chinese national geography is China's National Geographic. Li Shuanke thinks that the management of magazines is very simple, that is, content comes first forever. Without good and attractive content, magazines will be eliminated by the market sooner or later. The market is a natural "peer school". In the market, as long as the magazine is well done, there will be readers; With the reputation of readers, advertisers will be in favor. So as to form a virtuous circle and make the magazine grow and develop continuously. Under the guidance of this idea of running a journal, chinese national geography strives to create an editorial team of "journalists+scholars+writers+scientists+philosophers", so that the content can be integrated with knowledge, interest, appreciation, collection and practicality. Therefore, chinese national geography is determined to set up a powerful editorial department. In the case of extremely tight funds at the beginning of the publication, the magazine allocated 8% of its funds to the editorial department. Now, the club has given the editorial department the most superior conditions, the most generous treatment and the most advanced equipment. But this kind of investment is conditional, that is, the editorial department must produce high-quality content, from words to pictures, and strive for perfection. To this end, the leadership attaches great importance to the value of people. There were two graduate students who asked to join the chinese national geography team, but the salary requirements were extremely high. Li Shuanke did not think they were arrogant, but let them stay as interns. He thinks that a high salary is reasonable as long as he is talented. This personnel system not only creates an excellent editorial team, but also inspires the diligence and loyalty of employees. In Li Shuanke's words, they feel guilty after taking a few days off, feel sorry for the magazine, and feel that they are behind, so they must do something for the magazine. Regarding the achievements of chinese national geography today, Li Shuanke thinks that he has nothing unique: "All textbooks say: content comes first; All teachers teach students: content comes first. We just follow this requirement in a down-to-earth manner. " Regarding the profitability of the magazine, Li Shuanke didn't want to talk about it in detail, but vaguely said: "It's about several million a month. There are also some incomes from selling copyrights and documentaries abroad. In short, the benefits are good, which may far exceed your imagination." Each issue of chinese national geography is priced at 16 yuan, with a circulation of 4, copies. Calculated according to each 1 yuan, the monthly distribution income is 4 million; The advertising fee per page ranges from the cheapest ordinary full page of 86, yuan to the most expensive back cover of 186, yuan, with an average price of about 1, yuan. Based on the average of 3 pages of advertisements in the first nine issues of 25, the monthly advertising income is 3 million yuan. Together with the income from selling copyrights and documentaries abroad, it is estimated that the average monthly income may be close to 1 million yuan. Distribution: Ensuring the interests of newsstand owners Li Shuanke made an analogy. The editor of a magazine is like a human brain, and distribution and advertising are two legs. If the distribution and advertising all depend on the agency, it is equivalent to a person with only a brain and both legs belong to others. Therefore, chinese national geography magazine has always firmly grasped the control of distribution and advertising. In terms of distribution, chinese national geography currently has three distribution methods: post office subscription, individual subscription and newsstand retail. More than 4, magazines distributed through the post office are all subscribed by local libraries. Since libraries in China are all public institutions, the annual subscription plan should be subscribed to the post office after approval, and the post office should issue a reimbursement document for each unit, so this part must be issued through the post office. Individual subscribers are all subscribed through the member clubs of the magazine, enjoying discounted membership prices and various membership services. The magazine has a way to distinguish between unit subscribers and individual subscribers who subscribe through the post office, and finally "squeezed out" all individual subscribers. At present, all individual subscribers subscribe through member clubs. The retail part is the most distinctive. The magazine chooses several dealers in each region and city, and gives them different preferential margins according to their sales. The more sales, the more discounts. At the same time, the magazine believes that the retail part will ultimately depend on the terminal sales staff, that is, the stall owners of more than 4 thousand newsstands all over the country, so the interests of the terminal stall owners must be maintained. Therefore, when the magazine signed an agreement with local distributors, it was clearly stipulated that the sales of the stall owner should be linked to the preferential amount given by the distributor to the stall owner. The more the stall owner sells, the more preferential the distributor gives to the stall owner. If the magazine finds that the distributor is in breach of contract, it has the right to cancel the distributor's agency qualification. This effectively safeguarded the interests of stall owners and inspired their enthusiasm for selling chinese national geography. An old lady set a record of selling more than 6 magazines every month, and the magazine sent someone to investigate and found that the situation was true. The reasons are as follows: 1. The old lady's newsstand is located in a busy area, and there are many office buildings nearby, with the bus stop in front and the canteen behind. 2. The old lady weaves the main contents of each issue into jingles, and whenever she sees white-collar workers buying newspapers, waiting for the bus and shopping, she introduces the main contents of chinese national geography on her own initiative. In this way, many people buy after browsing and are used to buying here. 3. Some long-term customers worry that they can't buy the magazine of the month due to business trip, forgetfulness and other reasons, so they subscribe to the old lady. In a few years, the old lady has more than 4 regular subscribers. Now, the old lady is too busy alone, and the laid-off daughter-in-law also comes to help. She is responsible for delivering magazines to the subscribers' homes at the first time every month. Advertising: It must conform to the magazine's positioning. The positioning of chinese national geography is a modern magazine for the mainstream class with high education, high income and social influence. The core readers are "young people around 35 years old, with a bachelor's degree or above, with an income of 3, ~ 5, yuan, who like interdisciplinary knowledge, love outdoor sports and love nature". The magazine believes that advertising must first conform to the magazine's positioning and be responsible to readers. Secondly, we must make a choice in advertising, so that advertisers can get value for money and be responsible for advertisers. In the words of President Li Shuanke, BMW will be with Mercedes-Benz and will never be with QQ. In terms of circulation, the magazine insists on real circulation. Li Shuanke believes that the present society is not the same as before. In the past, many newspapers used to advertise by falsely reporting the circulation, but now most enterprises will find ways to investigate the advertising effect. If they think that the effect is not good, they will change the advertising company, so the advertising company will carefully choose the media to advertise. They have a series of testing methods to test the circulation, target audience and circulation rate of the media. In such a market environment, no matter how self-proclaimed the media is meaningless, time will tell. Making a magazine is not a one-off deal, but a long-term accumulation, including the accumulation of brands, readers and customer resources. In advertising, magazines insist on running their own advertising business instead of acting through advertising companies. Chinese national geography's advertisements are mostly high-end consumer goods, such as electronic products, automobiles, telecommunications companies and airlines, etc. Li Shuanke said that these advertisers were all selected by the magazine, "Birds of a feather flock together", and so are advertisers. He specifically mentioned a well-known cultural periodical in China, which was originally influential in content and elegant in positioning. However, as the advertising business was all represented by advertising companies, the advertising companies also published mail-order advertisements on the page for short-term benefits, so that the original advertisers of high-end consumer goods withdrew their advertisements one after another. Expanding brand value The competition of enterprises is brand competition in the final analysis. Similarly, the competition of magazines is also brand competition. After the establishment of the brand chinese national geography, how to expand the brand's popularity and reputation and constantly stimulate readers' loyalty is an important factor related to the magazine's future development. Chinese national geography carries out brand expansion and brand extension through a series of activities: setting up the chinese national geography Fund, carrying out outdoor tourism exploration activities, organizing summer camps for teenagers' scientific investigation, and organizing readers' meetings in major cities across the country. In April 23, "chinese national geography Fund" was officially launched, with donations from domestic and foreign enterprises and individuals as the source, which was mainly used for investigation, exploration and research related to funding geographical science communication; Funding for civil natural environmental protection activities; Sponsor the annual forum on "Geography of China". After the applicant submits a written application report, the fund is signed and distributed after being accepted and reviewed by the Foundation, and the amount of fund support ranges from 5, yuan to 5, yuan. Since the establishment of chinese national geography, the magazine has continuously organized readers to participate in the scientific research activities of the magazine. So far, it has organized four "Dragon's Ridge Trip-Crossing the Qinghai-Tibet Plateau" activities; Two trips to "pay attention to sandstorms" in Hexigten Banner, Inner Mongolia; Conduct scientific investigation activities in Dalinuoer National Nature Reserve, Yarlung Zangbo River and Sichuan-Tibet Line in Inner Mongolia. Members of member clubs can sign up to participate in scientific research activities with scientists and magazine reporters in off-road vehicles, and feel the original natural scenery, learn geography and geomorphology knowledge, and experience the beauty of nature and geography. This activity was strongly sought after by readers, and the number of people in the period was full. Similarly, after the publication of Natural History in January, 24, every summer, the magazine organized a "scientific research summer camp" for small members, which was also welcomed by young friends and parents. These activities are charged, but the magazine thinks that the field scientific research costs a lot, just making ends meet, and it is not profitable. This year, in order to celebrate the fifth anniversary of the magazine, the magazine held a series of forums on "Charm of Geography" in Nanjing, Guangzhou, Xi 'an, Chengdu and Shanghai, inviting scientific, cultural and media people to communicate with local readers on topics such as geography, ecology and humanities. At the same time, Natural History magazine also launched an educational forum on the influence of extracurricular knowledge on students' comprehensive quality. At present, chinese national geography has achieved success in China and achieved a prominent position. "A hundred miles is half ninety", which is an epigram that makes every successful person dare not neglect. For chinese national geography, a local journal of human geography, this sentence is equally applicable. (Our reporter Pang Chunyan/This article was published in Media in November 25)