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报刊是现代广告的重要载体。截至1997年底,我国报刊广告额已达102.0974亿元(人民币),其中,报纸广告为96.8265亿元、杂志为5.2709亿元。报刊广告总额约占当年全国广告经营总额462亿元的22％。报刊业促进了广告业的迅猛发展,广告又成为现代报刊业赖以生存的经济命脉和促进其发展的经济支柱。 我国报刊广告源远流长,迄今已有180多年的历史。近几年来,因参与《中国报业经济史》、《中国广告通史》的编撰工作,曾将我国新闻史上比较罕见的
Newspapers are an important carrier of modern advertising. As of the end of 1997, the total amount of advertisements in newspapers and periodicals in our country reached 10,219,400 million yuan (RMB), among which 9,682,656 million yuan was newspaper advertisements and 527,900 yuan yuan was in magazines. The total amount of newspaper advertisements accounted for about 22% of the 46.2 billion yuan of total advertising in that year. Newspaper industry has promoted the rapid development of the advertising industry, advertising has become the economic lifeline of the survival of the modern newspaper industry and the economic pillars to promote its development. Our newspapers and periodicals advertisements have a long history and have had a history of more than 180 years. In recent years, due to participate in “China’s newspaper economic history”, “China General History of Advertising,” the compilation of the history of China’s news has been relatively rare