Most popular from the data to see the distribution

2022-09-27
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From the data, the distribution market pattern of Beijing newspaper industry

since the second half of 2011, the overall average sales volume of Beijing comprehensive newspapers has been declining. Talking about the current Beijing newspaper distribution market, decline has become a word that Tian Ke, general manager of Beijing Century Chinese international media consulting company, can't get around

since the second half of 2011, the overall average sales volume of Beijing comprehensive newspapers has been declining. Talking about the current Beijing newspaper distribution market, decline has become a word that Tian Ke, general manager of Beijing Century Chinese international media consulting company, can't get around. According to Beijing Century Chinese's monitoring of the retail market, in the second half of 2013, the overall average sales volume of six comprehensive newspapers in the Beijing market was 80.35. Compared with the same period in the second half of 2012, the overall average sales volume fell by 10.24, or 11.3%; Compared with the first half of 2013, the overall average sales fell by 7.79 copies, with a decline of 8.84%

then, specifically to the retail market, subscription market and reader market, what is the pattern of Beijing's comprehensive newspaper distribution market today? Let's take a look at the following data, from which we may have in-depth communication and sufficient technical evaluation, which can bring some inspiration to the next content adjustment, service improvement and advertising

retail market: high distribution concentration

according to cuijianghong, brand data analyst of Beijing Century Chinese international media consulting company, from the sales ranking of Beijing comprehensive newspapers in recent years, Beijing evening news is still in the first place. Since the first half of 2013, the sales ranking of Beijing News has surpassed that of Beijing times to the second place, making the sales ranking of Beijing Times third, The sales ranking of Legal Evening News has not changed, ranking fourth, and the sales ranking of Beijing Youth Daily and Beijing Morning Post is the last two

in terms of market share, the data monitored by Beijing Century Chinese shows that in the morning post market, the cumulative market share of Beijing News and Beijing Times is 54.6%, accounting for more than half of the market share, with market shares of 30.61% and 23.99% respectively; In the evening news market, the cumulative market share of Beijing Evening News and Legal Evening News is 41.35%, and the market shares of the two newspapers are 33.32% and 8.03% respectively. On the whole, the market concentration of Beijing comprehensive newspapers is high, and the cumulative market share of three newspapers, Beijing Evening News, Beijing News and Beijing times, has reached 87.92%

from the perspective of average sales, the data monitored by Beijing Century Chinese shows that the average sales of Beijing Evening News and Beijing news are about 25, ranking the top two respectively. The average sales of single stall are 26.78 and 24.59 respectively. The average sales of Beijing Times is 19.28. The Legal Evening News, Beijing morning post and Beijing Youth Daily rank the bottom three respectively, and their average sales are below 10. On the whole, the retail market competition of various comprehensive newspapers in Beijing is mainly reflected in three newspapers: Beijing Evening News, Beijing News and Beijing times. Cui Jianghong analyzed

from the perspective of sales capacity and distribution level, the data monitored by Beijing Century Chinese show that the coverage of Beijing Evening News, Beijing News, Beijing times and Legal Evening News has reached 100%, and the coverage of Beijing Morning Post and Beijing Youth Daily is also above 97%. Combined with the actual sales rate, the actual sales rate of Beijing Evening News and Beijing news is relatively high, reaching more than 98%, the actual sales rate of Beijing times and Legal Evening News is more than 80%, and the actual sales rate of Beijing Morning Post and Beijing Youth Daily is more than 65%. On the whole, the retail market of Beijing's comprehensive newspapers is well stocked

subscription Market: Subscriber satisfaction is high

compared with the retail market, there were some changes in the ranking of community subscriptions of Beijing comprehensive newspapers in the second half of 2013, including Beijing Evening News, Beijing News, Beijing Youth Daily, Beijing times, Legal Evening News, Beijing Morning Post and Beijing Entertainment letter

according to Cui Jianghong, among the 4059 effective subscribers surveyed, Beijing Evening News and Beijing news are newspapers that most families choose to subscribe to, with a cumulative market share of 58.22%, and the market share difference of community subscriptions between the two newspapers is only 2.14 percentage points. The market share of Beijing evening news is 30.18%, the market share of Beijing news is 28.04%, and the market share of Beijing Youth Daily is 17.49%, The market share of "Beijing Times" is 13.6%, the market share of "Legal Evening News" is 7.74%, the proportion of "Beijing Morning Post" and "Beijing Entertainment letter" in community subscriptions is relatively low, and the market share is below 3%. Compared with the first half of 2013, the community subscription proportion of Beijing comprehensive newspapers is basically guaranteed. The adhesive has the following advantages: maintaining a stable state

residents' subscription to newspapers mainly depends on the credibility, convenience, content, service and other factors of newspapers. Cui Jianghong said that through the survey, it was found that more than 60% of the subscribers of the Beijing News believed that the newspaper had strong credibility and the most abundant content, and more than 35% of the subscribers believed that it was more convenient, good service and timely delivery; Among the subscribers of Beijing Youth Daily, 34.21% believed that the newspaper was rich in content; Among the subscribers of Beijing Evening News, 30.17% depend on convenience. Among the subscribers of Legal Evening News and Beijing times, there are many reasons for subscribing to newspapers

subscription satisfaction is a comprehensive evaluation of the satisfaction of newspaper subscription service and newspaper content. Cui Jianghong said that according to the survey results, Beijing Comprehensive subscribers are highly satisfied with newspaper subscriptions. Specifically, the subscriber satisfaction of Beijing News and Beijing Youth Daily is higher than that of other newspapers. Among the subscribers of Beijing News, 44% of the readers are very satisfied with the newspaper, and 52% of the readers are relatively satisfied. Among the readers of Beijing Youth Daily, 42% of the readers are very satisfied; Among the readers of Beijing Morning Post, Beijing Evening News and Beijing times, 35% to 40% are very satisfied

in the second half of 2013, a total of 3908 samples were obtained from the survey of century Chinese subscribing to newspapers in Beijing, and the subscribing rankings of 7 newspaper units were "Beijing News", "Beijing Youth Daily", "Beijing Times", "Beijing Evening News", "Beijing Morning Post", "Legal Evening News" and "Beijing Entertainment letter". In terms of the market share of unit subscriptions, the Beijing News and Beijing Youth Daily are in the leading position, with the two newspapers accounting for 44.4% of the market share, the Beijing News accounting for 22.65% and the Beijing youth daily accounting for 21.75%, and the gap between the two newspapers is not large; The market share of "Beijing Times", "Beijing Evening News" is more than 15%, the market share of "Beijing Morning Post" is more than 10%, and the market share of "Legal Evening News" and "Beijing Entertainment letter" is relatively low

from the perspective of unit subscriptions, the data of Beijing Century Chinese monitoring shows that the unit subscriptions of Beijing comprehensive newspapers are mainly distributed in private enterprises, and state-owned enterprises, party and government organs, and joint ventures also account for a certain proportion. With 5 Press the "impact" button to see that among the unit subscribers of the Beijing News, the proportion of state-owned enterprises and joint ventures is relatively balanced, with the subscription proportion of more than 24%, and the subscription proportion of private enterprises, party and government organs and foreign-funded enterprises is about 17%; Among the unit subscribers of Beijing Youth Daily, except for private enterprises, the proportion of other enterprises is similar, accounting for about 16%; Among the unit subscribers of Beijing Evening News, Legal Evening News, Beijing times, Beijing Entertainment News and Beijing Morning Post, private enterprises account for a large proportion, mostly more than 60%

enterprises with large subscription scale have a relatively high circulation rate of newspaper readers. Cui Jianghong said that the data of Beijing Century Chinese language monitoring showed that among the subscribers of the Beijing News, more than 78% were enterprises with more than 20 people, of which more than 26% were enterprises with more than 40 subscribers; Among the subscribers of Beijing Youth Daily, more than 66% have more than 20 subscribers, of which more than 20% have more than 40 subscribers. Among the subscribers of Beijing Morning Post, Beijing Evening News, Beijing Entertainment letter and Legal Evening News, enterprises with less than 20 subscribers account for a large proportion, all accounting for more than 60%. On the whole, Beijing Youth Daily and Beijing news have a high proportion of subscriptions among medium-sized and above enterprises. Subscribers to Beijing Evening News, Beijing Morning Post, Beijing Entertainment letter and Legal Evening News are concentrated in small and medium-sized enterprises

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