The current market situation of DM direct marketing

DM advertising in Europe and the United States is developing very rapidly, is second only to newspapers, television, the third largest media, accounting for about 20% of the total amount of advertising in the United States, and the current DM advertising in China's advertising market share is still in the negligible stage.

The U.S. is the largest country in the world in terms of advertising, and the investment in DM advertising accounts for about 16.2% of the national investment in advertising, and the status of DM media is ranked second. Germany DM advertising investment accounted for about 8% of the national advertising investment, DM advertising expenses ranked third. Austria DM advertising investment accounted for about 23% of the national advertising investment, listed in all types of media first. In our country, the development of DM is still in the early stage.

Since China began to restore the advertising industry, the strong media (newspapers, magazines, television) occupy the vast majority of the advertising market share. The low credibility of the DM publishing chain, the stagnation of DM media for many years, the lack of a good foundation, corporate awareness is not in place, the lack of professional organizations to provide this service and other factors, so that the DM has been in the stage of pending development for many years. At present can take the initiative to use DM to develop the business of most of the enterprises for some three-funded enterprises.

China is gradually standardizing the advertising market and strengthening the management of DM. The postal sector, which is closely connected with DM, is also actively developing DM business in the national organization, and launching "China Post Special Delivery Advertisement" to transfer the media, which has made positive efforts to enhance the status of DM media. Although the development of DM is still in the early stage, the growth rate of DM advertising in China is very fast. At present, nearly 80% of the enterprises in the country have used DM for advertising, and almost 100% of the large and medium-sized enterprises in Jiangsu and Zhejiang have used business letters to promote their products. And have taken the obvious role of promotion. Therefore, its input and output is more satisfactory to the enterprise, small and medium-sized enterprises have a good feeling and desire to use it.

Therefore, DM has been used by most enterprises as the first choice of business activities, its low cost and strong relevance, cordiality and authenticity, favored by business operators.

With the passage of time, DM media status will gradually improve, will continue to play its irreplaceable in society, and other advertising media **** with the formation of a multi-level, multi-directional, multi-channel communication of the three-dimensional network. 1. Distribution

In China's current 8000 kinds of periodicals, of which there are 5300 kinds of magazines with circulation less than 10000, most of these magazines are distributed as the main income. In addition, the circulation of millions of magazines in more than 23 kinds of magazines such as "Family", "Storytelling", "Reader", etc., its main income also comes from the circulation of income. For example, in recent years, the Reader's annual revenue of nearly 200 million of 180 million from circulation revenue, advertising revenue accounts for only about 10%.

2. Homogenization

Almost all financial magazines are built for senior managers; almost all automotive magazines are made for car buyers and owners; almost all fashion magazines are opened for young white-collar women, many magazines tend to be the same direction of the orientation of the readers, and the positioning of the positioning of the subdivided down is a little fuzzy.

3. Data

Currently, the highest reading rate in China is still the general magazines; hobby magazines are also well read; these magazines are generally based on circulation revenue as the main source of income, and advertising revenue accounted for a small proportion or none; these magazines are generally black-and-white newsprint inserts, and some magazines have colorful inserts; the retail price is relatively inexpensive, about 3-9 yuan between; These magazines are mostly popular, reaching a wide but not sophisticated audience.

4. Characteristics

Previously, magazines were an important tool for the state and the government to publicize guidelines, policies, regulations, decrees, and academic exchanges, intelligence, and to improve the quality of life of the people, and the development of magazines has been centered around the development of political influence and social benefits for many years. In recent years, some of the periodicals have begun to be self-financing and go to the market, and various capitals have begun to intervene under the permission of the competent units. In addition to a small number of magazines to market capital operations, most magazines are still dominated by political.

5. System

Currently, some magazines are edited by institutional staff, sold by capital investors, and distributed by the postal service and distributors, and the lack of unity among the three systems has resulted in many magazines having bottlenecks in the overall operation of the various aspects of the magazine.

Because of the large number of journals on the market in China, many categories of strong brand journals have not yet formed, in addition to the good value-added nature of the periodical market (mass media investment in an average of 8 years can produce benefits, far faster than the pharmaceuticals, consumer goods, banking, construction and other traditional industries, such as 10-15 years, the establishment of a successful in the absence of brand-name media in China) In the absence of brand-name media in China to establish a successful media brand can be shortened by 2-4 years), so that a variety of capital influx, the magazine market is showing a trend of upsurge, the results of this competition will be in 3-5 years to see the first results. 1. Distribution

DM direct mail magazine, it is different from traditional periodicals may be the advantage of its distribution methods, free gift. This distribution method in the operation of the journal, in fact, is with another advantage, that is, your magazine can be no choice barriers into the hands of readers. Because of the free giveaway, so you can plan the content or cover planning, do not have to spend the traditional magazine so much effort to think about how to do a show, to attract eyeballs to buy; DM bypasses this step, in the content operation, DM to be much simpler than the traditional periodicals featured in the requirements of much simpler.

2. Target

DM magazines are different from other traditional advertising media, it can be targeted to select the target audience, targeted, reduce waste. It is the direct implementation of advertising and promotion of pre-selected objects. Customer recipients are prone to produce other traditional media incomparable sense of superiority, so that it is more independent attention to the products advertised. One-to-one direct delivery can reduce the objective volatility of the information transfer process, so that the advertisers maximize the effect.

3. Professional

DM magazine, the reader object is clear, the readership is relatively concentrated and stable, so the use of point-to-point directional distribution means more effective. This is also the characteristics of DM magazines, and does not pursue the absolute number of distribution, but the pursuit of the effectiveness of the distribution. For the more specialized trade journals, the general reader is also difficult to read, and it is unlikely and unnecessary to improve. Because industry magazines are also effective advertising, survival by industry value chain upstream and downstream suppliers of advertising, so the industry-specific readers and have a certain right to make purchasing decisions and the right to speak to the readers is often the most concerned about the customer, the other readers and then belong to the ineffective distribution. And now with the printing more and more beautiful, printing and distribution costs are often higher than the circulation revenue, and after reaching a certain circulation advertising does not grow with the circulation year-on-year, so many DM magazines also need to control the circulation, to find the best balance between advertising and distribution, so as to maximize the benefits.

4. Advertising

DM direct mail magazine, form and content highly unified, the reading rate increased, the reader is the recipient of commodity information, direct mail advertising this form of rich media levels, play a role in guiding consumption, DM advertising currently accounts for nearly 1% of China's advertising market share, compared with foreign countries, the growth of space is huge, in the advertisement has become the main source of income for the media, the advertising hit rate is very high. Nowadays, when advertising has become the main source of media income, DM media with very high hit rate will have great attraction to advertisers. With the entry of foreign capital into China's periodical industry, it will develop in depth with the gradual liberalization of China's media industry. Generally speaking, the investment mode of periodicals mainly includes copyright cooperation, operation right leasing and *** with three kinds of investment. At present, most of the foreign journals entering China adopt the mode of Sino-foreign copyright cooperation. Still take fashion periodicals as an example, such as "Fashion", "Ruili", "World Garment Court", "Rainbow", etc., almost all successful magazines have the background of Sino-foreign copyright cooperation.

But with the gradual liberalization of the periodical industry, many foreign magazines and famous magazines will not be satisfied with the copyright cooperation, but will operate independently in the Chinese version of the magazine, and will do localized content. Therefore, the market competition will become more and more intense, and some domestic journals will be impacted is inevitable.

With the prosperous development of the periodical industry, the profit model of the periodicals will be transitioned from mainly distribution income (such as popular culture periodicals like The Reader) to mainly advertising income (such as fashion periodicals and financial periodicals). This is the so-called advertising. In line with this, the proportion of advertising space in journals will become larger and larger, the design will become more and more exquisite, and the requirements of advertisers will be taken into account more and more from the content planning. From the advertising gradually derived from the thick publication, full-color development trend.

DM magazines also attract more and more people to join the DM magazine team with her unique charm. But for the DM magazine, and never everywhere gold, not successful is difficult. Because the possession of channel resources and the size of the investment is always the decision of the development of the two lifelines of the magazine. The former affects the precision of the target audience, thus determining the effect of advertising, in turn, is the DM magazine's revenue; the latter is only in the early stage of the investment and no income of the media operation of the foundation, because of a new magazine, to get the recognition of advertisers need to be more than half a year of the market introduction period.