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我们总结了三点经验:一、把广告工作做深、做细、抓住机遇,做大市场蛋糕;二、办好专刊,用专刊服务客户,提高报纸可读性;三、以报纸广告为依托,利用媒体优势多元化经营,开办多个行业展会,增加版面外收入。2012年,海南日报报业集团广告现金收入超过1.8亿元,再创新高。作为海南省唯一的报业集团,海南日报旗下拥有6报1网站,即:《海南日报》、《南国都市报》、《南岛晚报》、《证券导报》、《特区文摘》、《法制时报》和南海网,形成了较科学的报业架构。从2012年开始,网络媒体和移动端媒体迅猛崛起,导致中国报业广告进入真正的寒冬期。即使在广告市场出现多元化竞争的趋势下,《海南日报》和《南国都市报》无论在广告收入还是在市场占有率上都处
We summarize three experience: First, the advertising work to do deep, small, seize the opportunity to expand the market cake; Second, run a special issue, with a special issue to serve customers and improve the readability of the newspaper; Third, the newspaper ads as Relying on, using the advantages of diversified media business, offering a number of industry exhibitions, increase outside-page revenue. In 2012, Hainan Daily Newspaper Group advertising cash income of more than 180 million yuan, a new high. As the sole newspaper group in Hainan Province, Hainan Daily possesses 6 newspaper websites: Hainan Daily, Southern Metropolis Daily, Nan’ao Evening News, Securities Herald, SAR Digest, Legal Times And Nanhai network, formed a more scientific newspaper structure. From 2012 onwards, the rapid rise of online media and mobile media led to the real winter of Chinese newspaper ads. Even with the trend of diversified competition in the advertising market, “Hainan Daily” and “Southern Metropolis Daily” both in terms of advertising revenue and market share