The Worry of Newly Created Periodicals in the Market

In the second year, China’s periodical market was very lively. One of its features was the appearance of a large number of new listings. Newly published in the market has activated the journal market and provided readers with a wider choice of options. However, it is not all joy to bring new entries into the market. Regarding only the amount of production, the recent information is that dealers across the country generally have poor sales of new anti-initiated journals, and readers still favor old journals that once delighted and acquainted them. It is often the case that new titles may sell a little more in the first and second periods, but the more passive they are to sell, the more passive they are. After careful analysis, there are concerns as follows:

First, the momentum of the establishment of the new publication continued to grow, and the periodical market became even more fierce. Competition was also fiercer. According to statistics from insiders, the number of new periodicals that entered the journal market in 2000 was more than 60, but more than 30 new periodicals were launched in the first month of 2001 to launch a storm of attacks on the periodical market, making the periodical market even more dazzling. However, if there is more than one new publication, once it is overtaken, it will not be so fresh. Therefore, despite the fact that the rally has been made very lively, the readers who have matured have responded to mediocrity, and because the original market space is very limited, it is difficult for new journals It is inevitable.

Second, the sales volume in the periodical market has actually been segmented, making it more difficult for newly-created journals to enter the market. The sales of China's periodicals market are, in a sense, actually a constant. In recent years, it has basically been divided by some major publications and traditional periodicals. Some powerful journals have already invested huge sums of money to establish an independent journal distribution network throughout the country, while other journals have vigorously opened up industry distribution channels or established direct sales teams. The market has already become a terminal. At the journal publishing seminar held in Beijing earlier this year, 107 new journals entered the market. Most of the sales results were flat, and more than 30 of them were almost unpaid. How to create sales channels for newly-created journals seems to have become a "bottleneck" problem.

The third is the publication of the new publication. Although the publicity has been done well, it is not uncommon for readers to buy. I often asked the sellers about the recent listing of new publications in newspaper and magazine booths in some large and medium-sized cities. However, the result was often more than shaking his head. This reflects our lack of business philosophy and outstanding marketing talent, or issuance of management channels and other issues. Therefore, to open the new magazine sales situation, we should start from some basic marketing management work.

Fourth, there are too many newly-created journals with duplicative content and lack of highlights. For a variety of reasons, there are not many unique creative ideas in the newly-created journals, and more is the deliberate imitation and follow-up of the original best-selling journals. Therefore, it is very easy to cause market positioning similarities and readers to resist spontaneously. For example, in 1999, there were 37 computer-only periodicals in China, and in 2001, the number of computer periodicals had grown to 89, which almost quadrupled. Repeated varieties, excess quantity, supply exceeds demand. It seems that if we do not fundamentally change this approach of convergence, blindly follow the trend, even if the newly-created journals do everything, it will be difficult to escape the catastrophe of falling sales.

Fifth, some new journals have yet to fully enter the market, and they use destructive prices as a killer. Some urgently new journals do not have the ability to do their homework, and they cannot endure loneliness. At the end, they don't hesitate to take the price of losing money at a loss. This move may cause chaos in current journal sales. In fact, there are indeed some new creative journals that are driven by the lack of market operation experience and knowledge, and are only trying to use the circulation volume as a brand, so they blindly lower the price and stimulate the readers. As a result, readers do not buy it. , It touches on the fact that it is almost impossible to make ends meet.

Sixthly, among the newly-created journals, there are also a few who are not good at attracting readers with their own unique styles and characteristics. They are not actively conducting careful research and planning of the journal's orientation, thereby tapping its own resources and expanding its reader market. But they cannot withstand the temptation and unreasonably package their own "new clothes", and some even blindly imitate foreign publications, and don't hesitate to dress in a "sweet fragrance" to please the reader with a luxurious, feminine attitude. The result is that it is far from the majority of readers, and it cannot form a mass interest, and it is thus left out by readers.

Seventh, there are a few common publications in the newly-created journals that have entered the market. Not long ago, the General Administration of Press and Publication ordered the suspension or warning of a number of newspapers and periodicals, many of which were new. For example, "Youth Campus" and "Sunny Boys and Girls" are all illegal journals. These publications surged into the market with rapid momentum, but they damaged the reputation of newly-created journals and hindered the healthy and orderly entry of newly-created journals into the market.

Eighth, the recognition and response of the newly created periodicals to the implementation of the trial period system for domestic periodicals and their impact needs to be improved. Specifically, it is necessary to speed up the rapid conversion of periodical turnover and operations to meet the competition needs of the Chinese periodical market, so that journals can survive in the market competition and eliminate the inferior, thereby encouraging Chinese periodicals to seek innovation and change. Because of this system, if a new periodical does not meet the standards set by the state during the trial period, it will be disqualified for continued publication. This is a heavy punishment. Now that the implementation of this will be disqualified from continuing publication, this is undoubtedly a heavy punishment. The time now required to implement this system is very close, because most new journals will enter this inspection period. Therefore, it is suggested that the newly established journals may take this opportunity to examine their journals carefully, whether they are up to standard and qualified in all aspects, and whether they have the right to continue to do it in good faith and do a better job with higher quality.