson TV news, especially audio and video content resources, the latter main broadband Internet service, network interactive TV service, broadband platform and content providing, website M & A investment and other business. Both have built their own broadband portals and subfamily websites, providing all kinds of information content and a wide variety of network services. Dong Sen began to invest 5 billion yuan in 1998, complete the basic construction of the entire Island fiber coaxial hybrid transmission network, officially launched broadband Internet services in 1999, the user has developed very fast, and it is aimed at 500 billion yuan of telecommunications market in Taiwan. East Semin Broadband Telecom Company has established an East Semin Broadband Telecom Company in 2000, launched an ADSL broadband Internet access, thereby rapidly expanding business tentacles from the original CableModem market to general dialing and ADSL field, equal to Tong, all ISP network access services, with Other opponents have launched a strong competition. (Note: Taiwan said "network" is "network"; "broadband" is "broadband")
Eleven, a variety of operations
Like other media, network media can perform a variety of business services that are relevant or not related to itself. Relevant services If you can provide online advertising, domain name registration, host hosting, spatial rental, etc., you can also use your own mature technology to provide a construction site service to other customers. In April 2001, Shanghai Dongfang.com used brand advantages to launch "Oriental outlets" project. In December of the same year, Shanghai Dongfang Dot Chain Management Co., Ltd. was established. In 2002, Dongfang Dot Chain has formed a scale. At present, there is 238 chain franchise stores. One-third of the total of Shanghai Internet cafes. This will not only have a "Internet cafe" problem with social criticism, but also open new revenue sectors for Dongfang.com. In short, how to open up offline business areas, also in the network media. Twelve, broadband new service
Broadband networks provide richer and diverse content and service modes. For users, the initial selling point of broadband network is of course on high-speed Internet access, but after the high-speed Internet is implemented, it will face the higher and more requirements of users. The content and service of service providers can provide users' needs will be related to their growth. The most important factor in or not. In a word, the value of broadband Internet access is not on the Internet itself, but is provided with its content providing and service.
One of the major changes brought by broadband networks is that the entertainment function of the network is greatly improved. The most obvious embodiment is the online game and film and television works online and download two major boomes.
In 2000, South Korea's online game value is as high as $ 110 million, this number is 6 times in 1999. The high-speed growth of South Korea online game industry is a miracle created with the prosperity of the Internet cafe industry, the popularity of broadband networks. At present, South Korea online games are in great importance to the domestic market. Many websites have already determined that online games are another profit growth point after mobile phone text messages.
Radio and television media is the biggest owner of audio and video programs, and should play the role of the main supplier of broadband content on the market. What's more, in January of this year, the Radio, Film, General Administration issued a 15th, and has strict restrictions on market access. But we must see that there are many websites that provide audio and video programs today, their content or porn, novel, stimulation, or copyright infringement, but users need to register payment is such a website business. Universal practice. When the radio and television network media is discussing how to face the market, these alternative websites are giving money and are stealing. Regardless of the broadband network access, it is still in the broadband network content, service providing, the radio and television sector and the media have a congenital advantage, but it is not recognized that how to find the market entrance and make any benefits as soon as possible, it is always what we face. .
Thirteen, online advertising
In the advertising market, although the network media will not be able to fight with traditional media, it is an aspect of its revenue, and has always maintained a growth situation in recent years. Since 2001, online advertising forms have made a lot of innovation, and the business philosophy has changed greatly. These are the foundation for the greater advertising market share in the future. We will focus on this online advertisement with great profitability space.
With the popularity of broadband networks, streaming media and multimedia web production technologies can convert traditional network advertisements into interactive modes, in addition to using video point to broadcast, the live broadcast attracts netizens. As in January this year, there was a network live underwear post conference in Taiwan, and a record of 100,000 online viewing was created. Interactive design is also the focus of the online advertising effect. "Expanded Interaction Advertising" is different from the past forced watching methods, and the feature is that advertising creativity and information must be completely presented by the initiative point of netizens, but can increase the brand's performance due to the choice of netizens. Recently, the Taipei City Media Service Agent Association interviewed 107 advertisers and media management levels, and made a survey report of the 2003 advertising industry and media trend development. Conclusion The media future development is most optimistic with network and TV. Even more than half of the advertiser believes that the network is the most developed media in the next five years, and the media people think that the network and TV potential are comparable. From the traditional media derived advertising form is not the focus of this article, let's take a look at the two new significant advertisements, namely, bidding advertisements and search rankings. Bidding advertisement: Shanghai Daxhang Trade is the general agent of Bentley Motors in East China. Last year they have made many publicity in newspapers, television and other media. As a result, there is no sale. In March this year, they participated in the online bidding advertisement. Who knows that only 500 yuan, for two weeks, there is a order from afar, with a turnover of 24 million.
Fourteen, online distance education
The so-called online distance education is a new educational system and teaching model of cross-regional and cross-school implementation through computer networks, multimedia and remote communication technology. China's network media can use their own existing advantages, working with education institutions at home and abroad to carry out online distance education.
In particular, all countries in all countries, especially developed countries, have given high attention to online distance education, and invested in large quantities of funding to conduct infrastructure and application research. For example, only 28% of universities in 1995 provide online courses, but in 1998, it increased by 60%. Not only is the university, not only the university, and the students are attracted by the Internet, but also the famous universities such as Columbia, Stanford University also compete for online courses, "Xintun" in the Internet education. American media said that more and more universities have adopted students through the Internet, and online universities are increasingly popular.
my country is also actively preparation online distance education. It is reported that the goal of modern distance education projects in my country is to form an open education network, which constitutes a lifetime education system and learning society. To this end, the Ministry of Education is based on the 2000 colleges and universities in 2000 in 2000 in 2000, the Ministry of Education in Tsinghua University, Beijing University of Posts and Telecommunications, Zhejiang University, Hunan University, Peking University, Central Radio and Television University. Education, the Ministry of Education will invest 40 million yuan to support the construction of online textbooks and network education teachers. Primary and secondary schools have already have a network school, like Beijing's 101 network schools, etc. In the network, you can provide online students with synchronous teaching and synchronous review of key middle schools through the network, and can also be counted from time to date. Due to the teachers of the Internet teaching, they are very attractive to parents and students.
For teaching as the traditional education, the teaching method of blackboard, chalk and teacher is the main means of teaching, but also replaces its main functions, but also its unparalleled superiority.
It broke the formation model of traditional education closure. Online, you can choose any of the best teachers at any time, any location. Its "teachers and students are separated", "students-centered", "broadness" and "openness" and other characteristics, is the traditional education, which is conducive to easeing the contradiction between the difficulty of being educated than educational, but also It is conducive to achieving lifelong education: it can provide new learning paths for students who are restricted by space, time, work and family relationships, economics, etc., especially those who have become families or older. Also want to seek school requirements, give them opportunities to obtain certificates and degrees through distance education. This is beneficial to encourage students, especially those who use spare time to study and complete these courses faster. Online Distance Education enables teachers and students to exchange real-time or non-real time across space. This is also the most significant difference between modern distance education and traditional education. It is also its advantage. Teachers 'teachings and students' learning can be carried out at the same time at different locations, and adequate communication between teachers and students: Students can make a study in learning and to get an agreement in time. Teachers can understand the students' learning progress and the degree of understanding of the course, and answer questions raised by students.
Online remote teaching is conducive to the sharing of educational resources and improves education efficiency and benefits. Online distance education can effectively play the advantages of existing educational resources and achieve reasonable configuration of resources. According to expert surveys, this teaching method allows students to learn more about 30%, increase the learning efficiency of 80%, and save nearly 50% of the school. my country is a major education in poor countries, nearly 300 million educational population in school, accounting for about 23% of the world's total education, but supports the investment of this major education system is less than 2% of the world's public education spending. At the same time, my country's annual Internet of citizens have risen sharply, and online distance education can better use this resource to meet the purpose of teaching.
With the further popularization of the network, online distance education will become a hot spot for the economic growth of network media.
Fifteen, online games
Break through the "Korean" stream. Operators of online games, in order to profit is simply hard. Since the second half of last year, Jinshan spent thousands of yuan wild gambling "swordsman love online", profitable and very good; Guangtong's "Legend 3" was squeezed on the public beta, and the sun is full of money, but also fishing . Netease online game revenue has accounted for 40% of total revenue.
The profit model of online games is mainly relying on all kinds of game cards. On the channel, the main business system directly facing end customers is mainly based on Internet cafes. Many websites have woned a lot of sales network throughout the country and sold through various game stores. At the same time, the online payment function of investment, business, people, and construction and the post office, wire transfer; in the price, the popular game is basically less than 1 yuan to buy 10 points, others are optically visual Decreasing; at time, the monthly fee card can be online in the specified period, and the card is strictly consumed by point, and every point can be played for 15 minutes. Now the game point card timing function is exactly to second; on the content At present, the major websites still focus on doing foreign game agents, and domestic games account for less than 20%.
As a new entertainment, many websites have not willing long-term flexion in the "Korean" stream rolling situation, and strive to break through. "Now there is a good game, the price is too expensive, the entry fee is generally between 500--20 million." The business consultant of Sina Game Information Center Zhang Hui is quite deep: "The proportion of the integration in the operation is also sad. Foreign developers can account for 10%, high or even 50%. Therefore, the road to domestication will be fundamentally in the future. "
All major websites naturally understand this truth, have put in huge investment, increased from the main development, achieved a lot of achievements, "chivalrous road", "Daqing Empire", "Fantasy Westward Journey", etc., and go to the market. The grand "Legendary World" has received unprecedented success, and its online sales system has millions of progress every day. NetEase has launched its own boutique RPG game "West Tour Onlineii", and also achieved its best, won the 2003 Best domestic online game award. Not only that, NetEase also has a game promotion model. According to Zhang Ying, Zhang Ying, the NetEase PR, specialized in cultivating online games "promoters" to various local counseling customers, the more "landing", "off the line", the longer playing, "promoters" The higher the income, and some actually reached tens of thousands of yuan per month. She said that this trick is very spiritual, now NetEase's game users have reached more than 2 million, and the number of online people can get to 250,000. Online games not only give people in a virtual environment, will also bring unlimited business opportunities to operators. In numerous gamers, virtual wealth in the game is weighing with real money. According to a survey, 22.64% of users have purchased the ID or virtual items in online games using real currency, while the total registered account has exceeded 400 million in my country's 10 mainstream online games in our current charging operation. If calculated at 23%, more than 90 million registered accounts will participate in cash transactions, calculated with 100 yuan per transaction amount, and the size of the entire market can reach more than 90 million. It can be seen that my country's game market is very large, and if there is a best-selling game, it will immediately bring rolling money.
XVI, MMS (MMS) business
MMS (MMS) profit is mainly the function of its multimedia information service. To this end, MMS operators have done empty mind and constantly enrich this functional service space. At present, MMS has been in dyed countless beautiful tempting. On the Internet, the merchants have opened up the "MMS pictures, animation classification navigation", and customers can send them to MMS, such as the names of their own fame, pets, and scenery. Passing music, greeting cards, MMS animation, ringtones, videos, etc. You like people; can not be restricted by text processing, even if you send a 5000-word article for lover; you can send and receive emails through online MMS, conduct a variety of friends and business Activity; you can also make a subscription download, even photographic, and photographs, etc. Of course, the price is natural. Send 1 color picture or greeting card, at least 1-3 yuan. If you want other monthly months, it is generally between 5-25 yuan, and most civilians are difficult to accept. The mainstream status of the SMS market is still instead of replacement, mainly in its own price advantage. Despite this, MMS users are rapidly growing, and merchants are more happy, and various names are carried out.
17. "Angel Finance"
my country's risk investment was earlier in the early 1980s. At that time, the world was in a new technology revolutionary era. The "Silicon Valley" of the Pacific Ocean and the driving role of venture capital on the new technology revolution has been included in our eyes. In 1985, the CPC Central Committee pointed out in the "Decision of Science and Technology System Reform": "For high-tech development work, high-tech development work with rapid changes, can set up entrepreneurial investment." This risk investment has developed in China. " The basis and guarantee. In September of the same year, China's first entrepreneurial investment company Jujube China's new technological entrepreneurial investment company was approved. Later, my country became China Merchants Technology Co., Ltd., Guangzhou Technology Entrepreneurship, Jiangsu High-tech Entrepreneurship Investment Company. However, since my country's reform and opening up has just started, the entire economic operation is still in the planned economic system, and the various policies with venture capital development projects have not been established and improved. Therefore, the development of my country's venture capital is in the starting stage, It is very slow. In the 1990s, with the continuous expansion of my country's economic system step-by-step and external openness, my country's development and guidance of China's high-tech development zone, gradually transferred to attract venture capital, and promoting high-tech industrialization. In 1984, ICBC took the lead in opening a loan business, and other commercial banks also competed this business. In 1990, Bank of China officially established a technology loan project. In just a few years, it rapidly increased rapidly from 15 million yuan, reaching 8 billion yuan in 1994, has become the main channel of technology loans.
Since 1988 Beijing Zhongguancun has taken the lead in establishing a new technology industry development test area, high-tech industrial development zones have played an important role in the development of my country's entrepreneurial investment, and governments at all levels require the establishment of venture capital funds during the development period.
In 1998, with the impact and impact of the knowledge economy to my country, more and more people recognized the impact of developing my country's venture capital on my country's economic development. In the high-tech industry and economic, venture capital, venture capital, venture capital, venture capital, etc., it is no longer a strange noun, he has become a popular topic that people are increasingly concerned. In 1998, Nine US Inner Company and Motorola also quoted $ 5 million to my country Shenzhen Shengrun Network System Co., Ltd.
Just in the world's risk investment, the risk investment is hot, the second Zhongguancun Yinke Daxi Association China IT Industry and Big Jujube Lenovo Group replied to the risk investment, Lenovo wants to vote from 38 billion yuan, enter Venture capital field. Their philosophy is: the first must have financing capabilities, it can operate capital in accordance with the rules of the game, second, professional experts, fully understand the market, three, management experts, can identify good seedlings, help companies understand the market and operate, four, extensive application The social exchange ability, guarantee that all aspects of information channels are smooth, five, professional talent libraries, and transport talent to investment companies when needed.
Eighteen, stock market
Internet stocks are listed, and one of Wall Street is another miracle: Amazon bookstore created in Jeff, it is the original investment by 10,000 US dollars within three years, Netscape (Netscape) The company's listing has made the net view boss to become a billionaire overnight. And all of this, all breaking the rules of Wall Street: there is no profitable record, no excellent management team, no one can be in the short-term business plan, iron-defined rules in front of the Internet enterprise.
The Amazon Bookstore has publicly issued stocks for the first time: In the summer of 1996, under the influence of technology stocks, Internet stocks experienced the "concept" stock history of the first time. During this period, the concept of "concept" has experienced the first serious challenge. The investor began more attention to the business performance of Internet companies, and the stock of inconsistency to purchase Internet stocks to choose from to buy a good business. . The cooling of the Internet stocks lasted about a year, and several Internet companies have begun to postpone or cancel the first publicly issued stock market, and Internet companies who have been publicly issued for the first time. In the context of public issuance of stocks in the Internet, the listing of Amazon bookstores appear to be particularly eye-catching. The listing of the Amazon bookstore can be said to be a force, reversing the Internet's first public issuance of the decline. On May 16, 1997, the Amazon bookstore began to go public in Wall Street, and 5700,000 shares were sold for the first time. When stocks listed trading, the closing price per share is $ 23, set a miracle of tongue. Jess was 3 years ago to create a $ 10,000 savings in the Amazon bookstore, which became $ 130 million after the Amazon bookstore.
It is also the best to reflect the preference of Wall Street on the Internet. It is the Jinke Yuqi, Wall Street, who has been convinced for many years: Enterprises must have a reliable record of profitability to obtain investment. Net-view company and the vast majority of Internet companies have no profit history when they are listed, why is Wall Street to their stocks?
Wall Street believes that in the departure stage of an industry development, it is really important not to make profits, but growth speed and market share. Under Wall Street, an optimistic emotion of Internet enterprises was encouraged. A large number of Internet companies have begun to conduct a first public issued stock for the first time, raising funds for the development of the enterprise. Following the 995 Internet companies listed in 1995, 36 Internet companies such as Yahoo were competed in Wall Street in 1995, which emerged in Wall Street, which emerged.
At the same time as the new favorite of the Internet stocks, the weakness of Internet companies has gradually begun to expose.
First, the Internet has not been able to be as fast as people initially imagined. During this period, although the users of the Internet began to rise substantially, there were not many netizens who truly online shopping. The online hacker began to appear, pose a threat to the confidentiality and security of online transactions, from psychologically affected the use of credit cards from online shopping. Online e-banking, e-commerce is still half-faced, and there is no truly entry. Online advertising is still in the initial phase, and cannot compete with traditional advertising media. The online service bottleneck has also begun to appear, and some people once played American online (America online).
Second, the old computer company challenges to the Internet new company. A wonderful consequence of the huge success of the net view is that he is too early to awaken the software industry giant to sleep in the Internet. When Microsoft began to use its strong material, manpower, and in the microcomputer operating system, the Internet new company (even netizos) lacks strong backing and rich resource disadvantages began to reveal .
Third, Internet companies cannot be exposed in the short term to turn over to profit in the short term. Most Internet companies, whether there is a first-class management, which is lacking in the short-term ability to turn over. After the initial crazy, long-term losses inevitably affect investors' enthusiasm for Internet stocks.
Fourth, in the boom of the Internet stocks, many Internet stock prices have been highly pushed, causing the market price of the company to be several times or even hundreds of times the company's annual income. This market price and the rate of income of enterprises will inevitably affect the nerve of investors, causing a large number of selling Internet stocks while blowing grass in stock market. In 1998, under the promotion of e-commerce and online advertising, the stock price of Internet corporations increased further, the most prominent Yahoo Stock, rose to $ 200, $ 200 at $ 69,25 at the end of 1997. Internet stocks listed in April 1998, the average increase of 21% on the first day of the listing. The first public release is the most excellent in transmitting radio and television programs through the Internet. Broadcasting company began to go public in Wall Street on July, within two days, the overall stock price of the broadcasting company has soared to $ 65,63 from the beginning of $ 65,63, and has reached $ 74 when it is, directly chasing the NT NET. Ironically, the broadcast company has only 6.9 million yuan in 1997, not only no profit, but also a loss of $ 6.5 million. True is worth worrying, it is not the Internet stock fluctuations, but the Internet companies can throw away stocks, concentrate on building a successful enterprise. Because only put energy into the development of products needed in the development of markets, companies can develop and advance; only Internet companies continue to introduce new, the Internet can get development; only the development of the Internet can keep up, the Internet can maintain growth, Wall Street to interconnect network In order to grow, Wall Street will continue to flow into the development of the Internet.
Through the understanding of the Internet company's first public issuance of stocks, we can get the following inspiration: Internet companies with high-tech background, through the first public issuance of stocks, can get further development funds. For the original investors of these entrepreneurial enterprises, venture capital has received an amazing return on investment through the first public offering stock. It can be said that the shares are listed is the most important exit mechanism for venture capital.
1. Investment Banks play a vital role in the initial public offering of the stock, and is the key to the success of entrepreneurial companies and even listed. 2. The success of entrepreneurial enterprises, the key to the new business thinking, like the Amazon bookstore, Yahoo and other Internet companies and Dell information technology enterprises are the new information communication tools that rely on the Internet, open up new business sectors, and have been successful. 3. Entrepreneurial entrepreneurship also requires a strong company management. This issue will become increasingly prominent after the establishment of entrepreneurial enterprises, but when entrepreneurship has developed to a certain degree.
Domestic and foreign business websites (also include media sites) in the process of being impaired in the "retardation" of the Internet industry, and the domestic news media website has been in the past year, there seems to be no more affected. But we must not blindly optimize. After all, the news media website is only put in, and this input is also very limited), and it can't see the exact days of profit.
