随着新媒体技术的不断成熟与革新,当前社会已经进入了一个社会化媒体的新时代,人们接触媒体的途径和方式不再单一,媒介类型的多样化促使人们触媒途径更为复杂,改变了人们的触媒行为和习惯。近年来微信、微博等媒体产品搭载互联网媒介迅速抢占了受众的媒介接触终端,从媒介形态的角度来看,PC端、纸媒的市场在人们触媒习惯被冲击的情况下均受到波及。可以说,这是一个竞争激烈、日新月异的时代,社会化媒体已然深入人心。在这样的媒介环境下,纸媒广告商的媒体投放策略也随之发生调整,部分广告商开始转向新媒体,部分广告商加大了纸媒的宣传力度,策略的调整引起纸媒市场广告 With the continuous maturity and innovation of new media technologies, the current society has entered a new era of social media. There is no single way for people to access the media. The diversification of media types has made people have more complicated media channels and changed People’s catalytic behavior and habits. In recent years, the media products such as WeChat and Weibo embarked on Internet media to rapidly occupy the media contact terminals of the audiences. From the perspective of media formats, the market for PC-side and media-based media has been affected by people’s exposure to the catalyst habit. It can be said that this is an era of intense competition and rapid change. Social media is already enjoying popular support. In such a media environment, the media advertisement strategy of paper media advertisers has also been adjusted. Some advertisers have started to turn to new media. Some advertisers have increased the propaganda of paper media, and the adjustment of strategy has caused the advertisement of paper media market