Newspaper and magazine layout planning and brand building

Under the market-oriented system, the newspaper and periodicals market has achieved unprecedented prosperity, but the competition is fierce. Similar newspapers and magazines are often positioned similarly, and they also imitate and clone each other in the content layout. This has caused local vicious competition. For newspapers and magazines, it is their purpose to maximize the use of advertising. To the media itself, it is the fundamental task of maximizing the attention of readers and fulfilling the social responsibility of its media carriers. Although there is a conflict between the two, it is more The consensus is to run the newspaper well or run the magazine well.

How can we manage a media well? This problem is not only large and empty, but also is not something that we can solve when we meet or discuss. Different media are faced with different appealing objects, and the contents and social effects or effects carried by them are very different. We can only rely on the media. Faced with the common aspects of the discussion and research, this article is from the perspective of the newspaper's layout and planning of the media in general from the perspective of everyone to discuss and study.

î—¥ î—¥ First, newspapers and periodicals are used as media for the visual plane, which is a kind of paper media that conveys information to the audience through symbols such as words, pictures, colors, and layouts printed on paper. No matter how good the content is, it must go through the form of paper and package and design this form before it can be circulated as a "commodity" on the market. A novel layout, a perfectly packaged media, can easily stimulate readers' desire to read, attract readers' attention, and then it is the resonance of reading pleasure and reading emotion. The successful media was first reflected in the success of layout packaging. In the years of media publishing research, we have found that good-looking layout packaging is not only the establishment and manifestation of media self-style and brand image, but also brings about other social effects such as circulation. For example, we conducted a readership seminar on a fashion magazine for a continuous survey, tested the magazine's cover, and based on feedback from readers, suggested that the magazine should adjust the style of the cover, resulting in the style of the magazine. It is more consistent with its readers' orientation, the market positioning is more clear, and the circulation is also improved. Layout packaging allows the media to tell readers in a clearer way what I am. This is a realistic example of layout packaging.

Layouts allow the media to answer the question “What am I?” In fact, this is far from enough. Because of the profit drive, the trend of homogenous competition in the newspaper and magazine market is becoming more and more serious. Many media are not only readers, but also content. Reciprocal copying and imitation are the negative effects of market competition. Many media have responded to the question of “What am I?”, and the ears of readers have begun to confuse, even without the ability to distinguish and choose. The indiscriminateness of readers' choices has brought confusion to the advertising market. In order to compete for advertisements, the media tends to falsely report their own distributions. It also adopts various promotional methods such as “gift” promotions for readers, in order to expand their influence. Create your own brand image. In fact, in the newspapers and periodicals in the era of homogenous competition, newspapers and magazines need to do more to find the difference between themselves and their opponents. Competitors never easily give their own cakes to others and seek new ones. The foothold is an important way for the media to win. The difference between the homogenous media, that is, to make media layout packaging design to answer such a question, why am I, what is the difference between me and others.

Most of us do not specialize in layout design and packaging work, but we will meet such a phenomenon in reality. When we mention XX, the mind will immediately map its general image. For example, we mentioned <<Beijing Youth Daily>>, its large version of the style of the big picture will immediately emerge in the mind, when it comes to Sina.com, its column style and website main colors will surface, this is the media image, the media layout Style created a brand image. Why don’t we think of the “Beijing News” when we mentioned the “Beijing Youth Daily”? Because both are city newspapers but they are very different in style. They have their own layout and design. The style was also very successful in answering the question "Why am I?" to the reader. From this, it can be seen that the question of what I am is relatively easy to answer, and to answer why I am my problem requires a higher level of media design. It is directly linked to the media's social influence and brand image. This is also my suggestion for media construction and strengthening self-competitiveness.

î—¥ î—¥ Suggestions on newspaper layout packaging planning. Newspaper and magazine layout planning should follow the principle of "convenience is gold". The modern society is an era of rapid information transmission and consumption. How to enable readers to read information faster, more, and more conveniently should be the first principle that layout packaging design follows. Of course, successful media with such a design concept will not be very successful. The second aspect of the proposal is that newspaper and magazine layout planning should be general, that is, to understand their own intentions, not to create new ideas, but to create new ideas. Further approach the readers, understand the actual needs of readers, strengthen exchanges between the reading and writing, pay close attention to the changes in the market, and do more market research. This is a concern for newspaper layout and packaging planning.

Newspaper brand building: invisible circulation.

î—¥ î—¥ layout packaging planning is to solve the media's "face" problem. In fact, behind this face, the real feedback to the market, feedback to the reader is the power of the media. The power of the media constitutes the media brand. Usually when advertisers choose media for advertising, they must consider the quality of the readers of the media, that is, the target of advertising, and secondly, they are concerned about the number of readers of the media, that is, the circulation. The number of readers and the quality of readers form the main reference for the value of media advertising. The brand building of the media is attached to both.

The media is the carrier of information and the carrier of advertising. The brand building of the media is actually an image advertisement of the media itself. Media with strong brand name often dominates the similar newspapers and magazines market. The quality of its readers and the number of readers are also significantly better than those of competitors. They are much favored by advertisers. In the current press competition in the market, media brands compete. It has also become a focus in the newspaper competition market. For example, in the metropolitan newspaper market in Beijing and Guangzhou, the number of urban newspapers competing in the same city in Beijing has reached as many as six or seven types, but each has erected its own brand image. Beijing Evening News’s “Evening Evening News” and “Beijing News” are responsible for reporting. Everything, and so on, express their brand and personality in a concise language. In Guangzhou, the three major newspaper groups have fought in the same city, and they have settled in each other. This is not unrelated to their unique brand building and expression. Under the role of marketization, brand competition in newspapers and magazines has also pushed newspapers and magazines competition to deeper levels.

The formation of a brand can be viewed in two ways. One is the formation from the inside out, which is similar to the way to “consume people by virtue” followed by traditional Confucianism in China. The media uses accurate and abundant information and quick means to convey information to readers and satisfy readers. The good image of the media naturally generates goodwill and reading dependence in the minds of readers. The difference between the brand image of the media and the images of other media is naturally established in the minds of readers. The brand image triggered by the reader's emotional identification is often more solid than other forms of brand building. However, the establishment of this brand is not achieved overnight and there is no advantage for market entry. The second way of brand formation is from the outside to the inside, the media through subjective strengthening of cognition, training readers and other series of initiatives, continue to promote themselves and create their own impression in the reader's mind, so as to achieve brand building and strengthening For the purpose, there is an ancient Chinese saying that “Good wine is not afraid of a deep alley”, but today, this market-oriented operation has also been broken by the brutal laws of the market. Like the media, companies cannot but consider whether their own products can Having established a foothold in the market and survived, “Jinzizi” took eight years to say the same sentence: “Protect the throat with a gold throat,” and “Shufujia” said the same sentence in China for nearly a decade. "Effective removal of bacteria", although the construction and operation of newspapers and magazines is different from ordinary commodities, it is definitely worth learning from. The brand building and maintenance of the media is an important strategic move.

According to Century Huawen’s monitoring data on the retail sales of newspapers and magazines in recent years, we have found that sales in the similar newspapers and magazines market have always been better-known brands. They monopolize most of the market share and leave it to the market for new media. The space is often very small, the market needs competition, they will not completely out of the market opponents, but to maintain a certain market share between themselves and their opponents. The maintenance of these status quo relies on the perfect operation and management of the newspapers and magazines. Another, more important, is the support and maintenance of its brand. It narrows the distance between the media and readers, and acts as an invisible medium for the expansion of the media. hand".

î—¥ î—¥ Recommendations on media brand building. First, the media should integrate its own superior resources and highlight its own core competitiveness. Further highlight its own brand in the market; Second, do more market research and strengthen the investment and maintenance of brand building. Good media, especially those media that are temporarily in a dominant position, one-sided emphasis on their boss position, ignoring market changes, resulting in many opportunities for opponents, their own circulation is quickly overtaken by their opponents. There are numerous examples of such cases. The construction of the brand is like an invisible big hand in the newspapers and magazines market today, affecting the circulation of newspapers and periodicals.

Source: Daan Harbor Author: Cai Zhengpeng