雜誌難做（2003/06/02） -- 舒展超之大玩派

[ Show ]

Support VoyForums

[ Shrink ]

VoyForums Announcement: Programming and providing support for this service has been a labor of love since 1997. We are one of the few services online who values our users' privacy, and have never sold your information. We have even fought hard to defend your privacy in legal cases; however, we've done it with almost no financial support -- paying out of pocket to continue providing the service. Due to the issues imposed on us by advertisers, we also stopped hosting most ads on the forums many years ago. We hope you appreciate our efforts.

Show your support by donating any amount. (Note: We are still technically a for-profit company, so your contribution is not tax-deductible.) PayPal Acct: Feedback:

Donate to VoyForums (PayPal):

Sat, May 02 2026, 11:48:04

[ Login ] [ Contact Forum Admin ] [ Main index ] [ Post a new message ] [ Search | Check update time | Archives: 1, 2, 3, [4] ]

Subject: 雜誌難做（2003/06/02）

Author:
舒展超

[ Next Thread | Previous Thread | Next Message | Previous Message ]

Date Posted: 16:38:45 06/02/03 Mon

又見有雜誌出了「告別號」；可是，同時又有好幾本新雜誌創刊。
「雜誌愈來愈難做」，這句話似乎已講了釵h年；不過，今時今日這句話是沒有意思的，你大可以把句中的「雜誌」二字，隨便換作「酒樓」、「的士」、「舞女」、「賣魚蛋」等行業，都一樣通……但雜誌的難做，應該不大關董伯伯事。
這些年來，雜誌市場上演了一波又一波的劇戰，大家為了增加銷量和廣告量，而盲目地鬥個不停：鬥減售價、鬥一書多冊、鬥送禮送獎金、鬥廣告平……全是些增加成本、減低收入的慢性自殺式行為。咁鬥法，即使能收得一時之效，卻一樣會死！
試想想：每版廣告所收的價錢由早年近萬元跌到二三千，假使廣告量狂升一倍也無補於事！同樣地，原本賣十五元的雜誌減至十元八塊，就算銷量升五成也賺不回差價，皆因印書的成本也會隨之而多出五成嘛！
更何況，現今的實際情形是：雜誌售價減了，銷量只會微升而不是升五成；廣告要減到二三千元一版後，廣告數量方能勉強維持以往的數字。你說，雜誌這盤生意，怎樣做下去？
不過，仍然有新雜誌創刊，拭目以待──睇你點死。

[ Next Thread | Previous Thread | Next Message | Previous Message ]