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作为中国报业面向市场的改革产物,都市报因贴近市民生活的报道特点,曾掀起了发行数量和广告投放的历史高峰,同时也引发了激烈的行业竞争。而当内部竞争的阵痛还未彻底消除的时候,都市报便遭到了以互联网为代表的新媒体的猛烈冲击。从CTR市场研究所提供的数据来看:2007年报纸广告投放总额同比下降了1%,从近两年的低增长转为了负增长。曾经的春天正在远去,在整体行业发展低迷的形势下,都市报广告经营能否从困境中走出?是营销传播领域人士共同关心的话题。
As a newspaper-oriented market-oriented reform product, Metropolis Daily set off the historical peak of the number of its distribution and advertisement launch due to its close reporting to citizens’ lives. At the same time, it also triggered fierce competition in the industry. When the pain of internal competition has not been completely eliminated, the Metropolis Daily has been hit hard by the new media represented by the Internet. According to data provided by the CTR Market Research Institute, the total amount of newspapers and ad markets dropped by 1% in 2007 from a year earlier to a negative growth from the low growth in the past two years. Once the spring is far away, in the overall industry downturn situation, Metropolitan newspaper advertising business can emerge from the predicament? Is the field of marketing communications, a common topic of concern.