The printing business today is experiencing a rapid decline. Any publication pays for itself in 5-7 years on average, and the publisher has to work practically at a loss, investing huge amounts of money on promoting the newspaper or

The lion's share Our society prefers to study online projects rather than read printed materials. Therefore, it is logical that many publishing houses are switching to electronic form their newspapers and magazines.

An online newspaper is an electronic version of periodicals that are published and developed on the Internet. They read such a newspaper directly online on its official website.

What are the advantages of running such a business?

Advantages of an online publication

All the advantages of an online newspaper can be divided into the following groups:

Own newspaper as a business idea – prospects, risks and underwater rocks businesses discussed in this video:

Business plan for an online newspaper

The first step is to decide on the main topic of the publication and the audience for which the information will be intended. It is worth carefully analyzing what type of publication will be of interest to resource visitors.

You can write news articles yourself, or use the services of freelance journalists who work for. For a high-quality and interesting e-newspaper, you need exclusive content that will favorably emphasize the uniqueness of the site against the background of other news clones.

If freelancers have been found, you can safely create a staff of employees who will work on a permanent basis. It is imperative to discuss payment terms and material requirements with them.

It's also worth getting technical support, an experienced webmaster, a qualified designer, photographer and other specialists. They will significantly relieve your schedule, and the freed up time can be used to think about ways to develop the newspaper.

The next step is to decide on the frequency of publication. At first, one or two exits per month will be enough, provided that news feed will be updated regularly. During this time, you can identify and correct the mistakes made, and then increase the frequency of publication.

The main source of income for an online newspaper is the placement of advertising posts, banners and various affiliate programs. You can also make a profit by providing additional services.

These include:

• publication of paid advertisements;
• placement of a directory of commercial and government agencies cities and so on.

Online newspaper promotion

To develop the resource and receive additional traffic, news aggregators are used. This is a service that collects and structures news in automatic mode. To do this, you need to register your newspaper on large aggregators on the network, on traffic exchangers. You can also look for sites that share traffic yourself.

How to promote an online newspaper and make it popular?

Another powerful way to popularize an e-newspaper is promotion in and in social networks. You can find out how to create a group for the online newspaper VKontakte

Almost everyone is serious now electronic publications have their own account on Facebook and Twitter. These two resources are considered the best in terms of increasing traffic and popularizing the project.

Cost and profitability

Depending on how much work you do yourself will depend start-up capital project. Option one: you create and layout a newspaper yourself, write articles or collaborate with freelancers - the starting capital will be minimal, about 30-40 thousand rubles.

Option two: you hire a full-fledged staff, which includes designers, photographers, layout designers, and journalists. In this case you will have to spend:

• for design 20 thousand rubles;
• for layout 25 thousand rubles;
• writing articles 20 thousand rubles per issue;
• newspaper advertising 30 thousand rubles;
• payment for photographer services is 20 thousand rubles.

You can also add rent for an office to the list of expenses, which may be needed if the newspaper employs a full-fledged staff. Thus, about 20-30 thousand rubles should be added to the initial cost.

The total amount of capital will be more than 100 thousand rubles. The amount of this amount depends on the number of pages, content, frequency and much more.

The profitability of the project also depends on many factors - the number of provided paid services, number of subscribers, etc. For example, if more than 1000 readers subscribe to an online newspaper, then you can calculate stable income in the amount of more than 90 thousand rubles per month.

Creating an online newspaper is a fairly profitable direction. The secret to success in this case is a competent approach to and careful consideration of each point of this plan.

The topic should be in demand, the design should be interesting and attractive, the information should be updated regularly, and using the site should not be confusing or difficult for the reader. You need to take into account the interests of subscribers and constantly work on the development and promotion of your project.

You can learn how to work with an online newspaper in the following video:

* The calculations use average data for Russia

"... I would like to open a newspaper. I know that now this is a very profitable business, otherwise there would not be so many newspapers and magazines. What can you advise here?"
From a letter

There are already several letters on this topic in my mail. Therefore, I decided to answer in more detail, especially since I am familiar with the newspaper industry first-hand. I warn you right away that I am expressing only my personal opinion, which may be overly biased, erroneous and distorting reality.

So,
As you know, in the public consciousness, the status of the publisher or editor of a newspaper (magazine) is immeasurably higher than, say, the owner of a store or restaurant. Perhaps this is why so many people want to become representatives of the “fourth estate”, and the number of newspapers and magazines will soon approach the number of readers.

Who usually gets it? original idea publish your own newspaper?

1. You are a professional journalist

And it is clear that you are extremely attracted by the opportunity to do what you, and not the owners of the publication, consider it necessary to do. Chief Editor, not your immediate superior.
There is only one way to achieve such creative freedom: to become the editor-in-chief yourself, and even better, at the same time the owner of your own publication.

2. You are an advertiser

People involved in advertising in the media are gradually beginning to look at the same newspaper no longer as a mass media, but as a large number of empty pages that can be filled from top to bottom with advertising. Money for air, money in exchange for cheap paper - isn't this a wonderful business?

3. You are an entrepreneur

You have been paying money for years to advertise your company, your products and services. And one day an insight comes to you: why give your money to some other newspaper, when you can make your own newspaper and place all the necessary advertising for free, and in any volume, and also take money from other entrepreneurs?

For example:
You are in real estate. It is quite logical to think about publishing a specialized publication on the purchase, sale and rental of real estate.
You have advertising agency. So why not open a purely advertising newspaper, some kind of “Business Courier”? And now keep all the advertising money for yourself, and not share it with advertisers.
You recruitment agency. If you had your own newspaper, you could place paid advertisements in it for job offers and job searches.
You are the owner of a chain of pet stores. Who is stopping you from becoming the publisher of a specialized newspaper (“Four Paws”, “Dog and Cat”, “Our Furry Friends”, “Children in a Cage”)?
Etc.

4. You are a Big Businessman

As soon as an entrepreneur rises above a certain level - in terms of income, business or political rating - he almost always has an irresistible desire to become a media tycoon. Having your own TV channel, your own newspaper or magazine is, firstly, prestigious, and secondly, you can “influence” through them. What exactly this “influence” will look like is extremely vague for future Rupert Murdochs.
This desire is enthusiastically supported by close journalists - “The newspaper is simply doomed to success!” - who hope to receive money for at least six months of work. As a rule, they have their own vision of the future publication and it rarely coincides with the vision of the investor.

results

Nine out of ten publishing ventures end in losses. Their size depends on the size initial capital, the ambitions of the initiators and their financial capabilities. If investors get tired of maintaining an unprofitable media outlet six months after launch, the losses are smaller; If out of stubbornness they hold out for a year or so, then the losses will accordingly increase.

How to avoid losing money?

It’s very simple: don’t publish a newspaper unless absolutely necessary. And before you enjoy the opportunities that await you as the owner or editor-in-chief of a newspaper, you should carefully calculate the disadvantages and potential losses.

Firstly, it is necessary to take into account that the sale of an edition (even if it is completely sold out) at best only covers production costs. Rare exceptions don't count; they don't make a difference. To make a profit, you need to have advertising.
There are not enough advertisers for everyone. For obvious reasons, they come to the most popular and well-known publications with a large audience.

If you're optimistic about the boom in advertisers, ask yourself: Where would you send your ad - to a well-known newspaper with a large circulation or to a publication you've never heard of before? Will you risk your own (not other people's!) money? Of course, you can attract customers with low prices, but low prices– this also means low incomes.
And it takes time for your publication to become known. With luck and an accurate marketing hit - six months at least, a year and a half - optimal. And all this time you will have to publish the newspaper at a loss, and even invest in advertising to promote it (this is an indispensable condition: in order to receive money for advertising, you must first give it to advertising).

Of course, if you have a year's supply financial strength(that is, money to pay for paper, printing services, journalists, editors, layout designers, designers, full-time distributors, etc.), then you can try. Of course, there is no guarantee of a positive result.

Secondly, publishing media is an extremely labor-intensive task. Is waiting for you very difficult work to create something original from scratch, unlike other publications. And this includes the development general concept newspapers, design, marketing strategy, choosing a printing house, establishing a production cycle, the inevitable rush jobs on the day the newspaper is delivered (it’s also good if the newspaper is weekly and not daily).
You will have to manage the so-called " creative people“that is, individuals who, by definition, have little discipline and are not required to achieve timely delivery of materials and news.
You will need to create distribution network, that is, to convince newsstand owners and free distributors to take your newspaper for sale - in addition to the dozens and hundreds of publications that are already on the shelves. And they don’t want to get involved with the new newspaper at all, because it’s unclear whether customers will take it.

Okay, let's say you don't really need to make money from sales. Let's assume that you have enough advertisers (or you have filled it with advertising from your own company) and you are ready to give it away for free.

Giving it away for free is a big problem. Imagine for a moment what it would be like to give away even 5,000 copies. And you need to organize mailing list and distribution through couriers (both mail and couriers also have to be paid) of tens of thousands of copies. Couriers are generally a special issue. Instead of getting overwhelmed running to hundreds of addresses, they tend to leave 30-50 copies in one place. Until you fine-tune this direction, you will not have any confidence that part of the circulation is not thrown into the trash bin closest to the editorial office.

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Go ahead. It is necessary to find full-time and freelance advertising agents. But good agents are worth their weight in gold, and they prefer to work with well-known publications. They pay more there and it’s easier to convince advertisers.

Are you ready to negotiate with major advertisers on your own? The difficulty of this work can be easily imagined if you are an experienced entrepreneur, which means you have already encountered advertising agents, letters and requests to place your ad in one publication or another.
What was your usual reaction? - Most likely: “I'm tired of it!”
Now it’s your turn to be bothered and (not) offended by the aggressive reluctance of potential advertisers to meet with you and your employees.

Ready ideas for your business

In a word, if we compare the efforts required to publish a newspaper (I mean a real, full-fledged publication, and not a primitive collection of advertising modules, which few people are interested in, and this niche has been occupied for a long time), with work in other business areas, then there, with the same labor costs, you will earn several times more.

Thirdly, if you don’t want to personally publish a newspaper, but decide to limit yourself to the role of investor and owner, then be prepared for the fact that the return on your money (and you will need much more of it than you think) will be very slow - no matter what the person you hired promises you editor.
He didn’t deceive you, he’s just more often than not a person far from real business. He looks at the newspaper from one side of the barricade - from the side of the person writing. And making newspaper materials and making a newspaper are very different things.

In this material:

In times of widespread use of the Internet, printed materials suffer serious difficulties. It's easier for readers to open their phone, tablet or computer to read necessary information. Newspapers and magazines use various tricks to attract readers with “yellow” headlines and non-existent stories. Along with this, publications with announcements and advertising are gaining wide popularity. For the founders of printed products, this can become a real “gold mine” or bankruptcy of the enterprise, which is influenced by a competent business plan advertising newspaper or lack thereof.

When is the idea of ​​opening an advertising newspaper relevant?

Relevance advertising business has always been present in printed materials. Almost all publications that are sold at Rospechat kiosks or distributed by subscription through post offices earn money exclusively from placement promotional products on their pages. The disadvantage of such a business is that newspapers are paid, and 40% of all content is advertising. The reasons for the decline in the popularity of printed products are that people do not want to buy a newspaper or magazine for money and read paid articles or similar information about sponsors' products.

• content consists of 90% advertising;
• distribution is free;
• printing and production costs are covered in the future by advertisers;
• coverage possibility is large target audience.

Newspaper is also a universal material for packaging various items at home, which allows people to come across advertisements several weeks or even months later. Advertisers understand this very well. If on television, radio or on the Internet advertising is placed on certain period, then in the case of printed products, even a once-submitted ad can last from a couple of days to several months.

How does an advertising newspaper make money?

The principle of operation of an advertising newspaper is as simple as possible - the founder of the publication creates an information and advertising platform for potential advertisers who purchase space to post information about their goods and services.

The profit received from the publication of advertisements covers printing costs and expenses for publishing the newspaper, bringing additional net income to the founder.

Analysis of the level of competition and risks

Competitor analysis is carried out in several stages:

• determining the total number of advertising publications distributed in the region;
• division of competitors by topic (construction and repair, electronics, private advertisements or complex publication);
• assessing the popularity of each type;
• selection of popular topics;
• number of copies;
• distribution methods - through Russian Post offices or delivery by employees to mailboxes;
• frequency of release – 1 or 2 times a week;
• format - brochure, newspaper or magazine.

After analyzing all the information, it will become clear which publication enjoys the maximum popularity, its reasons and ways to achieve it. Key points used to launch own business for the publication of an advertising newspaper.

Like any business, the field of printed products promoting services involves risks:

1. Lack of demand for services - needs to be thought through marketing campaign future project and publication concept.
2. Expenses exceed income - at first, no other situation is expected, because advertisers are skeptical of new players in the market.
3. Long payback time – risk associated with big investments and low profits.
4. The unprofitability of an enterprise is the most undesirable development of events, which arises from incorrect calculations, a weak business plan or its complete absence, as well as from the irrelevance of the publication in the selected locality.

Organizational plan

After completing the preparatory stage, you need to move on to practical actions. There are no major or minor points here, so each step must be performed sequentially. Start - registration entrepreneurial activity. Then - choosing a newspaper concept, searching for a printing house, printing and distributing products. Detailed organizational plan described below.

Registration of type of activity

A businessman must decide on the status of an entrepreneur, as well as on the registration of printed materials.

First of all, you need to contact tax service with documents for registration as an entrepreneur. If an individual entrepreneur is selected, then you need to present a passport, TIN, application and paid state duty (800 rubles). If you plan to do business as legal entity, then a company should be established with limited liability. For this purpose, the charter of the LLC is developed, a decision is made on its creation, the state duty is paid (4,000 rubles) and the documents are submitted to the Federal Tax Service along with the passport. The registration period in both cases does not exceed 5 days.

Important! An LLC requires an authorized capital, which cannot be less than 10,000 rubles. Funds are deposited into the company account no later than 4 months from the date of registration of the legal entity.

Next, you need to register the publication with Roskomnadzor. All printed products with a circulation exceeding 1,000 copies are subject to this procedure. In the case of an advertising newspaper, produce a smaller quantity even in small town doesn't make sense.

The procedure involves contacting the territorial bodies of Roskomnadzor with the following package of documents:

1. Application for registration of a newspaper as a media outlet.
2. Paid state duty – 2,000 rubles.
3. LLC registration documents – for legal entities.
4. Entrepreneur's passport - for individual entrepreneurs.
5. A letter in free form with a return address to maintain contact and receive a decision from the authorities.

The statement states:

• name of the newspaper;
• language used;
• editorial office address;
• form of printed products;
• region of distribution;
• subject;
• periodicity;
• circulation;
• sources of financing.

Roskomnadzor considers the application for up to 30 days, so during this time it makes sense to take care of other organizational activities.

Determining the format of an advertising newspaper

Deciding on the publication format is quite difficult. This includes:

• number of pages;
• layout;
• color or black and white printing;
• glossy cover or lack thereof;
• page size.

What sections should be included in the newspaper?

• real estate;
• electronics;
• construction and renovation;
• services.

At the same time, each topic should be divided into sections from individuals and organizations, and also include subsections of a narrow focus.

Premises and equipment

You should understand the difference between an editorial office and a printing house, since an entrepreneur does not need to open own production for printed materials, if you can use the services of third-party companies.

An editorial office means an office space, the size of which depends on the number of employees. Basic requirements for the premises:

• location – 1st floor of the building for more convenient delivery of printed products from the printing house;
• Availability telephone line and wired Internet;
• utility room for storing newspapers;
• area – 25–35 sq. m.

Editorial equipment - office equipment (telephone, computer, fax and necessary furniture).

Recruitment

At first, in order to save money, an entrepreneur can carry out all the organizational work with one or two assistants. It is desirable that people have experience in journalism or print production.

Subsequently you will need:

• corrector;
• journalist;
• advertising specialist;
• accountant;
• layout designer

People who are directly related to the content must know the Russian language perfectly. First of all, this concerns the proofreader and journalist. At first, the publication will have to be filled with third-party content about the life of the city, free reports from the Ministry of Internal Affairs or reports on the work of the Ministry of Emergency Situations. This is necessary both for filling the newspaper with information and for visible activities as media for city authorities.

Choosing a printing house

An entrepreneur must enter into an agreement with a printing house to print a specific copy of the newspaper. The organization is selected according to simple criteria:

1. Low prices for services.
2. Long-term work experience.
3. Positive recommendations.
4. High quality printing.
5. Expanded range of additional services.

First of all, you need to pay attention to the printing houses used by competitors, and then choose the most suitable one.

Distributing a newspaper in a locality

Financial part of the business plan

For the success of an enterprise, it is necessary to calculate in detail all possible expenses and expected profits.

Investments and operating expenses

At the initial stage, an entrepreneur needs to invest the following amount:

• 10,000 rubles – registration of business activities and newspapers in the media;
• 20,000 rubles – rent of premises;
• 40,000 rubles – renovation of the premises;
• 150,000 rubles – office equipment;
• 50,000 rubles – associated expenses.

Result: 270,000 rubles.

The payback period is 12 months.

The initial investment will be equal to 2 840 000 rub.

The break-even point is reached at 4 month of work.

Monthly net profit - RUB 300,000.

2. Description of the business, product or service

3. Description of the sales market

4. Sales and marketing

5. Production plan

A critically important stage in the implementation of the project provided for in this business plan is right choice ways legal registration newspaper publishing as a business.

Such registration has two constituent processes.

The first point is related to the registration of the newspaper publishing house as commercial business, agreed upon Civil Code RF. In this case, it is expected to opt for registering a publishing house in the LLC format. There are several reasons for this:

• Firstly, the LLC status is most suitable for a newspaper whose main target audience is the class of people belonging to the most active part of the population - these are entrepreneurs, creative and scientific intelligentsia, young professionals, as well as citizens with a certain material income.
• Secondly, having legal form"LLC", the newspaper publishing house has the opportunity to more effectively interact with various government and municipal structures interested in placing any materials on the pages of the newspaper, participate in various municipal or government programs support for regional media.
• Thirdly, with the help authorized capital“LLC”, its shares, can attract various investors to finance the newspaper project, which is very difficult to implement, having only the status of an individual entrepreneur.

As for the LLC registration procedure itself, it has standard view. Registration can be completed independently - by submitting an application and relevant documents (charter, minutes of the constituent meeting, etc.) to the Federal Tax Service. This can also be done by using the services of companies specializing in business registration, legal companies. The optimal registration period is approximately 30 days. The total amount of expenses required to complete the entire registration process is about 30–50 thousand rubles.

When submitting an application, you must also indicate the relevant OKVED codes which include:

• 58.1 “Publishing books, periodicals and other types of publishing activities.”
• 58.13.1 “Publishing newspapers in printed form.”

In addition to the general registration scheme, a contract or agreement is required with the printing house with the help of which the newspaper circulation will be printed.

The second part of the legal registration of the newspaper is to obtain the appropriate permission from government agencies, namely from the Roskomnadzor service (its full name is federal Service for supervision of compliance with legislation in the field of mass communications and protection of cultural heritage).

Registration of such a permit (in fact, it is a license for publishing activities) is mandatory for all print media whose monthly circulation exceeds the established limit of 1000 copies. This norm was established by Federal Law No. 2124-1 “On the Mass Media” dated December 27, 1991 (current edition dated July 2, 2013).

It should be especially noted here that violation of this legislative norm is punishable by a fine of 1,000 to 30,000 rubles. in accordance with the norms of Article 13.21 of the Code of the Russian Federation on Administrative Offenses.

To undergo such registration in the regional divisions of Roskomnadzor, the following documents are required:

• receipt of payment of state duty, the minimum amount of which is 500 rubles;
• copies of passports of the newspaper founders certified by a notary;
• a certified copy of the constituent documents of LLC - Charter, certificate of state registration, extract from the Unified State Register of Legal Entities, tax certificate.
• For the same procedure for registering a newspaper website, you will need a domain name registration certificate.

Based Russian practice, the process of obtaining a license to create a print media outlet through Roskomnadzor can take at least 1-2 months.

In addition to the mandatory forms for registering a newspaper publication, it will be necessary to conclude lease agreements for the editorial office, contacts with distributors (for example, FSUE Russian Post or local retail network newsstands).

6. Organizational structure

The full calculation of the payroll for 24 months, taking into account the bonus part and insurance contributions, is presented in the financial model.

In this material:

In order to find out how to open your own newspaper, you need to clearly understand the degree of riskiness of this business. There are many newspapers, each of them occupies its own niche, which will be maintained by all available means.

The arrival of a new publication will increase the intensity of competition and force us to look for new forms of manifestation. So, when you decide to open your own newspaper, you should be prepared for hard work, constant research and a lot of risk.

Where is the best place to start?

If you have capital, faith in victory and an idea of ​​how the newspaper publishing system works, then you need to start by developing your concept. You must have a clear idea of ​​what you, the readers and, of course, the advertisers need.

These three components must form a clear model for the new publication, which must be different from other newspapers, otherwise your idea is unlikely to be successful. The following options are possible:

1. Versatility. The wider the topic of a newspaper, the more readers it has. However, there are many such newspapers, their names are already known to everyone, but you still have to declare yourself. You can overcome such competition only with a special design, good marketing and active advertising.
2. Specificity. When the market is full, you often have to occupy small niches of the target audience. This approach will allow you to quickly find your reader and buyer, but the newspaper's circulation will never be large.
3. Pragmatism. This is a publication based entirely on commercial information, that is, on advertising and announcements. Such a publication can hardly be called a newspaper, because it does not contain the main element - journalism. The target audience is not permanent, but it will always be there. If you are satisfied with the complete lack of creativity, then you can start with such a sheet where people are looking for each other in order to sell, buy something or get the necessary information. However, for such a newspaper to be successful, it will have to overcome competition from existing media. After all, advertisers prefer well-known publications.
4. Personal sympathies of the founder of the media. It is quite possible that you need a newspaper to achieve your personal political, commercial or creative goals. In this case we can assume that general idea about the content and target audience, all that remains is to work on the commercial side of opening a new newspaper.

These approaches to ideas about your newspaper are separated, of course, conditionally. On practice New Newspaper can combine all four options. Moreover, their gradual flow from one form to another is possible. For example, for commercial promotion you can start with pure pragmatism. As profits are generated, other information may appear in the newspaper, for example, news, analytical reviews, crosswords, humor, lyrics. Gradually, the newspaper will acquire its own audience and grow with photographs, reports and political material. A newspaper can be considered successful if it is picked up not so much for advertisements and advertisements, but in order to read it from the first to the last page.

What to do next

After the concept has acquired the character of a clear model and the founder knows with whom he will have to develop a new business, the natural question arises of how to open a newspaper. This phrase usually refers to the formal side of the matter.

There are several options here too. It all depends on the planned scale of activity. If you want to start small, for example, with an advertisement newspaper with a circulation of 300-500 copies, then it is better to register as individual entrepreneur. Moreover, to begin with it is better to choose the patent system: it is simpler and more understandable. There is one more undoubted advantage - a patent is granted for a certain period. If the case fails, then everything will end with the end of his term.

Registration of the newspaper with the authorities Federal agency on Press and Mass Communications is mandatory only if its circulation exceeds 1000 copies.

This is already a serious and complex production with a large staff, so the status of an individual entrepreneur will not get by here; others are needed organizational forms, where the founder can be either an individual or a legal entity.

Organizational problems of the initial stage

You can make your first leaflet with advertisements yourself, but if you are going to publish a full-fledged newspaper, you cannot do it without a staff. Moreover, it is necessary to create a printing base.

Initially, this may be an agreement with a printing house for the provision of printing services. If these services are inexpensive and of high quality, then the problems of selecting specialists in the field will remain:

• design of printed products;
• programming;
• journalism;
• text editing;
• marketing.

In addition, the issue of product sales will become acute. It can be solved through subscription, with the help of sellers on the street and at various points. If you decide to start by publishing a free newspaper with advertisements, you will need couriers to deliver the newspaper door to door.

At the initial stage there is no need to talk about a subscription. Firstly, now this system is in decline, and secondly, no one will subscribe to a new, unknown publication. The most in a real way The distribution of newspapers at the initial stage is street trading.

Nowadays the most the best option promotion of new media is the Internet, so immediately after the official registration of the organization publishing the newspaper, you need to open a website dedicated to it. Having become accustomed to the appearance of the publication in in electronic format, people will begin to pay attention to the printed version.

People's attitude towards the newspaper business is ambivalent. Some consider it a hopeless cause, because according to statistics, 9 out of 10 new media outlets close within a year. Others believe that starting this business and making a profit is possible and not that difficult. Apparently, in order to understand who is right, you need to try it yourself.

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