随着信息技术的迅猛发展,以互联网、手机为代表的新媒体深刻地影响着传媒业的发展格局,一个全新的传播时代悄然形成。电子渠道的普遍化对消费者信息选择的影响日趋强大,也促使邮政商函广告发展的市场环境发生根本转变。邮政商函广告如何保持持续的生命力,这一问题值得深思。新传播时代广告业存在的形态从新传播时代的特点来看,上个世纪初,广播的问世终结了报纸作为大众传播第一媒体的地位。很快,电视的出现又取代了广播。到上个世纪末,互联网的诞生,又以其超越传统媒体的传播优势,成为大众信息接收的新宠,并且标志着新 With the rapid development of information technology, new media represented by the Internet and mobile phones have profoundly influenced the development of the media industry. A brand new era of communication has quietly taken shape. The popularization of electronic channels has become increasingly influential in the choice of consumer information and has also led to a fundamental shift in the market environment for the development of postal letter advertising. How to maintain the sustainability of postal business advertising, this issue is worth pondering. From the characteristics of the new era of communication, the advent of broadcasting in the new century ended the status of newspapers as the first media for mass media. Soon, the advent of television replaced radio. By the end of the last century, the birth of the Internet has again become the new darling of receiving public information with its superiority of dissemination over traditional media and marked a new