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合理的传媒收入结构调整可以提高传媒市场竞争能力,发挥竞争优势。按收入和资讯传播过程的关系来分,传媒收入可以分为两种性质:发行/收视收入的内生型收益和广告收入的外生型收益。近代传媒收入以内生型收益为主,经济收入水平成为进入大众传播活动的门坎。这种情况严重阻碍了传媒的普及,使大众传播活动成为贵族和上层阶级的特权。现代传媒经济从根本上来说属于“注意力经济”或“影响力经济”,从而规定了传媒对目标市场的广泛占有,形成以外生型收入为主的收入结构模式。例如,报业收入结构一般是广告收入占到70％左右;无线电视业和广播
A reasonable media revenue structure adjustment can enhance the media market competitiveness and give play to its competitive advantages. In terms of the relationship between income and information dissemination, media revenue can be divided into two categories: endogenous revenue from distribution / subscription revenue and exogenous revenue from advertising revenue. In recent years, the income of the media has been mainly endogenous, and the level of economic income has become the threshold for entering the mass media. This situation has seriously hampered the popularization of the mass media and made the mass media activities a prerogative of the aristocracy and the upper classes. The modern media economy basically belongs to the “attention economy” or “influential economy”, thus stipulating the broad occupation of the target market by the media and forming a pattern of revenue structure with extra-income-based income. For example, newspaper revenue structure is generally about 70% of advertising revenue; radio and broadcasting