市场的冲击使媒体越来越意识到:受众的注意力和广告客户的信任度是媒体求生存,谋发展的首要资源。为了实现这些目标,媒体除了要加强技术和服务,打造“核心产品”以外,也不再局限于“给他人作嫁衣裳”,它们也需要运用包括广告在内的一些手段去建立自身的优良形象。遗憾的是,当我们去审视那些 The impact of the market more and more aware of the media: the audience’s attention and advertisers trust is the primary source of survival and development for the media. In order to achieve these goals, the media, apart from strengthening its technology and services and creating “core products,” are no longer confined to “marrying others for clothes.” They also need to use some means, including advertising, to establish their own good image . Unfortunately, when we look at those things