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时至今日,全媒体融合、转型已经成为传统媒体的关键词,但毕竟从主体业务来说,报业的广告收入仍是我们的重点。因此,2013年,我们贯彻了报社领导提出的“立足报业,走出报业;立足广告,走出广告”的精神,在户外媒体拓展、销售分成、放心购、异地拓展等方面作出了积极探索,这些努力带来的收入弥补了全年平面广告的下滑缺口,全年收入超过了2012年。在报业经济面临转型,传统二次营销理论受到挑战的今天,我们应当如何对待广告代理公司?我们一贯认为,代理公司和报社在代理合同签约前双方是竞争性的谈判关系,签约后双方就是一个团队的关系,利益一致。代理公司在和报社合作的过程中,务必实现双赢,这样代理公司才能对报社忠诚,充分发挥各自的竞争优势,谈判中
Today, the all-media convergence and transformation have become the key words of traditional media. However, after all, the advertising revenue of the newspaper industry is still the focus of our main business. Therefore, in 2013, we implemented the spirit of newspaper leaders, “based on the press, out of the press, based on advertising, out of the ad,” and made active efforts in outdoor media expansion, sales sharing, ease of purchase and expansion in different places Exploration, the income from these efforts to make up for the decline of print ads throughout the year, the annual income of more than 2012. In the newspaper economy is facing transformation, the traditional secondary marketing theory challenged today, how should we deal with advertising agency? We always believe that agencies and newspapers in the agency contract before the signing of the two sides is a competitive negotiation relationship, both parties after signing is The relationship between a team, the same interest. Acting in the process of cooperation with the newspaper, be sure to achieve a win-win situation, so that agencies can be loyal to the newspaper, give full play to their respective competitive advantages in the negotiations