Secondary sales of newspapers: the secondary sales of newspapers refer to the first sales of newspapers to readers, who buy information. What is sold this time is the effectiveness of information, and the foothold is circulation. The second sale sells readers to advertisers, and advertisers buy readers' attention. The foothold of this sale is the advertising volume. In the operation of newspapers, if the income from "secondary sales" (advertising income) can effectively make up for the losses caused by negative pricing, then newspapers can operate normally and develop healthily. The "secondary sale" of newspapers is a typical "attention economy". It converts readers' reading time and attention into advertising space and sells it to advertisers or advertisers. Advertising space is valuable because it gathers consumers' "attention resources". Therefore, the greater the circulation of a newspaper, the more attention it attracts, the higher the price of "secondary sale" and the richer the advertising revenue. However, before the newspaper is sold, especially when the retail price of the newspaper is set, we cannot effectively count the specific circulation. The only basis is the number of newspaper subscriptions. Therefore, the number of newspaper subscriptions has become an important basis for us to analyze the value of newspaper "secondary sales" and the advertising revenue it brings. Case analysis: Case 1: The circulation of the British daily Tribune before it was closed was 1.5 million. How could such a large circulation fail? A: Its readers are older, their social and economic status is lower, and their attention cannot be directly translated into effective purchasing power. Case 2: Why are there more programs for teenagers than for children, and more programs for children than for the elderly? A: With limited channel resources, TV stations prefer groups with stronger purchasing power. Case 3: Characteristic newspapers, such as financial, IT, fashion, sports and other professional newspapers, have great advertising value. To measure the value of these newspapers, we can't judge them simply by reading volume and circulation, because they have a special readership, usually three high groups with high education, high income and high position, and their purchasing power is actually very strong. Research method: initial customer positioning method: first set customers, and then find audiences. It is generally believed that advertising positioning follows audience positioning. If there is an audience, choose the corresponding type of advertisement, and the corresponding type of advertiser will come to the door. According to the theory of secondary sales, if you want to get higher economic benefits from secondary sales, it should be the other way around, that is, find advertisers first, and then make media according to demand. Positioning principle: 1 The media has two kinds of customers, one is the advertiser and the other is the audience. The focus of media competition has been and is shifting from adapting to audiences to creating audiences, cultivating markets and creating markets. 3 when the original positioning audience is no longer conducive to media revenue, that is, repositioning the audience. This is not a denial of the principle of consumer-oriented positioning, but a new development of it. After the new audience positioning is completed, the media in the audience's mind should still be positioned and marketed around the new audience. The profit model of the media industry is very different from that of the general industry, and the existing positioning marketing theory does not pay attention to this feature, which is a limitation. The initial positioning of customers is based on the duality principle of media management, which is suitable for media with secondary sales as the main profit model. In particular, this positioning method must be combined with the positioning method of founding purpose and audience orientation, otherwise it will violate the principle of social benefit first. Introducing general marketing principles into the special field of media management has a moderate and applicable problem.
Connotation of delivery value:
The concept of customer delivered value provides a comprehensive analysis idea for the business direction of enterprises.
First of all, if enterprises want their products to be accepted by customers, they must improve production management and operation in an all-round, whole-process and deep-seated way. The improvement of enterprise performance is not the result of behavior, but the function of various behaviors. In the past, we emphasized that marketing only focused on some specific operational factors such as products, prices, distribution and promotion, but the realization of customer value included not only material factors, but also non-material factors. We should not only improve the management level, but also adapt to market changes in management.
Secondly, creating good overall customer value in production and operation is only the premise for enterprises to gain competitive advantage and successful operation. An enterprise should not only pay attention to creating value, but also pay attention to all the costs that consumers pour into buying goods and services. When buying goods and services, customers always want to minimize the related costs, including money, time, energy and spirit, and hope to get more practical benefits from them.
Therefore, enterprises must also reduce monetary and non-monetary costs by reducing production and sales costs and reducing the time, energy and spiritual consumption of customers to buy goods.
Obviously, fully understanding the meaning of customer delivered value is of great significance for guiding industrial and commercial enterprises to comprehensively design and evaluate the value of their products in market operation, so that customers can get the greatest satisfaction and then improve their competitiveness.