曾经持续创造财富神话的中国报业,如今正在面临着一次前所未有的生存挑战。作为衡量媒体经济效益运行态势的重要指标,越来越多的都市报纸不得不承受广告经营状况陷入“寒冬”的沉重压力。相关研究机构的监测数字显示,从2005年3月开始,全国报业广告收入首度呈现同比增速下滑态势 The Chinese press, once a continent that continues to create wealth, is now facing an unprecedented challenge to survival. As an important measure of the economic efficiency of the media, more and more metropolitan newspapers have to bear the heavy pressure of falling into the “winter” state of their advertising business. Statistics from relevant research institutes showed that for the first time since the beginning of March 2005, the income from newspaper advertisements nationwide has seen a year-on-year decline