近几年来,报刊受到电视媒体和网络媒体的剧烈冲击与震撼,多数纸介媒体处于惨淡经营和勉强支撑的窘境。报刊发行量迅速减少,受众面逐步萎缩,报刊在媒体市场所占的份额也呈下降趋势。更令人忧虑的是,发行量的滑坡又导致了另一轮恶性循环,广告商纷纷改弦易帜,另投他向。由于广告效益的回落,使得报刊经济来源大受影响,于是有人唱起了灰溜溜的咏叹调:“21世纪是电子媒介独领风骚的世纪,纸介媒体的传统报刊成了出土文物,黄了。”面对如此严峻的形势,如此巨大的困惑与挑战,报 In recent years, newspapers and periodicals have been severely hit and shook by the television media and online media. Most media outlets are in a dilemma and barely supported. The circulation of newspapers and periodicals has rapidly diminished, and the audiences have shrunk gradually. The share of newspapers and periodicals in the media market has also been declining. Even more worrying is that the circulation of landslide has led to another round of vicious circle, advertisers have changed their minds, the other vote to him. Because of the fall of advertising effectiveness, which has greatly affected the economic origin of newspapers and periodicals, some people sang a dingy aria: "The 21st century is a century dominated by electronic media. Traditional media of paper media have become unearthed cultural relics and yellow. Faced with such a severe situation, such a huge confusion and challenge reported