随着白领听众和私车车主这“些贵族”听众的加入,曾受冷落的广播媒体开始青春焕发。但由于内容的同质化和缺乏对广播收听率调查的重视和对调查数据应用的认识,国内广播媒体在经营方面仍然存在诸多难题。本文以第一手调查数据为依据,就广播媒体的价值、经营进行了一些探索。 As white-collar listeners and private car owners, “some aristocrats,” listeners joined, the once neglected broadcast media began to rejuvenate. However, due to the homogeneity of the content and the lack of attention paid to the survey of radio ratings and the application of survey data, there are still many problems in the operation of the domestic broadcasting media. Based on first-hand survey data, this article makes some explorations on the value and management of broadcast media.