E-Magazine Advertising started

Absrtact: It was at the end of 2009, when the Shinping, a print magazine publisher of the modern media group, found a modern-day communications chairman, Shao, who, for the first time, wanted to make an electronic magazine on smartphones.

It was at the end of 2009, Shinping, a graphic magazine publisher who had been in the modern media group for a while, to find the modern-day-spreading chairman, Shao, who, for the first time, had the idea of wanting to make an electronic magazine on smartphones.

At that time, China was still a street-full of Nokia, and most people were not sure what the App Store was, and Apple's tablet ipad had not yet been released. Shinping, however, saw a huge potential opportunity.

Before joining the modern communication, Shinping worked for many foreign advertising companies such as Ogilvy, and then came to the modern media group to become the founder of "Excellent Home pictorial", and then began to head "Le Live" magazine.

At present, "Weekend pictorial" in app application iweekly has become one of the most successful app magazine in China. According to the modern dissemination of the annual report, iweekly up to the end of 2012, the number of users for 7.4 million people, 2012 years of advertising revenue breakthrough 30 million. Shinping said Iweekly's advertising revenues could break 50 million this year.

The rise of the mobile internet and social networks has caused the world's print media to start to fret, but most of the paper's app revenues are very unsatisfactory. "Weekend pictorial" in the attempt to the app, for the transformation of the paper media to find a new way out.

Behind the birth of iweekly

At the end of 2009, "Weekend Pictorial" officially set up a mobile electronic magazine business, the team in Shanghai office. At that time, the whole team had only a few people.

After a period of intense research and development, the weekend pictorial first launched the iphone's electronic version in the Apple App Store, one of the earliest iphone electronic magazines in the country. Inside the team, they call the new product "iweekly" rather than the electronic version of a weekend pictorial--the app team wants to show its independence.

"We have about 30% of the content is from the paper version, 70% of the content is completely different." Shinping pointed out that, including the electronic version of the map, the title is edited, since then, Iweekly also about a number of special for the electronic version of the column, all of these are around the use of mobile Internet features.

In addition to the media content, the weekend illustrated app also adds some of the tools that are commonly used by its readership, such as the International currency conversion calculator. Since then, Iweekly has launched its own ipad version, which has a better user experience and is more like an electronic magazine because of the larger ipad screen. Currently, 70% of Iweekly's advertising revenue comes from the ipad version.

At the same time, Iweekly has set up an independent advertising sales team-which is different from most media. At present, many of the paper media is the paper medium advertising and app ads to sell, it is easy to evolve into a paper-advertising, the results of the app ads, so that app ads are sold out.

In this respect, Shinping explained, most advertisers inside the print media budget and electronic media budget is separate, so the establishment of a separate advertising sales team is necessary.

Shinping admits that Iweekly's ads are selling well, partly because of the years of networking she has accumulated in the advertising community. These ads are based on luxury goods, high-end wines, cars, and the "Weekend Pictorial" paper version of the advertising structure approach.

At present, Iweekly has a total of more than 30 employees, including editing, art, technology, marketing, sales are completed by the team independently, rather than relying on its parent newspaper "Weekend Pictorial."

"We have been careful to control costs, last year was more than 20 people, is now more than 30 people." Shinping pointed out that 2012 Iweekly received 30 million yuan advertising revenue, about more than 10 million yuan of profit.

The thinking logic of advertisers

Jessica (a pseudonym) is the head of advertising for a luxury goods manufacturer in China, and her company is one of the earliest advertisers in the electronic version of the weekend pictorial.

At the beginning of each year, her company will be a simple division of the year's advertising budget, such as how much TV ads, outdoor advertising, the number of magazine ads, Internet advertising how much ...

"We have about 10% of our budget per year on the Internet." Jessica said advertising in the luxury goods industry has always been cautious, so the move to new media is not that fast. However, Jessica already has a clear sense of the mobile Internet's occupancy of the entire user's attention span.

At first, Jessica asked the company's French headquarters, this thought can be from abroad peers to learn some "advanced experience", but found that the European smartphone, tablet computer is not as popular as China, but the Asian Japan, South Korea in the development of electronic magazine advertising ahead.

In the past when the print media ads, Jessica will first pick a group and the brand "tone" closer to the magazine, more concerned about the quality of the magazine, competitors have no advertising here and other factors, and to meet the requirements of the magazine formed a pool, can be shortlisted media is not many.

When these luxuries have new products to go on the market, Jessica usually goes to communicate with these more magazines, hoping to leave the back cover and other good advertising positions to them.

"We care about the beauty of the ad when we put it in." Jessica points out, for example, whether the advertising page is unique to the perfume brand.

Jessica's company is also trying to put ads on Internet sites, but it takes a lot of effort to monitor them, as many sites suddenly put ads for a discount on a shop under their perfume ads--a very bad situation in Jessica's view.

"But at the moment, we're just putting the app magazine ad as an attempt." Jessica said, the meaning of this is not the main advertising direction.

The advantage of the paper media like "Weekend pictorial" is that it knows how fashion is done and how it matches our ads. "This partnership with advertisers began to form in the age of Paper-based media, and it is now easier to move through electronic magazines to the mobile internet," Jessica said.

E-Magazine Advertising started

Since 2012, as economic growth has slowed, the entire media industry, which relies on advertising, has been challenged. China's retail spending slowed markedly in 2012, especially in the second half of the year, with only 7% per cent growth in the auto industry (15% in 2011) and only 17% per cent in the fashion and cosmetics industry (2011 by more than 20%), while the watch and jewellery industry slowed more sharply, from 2011 's 50 % to 2011 years of 16%, many advertisers have begun to shrink the advertising budget, and 2013 China's media advertising market is still not optimistic.

At the same time, the development of mobile Internet and social networking makes it possible for users to read the media quickly from print media and TV to mobile phones.

At present, most of the media are running their own app electronic version, but the operating conditions generally poor. In particular, the entire mobile digital media has been hit hard by the failure of the Rupert, the "The Daily", which has invested heavily in mass media and Apple's combined ipad.

However, while micro-letters and microblogs are currently "robbing" users of their reading time, the ipad's electronic magazine, with its beautifully large graphics, comfortable typography and cool multimedia effects, still has a lot of loyal followers.

"Now the majority of the pad media is done in traditional media. There are two extremes, one is the traditional media to electronic paper publications, and another is the online content aggregation. Iweekly Product director Wang Lian said.

Both trends have obvious flaws, with the former reading on mobile phones and tablets not as good as paper, and the latter's problem is the impact of micro-blogging and micro-credit.

Jessica, the company's advertising director, said that at present the entire electronic magazine market is still in the beginning of the situation, a good app is still very small, download is not very large, most consumers have not formed a fixed reading habits, so advertisers in this piece of the launch are just trying to She said that the media should spend more money to do the promotion of electronic magazines, will be in the advertisers to form influence.

"For electronic magazines, when you can sell brand advertising, do not sell effect ads." When you can sell hard advertising, don't sell soft text ads. Said the director of an Internet advertising agency.