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当前,报业市场化和企业化步伐的加快,迫切要求县(市)报不仅要提高新闻的质量,而且在广告经营上也应改革创新。改善工作机制,搞活广告经营。由于多种原因,现阶段县市报单纯靠发行量提高广告量尚不切实际。因此,1998年底洪泽报专门组织了由总编带队的广告经营考察小组,去苏中、苏南部分县(市)报学习取经,借鉴兄弟报社成功经验,建立和完善本报社的广告经营机制。报社在1999年实行了广告人员经营责任制,彻底摒弃“大锅饭”,创收指标与个人工资紧密挂钩,全奖全赔,上不封顶、下不保底。结果,到1999年末,广告经营收入比上年增长了近三倍,取得了较好效果。
At present, the accelerating marketization and enterpriseization of the newspaper industry urgently requires the county (city) newspaper not only to improve the quality of the news, but also to reform and innovate in the advertising business. Improve the working mechanism, invigorate the advertising business. Due to various reasons, at this stage, the county and city newspapers simply rely on circulation to increase the amount of advertising is not realistic. Therefore, by the end of 1998, Hongze Daily organized an advertising management team led by the chief editor to study and learn from some counties (cities) in the Central and Southern Jiangsu Provinces, drawing on the successful experience of the brothers and newspapers, establishing and improving the advertising business of the newspaper mechanism. In 1999, the newspaper practiced the responsibility system of advertising personnel to completely abandon the “big pot of rice” and the income-generating targets were closely linked with the personal wages. As a result, by the end of 1999, the operating income of advertising had nearly tripled from that of the previous year, which achieved good results.