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2001年初,在京报集团的一份内部简报上用“广告经营的形势已经非常严峻”来描述当时北晚面临的广告形势。在这种情况下,京报集团聘任倪宝忠为北晚广告部总经理。在集团领导的大力支持下,倪宝忠对北晚广告经营进行了大刀阔斧的改革,改革成果迅速从市场上体现出来。当年就扭转了多年以来的被动形势,以21.6%的广告增幅远远超过了北青报。两年来,北晚广告收入每年净增1个多亿,不断凯歌高奏,为中国报业书写了新的篇章。
In early 2001, an internal briefing on the Beijing News Group was used to describe the advertising situation that was facing the northern part of the country in the late 1980s. In this case, Beijing News Group appointed Ni Baozhong as general manager of the North Evening Advertising Department. With the strong support of the leaders of the group, Ni Baozhong conducted drastic reforms on the advertising of the northern part of the country and the results of the reform were promptly reflected in the market. That year reversed the passive situation over the years, with 21.6% of advertisements far exceeded the North Youth Daily. In the past two years, the advertising revenue in the northern part of the North posted a net increase of more than 1 billion each year. It has kept a high profile and has written a new chapter for China’s newspaper industry.