I want to open an advertising company. DM advertising is a free newspaper. How to apply for registration and the process.

First of all, it must be an advertising company for more than two years, with a registered capital of 6.5438+0.5 million. Please refer to the following for the rest:

In recent years, DM magazine has developed rapidly in China. Although there is no accurate statistics, it is estimated that there are about 40-50 DM magazines in China. But only one or twenty can cross provinces. The reasons for the rapid development of DM magazine are: (1) there is no need to apply for a serial number; Targeting regional advertisers; Giving up the profit of distribution completely is advertiser-oriented. In foreign countries, DM magazine advertising has occupied 10%-20% of the advertising market. In China, the share of DM magazine advertising in China advertising market is less than 1%. Compared with foreign countries, we still have a lot of room. At present, excellent local DM magazines have been formed in Beijing, Shanghai and Guangzhou, such as Goal in Beijing and Life Express in Shanghai.

I. Introduction

Traditionally, DM(Direct Mail Advertising) is the abbreviation of direct mail advertising, which refers to the direct delivery of promotional materials to the final consumers through their names. This new advertising form, which originated in the United States, has become the third largest advertising media in the West after television and newspapers. DM magazine has developed rapidly in China in recent years because of its strong pertinence, accurate delivery, fierce information offensive and free reading. It uses data processing technology such as marketing database and has a completely different style from traditional media such as radio, television and newspapers. An important feature of DM magazine is that the content is more closely integrated with advertisers. Even in a sense, the content section is set around customer development and service.

Second, the characteristics of DM magazine:

1. Complimentary reading

DM direct-feed magazine, which is different from traditional periodicals, may have the advantage of its distribution mode and free of charge. In the operation of periodicals, there is actually another advantage of this distribution method, that is, your magazine can enter the hands of readers without any choice obstacles. Because it's free, you don't have to spend so much effort to think about how to make a show in content planning or cover planning to attract people's attention. DM bypasses this step. In content operation, DM is much simpler than the characteristic requirements of traditional journals.

2. Clear objectives

DM magazine is different from other traditional advertising media. It can select the target object pertinently and reduce waste. Is to directly implement advertising promotion for pre-selected objects. Customers often have a sense of superiority that other traditional media can't match, which makes them pay more attention to the advertised products independently. One-to-one direct transmission can reduce the objective volatilization in the process of information transmission and maximize the effect of advertisers.

3. Strong professionalism

The readership of DM magazine is clear, and the readership is relatively concentrated and stable, so it is more effective to adopt the point-to-point directional distribution method. This is also the characteristic of DM magazine, which does not pursue the absolute quantity of distribution, but the effectiveness of distribution. It is difficult for ordinary readers to understand professional journals, and it is impossible and unnecessary to improve them. Because the advertisements of trade magazines are also effective and depend on the advertisements of suppliers in the upstream and downstream of the industry value chain to survive, readers who are specific in the industry and have certain purchasing decision-making power and discourse power are often the most concerned by customers, and no matter how many other readers are, they are also invalid. Moreover, printing is becoming more and more exquisite now, and the printing and distribution cost is often higher than the distribution income. However, after reaching a certain circulation, the advertising volume does not increase with the circulation year-on-year. Therefore, many DM magazines have to control their circulation, find the best balance between advertising and distribution, and maximize their benefits.

4. Flexible advertising

The form and content of DM direct supply magazines are highly unified, and the reading rate is improved. Readers are recipients of commodity information. Direct advertising enriches the media level and plays a role in guiding consumption. At present, DM advertising accounts for nearly 1% of the advertising market in China. Compared with foreign countries, there is huge room for growth. Nowadays, advertising has become the main source of media income, and DM media with high click-through rate will have great attraction to advertisers.

Third, industry management.

With the prosperity and development of periodical industry, the profit model of periodicals will shift from distribution income (such as readers and other popular cultural periodicals) to advertising income (such as fashion periodicals and financial periodicals). This is the so-called advertisement. Accordingly, the proportion of advertisements in periodicals will become larger and larger, the design will become more and more exquisite, and the requirements of advertisers will be considered more and more from the content planning. The development trend of full-color thick magazines is gradually derived from advertisements.

Different from most traditional media, DM magazine wins by quality and requires circulation, efficiency, attention and influence. Therefore, the content must meet the needs of consumers and conform to the provisions of the policy. Information itself is content. In today's information explosion, information screening is a key issue. DM magazine is not a brochure of pure advertising highlights. On the contrary, it should look more like a high-end service magazine.

DM magazine attracts more and more people to join the ranks of DM magazine with its unique charm. But for DM magazine, it is by no means peanuts, and it is difficult to succeed. Because the possession and investment of channel resources are always the two lifelines that determine the development of such magazines. The possession of channel resources affects the accuracy of target audience, thus determining the advertising effect, and then the income of DM magazine. Our free distribution must have accurate channels; The amount of investment in the early stage of the magazine is the basis for the media operation with no income in the early stage, because it takes more than half a year for a new magazine to be recognized by advertisers. As new entrants, we must be prepared for this. It can be said that everything is difficult at the beginning!

The business model of DM magazine is actually the database marketing model. Use valuable data for accurate distribution. And get benefits from advertising. The establishment of database is the key. Depreciation requires us to have a group of specialized channel developers, and at the same time, we must accurately enter audience information. So as to establish our accurate database and become the basis of our profit.

Fourth, the data of DM magazine (taking DM magazine as an example)

DM magazine sponsored by advertising company has published five issues. From small to large, from messy to orderly, it gradually fixed its own style. The column setting of the magazine is more and more clear, and many sections have been fixed, which is welcomed by readers. In addition, a large number of professionals contributed articles, which greatly enriched the content of the magazine and improved its grade. Become a brand media in the industry.

Let's take this magazine as an example to illustrate the characteristics of industry DM magazine.

DM is a DM magazine with market segmentation. He is suitable for the needs of more subdivided readers. His circulation can't be used as the only criterion to evaluate DM magazine. Suppose a professional magazine issues 30,000 copies. If the target audience in this distribution area is only more than 30,000 people, although the circulation of this DM magazine is very small in absolute sense, it is indeed a very influential DM magazine in this professional market segment in relative sense.

Proportion of 1.DM magazine:

2. The average advertising space in each issue accounts for 70-80% of the total page.

The magazine has a circulation of over 30,000 copies per issue.

More than 4.80% of the readers are managers and purchasers with decision-making power in enterprises.

5. Distribution characteristics and advantages

(1), the distribution targets are all enterprises and institutions with purchasing needs, which meet the market targets of various manufacturers.

(2) The national distribution is dynamic, covering a wide area, and the investment in advertising funds is worth the money.

(3) The publicity cycle is moderate, which completely caters to the customers' demand for accumulated advertisements, and the effect is outstanding.

(4) The contents and materials are updated by more than 30% in each issue by the manufacturers and full-time editors of this journal, and users have a high frequency of consulting.

(5) Convenient storage and query, and lasting advertising effect.

6. Distribution area:

Xingtai 60%, Handan 17%, Hengshui 15%, Chengde 3% and others 5%.

As a DM information media, ""has become an essential tool and information for readers in the industry to find franchise chains. Therefore, his advertisement can not only attract consumers' attention, but also guide buyers to buy.

In this upcoming period of the media industry, as media people, it should be our common goal to lay a solid foundation, calm down and seek long-term and orderly development. We are also looking forward to contacting more industry colleagues and advertisers, exploring broad market space and creating potential opportunities!

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Take the beauty of the stone quickly!

Echo's poems

Level: Lightbringer

Integral: 1752

Postal code: 1028

Release time: 05-08-05 17:34, second floor, editing management reference.

DM Magazine: It's all free trouble.

Editor's Note: Some time ago, a direct investment magazine named Fu Lushou closed down, but in the future, a considerable number of DM magazines currently in operation may lose their market access qualifications. Because the State Administration for Industry and Commerce officially implemented the "17 Order" from this year, it upgraded the conditions for undertaking DM magazines to a registered capital of more than 6,543.8+0.5 million yuan, and the enterprise must be established for more than 3 years. Some local industrial and commercial bureaus have issued notices requiring DM magazines that obtained business licenses in 2004 to re-apply for registration in March this year. In this issue, we comprehensively interpret the management and future development of DM magazine from the perspectives of experts, practitioners and journalists, hoping to provide some ideas for China DM market to get out of the extensive management mode.

Depth analysis

Su Yuping, Marketing Director of HC International Media Research Center, said recently that the advertising share of DM magazine will increase by more than 30% in 2005. However, with the introduction of the new policy, this prediction will make many operators and investors no longer happy, so the industry will turn its attention and begin to re-examine this turbulent industry.

Born black?

However, according to the author's observation, less than 1% of the enterprises that run DM magazines have good profitability. Some people say that the unique scenery of DM magazine is: on the one hand, there are always hot-blooded people who rise up; On the other hand, people keep falling down tragically.

In the eyes of many people, DM magazine operators hold legal industrial and commercial procedures, but it is difficult to get rid of the fate of "born black households": investors avoid it for fear of policy risks; Advertising companies are all advertising companies, and it is psychologically difficult to accept being an advertising agent; Trade associations or trade unions have not been formed for many years. Therefore, DM magazines in China are almost a monopoly.

Invisible reader

Free direct delivery-as the distribution method of DM magazine, it once became its unique selling point, but the actual situation is that the direct delivery magazine has been lost before it reaches the real readers: some of it was taken away by the doorman, secretary, waiter and other people who shouldn't have taken it; Others are stranded in intermediate links such as residential properties that are unwilling to cooperate; I even found that some people specialize in collecting such magazines and selling waste products ... because DM magazines are free.

Aiming at the distribution problem of DM magazine, a distribution control method called reader's real name database has a certain effect and is highly respected. A DM magazine called Exquisite in Beijing once thought: "Database is both a god and a soul."

Database marketing has a long history abroad, and its greatest value lies in screening out the common interests of certain groups and marketing them. And screening * * * with interest is a complex information processing project, which is generally not available in the database of domestic DM magazines. They often establish a database by distinguishing the audience's place of residence or buying an item, so they can't grasp the audience's consumption demand, actual economic situation and even major changes in their work and life in different periods. Whether these audiences are interested in DM magazines sent directly for free, and whether they will really pick them up is still a mystery.

High cost

The high printing cost keeps the cost of DM magazine high. Usually a magazine with 160 pages costs about 10 yuan. If the print run is10.5 million copies, the annual printing cost is10×10.5×12 =10.8 million yuan, while other costs such as management are about10.8 million yuan/year. In this way, the bottom line of enterprise capital preservation should be that the advertising income before tax is not less than 3 million yuan/year.

China magazine advertising only accounts for about 1% of the total media advertising share, and DM magazine accounts for even less. Most advertisers still don't understand magazine advertisements, are cautious about DM magazines and lack trust.

Under the pressure of the market, some DM magazines reduce their costs by reducing the number of pages and printing. However, social influence has declined and advertising revenue has decreased. Other DM magazines use their own resources to develop album production, produce special issues and special issues for government departments, and earn some income to supplement DM magazines, thus shaping their own brands in difficult maintenance.

Equal quality competition

DM magazine has been facing fierce competition since its birth. First of all, the entry threshold of DM magazine is very low in policy and looks very simple in technology, so many advertising companies are flocking to it. At one time, there were six or seven DM magazines competing on the same stage in some medium-sized cities in China.

Secondly, the practitioners of DM magazine are mostly advertisers, who have a shallow understanding of the media industry and relatively lack of media professional knowledge. In addition, DM magazine, a new format, has almost no fixed model to follow. As a result, simple imitation of each other has become the only plank crossing the river in the market, and the homogenization between DM magazines is quite serious.

Since it is impossible to create differences, low-level competition has become the mainstream: mutual slander, business relations through kickbacks, vicious price wars and so on. We have seen that the price of DM magazines in some cities has fallen below 1000 yuan or even free, and the chaotic situation is shocking.

DM should be a sales company with high click-through rate.

Jerry Lee is the vice president of a travel website. He moved into an upscale residential area in Beijing in 2004, so he receives a free magazine every month. At first, I thought it was just direct advertising, but after reading several issues, I found that the information inside was actually very rich and there were some in-depth theme planning. "I was planning to buy a laptop. It happened that the magazine introduced a number of famous computers, one of which engaged in lottery activities such as golf cards, electronic organizer cards and beauty cards for readers, so I chose this computer. " Jerry Lee admits that this magazine is still useful to him, and he will spend time browsing its advertisements and contents.

Media that cannot be ignored

DM free magazine is a new magazine marketing method introduced from abroad and delivered directly to consumers. DM free magazines are aimed at specific people, usually high-end communities or high-end consumption places, to expand the consumption influence of specific cities. Since 1998, the first DM free magazine, Life Express, appeared in China, this kind of media has taken a share from the print media and become a force to be reckoned with in the media market.

The reporter learned from the Advertising Department of the State Administration for Industry and Commerce that as of May 2004, there were 40 kinds of DM free advertising magazines officially approved and more than 200 kinds were filed. According to Guo Feng, general manager of the Media Club, there are actually a large number of DM magazines with no legal status in the national market, and it is estimated that there are thousands of them.

Since DM magazines don't need to apply for serial numbers, and the profits of completely giving up distribution are for advertisers, the competition of DM magazines in big cities such as Beijing, Shanghai and Guangzhou has become increasingly fierce since 1998. Life Express, goal, taste, information life advertisement, 10,000 yuan room, Guangsha information, mom baby advertisement, new life, Flink Life, Shanghai Baihua and METRO ZINE have begun to take shape, among which Life Express is leading all the way.

"Although in the United States, a consumer superpower, DM advertisements account for about 20% of the total media advertisements, while in China, DM magazines only account for a small share of the domestic advertising market, but the development of DM magazines has become a media force that cannot be ignored, with huge market prospects." Guo Feng said.

Expand the function of DM magazine

It is reported that Cosmic Stream Advertising Company, which operates Life Express, has begun to adjust its business strategy from channel development to content construction when its advertising operation is relatively stable. They dig people from professional fashion magazines such as "Fashion" and "Ruili" to strengthen the content, and strive to attract readers through professional content and further improve the reading rate of DM magazines.

"DM abroad has several characteristics: the printing cost and production cost are relatively low, the products are very stable, and the content is highly instructive, which has direct guiding significance for consumption and life. After six years of development, the circulation of Life Express is difficult to expand, and it can only be doubled, but now we are changing our thinking. Now readers can choose your magazine because you can guide his daily life more directly and closely, not because you can get in touch with him. Liu, the producer of Life Express, expressed his views.

In addition to taking content as the development direction, Liu is also developing another by-product-consumption map. "Suppose the two of us have an appointment to have dinner today and eat Shanghai food. This map can meet some of your needs. You can check it by phone, as well as the location. Of course, it is not limited to the catering field, and consumption maps can be developed in many fields. " Liu told reporters.

Today, Liu has a large number of reader data, which is particularly important in the increasingly subdivided market economy. Liu believes that DM is not only direct advertising, but also "database marketing" (market operation based on database). He believes that relying on data, he can start a sales company with a higher hit rate and start a more prosperous business.

Running DM magazine by reverse thinking

The usual management idea of DM free magazines is to run magazines for specific customers, and then put the magazines in the hands of target customers through specific channels, and then use the customer resources in their hands to attract advertisers. According to Wu Bo, deputy general manager of Airport Longxiang Advertising Company, this model is relatively risky and requires a large initial investment. With insufficient funds, it is difficult to maintain.

Beijing Airport Longxiang Advertising Company, as the exclusive operator of "Beijing Raiders", has a clear management idea for this magazine from the beginning. Under the leading strategy of "focusing on communication, the channel is king", they take the reverse thinking, first make it clear that this magazine serves high-end brands, and then develop high-end media according to their needs, thus affecting high-end people. Dependence on communication channels is one of the most important forms of competition.

"Beijing Raiders" is a direct magazine aimed at the high-end audience of the airport and guiding the fashion consumption information. It is distributed exclusively in the arrival area of Beijing Capital International Airport in the form of pocket books. From the beginning, this magazine naturally has the advantage of distribution channel, so it has the advantage of monopoly and market segmentation of target audience. "Wu Bo said.

What Wu Bo is most proud of is that due to this special business model, magazines signed contracts with many advertisers before they came out, which greatly reduced the risk of capital investment in the early stage.

The real circulation of 200,000 copies in the first phase and the only distribution channel at the airport can ensure the coverage of high-end people. Due to the exclusiveness of the channel and the controllability of the distribution data, and the content is set for high-end people, it is expected that both the arrival rate and the reading rate will achieve good results, so the advertising sales in the early stage will naturally meet the expectations.

"In 2005, we will copy this model to Shanghai, Guangzhou and other cities, so as to build a media platform covering major domestic airports and high-end people. If this network is built, it will be priceless. " Wu Bo said.

What is DM magazine?

DM magazine is the abbreviation of direct mail, which means "direct mail advertisement or direct advertisement". Its legal name is fixed print advertisement. The State Administration for Industry and Commerce has many regulations on it in Order 17. For example, it must be undertaken by advertising companies, and it is forbidden to publish non-advertising information, people, editors, sales and distribution, sponsorship, co-sponsorship, publishing, magazines and periodicals.

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Take the beauty of the stone quickly!

Echo's poems

Level: Lightbringer

Integral: 1752

Postal code: 1028

Published on: 05-08-05 17:35, 3rd floor, editing management citation.

Heaven is on the left and DM is on the right.

I haven't read Murong Xuecun's novels, and I'm not afraid of being regarded as learning from others. Many DM magazines seen on the market now really deviate from the direction of success that people imagine. And all this, why?

D M (the abbreviation of direct mail, translated as direct mail advertisement or direct mail advertisement) is an out-and-out foreign product, but not many people really knew its exact meaning a few years ago. Almost all the early DM magazines in China were foreign magazines, such as Beijing, Walking and That's Guangzhou, which can prove this point.

But in the past two years, we have seen many people talking about DM, and many advertising companies have invested or are preparing to invest in DM. As a result, this previously unknown field suddenly became lively. It seems that DM has become a magic finger that turns the stone into gold and a low-threshold media concept that anyone can do.

Admittedly, we don't deny that China's DM advertising market has great potential, because from the perspective of the United States, the advertising turnover of DM periodicals accounts for 20% of the entire periodical advertising turnover, reaching as high as $3.7 billion per year; In China, the proportion is only a little more than 1%, and the annual advertising turnover is only tens of millions of RMB. We also don't deny that some DM magazines that have taken the lead have started to make profits, such as Life Express, Target and New Real Estate.

However, in the current advertising market in China, does DM really look beautiful?

The last issue number is unspeakable pain.

In traditional newspapers and periodicals, DM is another kind. It breaks the mode of first issuing and then advertising (that is, advertising will flow in after the circulation reaches a certain scale), and does the opposite, taking only a spoonful of advertising revenue from the media market. In a sense, it is similar to the operation of content websites.

The difference between DM and traditional newspapers and periodicals lies not only in the difference of business philosophy and income model, but also in whether there is a formal issue number, which leads to the difficulty of DM magazine in content, distribution and income. And what will happen to the whole market once DM magazine has an official number, or the official magazine is made in the form of DM?

Describe DM in detail

In China, the official name of DM magazine is "Fixed Print Advertisement". With the approval of the State Administration for Industry and Commerce, an advertising license valid for one year can be obtained. The laws and regulations on which it is based are mainly the Measures for the Administration of Printed Advertisements and the Notice on Relevant Issues Concerning the Administration of Fixed Printed Advertisements.

According to the relevant regulations, the name of DM magazine must have the word "advertisement", and English should not be greater than Chinese; All contents must be advertisements, and no other non-advertising information may be published; All advertisements must be distributed free of charge, with no less than 6 issues in one year, and the circulation of each issue is not less than 5000 (professional) and 10000 (comprehensive).

In short, DM magazine is advertising information in the form of a magazine, which is provided to readers free of charge, and advertising revenue is its only source of income. How is it different from ordinary magazines? Let's take a look at the practice of ordinary magazines first, and then compare them.

According to Article 19 of Chapter III of the Interim Provisions on Periodical Management, ordinary magazines will be issued a Newspaper Registration Certificate with a "unified domestic serial number" after being verified by the official periodical application registration form. After being approved by the administrative department of press and publication, they can obtain a unified domestic serial number or an international standard serial number for public distribution. The general format is as follows: "ISSN XXXX-XXXX" and "CNXX-XXXX/YY".

The serial number is only a starting point for the operation of ordinary newspapers and periodicals, and there is no rigid stipulation on the specific content and operation mode. Here is a brief introduction to the attributes of the media and its audience, as well as the revenue model of typical newspapers and periodicals.

As cultural products, newspapers and other media have the dual attributes of commodity (realizing economic value) and publicity (observing national propaganda policies, maintaining credibility and realizing cultural and social values). Media audiences also have dual attributes: current consumers (for newspapers) and potential consumers (for other commodities).

Newspapers and periodicals are marketable commodities, which provide information for readers and thus obtain direct distribution income. The issue income (R 1) depends on the issue price (p) and circulation (q).

It is expressed by mathematical formula as R=λPQ, and λ represents the average ratio of wholesale price and retail price.

Generally speaking, due to the strong substitutability of similar newspapers and periodicals, it is difficult to increase the distribution income by adjusting the price; λ, which is determined by the distribution channel, is usually an exogenous variable that is difficult for newspapers and periodicals to control. Therefore, the main way to maximize the issuance income is to expand the circulation.

Because the audience has dual attributes, it is not only the current consumers of newspapers and periodicals, but also the potential consumers of other commodities, so the media can sell the audience resources to enterprises to obtain advertising revenue. The specific form is that newspapers and periodicals influence the consumption behavior of the audience through advertising space, and enterprises pay advertising space promotion fees for newspapers and periodicals. Advertising revenue (R2) is indirect revenue, which is determined by the average advertising price (P) and the number of advertising pages (q)***.

R2= pq

On the surface, advertising revenue is determined by advertising price and quantity; In fact, it is determined by the effect of advertising. The effectiveness of advertising depends on the effectiveness and accuracy of distribution. This is the theoretical starting point of newspaper market segmentation.

Finally, because the media is not only commercial, but also has publicity and influence, it can obtain derivative income by organizing or participating in influential economic activities (R3). This is similar to many non-profit NGOs. R3 is difficult to quantify, but it depends on the influence of the media, which is determined by the influence scope, effectiveness, objectivity and fairness of the content and the quality of advertisements.

For ordinary newspapers and periodicals, the pursuit is to maximize the sum of the above three incomes (λPQ+ pq+ R3). However, it should be noted that the three incomes are usually obtained in sequence, showing a progressive relationship. Distribution income is obtained immediately after publication and listing, advertising income must be operated for a period of time, and derivative income must have certain media influence; In addition, due to the different magazine types and business models, different magazines depend on the three incomes in different proportions, and even lose one or two incomes.

DM magazine is a special case. This kind of magazine is sent free of charge, so the distribution income is zero; According to the regulations, only advertising information can be published, so there is no publicity and credibility (of course, we do not rule out that it will have a certain impact), and derivative income is ignored. In this way, the income of DM magazine is only advertising income.

As mentioned earlier, the amount of advertising revenue depends on the effect of advertising delivery and distribution. These two points are the characteristics that distinguish DM magazine from ordinary newspapers. If these two points are not done well, DM magazine will be difficult to succeed. So for DM magazine, advertising seems to be the most important, but in fact, the most exquisite and essential thing is distribution. These two parts will be developed in detail later, so I won't repeat them here.

Interference of publication number

The difference between DM magazine and ordinary magazine is manifested in distribution channels, profit model, market classification, information acceptance habits of audiences and many other aspects. , but it seems that in the end it can all be attributed to the difference of publication number. The difference of this "access card" determines the specific operation of the media, and also builds a higher threshold for the development of DM magazines, or it is congenital deficiency compared with other magazines.

(1) Which is more important, information or advertising?

According to the regulations, the name of DM magazine must contain the word "advertisement", and the contents of the magazine must be all advertisements, and no non-advertising information can be published. Magazines with official numbers mainly publish news and other non-advertising information, and there is no limit to the proportion of advertising space.

This can be said to be the biggest difference in product form between ordinary magazines and DM magazines, and it is also the biggest difficulty in making serial numbers of DM magazines.

Formally speaking, advertising can not only express creativity in the form of pictures, but also be realized in the form of words. That's what we usually call soft writing. It is under this cover that many DM magazines begin to expand their space into the field of non-advertising content. "Ming xiu plank road, secretly crossing Chen Cang." It seems that none of the DM magazines you see stick to the bottom line of advertising content, but cross the line at will.

For this kind of behavior, first of all, from the legal point of view, what is a written advertisement is not clearly defined, so it can only be regarded as a violation of the gray area; Secondly, there are many hidden dangers. When DM magazine is in its infancy and is not famous, content violations are simply ignored; But once you have a certain market influence, someone will come to you. At this time, serial number has become a bottleneck restricting the further development of DM magazine.

Looking back, a DM magazine that completely abides by the rules is only equivalent to a collection of advertising works. How to attract readers' interest in reading? How to cultivate the credibility and influence of magazines solely by advertising?

(2) Free issuance increases operating costs.

In China, newsstand retailing is the touchstone of whether a newspaper is formal and legal and whether its commercial operation is successful. Of course, you can give an example, such as scientific journals and academic journals, which are mostly published by post; But it doesn't mean that they can't be put on newsstands, it just means that they are not commercialized.

Overseas newspapers and periodicals imported through books cannot be retailed through newsstands, but only in designated places such as airports and hotels. Mainly because its serial number is not approved by the domestic press and publication administrative department, but is an overseas serial number.

DM magazines can't be put on newsstands either. According to the regulations, they can only be delivered free of charge. The most fundamental reason is that its issue number is industrial and commercial number. There is no official issue number approved by the press and publication management department, which can be said to have caused the congenital deficiency of DM magazine in distribution.