开源还须节流——《羊城晚报金页》成功之道

发布时间：2019-03-29 12:56

【摘要】：正广告作为一种有明确目的的宣传手段或促销手段,信息的传播必须针对相对特定的消费者,不能泛泛而“论”,否则广告信息的传播就难以致效。一些面向全国、发行量很大的报纸,但在某个地区,特别是它们所在的中心城市,不一定有优势,于是就出现了拥有特定读者不多,而广告价格却高居不下的矛盾。《羊城晚报》就遇到了这样的难题。该报从1985年扩版开始,广告收入一翻再翻,曾在广州三报中高居榜首,遥遥领先。但是90年代以后,广告价格高、广告受众分散的矛盾制约了其进一步发展。于是,该报从1993年元旦向广州读者推出了《羊城晚报金页》(以下简称《金页》)。《金页》由羊城晚报金羊广告公司负责组稿、设计、制作,共8版,逢周一、三、五(先为每周五一次,后为每周三、五两次)随报向广州市订户附送,全部是广告,价格比《羊城晚报》正版低30％。
[Abstract]:As a kind of propaganda means or promotion means with definite purpose, the dissemination of information must be aimed at the relatively specific consumers and cannot be generalized and "on", otherwise the dissemination of advertising information will be difficult to be effective. A number of newspapers with a large circulation across the country do not necessarily have an advantage in a certain region, especially in the central city where they are located, so there is a contradiction between having a small number of specific readers and high advertising prices. Yangcheng Evening News encountered such a problem. Since its expansion in 1985, advertising revenue has doubled again and has topped the list in Guangzhou's three newspapers, far ahead of any other newspaper. But after 90's, advertisement price is high, advertisement audience scattered contradiction restricted its further development. As a result, New Year's Day launched the "Golden Page of Yangcheng Evening News" (hereinafter referred to as "Golden Page") to Guangzhou readers in 1993. The "Golden Page" is organized by the Yangcheng Evening News Golden Sheep Advertising Company in charge of organizing, designing, producing, 8 editions, every Monday, Wednesday. Five (first every Friday, then every Wednesday, five or two times) is attached to Guangzhou subscribers, all advertising, the price is 30% lower than the original edition of Yangcheng Evening News.
【作者单位】：复旦大学新闻学院
【分类号】：G216

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