期刊广告是一种信息源,是常规文献的重要补充,应该赋予其信息属性。在广告经营管理中,应树立社会效益重于经济效益的经营理念,建立自我约束机制。在保证期刊质量和特色的基础上,搞好广告的设计编排、印刷装订。管理部门应制定相应的管理办法加以规范和提倡、鼓励。 Periodical advertising is an information source, is an important supplement to the conventional literature, it should be given its information attributes. In the advertising management, should establish a social efficiency is more important than the economic benefits of business philosophy, the establishment of self-restraint mechanism. On the basis of ensuring the quality and characteristics of the journals, we should do a good job in advertising design layout and printing binding. Management departments should formulate appropriate management practices to regulate and promote, encourage.