期刊与报纸、电视、电台被并称为广告四大媒体。这种认定,是以期刊广告媒体具有独特的作用、地位和优势为基础的。然而,近年来期刊广告经营与其他广告媒体相比,发展明显滞后:一是开展广告业务的期刊,大部分营业额都不高,平均每家仅几万元,远不能与其他广告媒体相比:二是据测算,至今还有60％以上的期刊尚未开展广告业务,并普遍反映出畏难、怕上的思想。 Periodicals and newspapers, television, radio and advertising is also known as the four major media. This recognition is based on the unique role, status and advantages of the periodical advertising media. However, compared with other advertising media, the development of periodical advertising has lagged far behind that of other advertising media in recent years. First, periodicals that carry out advertising business are not high in turnover, with an average of only tens of thousands of yuan each, which is far behind other advertising media : Second, it is estimated that up till now, more than 60% of journals have not yet started their advertising business and generally reflect the ideas of fear and fear.