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在中国媒体业内,一说及发行量总是一件非常尴尬的事情。《经济观察报》总编何力在涉及这个问题时说,在中国谈发行量是一件痛苦的事情,你说假话的时候,别人以为你说的是真话,你说真话的时候别人还以为你在说假话,所以我不愿意跟别人谈起我们的发行量。我可以想象,何力谈及此事时的神情,眯眯着眼的笑容在脸上有点挂不住了。至于《南风窗》总编秦朔说到《南风窗》的发行数字时的眼神,似乎在掏心掏肺一般:我这可是实打实的,一点也没有虚夸成份。但似乎今天的市场更愿意相信谎言,相信那些夸大发行量一倍、几倍,甚至十倍却连眼睛都不眨一下的家伙。独立媒体调查公司尼尔森媒体研究每周公布的各种电视节目的尼尔森收视率,成了各电视网收取广告费和广告主付出广告费的主要依据。同时,它也成为决定一个电视新闻节目生死攸关的因素。
In China’s media industry, it is always a very embarrassing thing to say about circulation. When dealing with this issue, Economic Observer chief editor He Li said that it is a painful matter to talk about circulation in China. When you tell lies, others think you are telling the truth. When you tell the truth Others thought you were telling lies, so I did not want to talk about the circulation with others. I can imagine how He Li talked about the situation when he was smiling. His smile was a bit hung on his face. As for the “South Wind” editor Qin Shuo said “South Wind” when the release of the number of eyes, it seems dig their hearts and lungs in general: I can be real, I did not exaggerate ingredients. But it seems that today’s market is more willing to believe the lies, I believe those who exaggerate the circulation doubled, several times, or even ten times did not even blink eyes of the guy. Nielsen Media, the independent media research company that conducts weekly research on the Nielsen ratings for various television shows, has become the primary basis for collecting advertising fees and advertisers’ advertising costs. At the same time, it also becomes a determining factor in the life and death of a television news program.