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在分析美国期刊广告之前我们先看几组数据: ——1999年《女友》的期平均广告页码是32,同年美国百强期刊的期平均广告页码是109; ——2000年中国杂志社广告营业额是11.34亿元,而美国排名第五的《读者文摘》全年广告营业额折合人民币就近15亿元; ——在美国,期刊广告占媒体广告的17％,而相同的指标在我国只有3.09％。通过以上数据的对比可以得到这样一种认识:中国期刊广告的发展任重而道远,而在这发展壮大自己的过程中向外学习借鉴应是题中应有之意。本文也意在介绍期刊大国美国在期刊广告上的特点,希望能对国内期刊人有启发意义。由表1可以看出美国期刊广告营业额不断增长,由1997年的99亿700万,上涨到1999年的113亿。1998年比1997
Let’s look at several sets of data before we analyze advertisements in American journals: - The average page number of “girlfriends” in 1999 was 32, and the average page number of the top 100 U.S. journals in the same year was 109; - In 2000, China Magazine Advertising The amount of advertisements in the United States, ranked fifth in the readership, totaled $ 1.5 billion for the year; - in the United States, periodicals accounted for 17% of media advertisements, while the same indicator was only 3.09 %. Through the comparison of the above data, we can get such an understanding: the development of China’s journal advertising has a long way to go. In the process of developing itself, we should draw lessons from it. This article also intends to introduce the characteristics of journal journals in the United States, a major country in the journal, hoping to inspire domestic journals. From Table 1, we can see that the advertising turnover of American periodicals has been increasing from 9.97 billion in 1997 to 11.3 billion in 1999. 1998 than 1997