Weifang daily text and light communication

From May 13, the large-scale advertising information media "Wenguang Communication" sponsored by Weifang Daily will be changed from once a week to twice a week, so as to build Weifang's advertising information media carrier, further boost Weifang's urban economic development and provide all-round services for enterprises and the public.

Since its founding on September 26th, 2007, Wenguang Communication has rapidly developed into a brand information media with strong influence in Weifang with its precise positioning, unique newspaper style, rich information advertising information and creative planning. In order to meet the needs of the rapid development of cultural and optical communication, and according to the strong demands of readers and advertisers, from Tuesday, May 13, cultural and optical communication will be changed from once a week to twice (Tuesday and Friday). After the revision, Wenguang Communication will continue to adhere to the purpose of "boosting urban economy and serving enterprises and the public", highlight the timeliness of advertising information release, pay more attention to the integration, creativity and planning of advertising information, strengthen the service awareness for advertisers, and make every effort to create a high-quality service and a powerful media platform for Wenguang Communication to fully serve the majority of advertisers. At present, all the preparations before the publication of Wenguang Newsletter are ready.

(Ji Zhe)

Wenguang Newsletter will be published twice a week instead.

From May 13, the large-scale advertising information media "Wenguang Communication" sponsored by Weifang Daily will be changed from once a week to twice a week, so as to build Weifang's advertising information media carrier, further boost Weifang's urban economic development and provide all-round services for enterprises and the public.

Since its founding on September 26th, 2007, Wenguang Communication has rapidly developed into a brand information media with strong influence in Weifang with its precise positioning, unique newspaper style, rich information advertising information and creative planning. In order to meet the needs of the rapid development of cultural and optical communication, and according to the strong demands of readers and advertisers, from Tuesday, May 13, cultural and optical communication will be changed from once a week to twice (Tuesday and Friday). After the revision, Wenguang Communication will continue to adhere to the purpose of "boosting urban economy and serving enterprises and the public", highlight the timeliness of advertising information release, pay more attention to the integration, creativity and planning of advertising information, strengthen the service awareness for advertisers, and make every effort to create a high-quality service and a powerful media platform for Wenguang Communication to fully serve the majority of advertisers. At present, all the preparations before the publication of Wenguang Newsletter are ready.

(Ji Zhe)

Since April last year, the new leadership of Weifang Daily has carried out a comprehensive and drastic reform, which has caused a shock in the Shandong press. From editing business to management and personnel distribution system, the reform efforts are great, which can be described as "earth-shaking". A year and a half have passed, and the fruits of the reform have all appeared. What do you think is the most effective reform?

Keep vitality forever: reforming news business and improving the quality of running a newspaper are the starting point and the end result of the comprehensive reform of Weifang Daily. Now it seems that this reform is also the most effective.

To put it bluntly, running a newspaper is like a master cooking. If readers are provided with the same food every day for a long time, readers will definitely get bored. Therefore, reform and innovation should be the endless pursuit of a newspaper. Before the reform, the publishing styles of Weifang Daily and Weifang Evening News remained unchanged for many years. With the increasingly fierce competition in the newspaper industry and the increasing demand of readers, we believe that in order to survive and develop, newspapers must seize the opportunity, establish brand-new ideas and innovate the mode of running newspapers. To this end, the new Party Committee has determined the idea of running a newspaper with strong news and distinctive characteristics, and comprehensively improved the quality of running a newspaper and the guidance of public opinion. Strong news reporting is to make the newspaper return to the news standard, give full play to its functions, report international, domestic and local news events in time, and meet the fundamental needs of readers. Starting from the basic attributes of local party newspapers, according to the characteristics of party newspapers, we should establish our own personality and characteristics, build core competitiveness and improve public opinion orientation. Be a good mouthpiece to convey government orders and information, a good link between party committees and governments and the masses, and a good mentor and friend to readers; Highlight the orientation, news, readability, entertainment, service, openness and foresight, and strive to run a newspaper with level, taste and level to satisfy the leaders, society and readers.

Reporter: Can you elaborate on what changes the reform has brought to newspapers?

Eternal life: We take the change and expansion of the edition as the starting point to improve the quality of the newspaper. In terms of content, according to the purpose of strengthening news and running newspapers, to adapt to market requirements and readers' needs, strengthen original news, local news and people's livelihood news; In layout design, the layout is mainly horizontal, adopting the internationally popular thin newspaper type, increasing the proportion of pictures and printing in full color to comprehensively enhance the visual impact of the layout; In terms of layout, Weifang Daily increased from 48 pages to 52 pages per week, and Weifang Evening News increased from 192 pages per week to 280 pages. Weifang Daily A is positioned as a political and economic newspaper, which is to publicize the principles and policies of the municipal party committee and government quickly, accurately and comprehensively from the overall situation of the city's economic and social development through careful planning. Version B is a cultural package, which increases knowledge, interest and readability and highlights the service function of newspapers. Weifang Evening News should be a news boutique supermarket, a life encyclopedia and an information service center.

The revision, expansion and full colorization of these two newspapers are in one step. Weifang Daily changed the headline pattern in the past 22 years, and Weifang Evening News changed the headline pattern in the past 12, all of which adopted the most popular banner headlines in the current newspaper industry, completely changing the image of the old local tabloids. Readers report that the daily newspaper has become atmospheric and the evening paper has become witty. Not only that, we have also increased the layout and information, further improving the function of the newspaper.

Last year, June+10, 5438, just a few days after its publication, the newspaper was well received by leaders, readers and all walks of life. The retail volume of the Evening News in the urban area has increased by 20%, and some advertisers in the industrial and commercial, medical and service industries have taken the initiative to come to the door and asked for advertising. After the revision and expansion, we constantly innovated and improved the contents of Weifang Daily and Weifang Evening News, and the closeness and service of newspapers became more and more prominent, which received good social and economic benefits.

■ Agency system invigorates advertising resources

Reporter: The reform of newspapers has brought vitality and vigor to newspapers, and the reform of advertising management has also achieved great results. Your advertising agency system is "unique" in Shandong local newspapers. Why should the agency system be implemented? How exactly does it work? Please talk about this situation.

Eternal Life: Advertising management is the main economic source and important economic pillar of Weifang Daily. For a long time, the advertising management of Weifang Daily has implemented the internal contract system, which has played a positive role for a period of time. However, with the improvement of marketization, this mechanism is increasingly unsuitable for the needs of market development, and its disadvantages are increasingly exposed. It is characterized by chaotic internal management, chaotic operation, bargaining and constant internal friction, which not only makes it difficult to provide strong financial support for the newspaper, but also affects its development. On the basis of summing up the past experience and lessons, we believe that advertising management must take the road of market operation, establish an operating mechanism that is compatible with the modern enterprise system and the laws of market economy, determine the general idea of "one push and two publicity, separation of powers and checks and balances, dynamic management and full supervision", and decide to cancel the internal contract system and fully implement the agency system.

The newspaper reorganized, optimized, rationally allocated and standardized the advertising market resources. Divided into ten major industries, re-approved advertising prices, open bidding for the society. After the announcement by various media, many powerful advertising companies and newspaper advertising operators inside and outside the province enthusiastically signed up and participated in the bidding. On July 22nd last year, we held a bidding meeting for advertising agency in Weifang Oriental Hotel. On July 3 1, this newspaper formally signed an advertising agency contract with the agency and relevant personnel, and issued a power of attorney. From August 2006 to August 2007, the amount of advertising agency reached 52 million yuan, which achieved a historic breakthrough in the advertising business of Weifang Daily. From August 2007 to August 2008, the amount of advertising agency has also been signed, with a total amount of 6,654,380,000 yuan.

Reporter: Will outsourcing all the main economic sources of the newspaper in the form of agency damage the newspaper's own operating ability? How to avoid risks?

Eternal life: It should be better understood that the agency system has changed the role of newspapers in business: from commercial advertisements in the past to management advertisements, and from business subjects to management subjects. Our advertising department is now responsible for management and service, specifically responsible for industry division, price determination, first edition advertising, first draft preparation, contract management, accepting complaints and so on.

Now, the agency system is successful, which has aroused the enthusiasm of all parties, completely reversed the passive situation of overlapping business scope, constant internal friction, chaotic management and poor supervision in the past, not only provided strong financial support for the comprehensive reform of the newspaper, but also laid a good material foundation for making Weifang Daily bigger and stronger.

We have adopted stricter measures on how to avoid risks this year. In the advertising agency work from August 2007 to August 2008, we re-divided the past 10 industry into 22 industries. By reducing the operating industries and subdividing the advertising market, we minimized the entry threshold and avoided risks. At the same time, we will pay the agency fee for next month to ensure that the advertising fee is in place in time. In addition, we have established an early warning mechanism to deal with advertising risks at any time.

Reporter: Is this advertising business model universal? How long can its superior performance last?

Eternal Life: The advertising agency system is only an operation mode under the current conditions, and it is the most suitable choice for Weifang Daily. Everything is changing, just like the household contract responsibility system, which was the best choice at that time, but with the development of productive forces, it will also show some disadvantages and need reform. The ideal advertising business model in the future should be that the advertising part is stripped off as the authorization of state-owned assets and operated in the form of joint-stock system or joint-stock cooperation. Just like some large foreign newspapers, such as Yomiuri Shimbun, newspapers provide advertising platforms, and several large companies operate advertisements. Newspapers just need to concentrate on producing good newspapers.

■ Leap-forward adjustment of newspaper structure

Reporter: Talking with the comrades in the newspaper, I learned that Weifang Daily has made great moves in the newspaper structure this year. Please introduce the specific situation.

Immortality: This year can be said to be a breakthrough year for the development of Weifang Daily. We have tried to jointly run newspapers, news websites, DM newspapers and mobile newspapers in different places.

First, co-founded a weekly magazine in Beijing. Together with the popular science newspaper under the Science and Technology Daily, the popular science newspaper Life Weekly was founded in Beijing. The establishment of weekly magazine is completely market-oriented, and the two parties formally signed the contract on July 10. At present, the operation of the weekly magazine has entered a substantive stage, the staff has been stationed in Beijing, and all the work is being carried out in an orderly manner, which will be officially published in 10.

The second is to strengthen the peninsula newspaper alliance. This year, we jointly organized a special edition of Today's Peninsula with newspapers in Qingdao, Rizhao, Weihai, Yantai, Zibo and Dongying, and established a unified editing platform to open news resources equally and make the best use of existing resources. The special edition was released together in seven cities, which had a wide influence.

Third, rebuild Weifang News Network. This year, the Municipal Party Committee put Weifang News Network under our construction management. We have made a comprehensive plan for Weifang News Network and increased capital investment. By the newspaper, city investment company, Huaguang phototypesetting company joint venture, to build a first-class large-scale news portal in Weifang, the newspaper holds a large number of shares. At present, Weifang News Network has moved to the newspaper office building, infrastructure construction and personnel recruitment have started, the first board meeting has been held, and the website 10 will be officially launched.

The fourth is to publish "Shandong Wenguang Communication". This is in response to our competition in the low-end advertising market in Weifang. Shandong Wenguang Media has the registration number of the Provincial Administration for Industry and Commerce, and its content is positioned as advertising feature and business newspaper style. Its operation mode adopts market management and enterprise management. This newspaper will be published at the end of September.

Fifth, set up a mobile newspaper. This year, we have joined forces with Weifang Mobile Communication Company to make full use of their respective advantages, effectively integrate the news resources of newspapers with the unlimited network and customer resources of communication companies, and jointly launch a novel and fashionable "fifth media" mobile newspaper to provide people with colorful "handheld" news information services, and strive to build a new media brand with wide influence.

Reporter: From your introduction, I obviously feel the sense of urgency and responsibility for the innovation and development of Weifang Daily, and there is really a spirit of seizing every minute. Entering so many new fields at the same time is also a great challenge for newspapers. Why do you have to face so many challenges at the same time?

Immortality: the opportunity of reform and development should not be missed. For a long time, Weifang Daily has been a newspaper structure of two newspapers. Its life is "leisure", but it is not "leisure". The backward concept of newspaper development makes newspapers in a backward state of development. In fact, some things we are doing now should have been done long ago. Now let's make up lessons and new lessons together. Only by catching up and rapidly expanding ourselves can we have a chance to survive and develop.

Moreover, local party newspapers are at the grassroots level in China's newspaper industry, and should not sit idly by and look up to the sky and be arrogant; Don't underestimate yourself, settle for a corner. We should have a sense of crisis, stay in the fierce competition of the newspaper industry, take the initiative to meet the challenges and enhance our development strength. For example, why do we go to Beijing to run a newspaper? Because Weifang is so big and the development space is limited, we have to go out and look outside, "looking for food outside the bowl." Some people think that running a newspaper in Beijing is too risky, but I think it is because of the fierce competition there that we should go there to temper and feel. Dare to accept the challenge, seize the beach in Beijing market and March into the most competitive place.

Therefore, the significance of running a newspaper in Beijing is not only to gain some gains in newspaper management and influence, but also to bring competition awareness and development ideas to newspaper employees.

■ Only cowards are afraid of competition.

Reporter: As you just said, the competition in the newspaper industry is becoming more and more fierce, and the war even reached the door of the local newspaper office. It is understood that more than a dozen foreign newspapers have entered the Weifang newspaper market to compete. How to treat this phenomenon?

Immortality: My first attitude towards competition is to welcome with both hands and even thank my competitors. There is a simple reason. Only competition can bring vitality, and only cowards are afraid of competition. First of all, competition can stimulate and enhance the crisis awareness, competition awareness and development awareness of our newspaper staff, and improve their quality, newspaper running level and business ability; Secondly, competition can also activate the newspaper market, expand the market and tap more market potential; Third, it is a good thing that everyone came to Weifang to run a newspaper and certainly publicized Weifang. However, the market needs competition and the game needs rules. This kind of competition should be orderly and benign. Everyone can reach a tacit understanding and win-win cooperation, which is the most ideal competitive state. Vicious competition has done great harm to the newspaper market, and we don't want to see this situation.

In short, the combination is win-win, and the fight is both lost. I also hope that other media in Weifang can realize this.

Reporter: What do you think is the biggest problem facing the development of local newspapers now?

To live forever: one is the competition mentioned above. The other is the problem of talents. Local newspapers lack high-quality talents. With the rapid development of newspaper business, I deeply feel that my own quality is the biggest obstacle to my own development. Specifically, there are four kinds of weak consciousness in personnel: weak sense of crisis, weak sense of responsibility, weak sense of overall situation and weak sense of innovation.

In the final analysis, the competition of newspaper industry is the competition of talents. Since the comprehensive reform last year, newspapers have also made some efforts to strengthen the quality of personnel. For example, in view of the aging knowledge, poor knowledge, poor ability and low level of editors, the newspaper party Committee has strengthened the study and training of editors' news business. The newspaper made a detailed training plan, held lectures and seminars, and conducted intensive training for journalists and editors. We also encourage cadres and workers to participate in and apply for professional training and on-the-job academic education commensurate with their jobs and in line with the development needs of newspapers, and especially encourage them to participate in high-level professional training and high-level learning and education above master's degree. Under the new situation of increasingly fierce market competition and accelerated knowledge updating, it is particularly important to "recharge" in time and improve the quality of personnel.

Now the mood for high-level talents is one word: "seeking talents is thirsty."

Reporter: You used to work in the municipal party committee to help in charge of propaganda, and now you are in charge of a newspaper. What is your biggest feeling about the role change?

■ Come to eternal life: one word: tired!

As the main person in charge of a newspaper, it is a great responsibility. The party newspaper is the mouthpiece of the party and the people, and it should be strictly controlled politically. There can be no mistake in the direction of public opinion, and the political string should be tightened at all times. At the same time, a family of 1000 people has a person in charge. We should lead everyone to develop their careers, let employees enjoy the fruits of career development, and let them do their careers with peace of mind.

In this position, I am the trust of leaders and workers. If I have made some achievements, it is also the result of everyone's concern, support and help. Therefore, "tired" is appropriate. Although I am a little tired from work, I am very happy and feel sacred.