In 2004
Li Lingsha: Chairman and Editor-in-Chief of Hunan Daily Newspaper Group.
Deng: Editorial Board Member and Director of Local Center of Hunan Daily Newspaper Group.
Zou: Deputy Director of the Office of Hunan Daily Newspaper Group
Fu Zhuoran: Executive Director of Hunan Daily Local Center
Zhang Xiang and: stationmaster of Hunan Daily Xiangxi Autonomous Prefecture reporter station.
Liu Congmeng: Director of Zhuzhou Journalist Station of Hunan Daily
Xiang: stationmaster of Zhangjiajie reporter station of Hunan Daily.
Joe: stationmaster of Changde reporter station of Hunan Daily.
Wang Qing: Reporter of Hunan Daily Local Center.
Zhou: reporter from Hunan Daily local station.
Zhang Jingming: Director of Hunan Daily Editing and Publishing Center.
2006 < Tan Xiaoguang: From Senior Government Officials to Newspaper Owners >
Party Secretary and President of Hunan Daily Newspaper Group
Historically, the industry only knows that Hunan's TV is famous, but little is known about Hunan's newspaper media. From a senior government official to a newspaper owner, Tan Xiaoguang completed an important change of identity in 2006, and the Hunan Daily Newspaper Group he took over quickly became famous. If the transformation from sub-newspaper Sanxiang to metropolis daily is only a stepping stone for Hunan Daily newspaper group to go to the market, then the revision of Hunan Daily, which has never changed for many years, is tantamount to an earthquake for Hunan media market and a shot in the arm for Hunan journalists who have always had a strong political concept. Jumping out of Hunan to run media and newspapers, in 2006, Tan Xiaoguang started the huge media machine of Hunan newspaper industry.
In Hunan's media market, TV media are the most widely known, such as Hunan Satellite TV, which is positioned as "Happy China", and Hunan Shi Jing, which provides a steady stream of happy resources for satellite TV. Maybe there should be such a sentence: "One is long and the other is short." The appearance of Hunan "TV Xiang Army" also led to the depression of local newspaper industry to some extent.
In the big environment, the global newspaper industry is also facing great challenges. With the impact of new media, the advertising revenue of newspapers continues to decline, and many newspaper owners begin to worry about how long this "newspaper winter" will last.
However, Hunan Daily Newspaper Group, which is in such a double dilemma, believes that this is the beginning of the second newspaper reform. The whole group began to reform from the beginning of 2006, starting with the system, taking revision and expansion as the top priority, hoping to produce a "butterfly flapping" effect.
On June 65438+1 October1day, 2006, Hunan Daily took the lead in revising and expanding its edition: an ultra-thin golden newspaper with white characters on a red background and pictures and texts in the center header. The formal revision is accompanied by the reform of content and system. News reports are gradually different from the previous practices of party newspapers. In the process of editing, the leadership perspective is consciously transformed into the mass perspective and social perspective, and the work news is transformed into public news.
After nine months of revision, Tan Xiaoguang, president of Hunan Daily Newspaper Group, thinks that some changes have taken place. "From now on, after the revision, the content and form have changed, the number of issues has increased, and the retail market has also increased. A sign of good momentum: our advertising efficiency increased by 20% in June 5438+0-July compared with last year. " But Tan Xiaoguang also thinks that this change is not obvious enough, and he hopes to have a more significant "victory" before the end of the year. After all, only the main newspaper, which plays a leading role in the reform of the whole group, can "make a good start" first and better stimulate the reform confidence of the latecomers.
"Sanxiang" was revised as early as May, and the group determined the guiding principles of its system reform. First, actively explore, implement an independent legal person system when conditions are ripe, and establish and improve the corporate governance structure of modern enterprises. Under the premise of insisting that the party manages the media and cadres, entrust them to manage state-owned assets well and sign a target assessment responsibility form; Second, separate editing and editing, and gradually implement corporate operation in management, so that the newspaper can develop into a mainstream brand newspaper with strong strength, strong market competitiveness and influence; Third, deepen internal reform, innovate internal mechanism, gradually abolish the administrative level that has been followed for many years, implement full post management, explore in labor, personnel, income distribution, social security, administrative management, etc., and establish a set of efficient micro-operation mechanism for news culture production and service, so as to provide "first" reference for the subsequent comprehensive system reform of the news publishing industry in the province.
The butterfly won a full house of surprises at its first flapping, which was a good "first prize".
In terms of new media, Hunan Daily Newspaper Group began to increase investment. Tan Xiaoguang said: "Hunan Online is our news website in Hunan. It ranks in the top five in the national aggregate website ranking and is an influential provincial news website." But they are not only satisfied with such a regional network media. Therefore, we invested100,000 yuan to establish the "Huasheng Online" news aggregation website. Huasheng Online was jointly founded by Hunan Online Network Communication Co., Ltd. and an institution in Beijing. At present, it is controlled by Hunan Online Network Communication Co., Ltd. and headquartered in Beijing. In order to strengthen the website, the group handed over its magazine Health Policy to the website and renamed it Watson Magazine. The website sponsored "Huasheng Mobile Newspaper" has also been launched.
Xue Boqing, general manager of Hunan Online Network Communication Co., Ltd. believes that the network year is calculated on a monthly basis, technology is king and content is king. Only by running in the forefront can we seize the commanding heights. He said, "What is lacking now is not money, but creativity. We must use brand-new systems and mechanisms to activate and release people's creativity through reform. " "On the basis of rapidly expanding traffic, the website's ability to absorb advertisements will double. When the time is ripe, we will tell the story of Hunan Online to a farther place. "
Tan Xiaoguang said that the focus of the Group's investment in new media is "network media", while "the network is news-oriented, and then gradually expanded to the entertainment and video fields". He hopes that through "Huasheng Online", the online media will become bigger and bigger, dilute the regional color and gradually face a bigger market.
In addition to these, Hunan Daily Newspaper Group also actively carries out career construction and industrial development. The planning and construction of the newspaper cultural city covering an area of more than 750 mu has been started. According to Tan Xiaoguang, "What we are doing is the initial construction of printing center, logistics center and distribution center, which are the key projects in the 11th Five-Year Plan of Hunan Province. The government has listed them as key projects and given them financial support. There are two main aspects of financial support: one is long-term government loans, and the other is financial support. We will finish this work quickly in the near future and establish a modern newspaper printing base. From newspaper printing to logistics and distribution. "
Just like reforms in all fields, big changes and small changes will touch the interests of some people, and there will inevitably be many obstacles. This is the so-called "pain" of reform. One of the most obvious policies for the reform of Hunan Daily Newspaper Group is "personnel reform". In the competition, the channels for talents are smooth, but if someone goes up, someone will inevitably go down. Yang, editor-in-chief of Sanxiang, said that they have steadily responded to the pain of reform. "First of all, the group digested some people, who chose their own jobs and found their own jobs. In addition, we have digested some of it ourselves. " Tan Xiaoguang believes that the difficulty of reform lies in the ideological problem within the group. "Being content with the status quo" made them miss many opportunities. Only by breaking away from this concept and strengthening the implementation of reform can they break through in the newspaper competition.
In terms of financial resources, Hunan Daily Newspaper Group has natural advantages. Tan Xiaoguang once said: "When we established the newspaper culture city, the government gave us a loan of 654.38+0.5 billion yuan for 25 years. I am afraid that the above is difficult for other media. " The strong support of the government has left them with almost no worries. For its sub-newspapers, it is necessary to give appropriate support to "the traditional quota to the group", "decentralization and authorization to operate" and "try to follow their ideas and intentions without binding their hands and feet."
The most important hardware for general reform is people and money. Now it seems that the reform of Hunan Daily Newspaper Group has received rare support from the General Party Newspaper Group.
The reform of Hunan Daily Newspaper Group, which was launched not long ago, is still far from success or failure. As Yang, editor-in-chief of Sanxiang, said, "If it is successful, what is said and done now is the annotation of success; If it fails, then what you say and do is the reason for the failure. " Their main task now is to water and kill insects and look forward to the flowers in spring.
Distribution and advertising-unite and make it bigger.
Today's media: We understand that the newspaper group will have some new plans for independent distribution?
Qin: In terms of distribution, the next step is to unify the distribution of the entire newspaper group. In the past, our distribution was scattered. For example, Sanxiang Daily and Cui Wenri Daily have their own distribution teams. Since these newspapers with large circulation are a system, we really want to integrate distribution and expand the team. We should make this distribution a diversified management and operation mode of joint-stock enterprises with the participation of other capitals. Before, we also made some improvements in the system and mechanism of distribution work, and the effect was obvious. Therefore, we now want to further adjust and unify the distribution of the whole group. This is good for the management of Sanxiang, because the current distribution team will issue a newspaper of Sanxiang. After the integration, they will also publish several other newspapers of Hunan Daily Newspaper Group and some newspapers printed here, so that its operating cost will be lower.
Today's media: What about advertising management?
Qin: In advertising management, this is what we want. Our current advertising business is still more traditional. Every media runs its own advertising business, each going its own way and doing its own thing. This model can be operated under the condition that our current advertising plates are not large and the total amount is not large. However, if we want to make it bigger, we must integrate and corporatize the advertising business and implement the agency system.
Competition-learn from your opponent under the advantage.
Today's media: There are three major newspapers in Hunan: Hunan Daily Newspaper Group, Changsha Evening News Newspaper Group and Hunan Press and Publication Group. What do you think is the position of Hunan Daily Newspaper Group in Hunan newspaper market? What kind of position do you want her to be after the reform is completed?
Qin: We should be in a pivotal position in the newspaper market in Hunan. Because we have the strong support of the provincial party Committee newspaper. The focus of my support is in several aspects: first, political advantages, which are unmatched by other media. Political advantage can ensure that the whole operation of the newspaper will not have any big risks. Second, there is a talent advantage. Hunan Daily was founded 57 years ago, and it is full of talents. Third, our traditional advantage of running a newspaper-advanced culture, we have accumulated rich experience. The other is a strong economic advantage. This kind of economic advantage is supported by the provincial party committee and government in policy and economy. For example, when the newspaper culture city was established this time, we got a long-term loan of 65.438+0.5 billion yuan from the government for 25 years. Above, I'm afraid it's hard for other media to do it. With these advantages and support, I believe that Hunan Daily Newspaper Group has a decisive position in this market in Hunan. This advantage cannot be measured by the amount of advertising, and some things should be considered comprehensively. Especially in terms of our current circulation and coverage, I think Hunan is still the most influential.
Let's not compete with them, just do our own thing and let others say what they like. The most convincing thing is that you should have strength, do your best and say anything. I don't have the strength, so everything is in vain.
I think these newspaper groups in Hunan are respectable competitors, and we should learn from them.
Today's media: In addition, Hunan's media market is different from other regions, that is, Hunan's radio and television is very strong. This will inevitably carve up more advertising market share in Hunan. How does Hunan Daily Newspaper Group respond to the challenge of Hunan Radio and Television?
Qin: That's true. Hunan Radio and Television has done a good job, with strong support in it, and a large number of advertisements have flowed to Radio and Television. But when it comes to the challenge of radio and television to the newspaper industry, we should think backwards, that is, how to run a newspaper well and how to get close to the masses and readers. I think it's still that our newspaper is not running well, its influence is not great, and the reading habits among readers have not formed. Newspapers are not good-looking, so we can't blame advertisers for not looking for us. Only by making newspapers influential, bringing new things to readers and forming the habit of reading can we attract advertisers. It is meaningless to criticize the division of radio and television blindly.
The future-appearance
Today's Media: What are your plans for the newspaper reform of Hunan Daily?
Qin: The plan is certainly grand, but the most important thing now is to carry out the reform we have started step by step. My idea is to turn Hunan Daily Newspaper Group into a powerful media group, not just a newspaper group, within 3-5 years. I can only say such a principled thing now, and it can't be done just by talking about it. It's easier said than done. What we are doing now is to succeed one by one and make it look like.
Tan Xiaoguang is always modest and prudent in interviews, and never talks too far or too much. He has always emphasized "doing things in real life" and made some achievements in real life, so he was somewhat exclusive in the initial contact interview. As he said, "the most convincing thing is your own strength." But when it comes to the reform of newspapers, he is full of confidence and admits that he must seize the opportunity of the second newspaper reform and improve his influence.
Some people say that they will choose to wear cloth shoes in public, pay attention to their inner feelings, be more casual and be willing to be down-to-earth I wonder if President Tan Xiaoguang, who wears cloth shoes in an office like a conference room, is such a person? Can his reform in 2006 "make a difference" as he wishes? I hope we can see clearer results by the end of 2006.
Tan Xiaoguang's resume
Tan Xiaoguang, graduated from Hunan University with a master's degree, is currently the Party Secretary and President of Hunan Daily Newspaper Group.
1980 March transferred to Hunan TV Station as a reporter, section chief, deputy director and director of news department; 1985 to 1988, majoring in politics and religion in Hunan Institute of Education; 199 1 year, 1 month to1February 1993, served as member of the standing Committee of Shuangfeng county Committee and deputy magistrate; 65438+1Deputy Director of Hunan TV Station since August 1993; 1996 1 June to present, member of the party group and deputy director of Hunan Provincial Radio and Television Department. He has served as deputy editor-in-chief of Hunan Radio and Television Department, deputy director of Hunan TV Station, general manager of Hunan Radio and Television Development Center, executive deputy commander of Hunan Radio and Television Center and executive deputy general manager of Hunan Radio and Television Group. (1995- 1998 on-the-job graduate student majoring in business administration, Hunan University,1998+February, obtained the master's degree. ) From February 5438, 2006 to February 2002, he studied in Central Party School 17 Middle School; 200165438+February served as deputy director of the Propaganda Department of Hunan Provincial Committee; In July 2003, he was elected as the chairman of Hunan Journalists Association. From June 2005 to October 2005, he served as Party Secretary and President of Hunan Daily Newspaper Group.
Hunan Daily is the organ newspaper of Hunan Provincial Party Committee and the comprehensive newspaper with the largest circulation and the most authoritative in Hunan Province. ?
Hunan Daily is an eight-page daily newspaper. The first edition is an important news edition, which mainly publishes important news in the province and important news at home and abroad; The second and third editions are news editions in the province, with "Changsha News" column; The fourth edition is International Current Affairs, editing and distributing International Exposition or International Collection; The fifth edition is a domestic news edition, with columns such as market and consumption, Xiaoxiang hot land, tourist hotline, Dongting, literary supplement, legal system and society, family counselor and so on. The publication is closed on Sunday, with rich content, strong readability and color printing. The first to eighth editions of Hunan Daily have various advertising spaces for customers to choose advertisements.