Chapter 45： Rise again (1/2)
The next day, after ”Jiuding Daily”'s millions of advertising revenues exploded, the sales of ”Jiuding Daily” fell into the hotly debated Xiangjiang newspaper industry. It was like a barrel of oil poured into a fire, and it became even more enthusiastic.
The income of one million advertising fees in one month! A number that is enviable and hateful!
One million can buy four third-rate tabloids with daily sales of 3,000 like the ”Hong Kong Island Daily”, and this is only one month's advertising revenue, 12 million in a year!
The average monthly advertising revenue of ”Oriental Daily”, which had an average daily sales of 170,000 copies, was only about 500,000.
ranked second. Although the sales volume of ”Sing Tao Daily” with daily sales of 160,000 copies is lower, the average monthly advertising revenue has reached 550,000.
The average monthly advertising revenue of Ming Pao, which sells 130,000 copies per day, is around 430,000.
It may be wondering why the sales of ”Oriental Daily” are the highest, but the advertising revenue is lower than that of ”Sing Tao Daily”, which sells lower, while the sales of Ming Pao are 40,000 copies and the income of ”Oriental Daily” is only less. 70 thousand.
This is because the user value of ”Oriental Daily” is not as high as that of ”Sing Tao Daily” and ”Ming Pao”.
The company that advertises is not a fool, of course, I know which kind of people are more wealthy.
The consumption power of ordinary grassroots is limited, and the consumption power of three or four grassroots citizens is not as strong as that of white-collar workers and intellectuals. However, most of the users of ”Oriental Daily” are grassroots citizens. Advertising can bring the lowest value.
The ”Sing Tao Daily” has been in business for more than 30 years. The old users are basically the heads of the family and dominate the financial power; or other white-collar workers and intellectuals, who are relatively cheap people, and advertise The company's target is the pocketbook of this category of people.
At this time, you may be wondering that the daily sales of ”Jiuding Daily” is 250,000 copies, and because it is a new newspaper, the value of users should not be as good as that of ”Sing Tao Daily” and ”Ming Pao”. How could it be possible that the advertising revenue reached 1.02 million? What? And it’s almost double that of Sing Tao Daily!
This is determined by many reasons. As mentioned before, the advertising business cannot be a fool. The person who can make the company bigger and stronger always has a longer-term vision!
Although the daily sales volume of ”Jiuding Daily” is 250,000 copies, it is much higher than the second place. The first aura is too strong, which naturally brings a bonus! The subconsciousness of a company whose advertisements can appear in the ”Jiuding Daily” will make people feel more powerful. This is the invisible value brought by the authority of the media.
Just like the previous life, CCTV overlooks the crowd, a small brand that has never heard of it. As long as it advertises on CCTV, its popularity will increase, and people's recognition of CCTV will be transferred to that brand.
Although ”Jiuding Daily” cannot be compared with CCTV, and because it is a newly established newspaper, its authority needs to be improved, it is undeniable that ”Jiuding Daily” is now the most influential newspaper in Xiangjiang.
Moreover, the daily sales of ”Jiuding Daily” is 250,000 copies, which proves that it has reached at least 250,000 users. If the ”Hong Kong Island Daily” and ”Ming Pao” are added together, the total users are around 280,000, literally There are 30,000 more users than ”Jiuding Daily”, but the combined advertising revenue of the two newspapers is 980,000, which is 4 points lower than ”Jiuding Daily”.
However, this has to take into account the problem of the overlap rate of users of a newspaper. Many users will subscribe to ”Sing Tao Daily” and ”Ming Pao” at the same time. Therefore, the total users of the two newspapers are not 280,000, and because many users are High-level intellectuals, so the overlap rate may still be relatively high. In this calculation, in fact, the total number of users of the two newspapers can be 200,000.
If a company spends 980,000 Hong Kong dollars to package ”Thinking of RB” and ”Ming Pao” for a month, only about 200,000 users will be radiated.
While another company spent 1.02 million to package ”Jiuding Daily” for a month, the number of users radiated reached around 250,000.
It is clear at a glance which company made the money.
is because the ”Jiuding Daily” has just risen, and the users have not been well trained. Moreover, it is true that the rich, or the middle and upper-class people in Hong Kong account for a lower proportion of the total users than the ”Hong Kong Island Daily” and ”Ming Pao”. Otherwise, the more important thing is the same. The sales of 250,000 copies alone can make the least income. 1.2 million advertising fees.