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近几年来,随着电视媒介在数量上的剧增,广告市场的竞争也日趋红火。与电视声形并茂的传播手段相比,报纸在广告市场上的竞争已明显处于不利的地位。据了解,全国三分之二的报社广告收入与上年基本持平,三分之二弱的报社广告收入与上年同期略有下降,三分之一的报社刊出量维持下来,广告的到帐率极不理想。全国报纸的广告形势如此不喜人,处在最基层的县市报广告形势更是使人有一种窘迫和困惑之感。
In recent years, with the dramatic increase in the number of television media, the competition in the advertising market is also booming. Comparing with the means of communication with the sound of television, the competition of newspapers in the advertising market has obviously been at a disadvantageous position. It is understood that two-thirds of newspapers nationwide reported almost the same amount of advertising revenue as last year. Two-thirds of weak newspaper advertising revenue decreased slightly compared with the same period of last year. One-third of the newspapers’ publication volume was maintained. The account rate is extremely unsatisfactory. The advertising situation of the national newspapers is not so gratifying, and the advertising situation in the county and city newspapers at the most basic level gives people a sense of embarrassment and confusion.