China Magazine Industry's first marketing 2.0 case study

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First, look at the manifesto of the 50-man magazine:

A magic magazine, look forward to your curiosity!

1. You have to advance the magazine, and the magazine you are purchasing does not exist before you purchase it.

2, you cannot tell whether you are the reader of this magazine or the author or the issuer.

3. Don't expect it to be issued on schedule.

She "does not belong to any institution without official investment." It comes from folk an interesting idea that you can when it is a transitive game. ”

I am also one of the 50 partners in this exploratory grassroots magazine (just the No. 250 partner, OH), a just met Shanghai girl Shang introduced to me the concept of the magazine (Word of mouth spread), I paid 200 yuan on the spot, advance purchase of this magazine 20, and in the "50 people" the first issue of the book " Internet Business article. When Gray and other people started the "China Marketing 2.0 Center" invited me to study and write Chinese marketing 2.0 cases, because I personally participated in this new magazine, so I first thought of this case, although this 2.0 exploration to be banned and ended.

I wrote this case because the magazine's operations meet the basic rules of Marketing 2.0:

New and unique user experience (never had a magazine operation experience in the magazine Industry 2.0 exploratory is China's first example)

Very interactive (full user participation, the user's own money, edit themselves, publish themselves, their own issue)

Automatic diffusion-Non-advertising proliferation (by the sponsor blog several articles and automatic word-of-mouth dissemination, no commercial advertising promotion)

I have this case as I wrote the first marketing 2.0 typical cases, mainly because a lot of seemingly marketing 2.0 cases is actually promotion of 2.0 cases, and not from the product design planning stage has a strong user participation, not from the beginning of the integration of marketing from the perspective of 2.0, but only from the beginning to consider user interaction, and many rely on a large number of advertising costs to promote The push is not the so-called Marketing 2.0. and "50 people" the bright spot lies in the user participation depth, the breadth, and is superior to the traditional promotion.

In addition, "China Marketing 2.0 Center," The purpose is to help small and medium-sized enterprises and marketing individuals, if the talk about marketing 2.0 will say that foreign "second Life" such a large business case, and does not necessarily have the domestic marketing of the replication of the soil. So we look forward to more search for Chinese local marketing 2.0 cases of folk grassroots exploration, even if not successful is also a useful exploration. I hope that the case is small, side of the grassroots case, so more typical.

It's a case. In addition, we strive for originality, do not want to become the kind of "you copy me, I copy you" by Google search Paste writing method, I hope that each case can be interviewed to the operator himself, rather than purely reproduced information.

In addition, the way of MSN interview reflects the interaction of the network, and the article appears lively some, vivid some, interesting, and some original.

MSN Interactive Original interview record

In this way I interviewed the "50 People" Creative magazine sponsors, the beautiful Hangzhou miss leaves.

Mr.brand (Shangxiang): As the first "marketing 2.0" case Explorer in China Magazine industry, you have a brief introduction to your philosophy.
Yezix leaves: I know the single IT Business circle, there are many growth-oriented enterprises, the desire for low-cost, but effective information dissemination and sharing. And those who deal with the code all day long, eager to know more lovely mm, to enrich their life. Why not start with a magazine we share? Perhaps the solution to this problem is to take up a small amount of time to drink coffee or go to the bathroom.

So I decided to make a different magazine and overturn all the existing magazine models. I don't want to be a magazine that has any relevance to a traditional media, it doesn't belong to any organization, it comes from the authors. I hope this magazine's idea is very interesting and the magazine rules are a game. Each issue was initiated by me to solicit partners, subject to advance purchase, and to prepare thematic or no thematic planning.

Mr.brand (Shangxiang): There is no doubt that the magazine is the marketing of 2.0 ideas, from the product (magazine) design began to be user participation, we from the following 4 aspects (products, prices, channels, promotions) to analyze how the magazine is Marketing 2.0, first of all, the product is the content of the magazine how 2.0.

Yezix leaves: The difference between content and traditional magazines is that we have no precise positioning, there is no target market, as long as you are a person on the line, as long as you have something to say, there are words to write, there is anger to vent, there are stories to share, there are products to introduce, there is demand to help, or, Or simply occupy a position in a daze. That's 2.0.

"50 People magazine" Let friends habitually for different reasons, to meet interesting people, fun things, perhaps one day they are surprised to find that their products better sell, friends more.

Mr.brand (Shangxiang): How is the magazine different from price, cost considerations and traditional magazines?

Yezix leaves: Our magazine is to subvert the magazine's issue prices and retail prices, such as the rules of the game: days, you also want to royalties? Break the idea. Less a good article dead people, want to play word games, please go to professional venues, to find professional players PK go. I don't have the authority to do a professional media, but we only have the right to speak. I do not sell magazines, to say that the price is just how much you buy the magazine, you have a corresponding number of pages, according to the rules of the game, you can provide the content will be proportional to the number of purchases. But your content is wonderful enough, I will publish more as appropriate.

To tell you something, at last year's blog annual meeting, we auctioned off two magazines (which were stolen from the printing press), the highest one of which took more than 700 yuan. All donated to Project Hope Projects.

Mr.brand (Shangxiang): How is the distribution channel of this magazine 2.0?

Yezix leaves: All authors are publishers, all of whom support distribution. The more magazines you publish as the author and the greater your interest, this drives the investment and marketing and distribution of each partner's products and needs. Let money incarnate as the power of sharing. This year, to adhere to a style, very difficult. But as a 2.0 game rule, it's really cool. There is no doubt that we have nothing in common with the traditional distribution of traditional magazines.

Mr.brand (Shangxiang): Finally, when it comes to promotion and promotion, how the magazine is automatically spread, marketing 2 only appreciate the spread of automatic diffusion.

Yezix leaves: The only promotion is through my blog, and then there are other places began to reprint, to know more and more people, they can participate in a own magazine, how many people have so little excitement and novelty, all of a sudden attracted more than 100 partners. The point is that every partner will automatically use his own resources to spread 50 of people's magazines, and they don't stand on their own because they've already paid for it. Because they do not want to be a simple buyer, to be a valuable partner. To the extent that they can affect, the promotion of the 50 people.

50 people because of the network relationship, the dissemination of basic no restrictions, so the friends to participate in all parts of the country, there are Taiwan, the United States, and even Greece. One of the books is being taken to Taiwan.

The promotion is also the knowledge, we do not need the humble begging and the lowly exchange, a sincere eye, only needs another sincere return. The dregs of the Earth cake, the popularity of such a period of time, why so many people row equal to eat, because it is really delicious.

Mr.brand (Shangxiang): Although the magazine was finally closed by the authorities, but finally you from the case of Marketing 2.0 meaning and value of your own summary.

Yezix leaves: I'm sure that 50 people can be said to be China's first Pure 2.0 magazine, and is the first use of creative sharing of the CC Agreement magazine, I think the significance of this magazine's marketing 2.0 is that this event is mainly to give ordinary people a sense of participation in their own magazines and pride, because the traditional media rarely have such a chance to sell their own, to everyone's advantage.

Summary：

There is no doubt that in the Marketing 2.0 theory, the 50-person magazine Interactive, user participation, dissemination of automatic diffusion, grassroots and other characteristics, can be said that the Chinese magazine industry's first "marketing 2.0" exploration case, is a great value for exploration. But the final ban on the magazine proved its limitations and commercial success.

Finally, 2.0 is not omnipotent, but because of 2.0, so that everything is possible.

Notice：

It says the first Marketing 2.0 case of the magazine industry, the next case is:

International Youth Hostel-Hotel industry's first marketing 2.0 success stories, the case characteristics of the traditional industry is the most embodiment of marketing 2.0 characteristics (experience, interaction, diffusion) of one of the typical cases:

Donkey Friend Participation (user participation)

Unique experience (backpack travel, environmental protection)

Diffusion (Word-of-mouth Communication)--non-mass media dissemination, do not spend a penny promotion, but the world's donkey friends are known as "International Youth Hostel."

If you have operated or participated in Heard of a grassroots case (not limited to business cases) that conform to the basic rules of Marketing 2.0 please contact me and accept my MSN Interactive interview, your name can appear in China's first marketing 2.0 of the book, this expected circulation of 100,000 books for you and your organization to get the promotion opportunities and enhance the reputation. MSN interviews focus on the following aspects (from products, prices, channels, promotions, how several aspects are 2.0):

What is the unique user experience and value of your project?

How do users engage in interaction?

How does your project promotion automatically spread and spread without spending money or a few dollars?