Friday, September 07, 2007

疑惑的投資廣告

新股沉寂一輪後,又準備湧來新一浪,但估不到有人先想搶一筆。皆因做焦煤的恒鼎(1393)還未公布招股之際,有報章廣告竟話可以買該集團股份,認真神奇!


禤中怡強烈建議投資者小心這類廣告,若真的想買股份,請在港交所(388)這個公開透明場地進行,因為有證監會這個保護傘,可以保障自己的利益嘛!話雖偶有證券行出事,投資者利益亦有風險,但投資者本身需自行提高防患意識,皆因有人執意犯法,誰也無法避免。


其實,大家只要小心,在付鈔前,先停下來想一想,兼找朋友分析,即使見到甚麼祈福黨、電子零件黨那些誘人的回報,也可臨危不亂。況且機會處處有,大家真的不用被面前所謂的「利潤」騙倒。


言歸正傳,今次出現令人疑惑的廣告,原來刊登在小小超(李澤楷)的《信報》這份專業財經報章內,本來無甚特別,廣告尺寸只比申請酒牌啟事通告略大一點,估不到有傳媒留意到兼找出箇中疑點。《信報》廣告量近期的確較前為多,除了財經金融廣告外,消費性廣告亦不少,相信要賺更多的利潤絕無難度。不過,今次睇漏眼刊出這個廣告就耐人尋味,因為遇有疑問的話,公司理應會查清楚,兼有刊登決定權,畢竟要向讀者交代。


談到《信報》,公司近期的確是多變化,除了有新股東外,營運聽聞亦有新搞作。最近該報將遣散印刷部員工,由10月起將印刷報紙這個工序交由壹傳媒(282)旗下印刷部門負責,一改以往堅持自己印刷的傳統。


禤中怡估計最大原因,可能與新市場形勢變化有關,因為邁向全彩色印刷,就可吸納更多靚靚廣告。《信報》過去一直選用台灣製造的印刷機械設備,可謂「情有獨鍾」,是次轉型,未知這批設備最終命運如何?


外判印刷工序這種經營策略實非異常,且看市場上3份免費報紙,都已經同樣交由壹傳媒印刷(不過,有一份免費報紙稍後將會把印刷工序轉交中資印刷機構負責),反映報館不一定需要自設印刷廠房,又一次挑戰傳統辦報思維。


將印刷工序外判的策略確實存在風險,如印刷服務不獲續約及質素難自行控制等,但做生意講回報,壹傳媒也要為自己的產能找出路,而且屬上市公司,禤中怡了解其印刷部門也要自負盈虧,所以積極吸客,壯大生產方可帶來規模效應。


做傳媒,最大賣點必然是內容和版面設計,有內涵方能吸引讀者長期支持,兼樂於閱讀和與朋友分享。當然,精美印刷絕對不能忽視,但這種後工序交由第三者負責,也減輕龐大投資,可集中火力,將資源用作加強內容,才能吸引更多讀者垂青。


(9月7日刊於《am730》)

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