报业中流传着一种“三位一体”的说法,指的是它的三个主要组成部分,即采编、发行和广告。采编人员就像一个企业里的产品设计者或工程师,他们精心打造报纸这个精神产品的方方面面,目的是吸引消费者。发行部门是企业的销售公司,负责产品的营销和投递。报社的这两个组成部分与一般企业的没有多大差别,特殊的地方是广告部分。广告是企业为扩大销售,增加收益,而主动提供给消费者的。报社是传播有价信息的机构,它一方面向读者传播他们需要的主动信息,并向他们收取报款、咨询费等收入;另一方面它同时也提供了读者非必需的被动信息,并向企业收取广告费等收入。广告不仅弥补了低于成本卖报 The term “trinity” circulated in the newspaper industry refers to the three main components of it: acquisition, distribution and advertising. The editorial staff is like a product designer or engineer in an enterprise who carefully cradles every aspect of the newspaper’s mental product in an effort to appeal to consumers. Distribution department is the company’s sales company, responsible for product marketing and delivery. The two components of the newspaper company and the general business is not much difference, special place is the advertising section. Advertising is the business to expand sales, increase revenue, and take the initiative to provide to consumers. Newspaper is the dissemination of valuable information agencies, it is on the one hand to the readers to disseminate the information they need, and to receive them newspapers, consulting fees and other income; the other hand, it also provides the reader the necessary passive information, and to Business charges advertising income. Advertising not only makes up for the newspaper below the cost