报纸经营的成功有两大标志,一是发行量的不断扩大,二是广告客户及广告收入的不断增加。因此,任何一家报社,无论大小,一般都设有发行部与广告部。发行工作与广告工作都有各自的学问,这里面都有许多市场规律可以总结。报纸的发行工作和广告工作搞得好,都可在一定程度上促进发行量的扩大及广告收入的增加。然而,报纸经营的真正成功单靠发行、广告上的投入、努力还远远不够,这只是“治标”,报纸经营成功的基石在于报纸的内在质量。 The success of newspaper management has two major signs, first, the circulation continues to expand, and second, advertising and advertising revenue continues to increase. Therefore, any newspaper office, large or small, generally has its own distribution and advertising department. Distribution work and advertising work has its own knowledge, there are many market rules can be summarized. The issue of newspapers and advertising work well done, to a certain extent, can promote the circulation of the expansion and increase in advertising revenue. However, the real success of the newspaper business depends solely on the issuance of advertisements. The effort invested in advertising is far from enough. This is only a “palliative measure.” The cornerstone of newspaper success lies in the inherent quality of newspapers.