本文经过考证认为,广告在近代中国报业经济中的地位是逐渐演进的。18世纪末19世纪初,除外报外,当时在社会上有影响力的国人报纸都依靠的是报纸的发行收入。只有到了20世纪30年代,广告收入才在报纸的收入结构中占据重要位置。这个时间节点的来临要比西方晚至少30年光景。至于该时期广告收入是否取代发行收入,成为报纸的主要收入,则还有待进一步考证。 This text passes the textual research that, the advertisement in the modern Chinese newspaper economy status gradually evolves. At the end of the 18th century and the beginning of the 19th century, except for the state newspapers, the influential newspaper of the country people at the time relied on newspaper distribution revenue. Only by the 1930s did advertising revenue dominate the newspaper’s revenue structure. This time is approaching at least 30 years later than in the West. Whether the advertising revenue in that period will replace the distribution income and become the newspaper’s main revenue has yet to be further verified.