At 8 o'clock last night, "Harvest" chief programmer Yong Xin, writers Yu Hua, and Su Tong were guests in the "Walking with Hui" Douyin live broadcast room, talking about literature and "Harvest" with Dong Yuhui.

This is the first time that a top literary journal in China has teamed up with anchor Dong Yuhui.

The live broadcast lasted for two and a half hours. A total of 73,200 units of the 2024 "Harvest" magazine were sold in six issues throughout the year. A total of 15,000 units were sold in the four quarterly "Harvest Novels" magazines in 2024, with total sales exceeding 12.462 million. .

During the live broadcast, the highest number of people online in real time exceeded 480,000. These people who love literature spent two and a half hours of happy literary time together.

　　More and more literary journals are following the live broadcast

　　"Live broadcasting is a new form. It may be a very good attempt to deliver good literary works and good writers to readers. If this method is proven to be effective, then we need to try it." Yongxin, the chief programmer of "Harvest" said that the number of literary readers of the three generations of old, middle and young people in China is astonishing, and they are waiting for everyone to use various methods to get closer.

　　More than a month ago, "People's Literature" magazine started an ice-breaking journey and took the lead in entering the "Walking with Hui" Douyin live broadcast room. This live broadcast has a cumulative number of 8.95 million viewers, with a peak of more than 700,000 people online at the same time, and hundreds of millions of views. like.

From 8 o'clock to 12 o'clock that night, "People's Literature" 2024 full-year subscriptions sold 82,600 sets and 992,000 copies within 4 hours, with a transaction amount of 17.85 million and a sales volume of 19.83 million.

Shi Zhanjun, editor-in-chief of "People's Literature", said that the results of this live broadcast reflect that readers of literature are "still there", but they need to be found in various ways, and excellent literary works also need to be read by readers in various ways. We see.

　　With "People's Literature" and "Harvest" successively entering Dong Yuhui's live broadcast room, a new ecology of literary journal communication has also been opened. It can be expected that more and more latecomers will continue to follow up and actively embrace this new Variety.

"Beijing Literature" executive editor Shi Libin said: "The changes in the communication methods of literary journals can arouse a new trend of cultural consumption among Chinese people, which is a particularly good thing."

　　"We have already started preparations and made specific plans." Li Shaojun, editor-in-chief of "Poetry Magazine", told reporters that "Poetry Magazine" will also enter Dong Yuhui's live broadcast room, but the specific time has not yet been determined.

Li Shaojun said frankly that there are many difficulties in collecting subscriptions for literary journals solely relying on traditional distribution channels. Trying the live broadcast room to seek new breakthroughs and try new communication methods has boosted everyone's confidence.

　　"Literary journals entering the live broadcast room and finding a new channel between readers of this era and pure literature will bring about changes in the entire industry ecology." Ji Yaya, executive editor of "October" magazine, said that "October" has also entered the live broadcast room "But it does not mean that you have to enter Dong Yuhui's live broadcast room." In Ji Yaya's view, "People's Literature" and "Harvest" not only fought a good battle for themselves, but also brought dividends to the industry, "Now Capital is now interested in literary journals, and channel providers are actively looking for content. Previously, many live broadcast rooms did not accept literary journals at all. This may even be a turning point for the industry. In the future, many journals may switch from focusing on economic gains. To focus on influence, they will shift from traditional distribution channels to online sales channels.”

　　The core competitiveness is still good writers and good works

　　Literary journals have entered the live broadcast room one after another and obtained gratifying data, but the attitude of literary journal people is calm.

　　Li Shaojun believes: "The popularity of "People's Literature" and "Harvest" in the live broadcast room does not mean that all subsequent follow-ups are equally popular. Dong Yuhui recommended many books, but the only ones that are really popular are "The Right Bank of the Ergun River" and so on. A few books." In this regard, Ji Yaya also believes, "It is not enough if the audience reads "People's Literature" and "Harvest" simply because of the influence of the top anchors or out of curiosity. It also depends on how much real readers can settle down in the end. "In her opinion, compared with the sensational effect, what should be more concerned about is the steady growth of readers and the continued growth of reading volume.

"In Dong Yuhui's live broadcast room, whether he pays for it because of his personal charm or because he really loves literature requires continuous observation."

　　But no matter what, the promotion and marketing of literary journals has become a new topic, and along with it, literary journals may face a new round of reshuffle.

Shi Libin predicted that literary journals will undergo a process of survival of the fittest, with well-run journals getting better and better, while poorly run journals will struggle.

　　Faced with the changing situation, Ji Yaya said frankly: "What we hope to find is a stable, sustainable, and real bridge for reading literary content. This requires constant exploration." She believes that literary journals should still stick together to keep warm, and the literary journal industry should Join forces to strengthen your own voice. At the same time, you can try various journals to join forces to create live broadcast rooms. Each journal will take turns to interact with readers and gradually accumulate traffic.

　　No matter what changes occur in the communication channels, the people of literary journals firmly believe that the core is to run the journal well and down-to-earth.

Li Shaojun said frankly: "We will not waver in the purpose of publishing the magazine just because we enter the live broadcast room. Of course, we will also listen to readers' opinions and constantly optimize the content." Shi Libin also believes that original literature has the power to directly touch people's hearts in any era. The most fundamental thing for literary journals is to publish good writers and good works.

　　Reporter Lu Yanxia