传媒受众是媒介存在和发展的基础,区域性传媒受众则是区域性报纸赖以生存的基石,然而最近1-2年互联网作为新媒介形式的代表正在悄然改变着中国传统的受众结构及其信息消费习惯。网络媒体利用互联网作为传播工具,充分发挥其成本效率优势,在广告经营方面表现出强劲的上升势头,根? The media audience is the basis for the existence and development of the media. The regional media audience is the cornerstone of the survival of the regional newspaper. However, the representation of the Internet as a new media form in the recent 1-2 years is quietly changing the traditional Chinese audience structure and its information Consumption habits. Internet media use the Internet as a communication tool, give full play to its cost-efficiency advantage, and show a strong upward trend in advertising operation.