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因特网被称为20世纪人类最伟大的创造。高速增长的因特网作为新兴力量,对每个传统行业的生存都产生了巨大的压力,传统媒体业也不例外。因特网集文字、图像、声音于一体,具有其他媒体不可企及的时效性、深不可测的容量以及信息传播的交互性。由于具备了这种种优势,因特网在与传统媒体的竞争中脱颖而出,迅速抢占了传统媒体的市场份额。预测,在今后四年内,因特网将吸收270亿美元的广告收入,即从美国传统媒体手中夺走10%的广告收入,到2004年美国的网上广告收入将达到220亿美元,相当于美国传统媒体广告收入的8.1%,从而超过杂志、黄页电话簿和电台广告收入总和。对于以广告为生命线的美国传统媒体而言,这无疑是严重的挑战。而美国媒体的现状,在很大程度上就预示着其他国家媒体的未来。
The Internet is said to be the greatest human creation of the 20th century. The rapid growth of the Internet as a new force exerts tremendous pressure on the survival of every traditional industry, and the traditional media industry is no exception. The Internet is a collection of text, images and sound that is time-sensitive, unpredictable, and interactive with other media. With all these advantages, the Internet has emerged as a competitive marketplace with traditional media and quickly captured the market share of traditional media. Predicts that in the next four years, the Internet will absorb 27 billion U.S. dollars of advertising revenue, that is, 10 percent of advertising revenue will be claimed from the traditional media in the United States. By 2004, the U.S. online advertising revenue will reach 22 billion U.S. dollars, equivalent to that of U.S. traditional media 8.1% of advertising revenue, which exceeds the sum of magazines, yellow pages phone book and radio advertising revenue. This is undoubtedly a serious challenge for traditional American media that uses advertising as its lifeline. The current status of the U.S. media, to a large extent, heralds the future of the media in other countries.