中国杂志广告经营传播透视

Perspective of Magazine Advertising Management in China

在传播媒介不断进化的今天,杂志传播依然不可取代。杂志广告具有传阅范围广、效果持久、容量大、目标读者群相对固定以及印刷精美等独特的传播优点。中国杂志广告凭借高起点及规范化运作迅速增长,同时许多新动向表明杂志广告营销传播逐渐走向精深化。通过对中美两国的杂志广告比较,厘清我国目前杂志广告经营的现状,明确我国杂志广告光明的未来。

Magazine Communication still can not be replaced as the media evolves constantly. Magazine Advertisement has unique advantages such as broad scale of circulation, stable target readers, large capacity, delicate presswork, lasting effect and so on. Chinese magazine advertising improves rapidly with its good commencement and standardized operation. Meanwhile, new trends indicate that magazine advertisement communication develops profoundly and gradually. Contrasting Chfnese magazine advertising with that of American, We can define the present situation and promising future of Chinese magazine advertising management.