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Wang Pu, Executive Editor-in-Chief of Asia News Weekly, and He Li, Director of Operations, were guests on the Shenzhen Financial Channel's "Deep Business" program, where they spoke frankly about the magazine's purpose-
Spreading Love and Freedom to Asia
On December 30, 2009, in this day of the old year and the new year, Shenzhen Financial Channel "Deep Business" column team invited Wang Pu, executive editor of "Asia Newsweek", and He Li, director of operations, to be the guest of the program, to reveal to the audience the past and future life of this large-scale international Chinese current affairs authoritative magazines. Zeng Yingli, the producer of "Deep Business" and the general manager of Huaying Culture Communication Co.
At the beginning of the program, Ms. Yingli Tsang, as the host, introduced the two special guests. "The guest we have today is my counterpart ......". The heads of the two major media got together to do the program, not like doing an interview program, but more like communicating with each other. The interview site, from time to time, the host and the guests of the open laughter, the two sides on the responsibility of the media and the purpose of the deep discussion, the scene atmosphere warm, cordial.
The moderator got right to the point and asked editor-in-chief Wang Pu how he started Newsweek Asia magazine. Wang Pu confessed that it was a very fortuitous opportunity. In 2006, the filming of the TV movie "The Rise of a Great Power" inspired him and a few of his media colleagues in Beijing! They thought that after China's economic development and growth, it needed an international voice and a platform to speak on behalf of Asia. So the idea of founding an international journal was born, and positioned as the "voice of Asia", looking outside of Asia to see Asia, standing in the position of the world to see Asia.
Director Ho introduced to the audience that Newsweek Asia covers 49 countries in Asia, providing exclusive and sophisticated news and related services to 3.66 billion people. And it insists on being based on Asia and reporting on Asia. With brand-new news concepts and production methods, it profoundly reveals the objective truth of news people and events in the fields of current affairs, economy, science and technology, defense, culture, sports and fashion in Asia, and insists on people-oriented news care to build and prosper Asia.
In the interview, a very interesting topic emerged: the impact and influence of emerging media, especially online media, on traditional media. When Wang Pu was asked about this topic, he said eloquently that this is actually a question he has been pondering! In today's era of network information and flood of information, why does Newsweek Asia stand out? Because what the magazine sells is not the paper, but the unique style and design plus the sophisticated and exclusive content. In particular, the ratio of magazine content to advertisements is important, he believes. He said that readers read content, not just advertisements. Nowadays, many media outlets are richer in advertisements than in content, which is cheating readers and is no different from vendors selling watered-down pork! The advertisements published in Newsweek Asia are targeted at high-end brands, and the advertisement space is strictly controlled within 1/3 to ensure that the contents are rich and reflect the discourse and authority of the magazine.
He laughed that he does not exclude new media such as new things, is building the online version of Newsweek Asia, using the advantages of the network, Newsweek Asia to more high-end people, for more countries in the region, to create a wider visibility. He said. If the carrier paper as a traditional medium to exit the stage of history, "Newsweek Asia" will be in the form of electronic magazines to serve readers.
The Weekly News Asia once had a circulation of 220,000 copies, of which Director He Li was very proud to talk about. She said the uniqueness of Newsweek Asia lies in its flexible and versatile distribution model. We often joke with our customers, saying that we can do where the customer points to hit where, to ensure immediate results, advertising in our magazine will have an effect, and after customer feedback also did. Why is this? Because we have a secret weapon, which is the ANW database! We have an ANW information center, with 13 million enterprise information, according to the enterprise's basic attributes (industry, region, sales, number of employees, the nature of the enterprise, etc.) for screening, but also according to the key decision makers (such as general manager, purchasing manager, IT manager, marketing manager, financial manager, personnel manager, sales manager, administrative manager) to screen. ANW information center of high The ANW Information Center's High Consumer Database has information on 80 million high consumers. This data details everything from demographic characteristics (gender, age, marital status, income, education, area of residence), spending history (automobiles, real estate, education, finance, IT products, luxury goods, etc.), to purchasing intentions. As long as you want to call the magazine to which customers to the hands of which customers, this is data-based marketing. Precise delivery can help companies win business quickly. ★