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在媒体广告竞争已经到了白热化程度的今天,打造媒体的强势广告品类似乎是大部分媒体的经营者,或者说广告部负责人的梦想。因为,媒体一旦拥有自己强势广告品类,在马太效应的作用下,往往可以最大化地获得该品类的广告,这无疑是一个十分稳定的广告来源,此外,还可以为其它类别的广告客户起到宣传和示范作用。以广州日报为例,地产广告在其广告总收入中占了相当比重,以致于一部分广告客户称之为“地产报”。
In the media advertising competition has reached a degree of white-hot today, to create a strong media advertising category seems to be most of the media operators, or director of advertising dream. Because, once the media has its own strong category of advertising, Matthew effect can often maximize access to this category of ads, this is undoubtedly a very stable source of advertising, in addition, but also for other types of advertisers To promote and model role. Taking Guangzhou Daily as an example, real estate advertisements account for a significant portion of its total advertising revenue, so that some advertisers call it “real estate newspaper.”