I. Name
Named "Hanfeng", it means that the upsurge of Chinese studies has swept the world like the wind.
Second, the purpose of running a newspaper:
1. Provide communication channels for Chinese students, improve their academic level and writing level, and broaden their horizons.
2. Chinese language major is a new major in China, which is young and promising. Through this newspaper, we will build an external publicity platform for Chinese language majors and improve their influence in schools and society.
Third, reader orientation:
Students from the Chinese Department, students from other majors in the College of Liberal Arts, and Chinese lovers inside and outside China Normal University. Based on the College of Liberal Arts, it influences China Normal University and radiates the whole society.
Fourth, the main idea of the newspaper:
1, the direction is correct. Reflect the latest principles, policies and priorities of the party, the state and the school.
2, distinctive features. At the same time, it pays attention to the aesthetic function and academic function of newspapers, reflecting the mental outlook and learning atmosphere of Chinese language students. Set readability, ideological, inspiring, targeted and realistic in one.
3. Pay attention to the depth. In-depth coverage of social hot issues and other topics, so as to enhance the taste of newspapers.
Verb (abbreviation for verb) Page: (The newspaper is equivalent to the size of the Southern Reading Newspaper)
1, front page: reporting news related to Chinese language major or Chinese development in society; Report the news of Chinese department, such as sports meeting, various competitions, lectures, exchange meetings, etc.
2. Second Edition: Sports Garden. Publish original works such as articles and poems of Chinese students.
3. Third Edition: Special Topics. An exclusive interview with a teacher in the College of Liberal Arts, or a special report on a news.
4, the fourth edition: hot discussion. Discuss topics that are meaningful to college students on campus or in society, and express different views on a phenomenon, so that students can express their opinions and communicate with each other.
Sixth, the source of the manuscript:
1. Students can contribute freely. Special contribution 3. Our reporter's manuscript 4. Call for papers. Extracted from a network or publication.
Seven, publishing cycle:
It is published twice every semester, and the time is about:1mid-October and1mid-February (the first half of the school year); Late March and late May (the second half of the school year).
Eight. Printing and distribution of newspapers
1, contact the printing factory for printing.
2. Print 250 copies per issue. Among them, *** 100 copies were distributed to the leaders and teachers of the College of Liberal Arts, 1 * * 86 copies were distributed to the students of Chinese Department (currently only in Grade 04 and 05), 2 copies were distributed to other classes of the College of Liberal Arts, and 1 copy was distributed to other colleges and posted on the school bulletin board. If possible, send it to the Chinese Department or the College of Liberal Arts of other universities for exchange.
Six, the newspaper staff arrangement
1. Instructor: Teacher Zhang Qi
2. Consultant: Teacher Zhou Guoguang
3. Editor: 1. Make an overall plan for the newspaper, including the focus of the report, layout style, etc. Assist the responsible editor in layout planning; Organize editorial department meetings.
4. Editor-in-chief: 4 persons. Responsible for the overall layout planning, including content conception, interview arrangement, draft invitation, etc.
5. Art editor: Two. Layout design and photo processing.
6. Reporter: 8- 10. Complete the interview task assigned by the responsible editor and write the manuscript.
7. Photojournalists: 2. Photo coverage of related activities and news,
8. Proofreading: 2 people. Proofread the first sample of the newspaper from the aspects of words, phrases and typesetting.
9. Public relations and sales: 2 people. Contact interview, contact printing factory for newspaper printing, newspaper distribution and other communication work.
Client: Henan Newspaper Group
Newspaper Name: Today's Consumption
Newspaper orientation: newsprint, cultural paper, practical paper and popular weekly newspaper that lead the new trend of urban life consumption of citizens in the province.
Highlight practicality, that is, give priority to life service information, supplemented by news and cultural information.
Target market: Take Zhengzhou, Luoyang and other relatively developed cities in the province as the center and give consideration to other cities.
Reading objectives:
Reader's reading level: mainly middle-income citizens (specifically, the monthly salary is above 1500 yuan), and it is aimed at readers who pursue quality of life and content.
Knowledge structure of readers: mainly readers with college education or above.
slogan
Know how to live and pay attention to consumption today.
Description of newspaper positioning:
With the continuous development of Henan's economy, the life of citizens in some cities in the province is increasingly rich, and the demand for life service information is increasing day by day. They need to know that there are distinctive restaurants, bars and entertainment places they want to go to, which are the best choice for their holiday travel and a good place for their shopping, as well as hot concerts and wonderful sports events. ...
At present, the existing weekly newspapers and magazines on the market are mainly about current affairs, and there are not many weekly newspapers and magazines about life services. Beijing is famous for its boutique shopping guide, which has great room for development in this field.
Why target upper-middle income citizens (specifically, the monthly salary is at least 1500 yuan)?
Different from most news and current affairs weekly newspapers, only people with a certain income can pay more attention to topics such as fashion, entertainment, tourism, famous brands and leisure, which are the contents of life service weekly newspapers and weekly magazines, and these people are the most loyal readers of this kind of life service newspapers.
However, we should also see that compared with the eastern coastal areas, Henan's economy is still backward, and modern urbanization life only exists sporadically in Zhengzhou, Luoyang and other cities. On the whole, it is still in the ascendant and has not yet formed a prairie fire. Therefore, it is unlikely to follow the path of "elitism", otherwise there will be too few readers.
The author thinks "Consumption Today" is a weekly report of urban life, with life service as the main content, which is the closest content of the public every day, and strives to be civilian and "elite" appropriately.
About College Students
College students are pure consumers. They may not have much economic ability for the time being, but they are a group full of vitality and yearning for urban fashion life. They are often very interested in lifestyle information and often consider their hobbies more when spending. Although I am a student, I also have the need to read life service newspapers. When I was studying in Beijing, I found that Boutique Shopping Guide had been circulated among some students, which proved this.
College students are the main source of urban white-collar workers with strong spending power in the future, so this is a reader group worthy of training and long-term consideration. In recent years, China's colleges and universities have expanded enrollment year after year, and the number of college students has soared. The importance of this growing group is also increasingly prominent.
About urban youth
Young and middle-aged people in cities, especially those urban white-collar workers with higher incomes, should be the most loyal readers of this newspaper and should also be the basic relying force. It can be seen from the popularity of very "petty bourgeoisie" magazines in the past two years.
distribution channel
In addition to using the original distribution system of Henan newspaper, don't forget the following important channels:
Set up sales points in some important business districts.
In some large supermarkets, the cashier buys and delivers on behalf of others.
Set up sales points in transportation hubs such as stations and airports.
Set up sales points in some living quarters.
As a daily consumption service newspaper, Consumption Today should have a good effect if it is sold with some commodities in some places with large consumption.
issuing date
Once a week in advance, after the issuance grows steadily, it can be increased to twice a week, and one of them can be made into a special issue or special issue according to the situation.
Printing and packaging
Full-color coated paper is the trend, but in order to reduce the cost, it is impossible to use coated paper completely like magazines, but we should pay special attention to packaging design and picture application, especially this lifestyle-leading newspaper. It is suggested that a visual design department composed of professional artists and designers should be set up to plan and design the printing and packaging of each newspaper to make it beautiful and full of visual impact. Beautiful covers often become the reason why readers buy newspapers. Different from current affairs newspapers and life service newspapers, external image is more important.
Possible problems and solutions
Life service newspapers, if not well done, often cannot balance the interests of advertisers and readers. Because readers are reading life service information, which is naturally similar to advertisements, especially soft advertisements, newspapers can easily become the focus of various advertisements, lacking readability and causing readers' boredom. What is more serious is the appearance of journalists' "pull" advertisements, which act as the "mouthpiece" of advertisers in content, leading to the decline of newspaper credibility.
In order to prevent the above situation, the author thinks that we must adhere to the principle of relative independence of editing and advertising business. It is not only to ensure the objective notarization of media content and obtain good social benefits, but also to better establish the brand image and authoritative influence of newspapers from the long-term commercial interests, thus effectively promoting a virtuous circle of management.
Newspapers should not only publish life service information, but also highlight guidance and guidance. We should lead fashion, interpret fashion, deduce fashion, interpret fashion, make fashion, and use fashion to package and deconstruct all kinds of news information and business life information.
Although it is a life service newspaper, it should have news and news elements, mainly news information. Need to do some news to increase readability, news content is concentrated in the fields of economy, consumption and popular culture. "Boutique Shopping Guide", "Jiang Shen Service Guide" and other media: These newspapers, which were originally biased towards practical information, now provide mainstream news information with mainstream sections and main columns, and practical business consumption information is attached to the mainstream news pages.
Realize differentiated competition and survival. First, the level is poor. The same news should be in-depth news and quality news. Second, the content is different, based on and focusing on the field of commercial finance and economics, and gradually transforming into financial media. Third, the angle difference, the same theme, should adopt a different perspective and vision from the metropolis daily.
In addition to the material content of consumer goods, make things with human touch, soul and interpersonal communication to meet the spiritual needs of readers.
It's a bit of urban culture.
Layout, content and column planning
Format: four tabloids
The reason why the tabloid format is adopted is to conform to the trend of the world tabloid. Because the tabloid revolution is not only a change in layout size, but also a change in content: the boundaries between news and entertainment, public affairs and private life are blurred; News focus shifts from politics, economy and society to interesting soft news, special stories and humanistic stories; Compared with the traditional serious newspaper, the tabloid is an "alternative newspaper". Since "Consumption Today" is a weekly life service for the public, it is better to adopt the format of four tabloids.
The daily content can be divided into three sections: life, news and culture. Life-oriented, news culture-driven, close to the public, newspaper-oriented, not periodical-oriented.
News category:
Weekly consumption trend: list the news in the consumption field in the past week.
Fashion interpretation: focusing on a certain theme, focusing on in-depth reports and explanatory reports, with certain comments.
Market Watch: Describe personal news events in the tone of journalists, participants or witnesses, highlighting the sense of news experience and scene.
"Quality report": comment on the quality of various consumer goods and services and make necessary summary.
Cultural category:
"Urban Culture": Introduce various cultural trends in the city, and conduct some exclusive interviews with relevant figures.
"Everybody Talk": A talk column, which expresses people's views and experiences on a recent consumption topic.
Emotional story: a touching story of everyone's life experience.
Life class:
sensitive
Food Express: It reports the latest food news and preferential information in Beijing.
"Eat words and eat words": search for the most distinctive food in Beijing and make wonderful comments.
"Home Chef": I will teach you to make meticulous and exquisite home cooking with the most common raw materials, and I will also tell you some elementary school questions in the kitchen.
health
Healthy life: health knowledge in daily life.
Beauty slimming: methods, common sense and experience of losing weight and beauty
home
Guide to buying a house: knowledge about how to buy a house.
Decoration: Experience and knowledge of house decoration.
Second-hand housing fax: second-hand housing market situation, provide relevant information.
travel
Attraction recommendation: a good place to travel and vacation.
The comparison of various tour routes in "Route Quotation" is for readers to choose.
Experience and knowledge about tourism in tourism collection.
Men on the road
Cars:
Automotive market dynamics
Car protection
Cheyou boutique
go shopping
Kill time in a bar
amusement
go shopping
get a facial
Go to the theatre
workplace
film and television
read a book
popular song
sports
In addition to the above routine content, we can also create some special sections and columns from time to time, and strive for continuous innovation, change and survival in content. The key is to find the blank spots of readers' needs. The content should reflect the characteristics and actual situation of Henan Province.
And some other media, such as the life channel of TV station, jointly produce some columns to enjoy the use of resources and promote the attention of program content, which can also be used as a regular business project.
Cooperate with some enterprises and commercial organizations to do some columns.
brand management
Advertising marketing: advertising structure is closely related to citizens' life, such as consumer goods advertising, communication products advertising, automobile advertising, real estate advertising, entertainment advertising, exhibition advertising and so on.
As a weekly newspaper of life service, its advertising form should be different from that of daily newspaper. It is best to do classified advertisements, and many of them are best in the form of soft advertisements. It is necessary to highlight the guidance to readers.
Network marketing: using the network to make money and carry out additional business development, such as advertising or other media distribution agents.
Brand extension:
Cross-media development, cooperation with some TV, online media and publishing institutions, using the influence of the brand itself to create new value, and developing various by-products such as TV programs, series, CDs and photo libraries. For example, the Life Department of Beijing Youth Daily cooperated with a channel of Beijing TV Station to produce a TV program, and Beiqing Daily was responsible for planning and writing the script, and the TV station completed the shooting and post-synthesis.
Give full play to the advantages of brand resources and extend them to the economic field. IT is common to use brands to develop exhibition economy, such as auto show, fashion show, real estate show, IT communication show and CEO summit. For example, this year's auto show held by Southern Newspaper and the annual exhibition held by Computerworld.
Set up some organizations, such as car clubs, song clubs, travel associations, DV lovers, etc. Use these associations to cultivate readers, increase readers' loyalty, and engage in some activities at the right time to enhance the emotional atmosphere. We can consider letting some innovative people participate in the content production and marketing activities that are consumed today.
operate
In terms of management, the author believes that we should insist on not setting up a large and comprehensive organization, and emphasize streamlining the troops and simplifying the administration. Today's Consumption has a special editorial department and advertising department, and the typesetting, printing and publishing can be undertaken by the newspaper group or social forces, and the affairs of personnel, party affairs and logistics administration can be entrusted to the newspaper group for escrow, thus making the newspaper a light cavalry, which not only simplifies management, but also is very active and can move forward quickly.
About leading consumer fashion
The author saw from the internet that some people said practical consumption.
conspicuous consumption
Cultural and sports consumption
Today, there are three levels of generalized consumption in China society. The lowest level of consumption only values practicality, that is, using physical objects to maintain basic survival needs. The second level of consumption aims at the gold content of commodities, in order to prove their purchasing power and show off their money and wealth. The highest level of consumption should highlight the symbolic value of goods, that is, the cultural connotation of goods, so as to express their personality and taste. Take food consumption as an example, practical consumption should be saved, conspicuous consumption should be expensive, and it will even swell to eat gold powder seats. Style consumption may arrange food based on personal health and environmental protection concept, and the consideration or concern about expensive or cheap is second. The second level overcame the material limitations of the first level, and the third level not only abandoned the material limitations of the first level, but also cured the shortcomings of the second level in cultural cultivation.
In the 1990s, especially in recent years, with more and more rich people with high cultivation and high taste, style consumption gradually came out of conspicuous consumption. Mature consumers choose goods according to their own personality and expectations of their own image. First of all, they value the cultural connotation or style attribute contained in the goods, not the gold content or luxury attribute of the goods.
If Consumption Today can be published twice a week, I think the first issue will focus on practical consumption and conspicuous consumption, aiming at the general public. The other issue takes style consumption as the theme, aiming at high-level people who emphasize cultural taste and individual consumption. This is just like making IT products, both low-end products should cover the market and high-end products should lead the trend and achieve the best results.
"Today's Consumption" should shoulder the heavy responsibility of leading the consumption fashion in Henan Province, and highlight the characteristics of this province according to the needs of different audiences.
market competition
For today's consumers, the author believes that it is easy to survive and not easy to develop.
From a nationwide perspective, there are not many life service newspapers that are doing well at present, and Beijing is famous for its boutique shopping guide. Other forms of media also have many competitors.
Comprehensive metropolis daily
Because many city newspapers now have special editions or groups of consumer services such as culture, life, services and supplements, many readers may not be able to buy special life service newspapers after reading the current news in front of the newspaper and the service information at the back.
Countermeasures: comprehensive newspapers, the main force of which is current political news, can be professional and authoritative in terms of consumption information, and deal with it in three different ways (discussed earlier).
Fashion and life magazine
Some magazines such as Fashion and Ruili are very popular with high-level readers. Magazines can often be made very beautifully without too much consideration of cost. You can set a higher price, you can set it at more than ten dollars. Weekly can't do this, and it can't compete with it in exquisiteness, and it may lose some high-end users.
Countermeasures: the magazine publishing cycle is long and the editing power is small. You can conduct in-depth research on a certain topic, but the breadth and timeliness of the content are not long. Based on the original information channels of Henan newspaper industry, Consumption Today makes a big fuss about these two aspects.
Fashion and life TV channels, columns and programs
It is generally believed that television is a stronger medium than newspapers, and its sense of scene, dynamic images, rich sounds and emotions are beyond the reach of newspapers.
Countermeasures: one of the biggest weaknesses of TV: information is perishable and difficult to save. Suitable for making scene information, lacking depth. You can work hard on guiding, leading and explaining the depth. The author thinks that TV media should not be regarded as competitors, but as strategic partners, and cooperate with relevant channels and columns of Henan TV station and TV stations in several big cities to realize complementary interaction in program content and win-win situation.
After the publication of Today's Consumption, there may be a local metropolis newspaper to follow up, either setting up a sub-newspaper or publishing a special issue to compete with it in terms of localization characteristics, which should also be considered.
In my opinion, this is the key to gain a dominant position in the competition: Consumer Today has established long-term and stable cooperative relations with some large commercial organizations and government departments based on the dominant position of Henan Newspaper Group, paving the way for relevant information.
At present, domestic professional newspapers (or trade newspapers) are mainly IT newspapers, financial newspapers and service consumption newspapers.