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插页广告是由报社代印或由广告商直接提供的活页广告,一般先于报纸印出。插页广告与分类广告一样,在美国区域性报纸的广告收入中占有相当大的比重,其广告客户多为零售商。在报纸发行下滑,广告收入萎缩的今天,美国报纸的插页广告额保持了上升势头。美国报业正将插页广告的个性化服务坚定不移地向前推进,印刷包装机械和计算机系统的结合在这一过程中扮演了重要角色。与之比较,我国报纸的插页广告服务就粗放、粗糙得多了。
Inserted advertisements are leaflets printed on behalf of the newspaper or provided directly by advertisers, usually printed in advance of newspapers. Insert ads, like classified ads, make up a significant portion of advertising revenue in the US for regional newspapers, with many advertisers being retailers. Today, with the decline in newspaper distribution and shrinking advertising revenue, the number of interstitial ads in US newspapers has kept on rising. The U.S. press is advancing the personalized service of interstitial ads, and the combination of printing and packaging machinery and computer systems plays an important role in this process. By comparison, our newspaper’s interstitial advertising service is extensive and rough.