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2003年,一向平静温和的上海传媒市场波澜频起。《青年报》全新改版,《新闻午报》、《新闻晨报》改版,《东方早报》创刊……一系列的变化激起了上海报业市场的千层浪,也引发了人们对上海报业广告市场的深度思考:2004年,上海报业发展格局以及未来发展走势如何?上海早报市场的格局、特点以及有哪些新变化?上海市场如何打造有影响力的主流媒体?品牌客户如何作出媒介选择?报纸广告运营模式如何适应广告市场的需求? 2004年3月18日,在“2004’上海传媒广告论坛”上,中国传媒领域的资深专家、学者、传媒人欢聚一堂,就以上的问题纷纷发表自己的看法。本刊特编发了相关专家、学者的研究观点,让广大读者从不同的角度对上海的报业广告市场有所了解。
In 2003, the media market in Shanghai, which has always been calm and mild, has been hit with waves. “Youth Daily” a new revision, the “Newsday”, “Morning News” revision, “Oriental Morning Post” started ... ... a series of changes have stirred up a wave of Shanghai newspaper market, but also led to the people of Shanghai Newspaper Deep thinking on the advertising market: What is the development pattern of Shanghai’s newspaper industry and its future development trend in 2004? What is the pattern and characteristics of the Shanghai Morning Post market and what changes have been made? How can the Shanghai market create influential mainstream media? How do brand clients make media choices? On March 18, 2004, at the 2004 Shanghai Media Advertising Forum, senior experts, scholars and media people in the field of media in China gathered together to publish the above questions Own opinion This article specially compiled the relevant experts, scholars research point of view, so that readers from different angles of Shanghai newspaper advertising market to understand.