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《丽江日报》作为丽江市委机关报,是丽江市唯一一份在全国公开发行的党报,也是丽江最具权威、最具公信力和影响力的报纸。十多年前,在丽江市委市政府的支持下,报社明确提出了“生存靠政府、发展靠自己”的指导思想,抓住了发展机遇。然而,随着市场化的深入,固有模式难以发展壮大,报社的出路在哪里?这个问题摆到了丽江报人面前。因地制宜开发广告业务丽江全市人口110多万,属于经济欠发达地区,报纸广告经营在短期内难有大幅度提升。2000年前,丽江日报广告收入不到100万元。要想在广告经营上有所突破,就要像抓新闻业务一样抓经营,推动新闻、经营两轮驱动。
As a newspaper of Lijiang Municipal Party Committee, Lijiang Daily is the only party newspaper in Lijiang City that is publicly listed nationwide and is also the most authoritative, credible and influential newspaper in Lijiang. More than a decade ago, with the support of Lijiang municipal government, the newspaper clearly put forward the guiding ideology of “survival by the government and development by oneself” and seized the development opportunities. However, with the deepening of marketization, it is hard for the inherent model to grow and develop. Where is the newspaper’s outlet? According to local conditions to develop advertising business Lijiang city population of more than 1.1 million, belong to the economically underdeveloped areas, newspapers, advertising in the short term is unlikely to significantly improve. 2000 years ago, Lijiang Daily advertising revenue of less than 100 million. If we want to make breakthroughs in the management of advertising, we should grasp the business like scrapping the news business, promote the news and operate the two-wheel drive.