论文部分内容阅读
广东王荣在《新闻通讯》2001年第8期著文《关于报纸发行的经济学思考》,文中指出: 国内大多数报纸发行价小于成本,发行量越大,成本越高。报业的利润是以增加发行量为成本代价,以广告收入增加获得补偿而取得的。但并非发行量增加,广告收入就一定增加。从经济学角度看,报纸发行的“有效”与“无效”是报纸发行的广告回报率所决定的。广告商常常选择那些局部地区发行具有绝对优势的媒介,同时还考虑消费群与读者群叠合度大的报纸。
Wang Rong, a journalist in Guangdong Province, published an article entitled “Economic Considerations on the Distribution of Newspapers” in the Newsletter, Issue 8, 2001, which pointed out that the issue price of most domestic newspapers is less than the cost. The larger the circulation, the higher the cost. The profits of the newspaper industry have been obtained by increasing the circulation as the cost and compensating for the increase in advertising revenue. But not an increase in circulation, advertising revenue will certainly increase. From an economic point of view, the newspaper’s “effective” and “invalid” are determined by the advertising rate of return on newspaper distribution. Advertisers often choose those media that have an absolute advantage in local distributions, while also considering newspapers that have a combination of consumer and readership.