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受宏观政策调控、经济结构调整等综合因素影响,今年我国报业广告中,房地产、医药、汽车、通讯等领域的投放量普遍下滑,加之未出现拉动性强的广告新亮点,报业经营几乎全线遭遇寒冬。不少区域中心城市报业的一线品牌,广告经营额或是跌幅显或是勉强完成与上年持平的创收指标。在许多报人感叹寒流何时过去时,我们在经济欠发达的南昌报业市场看到了一片暖冬:央视索福瑞的数据显示,南昌强势报纸品牌的广告经营额持续增长,广告增幅达15%,其中,房地产广告更是拉动性行业……这种现象的出现是偶然还是必然?区域报业市场不断跳动的亮点有没有逻辑可以遵循?我们认为,不同区域报业市场的此消彼长之间一定与某些规律性的东西相契合,值得关注与探讨——这是我们聚焦南昌报业市场的原因。
Affected by macroeconomic policies and adjustments in economic structure and other comprehensive factors, China’s newspaper ads this year generally dropped the volume of real estate, pharmaceuticals, automobiles and communications. In addition, there was no new highlight of the advertisement that led to the rapid development of the newspaper industry. Almost All across the winter. Many regional central city newspapers first-line brand, advertising or decline in the amount of advertising or barely completed with the previous year’s revenue-generating targets. In many newspaper reporters lamented the time when the cold past, we in the economically underdeveloped Nanchang newspaper market saw a warm winter: CCTV Suofu Rui data show that Nanchang strong newspaper brand advertising revenue continued to grow, advertising an increase of 15% , Of which, real estate advertising is more pull-oriented industries ... ... The emergence of this phenomenon is by chance or inevitable? Highlights of the regional newspaper market constantly beating there is no logic to follow? We believe that the newspaper market in different regions of the shift There must be something in line with some regularity, which deserves our attention and discussion - this is why we focused on the newspaper market in Nanchang.