中国广告年鉴统计显示,北京报业市场上,30多家北京本地报纸以及几百种中央及部委报纸展开了激烈的争夺,而北京的年广告总量为110亿元左右;上海每年的广告额在130-160亿元之间,接近全国广告总量的六分之一,但上海本地报纸数量仅为70余种,加上少数中央报刊,报纸总数不足100家。丰裕的广告资源,使得上海报业的竞争要平和得多。相对稳态的报业结构更使上海报业的竞争少了许多悬念。在很大程度上,竞争的强弱决定了媒体质量的高下。在我国新闻史上,上海报业曾铸就了无数的辉煌;1991年初《解放日报》“皇甫平”的系列评论更是破除了姓“社”姓“资”的思想僵滞,开启了我国第二次思想解放运动的进程。竞争尚未充分展开的上海报业现状并不令人满意,不但读者对报纸内容时有微词,上海新闻从业者也认为上海主要报纸与自己“心目中的理想媒体”距离较远。在这样的背景下,2002年年底,上海传媒管理高层发出了“打造上海板块”的声音,这预示着上海媒体格局与未来发展路径的变革。笔者认为,上海报业的一系列新动向,正是上海报业意图在竞争中实现突破的趋向,以提升影响力为指向,上海报业将发生以下两个方面的变革。 According to the China Advertising Yearbook statistics, more than 30 local newspapers in Beijing and hundreds of newspapers run by the central government and ministries and commissions have been fiercely contested in the newspaper market in Beijing, while the total amount of annual advertisements in Beijing is about 11 billion yuan. The annual advertising amount in Shanghai Between 130 and 160 billion yuan, which is close to one sixth of the national total. However, the number of local newspapers in Shanghai is only 70, plus a few central newspapers and newspapers, and the total number of newspapers is less than 100. Affluent advertising resources, making the Shanghai newspaper industry much more peaceful competition. Relatively steady newspaper structure makes the competition in Shanghai newspaper industry less suspense. To a large extent, the strength of competition determines the quality of the media. In the history of our country’s news, the newspaper industry in Shanghai has cast countless glories; the series of comments made by the “Liberation Daily” and “Huangfu Ping” in early 1991 broke the ideological rigidity of the surname, “community”, “surname” and “capital” , Which opened the way for the second liberation movement in our country. The status quo of Shanghai’s newspaper industry, where competition has not yet been fully developed, is not satisfactory. Not only are readers’ comments on newspaper content, but Shanghai news practitioners also think Shanghai’s major newspapers are far away from their “ideal media”. In this context, at the end of 2002, the top media management in Shanghai issued a “Build the Shanghai Plate” voice, which heralded the transformation of Shanghai’s media landscape and its future development path. In my opinion, a series of new trends in Shanghai’s newspaper industry are precisely the tendency of Shanghai’s newspaper industry to achieve a breakthrough in the competition. In order to enhance its influence, the Shanghai newspaper industry will undergo the following two changes.