言及中国的广告市场,许多人会说,这是一个媒介称王称雄的“卖方市场”。单从一些大媒介来看,确是如此。您看中央电视台,许多企业为争一点广告时间打得头破血流,再看《人民日报》《经济日报》之类,广告版面要等四、五个月。然而,媒介市场并不平衡,如果看一些地方小报或专业报纸杂志,您可以发现媒介之中也存在一个“买方市场”,需要开发和经营。就拿手头的杂志《中国记者》来说,每期发行4—5万,但广告是一个空白。这不能不说是个浪费。杂志的封二封三做广告,每期至少可以收入1—2万元,这是一个很好的买卖。有人说,这份杂志很专业,和大众化的报纸杂志不同,谁来做广告呢?这讲 Speaking of China’s advertising market, many people would say that this is a “seller’s market” where the media is the king. Just from some big media point of view, it is true. You see CCTV, many companies fight a little advertising time beaten, look at the “People’s Daily” “Economic Times” and the like, advertising layout to wait four or five months. However, the media market is not balanced. If you look at some local tabloids or professional newspapers and magazines, you can find that there is also a “buyer’s market” in the media that needs to be developed and operated. Take the hand magazine “Chinese reporters”, each issue 4-5 million, but advertising is a blank. This can not be said to be a waste. Magazine two sealed three advertisements, each period of at least 1-2 million income, this is a good deal. Some people say that this magazine is very professional, and popular newspapers and magazines different, who do advertising?