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随着《经济观察报》、《21世纪经济报道》等专业财经报纸的风生水起,国内综合性日报的财经报道正在面临着前所未有的挑战。专业财经报纸所提供的财经报道通常针对专业化程度高、注重新闻建设性功能的高知识背景人士,这些人恰恰是各大品牌制造商最为看重的高消费群。更多品牌企业倾向于把广告投向专业财经报纸,甚至愿意付出高出一般大众媒体3到5倍的价格。如一款6000多元的多普达 PDA 手机广告仅选择在《21世纪经济报道》和新浪网上投放广告,当即就销售了几千台,专业财经报纸的广告效能可见一斑。
With the rapid development of professional financial newspapers such as Economic Observer and 21st Century Business Herald, the financial reports of the domestic comprehensive daily newspapers are facing unprecedented challenges. Financial reports provided by professional financial newspapers are usually targeted at highly educated professionals with a high degree of specialization and focus on the constructive functions of news. These people are precisely those high-paying consumers who are most valued by major brand manufacturers. More brand companies tend to invest their ads in professional financial newspapers and are even willing to pay 3 to 5 times higher than the average mass media. If a more than 6,000 yuan Dopod PDA mobile advertising only choose “21st Century Business Herald” and Sina online advertising, immediately sold thousands of units, professional financial newspaper advertising effectiveness is evident.