Luo Weiming continued: "These mini TV magazines are called TV books. 'Mini' means that they are smaller than ordinary magazines. 'Book' means that magazines literalize TV series, and reading magazines is like reading novels. TV books are all weekly magazines, about 5 or 60 pages, with color pages inserted in the middle. In the past, the price was 1 Hong Kong dollar, but now they have basically increased the price. "Hong Kong TV", "TV Weekly", "Yu Lang TV", "Big TV" 2 Hong Kong dollars per book, "Gold TV" 1 yuan per book, while "Silver TV" and "Mass TV" are slightly higher, and "2.5 yuan per book."

Among these TV magazines, Yulang TV is known as the "comprehensive TV magazine with the richest content", and "New TV" is marked as "authoritative TV entertainment weekly". Like "Hong Kong TV" and "TV Weekly", it is classified as a category with better sales.

In fact, this is a common problem in magazines in the 1970s. Most entertainment magazines are named "TV". In other words, in the craziest days of TV, everyone was "TV books". When the craze subsided, they all returned to their jobs - reporting on the entertainment industry and digging out the gossip about celebrities.

Listening to Luo Weiming's narration, Zhang Shaoping finally got to know these various "TV" magazines.

Hong Kong's entertainment magazines are roughly divided into two categories: gossip magazines and film and television magazines.

The originator of gossip magazines was Ming Pao Weekly. Before that, the main function of weekly magazines was to publish novels, and all magazines that did not publish novels were lost, such as "New Youth", "Weekly Weekly", "Weekly Pictorial", etc. At that time, all newspapers had a large number of entertainment editions, with a large number of pages, which could be rich in pictures and texts. However, the entertainment edition of Ming Pao was not only short, but also lacked pictures, and has been criticized. As an editor, Lei Pi had a sudden emergence and wrote insider articles to expose the "foundation" of film and television celebrities.

At that time, everyone in the circle was stunned, and the newspaper industry and cultural circle were also stunned, because the newspaper's entertainment page only published positive reports and pictures, and every film and television star was perfect. After being stabbed by Lei Pi, everyone realized that the private life of celebrities was so corrupt, they were mistresses, worshiped money, fought *, unspoken rules, dinner parties, as long as you could imagine it, it would definitely happen.

This is normal. Readers who like to watch entertainment versions have read too many positive news reports, which obviously fails to satisfy their gossip. In fact, it is not only ordinary readers, but also people in the film and drama circles are rushing to rumor.

Ming Pao Weekly has started this, and there are naturally many imitators. Therefore, Hong Kong Weekly, Qing Fresh Weekly, Oriental New Land, and New Knowledge Weekly came into being and joined the army of robbing money. Especially, New Knowledge Weekly, which is known as "the inside story of the news, and everything is said". He really dares to speak out. In addition to the erotic photos, editor-in-chief Li Yushi dares to reveal even the inside story of the lame hero, and he can be called the king of gossip.

It is hard for anyone to think that in the late 1960s and early 1970s, the sales volume of "New Knowledge Weekly" per issue exceeded 100,000 copies. You should know that businessmen at that time did not like to advertise in magazines, so the profit of magazines depends entirely on sales. What is most speechless is that audiences at that time like to watch Western films, and even think that those who watch local Hong Kong films are second-class audiences. On the contrary, Hong Kong films are very popular in Southeast Asia, and most of the sales venues of magazines are in Southeast Asia.

Before the rise of gossip magazines, all film and television magazines were affiliated with film and television companies, and they existed as corporate publicity magazines, losing money to gain publicity. For example, "Hong Kong TV" and "Liude TV" were all founded by TV stations to promote their own programs and boast about their artists, with positive themes.

There are too many positive praises and lack of fair criticism of the program, so it is naturally not pleasing. Global Publishing House, which founded "New Knowledge Weekly", immediately launched "New TV" and used the original insider's set to expose the gossip news of artists, making TV Weekly readers feel addicted.

In addition, "New TV" not only publishes two TV programs, but also reports on the artist's updates. The most important thing is to make fair praise and criticism of the two TV programs. Therefore, readers can see the news about the two TVs and see reasonable criticism of the programs after buying "New TV".

After "New TV" opened up a new path, publishing houses were happy to see the hunt and followed. It happened that TV was popular at that time, and everyone watched TV. In addition, Jiayi TV opened the station, and there were more places to leak information. So, Mingpao Group fired its first shot and published "Golden TV", followed by "Yulang TV", "Popular TV" and others scrambled for food.

Gossip magazines and film and television magazines are different. The inside information of the former is mostly rumor, tracking and shooting, leaking information from insiders, malicious slander, etc., which are relatively bad; while the latter is just the opposite. The inside information is mostly about the film artists who reveal their own feelings, tell the past, and reveal the inside story. The magazine and celebrities have a cooperative relationship.

Luo Weiming sipped the tea and said, "Everyone, you should be familiar with these magazines and have dealt with them a lot before. On the market, magazines that can sell hot-selling are either entertainment magazines or fashion magazines. Magazines that can stand out from many magazines must have their own unique highlights and have a large number of stable readers. We should draw on their points and strengthen the readability and viewability of our magazines. If Hong Kong Weekly could sell 150,000 copies 10 years ago, we would have no reason to stop at 100,000 copies!"

"Smack!"

Zhang Shaoping sincerely clapped Luo Weiming and praised: "It's well said and analyzed well! Manager Luo and his colleagues in the Market Research Department did not disappoint us. They have done a lot of effort in the Hong Kong magazine market. The summarized information and analysis can give us a more intuitive understanding of the current situation and selling points of each magazine!"

The sales of "New TV" in Hong Kong once exceeded 150,000 copies. What does this mean? Even the first-selling Oriental Daily is not as good as it.

Today, although Hong Kong TV has regained its first sales title due to the rise of wireless, "New TV" and "Yulang TV" as a third-party TV magazine still firmly occupy the second and third place with their unique perspectives, closely behind "Hong Kong TV".

Cen Jianxun said: "Our magazines are relatively entertaining, interactive and readable, but they are not gossipy enough. For example, if there is no insider information, it will not attract people's attention."

Chen Fengsheng frowned and said, "I think the price factor will affect people's desire to buy. When Hong Kong TV was popular, the sales volume reached 100,000 copies, while New TV was only 30,000 copies and "Li De TV" was 20,000 copies. However, Hong Kong TV thought it had made less, so it raised the price of 50 cents to 1 yuan, while New TV was still selling 50 cents, which suddenly snatched half of the readers of Hong Kong TV. After that, the sales volume continued to rise, exceeding 150,000 copies. It can be seen how much the price impact will be."

"But our TV Age comes from a bimonthly magazine, and all these TV magazines are weekly magazines, 2 Hong Kong dollars per book, and in two weeks, there are 4 yuan. Our magazines use large pages, high-end paper, and full-color printing, and each book is sold for 5.5 Hong Kong dollars. Excluding printing fees, author editing fees, and pen replenishment fees, there is basically no surplus. We rely solely on advertising fees to maintain it." Deng Xiaoyu said.

“Since we rely solely on advertising fees to make profits, why not expand the ad inserts?”

Liu Tianlan suddenly took over the conversation and attracted everyone's attention. She smiled and said, "When I was in Vancouver, I read a lot of foreign magazines, such as Fortune magazine. Its advertisements are no less than 40 pages each time, and most of them even have more than 60 pages. This is entirely profitable by advertising fees and supplementing the cost of the magazine."

Chen Yumei also said: "I agree with Lanlan's statement. None of the current magazines make money by selling them themselves, but are interdependent with advertising companies. When I was an editor at Sisters, I often put advertisements on cosmetics, beauty liquids, and clothing."

"Sisters" is known as "a comprehensive publication for fashion, beauty, housekeeping, novels, film and dramas, and singing". It has a large market share. Companies who want to advertise are lined up, and they all squeeze in.

Fashion magazines are generally divided into two categories: women's magazines and men's magazines. In addition to "Sisters", there is also "Women", while men's magazines are funny, and they are directly rén magazines. There is currently no more successful fashion magazines in Hong Kong that are exclusive to men.

It is said that the top-selling magazine "***" is a trick of "New Knowledge Weekly" to add naked women to blackmail. The two tricks of society directly create miracles.

Chen Guanzhong also nodded and said, "We should indeed pay more attention to advertising revenue."

"Okay, I'll vote for it too." Cen Jianxun followed the crowd without any qualities.

Zhang Shaoping asked: "What should I do if the price of that magazine is not going to be reduced, are you?"

Luo Weiming shook his head and said, "No need."

"The new "K-100 Pictorial" released last year is priced at 5 yuan per book, which is only 50 cents away from our Times Magazine. Except for the paper quality similar to ours and the full color printing, the content and design are completely incomparable. It can be sold for 5 yuan, but it is not expensive for us to sell for 5.5 yuan."

The "k-100 Pictorial" mentioned by Luo Weiming, once it was launched, its sales volume continued to rise, and the cover directly printed words such as "all color fine prints, the latest TV Pictorial".

Chen Guanzhong smiled and said, "Manager Luo is right. We don't have to lower the price at all. We just need to increase the content of the magazine. Other TV magazines are from weekly magazines. The advertising effect is only 7 days, while our magazines are 15 days. We can increase the advertising volume while increasing the advertising fee. For example, when the advertisements are offered for 50,000 yuan on "New TV", we call them 75,000 or 80,000 yuan. I think advertisers will make the right choices for 100,000 yuan in 14 days of advertising time and 80,000 yuan in continuous advertising time."

Everyone laughed when they heard this, right? If you choose the former, the advertising effect will be interrupted, while the latter will continue. Because, readers who buy one issue of the magazine may not buy the second issue of the magazine, and the effect of the advertisement will naturally not be obvious. Of course, there will be a situation where anyone who buys a magazine, no matter if they buy one issue, two issues or more issues, will be moved by the advertisement.

But, is this possible?

You should know that advertising needs to be continuously delivered to produce effects.

When selling advertisements on TV, it only takes a moment to pass, and it is difficult to explain the strengths of the products as much as possible. Magazine just makes up for this flaw, and its exquisite printing is not available in newspapers, and it can completely take into account the bright and dazzling advertisements.

Qiu Shiwen laughed and suddenly reminded: "But our "Movie Age" comes from a weekly magazine. Although the price of 5.5 yuan is lower than other movie magazines, it is published too frequently, which exceeds the psychological endurance of most readers. If you want to buy every issue of the magazine, they have to spend several times more than "Chinese and Foreign Films" and "Silver World". In the long run, they will feel that they are in vain. However, if you don't buy every issue, it means that we do not have a stable and loyal readership group and sales cannot be guaranteed."

Zhang Shaoping rubbed his face and said, "After you said that, I realized that the trouble is getting too big. I didn't think it carefully before!"

Chen Baisheng suggested: "Why should we reduce the price? For example, to 4.5 yuan?"

Luo Weiming said: "You can't reduce it. Once it's reduced, it's difficult to improve it again! The only way is to change the publishing cycle, just like "TV Age", it's all a half-monthly magazine. Actually, I think it's better not to go abroad for the publication cycle. It's definitely true that we should produce high-quality products in a slow way. If we are shoddy to rush to publish, it's not worth the money."

Chen Guanzhong thought for a while and said, "Let's take a look first. When the information from mainland China, Taiwan, Japan, South Korea, Southeast Asia and other places is feedbacked, we will make adjustments based on the actual situation."

"Yes." Zhang Shaoping nodded, "What should you do? You experts, just make your own ideas and make your decisions."

Cen Jianxun said: "The price and publishing cycle have been finished. Let me talk about it back to the topic just now. Our magazine is indeed not gossipy enough. If we don't say it is better than Ming Pao Weekly and Dongfang New Land, we have to at least look at it with "New TV"?"

"Gogle is a double-edged knife that will cut yourself and others. Be careful! After all, we are just magazines, not people who take lives. If it is too much, the reputation in the circle will be bad, and it will not be worth the loss." Liu Tianlan said.

Deng Xiaoyu said: "Tianlan is right, we don't need to do anything! Let's do it like this, learn "New TV" and "Yulang TV" and interview artists. If you are willing to say it, we will open a column and make a special."

Zhang Shaoping heard this and patted his forehead and said, "If you don't say it, I almost forgot it! When we make magazines, we must contact readers more and ask them for their impressions, so that they can give them some opinions. By the way, starting from the next issue, we will directly open a section in the 'Reader Interaction' column to ask readers to tell them what they are not satisfied with the magazine and need to improve. For example, increase color pages, add inserts, add more celebrity photos, columns, specials, etc. If necessary, we should do it."

"The prize-winning activities should also be added, which can arouse everyone's desire to buy." Qiu Shiwen mentioned one point.

"Well, you can add it in the 'Reader Interaction' column. Prizes can be personal belongings, signature photos, or prize movie tickets or the like." Chen Guanzhong said with a smile.
Chapter completed!