The countryside surrounds the city!


    To tell you the truth, as a former Internet coder, a beneficiary and firm supporter of the network, he was "dismissive" of the traditional paper media, and also ridiculed the existing operation mode of newspapers.


    As a matter of fact, readers have turned to the Internet and other emerging media, publishers'' profits are rapidly losing, and newspapers are an outdated model, which will continue to lose money and lose its vitality!


    However, after a series of reform and adjustment of operation strategy, he found that the loss had been well controlled and reduced, and even expected to turn a loss into a profit this year. The fact before Arthur made him face up to the value of the regional newspaper Xing.


    Although the Internet has a great impact on newspapers, newspapers will continue to occupy a dominant position in community news. Newspapers deliver comprehensive and reliable information to communities with tight MI. With wise Internet strategies, newspapers will remain competitive for a long time.


    "The overall circulation, advertising and profits of the newspaper industry are bound to decline. I don''t think this trend will change. However, I like newspapers, including some of my colleagues, and still like to read newspapers. Therefore, if the economic situation of the newspapers you are optimistic about is satisfactory, you can buy them, even if their scale is not up to the so-called acquisition standard, such as some pocket newspapers.


    If you have a way to make them realize their potential, they will really become a big force of public opinion


    It''s so easy to chat with smart people. After listening to Arthur''s brief introduction, amo alamutin quickly figured out the business opportunities and Arthur''s real purpose.


    "Ha ha, yes, the circulation and influence of a mainstream newspaper is certainly strong, but the circulation and influence of ten regional Xing newspapers may not be inferior to each other. Moreover, the advantage in quantity is the biggest advantage!


    In the Chinese dynasty, there is a saying called "three people make a tiger". The original meaning is that three people lie about the existence of tigers in the market, and the listeners will believe it. Metaphorical rumors can be taken as true after repeated statements by many people. However, the public opinion and heartbreaking gold originally meant that all people criticize and blame together. Even gold can melt down! " Arthur said with a smile.


    As a lawyer who has studied international law, she naturally knows the powerful role and power of public opinion, and from Arthur''s plan, she can see that if success is achieved, Arthur''s right of speech will be no less than that of Murdoch, at least in Britain.


    "Honey, I support you!"


    Thank you. Cheers Arthur raised his glass with a bright smile, and they both looked at each other and drank a mouthful of red wine.


    News, in short, is something people don''t know but want to know. Considering timely Xing, convenient Xing, reliable Xing, comprehensive Xing and cost, people will search for the news they want from the channel to achieve the best combination, which is important to them. The importance of these factors varies with the characteristics of news and the needs of the audience.


    In the absence of television and the Internet, newspapers were the main information channel of all kinds of news, which made it an indispensable product for most people.


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


    Even if there are only a few pages in the whole newspaper to satisfy people''s interests, the information contained in the newspaper still makes people''s subscription more valuable. What''s better, advertisers usually pay almost all of the cost of printing, and readers just need a ride.


    Not only that, the advertisement itself also provides a lot of information to interested readers, which is actually equivalent to providing more "news". Editors are racking their brains on ideas and ideas, but for many readers, the recruitment information, where there is a house to rent, which supermarket is on sale at the weekend, or which movie is on and where, is much more meaningful than the opinion conveyed by the editorial board.


    In terms of advertising, it is also one of the keys to Arthur''s emphasis on regional newspapers, which are indispensable for companies that need to advertise.


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


    In fact, large department stores and jewelry stores are scrambling to advertise in newspapers all night because they know that the products advertised will be sold out immediately. There is no other way of publicity comparable to newspapers, advertising itself is advertising.


    As long as it is the only local newspaper, it must be profitable, and the level of operation has little impact.


    According to Arthur, in recent years, most cities have only one newspaper left, or two competing newspapers. Even in some cities, there is not even one newspaper, which is even forced by reality. The two competing newspapers are merged into one, and the newspaper group can survive. However, this reduction is inevitable. Most people are willing to subscribe to and read only one newspaper.


    When competition exists, the newspaper with the leading circulation will get most of the advertisements automatically. So advertisements attract readers and readers attract advertisements. The process of symbiosis eliminates the weak newspapers, that is, the so-called "survival of the fat".Now things have changed. Stock price information and information about national sports programs became old news when newspapers began to print. The Internet provides a lot of recruitment and rental information. Political, domestic and international news is on TV at all times. The newspaper lost its position one by one. As the audience decreases, so does advertising.


    But in any case, newspapers still maintain a dominant position in transmitting local news. If you want to know what''s going on in your community, whether it''s local gossip, or news from local teams... Nothing can replace community newspapers.


    Readers may feel sleepy when they see a picture of Downing Street, or read about the political development of a country, but a piece of news related to the reader or his neighbor will be carefully read from the beginning to the end. As long as there is a general need for news in a particular community, the newspaper will meet the needs of most residents.


    Even a valuable product can be destroyed by the wrong business model. Over the past few decades, newspapers, large and small, have made mistakes in this incident. For example, in order to cater to the change, many mainstream newspapers even offer their newspapers on the Internet for free, while charging for paper newspapers...


    How can this not lead to a substantial decline in the circulation of paper newspapers? The decrease in circulation further reduces the significance of newspapers to advertisers. So the vicious cycle repeats.


    "The regional newspaper provides comprehensive and reliable information in a close knit community and will remain active for a long time if proper Internet strategy is adopted.


    Similarly, I don''t think cutting content and distribution frequency will lead to success. In fact, narrow coverage leads to a narrow customer base. The distribution frequency less than one day has also been tried in some larger cities and towns. Although the profit may be increased in the short term, it will reduce the frequency of newspaper exposure in the long run.


    I want to acquire a large number of regional Xing newspapers. The goal is to make the newspaper full of content that readers are interested in and make people who find it useful willing to pay a reasonable fee, whether it is paper or online. "


    After a candlelight dinner, Arthur and aimer cuddle up in front of the French windows, sipping the red wine, watching the lights of London outside the window, and continuing to talk about newspapers.


    "It''s too big to manage a dozen newspapers. It''s too big for a team to manage. And we should also ensure that all newspapers keep up with the news collection and editing! " Ai Mo Mei Mou twinkles, show eyebrow micro Cu to say a most crucial problem.


    "Yes, this is also a headache for me. These tabloids are easy to acquire and can not spend much money. The key is to integrate and operate this new force. If effective integration can not be formed, and they are still fighting on their own, then the target I want is not much of a joke!"


    The question raised by Aimo is exactly what Arthur has been thinking about. Newspapers are easy to acquire, but a mature team is not so easy to form. Only those who really do business will understand how important talent is!


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