Hu Rongkai, the vice president sitting below Sima Yan, was the first to speak. "Let me talk about it. First, let's analyze the current market situation. With the development of the times, print media has gradually withdrawn from the mainstream market. It is now difficult to find places that sell newspapers. Apart from some professional magazines, government departments and agencies still subscribe to some party newspapers. So, apart from some advertisements targeting these special groups, we can consider withdrawing from this area."
"Although we started with print media, in the face of the changing times, we must give up what we should. Hesitation will only lead to more trouble. We can reduce our staff and allocate them to other industries so that they can play a greater role."
"Secondly, even television media is currently in a decline. I wonder if anyone has conducted any surveys? The television audience is getting older and older, meaning that young people no longer watch television, and most of those sitting in front of the television are elderly people and children! Where have the young people gone?"
Hu Rongkai summarized: "The internet is the main battlefield for young people. Currently, out of my country's 1.4 billion population, 1.067 billion are internet users. What does this mean? The internet is a goldmine and our main battlefield for future development. Moreover, the internet has another undeniable characteristic - strong feedback. Whether an advertisement is effective or not can be seen from netizens' comments, which also helps us to make timely changes and launch advertisements that are more adaptable to the market!"
Hu Rongkai's speech was approved by most people, but there were also those who opposed it. Du Shiming, the head of the administration department, was the vanguard. "Rongkai, your idea is very dangerous. I don't object to your idea of withdrawing from print media, after all, the income from that sector is very low now. But television still holds an absolute dominant position. Go to any home and see, who doesn't have a television? Does everyone have elderly people in their family? Do you think you won't watch television if you have one? So I think it's better to focus our main efforts on television media."
Du Shiming was a veteran of the company and an elder of Sima Yan's father's generation. Even Sima Yan had to respect Du Shiming's opinion.
Hu Rongkai laughed and said, "Mr. Du, I'm not saying we should give up on television media, but we also need to keep up with the times and explore new markets! The company's advertising business is shrinking day by day, so we can only develop better by exploring new markets. Don't you agree, Mr. Du?"
"I have no objection to exploring new markets, but I still insist on television media as the main market. Look at how much advertising revenue CTV has in a year. Can online advertising compare?"
Hu Rongkai wanted to say that CTV's advertising fees were very expensive, but the revenue per unit was getting worse year by year! Looking at Sima Yan sitting calmly on the sidelines, Hu Rongkai sighed and stopped talking.
Sima Yue, the finance director on one side, supported Hu Rongkai's point of view: "I think Vice President Hu's opinion makes some sense. No matter how high the advertising revenue of CTV is, it is a fact that our advertising revenue has been declining month by month. It has been declining for eight consecutive months now. If we don't find a way to stop the downward trend, the future prospects are worrying. If you don't plan ahead, you will have trouble in the present. Rather than waiting until it's too late to change things, it's better to plan ahead."
The head of the planning department also expressed his support, saying, "Vice President Sima is right. Now, because of the decrease in the number of orders, our planning department's income has also decreased sharply. If the young people are not motivated, we may lose talent if this continues."
The customer service manager also looked worried. "Yes, we often receive complaints from customers saying that the advertisements did not meet the expected goals and that they are asking us to find a way to rectify the situation as soon as possible. Otherwise, they will cancel their cooperation with us. You know, many of these are our loyal customers. If they really cancel their cooperation, it will be a huge blow to us."
"Yes, yes, this can't go on." Everyone was worried. The company's declining performance had the most direct impact on everyone's income, and bonuses were out of the question!
The head of the market research department also spoke, saying, "Based on our long-term tracking, apart from some remote cities where television advertising still holds an advantage, other cities are stagnating, especially some megacities. In recent years, television advertising revenue has been declining year by year. We sent people to investigate this and found that the larger the city, the greater the pressure of life for the people. Frequent overtime work and extremely long commutes have rendered television sets almost useless. The only way to relieve stress is through the internet, which is the main reason why television media is not performing well."
The remarks of the head of the market research department resonated with most of the branch managers in major cities. "Yes, yes! We work overtime until nine o'clock every day. The only time we have is when we are on the subway, scrolling through short videos and watching dramas online. By the time we get home, it is already 10:30 or 11 o'clock. After washing up, we are already in bed. Where is there any time to watch TV? Young people are under too much pressure these days. On weekends, we have to go out with our girlfriends or wives and children. Where is there any time to watch TV?"
"Hey, I think if we opened up advertising channels on short video platforms, the results would be pretty good. There are so many short video users now, almost two out of every three people who go online watch short videos, right?"
"Of course there are. Who doesn't watch short videos these days? And advertising on short videos isn't expensive at all; it's definitely much cheaper than advertising on TV."
"You can also advertise on live streaming websites, there are quite a lot of people watching live streams."
The branch managers below were like Pandora's box had been opened, chattering like in a market, each offering their opinions. Du Shiming was so angry he felt like his liver was about to burst. He sat there with a dark face, not saying a word. Everyone was brainstorming. What could you do with him?
Sima Yan sat up straight. "Alright, after listening to everyone's opinions, the vast majority agree that online advertising is possible, so let's give it a try. The market research department should first investigate which websites are most effective for advertising and make a plan."
"The media department will purchase and collect information on competitors' advertising placements and performance. The design department will create creative designs suitable for online media, and after the customer service department communicates with the client, a portion of the ads will be deployed initially to test the effects."
Sima Yan stood up. "This is a new battlefield. I hope all departments will take it seriously. We at Kao Advertising have always been committed to being the best in the industry. Faced with new opportunities and challenges, we must be bold in innovation, providing our clients and ourselves with a better platform for development. The specific division of labor and cooperation among departments and branches will be overseen by Vice President Hu, and will be distributed to each department in the form of a document. No department may shirk responsibility or delay; otherwise, the person in charge will be replaced!"
Sima Yan was determined this time. If the company didn't reform, it would stagnate and watch other companies scramble for market share, eventually disappearing under the wheels of time. Sima Yan didn't believe that other companies wouldn't notice Yuewen Entertainment Media's brilliant move this time!
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