去年秋天,我随中国科普报刊赴美考察团出访美国。在考察了22种报刊后,我对美国科普报刊的广告业之兴盛感触颇深。美国科普报刊以读者面广、印制精美、发行最大、宣传效果好而成为美国报刊广告媒介中最重要的组成部分。而对科普报刊自身而言,其财源亦主要来自广告。我们考察美国的中等规模的报刊社,一年的广告纯收入即达几千万美元。如《大众机械》为2400万美元。《科学教师》发行量只有几万份,一年的广告纯收入也有25万美元。如果说广告离不开报刊的话,那么报刊则更离不开广告,即所谓的以广告养报刊。在报刊社内部,广告部是独立的,它专门负责广 Last fall, I visited the United States with Chinese delegation to the United States. After examining 22 kinds of newspapers and periodicals, I felt deeply about the prosperity of the advertising industry in the popular science press in the United States. The popular science press in the United States has become the most important part of the media in the United States of newspapers and periodicals with a wide range of readers, beautifully printed books, the largest circulation and good publicity. For the popular science press itself, its financial resources are mainly from advertising. We examine the medium-sized newspapers and periodicals in the United States, where the annual net income of advertisements amounts to tens of millions of dollars. Such as “public machinery” to 24 million US dollars. There are only tens of thousands of “science teachers” in circulation, and a year’s net advertising revenue is also about 250,000 U.S. dollars. If advertising is inseparable from the press, then the press is even more inseparable from the ads, the so-called newspaper advertising. In the newspaper club, the advertising department is independent, it is responsible for wide