42. Take an unconventional approach

The issue of print media reform is on everyone's mind. Attempts at content innovation have shown some improvement thanks to the promotion of two senior editors, Editor Zhao and Editor Qian, but the cold reality of declining print runs remains like a sword of Damocles.

The results of the circulation of the second half of the October issue and the feedback from the front line were not satisfactory.

This was actually expected by everyone. The reform had just begun, and the team leader was inexperienced. Furthermore, media turnover was uncontrollable, and the decline of print media was inevitable.

Guo Xin knew that Chi Jin was under a lot of pressure, so he comforted her for a long time before the meeting. Chi Jin seemed to be in good condition.

As soon as the meeting started, she cut to the chase, cutting through the small talk. "Colleagues, our previous content innovation was on the right track. The depth and quality have maintained the consistent standards of Faces. But we must face a more brutal problem: Even good wine needs a bush. No matter how good the content is, if it doesn't entice readers to pick it up and read it, it's all for naught."

"I also think this issue's content is very good. The number of hits on the official account is proof of that. This can't be attributed solely to Group B's new media..."

“It’s just that people really don’t read anymore.”

"So what are you looking at?" Chi Jin asked.

"My daughter is five years old and she already watches those singing and dancing artists every day."

“It really depends on the traffic.”

This answer hit the spot. Chi Jin opened her PowerPoint presentation, and two distinct cover design concepts popped up on the screen. One was the artistic, metaphorical, abstract cover that Faces had traditionally used; the other was a close-up of a controversial young actor with a huge fan base. His eyes were piercing and visually striking.

Chi Jin's intention was obvious, and a suppressed gasp suddenly sounded in the conference room.

"My proposal has two key points." Chi Jin's voice was clear, drowning out the subtle commotion. "First, a cover revolution. Abandoning some of the overly abstract artistic covers that seem too highbrow, and boldly featuring the real faces of this issue's core characters. Using the most impactful and topical visuals, we'll instantly grab readers' attention at the newsstand. Second, we'll expand the scope of content. While maintaining in-depth interviews and a humanistic core, we'll appropriately introduce 'entertainment faces'—even so-called 'traffic stars'—who have a broad mass audience and valuable content. Leveraging their influence, we'll attract young readers who might not otherwise be exposed to 'Face,' allowing them to see that we're not just providing quick gossip, but in-depth, three-dimensional interpretations. This, in itself, is a form of dimensionality reduction."

As soon as he finished speaking, doubts came as expected.

"I object!" Sister Qian was the first to frown. "This is too risky! Do we still want to maintain the same style as Face? What will our regular readers think? This will make us look like those third-rate magazines chasing hot topics!"

"Captain Koike, traffic is a double-edged sword. Their fan base is extremely sensitive. If you're not careful, it could backfire on the magazine's reputation."

"Are we putting the cart before the horse? Content is king, and we should believe that high-quality content will ultimately win the market..." Even Guo Xin expressed his concerns tactfully.

Chi Jin had already anticipated these reactions. She remained calm and pulled out the data analysis and market research reports she had prepared in advance.

"Sister Qian, I understand your concerns. But maintaining style doesn't mean standing still. Data shows that over the past three years, our retail point coverage has dropped by 20%, and retail sales have declined even more severely. If no one buys, who are we showing off our style to?" Her tone was calm, but every word was powerful. "Regarding the backlash from traffic, this is a time to test our ability to control content. We're not trying to flatter, but to explore and examine. Who should we choose? What should we explore? What angle should we take? This requires more skill and courage than creating a perfect topic that no one cares about."

Her gaze swept across the room, finally landing on the three editors-in-chief who had remained silent. Chen Yisheng was on the screen; he was still in the hospital, participating in the video conference. Fang Tang looked displeased, seemingly displeased with such radicality.

Du Yanni held a pen between her fingers and looked at the projection screen intently, her expression unremarkable.

Seeing his master's protest, Duan Xingche stood up and said, "Teachers, the market has changed. We can't just wait for readers to discover us. We must take the initiative to go out and 'lure' them in with familiar faces and interesting methods. Then, we can retain them and influence them with our solid content. This is not abandoning the soul of Faces, but the most effective way to allow its soul to be seen and understood by more people."

Du Yanni raised her hand to interrupt him. "Let me first tell you my opinion. This plan is indeed radical and carries risks. But I think it's worth a try compared to boiling a frog in warm water."

Chi Jin didn't know why Du Yanni was always so kind to speak up for her lately, but since the deputy editor had spoken, she quickly pressed the issue, "Yes. Specifically, we can strictly control the selection criteria. We don't necessarily have to choose celebrities, and not all popular stars will be suitable. We must choose those who are controversial, have stories, are representative, and can withstand our in-depth analysis. The final decision rests with the three editors-in-chief."

There was silence in the conference room, and everyone's eyes were cast towards the end of the long table.

Fang Tang pondered for a moment. "It's a bold idea, and it does point out our biggest pain point right now. But I agree with Old Qian and Old Zhao's concerns. It's difficult to control the scale, and we absolutely cannot sacrifice the magazine's credibility for traffic. Temporary traffic shouldn't be what Faces is pursuing. If we must try it, I suggest we test the waters with other similar publications in the company first, and then determine the market feedback and reader evaluation before making any further decisions."

Du Yanni seems to be challenging the trend: "I'm a radical myself, so I think we should just test the waters with 'Faces' for one issue. The new media team has also raised this issue: the first image in the tweet is too abstract, and readers don't buy it. You have to know that this is the age of images, and no one has the patience to read. First impressions are crucial."

If Chen Yisheng were promoted to deputy editor-in-chief and left Faces, the editor-in-chief position would definitely go to one of the two deputy editors-in-chief. Normally, they weren't exactly on good terms, but now they were making their stances clear.

Although Chi Jin hated Du Yanni more in her heart, she knew that boiling a frog in warm water was chronic suicide for "Face".

Everyone was divided, and a heated discussion ensued. Editor-in-charge Jiang Xuhuan, observing this, immediately projected the video conference interface onto the screen, asking Chen Yisheng to make the decision.

"Editor-in-Chief Chen, what do you think?"

Everyone's attention was focused back on Chen Yisheng, waiting for his final decision.

"This is a risky move, and the current version of 'Face' may not be able to withstand it."

Hearing that he was about to refuse, Chi Jin didn't care about the etiquette between superiors and subordinates and immediately started the microphone: "Excuse me, Editor-in-Chief Chen, for interrupting you. The current "Face" can't withstand it, and in a few years it will be unable to keep up with the tide of the times. Are so many people in our editorial department, so many people in our A team, really going to retire here until the publication is closed and we change jobs?"

She spoke anxiously, and some editors in the meeting room couldn't help but whisper among themselves.

"If you reject my proposal today, I'll wait until you recover and come back to work... No, I'll polish a better one this afternoon. If you really let me be the team leader, I'll definitely change my ways!"

Duan Xingche was startled by her posture. He pulled her sleeve and whispered, "Master, you are so..."

"I haven't finished yet. Editor-in-Chief Chen, I believe you don't want to see Faces become an octogenarian, so please let us give it a try."

"I haven't finished yet. Chi Jin, it's very rude of you to interrupt me like that."

He raised his eyes, revealing no personal emotions, only pure prudence and consideration.

"...You say."

"This is a risky move, and Faces may not be able to withstand it right now. But as editors, we must ensure that Faces can withstand it. Chi Jin, you will take the lead, and Deputy Editor Du will be responsible. First, submit a detailed and feasible plan within one week, including a list of recommended candidates for the first issue and a detailed evaluation report. The candidates must fit the tone of Faces and have in-depth research value. Second, simultaneously prepare a detailed risk assessment and response plan. Third, the cover design and text layout need to be sampled in advance, and I will personally review them."

His orders were clear and decisive, completely following his attitude of assigning work to his subordinates, without any delay.

"Yes, Editor-in-Chief Chen."

Chi Jin suppressed the emotions surging in his heart and responded in the same professional manner.

Duan Xingche stood up. "Then let's assign tasks. Choosing people is a minefield. Who to choose and who not to choose? How to go deep without angering the fans? It's too difficult to strike the right balance. Brother Xin, I see you've appeared in many entertainment shows. Could you please do the initial screening?"

"Okay." Guo Xin nodded.

Du Yanni reminded him, "Guo Xin, collect information on celebrities in the entertainment industry who have released works in the last three months, have generated buzz, and whose personal experiences offer interesting insights. Focus on those with controversial reputations, those who are willing to transform, or those whose public and private images differ significantly."

Chi Jin suddenly had an idea: "We can give priority to artist studios that have submitted content to Entertainment Faces before. Since we have worked together before, if we invite them to be on the cover now, their cooperation should be very high."

"I understand!" Guo Xin nodded.

"Sister Zhao." Duan Xingche looked at her. "You're better at risk assessment plans than the rest of us. Please take the lead and focus on assessing the risks of fan public opinion, the risk of artist team cooperation, and the worst-case scenario impact on our reputation and the response measures."

"good."

"Let's try it out in the December issue," Chi Jin said. "We only have a month to work on it. We'll have enough time."

"Good!" everyone said in unison, encouraging each other.

Chi Jin took a deep breath, turned on her computer, and began drafting a detailed plan framework. She knew that the "one week" deadline Chen Yisheng gave her meant that he needed to see a mature and feasible idea, not just a crude concept.

The entire Group A seemed to have been injected with a shot of adrenaline. Although the future was uncertain, the goal was clear, and everyone was moving.