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2014年,国民经济起伏的同时,广告市场也经历了跌宕转变。传统广告在上半年保持小幅稳定增长,但是从10月份开始,月度同比走势持续下滑,最终传统广告市场以全年1.7%的降幅结束。而新媒体市场地位提升的趋势也愈加明显,其2014年的市场份额为17.4%,较2013年增加了3个百分点。在传统媒体与新媒体的进退之间,我们置身其中体验着中国广告市场的调整。这次调整于媒体、于企业,都有不同于以往的变化。这次调整是在传播生态环境大变革之下进行,面临着媒体内外、受众、技术等种种因素的叠加影响。影响因素多,在一定程度上也就意味着调整的难度之大,经
In 2014, while the national economy fluctuated, the advertising market also experienced ups and downs. Traditional advertising maintained a slight and steady growth in the first half of the year. However, from the beginning of October, the monthly sales continued to decline year-on-year, with the result that the traditional advertising market ended with a 1.7% annual decline. The trend of the new media market is also becoming more pronounced. Its market share in 2014 was 17.4%, an increase of 3 percentage points from 2013. In the traditional media and new media’s advance and retreat, we are experiencing the adjustment of China’s advertising market. This adjustment in the media, in the business, there are different from the previous changes. This adjustment is carried out under the background of spreading the great changes in the ecological environment and is subject to the superposition of various factors including inside and outside the media, the audience and technology. Influential factors, to a certain extent, also means that the difficulty of adjustment, after