Jin Yong quickly saw He Chaoqiong’s generosity, and it should be said that all Hong Kong citizens saw it. Click●
At that time, Huang Yulang bought "Tian Tian Daily" and once raised the sales volume of this newspaper to the third in Hong Kong. However, after selling to Kang Jianfei, due to a series of internal integration and personnel movements, the sales volume of "Tian Tian Daily" dropped
It has dropped to fifth place, with sales barely exceeding 100,000 copies per issue.
The four newspapers ranking ahead of Tian Tian Daily in terms of sales volume are: Oriental Daily, Ming Pao, Sing Pao and Sing Tao Daily.
Just in the first half of this year, after He Chaoqiong streamlined Oriental Publishing House, he was transferred by Kang Jianfei to take charge of "Tiantian Daily". In just one and a half months, He Chaoqiong changed two-thirds of the newspaper's management, and what followed was
To carry out a major reform of "Tiantian Daily" itself.
One day at the end of August, all citizens in Hong Kong noticed a newspaper with beautiful pictures and fresh layout.
"Is this the new version of Tiantian Daily?"
“It’s great that there are no ads on the front page.”
“The layout looks very refreshing and doesn’t feel messy at all.”
"And all pages are in full color."
"Full-color newspapers are expensive, right? How much does one cost?"
"It's not expensive, it's still the original price of 3 yuan."
"..."
These are just the first impressions of Hong Kong citizens on the new version of "Tian Tian Daily". If you observe for yourself, you will find many different things, such as the colloquial language of news headlines and so on.
When Kang Jianfei came to this era and saw Hong Kong newspapers for the first time, he noticed the difference in Hong Kong newspapers at this time.
In all Hong Kong newspapers, the front page is such an important space. Most of it is filled with advertisements, and they are basically expensive real estate advertisements. At most, only the introduction of important news is classified as news.
Secondly, all newspapers in Hong Kong only have supplements or romantic pages. The advertising pages are printed in color, and the other pages are black and white. The layout and illustrations are also rigid and antique, giving people a very poor reading experience, including the highest-selling "
This is true for Ming Pao and Oriental Daily.
After Kang Jianfei bought several newspapers, he has always wanted to reform the newspaper, but he could not spare the time to focus on this matter. It was not until some time ago that he had a good chat with He Chaoqiong about the revision of the newspaper.
After He Chaoqiong took over the leadership of "Tian Tian Daily", he not only changed the management team, but also changed the page editor and art editor of the newspaper. He also specially invited a senior person from the French "Le Monde" to serve as the general manager of "Tian Tian Daily".
edit.
…
Sing Tao Newspaper Building.
Hu Xian called the top brass of the newspaper to a meeting, and in front of each participant was a copy of today's "Tian Tian Daily".
"What do you think of the revision of Tiantian Daily?" Hu Xian asked.
The deputy editor-in-chief of "Sing Tao Daily" said: "A very beautiful newspaper has a certain appeal to young people, but the cost of full-color printing is too high, and the elimination of front-page advertising has greatly reduced the newspaper's income. This kind of revision is not advisable.
."
"I generally agree with Vice President Zhang, but we can learn from the layout of Tiantian Daily," said another.
"I don't agree with changing the existing layout," someone suddenly picked up the "Tian Tian Daily" and retorted, "Look at this newspaper, although its layout looks fresh and refined, it is completed at the expense of the amount of content published.
News with the same content can be published in only one page with traditional typesetting, but with the typesetting of "Tiantian Daily", at least one and a half pages are needed. This undoubtedly increases the cost. What's more, this extra half page. We use
How good is it to publish an advertisement? What readers read is the news, not whether the layout is beautiful!"
Everyone said something to each other. The final conclusion is: the redesign of "Tiantian Daily" looks excellent, but whether it is full color printing, elimination of front-page advertisements, careful layout and illustrations... these reform measures will increase costs.
Reducing revenue is a complete failure of newspaper revision.
Someone firmly predicted at the meeting: "I estimate that "Tiantian Daily" will not be able to survive for a month. It will either change back to its original appearance or increase the price of the newspaper."
Watching her subordinates ridicule the "Tian Tian Daily", Hu Xian always felt something was wrong in her heart. She vaguely felt that the revision of the "Tian Tian Daily" would cause a big storm in the Hong Kong newspaper industry.
At this moment, not only Sing Tao Newspaper is paying attention to the revision of "Tian Tian Daily", most people in the industry in Hong Kong have noticed the new version of "Tian Tian Daily".
There is no way not to pay attention!
There are dozens or hundreds of newspapers in a newsstand. Newspaper buyers can spot the "Tian Tian Daily" with full-color pictures on the front page and no advertisements at a glance among the wide variety of newspapers. It is like seeing a rich man among a pile of short and poor newspapers.
Handsome, it can be described as standing out from the crowd.
But no one thinks that the reform of "Tian Tian Daily" can be successful. Their view is the same as that of the management of Sing Tao Newspaper. The reform will increase costs and reduce revenue.
Everyone is waiting to see the jokes in "Tiantian Daily".
A behind-the-scenes boss who made his fortune by making movies, a young and inexperienced female president, and an editor-in-chief hired from France who doesn’t know the Hong Kong market. No matter how you look at it, this is a combination that is doomed to fail!
And what about the facts?
…
Lu Xinsheng wiped his face and came out of the bathroom. After helping the Filipino maid prepare breakfast, he shouted into the bedroom: "Alan, get up and eat!"
After calling several times and getting no answer, Lu Xinsheng had no choice but to walk back to the bedroom. He saw his wife Chen Yuelan still sleeping soundly. He walked over and patted his wife on the face and said, "Get up soon, we will be late again."
Chen Yuelan opened her eyes drowsily, stretched out her hand and said, "Honey, I don't want to move, pull me up."
Lu Xinsheng speechlessly pulled his wife up and sat on the bed. Chen Yuelan yawned, got dressed, and then sleepwalked to wash up with her hair disheveled.
Lu Xinsheng was speechless about this. Before getting married, Chen Yuelan was like a goddess. After getting married, he realized that his wife was so sloppy, lazy and funny.
Yes, this Lu Xinsheng is the grassroots Phoenix man who appears in Chapter 775 of this book. He lived in a cage house at first, but now he has moved into a high-end apartment because he got the daughter of the owner of the company downstairs. From then on
An ordinary sales manager becomes a company department head.
Lu Xinsheng was just in love with Chen Yuelan but didn't have the guts to pursue it at first. Finally, he saw "The Truman Show" directed by Kang Jianfei. He finally plucked up the courage to pursue it boldly. He created various opportunities to meet Chen Yuelan by chance, and he happened to save the goddess in a car accident.
Then he went to the hospital every day to visit and deliver delicious food. Only then did the two really start to date.
Chen Yuelan's father was a small company owner with a net worth of 10 to 20 million. When he found out that his daughter had a boyfriend, he did not immediately object. Instead, he hired a private detective to investigate Lu Xinsheng's background.
The final result was that Lu Xinsheng married into the Chen family, which had an only daughter, and became the son-in-law and successor of the company.
Lu Xinsheng and his father-in-law Chen Boqiao were sitting on the sofa chatting about the company. They waited for Chen Yuelan to wash up before having breakfast together. At this time, the Filipino maid came over with the newspaper and said: "Sir, sir. This is today's newspaper."
The Chen family subscribes to four newspapers: "Xin Bao", "Economic Daily", "Ming Pao" and "Tian Tian Daily".
Among them, "Xin Bao" and "Economic Daily" are both financial newspapers. As a businessman, Chen Boqiao must read them every day, while "Ming Pao" mainly covers current affairs, people's livelihood and literary content.
As for "Tiantian Daily", the readership of this newspaper is mainly young people under the age of 30. It was only after Lu Xinsheng joined the Chen family that he started ordering it.
In fact, Lu Xinsheng used to read "Oriental Daily", but after Kang Jianfei bought "Tiantian Daily", he switched to this newspaper.
The reason is very simple. Lu Xinsheng believes that Kang Jianfei is his benefactor. If he hadn't been encouraged by watching "The Truman Show", it would be impossible to pursue his current wife. Not only does he subscribe to "Tiantian Daily" every day, Kang Jianfei every time
When a new movie comes out, he will also rush to buy premiere tickets to support it.
Father-in-law Chen Boqiao directly picked up a copy of the "Xinbao" and started reading, while Lu Xinsheng went to the bottom of the "Tiantian Daily".
But when Lu Xinsheng pulled out the "Tian Tian Daily", he said in surprise: "Hey, why is today's "Tian Tian Daily" different?"
"Is there big news?" Father-in-law Chen Boqiao looked at the newspaper in Lu Xinsheng's hand.
Lu Xinsheng said: "The advertisements on the front page are gone. You see there are many big and small headlines here. You can know the main content of the entire newspaper just by looking at the first page. And there is a reminder of the page number behind each headline. This
Reading newspapers like this can save a lot of time, and this design is convenient and considerate.”
Chen Boqiao took the "Tian Tian Daily" and flipped through it. He was surprised to find that it had full color pages, and the simple and refreshing layout made it look effortless for him, who is somewhat presbyopic.
After carefully comparing the differences between the new version of "Tian Tian Daily" and several other newspapers, Chen Boqiao praised: "This newspaper is convenient and comfortable to read. It would be great if the "Xinbao" could follow this example and change its edition."
Lu Xinsheng said with a smile: "Mr. Kang is really good at business. It is a good thing that he bought Tiantian Daily."
Chen Boqiao thought differently. His company was going to represent a new Japanese product in the near future, and he was considering which newspaper to advertise in. At this time, looking at the revamped "Tiantian Daily", Chen Boqiao already had an idea in his mind.
With the shrewd mind of a small businessman, he realized that this newly revised newspaper was bound to be popular and sought after, so he could save a lot of money by getting the advertising space as early as possible.
…
"Tian Tian Daily" is one of the top three newspapers in terms of sales among young readers, even surpassing "Ming Pao" (the main readership of "Ming Pao" is the middle class). Now after the revision, the fresh layout is more popular among young people, at least
It looks more fashionable and generous than other newspapers.
The reason why older readers like Chen Boqiao like "Tiantian Daily" is very simple, because its layout is easier to read than other newspapers, and they are not afraid of seeing the wrong line in the dense text.
"Hurry up and call the printing factory. The 5,000 additional copies have been sold out."
"Manager, the goods are being rushed outside again. It seems that printing 8,000 more copies is not enough!"
"To be on the safe side, we will print the last 5,000 copies today, and we won't print them no matter how hard we press."
"..."
The sales department of Oriental Media Group has almost become a vegetable market. It has been so noisy since the morning that many employees don't even have time to eat lunch.
There are a large number of people who do not have a regular habit of reading newspapers. They often go to newspaper sales points and choose a newspaper to buy based on their mood. Today, nine out of ten of these people choose to buy "Tiantian Daily"
》, because the layout design and color printing of this newspaper are so eye-catching. Moreover, the big headlines and large picture introductions on the front page are far more inspiring for readers to buy and read than those newspapers that publish advertisements**.
He Chaoqiong's sales forecast after the revision of the newspaper was still very conservative, allowing the printing plant to print only 10,000 more copies than usual. As a result, the 115,000 copies of "Tian Tian Daily" were sold out before noon.
In order not to disrupt its own business order, "Tiantian Daily" only chose to print three more copies for a total of 18,000 copies. On the first day of the revision, all 133,000 copies of the newspaper were sold out.
On the second day after the revision, the printing volume of "Tiantian Daily" increased to 150,000 copies, and all of them were still sold out.
The printing quantity was gradually increased every day. After one week, the sales volume of "Tian Tian Daily" continued to exceed that of "Sing Tao Daily", "Sing Pao" and "Ming Pao", and tied with "Oriental Daily" with a terrifying sales volume of 190,000 copies.
Many senior newspaper people in Hong Kong have been fooled by the sales miracle of "Tian Tian Daily". Is this okay?
In fact, the reform of "Tian Tian Daily" is exactly what Jimmy Lai did after he founded "Apple Daily" in another time and space. However, Jimmy Lai was even more ruthless. The average price of a newspaper on the market was 5 yuan. He directly changed "Apple Daily" to
The Daily priced it at 2 yuan and also gave away an apple, which aroused the jealousy of countless colleagues in the newspaper industry.
A series of reforms of "Apple Daily" directly caused the collapse of Hong Kong's original newspaper order. Newspapers that clung to the old path without reform collapsed one after another, including "Overseas Chinese Daily", "Express" and "Hong Kong United Daily News" with a long history of running newspapers.
Other newspapers have closed down one after another due to the offensive of "Apple Daily".
The surviving Hong Kong newspapers, including newspapers such as Ming Pao and Ta Kung Pao, have more or less imitated the reforms of Apple Daily to adapt to competition. The Hong Kong industry refers to this change and reform as "Apple Daily"
change".
Although "Tian Tian Daily" has not lowered its price like "Apple Daily" in another time and space, it is still extremely strong. Other newspapers more or less feel that their sales are declining. Because readers are robbed by "Tian Tian Daily"
!
Until this time, people from other newspapers in Hong Kong were still standing still, expecting that "Tian Tian Daily" could not bear the losses and would be destroyed!
That's right. Although the sales volume of "Tiantian Daily" is amazing, its high costs and the cancellation of front-page advertising have kept it in a state of loss.
However, He Chaoqiong soon made new moves. All merchants who wanted to advertise in "Tian Tian Daily" received notices of increased advertising fees - the increased costs of "Tian Tian Daily" were eventually passed on to advertisers.
.
When the sales volume of a newspaper increases dramatically, it is certain that advertising fees will increase. In fact, after the sales of "Tian Tian Daily" exceeded 160,000 copies, its advertising revenue was enough to recover the cost, but then the advertising fees of "Tian Tian Daily" continued to increase.
There is no way, if you want to achieve high profits for newspapers, advertising fees must increase sharply!
More than 80% of advertisers strongly protested against this, and nearly half of them directly canceled their advertising orders, thereby threatening "Tian Tian Daily" to reduce its advertising fees back to the original price.
He Chaoqiong’s response was: Ignore it!
Because the sales volume of "Tian Tian Daily" is now almost surpassing that of "Oriental Daily", there is no need to worry about lack of advertisers, and the phone calls from the advertising department of the newspaper are never stopped every day.
In the end, advertisers had to accept the reality and obediently pay for it.
Within half a year, "Oriental Daily", "Sing Pao" and "Sing Tao Daily" successively revised their pages, while "Ming Pao" also canceled front-page advertisements and added color pages.
The reform trend set off by "Tian Tian Daily" has lasted in Hong Kong for several years. As readers became accustomed to newspapers with full color printing and exquisite layout, those traditional newspapers with poor reading experience no longer have a place to survive, or they have to follow the reforms.
Or close down, no exceptions.
At this moment, no one dares to look down upon He Chaoqiong, a wealthy lady. Because the reform of "Tian Tian Daily" was carried out under her auspices, the outside world gave all the credit for the reform to her, and she was also honored as a good person.
As the "new generation of newspaper queen".
Of course, these are all things for later.
Kang Jianfei now just wants Jin Yong to see He Chaoqiong's ability, and then let He Chaoqiong talk to Jin Yong about the acquisition of "Ming Pao". He, a so-called leftist, has to stay out of the matter from beginning to end.
At this time, Jin Yong was holding the "Tian Tian Daily" and lamenting: You can't underestimate anyone. The gambling king's daughter has good tricks, and reform of the Hong Kong newspaper industry is imperative. (To be continued...) u
