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以爆发式的增长成为四大传统媒体中增速最快的媒介品——杂志,其市场正处在迅速崛起的前夜。这决不是耸人听闻!2003年中国期刊发行总收入为123.9亿元人民币;2002年期刊广告总收入为15.21亿元人民币,2003年增长为24.38亿元,增长率为60.29%,中国期刊效益的增速远远高于其他传统媒体。2004年,中国期刊界经历了新一轮治理整顿,其中有420多种期刊消失,尽管如此,中国大陆正式公开出版的期刊总数仍有8800多种,年总印数近30亿册,中国居民平均每年每人拥有2册以上的期刊。但中国期刊市场蕴蓄着的这种爆发式的成长,并不意味着所有的杂志都能赚钱,因为真正能进入市场的杂志不足1/4。这种现象一方面说明了大多数杂志还是处在同质化、低水平的重复运作之中,中国的任何一类杂志都没有达到竞争惨烈的程度;另一
With explosive growth as the fastest growing media of the four major traditional media - magazine, the market is in the eve of rapid rise. This is by no means sensational! The total income of Chinese periodicals issued in 2003 was 12.39 billion yuan. In 2002, the total periodicals advertising revenue was 1.521 billion yuan, increasing by 2.388 billion yuan in 2003 with a growth rate of 60.29%. The growth rate of Chinese periodicals’ benefits Much higher than other traditional media. In 2004, the journals in China experienced a new round of rectification and rectification, of which more than 420 kinds of journals disappeared. Nevertheless, there are still over 8,800 journals officially openly published in mainland China, with an annual total of nearly 3 billion journals. Chinese residents An average of 2 or more journals per person per year. However, the explosive growth that is embedded in the Chinese journal market does not mean that all magazines can make money because less than a quarter of the magazines are actually available on the market. On the one hand, this phenomenon shows that most magazines are still in a homogenized and low-level repetitive operation, and none of China’s magazines has reached the level of fierce competition. On the other hand,