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电台广播在传统的大传媒概念里,近些年的大势是走弱的。一份2001年的研究报告指出,1990至2000年我国广告市场总收入的平均增长速度达到了27%——经济总量在不断增强,但是广告市场收入增长速度在不断放慢。根据慧聪媒体监测公司提供的媒体广告监测数据,2001年上半年报刊媒体广告收入增长速度由上年同期的33%大幅下降为9%,全国广播电视媒体的广告收入则是负增长。而这个时期,交通之声的收入却实现了连续翻番(见原文)。经营思路的清晰明确,是交通之声成功运营的主要前提,而这不能不说得益于其高层对广播媒体经营这一特殊产业的认识和把握。锁定目标人群,聚焦频率资源,实施专业化经营,正是浙江电台交通之声异军突起,业绩骄人,营收在全国交通专业台中迅速跻身前列的主要原因。
Radio broadcasting In the traditional concept of mass media, the general trend in recent years is weaker. According to a 2001 study, the average growth rate of total advertising revenue in China reached 27% between 1990 and 2000 - the total economy was steadily growing but the advertising market revenue growth was steadily slowing. According to the monitoring data of media advertisements provided by HC media monitoring companies, the media and media advertising revenue growth rate dropped sharply to 9% in the first half of 2001 from 33% in the same period of last year, while that of the national radio and television media was negative growth. During this period, the sound of traffic has been doubled in succession (see original). The clear and definite business ideas are the main preconditions for the successful operation of Traffic Voice, which can not but benefit from the understanding and control of its top management over this particular industry. Targeting the target population, focusing on frequency resources and implementing specialized operations are the main reasons why the sound of traffic from Zhejiang Radio Station has made remarkable achievements with outstanding revenue. As a result, revenue in the national transportation industry in Taichung quickly topped the list.