中国大众期刊广告编排的创新策略

Innovative Strategies of Advertisement Arrangement in Chinese Mass Journals

在当前中国期刊广告经营保持上扬的背景下,大众期刊广告的编排却存在广告版位分布不均衡、广告编排无序、广告创意难以反映期刊特性等问题。对这些问题的相关原因进行分析,提出了解决这些问题的初步策略。大众期刊的广告编排应该和期刊内容的经营创新有机结合,重视读者的阅读心理,把握期刊重点版位和广告编排的具体关系,通过编排优质有序的多样化广告,形成独特的广告风格,增强大众期刊广告的传播效果。

In the recent years while the Chinese journal advertisement business keeps rising, there are still many problems with advertisement arrangement, including uneven distribution of ads space, confusing ad schedules and the failure in reflecting the characteristics of its journals. After those related causes having been analyzed, this paper combs up with a preliminary strategy to solve these problems. The author suggests that the ads arrangements of maga- zines should be properly combined with the innovations of its contents, more attention should be paid to the relation- ship of key slots of journals and ads scheduling, and readers＇psychology be taken into consideration, so as to promote the influence of Chinese magazines and to create the unique styles of ads arrangements.