Advice for advertisers and old newspaper people shaking the scam uncovered circulation

World marketing comments (http://mkt.) All advertisers: this letter may be a bit long, but I swear, if you have the patience to read it, I would be grateful for, would be shocked, will, however, you will not be wasting in newspaper advertising. At least you can be considered a newspaper "circle," man, I'm a 30 annual industry distribution work of old newspapers, I "Metropolis" from editing to printing, publishing, distribution of any one aspect of his hand. Today, I want to I know important Insider tell you-my dear advertisers. As newspapers, advertisers, of course, is our bread and butter, because any metropolitan newspapers survival and prosperity have to rely on to your choice. Many times when I look back at his career, I have to go through countless conscientious struggle, because I really cannot face their own conscience, unable to face their own reality with advertisers to pay, making advertisers provide job, but doing damage to the interests of advertisers. But the truth is, I can't go back, the power of one person is too small for the science, I can do only in their own time to retire, and I know everything will tell you.　　　　The aim is only to be worthy of their own conscience ... Circulation: circulation of shaking the scam is exactly "during a particular period, the average number of issued" and "quality" issued comprehensive evaluation results. Because the "average circulation" = specific period effective circulation/newspapers (newspaper publication for a specific period number-excluded publication number). In particular, this formula, the emphasis is on "effective circulation of" what is the effective circulation!? effective circulation of which is the newspaper publishing quality, refers to exclude non-normal distribution number other than through retail and consumer subscription, agencies, free of charge, free subscriptions, and other ways to reach the reader's hands, and form effective reading newspapers.　　　　Therefore, the decision of the advertising and circulation are the publish price, determine the impact of advertising. First of all, I do not say that we have all heard the, now almost all urban newspapers have claimed to own circulation of hundreds of thousands of copies, and some have even claimed to have exceeded one million copies.　　But I was repeatedly questioned by advertisers: your circulation so great, why are my ads published, only several dozen calls? (I heart will whisper to you is lucky, only a few telephones are many!), I worked all his life to issue of the newspaper, but I never dare to confront their questioning, because I was afraid when I tell them the truth, they thereafter will no longer be cast to the newspaper advertising money. We all know, the newspaper is a information hosted, measure the influence of important standard newspaper is circulation, circulation has been the advertisers who choose the target into the quick of one of the important factors. To me decades from a career newspaper industry work experience, the circulation of precise said was "at a particular time period, the average number of issued" and "quality" issued comprehensive evaluation results. Because the "average circulation" = specific period effective circulation/newspapers (newspaper publication for a specific period number-excluded publication number). In particular, this formula, the emphasis is on "effective circulation of" what is the effective circulation!? effective circulation of which is the newspaper publishing quality, refers to exclude non-normal distribution number other than through retail and consumer subscription, agencies, free of charge, free subscriptions, and other ways to reach the reader's hands, and form effective reading newspapers. Therefore, the decision of the advertising and circulation are the publish price, determine the impact of advertising. Here, it is not difficult to see that a city newspaper circulation relates to its survival, prosperity or weak.　　Newspaper circulation figures like television ratings, a metropolis without high issue volume and high quality issue, death is approaching. Now, let me tell you the city newspaper circulation what happened! those called out hundreds of thousands or even millions of circulation of urban newspapers, often only its historical maximum "printing records" instead of "average number of issued." In fact, a daily newspaper, each week for each day of the circulation cannot be the same, but differences remain huge. For example, under normal circumstances, a city newspaper every Monday, Tuesday's release if it is 100 000 words, Wednesday, Thursday there will be some increase, about 150 copies; Friday will reach 200 000 copies of the peak, the regularity of Saturday dropped significantly to around 80 000 copies; Sunday drop to the bottom, only 50 000 copies. At this moment, urban newspapers will usually be the release number of peak released to advertisers, for fifty thousand, did not refer to the hundreds of you. If you experience a significant political event or golden holidays, newspapers are issued an unusually large number of special issue of the newsletter, or, the extraordinary and special editions of the release quantities in Beijing and Shanghai this cosmopolitan city of over a million possible. Next, the "million" special circulation is his former club in the world of the great public. At this point, I think I need to remind advertisers, since the issuance price directly determines the advertising, newspaper advertising expenses charged to you must be built on the "millions" (historical highest) above! even in circulation only tens of thousands of copies of Saturday and Sunday, you still have to press the "millions" of the circulation of base pay for your ad!