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近年来,全媒体的出现,特别是网络以及互动平台的崛起,如手机报、数字报,IT视频的流行,对传统媒体,特别是地市晚报的冲击越来越大,市场蛋糕分割的份量日益趋小,地市级晚报广告经营面临的竞争压力逐年加大。如何创新广告经营思路,再造地市级晚报广告经营新的核心竞争优势,突破广告经营创收的瓶颈,是晚报广告经营者无法回避的新课题。地处我国中西部革命老区,经济尚不发达的内陆地区,吉安晚报广告经营创收工作面临的困难更是突出。如何在浩瀚的市场份额中分得一杯羹,化危机为发展中的机遇?吉安晚报结合“走·转·改”活动,立足基层,转换作风,优化服务,逆势而上,广告经营额实现了年均30%以上的速度增长,实现了经营工作的创新,找到了晚报的“卖点”。
In recent years, the emergence of all media, especially the rise of the Internet and interactive platforms such as the mobile newspaper, digital newspaper and IT video has made the impact on the traditional media, especially the local newspapers, more and more. The weight of market segmentation Increasingly smaller, prefectural-level Evening News advertising competition facing increasing pressure year by year. How to innovate advertising management ideas, recreate the core competitive advantages of local-level evening news ads, and break through the bottleneck of revenue-generating advertising business are the new topics unavoidable for evening newspaper operators. Is located in China’s central and western revolutionary old areas, economically underdeveloped inland areas, Ji’an Evening News advertising revenue-generating work is even more prominent difficulties. How to get a share of the vast market share, the crisis for the development of opportunities? Ji’an Evening News combined with “go and change ” activities, based on the grassroots level, style of work, optimize service, against the trend, the advertising business The amount achieved an average annual growth of more than 30%, achieved the innovation of the management work, and found the evening’s “selling point”.