浅论近现代出版集团小说期刊广告经营

the advertising of novel journals in Modern Publishing Groups

19世纪末20世纪初,小说繁荣的一个突出表现是为数众多的小说期刊的出现,而具有相当实力的近现代出版集团常常是这些小说期刊编辑出版和发行的主体。近现代出版集团办刊具有的资金、人才、稿源和组织结构等诸多方面的优势,有力保证了小说期刊定时和高质量的出版;广告文本和小说文本内容和形式上的有机联系,大大提升了广告效果。广告效果的提升反过来又促进了小说期刊广告收入的增加,近现代出版集团小说期刊的广告经营有效促进了小说的传播与发展。

In the late nineteenth and early twentieth century, the outstanding performance of the prosperity of novels is the emergence of a large number of novel journals,which were mainly published and distributed by influential modern publishing groups. Modern publishing group had many advantages such as capital, talent, and organizational structure,which were a powerful guarantee for the high-quality novel journals publishing. The organic link of Ad text content and fictional text content greatly enhanced advertising effectiveness. Advertising effectiveness, in turn, promoted the upgrading of the novel journal advertising revenue increasing.