论文部分内容阅读
当今的社会是信息化的社会,信息传播的途径不断增加,新媒体快捷高效的传播方式为信息传播开辟了新的领域,冲击着传统媒体。报业作为传统媒体的代表之一,受到了严峻的挑战。在崭新的媒体环境下,报业的发行量和市场广告份额承受了巨大的竞争压力。本文剖析了报业的发展现状以及面临的困境,提出了在新媒体环境下广告经营策略的创新途径,以保持报业未来在广告市场的竞争力。
Today’s society is an information society. The ways of information dissemination continue to increase. The fast and efficient ways of new media dissemination open up new areas for information dissemination and impact the traditional media. As one of the representatives of the traditional media, the newspaper industry has been severely challenged. In the new media environment, the newspaper circulation and market share of advertising to withstand a huge competitive pressure. This paper analyzes the status quo of the newspaper industry and the difficulties it faces, and proposes innovative ways of advertising management strategies in the new media environment in order to maintain the newspaper’s competitiveness in the advertising market in the future.