新媒体给传统媒体带来的挑战与冲击一直是最近几年媒体人热议的话题。与其他传统媒体相比,广播媒体与互联网等新兴媒体具有很好的兼容性,同时,通过广播媒体经营者近几年的摸索,广播媒体自身营销创新能力不断提升。2014年广播广告增长领先传统媒体增幅。因此,在日益激烈的市场竞争中,广播广告人既需要具 The challenge and impact traditional media have brought about by the new media has always been a hot topic for the media in recent years. Compared with other traditional media, broadcast media and Internet have good compatibility. At the same time, through the exploration of broadcast media operators in recent years, the innovation ability of broadcast media itself has been improving. In 2014, radio advertisements increased by leading traditional media. Therefore, in the increasingly fierce market competition, radio advertisers need both