Study On The Medium Characters And Advertising Strategies Of E-journal

E-journal has developed for three phases, now, what we talk about is the one that had developed from 2002 which emphasizes the interaction. E-journal develops quickly , it has 60million users in 2007,and will break through to 100000000yuan in 2010.The advertisement income t will break through to 1200000000 yuan.Now, the profit ways of E-journal are advertising , publication and increment servicing. As to medium, advertising is the mature way, also the predictable and the steady way. We must achieve the profit of advertising if we want to do good of advertising, so, E-journal advertising must makes the best of it's characteristics and resources to carry through the strategies: first, quantity——be possessed of the users sufficient , second, extractive——be skill in certainty of advertising.There are two parts of be possessed of the users sufficient, one is put the content fist to ground the users amount, the other it to strengthen the user's faithfulness by the experience marketing method.The core of E-journal is journal, it need put the content first to establish huge user's database. First, the exactitude market orientation (case: the first top grade food journal'Wei Jue'). Two, cooperates with blog (case: Zhuliu cooperates with Sina ). Three, attaches importance to the original content (case: the'Ying Xiang'of Poco). Four, the E-journal of starts (case: the'Yu Yue'of Chen Luyu).Strengthen the cooperating with traditional medium, and the cooperating is not simply replant (case: Xplus cooperates with traditional medium; Zcom cooperates with movies), at the same time, empolder the incrementally advertising rooms fully (case:'Rui Li Zhuang'cooperates with the cosmetic of'Bai Caoji').Interacting is the key in Experientially Marketing, it can be the many orientation interacting, be based on the network community and interacting advertising. The interacting advertising has guiding consumption (case: the'make up with eyes with no ages'of'Rui Li Zhuang'), interacting game (case:'A Meili me'cooperates with Run Jie), story (case:'A Meili me'cooperates with Qu Chao), linking advertising.Precision marketing, first, make the advertising individuation customization bases on the analysis of users, it's called directional advertising. It's superiorities are it can act according to actual circumstances, achieve the exact effect measure, accelerate the interacting to achieve the'three win'of E-journal, advertiser and users (case: Xplus cooperates with HP).Second, offer the multimedia conformity for established resource, so, E-journal is just as the offer businessman of multimedia, the most representational one is the corporation E-journal (case: Xplus cooperates with GuangZhou Toyota to do the'Wisdom Sentiment in Europe of Yaris').As the status of E-journal right now, the effective marketing methods is indispensability in the achieving profit of advertising, bases on the characteristics of net, cooperates the marketing knowledge, E-journal need explore new and effective mode in it's development, so, it can be survive in the time that media develop at very fast speed...