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过去的一年,被很多人称作是中国的传媒年,资本的进入加快了中国传媒业进一步开放和产业化经营的步伐。虽然从广告经营额上并没有体现出传媒年的欣欣向荣,相反广告额的增长速度还有明显放慢的趋势。有关人士分析这正是中国媒介的盘整期,那么中国报刊广告经营在2002年会是什么态势呢?本文将着重对2002年年初中国报刊广告市场的表现进行细致分析和研究。一、全国报刊广告总量分析根据慧聪媒体研究中心按照刊例价格和版面的监测统计,2002年1月全国报刊广告总量为29.04亿元,比2001年12月份减少5.16亿元,降幅为15.08%;与去年同期(2001年1
The past year was described by many as China’s media year. The entry of capital accelerated the pace of further liberalization and industrialization of the media industry in China. Although the amount of advertising revenue did not reflect the thriving year of media, on the contrary, there was a marked slowdown in the growth rate of advertising. Analysis of the relevant parties This is the consolidation of the Chinese media, then the Chinese newspaper advertising business in what will be the situation in 2002? This article will focus on China’s newspaper and periodicals in early 2002 the performance of the advertising market to conduct a detailed analysis and research. First, the national total analysis of newspaper advertising According to HC media research center in accordance with the case price and layout of the monitoring statistics, in January 2002 the total number of newspapers and periodicals in the country 2.904 billion yuan, compared with December 2001 to reduce 516 million yuan, a decrease of 15.08 %; Same period last year (2001)