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机关报(主要指中央和省级党委机关报)的广告经营增长落后于大众报纸(主要指城市晚报和都市报)是本世纪90年代中国传媒市场化过程中一个引人注目的现象(以下简称“机关报广告滞后”)。在首都北京和其他许多省市,级别高、历史悠久、人才众多并被赋予重大新闻采编和发布专有权的中央和省级党委机关报,在广告收入的增长上步步落后于被称为“小报”的城市晚报或都市报。如占据全国日报发行量第一位的中共中央机关报《人民日报》,在本世纪80年代曾经稳执全国报业广告之牛耳,其后每况愈下,1995年后该报甚至无法跻身于全国报业的广告10强之列。此种现象在世界上可谓独一无二。
The growth of the advertising business of government agencies (mainly referred to as the central and provincial party organs) is lagging behind that of the mass newspapers (mainly City Evening News and Metropolis Daily) as a striking phenomenon in the process of marketization of Chinese media in the 1990s (hereinafter referred to as “Organ reported advertising lag”). In central Beijing and many other provinces and municipalities, central and provincial Party committee organs of high rank, long history, large numbers of talents who have been given major news gathering and publishing exclusive rights have lagged behind the growth of advertising revenue by what they called “Tabloid” city evening or city newspaper. For example, the People’s Daily, the organ of the Central Government, which occupies the first place in the circulation of the National Daily News, once held a steady position in the newspapers and magazines of the entire country in the 1980s. Since then, the newspaper has been unable to rank among the newspapers in the country after 1995 Of the top 10 ads. This phenomenon is unique in the world.