杂志的广告经营

• 作 者: 郑新安 王军
• 出 处: 招商周刊
• 发表日期: 2004年17期
• 关键词: 媒体计划 活动营销 创意表现 强势媒体 口碑相传 销售与市场 产品类型 个人负责 同质化程度 实体产品

广告是厂家推销产品的一种手段。而对于杂志来说,广告是它得以盈利的主要产品,如何经营这个产品成为杂志经营的核心问题。首先要清洗头脑,把广告当成一个产品来经营,质量是一个好产品的基础,而品牌属性则为产品的利润打开了更大的空间。笔者还认为,进一步讲,从杂志社经营的角度,办刊物是为了卖内容吗?不是。广告才是杂志的主要产品,内容只是杂志产品的一部分,甚至可以说,是为卖出广告并卖个好价钱而服务的一种手段。

Advertising is a means of marketing products by manufacturers. For magazines, advertising is its main product profitable, how to run this product has become the core issue of the magazine. First of all, to clean the mind, the ads as a product to operate, the quality is the basis of a good product, and brand attributes for product profits opened up more room. I also think that further, speaking from the magazine’s management point of view, the publication is to sell the content? Not. Advertising is the magazine’s main product, the content is only part of the magazine product, and can even be said that it is a means of selling advertising and selling a good price and service.