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在变化了的媒体生态和市场环境下,本文重点分析了影响地市党报广告效果的主要原因,提出调整经营策略:借鉴美国社区报创办地方版来发掘区域市场的广告价值;实施“1+X”全媒体战略,达到媒体组合的叠加效果;创造性借用都市类报纸成功操作经验和举办高端论坛,提高形象广告的传播效果,实现地市党报独有的广告价值。
In the changing media ecology and market environment, this paper analyzes the main reasons that affect the effectiveness of local newspapers and magazines advertising, put forward adjustments to business strategy: learn from the American Community newspaper to create a local version to explore the advertising value of the regional market; the implementation of X "media strategy to achieve the superposition effect of media portfolio; creatively borrow the successful operation experience of urban newspapers and organize high-end forums to enhance the dissemination of image ads and realize the unique advertising value of the local newspapers.