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新媒体对传统报业的冲击,从新闻延伸至经营。报业赖以生存的广告,越来越直接地感受到市场空间被严重挤压。面对咄咄逼人的互联网和移动终端,报业广告死守传统经营模式无异于等死,唯有拿出足够勇气告别传统,拿出足够智慧创新理念,才有可能突出重围赢得生机。一、报业广告遭遇困境的偶然与必然因素今年一季度,常州日报社广告经营额同比下降,而作这同比基础的2012年的广告已经是零增长。这也是全国报业广告的基本反映。报业广告经营的下滑趋势,虽然有受宏观经济调控与社会消
The impact of the new media on the traditional newspaper industry extends from news to management. The newspaper relies on living advertisements to feel more and more directly that the market space has been severely squeezed. In the face of aggressive Internet and mobile terminals, the newspaper ad sticking to the traditional business model is tantamount to death, only come up with enough courage to bid farewell to tradition, come up with enough wisdom and innovative ideas, it is possible to highlight the siege to win life. First, the occasional and inevitable factors in the newspaper ad trouble encountered In the first quarter of this year, Changzhou Daily newspaper advertising business fell year on year, and for this year on year basis of advertising in 2012 has been zero growth. This is also the basic reflection of the newspaper ads nationwide. Newspaper advertising business decline trend, although there are macroeconomic regulation and social elimination