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一、都市报崛起激活了报业市场 中国的报业长时期内曾经是以党报为主体的一统天下。80年代末90年代初,由于改革、开放事业的向前推进,出现了“晚报热”,全国各地晚报风起云涌,红红火火,社会效益和经济效益陡然增长。晚报的兴旺发达,打破了旧的平衡,出现了新的不平衡。各省级的党委机关报在新的历史条件下步履艰难。特别是市场经济体制提出之后,报业也逐步地走向市场。各地省报虽然依靠行政手段保持了一定的发行量,但绝大多数受众分布在广大农村和小城镇,在大城市发行量很少。而当今报纸的运行,越来越有赖于广告收入。广告客户基本上都在大城市里,广告也盯住人口集中的大城市投放,以便于产生宣传效应,促使人们购买。这样一来,各地的省报虽然级别高,具有人才等等优势,但相对地却比较“穷”。因为广告少,远远不及晚报与市报。
First, the rise of Metropolis Daily Newspaper Market Activation Newspaper industry in China has dominated the party newspaper as the main body. In the late 1980s and early 1990s, due to the progress of reform and opening up, the “Evening Hot News” was appearing. The evening newspapers all over the country were booming and booming. The social and economic benefits suddenly increased. The prosperity of the evening paper has broken the old balance and a new imbalance has emerged. Party committees at provincial levels are struggling under new historical conditions. Especially after the market economic system was put forward, the newspaper industry also gradually went to the market. Although the provincial newspapers all rely on administrative measures to maintain a certain circulation, the overwhelming majority of the audience is distributed in vast rural areas and small towns, with very few circulation in major cities. The running of newspapers today depends more and more on advertising revenue. Advertisers are basically in big cities, and ads are also targeting large cities with densely populated areas in order to generate advocacy and motivate people to buy. As a result, provincial newspapers all over the country have the advantages of high rank, talent and so on, but are relatively “poor”. Because fewer ads, far less than Evening News and City News.