Summer Newsstand Sales Internship Report

One. I see: "Digital Business Times" promotion

During the summer vacation, through the introduction of my classmates, I found a job that would make a little money and get along with my major. The work is the only business magazine under the "Boutique Shopping Guide" - the promotion of the "Digital Business Times". To put it bluntly, it is to promote the magazine "Digital Business Times". But to be honest, I don't think this is a mere physical activity. Our job is to sell this magazine in different newsstands every day. During this period, I saw some news about the operation of the newsstand and the sales of newspapers and magazines. The status quo.

First, let's briefly introduce the magazine "Digital Business Times". It is a semi-monthly magazine. It is published on the 5th and 20th of each month. We start a four-day kiosk promotion after two or three days of natural sales. Its single price is 15 yuan. It is a magazine positioned in the direction of business magazines. Due to its narrow customer base and insufficient popularity, it can only rely on promotions and accompanying gifts to attract customers. Compared with the magazine, they are accompanied by the "Ming Dynasty" mp3 genuine audio CD, the packaging is more beautiful, during the promotion period, most of the customers are bought for the "Ming Dynasty" . In the current magazine, we can easily find a lot of gifts, such as "Rui Li" to send bags, "Rose" to send soap, skin care products, etc., these are not uncommon, but most of them appear in fashion magazines. Business magazines such as China Business Weekly and Life Sanlian Weekly still rarely engage in such gimmicks. Of course, we have to take into account that this magazine is not as well-known as the magazines mentioned above, with a strong reputation and a fixed customer base. This magazine has been acquired by the “Boutique Shopping Guide” from Taiwan to the mainland. In seven or eight years, there is still no improvement. The urgent "boutique" began to spend a lot of money to make him come back to life.

Let's take a look, this magazine is not popular because of its small circulation, and its advertising is not high. Secondly, I want to run a business magazine far more than a fashion magazine because it is aimed at professional People, can not be arbitrarily created, and sometimes even spend a lot of money to ask some experts to express their opinions in the actual situation to show the professionalism of their magazines; to rush sales, naturally want to promote, to be famous, to be advertising, so that its operating costs It has been greatly improved. I was a rough calculation at the time, the editors of the journals hired by the magazine, the gifts and printing costs of the magazines, the money paid by the promoters, and the fees that were paid to the post office at the newsstand. Even if they were sold, they could not make any money. The more they sold, the more they sold. More, the more you lose.

That's right, "The tabloids rely on distribution, and the big newspapers rely on advertising." But this tabloid can't attract advertisements, and the issue is equal to loss. Their operation lies in the "treasure shopping guide" of the big consortium behind them! What kind of abnormal operation is this! I also heard the staff inside said that the most difficult thing to do now is the magazine. Without a strong economic pillar, it can't be done at all. It seems that their magazine has already embodied this law.

Second, I see: Beijing kiosk sales

In the process of the kiosk field promotion, it is not difficult to find that the largest sales volume is the Legal Evening News, the Beijing News, the Beijing Evening News, the boutique shopping guide, and other newspapers with a price of one yuan and a large amount of information. As far as the "Boutique Shopping Guide" is concerned, in the more prosperous areas of Chaoyang District, there are generally more than 50 copies per day. When there are promoters, the promotion can reach 120 or more in one morning. Newspapers and magazines sold in different regions are different. For example, in the area of ​​Guomao, in addition to cheap newspapers and magazines, magazines are also relatively fast. Like the "Digital Business Times" that I promoted at the time, it is also the best to sell. People are relatively easy to accept more in-depth things, not street news, or legal messages. On the contrary, in the newsstands around Jinsong Bridge, that is, on the edge of the old community, the good ones are generally one yuan for the Beijing News, French Night, North Night, reference information, etc. . There is also a kind of fashion people in the area of ​​the work. The relatively good fashion magazines are Ruili, Rose, Coco and other fashion magazines. These people generally don’t pay much attention to the price. They are also the "attacks" of promotions other than business people, because they are relatively blind when they buy magazines. As long as you are eloquent and catch their needs, the success rate will be high.

In this summer internship, although I didn't enter the big newspaper, I can find that there is an important link between the kiosk and the magazine in the chat with the newsstand, that is, the post office. Most of the newsstands are from outsiders, and they often listen to them complaining about me. Their language is simple, mostly complaints like "post office black heart". If every magazine wants to go to the kiosk, it must be handed over to the post office for 50,000 yuan a year. Other magazines, if they negotiate with the pavilion and can put on the kiosk, may wait for the fate of being copied. There are also many newspapers and magazines that have "tasks". For example, a newsstand in the area of ​​Shuangjingqiao, there are 20 "tasks" in the evening, the North Night, and the Beijing News. If you can't sell it, you can only use the newsstand. I ate it myself. If there is a loss, I can only eat dumbly, and the post office will hold these sales steady every day.

three. I see: "North Night", "French Night", "New Beijing News"

The evening of law, the North Night, and the Beijing News are the three most popular newspapers I sold at the Newsstand. No matter which newspaper kiosk I am in, "I am coming to the evening!", "Come to the North!", " Come to the Beijing News!" The sound is endless. So, I bought these three newspapers for a few days to get a look.

The layout of "North Night" is first of all various news: Today's news, science and education news, Beijing news, financial news, police law news, hotline news, and then the entertainment section, this section takes up a lot of space, followed by Small-scale literary prose, intellectual leisure, and finally world news, sports news.

The editorial layout of "French Night" is roughly the same as that of "North Night", but there is a section called "Cheshang", which contains information about some cars, occupying 10 layouts, and "French Night" 60 layouts. There is something different from "North Night". There are serial novels in it. Although it only takes up one page, it also reflects the characteristics of the newspaper. This is a long-term work!

The "Beijing News" does not have any special layouts, but the overall editorial layout is more comfortable than the two newspapers. There are more color plates and more pictures. This is an undeniable place to be better than the other two newspapers. .

As far as the content is concerned, the contents of these three newspapers are very different. On the same day, the newspapers rarely see the same message, but the heads are more consistent on the same day. They are all news about the National Day celebrations. In this way, the medium has played its most primitive function, and the mouthpiece of the state's rule of control has spread the top-down events.

Today, with the rapid development of digital news, street newspaper kiosks still stand still, proving the status of paper media in today's society. How to develop a good paper medium, in the end depends on the bottom-level sales, from where to explore the sales model, then rise to how to set the newspaper content, and finally to the management.

Not every operator has seen the newsstand sales, and the paper talks about the possibility of ruining a magazine. Not every editor knows the needs of the customer group. Closed-door cars may cause an end to the end! Therefore, I am very fortunate that I have not lost this summer vacation. During the sales promotion period, I saw the needs of various groups of people, the sales situation of various newspapers and magazines, and used some of the incidents to read some newspapers and magazines and saw them among them. The shining point.

Some of them are said to be high-sounding. In fact, I have also discovered a small secret, that is, basically a promotion or other part-time job. Few students who are seen in famous universities are basically students like specialists. There is an obvious fact behind this phenomenon, that is, they are all beautifully packaged into big companies, big companies internships, and grassroots on the grassroots campus, we went to the small newsstand. But I want to say a little cheeky, the internship experience of the kiosk promotion may not be too bad for the newspaper, because we go deep into the field, not just relying on physical strength to do things, but to open the eyes of the third soul to understand this carefully. The operation of the industry, and strive to dig some deeper things. In this way, perhaps they are much better than the tea in the big newspaper, and they are much better at making the printer!

Maybe I accidentally "Aq" for a moment, no way, the essence of the Chinese! This is also good, I will always maintain such a kind of self-confidence, arrogant and hard work, in the crowded newsstand, in the grassroots campus and the bright sunshine, bloom their own unique light!