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与去年同期相比,2005年上半年的中国平面广告市场总体表现平淡,整体投放升势又再度放慢,尽管仍是两位数,但整体升幅已不到16%,为近年来的新低。特别是汽车、电讯、移动电话、房地产等传统“广告大户”行业,今年上半年广告量的增长势头更是大打折扣。这是国家宏观经济调控政策对部分行业影响的直接体现,也一定程度上反映出报刊广告业在经过其他传媒广告竞争的洗礼之后,正逐步迈向回归理性,市场正朝更理性的方向发展。平面媒体排名分析:一线城市媒体增幅缓,二线城市成长快速2005年广告投放量排名最前的20家媒体,有5家出现了负增长,前10名中也只有2家的升幅也超过1 5%,基本都低于平均水平,今年各大报刊广告市场竞争的残酷性可见一斑。从总体上看,2005年上半年的平面广告市场竞争主体已发生了一定变化,去年仍在“前20名”板上的《深圳商报》和《新京报》如今已然下线。而《武汉晚报》、《扬子晚报》、《钱江晚报》3家媒体,分别以高达10倍以上的增幅进了前20名,成为平面媒体新锐。而《北京青年报》却因为同比下滑22.2%,从去年“行业老二”的地位下降到第四名,是前20名中广告量降得最厉害的媒体。
Compared with the same period of last year, the overall flat advertising market in China in the first half of 2005 was generally flat. The overall delivery trend has slowed down again. Although the figure is still double digits, the overall increase has been less than 16%, the lowest level in recent years. Especially in the traditional industries such as automobile, telecommunications, mobile phone and real estate, the growth of the advertising volume in the first half of this year is even more greatly reduced. This is a direct manifestation of the impact of the state’s macroeconomic regulation and control policies on some industries. It also reflects to some extent that the newspaper and advertising industry is gradually moving towards rationalization after the baptism of competition from other media advertisements, and the market is moving toward a more rational direction. Print media rankings analysis: first-tier cities media slow growth, rapid growth in second-tier cities Advertising in 2005 ranked the top 20 media outlets, 5 showed a negative growth, the top 10 only 2 of them also increased by more than 15% Basically lower than the average level, this year’s major newspapers and advertising competition in the cruel market is evident. Overall, the main competitors in the print advertising market in the first half of 2005 have undergone some changes. Last year, “Shenzhen Business Daily” and “Beijing News” still on the “top 20” boards are now off the shelf. The “Wuhan Evening News”, “Yangtze Evening Post”, “Qianjiang Evening News” three media, respectively, up 10 times more than the increase into the top 20, a new media plane. The “Beijing Youth Daily” fell 22.2% from the same period last year, from last year’s “industry second” status dropped to fourth place, is the top 20 among the most significantly reduced advertising media.