报纸发行征订工作分为直接销售和间接销售。以征订为目的的报纸形象广告是纸媒间接销售中的重要一环。在当前文化体制改革的大潮中,报纸形象广告作为争夺市场、宣传品牌的重要手段之一,如何做精做好?每到年底,正是报纸发行重头大戏开场的时候,从党报到都市报,从日报到周报都会在设计本报形象广告上动番脑筋。何种形象广告是我们真正需要的?通过对近年中国广告节、“广州日报杯”获奖报纸广告进行分析,大概归为以下几种类型: The newspaper issuance and subscription work is divided into direct sales and indirect sales. Newspaper advertisements for the purposes of subscription are an important part of indirect sales on paper media. In the current tide of cultural system reform, newspaper image advertisements are one of the important means to compete for the market and promote the brand, and how to do a good job? At the end of the year, it is the time when the newspaper’s publishing giant drama begins, from the party newspaper to the city newspaper. From the daily newspapers to the weekly newspapers, we will work on the design of this newspaper’s image ads. What kind of image ads are what we really need? Through the analysis of the advertisements of the Chinese Advertising Festival and the “Guangzhou Daily Cup” award-winning newspapers in recent years, the following types may be classified: