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从报纸发行的角度来看,广告商的目标消费群体与报纸的读者群,或广告商的目标消费市场区域与报纸的读者市场区域叠合的那一部分发行,对广告才有真正的吸附力,这一部分发行才是“有效发行”。两者的叠合度越高,报纸在某一区域内的影响力越大,对广告的吸附力就越强,发行的效果就越好。因此,从经济效益的角度来讲,发行量的有效化程度和发行区域化的战略选择,是必须考虑的两大市场因素。
From the point of view of newspaper distribution, advertisers have a real affinity for advertising if their target consumer group and newspaper readership or advertiser’s target consumer market area overlaps with newspaper reader market area, This part of the issue is “effective distribution.” The higher the degree of overlap between the two newspapers, the greater the influence of a newspaper in a certain area, the stronger the attraction to advertisements and the better the effect of distribution. Therefore, in terms of economic benefits, the two major market factors that must be considered are the degree of effectiveness of circulation and the strategic choice of issuing regionalization.