期刊既包括作为大众媒介（大众读物）的杂志,又包括发行范围有限的定期连续出版的学术性刊物。本文将期刊和杂志均作为一般意义上的大众印刷媒介并通称为“期刊”加以考察,旨在通过对近年来我国期刊广告经营中的一系列现象,如广告经营的总量与增幅、强势期刊的发展状况、期刊广告经营的特色与优势等方面进行分析,以期为新世纪期刊广告经营的发展与成熟提供参考。 The journals include both magazines as mass media (popular readings), as well as regular, serially published academic journals with limited distribution. In this paper, both periodicals and magazines are regarded as the general mass media and commonly referred to as “periodicals” to examine. In this paper, a series of phenomena such as the total amount and increase of advertising operation, The development of periodicals, the characteristics and advantages of periodical ad management, and so on, with a view to providing reference for the development and maturity of ad management in the new century.