种种迹象显示,在中国媒体的整合和市场化时代尚未完全到来之前,平面媒体已经开始陷入微利时代的经营困局。分析发现,“2005全国晚报都市类报纸竞争力20强”的收入结构均比较单一,绝大多数报纸的广告收入占主营收入的比重超过70%,其中蕴藏着巨大的经营性风险。 There are indications that until the era of integration and marketization of the Chinese media has not yet come to an end, the print media has begun to plunge into the dilemma of management in the era of meager profits. According to the analysis, the income structure of the top 20 newspapers in the Evening Evening Newspaper in 2005 was relatively simple. The vast majority of newspaper ads accounted for more than 70% of the main revenue, which contained tremendous operational risks.