根据CTR媒介智讯的数据,2012年中国报纸广告较上年下降7.5%。如此大的降幅在改革开放初始报纸广告恢复以来的30多年里从未出现过。这其中,为如此大降幅作出最大“贡献”的就是都市报,有些地区都市报广告下降幅度达到20-30%。都市报的变革势在必行。上世纪90年代中期,都市报强调社会新闻、策划新闻、“扫楼洗街”、广告代理……在原来党报的基础上进行了一场“范式革 According to data from CTR Media Intelligence, Chinese newspaper ads dropped by 7.5% in 2012 over the previous year. Such a big decline never occurred in more than 30 years since the initial newspaper reform in the reform and opening up. Among them, for such a large decline in making the largest ”contribution “ is the Metropolis Daily, in some areas the Metropolis Daily advertising fell 20-30%. Metropolitan newspaper changes imperative. In the mid 90s of last century, the Metropolis Daily emphasized social news, planning news, ”sweeping the floor to wash the streets“, advertising agency ... ... based on the original party newspaper conducted a ”paradigm