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2008年以来,随着金融危机的蔓延,报纸行业也遭遇寒冬,整体效益下滑,广告实际收入大幅下跌。随着国家经济刺激措施的施行,今年上半年虽大幅好转,但下半年大势不明朗,未来中国经济究竟会不会“二次探底”?这一争论从7月以来热闹非凡。而报刊发行征订在即,地市党报做何种应对:扩张抑或收缩,实在是两难之举。要做到应对自如,惟有练好内功,特别是要算好自己报纸盈亏平衡点发行量这本账。现就地市党报盈亏平衡点的发行量作一些探索与思考。
Since 2008, with the spread of the financial crisis, the newspaper industry also suffered a cold winter and the overall profitability declined. The actual advertising revenue dropped significantly. With the implementation of the national economic stimulus measures, although the first half of this year has drastically improved, the general trend in the second half of the year is uncertain. Whether the economy of China will “double dip” in the future will be crowded since July. And the issue of newspapers and magazines issued in the near future, the city party newspaper to do what kind of response: expansion or contraction, it is really a dilemma. To be able to cope with ease, only practice good internal strength, in particular, should be considered a good newspaper break-even point circulation of this book. Now on the issue of break-even point of the local party newspaper to make some exploration and thinking.