Chapter 1186 Deceptive Data?

Mark Thomson was overjoyed, his little calculation started, and he gradually forgot about his nervousness, and began to talk endlessly, "Thanks to the large-scale drainage of Toutiao app, the pure digital subscribers of "New York Times" maintain a monthly The figure of 50,000 continues to grow and has now reached 1.13 million total users.

The fly in the ointment is that in the last quarter of 2015, The New York Times still had an overall net loss. "

Speaking of this, Thomson couldn't help but glanced at Yang Cheng's expression, seeing that the big boss didn't frown or express dissatisfaction, he felt relieved and continued, "Total revenue fell by about 3% year-on-year; total advertising revenue fell by 12% year-on-year, of which Print advertising fell 14%, digital advertising fell 7%; print daily circulation fell 6% year-on-year, and the Sunday edition fell 4%.

In addition, according to Mr. Eddy's layoff plan, there are currently about 80 employees, most of whom are editorial staff, who have been resigned by buyout;

However, this is not evidence of the failure of the digital version. The loss is only temporary. There are many reasons, such as the overall economic downturn, advertisers reducing the amount of advertising, and so on.

But I am confident that as long as the number of users continues to grow, it will be a matter of time to turn losses into profits, and I have set a goal for everyone within the newspaper. In 2020, the revenue of the digital version will reach 800 million U.S. dollars, including digital advertising revenue About 50%, or $400 million, digital subscription revenue of $400 million. "

Yang Cheng suddenly raised his hand to interrupt Thomson, put his elbow on the table, and said with a cold face, "According to what you said, if you want to achieve this goal, if the subscription price remains the same, you need at least 180- 2 million pure subscribers, and they must fully subscribe. In other words, these 2 million users will have to pay $25 per month to achieve your goal. Do you think that in the current fast-moving consumer era, someone will be willing to spend $300 a year to watch it all?

Or do you think there are 2 million middle-class people in the United States who are willing to pay for The New York Times?

Don’t think that if I don’t pay attention to the newspaper, I don’t know anything. Now more subscribers will only choose 2-3 interested sections to subscribe. One-third, so you are confident that within 5 years, the number of full subscription users will increase by more than 8 times? "

Yang Cheng's question made Thomson, who had just lost his sweat, break out in a cold sweat again

"This, that..." He hesitated for a long time, and couldn't even finish his sentence. Yang Cheng couldn't help being a little disappointed. His CEO actually used some numbers to deceive laymen to deceive himself. Can he not let him down.

Seeing Yang Cheng's slowly gloomy face, Eddie secretly thought that it was terrible. Compared with Thomson and Baquet, he undoubtedly knew Yang Cheng better.

It was already the experience summed up by his employees. Once Yang Cheng kept a sullen face and said nothing, it meant that some people would suffer.

Apparently the one who was going to suffer at this time was Mark Thomson.

In order to save the lives of his colleagues, Eddie bit the bullet and opened his mouth to rescue, "Boss, you may have missed some important information."

Mark Thomson quickly cast a grateful look, but Eddie turned a blind eye. Wouldn't it be courting death to make small moves under Yang Cheng's nose at this time?

He said self-consciously, "A considerable number of these subscribers today are attracted by the preferential measures launched by the "New York Times". Subscribe to preferential policies.

A weekly digital subscription to The New York Times for students costs $1 a week, a policy you'll always have as long as you're a student, and for faculty and staff, it's only $5 for the first 12 weeks, which is even cheaper than the student price, after that, $1.88 per week.

In addition, the "New York Times" has other promotional policies. Although the action is a bit aggressive, the effect is very good. These students and faculty members will recommend it to their families when they return home, thereby attracting more users to subscribe. This is also a publicity strategy. "

What Eddie meant was that Mark Thomson did not fool Yang Cheng with false data.

Yang Cheng also heard Eddie's intentions, and decided to give Thomson another chance, "Tell me about your specific measures. I mean ways to increase subscriptions."

Excited, Mark Thomson immediately said, "I'm going to readjust the structure according to the needs of the digital section, and set up the 'Audience Development Team', the 'News Department Data Analysis Group' and the 'News Department Strategy Group'.

We will fully implement the new media strategy in the next five years. . . "

Yang Cheng waved impatiently, "Don't talk about these useless things, just be more specific."

"It's boss, we must pay attention to the continuation of our own characteristics on the new digital platform, first of all, we must have brand awareness.

Regardless of the client or branch product, mainstream American media such as The Wall Street Journal and CNN have logo colors and fonts that can be recognized at a glance.

The same should be true of The New York Times. Now our digital subscriptions are divided into many subcategories. While readers choose, the media also obtains segmented user data.

For example, subscribe to today’s newsletter, or install the "NYT Now" client, we will edit the news topic into a graphic summary and push it to the user, and various links will be embedded in the summary to lead to reports or reports from various angles of this news topic. Looking back, through new channels and new platforms, the capacity and breadth of news have increased, and content distribution has become more precise and personalized.

The change we want to make is to make the text, pictures, and layout more fresh and easy to read. The most important thing is to increase the recognition and memory points. This is like learning from the Toutiao app. "

Unknowingly flattering, and not knowing if it had any effect, Thomson had no choice but to follow the train of thought, "The second is to make full use of our own advantages.

For example, CNN is mainly a TV channel, so on the new media platform, almost every report of it is a combination of title-video-text, and most of these videos are shared with the material of the TV station.

However, the digital edition of The New York Times still uses a typesetting similar to the front page of a newspaper, which looks a bit old-fashioned and even stubborn, and it is the same whether it is on the pad or on the web page. This typesetting is the same as that of traditional newspapers, and can be embedded in editors The "judgment" and "opinion" of the "Judgment" and "Opinion" are just presented in a different place, and there is no freshness. It is nothing to the old-fashioned old people, but it may be difficult for young people to accept. Afterwards, the results obtained through analysis.

This is also part of the innovative reforms we must make! "

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