Does creative copywriting need graphic design?

Be a reporter. . Even the tabloids will do. Creative copy is not feasible.

Shanghai media competition (the first "Young Reporter")

This article has been read 3530 times.

To study the competition between local paper media in Shanghai, we should know the two major newspaper groups in Shanghai-Jiefang Daily Newspaper Group and Wen Hui Xinmin United Newspaper Group. After learning about these two newspaper groups, the competition pattern of Shanghai paper media has been clarified to a great extent.

First, briefly introduce these two newspaper groups.

Jiefang Daily Newspaper Group was established on June 9, 2000, 10. It consists of Liberation Daily, News Series, Jiang Shen Service Herald, Shanghai Novel, Newspaper Digest, Democracy and Legal Times, Global Forum, I Times, Real Estate Times, New Shanghainese, and Branch.

Wen Hui Xinmin United Newspaper Group is a newspaper group based on Wen Wei Po and Xinmin Evening News, which was established on July 25th. 1998. By Wen Wei Po, Xinmin Evening News, Xinmin Weekly, Wen Hui Reading Weekly, Shanghai Wednesday, Shanghai Family News, Travel News, Xinmin Sports News, Xinmin Weiqi, Reporter, Comic World, Germination, Shanghai Daily and Literature.

To talk about the competition of local media in Shanghai, we must first mention the competition between Wen Wei Po and Jiefang Daily, the flagship newspapers of two major newspaper groups. Jiefang Daily, founded in Yan 'an period, was once the central organ newspaper of China, and now it is the party newspaper of Shanghai Municipal Committee. Wen Wei Po, founded on 1938, is a large-scale comprehensive daily newspaper with high reputation at home and abroad, and also has great influence in the whole country. Although it is the flagship newspaper of two newspaper groups, the actual situation is that there is little competition between the two sides, because a large proportion of readers subscribe at public expense, and often both newspapers subscribe. But in terms of advertising share, the advertising volume of Jiefang Daily is 3-4 times that of Wen Hui Daily, which has great advantages. Although Wen Wei Po was revised on June 8 last year 10 with the intention of adding more times, it was mainly for subscribing readers at its own expense, which had little impact on the competition between Wen Wei Po and Jiefang Daily, so I won't introduce it in detail here.

Jiang Shen Service Guide is a comprehensive cultural and entertainment weekly newspaper sponsored by Jiefang Daily, which integrates news and services. Established in June 1998 1. At that time, the Shanghai newspaper market lacked a real culture, entertainment and leisure newspaper, so after the birth of Jiang Shen Service Herald, its low price of 1 yuan, brand-new concept and style, unique perspective, novel layout, exquisite printing and colorful content immediately won the favor of Shanghai fashion men and women and led the fashion and trend. The circulation rose from the initial 70 thousand to 400 thousand.

Faced with the success of Jiang Shen Service Herald, Wen Hui Xinmin United Newspaper Group naturally did not want to lag behind. On May 6th, 2000, it created a similar Shanghai Wednesday. However, the first marketing strategy after the publication of Shanghai Wednesday failed, and the ultra-low price of 30 cents per copy did not bring much influence to Jiang Shen Service Herald. Looking back today, it seems that the pricing of 30 cents actually reflects that Shanghai was not clear about the target readers of Comprehensive Culture and Entertainment Weekly on Wednesday. Shanghai Wednesday was priced at 30 cents, largely because Xinmin Evening News, a subsidiary of Wen Hui Xinmin United Newspaper Group, was priced at 70 cents. I hope readers can buy Shanghai Wednesday at the same time as Xinmin Evening News, so there is no need for extra change. But in fact, the target readers of Shanghai Wednesday and Jiang Shen Service Herald are white-collar workers, students and other young readers. They are mainly used to buying in the morning, and then reading newspapers by the way during the day's work. What's more, for white-collar workers and students, the difference between weekly report 1 RMB 30 cents is of little significance, which makes Shanghai Wednesday and Xinmin Evening News cooperate in sales.

To many people's surprise, it is not Shanghai Wednesday, owned by Wen Hui Xinmin, which has the same scale, but Shanghai Week, owned by Shanghai Literature and Art Publishing House, which publishes Story Club. On the morning of June 65438+10/October 65438+February 20th, 2000, the first issue of Shanghai Week was put on the newsstand in Shanghai. In the afternoon 14: 30, 50,000 copies were all sold out. Although some people have discussed the reason for this miracle, in my opinion, it only takes two words to explain it, and that is "petty bourgeoisie". Petty bourgeoisie has become the hobby of young people all over the country, but only young people in Shanghai have petty bourgeoisie in their bones. The rise of "Jiang Shen Service Herald" is because it reports a lot of entertainment and leisure information, giving young people in Shanghai the feeling of petty bourgeoisie. However, with the expansion of the application, the taste of petty bourgeoisie is getting weaker and weaker. At this time, the newly created "Shanghai Next Week" with petty bourgeoisie or even less has naturally become the new favorite of young people in Shanghai.

Under the aggressive momentum of Shanghai Week, Shanghai Wednesday and Jiang Shen Service Herald are under great pressure. In order to meet the competition, they are also transforming. Jiang Shen Service Guide gradually pays more attention to practicality, leaving a lot of space for the release of practical information such as catering, air tickets and training. And the content is more focused on all aspects of urban youth, not just the original entertainment and leisure fashion. As for "Shanghai Wednesday", we have been working hard to improve the disadvantages of our content, and we have improved our positioning for those readers who have bought a lot. The content is mainly high-end fashion and leisure, and it is the first to launch the luxury month-end edition, which has really regained many markets.

It must be admitted that in this competition, Shanghai Week is still in a competitive advantage, which can be seen from the publication dates of the three newspapers. Shanghai Wednesday and Jiang Shen Service Herald were originally scheduled to be released on Wednesday, and Shanghai Next Week will be released on Thursday. When the release date of Shanghai Week was advanced to Wednesday for a period of time, both Shanghai Wednesday and Jiang Shen Service Herald advanced the release date to Tuesday, hoping to avoid direct competition with Shanghai Week through date advantage and maintain the existing competitive pattern.

However, we must also see that Shanghai's competitive advantage in one week is not reflected in the advertising share. Taking the advertising amount in February 2002 as an example, Jiang Shen Service Herald was 10 1065438, while Shanghai Week was only 97.38, less than one tenth of the former.

Since we talked about the competition among Jiang Shen Service Herald, Shanghai Wednesday and Shanghai Weekly, it seems that we should mention Xinmin Weekly by the way. Although the first three weekly magazines are entertainment, culture and leisure, and the latter is political and economic, there is no comparability, but considering that the distribution cycle is one week, and they are all white-collar workers and quasi-white-collar workers with high income or potential high income, one person is a month.

Xinmin Weekly was founded on 1999. It can be seen from his name that he was born in Xinmin Evening News. Xinmin Weekly actually inherits the characteristics of Xinmin Evening News in content, but there seems to be a little corner behind this big and comprehensive, so it is difficult to see what media people are pursuing from Xinmin Weekly. This tenderness may make it difficult for Xinmin Weekly to go out of Shanghai and compete with its target rivals such as New Weekly, Sanlian Life Weekly and Window to the South. Perhaps, just like Xinmin Evening News, Xinmin Weekly is doomed to have no soil environment development like Shanghai since its birth.

Shanghai has never been a city with fierce media competition, so it can be called competition in a strict sense, that is, the competition among Jiang Shen Service Herald, Shanghai Wednesday and Shanghai Week. Observing the competition among them is very beneficial for us to understand the preferences of Shanghai readers, especially young readers, and the characteristics of Shanghai paper media market.

Internet writer

Living condition: The overwhelming online original novels and comments have spawned a large number of online writers, and Li is one of them. In 2000, I started to write online. The novel Xiaoxue won the finalist prize in the second original works competition under the banyan tree, and the CEO version of Hero Who Throws Bears won the best creative prize in the entertainment version of Southern Weekend. Full-time copywriting in advertising companies seems to be far from satisfying his desire to write. He spends three or four hours writing online every day and has written nearly 65,438+10,000 words in three years.

Secrets of the workplace: Internet writers are often not satisfied with being just an online writer. The older generation of online writers, such as Annie Baby and Li Xunhuan, stopped online when they became famous. Now some cutting-edge writers, mostly college students or graduate students, write online in their spare time. It seems that the network has become an indispensable post in the writer's development track.

Game author

Survival status: As long as you are a game enthusiast, you must have a brief introduction. Among them, how to clear customs, upgrade and win treasures are all given in detail, so that the rookie can turn around and jump over. Players. Such a profound "Player's Secret" is the masterpiece of the game writer. The screenwriter is responsible for writing the foresight, strategy and comments of the whole game, and if you want to write brilliantly and in place, you must first play the game several times. This writing process can be described as "painstaking".

Workplace secret: When a new game comes out, the writers will be desperate to catch up with the manuscript. Sometimes you have to translate foreign game materials, and sometimes you have to play games yourself. It often takes five hours to come up with a 50-word introduction. Such a "Meng? It's really hard to earn "Y". The writer's career is by no means as easy and comfortable as the players think. While becoming a competitive master step by step, the feeling of the game has also changed from infatuation to complete boredom.

Ouchi writer

Living condition: "ouchi writer" is a fashionable name, which actually refers to the person who writes for the internal magazine of the enterprise. Don't underestimate the internal journals of enterprises. Many well-known experts will contribute to the internal journals, and some internal journals have therefore become places where experts from all walks of life gather. Behind the high remuneration is a strict test of the quality of the article and the reputation of the author. Pure literary prose is easy to write, but many people are not qualified for it when it comes to specific problems of enterprise management or professional analysis of products and technologies.

Secrets of the workplace: To become a "master of internal affairs", it is very necessary to understand the positioning and trend of internal magazines. Most modern enterprises pay attention to establishing corporate brands and promoting corporate culture, and internal periodicals are an excellent position to achieve this goal. Those export-oriented internal magazines dedicated to promoting corporate culture are the submission paradise of "ouchi experts"

Special contributor

Living condition: Essay writers, romantic essayists, film critics and music critics are indispensable fresh blood for today's fashion newspapers. Jun is a lover of movie music. For more than three years, I have worked tirelessly as a freelance writer, publishing more than 1000 words every month on average. I often ask him for manuscripts, including "A Week in Shanghai" and "Collecting Wind".

Secret of the workplace: It is not easy to be a contributing writer with both fame and fortune. In addition to writing, Mr. A often travels for an exclusive interview, and he is very busy. Mr. B, a third-year college student, was lucky enough to be selected by the publishing house to help him publish a book. The editor asked him to write 5000 words every day and finish the first draft in 30-50 days. In order to dig the first bucket of gold in his life, Mr. B worked day and night on the manuscript, and the original inspiration was like dancing with shackles. (Text/Shao)

We make such a newspaper.

(This article has been read 1847 times) Time: 20065438+0 May 24 14:22 Source: Guo Weizhong Original -IT

On the morning of June 65438+10/October 65438+February 20th, 2000, the first issue of "Shanghai Week" was put on sale at the newsstand in Shanghai. In the afternoon 14: 30, 50,000 copies were all sold out. A dying Shanghai Culture Daily was miraculously revived after it was transformed into Shanghai Week. No newspaper in Shanghai has experienced such a long planning period from May last year to June 5438+00. A newspaper with an investment of only 4 million will make a profit in half a year. Shanghai newspapers don't have such a broken office. None of them had the experience of running a newspaper in an all-round way beforehand. -Inscription Chen Baoping Chen Baoping is the editor-in-chief of Shanghai Literature and Art Publishing House, a middle-aged intellectual. He has been thinking about how to do it since Shanghai Culture Newspaper was assigned to Literature and Art Publishing House. Shanghai Culture News is a headache newspaper. It used to be an organ of the Shanghai Municipal Bureau of Culture. With the merger of the Culture Bureau and the Radio and Television Bureau into the Shanghai Media and Television Bureau, this newspaper ceased publication in early 2000. Shanghai Propaganda Department originally wanted to bring it into Wenxin Newspaper Group (which owns Xinmin Evening News and Wen Wei Po, and is the largest newspaper in Shanghai), but Wenxin Newspaper thought the loss was too big, so it didn't! Because the Literature and Art Publishing House publishes stories, it has a profit of 30 million a year. Chen Baoping belongs to the kind of person who likes China's traditional culture very much, and is also an ambitious person. He usually doesn't talk much. Although he wears simple clothes, he doesn't reject modern culture in his bones. His wife is Chen, a famous fashion writer. He thought that this time he must find a young man to run a newspaper. However, although there are many journalists and editors in Shanghai, most of them are reluctant to come out of the two major newspaper groups, Jiefang and Wenxin. In addition, this person must know how to operate and know how to be independent. He asked Xu Min to look for it. He and Xu Min are good friends. Xu Min's wife is Susu, another famous writer in Shanghai. Many Shanghainese like to read her prose. They run Anjia magazine together, and also help Weekend Pictorial in Shao Zhong, Guangdong. I recommended Xu to him-a young man who shaved his head and left a green skin. In May 2000, Chen Baoping called Xu and asked him to talk to the office of Literature and Art Publishing House. Xu Xu was then the deputy director of the editorial department of Life Weekly. He worked as a newspaper for a while, and didn't start until/kloc-0 graduated in 1998. Just turned 30 in 2000. Xu was actually not from Shanghai, but was born in Shanghai, so his parents gave him this name, and his grandfather was also from Shanghai. 1992 After graduating from Fudan Philosophy Department, Xu spent three years in the society. After graduation, I returned to Yangzhou and taught Marxism-Leninism in the philosophy department of Yangzhou Normal University. At that time, he proposed to teach Marxism-Leninism in the original works, but the department disagreed, so he had to teach it according to the outline, saying that "the world is material, the material is moving, and the movement is regular." Xu found it really difficult and resigned after teaching for half a year. "At that time, I lost 7500 yuan, and my monthly salary was only 10. Then he returned to Shanghai. He has no hukou, sold computers, houses and advertised. 1995, he went back to Fudan to study philosophy, largely because of his hukou. Xu has never been a decent reporter. 1998 Before graduation, he went to Youth Daily as an intern editor. Because of his outstanding performance, he managed an editorial department. Youth Daily is a daily newspaper. At that time, Youth Daily was revised, and a weekly magazine with a theme was published every day. Xu went to run a weekly magazine with detective stories and the like. After graduation, he was successfully assigned to Youth Daily, and later became the deputy director of the editorial department of Life Weekly, a weekly newspaper under Youth Daily. When Chen Baoping's phone rang, Xu Zheng was facing career hesitation. During his two years working in Youth Daily, Xu also made some plans for TV stations, worked part-time for a Hong Kong magazine, wrote articles for some magazines and newspapers, wrote a 20-episode TV series, earned some money and bought a house. But Xu is considering his next direction in life. He began to want to be a freelance writer, write TV dramas for TV stations and write columns for newspapers. Like Wei Hui, a colleague of Life Weekly, she wrote a book "Shanghai Baby" and lived a free life. But Xu still likes making newspapers. Got a call from Chen Baoping, and he went to Shaoxing Road. It was decided that Chen Baoping would tell him about the Shanghai Culture Newspaper and let him be the executive deputy editor-in-chief in charge of the publication and operation of a new newspaper. Xu knows, after the Cultural Bureau was transferred, it became the Cultural Broadcasting Bureau. At that time, another newspaper in Shanghai, News Lunch, was transferred to the Bureau of Culture and Broadcasting, and now it is called News Lunch. However, News Lunch completely covered the original site of Shanghai Culture News, so Shanghai Culture News had to change its name and title. It is equivalent to publishing a new newspaper. " However, the business scope cannot be greatly adjusted, so it is basically done in culture. But if you change it to coated paper, it doesn't matter if you change the size of the newspaper. "Chen Baoping is the editor-in-chief of Xinbao, but he also wears many hats. He is the party secretary and editor-in-chief of Literature and Art Publishing House. There are three publishing houses under the General Literature and Art Publishing House. He is responsible for the general direction of the new newspaper, the issuance of funds and the final review. It is necessary to execute Xu. Chen Baoping mentioned the salary problem to Xu, which is similar to Xu's original work in Life Weekly, but his authority is much greater. Xu is a little hesitant, because he knows that if he agrees, he will jump on it wholeheartedly and lose a lot of his original part-time income. "The income is only one-third of the original." Finally, Xu Hu Sheng agreed. First, because Xu is still a person who wants to do something. Second, he wants to buy a house, and he doesn't have too many worries. Third, he thinks that although Chen Baoping is much older than him, he is "modern in thinking" and "a person with traditional virtues". Now Xu does not regret his original choice, because "the whole person has a feeling of being thoroughly remoulded." Recall that "I will do it even if I am given 2000 yuan". An online article extracts several acquaintances that Xu began to find to help plan. Because several editors and reporters of Shanghai Culture News went to news noon and other places, only a few reporters and a few people in the administration, distribution and computer room were left behind. The office of Shanghai Culture News is very shabby. It was borrowed from the old house of Shanghai Opera House, and it was noisy with the old air conditioner of 10. At that time, the Internet was the most prosperous and the richest. In May 2000, Xu wanted to run an online newspaper, all using online things, such as Ctrip's travel website, Squawk's sports website and music website. Although the production of online content is not very good, it is no problem to support my weekly newspaper. At that time, the website was really rich, so I thought that every page could be co-organized with them. He put forward the idea to Chen Baoping, and Chen agreed. About a month after this suggestion came out, Xu made a model, "but the network suddenly failed." "Xu Guide Hu Sheng turned around quickly." The name of "Shanghai Week" was decided later. Whether it was necessary to change its name at that time, what positioning should be has not yet been decided, but it must be a new newspaper. " "At that time, the brain was still awake, so we quickly turned around and adjusted our direction. "On one occasion, Lu Hao of Wen Wei Po accidentally brought them a British magazine timeout, which is a series of city guide magazines all over the world. City guide has become an industry abroad. In Japan, there is also a series of walkers and walkers organized by Kakukawa Publishing House (the film Paradise Lost was also filmed by them), and Taipei walkers in Taipei can send it to 6.5438+0.3 million. And how many people are there in Taipei? " The concept of guiding the city discovered by Xu and the industry itself are good. At the same time, Shanghai has the most city information in all aspects in China. In fact, there are more than 10 magazines in Shanghai, mainly in English and Japanese. Send, print 1, 200,300 copies in a bar, such as "Shanghai Talk", which is Shanghai, QUO. Shanghai Traveler, City Weekend, as well as free Chinese monthly magazines such as Urban Net Essence and Life Express. Xu is very excited. At that time, he collected more than ten kinds at once. "I have worked with them. At that time, their advertising revenue of a magazine was good, earning five or six million a year. In fact, they have very few people, and half of the content has not changed, such as the telephone numbers of various restaurants, and the editing cost is very low. There are tens of millions of advertisements in Shanghai City Guide magazine. Like Shanggaitan, it has been going on for 8 or 9 years, relying entirely on the only 50,000 or 60,000 foreigners in Shanghai at that time. Magazine 10, there are 6 or 7 better magazines, with tens of millions of advertising revenue. The total population of Shanghai170,000. " "At that time, the city guide was made according to this concept," Xu recalled. There are also adjustments in the middle of the preparation. "Because we can't copy foreign things directly, Xu looks down according to the actual situation in Shanghai and finds that, first, Shanghai is different from London and new york." Like Overtime, they can play dozens of pages, but we can't. There are not many art exhibitions and plays, so you can't post this thing in a month or two. "Second, it is found that the cultural structure of Hong Kong and Taiwan is similar to that of Shanghai. Their city guide magazine focuses on food and life, and it is very detailed, as small as how many tables there are in this restaurant, how many credit cards there are, whether it is necessary to make a reservation, when to close, and a map. But what Xu finally considered was that it was difficult to feed a weekly newspaper at first. " If it's a monthly magazine, it's ok. Secondly, it is very expensive to reach their fineness, because it is completely graphical and visual, and there is a long list of their staff. ""It means that what we finally do is a city guide that is not very intensive, but is made by news and special topics. It's a bit like a fashion guide, but there are still some cultural guides. "Xu found that cultural consumption in Shanghai is still very low." For example, how many people can see an art exhibition? Shanghai is different from London. Few people watch plays, fine arts and art exhibitions. "But this is a summary of Xu now. But at the beginning, I completely copied the model of the British "Timeout" and made a pure "Guide to the Reproduction of Material Life" and made a conceptual version, but the feedback from readers completely denied this concept. " You can plan anything in a bar, but how can you get these people on the street to spend a dollar on your newspaper? "Some people still insist, some people are against it. 10 from may to June, Xu and five or six key members planned and quarreled while waiting for the publication number. " We are the most messy newspaper in Shanghai. "Xu works overtime almost every day, and samples printed by color inkjet are thrown everywhere. Sometimes a printer runs out of ink for two days. A group of people often get off work at 2 or 3 o'clock, and then go to the opposite tea restaurant and Yonghe soybean milk shop to continue quarreling. Some people just sleep in the newspaper. A group of people were completely excited before the war, "noisy in the computer room, noisy in the bar, noisy in the restaurant." Finally, Xu decided to be a city guide, not very dense, with some cultural guides. Xu reported to Chen Baoping, and Chen agreed. Now let's make a calculation. At that time, 800 labors were spent in the preparation period, and 1 labor was 1 individual worked 10 more hours. "Never has a new newspaper spent so much labor. "Xu Hu Sheng now feels that it is a good thing to spend such a long time preparing, because he has completed the running-in of personnel and formed a professional attitude." Because no one really runs a newspaper. ""Our newspaper is not made by cleverness, but by manpower. "Cultural forms are now discovered by Shanghainese. This is the first weekly newspaper in Shanghai and even the whole country in both content and format. At that time, Xu believed that ordinary newspapers were divided according to the types of reports, such as economic and life information; Another one can be divided according to cultural forms. The next wave of newspaper reform in China should be divided according to cultural patterns. The old cultural form, one is a newspaper with strong civic spirit below and the other is a newspaper with strong official color above, which is basically unacceptable to young people. We should make a new cultural form, that is, newspapers read by young people. " There are few such newspapers in China, and there is no civic culture at all. 2 1 Century Business Report is an economic newspaper, but it is divided according to cultural patterns. It is aimed at young people and a new generation of media. Its cultural form, its choice, format and interest are all acceptable to young people. The Economic Observer feels the same way. There will be more and more newspapers like China in the future, "concluded Xu. Jiang Shen Service Herald and Weekend Pictorial studied the information processing methods of magazines run by foreigners and foreign English-language city guide magazines and the style of their whole pages. At that time, Xu also studied the Jiang Shen Service Herald, posted it on the wall and read it frequently. And "weekend illustrated". Xu thought, on the one hand, he should learn the coated paper and pictures of Weekend Pictorial, as well as the quality and style of the newspaper itself. Although much of the contents of Weekend Pictorial are foreign copies, it is something that young people like to read. "But our circulation must exceed that of Weekend Pictorial," said Xu Min, who introduced Xu to Chen Baoping. On the one hand, learning the service guide of Jiang Shen, Shenbao is very similar to the boutique shopping guide in Beijing. Is the most successful model. If I want to do it, I will definitely run such a newspaper. Some friends who are going to run a weekly newspaper in Tianjin came to ask for advice. I said you shouldn't follow my model, but you should follow the model of Jiang Shen and Boutique. Because it has the largest coverage. "Xu found that the news operation mode of Service Herald was good. "Its news is not the same news, and its packaging and sensitivity are very good." Because there is a service guide for young people, Xu can only narrow the positioning of the new newspaper a little. "For high-quality readers-in layman's terms, white-collar workers are faced with a group of people who hate civic culture and institutional culture very much." This group of people is also very extensive in Shanghai, and the advertising market is also very large. So I ordered such a model, "Resolutely don't do ordinary people's things." "If we learn from each other, we will make something like this." College students' offices are very shabby, but there is no time to change houses. We are small farmers who run petty-bourgeois newspapers. Xu began to form a team. Except for Xu compiled by Literature and Art Publishing House, all those who were recruited later were hired. The vast majority of Xu Zhao are fresh college graduates, and few of them are dug up from other newspapers. Because other big newspapers don't want to come here either. Xu now feels that it is good to use college students. There are no rules and regulations, no bad habits, and no sloppy classes for you. " On the one hand, it is in line with their psychological expectations to give these fresh college graduates an income of four or five thousand yuan; They were recruited one by one, all smart, willing and dedicated, and they were repeatedly instilled with their own ideas; It is also because of bars, cafes, art exhibitions and so on. Are all places of interest to them. But it's still a mess. "But I can't see it from the newspaper, it's just that our process is a mess." These recruited college students don't even understand some basic operations and always make mistakes. Recruiting people is very special, and I don't care if I have news writing experience. He asked the candidate to fill out a form. What songs do you like and what VCD do you like to watch? "If you like Mao Amin and Liu Huan, then goodbye. If you like Faye Wong and Xu Meijing, it doesn't matter. If you like jazz rock, that's great. " Yin Da, a graduate of Fudan Sociology Department, the president of Fudan Drama Club, the lead singer of underground band, has written plays. Xu told him to write news instead of writing news. Yu Ling, a girl who likes shopping and often changes accessories, was asked to write an article about a new store in Shanghai. Three months later, it went very well. Layout Xu found that many newspapers in China have lagged far behind TV in their vision. In particular, TV advertisements and brand advertisements have improved the aesthetic taste of the whole reader. "Readers may be speechless." Xu believes that some people may like this messy layout, but they will think it is a domestic brand. For example, the advertisement of domestic cosmetics gives people a cordial feeling, but it is not up to grade. Many products of international brands are very luxurious. "You feel decent at home. You don't necessarily like it, you don't necessarily understand its advertisements. " Maybe I want to make a different layout to give readers a sense of brand and quality. Xu hired a foreign advertising company's design to be production designer, and put forward three requirements for him: first, the design can't overwhelm the content; Second, be simple; Third, be exquisite. The artistic director is very clever and has put forward many professional suggestions.