Since its founding, Xiaoxiang Morning Post has focused on the strategic upgrading of its brand appeal based on factors such as changes in the market environment, the requirements of the competitive landscape, and the current state of its own development. In 2001, the ad slogan: "Have you eaten breakfast, read the morning paper?
In 2001, when the Morning Post was founded, the famous comedian Dabing was invited to be the spokesman, and the slogan "Have you eaten breakfast?
In 2002, the ad slogan was "Morning Post: Earlier and Better"
In 2002, the Morning Post began to run wild. In terms of distribution, it began to push deeper and deeper. To ensure high-density coverage, the earliest listing and the first delivery to households, and accordingly, the ad slogan "Xiaoxiang Morning Post Earlier and Better" was launched. In that year, the circulation ranked first among similar media in Hunan.
In 2003, the slogan: "Influence is everywhere, authority is only in the hearts of the people"
In 2003, the decision-makers of the Morning Post put forward the concept of "new authoritative media", pointing out that "readers are the only criterion for testing authority". Under the readers' standard, regardless of the media's "origin", whether it is a party newspaper or a market newspaper, as long as it occupies the widest scale of readers and the highest quality readers' group, and has the widest influence, it is the local authoritative media. The "new authoritative media" campaign was launched, and the advertising slogan of "influence everywhere, authority only in the hearts of the people" has been y penetrated into the streets and alleys since then.
In 2004, the tagline was: "Influence the influential people"
In 2005, the tagline has been: "Influence Hunan"
The brand of Xiaoxiang Morning Post has been constantly enriched. Today's Morning Post, as the undisputed No. 1 paper in Hunan. News is the flowing life force of Morning Post. It has been the relentless pursuit of Xiaoxiang Morning Post as a mainstream media to y influence the region and the people it serves with its own reports, its own thinking, its own aesthetics, as well as the values and life it advocates, so as to reach the goal of promoting social progress. At the same time, the innovative spirit of Hunan culture, which has been passed down for thousands of years, has been prominently featured in Xiaoxiang Morning Post.
Both in terms of news gathering, which is the basis of the newspaper, and in terms of business management, Xiaoxiang Morning Post has always been at the forefront of the Chinese newspaper market. In the year it was founded, Xiaoxiang Morning Post won the praise of "Beijing China Times, South Xiaoxiang Morning Post" in the industry with its extraordinary performance. Since then, it has been awarded "National Advanced Unit of Local Newspaper Management", "Baidu China Urban Media Influential Media", China's most powerful media brand communication, the country's top ten innovative urban newspapers, the country's top ten most growing innovative media, the national evening paper, the top 30 urban newspapers and a series of honors. The company has been honored as one of the top 30 urban newspapers in China, and has been recognized as one of the top 30 urban newspapers in China. In terms of talents, Xiaoxiang Morning Post puts forward two directions of talent training for the newspaper: one is professional media person and the other is professional media business.
Professional media people include: reporters, editors and chief editors, etc.
Professional media businessmen include: distribution, advertising, administrative management and general managers, etc.
In many media, these two categories are heavily intertwined, and cadres are appointed with whatever transfer they want. Newspapers require all employees to develop according to the requirements of professionalism, all must be career design according to the requirements of professionalism. In practice, also strictly according to the standard division of professionalization, otherwise professionalism is an empty word.
In terms of brand building, the Xiaoxiang Morning Post has been operating the soon-to-be-born newspaper as a brand through recruitment and various advertisements even before its launch. As a result, before the newspaper even came out, the newspaper has already used the advertisement to offset back the equipment necessary for running the newspaper, such as cars, computers, air conditioners, etc., *** amounting to more than 12 million yuan. And these equipment brands are international and domestic first-class brands, such as IBM, Haier, Hisense, Founder, etc., such a brand is some mature newspapers can not be offset back. And in the three months after the newspaper was founded, the newspaper instead of going out to pull advertising, because at that time the circulation is less than other media, even if the advertisers for human considerations placed, or do not understand the placement, but the customer will know that the effect is not ideal, a vote may be a few years do not turn back. That's why Xiaoxiang Morning Post simply didn't pull ads at the beginning, and waited until its circulation exceeded that of other media, and the advertisement effect was guaranteed before it went into full swing. The density control of Xiaoxiang Morning Post's distribution area and the dynamic balance between the newspaper's distribution costs and advertising revenue are all carried out in accordance with economic laws and business principles.
As for management, Xiaoxiang Morning Post's management follows the path of specialization, and in the construction of the management system, it not only follows the practice of media management, but also draws on many management experiences such as hotel management, industrial management and capital management. For example, strict budgeting system, dynamic control of the whole process of cost, distribution logistics control system, up and down mutual control of advertising discounts, total control of human resources costs, centralized financial settlement and procedure system. Just to cite a few simple examples can be illustrated: for example, the newspaper's internal paper, must be used on both sides, and up and down the left and right without leaving the edge; for example, the newspaper's advertising discounts, there is no one who has the right to independently approve the advertisements listed in the publication of any discounts, must be handled by the operator reported to the director, the director reported to the Director of Advertising, the Director of Advertising reported to the Vice President of the division, the vice president in charge of the president of the division to the president of the approval. Without the president's approval, no one has the right to discounts, and the president can only approve discounts in the subordinates in accordance with the procedures reported on the discount application, but can not individually approve a discount to whom, and then the following staff to implement. This ensures a firm price system while eliminating irregularities.
In terms of business management, most are non-journalism majors who study business management or have experience in this area. Newspapers do not allow journalists to pull ads, distribution, and do not allow business people to engage in journalism. Newspapers are trying to establish professional news team at the same time, trying to establish professional management team. Because the competition faced by the newspaper will be not only domestic media, but also foreign media groups, and they have a great advantage in the professionalization of operation and modernization of management.
In terms of advertising management, Xiaoxiang Morning Post has always practiced the system of "industry division of labor, intensive cultivation," dividing all advertisements into 20 subsectors and setting up specialists in charge of the corresponding industries, as well as combining industries with similar characteristics into business divisions, and setting up a director to be in charge of them. This ensures that the business representatives are able to do a thorough job in the industry and become experts in the industry, thus establishing the authoritative position of the Morning Post's advertisements.
By the end of 2005, Xiaoxiang Morning Post had achieved a leading position in the market in 19 industries other than government announcements, especially in the real estate, pharmaceuticals, health care products and medical care, motor vehicles, commercial circulation and building materials, decoration and home furnishing industries, which are the pillars of the newspaper's advertisements, with a share of over 50 percent. 50 percent.
At the same time, Xiaoxiang Morning Post put forward the advanced concept of "digital management", established the only media research and monitoring organization among the provincial media, and set up an advertisement data information system and an advertisement influence evaluation system, which maximized the scientificity and accuracy of the advertisement management decision-making. 2002. Morning Post independently developed the Hunan Newspaper Media Advertising Research System, which is the first advertising research system created by the media itself in China. The system conducts statistical and quantitative analysis of all hard industrial and commercial advertisements of six comprehensive daily newspapers in Hunan, studies the characteristics of advertisements of various industries, products and brands, and the development trend of media advertisements, and forms a systematic report system of "Weekly Advertisement Monitoring Report", "Monthly Analysis Report of Advertisements of Hunan Newspapers" and "Annual Blue Book of Advertisements of Hunan Newspapers", which provides a scientific basis for advertisement management policies and scientific suggestions on advertisement placement for clients. It also provides scientific suggestions for clients' advertisements.
In 2005-2006, Xiaoxiang Morning Post's advertising operation was guided by the strategies of "planning first, service wins" and "brand value-added, activity creates momentum", and adhered to the advanced concepts of "refined management, digital operation". Under the guidance of the strategy of "planning first, service first", "brand value-added, activity momentum", and adhering to the advanced concepts of "refined management and digital operation", the newspaper has achieved a counter-trend surge against the overall decline in advertising business nationwide, further widening the gap with its competitors, and providing a solid foundation for the realization of the Morning Post's strategic leap forward in its business. The leaps and bounds in the distribution of Xiaoxiang Morning Post have provided a strong guarantee for the newspaper to carry out its work in a deeper and deeper direction, and have played an inestimable role in enhancing the authority and comprehensive influence of the newspaper.
The Xiaoxiang Morning Post was founded at the very beginning of the newspaper's publication, and has organized and implemented the community enclosure campaign, which takes Changsha as the core and Changzhutan as the center, and gradually radiates to the central cities of the province. Community Enclosure Campaign".
The distribution work of the Morning Post in the current period can be summarized as "five projects":
One is the "Second Ring Road Distribution Project", which comprehensively launches "Changde, Hengyang, Yiyang and Yueyang".
Third, the "issuance workflow, standardization and standardization project", which realized the micro-management of the issuance network system;
Fourth, the "comprehensive innovation project of management structure and management mechanism", which realized the "comprehensive innovation project of management structure and management mechanism". The fourth is the "comprehensive innovation project of management structure and management mechanism", which fully realizes "flat management", reduces the management level, strengthens the management of grass-roots distribution stations, and forms the real management synergy;
The fifth is the "in-depth into the life of the community project", which jumps out of the The fifth is the "deep into the community life project", jumping out of the distribution of the distribution, through the newspaper's integrated marketing of various communication resources, so that our distribution can really go deep into the community, deep into the community at all levels, a full range of impact on the lives of community residents.
Through the implementation of the "five projects", with the "summer offensive" and "fall subscription" activities, the morning paper orders significantly increase the gold content of the order structure is becoming more and more reasonable. The order structure is becoming more reasonable.
At the same time, Xiaoxiang Morning Post has carried out a number of distribution structure adjustments, and on the basis of consolidating the community's private subscription, it has realized a comprehensive coverage of the public subscription areas of party and governmental organs, large-scale enterprises, institutions of higher learning, and star-rated hotels. Establishing the brand through news and consolidating the brand through activities. Since its inception, the Morning Post has attached great importance to giving full play to the four-party resource advantages of the government, media, business, readers, and insisted on using unique activities to enhance the professional standard of the advertising industry at all levels, to create the most influential and market value of the industry's classic activities.
At the same time, the Morning Post focuses on assuming the responsibility of the authoritative media in the era, pays attention to the spiritual needs of the mainstream population, and realizes the watchfulness and responsibility for social responsibility by organizing a series of public welfare themed activities, which has won the general praise of the government, enterprises and the public.
Changsha Real Estate Fair
In 2004, Xiaoxiang Morning Post, which was founded only one year ago, hosted the Spring Real Estate Fair, and because of its new concepts and open-mindedness, the event achieved extraordinary results, becoming a classic example of unprecedented scale, multi-party ****win, and far-reaching influence, and setting the record for the best real estate fair turnover in the history of the event. Since then, Xiaoxiang Morning Post has been awarded the right to host the Changsha Real Estate Trade Show every year, which has greatly contributed to the vigorous development of Changsha's property market, ensured the Morning Post's leading position in the real estate industry, and created a well-known industry brand event in Hunan.
China (Changsha) International Automobile Exposition
The terminal penetration of influence on the automobile industry is also gradually realized through the hosting of large-scale, high-profile industry exhibition activities. 2004 successfully held the "Changsha International Famous Car Show", 2005, 2006, the Morning News In 2005 and 2006, Morning Post, together with Changsha Municipal Government and China Association of Automobile Manufacturers, upgraded the Famous Car Show to "2005 China (Changsha) International Automobile Expo", which set several "firsts in Central China" in terms of the number of exhibitors, exhibition area, number of visitors, sales performance, etc., and successfully created the only A-grade car show in Central China. It has successfully created the only A-class auto show in the central region, and become one of the conference and exhibition activities that have made important contributions to the economic development of Changsha. The industry considers it to be international vision, domestic first-class, and the best in central China."
"Read Xiaoxiang Morning Post and Drink Nanshan Milk"
In April and May of 2004, the nation was shocked by the incident of big-headed dolls caused by inferior milk powder. Xiaoxiang Morning Post paid attention to and reported on the incident, and at the same time, Yawei Dairy launched the "Read Xiaoxiang Morning Post, Drink Nanshan Milk" campaign on more than 600 indoor newsstands in Changsha at the same time. The "big head doll" news event and "read the newspaper to drink milk" together, this is the morning paper business initiative, but also concerned about people's livelihood, participate in the social welfare cause of the concrete examples. In July, as the most influential and brand-worthy new media in Hunan, Xiaoxiang Morning Post once again launched the "High-end Docking" campaign in conjunction with Changsha Mobile Communications Company, the most powerful company in Changsha. Through this campaign, Xiaoxiang Morning Post completely covered Changsha Mobile's Diamond Card and Gold Card customer base, realizing 100% coverage of high-end people. The Morning Post's influence has multiplied rapidly, and the new authoritative media path it has taken has become more and more expansive.
Yuhua Jili Concert
Every year at the beginning of the New Year, the Morning Post invites the most prestigious symphony orchestra in Europe to travel across the ocean and play a grand chapter, in order to give back to the support of friends from all walks of life, which has also become the practice of the Morning Post. To repay friends from all walks of life in the best way we can find is an important way for the Morning Post to operate in good faith, to move people with affection, and to establish a great newspaper style and authoritative brand.
"Influence Hunan, Rise of Central China" Hunan Consumer Market Research Report and Out-of-Province VIP Client Fellowship
In 2005, Xiaoxiang Morning Post made another innovative move by changing the usual mode of inviting guests to travel for the media clients' fellowship, and organizing the "Influence Hunan, Rise of Central China" for two consecutive years by organizing the "Influence Hunan, Rise of Central China" Hunan Consumer Market Research Report and Out-of-Province VIP Client Fellowship. By organizing the Hunan Consumption Market Research Report and Out-of-Province VIP Client Fellowship with the theme of "Influence Hunan, Rise of Central China" for two consecutive years, Xiaoxiang Morning Post tries to take up the responsibility of the media to provide strategic resources for the sustainable development of its clients and enterprises in various industries. The event cost a lot of money, organizing government authorities, domestic first-class professional academic institutions and China's senior research institutions, jointly produced an authoritative analysis of the Hunan market report - "Hunan Market White Paper 2005", "Hunan Market White Paper 2006", for the second consecutive year to provide the latest, the most objective, the most important systematic data on the Hunan market, through the experts on the market, the most objective, the most important data. For two consecutive years, the White Paper provides the most up-to-date, objective and systematic data on the Hunan market. Through the authoritative analysis and deconstruction of the market by the experts, the White Paper seeks to depict a digital, integrated and concrete consumer market in Hunan to provide a decision-making basis for the expansion of client enterprises in the Hunan market and a new and surging driving force for the prosperity of Hunan's economy.
The Four Waters Monument Campaign
On top of its industry activities, Xiaoxiang Morning Post is well aware of its own media responsibilities, and has taken a series of responsible actions for its hometown, which have successfully shaped and strengthened the image of Xiaoxiang Morning Post as a major mainstream newspaper. These have all become public service events that are well known to the people of Hunan. They have received much attention and praise from the government, readers, and the media both inside and outside the province.
In April 2005, on the occasion of the anniversary of the Morning Post's brand column "Geography of Hunan", readers were organized to erect a monument at the head of the four water sources of Hunan Capital and Yuan River, as a call for cherishing water sources and the environment.
The Xiangxiang Love School Aid Campaign
In September 2005, the Morning Post organized the "Xiangxiang Love School Aid Campaign", in which 1,380 people donated more than 1.5 million yuan to help 60 impoverished college freshmen.
"Sowing Green, Raising Abundance, and Giving Thanks to Xiaoxiang", the 4th Reader's Day of Xiaoxiang Morning Post
Every year on March 9, the anniversary of the founding of the newspaper, the Morning Post plans and launches a large-scale public welfare activity, and organizes the Reader's Day which lasts nearly a month, to reward the millions of readers.
In March 2005, the "Flying Green, Raising Abundance and Giving Thanks to Xiaoxiang", the fourth readers' festival of the Xiaoxiang Morning Post, a large-scale public welfare activity, set sail, the Morning Post rented four helicopters and scattered 10 million grains of wetland pine seeds in Zhongfang County of Huaihua City, Guidong County of Chenzhou City, Shimen County of Changde City, and Xinhua County of Loudi City, while renting a helicopter for the event. Wetland pine tree species, while renting a boat in the upper reaches of the four waters of Xiang, Zi, Yuan and Li to stock 1 million fish fry, in order to environmental protection charity thanks to the land of Xiaoxiang.
"Returning to Knowledge and Youth - Building a New Countryside" - The Fifth Reader's Festival of Xiaoxiang Morning Post
In March 2006, Xiaoxiang Morning Post once again launched the "Returning to Knowledge and Youth - Building a New Countryside" - The Fifth Reader's Festival of Xiaoxiang Morning Post, a large-scale public service event that mobilized the public to participate in the event. In March 2006, Xiaoxiang Morning Post once again launched the "Returning to the Zhiqing Point - Building a New Countryside", a large-scale public welfare activity for the Reader's Day, mobilizing the old Zhiqing, a new generation of intellectuals, a new generation of young people, the relevant municipal governments, and the general public to take joint actions and participate in the activity. The activity selected Yiyang Yuanjiang, Yongzhou Jiangyong, Liuyang Zhangfang, Yueyang Huarong, and Chenzhou Beihu as the points to help the intellectuals, raised 1 million yuan in donations, donated 30,000 books, and made efforts to do five practical things (building a hope elementary school, a rural highway, a vocational skills training base for farmers, a rural TV station, and a rural medical center) to turn the Morning Post's thanks to millions of readers into Readers for the vast rural areas of the feedback, the real promotion of the construction of new rural areas in Hunan, Hunan economic and social development process, by the government, readers and the province and outside the media counterparts of the keen attention and universal praise.
"Run with Hunan", the sixth reader's festival of Xiaoxiang Morning Post
In March 2007, when the Hunan Provincial Party Committee accelerated the economic integration of ChangZhuTan into a realistic planning stage, and on the occasion of the sixth reader's festival of Xiaoxiang Morning Post, Xiaoxiang Morning Post organized the linkage of the three cities of ChangZhuTan, and ran in a concentric manner. On behalf of the people of the three cities, the cohesive heart of the three cities across the geographical barrier; on behalf of the people of the three cities to seize the opportunity, unity and progress of the development of the heart; on behalf of the people of the three cities to break through the yesterday, the challenge of the future of the transcendence of the heart. With running, record and Hunan 210,000 square kilometers of land passion *** vibration; with running, tell and readers more than 2000 days and nights of life and ***; with running, ignite 67 million Xiang relatives rich people and strong province of ambition; with running, closer to the construction of a new industrialized city and lead the rise of the central dream ...... 2007 In 2007, the product structure of Xiaoxiang Morning Post has been extended from a single newspaper to periodicals and networks, with the establishment of Tennis Magazine, New Vision Magazine, Hunan Hengying Media Investment Company Limited, Shanghai Hengyi Advertising Company Limited, Hunan Hengxin Cultural Communication Company Limited, Hunan Hengtong Cultural Communication Company Limited, Hunan Hengjia Real Estate Consultant Agency Limited, and the successful strategic integration of Rediffusion.com. In 2006, the company also established Hunan Mobile Phone Newspaper and Xiaoxiang Mobile Phone Newspaper jointly with Hongwang and telecommunication operators, which further enriched the communication platform. Today's Xiaoxiang Morning Post is not only recognized by the market as the chief paper media in Hunan Province, but is also striving to become the preferred information provider for Hunan people all over the world, and is heading towards the development of the most influential cross-media group in Hunan.
China's newspaper industry is suffering from the double squeeze of advertising decline and loss of readers, and at the same time highlights its own operational sloppiness and a single means of communication defects. In the face of difficulties and problems, the Morning Post people have a profound and sober understanding, and are actively looking for ways to crack. Xiaoxiang Morning Post is determined to accelerate the pace of reform, relying on newspaper resources, develop media products, forging industry chain. For the newspaper, during the "11th Five-Year Plan" period, it will focus on seeking breakthroughs in the following six areas: influence and credibility first, establishing the authority of the Morning Post; market share and profit first, building the Morning Post industry; asset value-added and efficiency first, strengthening the Morning Post brand; learning and innovation first, setting up the Morning Post standard; new media technology and new forms first, optimizing the Morning Post communication; staff progress and optimization of the Morning Post. The morning paper's culture will be shaped by optimizing its communication; staff progress will be paramount. Sunday Xiaoxiang Morning Post is the Sunday edition of Xiaoxiang Morning Post.
Sunday Xiaoxiang Morning Post, investing unprecedented space and effort to create international, geographic, exploration, entertainment and fashion and lifestyle sections, is a regular edition of 24 quarto pages, with 3 stacks, i.e., Stack A (A1-8) Weekly World Newspaper, Stack B (B1-8) Weekly Cultural Newspaper, and Stack C (C1-8) Weekly Life Newspaper.
Sunday Xiaoxiang Morning Post aims to create another possibility for readers on weekends - a pleasant PARTY, a fun hike, a gorgeous SHOPPING. its reading feeling is exquisite, written and relaxing, emphasizing on tasteful pleasure, joyful contemplation, and contemplative elegance. Its visual temperament is elegant, sharp and simple. Sunday Morning Post is a weekly magazine dedicated only to joy, hope and dreams. ★ "Sunday Morning Post Weekly" - Hunan's chief city magazine. It is the first city magazine in Hunan province, and has become one of the strongest city media in China, compared with Shanghai's Shenjiang Service Guide, Beijing's Boutique Shopping Guide, and Guangzhou's Weekend Pictorial.
★"Encyclopedia for Middle School Students"--Hunan is the only magazine in China that has won the National Periodical Award, the highest honor in China's periodical industry
★"The Rainbow Cat and the Blue Rabbit"--The magazine has cooperated with top animation producers at home and abroad. The original hand-drawn cartoon magazine developed in cooperation with top animation producers at home and abroad
★Happy Elderly Newspaper - the first modern urban paper media in China that accurately positions the "life of happy elderly people"
★Happy Elderly Newspaper - the first modern urban paper media that accurately positions the "life of happy elderly people"
★Xiaoxiang Morning Post Mobile News - Hunan's first provincial cell phone newspaper, the strongest cell phone media platform
★Xiaoxiang Rolling News - Hunan's first multimedia broadcasting platform
★Red Net Media --Hunan Elevator News Center (Building Video)
★Xiaoxiang Morning Post Mobile Network--Hunan's local life information cell phone service platform
★Xiaoxiang Morning Post iphone/ipad News Reader