“两分开”后报业广告经营与采编的协作创新

On Cooperation between Advertisement Management and News Editing

虽然实行广告经营与新闻采编"两分开"是报刊改革的基本方向,但"两分开"并不是要斩断广告与采编的逻辑联系,让广告经营孤立运行。相反,"两分开"后,报业广告经营更应该强化同采编的协作创新。这种协作创新包括资源共享中的协作创新、策划活动中的协作创新、专刊专版中的协作创新、版面组合中的协作创新、视角交融中的协作创新等。

It is necessary for newspaper to make a distinction between advertisement management and news editing. But their cooperation is also very important. The cooperation involves resource sharing, scheme, special version, layout combination and visual angle.