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在市场经济迅猛发展的今天,报纸广告已经成为当地经济运行的晴雨表。人们在对报纸广告的审视分析中,已经不难看出一个地区、一座城市的经济运行和发展趋势。一个突出的问题是,经济欠发达地区的报纸广告经营步履艰难。许多地处此类地区的报社费尽九牛二虎之力,到头来却依然收效甚微。然而,日照日报虽然同样地处沿海欠发达地区,但广告经营额继其在1999年、2000年连续两年翻番的基础上,2001
Today, the rapid development of market economy, newspaper advertisements have become a barometer of the local economy. In the scrutiny and analysis of newspapers and advertisements, it is not difficult to see the economic operation and development trend of a region and a city. A prominent problem is that newspapers and advertising in the economically underdeveloped areas are having a hard time managing their businesses. Many newspapers located in such areas have done very little more than they have done and are still ineffective in the long run. However, although Rizhao Daily is equally located in less-developed coastal areas, its advertising revenue has doubled since its establishment in 1999 and 2000 for two consecutive years.