随着社会主义市场经济体制的逐步形成,大多数报纸经营者的思想观念发生了根本性的变化。消费者的心理和消费倾向影响市场,广告影响消费者、影响社会消费倾向,这已成为企业的共识。那么报纸广告经营如何在促进流通、活跃经济、指导消费这一变化多端的市场上下功夫呢?以报纸个性赢得市场作为一张报纸,办报质量毕竟是“皮”,广告是依赖“皮”提供生存环境并输送营养的“毛”;皮之不存,毛将焉附?因此报纸定位越准,报道质量越高,信息越实用,即报纸个性越成熟,越能更有实力地影响广告投入。“皮”是什么?就是准确抓住受众 With the gradual formation of a socialist market economic system, the fundamental ideas of most newspaper marketers have undergone fundamental changes. Consumer psychology and consumer tendencies affect the market, advertising affects consumers, affecting the social spending propensity, which has become the consensus of enterprises. How can newspapers and magazines operate in a changing market that promotes circulation, an active economy and a guide to consumption? To win the newspaper as a newspaper personality, the newspaper quality is, after all, “skinned” The survival of the environment and the delivery of nutrition, “hair”; the skin does not exist, hair will attach? Therefore, the more accurate positioning of the newspaper, the higher the quality of the report, the more practical information that the more mature newspaper personality, the more able to influence the advertising investment . What is “skin”? Is to accurately grasp the audience