History of Life | New Wind of Book Advertising

Under the conditions of the commodity economy, the sales of books and magazines first depend on the quality of the book and magazine itself. At the same time, we must strive to broaden the issuance channels and do a good job of publicity and promotion. The publishing and promotion of books and periodicals is inseparable. Publishing is the basis, issuance is the key, and advertising is the media. By increasing product awareness, gathering and analyzing information, and understanding the cultural market in order to adopt corresponding measures to promote business, it is the inherent requirements in the development of the commodity economy. In the life bookstore, all methods are used to promote the promotion.

Hello everyone, I am the editor -in -chief Zou Tao Fen. In a blink of an eye, this is already the 15th column of "History of Life". We talked about the survival operation of many life bookstores.

Yes, time is so fast. Listening to the development history of living bookstores, lamenting that it is not easy to walk along the way. However, the fans of bookstores can always continue to innovate and lead the bookstore to develop and grow.

Unique publicity and promotion work

In the promotion of books and periodicals, you must start your mind and think more about it. Understand the comprehensive publication situation, and work closely with the process of publishing and issuance.

At the beginning of the establishment of a life bookstore, the scale was not large. The publicity and promotion work was personally organized by the manager Xu Boxin to design advertisements according to the needs of issuance. The text introduction text of the advertisement is provided by the editorial department. The pattern of the advertisement is drawn by the designer of the book. This division of labor under the unified plan is an unwritten rule. Later, with the development of the business, improved the business mechanism, and set up a functional department -promotion classes. There were only a few full -time staff. The above traditional practices remained unchanged. The advantage is that in joint work, the formation of communication information internal and external, which is conducive to enhancing the overall concept, improving business awareness, group strategies, seizing opportunities, pioneering and innovation, and starting the vitality of all aspects of work.

It can be said that the promotion of the life bookstore is unique and has its own characteristics, which is mainly manifested in the following aspects.

A new style of advertising culture

The operation of the life bookstore is based on serving the readers, focusing on social benefits and reputation, the propaganda of books and periodicals, and requiring the scientific attitude of seeking truth from facts to introduce readers to the content of books and periodicals, guide readers to seek knowledge. powerful. For example:

The book "One Day of China" edited by Mao Dun is a collection of report literature that has been sensational nationwide. It is based on the inscriptions that happened throughout the country on the eve of the Anti -Japanese War on May 21, 1936. Education to the author and readers received more than 3,000 manuscripts, up to 6 million words, and the scriptures were repeatedly selected. A thick volume of hardcover. Mao Dun's advertising words for this: "Here are the obscenity and enjoyment of rich people, the masses who are struggling on the hunger line, the scholars who dedicate themselves to the national revolution, the oppression and destruction of women, the numbness of the backward class, the rampant religious superstition, the public officials The corruption of the local tyrants. From the 500 articles collected in this book 18 editor, we can see that China's one day or is not limited to the ugly and holy of this day, a general face of light and darkness. "

This advertising word uses only more than 100 words, filled with deep emotions, outlines all aspects of people such as those times.

Another example is the advertising text of the "Russian Short Story Collection" written by "World Library", Tolstoy, etc., which is written by Zheng Zhenduo, and more literary meaning: "There is an unsaptible spiritual confession here, and there is a brutal life. The sorrowful complaint of the lashing; here, it can make people a diverse poetic. At the same time, it can also make people feel the impulse to destroy this dark world in the deep depression. In short, this is a revolutionary revolution. The lives, moods, moods, disillusionment and hope of people from all strata Russia have fully showed the outstanding selection. "

The advertising text and writing of various books in life bookstores are different. The content of the responsibility of the reader is faithfully introduced.

Mao Dun's editor -in -chief "One Day of China"

(Picture source: book.kongfz.com)

The publicity of advertising is only one of our marketing methods. Life bookstores have established a good contracting relationship with the retail industry and trafficking, and designed the "snowball" promotion method of "recommendation list" of relatives and friends. Unique distribution network.

Use various publicity methods to promote

Published books and magazines published advertisements with content description or directory in newspapers and magazines; compiled various book and periodical catalogs, distribute readers through the distribution channels; printed and promoted painting for distributing bookstores in various places to post Books and magazines are printed on the blockbuster of the magazine (more than 100,000 magazines booking households, and millions of bags are used each year); There are also books on the blank pages of some books (such as youth self -study books, world knowledge series, etc.), which are published on the blank page or other books of the same author of the same author. The venue for advertising in hand. In this way, the reading industry can often come into contact with bookstore advertisements in life bookstores and deepen the impression of bookstores.

Living bookstores to make books and periodical advertisements, which have the superior conditions that are too late to the same industry, is that it has published 10 types of journals, which is the best medium for spreading and publishing information. There are "Life" Weekly (followed by "Freshman" Weekly, "Popular Life" Weekly), "Literature", "Translation", "Taibai", "World Knowledge", "Women's Life", etc. There are more than 100,000 soldiers, and "Popular Life" has 200,000 tens of thousands of sales. It is the best place to publish books advertising in all places and overseas Chinese. New books and magazines are advertised in these publications, and repeated publicity of key books and periodicals. 1935 "World Knowledge" Volume 3 No. 5

Published "Popular Life" advertisement

(Picture source: book.kongfz.com)

For example, the "Literature" monthly publication was promoted during the issue of the issue. 50 days before the publishing, on the foundation of the "Life" weekly, the publishing preview was published with a full version of the publishing preview, and the list of editors, editors and special writers, members of the editorial board They are well -known literary writers and literary critics. Of course, there are publications, subscribing prices and issuers. Suddenly, it was immediately eye -catching in the lonely literary world.

List of the author of publishing trailer

(Picture source: sohu.com)

One week before publishing, the preview of the CEO Catalog on the same section. The first article was Lu Xun's "The Third People" ", including the creation of famous masters such as Mao Dun, Ye Shengtao, Yu Dafu, and Ba Jin. It has a strong attraction, and the subscribers come. On the day of the initiative, many newspapers and magazines were posted at the same time, making the publications well known that the publication number was printed by 10,000 copies. It was sold out in a few days. This is the effect of the content of the publication, distribution, and promotion of Sanhao interaction. The former is the basic element, and the role of the latter two should not be ignored.

In addition to using journals for publicity, we must also be boarded by daily advertisements. The coverage of the daily newspaper is large, and the transmission is rapid and the response is timely. Life bookstores choose to advertise on the "Declaration" in the most intellectual readers to achieve the opposite. Daily advertisements must not be logged in, but the advertising fee is quite considerable. Each part of the advertising fee is a one -dollar and five -corner of the ocean. Generally, the ads that are available can only be a narrow one and mixed in various advertisements. It is not conspicuous. Manager Xu Boxin is good at advertising and created a joint advertisement of books and magazines. The method is to wrap the first edition of the Life Bookstore, and after the arrangement and design, it is divided into several rectangular compartments. The small and medium -sized publishing operators who commissioned the bookstore to sell their publications will be invited to participate. The sharing standards of the newspaper's charges are very popular. The first edition of the "Declaration" can be red and black. The title of the joint advertising is decorated with art patterns, and the words are printed with the nationwide book and magazines of the living bookstore. Each of these advertisements is designed by the bookstore and is also very beautiful. In this way, the new book advertisements are collected together to give readers a centralized publishing information and transform it into a cultural news version. The recruited book advertisements are also selected without toxins. Readers trust the life bookstore, and the life bookstore is responsible for the reader. Joint advertising, held once a month, could not accommodate later, sometimes expanded to two whole editions, and developed to Shanghai's "Dagong Pao". In this creation, the new culture of spreading the communication is the role of unity and support for the new publishing industry, but also helps themselves for its own business to achieve mutual benefit.

Books and periodical advertisements published on the first edition of "Report"

(Picture source: sohu.com)

Editing the book is also an important project of publicity work. The directory is diverse, which adapts to different objects and different needs. It can be divided into two categories: book directory and journal directory. Some of the books and magazines for this version of the book are promoted to the bookstores and sold all books. There are singles in form, books, and books are also divided into large and medium. The distribution department distributes to various book buyers and peers through the distribution department.

Here, we must also mention the compilation of the "National General Book of the Country". This is another creation in the promotion of life bookstores. It is edited by the special author (Li Dingsheng) on ​​the basis of the "National Publication Catalog" compiled once a year. He spent a lot of energy and hard work. He selected more than 20,000 kinds of books (you can buy) from the "May 4th", arranged in scientific book classification, and attached a variety of special bibliography after the general book, such as Children's Books and so on. The purpose of editing and printing this general book, as the postmoder said:

In the difficulty of spreading the new culture, standing at the position of the fiber fiber and presenting a little meager assistance is the main volunteer we compiled and printing this catalog. It is not the "shame of the country" and "the national shame", " "Shilinzhi" such a kind of pair of "shame, but the hearts of the readers' ardent and their actual needs.

This chief book is printed into a hard paper hardcover with 32, with more than 1,000 pages. It can't afford it, but it cannot be sold at general standards. In order to achieve the purpose of the editing, only one four -corner money is collected, which is not enough to print the cost. It is used to recruit books and periodical advertising revenue to compensate and collect the effect of complement.

1935 "The Eyes of Life National Studies"

(Picture source: book.kongfz.com)

By the way, ask the advertising cost. Life bookstores attach importance to publicity and promotion, and advertisements can be seen everywhere, but the expenses of advertising costs are not much. The reason is that the advertising fee is on the advertisement on the publications published. The joint advertising fee is shared by everyone. The expenses of other advertising expenses also have calculations and attach great importance to the effect. Even if you log in in this version of the journal, you do not count the costs, and do not waste space, carefully arrange, pay attention to design, and grasp the timing. In any case, promoting books and magazines will have necessary advertising expenses. The problem is to use it. From the perspective of development, the advertising expenses can be compensated from the gain of more fast sales. In addition, weekly magazines such as "Life" also allocated certain layouts to recruit external advertisements and increase advertising fees. In this way, the revenue and expenditure will only account for about two or three percentage points of the total turnover. If individual publications are regarded as high or low. At that time, our economic foundation was extremely weak. It was absolutely incredible to ask a colleague to design advertisements. Fortunately, there was a versatile Mr. Boxin, which was "going out". Getting started, you can sit down and draw drawings, write a sound explanation for various types of merchants!

Random promotion approach and method

—— Tracking continuous promotion method. "Life" Weekly was closed, continued to release the Weekly of the Freshman. The ideological content of these weekly magazines is inherent. "Life" has more than 50,000 subscribers and is the basic reader of life bookstores. In this case, when "Life" was banned, it was sent to the original ordering account of "Life" to ask for renewal after being banned by "Life". In the future, each journal will be handled, so that the new journals will quickly gain a foothold. This can also be called grafting method.

——The snowball promotion method. Seeing that some old bookings of the journal have a gift from relatives and friends, they will be inspired from here and set up promotion methods. Booking 5 copies in the whole year will be added for half a year to get incentives. Then, please introduce the old bookstores to introduce the names and addresses of 10 friends. Due to the introduction of friends, the publication has been interested, and it has subscribed, and journal subscribers have increased significantly.

——Book and periodical chain promotion method. There are a variety of journals in life bookstores, which are published related books. The author and readers are basically the same, and the books are complementary to the journal. To this end, it is stipulated to subscribe for one year of "Literature" for one year, and a "I and Literature" edited by the editor of the journal; One volume, or purchase "The Year of the World Knowledge of 1936" to give half -price preferential treatment; another year for subscribing to the "Taibai" half -monthly issue, a thick volume of "Little Pingwen and Comics", so, and so on.

—— Signatures to the promotion method. The "Literature Diary" and "Life Diary" published by Life Bookstore are new diary books with celebrities. In order to adapt to young people's hobbies, those who pre -orders can sign for them on the cover for free. welcome. Many readers give it a gift to relatives, friends and classmates. The bookstore is not annoying to make a zinc version of one, and the printing factory is seal, and another pair is sent. Here is a enthusiasm for serving readers.

"Life Diary" inner page

(Picture source: book.kongfz.com)

—— "Creating Demand" promotion method. That is, the potential needs of readers are realistic needs. It is not enough to do advertisements for publicity and promotion of books and periodicals. Of course, these need to contact readers, organize readers, and promote reading campaigns. The monthly magazine of "Reading and Publishing" aims to "cause universal reading atmosphere and promote sound publishing." Recommend a good book, publish the outline of tutoring self -study, introduce learning methods, contact social and cultural groups, or learn to organize lectures, promote various reading activities, come to the door, take the mass line, and do not simply do buying and selling. This is for readers. One aspect of service is far beyond itself.

In addition, there are books such as holding books, cheap books on festivals. There is a general principle that requires conducive to spreading new culture. At the same time, it is necessary to consider mutual benefit and seek business development under service guidance. It is considered that the most smart operation is of real significance only with the above principles.

Mr. Boxin completely used the service of the service to design for the people who were advertising ... He made a satisfied and admired by others. Therefore, we have one more advertisement. It seems that they have made more friends, and they have a deep impression on our spirit of service.

Create conditions for readers to facilitate communication and purchase of books

In view of the difficulty of subscribing to books and periodicals in remote areas and overseas Chinese readers, in addition to publishing new books and periodical advertisements, sending and sending catalogs, etc., the life bookstore is special with Bank of China, Bank of Communications, Bank of Shanghai, Bank of Xinhua, Jiangsu, Jiangsu Provincial Farmers Bank, Zhejiang Industrial Bank, Juxingcheng Bank, Mainland Bank, Fuyun New Bank, and Overseas Chinese Bank have signed a total of 10 major banks. It belongs to more than 500 punishment branches at home and abroad, and will be remitted for free to purchase books for free. In return, the bookstore has opened a special account in Shanghai's top 10 banks, and the remittances are recorded in the account and settled once a month. The reader's remittance can obtain a free remittance application form made from the bank. After filling in, the bank receives the payment.

In this way, one or two uses are both the book purchase list and the remittance list. Readers can not only send books for free, but also save the work of writing. The procedures are simple and the cost saves it. The mail order business of a life bookstore is a promotion. People want to ask such good things, why is the bank so "fighting"? This is not a "benefit", but mutual benefit. It is necessary to look at it from the strategic vision of business operations. This is also good for banks. First, Xiaosong's book -free foreign exchange fee can drive the exchange business and conducive to the absorption of deposits. It can obtain interest from the time difference between the calls of the funds in the remittance A and B, exceeding the remittance fee. Second, Bank of China and other advertisements on "Life" will be paid for advertising fees. Nowadays, life bookstores to publicize free remittances and purchase books are naturally listed in the bank name. Isn't it for free advertising for banks? This cooperation is based on mutual benefit. Of course, this is a wise decision to be friendly. Xu Boxin, the manager of the life bookstore, is that Gao Mingming is to combine the interests of all aspects as my use.

"Life Diary" published "Top Ten Banks Free remittance"

(Picture source: book.kongfz.com)

The opening of the 10 major banks for remittances to purchase books, edited and printed the "National General Book of the Country", and organized joint advertising. It is the three major initiatives in the promotion of life bookstores.

Practice has shown that it is inseparable from the service spirit and service methods that are responsible for the reader's responsibility to do a good job of publicity and promotion. This is an important condition for making life bookstores win the success of social reputation and career success. It is also an important part of life bookstore that focuses on the overall interests of attaching importance to spiritual civilization in corporate management.

Life bookstores have always adhered to the purpose of "serving readers wholeheartedly", and the advertisements that have been published are also responsible for readers, just like speech news. Using advertising to make a profit, but with social benefits first, this is also the embodiment of effectively dealing with the relationship between "business" and "career".

It is a full lesson again! These advertising principles and promotion methods still have a reference significance today, which is worth our learning and thinking.

Next week will be the last period of the "History of Life", and there will be a special planning

Part of the content of this article is selected from "History of Life Bookstores"

Edited by the Editorial Committee of Life Bookstore History Manuscript

Life · Reading · Xinzhi Sanlian Bookstore Life Bookstore Publishing Co., Ltd.

Note: The picture in the article comes from the Internet. If there is any infringement, please contact us to delete

Capture in this issue: Hu Heyi

Editor in this issue: Zhao Qingming

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